IDX web sites, CMA software & CRM tools are the most important tools in the real estate industry with the highest overall usage

Written by Tom Fernandez. Posted in IDX Systems, Real Estate Websites

realestate technolog yinfographicA recent survey of more than 2,000 real estate Professionals by ActiveRain & Market Leader details usage and average price paid for real estate technology and marketing solutions.

SEATTLE, WA, Jun 26, 2012 (MARKETWIRE via COMTEX) — A recent survey of more than 2,000 real estate professionals has indicated overall spending on technology and technology-related marketing services is increasing, especially among the industry’s most successful agents, but real estate professionals continue to invest in direct mail as a preferred marketing vehicle.

Collected from among the more than 220,000 ActiveRain real estate professional community members as well as Market Leader customers, the survey focused on measuring what software and marketing support real estate agents are using in their business and how much they are spending on these necessary tools of the trade.

An infographic and deeper summary of the survey’s findings can be downloaded at .

“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.”

Other highlights from the survey include:

  • IDX web sites, CMA software, contact management, and email marketing
    continue to be the most important tools in the real estate industry
    with the highest overall usage
  • Real estate agents earning more than $100,000 per year are willing to
    pay a premium for top IDX web sites, contact management solutions,
    virtual tour software, and team management
  • Most other categories of software / technology show a reasonable fixed
    price per month regardless of the annual income of the agent
  • More kinds of marketing and advertising solutions are used by agents
    with no single solution having dominant share
  • Online agents are spending the most on lead generation, national real
    estate web sites (Zillow, Trulia, and pay-per-click
  • Social media, blogging, and SEO have the broadest agent participation
    but low monthly spend, due to the predominance of free tools
  • Direct mail has the largest agent participation of any offline
    marketing & advertising solution, regardless of agent income
  • Top producing agents earning more than $100,000 per year spend more in
    general across all categories but spend more money on online lead
    generation, national real estate web sites, and search engine
    marketing. Top producing agents spend significantly more per month on
    marketing personnel and training/coaching

  • View the complete infographic here:

    Data provided by Join 220,000+ Real Estate Agents on the world’s largest Real Estate Social Network.


    Tom is a former Realtor an expert web marketer and avid entrepreneur. Verity Consulting was founded by Tom in 2008 after leaving 1ParkPlace as Director of IDX Sales Operations. He also manages the SmartDesk and SmartSites program for CRMLS. Connect with Tom on Google +, LinkedIn or Twitter.


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