Real estate agents investing in technology, but still using direct mail
Communicating with potential customers is vital to success as a real estate agent. The key to communication is being able to reach out to potential homebuyers through an integrated marketing campaign.
According to a recent survey by social media site ActiveRain, spending on technology and technology-related marketing services is increasing, but direct mail still has the most agent participation of any offline marketing and advertising solution, independent of how much is earned by a real estate agent.
"Real estate professionals are accelerating their investments in technology-based marketing options, but there's not always a direct correlation between where they're spending money and where they're getting value," said Nikesh Parekh, chief executive officer for ActiveRain. "More agents are investing in the technology and pipeline management systems necessary to build successful, long-term businesses."
Using technology to communicate with potential homebuyers through social media platforms, email marketing and mobile marketing is an approach that is growing in popularity; however, as direct mail marketing remains strong, agents may be wise to invest in technology to enhance this channel. Real estate agents can improve their direct mailing by using web-to-print software, for example, which allows for dynamic imaging and design components.