In an effort to better understand the evolving role of digital media in the consumer home search, Google and NAR have collaborated to produce a report called The Digital House Hunt: Consumer and Market Trends in Real Estate.
The home shoppers surveyed for the report include those looking for an existing home, a newly-constructed home, or an apartment.
The goal of this study is to show real estate professionals the value of digital marketing strategies. Video, mobile, social channels, and paid search strategies have all become essential tools in the real estate business.
The report contains a wealth of information which can be used by real estate agents to help target marketing dollars. Among the many topics covered are the importance of virtual tours and video showcasing, where internet searches rank in the tools potential home buyers use to look for a home, and how agents bridge the gap between internet research and viewing and buying a home.