2018 marketer edition results brought to you by

about you: Characteristics

Gender
  • Female: 80%
  • Male: 18%
  • Prefer not to answer: 2%
Company type
  • Independent: 57%
  • National: 43%
Position
  • Marketing Director: 28%
  • Marketing Coordinator: 25%
  • Other: 16%
  • Marketing Manager: 12%
  • Broker Assistant/Administrator: 10%
  • Office Manager: 5%
  • Communications Manager: 3%
  • Marketing Design: 2%
Age
  • 21–29: 30%
  • 30–39: 32%
  • 40–49: 17%
  • 50–59: 11%
  • 60–69: 6%
  • > 70: 3%
Highest level of education
  • Bachelor’s degree: 60%
  • Some college, no degree: 15%
  • Associate degree: 9%
  • Master’s degree: 9%
  • Professional degree: 3%
  • High school degree or equivalent: 2%
  • Other: 1%
Marketing team size
  • Just you: 47%
  • 2: 29%
  • 3–5: 15%
  • > 5: 9%
Broker team size
  • 1: 4%
  • 2–5: 24%
  • 6–10: 29%
  • 11–20: 20%
  • 21–50: 15%
  • 51–100: 7%
  • > 100: 2%
Years in marketing
  • 1–5: 51%
  • 6–10: 22%
  • 11–20: 16%
  • 21–30: 8%
  • > 30: 3%
Years in CRE
  • 1–5: 60%
  • 6–10: 16%
  • 11–20: 15%
  • 21–30: 6%
  • > 30: 3%
How you got into CRE
  • Incidentally: 62%
  • Other: 17%
  • Friend recommended: 10%
  • Family influence: 7%
  • Recruited from college: 4%

Your Listing Process: data

Where you stored listing data
  • Buildout: 37%
  • Online database: 19%
  • In-house database: 13%
  • CoStar Brokerage Apps: 10%
  • Apto: 8%
  • Spreadsheet: 6%
  • Other: 4%
  • Paper forms: 3%
How you distributed listing info
  • Manual data entry by in-house marketer/administrator: 55%
  • Using an online service: 28%
  • Manual data entry by brokers: 7%
  • Other: 6%
  • Did not list on listing platforms: 3%
Displayed listings on company website
  • Yes: 93%
  • No, but plan to in 2019: 4%
  • No, and do not plan to in 2019: 3%
Time per week spent on listing data entry
  • < 1 hr: 7%
  • 1–5 hrs: 44%
  • 6–10 hrs: 19%
  • 11–15 hrs: 7%
  • 16–20 hrs: 5%
  • > 20 hrs: 10%
  • Not sure: 7%
  • N/A: 2%
Top platforms for displaying listings on site
  • Buildout: 60%
  • In-house coding or CMS: 26%
  • LoopLink: 7%
  • Other: 5%
  • CoStar plugin: 2%

Your Listing Process: videos/photos

Marketers took property photos for promo materials
  • Yes: 61%
  • No, brokers provided photos: 24%
  • No, outsourced to professional photographers: 9%
  • No, Other: 5%
Used videos or 3d tours for property marketing
  • Yes: 50%
  • No, but plan to in 2019: 30%
  • No, and do not plan to in 2019: 20%
Methods used to create videos or 3D tours (select all that apply)
  • Outsourced, using drone technology: 58%
  • In-house, using video editing tools (Adobe Premiere, Final Cut Pro, iMovie, Movie Maker): 44%
  • In-house, using drone technology: 32%
  • Outsourced, using video editing tools (Adobe Premiere, Final Cut Pro, iMovie, Movie Maker): 20%
  • Outsourced, using 3D tours: 17%
  • In-house, using 3D tours: 17%
  • Other: 2%

Your Listing Process: email marketing

Used email marketing for listings
  • Yes: 90%
  • No, but plan to in 2019: 8%
  • No, and do not plan to in 2019: 2%
Average open rate
  • < 1: 1%
  • 1–5: 3%
  • 6–10: 3%
  • 11–15: 7%
  • 16–20: 9%
  • 21–25: 21%
  • 26–30: 10%
  • 31–40: 14%
  • 41–50: 4%
  • Not sure: 28%
Average click-through rate
  • < 1: 5%
  • 1–5: 25%
  • 6–10: 20%
  • 11–15: 5%
  • 16–20: 4%
  • 21–25: 4%
  • 26–30: 2%
  • 31–40: 2%
  • 41–50: 3%
  • Not sure: 31%
Top platforms used for email marketing (select all that apply)
  • Constant Contact: 45%
  • MailChimp: 37%
  • Buildout: 28%
  • Other*: 18%
  • HubSpot: 5%
  • iContact: 2%
  • Pardot: 1%
  • AdRoll: 1%
  • Send Grid: 1%
  • Emma: 1%
  • Customer.io: 0%
  • Marketo: 0%
  • Oracle Eloqua: 0%
  • Other write-ins: Catylist, CRM, Deal Flow

Your Listing Process: social media

Marketed listings on social media
  • Yes: 66%
  • No, but plan to in 2019: 19%
  • No, and do not plan to in 2019: 15%
Reasons for not using social media
  • Used for company presence, not listings: 40%
  • Brokers marketed their own listings on social media: 15%
  • My company didn’t permit social media marketing: 13%
  • Wasn’t sure how to use: 10%
  • Other: 10%
  • Wasn’t my role/responsibility: 8%
  • I didn’t have time: 5%
Social platforms used
  • Facebook: 80%
  • LinkedIn: 74%
  • Twitter: 61%
  • Instagram: 42%
  • theBrokerList: 24%
  • YouTube: 24%
  • Snapchat: 0%

