A survey released last week by the National Association of REALTORS® reveals that more home shoppers than ever are using the Internet during their home searches. According to the 2013 NAR Profile of Buyers and Sellers, 92 percent of prospective homebuyers shopped online for a home, a 2 percent increase from 2012.
As more people turn to the Internet to research homes, many builders and developers are implementing robust online marketing campaigns that include listing directories, banner ads and social media strategy. In many cases, more marketing dollars are earmarked for online initiatives than for traditional advertising like print and direct mail. However, online efforts cannot stop at merely attracting home shoppers. In order to see the highest return on this investment, online leads have to be captured, immediately responded to, and nurtured throughout the buying cycle.
The majority of online shoppers are serious, qualified and ready to engage. A single email or phone call just won’t do. Studies have shown it takes between 5-12 points of contact before a sales lead will respond. A CRM system designed exclusively for new home sales is the most effective and efficient way to capture and segment online leads, build trust through follow-up activities, establish relationships, and convert more leads to appointments and sales.
If you’d like to learn more about how CRM can help you leverage this increase in online home shoppers, contact a Lasso team member today.