Where the buyers look
When devising a marketing campaign, it’s important to consider all available promotions.
Many vendors simply choose online to promote their properties. However, News Corp Australia – owner of online portal realestate.com.au – has done research to show vendors should consider all options in order to capture the widest market.
According to the research – canvassed through data provided by the company’s online and print arms – 59 per cent of property hunters scoured digital and traditional media channels to buy property.
Also 79 per cent said the more serious they became about the purchase of a new property, the more sources of research and media platforms they used. Indeed, the more a property was advertised or promoted gave an indication to buyers of how serious the owner was to sell.
The research also indicated that 81 per cent of people looked at their newspaper’s property section, even when not actively on the hunt for properties.
The findings can also be viewed in parallel with research undertaken recently by RP Data which indicated a combination of a print and online marketing campaign improved the chances of a home selling by at least 20 per cent and could significantly reduce the time it spends on the market.