The report by Real Estate Marketing (REM), indicates that 98% of real estate companies recognize the contribution of marketing and advertising to their commercial strategy and that 90% consider the brand as a key factor in the decision of purchase of a flat as its price and its location.
In this way, 2% of the companies in the sector surveyed by the firm indicate that it will increase its marketing investment by 31% to 50% this year. 29% will increase it by up to 15%, and another 21% by 16% and 30%. In addition, 55% admit that their budget in this year’s matter will be higher than three years before. In total, this amount will reach a global figure of six million euros.
Regarding the budget allocated for this purpose, 52% of the surveyed real estate agencies will dedicate between one and six million euros this year. Another 19% will exceed this last amount.
The increase in the budget dedicated to marketing by the real estate companies will thus be higher than that registered in the sum of the three previous years, according to REM’s CEO, Juan Páramo.
However, this data is still far from the advertising of large consumer firms (none of the top twenty real estate is among the first advertisers in the country), with which the sector still has room to go in this field. In fact, according to the study, the marketing budget usually does not represent more than 2% of the total investment of a promotion, compared to the average of 8% that the consumer companies use for their products.
Internet, main means
The REM survey confirms the weight the Internet has gained in recent years as a channel for real estate development, given that it is used in 98% of cases, together with the press (98%) and ahead of the corporate website (95%). %) and fairs (95%). Television is only used in 20% of cases.
In terms of marketing instruments, the training of the department’s personnel comes first (with a score of nine out of ten), ahead of the articulation of payment facilities (8,9), customer service (8, 5), advertising (8.3) and the offers or promotions so common in fairs (7.8).
The REM survey reveals that real estate companies prefer to perform a competitive analysis beforehand (78%) than to study the demand (73%) when researching the market. It also indicates the high percentage of companies that do not retain their customers (30% and another 40% only occasionally) and that do not measure the degree of satisfaction after the sale (16%, 43% sporadically).