It’s easy to get caught up in the marketing channel or tactic of the moment, thanks to the ever-changing landscape of the digital landscape.
Wouldn’t it be nice to know what could work for years to comes, to ensure a stable prosperity for your business?
That’s exactly what Imprev’s Thought Leader Survey aims to do. According to the survey’s foreward, “[they] asked real estate leaders to predict the state of marketing in 2022,” in order to discern between channels that are “passing fads” and those that “have the potential to revolutionize the industry.”
When it comes to current marketing technology, over 40 percent of those surveyed believe that mobile apps, social media and videos will be most important five years from now.
As one might expect, print advertising (both targeted and in mass) are expected to be obsolete, with only 3 percent of those surveyed believing in its long-term viability. Part of that is due to its limited value as a marketing tool; 33 percent of those surveyed believe it only works for brand marketing; another 17 percent believe it is dead altogether.
What a little less expected is that display advertising falls into that lower tier as well; just three percent of those surveyed believe it will continue to be a viable marketing strategy.
When it comes to emerging technology, the five that stand out as most important to the future are as follows: predictive analytics (74%), big data (72%), marketing automation services (67%), Augmented reality/3D tours (46%) and AI (50%).
Marketing automation services are amongst the most likely investment points for those surveyed, followed by predictive analytics and big data.
AI and AR technology may be seen as important, but it is likely cost-prohibitive for certain real estate companies.
The main concerns about marketing in the future come down to effectiveness of spend. Fifty-one percent of those surveyed hoped to increase their ability to measure effectiveness by 2022 while 69 percent believe that marketing technology will make them more productive thanks to automation.
Finally, when it comes to managing the marketing relationship, more folks see brokers taking control. Forty two percent believe brokers will control the majority of the marketing by 2022; currently, 29 percent find themselves in that situation.
At the same time, those surveyed anticipate a decrease in the instances of total or majority agent control over the marketing relationship.