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Real Estate Agents Using Technology Are Finding Success: Survey

By Narayan Bhat
TMCnet Contributor

Richer real estate agents in America are increasingly using CRM technology and social networks to bolster relationship with customers, moreso than their poorer counterparts.

This is the findings of a survey conducted by ActiveRain, which claims to have polled more than 1,700 real estate professionals in the United States. Interestingly, those who are using the technology are becoming richer.

Given the report, what is making the difference between rich and poor agents is interest in using the technology.

Social media participation, active customer relationship management (CRM) and marketing strategies determine the success of estate professionals.

"It's no surprise that today's most successful real estate professionals are working harder, making better use of technology, and investing more capital in their own success," said Steve Murray, publisher of REAL Trends and a 30-year veteran of the real estate industry. "Smart agents should study this report and not only emulate the focus areas of the best agents, but strongly reconsider the non-performing activities that clearly are not leading to a higher income."

According to the study, successful real estate agents have invested six times more in technology to support and run their business, which includes a top-notch IDX Web site, email marketing campaigns and lead management systems.

The report continues saying successful real estate agents are 54 percent more likely to use proactive email marketing campaigns with their prospective, current and past customers.

Interesting enough, some real estate agents maintain a blog, and are particularly making use of YouTube, Twitter and LinkedIn (News - Alert) to build and convert their network of prospective clients, the report found.

Nearly twice as many rich agents are using online video on YouTube as a medium to market themselves, their listings and business vs. low-performing agents.

Top-performing agents spend ten times more money each year to market and advertise their business.

Successful real estate agents are three times as likely to use an agency or an assistant to manage their search engine optimization (SEO) and lead generation efforts, and twice as likely to buy Internet leads.