Agents race to embrace digital tools, Imprev data shows

While consumers are rapidly moving to digital channels to find a home today, real estate agents – many of whom historically lagged moving to new marketing technologies – are catching up, according to data released by Bellevue-based Imprev, a marketing technologies company.

Imprev analyzed marketing materials and distribution channels used by agents over the past five years. The greatest move to digital has occurred within the past 12 months.

Why the dramatic change?

“Digital marketing tools like iPad apps and Craigslist ads help agents reach consumers through the new digital channels that consumers are using to find homes,” said Renwick Congdon, Imprev CEO.

The most recent National Association of Realtors research shows that in 2011 more than 40 percent of all homebuyers found their homes through the Internet, up from 30 percent in 2007 and just 8 percent in 2001, with over 90 percent using the Internet in their home search.

“Digital marketing is expanding an agent’s marketing arsenal, not replacing it,” Congdon said. “Flyers and postcards have long been the backbone of an agent’s marketing campaign because they work and they’ll remain as a top product for as long as they continue to work. The difference is that they no longer have to work alone.”