Your Listing Process: Advertising

Advertised using traditional channels
  • Yes: 65%
  • No, and do not plan to in 2019: 21%
  • No, but plan to in 2019: 14%
Traditional channels used
  • Direct mail: 76%
  • Newspaper: 45%
  • Magazine: 43%
  • Outdoor: 22%
  • Radio: 5%
  • Other: 3%
  • Television: 1%
Ran digital ad campaigns for listings
  • Yes: 42%
  • No, and do not plan to in 2019: 30%
  • No, but plan to in 2019: 28%
Digital advertising platforms (select all that apply)
  • Social media ads: 57%
  • Local media: 31%
  • Google AdWords Search (text): 22%
  • CoStar/LoopNet ads: 22%
  • CRE industry media (Bisnow, Connect Media, GlobeSt.com): 20%
  • Google AdWords Display: 18%
  • Bing Ads: 4%
  • Other: 4%

Your Broker Marketing: broker profiles

Created broker profiles
  • Created broker profiles
  • Yes: 83%
  • No, and do not plan to in 2019: 9%
  • No, but plan to in 2019: 9%
Provided headshots for brokers
  • Yes: 84%
  • No, but plan to in 2019: 10%
  • No, and do not plan to in 2019: 6%
Top sites for maintaining online broker profiles (select all that apply)
  • Company website: 94%
  • LinkedIn: 43%
  • Buildout Broker Plugin: 40%
  • CoStar/LoopNet: 35%
  • theBrokerList: 22%
  • Other: 3%
  • Did not maintain the profiles: 0%
Time per week spent on broker management tasks
  • < 1 hr: 9%
  • 1–5 hrs: 21%
  • 6–10 hrs: 15%
  • 11–15 hrs: 10%
  • 16–20 hrs: 6%
  • > 20 hrs: 14%
  • Not sure: 9%
  • N/A: 16%

Your Company Marketing: blogs/original content

Maintained company blog
  • Yes: 41%
  • No, and do not plan to in 2019: 34%
  • No, but plan to in 2019: 25%
Created blog content
  • In-house: 89%
  • Outsource: 11%
Noticed an increase in web traffic since starting blog
  • Not sure: 36%
  • Yes: 36%
  • No, but plan to continue blogging in 2019: 28%
Produced other original content
  • Yes: 53%
  • No, but plan to in 2019: 30%
  • No, and do not plan to in 2019: 17%
Generated content
  • In-house: 90%
  • Outsource: 10%
Used content as a lead-generation tool
  • Yes: 70%
  • No: 30%
Noticed an increase in web traffic since developing content
  • Not sure: 44%
  • Yes: 40%
  • No, but plan to continue developing original content in 2019: 16%

Your Company Marketing: social media

Top social sites used to maintain company presence (select all that apply)
  • LinkedIn: 79%
  • Facebook: 73%
  • Twitter: 60%
  • Instagram: 34%
  • YouTube: 27%
  • None: 6%
  • Other: 2%
Social sites with the most ROI
  • Not sure: 32%
  • LinkedIn: 23%
  • Facebook: 22%
  • N/A: 10%
  • Twitter: 7%
  • Instagram: 3%
  • YouTube: 2%
  • Other: 1%
Used social media automation tools
  • No, and do not plan to in 2019: 39%
  • Yes: 33%
  • No, but plan to in 2019: 28%
Top social automation tool
  • Hootsuite: 68%
  • Buffer: 18%
  • HubSpot: 13%
  • Sprout Social: 11%
  • Other: 5%
  • Meet Edgar: 0%

Your Company Marketing: press releases

Sent out company press releases
  • Yes: 70%
  • No, but plan to in 2019: 17%
  • No, and do not plan to in 2019: 13%
Wrote press releases
  • In-house: 83%
  • Outsource: 17%
How you shared press releases (select all that apply)
  • Company website: 72%
  • Direct outreach to local media: 68%
  • Direct outreach to CRE media outlets (The News Funnel, Bisnow, GlobeSt.com, Connect Media, RE Journals): 49%
  • Direct outreach to mainstream media outlets (New York Times, Wall Street Journal, Forbes, Business Insider): 32%
  • PR platforms (pr.com, newswire.com, prweb.com): 20%
  • Other: 9%

Predictions: marketing plans

Listing marketing strategies you plan to adopt in 2019 (select all that apply)
  • Email marketing: 43%
  • Social media: 42%
  • Video: 38%
  • Drone videos: 36%
  • Advertising: 33%
  • 3D tours: 28%
  • Signs: 24%
  • None of the above: 8%
  • Other: 3%
Company marketing strategies you plan to adopt in 2019 (select all that apply)
  • Social media: 53%
  • Email marketing: 46%
  • Video: 44%
  • Events/Community Outreach: 43%
  • Advertising: 39%
  • Blogging: 39%
  • Podcast: 8%
  • None of the above: 3%
  • Other: 2%

Predictions: technology

CRE will embrace technology more in 2019
  • More: 92%
  • Stay the same: 8%
CRE Tech tools you plan to adopt in 2019 (select all that apply)
  • Marketing automation: 43%
  • Drone videos: 43%
  • Document sharing/Dropbox: 34%
  • Blog: 33%
  • CRM: 33%
  • Listing marketplaces: 28%
  • Electronic document signatures: 28%
  • Document automation: 20%
  • Back-office/commission tracking: 17%
  • Online payments: 13%
  • Other: 5%
  • None of the above: 3%
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