2012 SOCIAL MEDIA AND MOBILE TECHNOLOGY SURVEY

PRELIMINARY RESULTS

Methodology

• 792 internet surveys of randomly selected members in September 2012.

• Maximum sampling error: ±1.36% at 2 standard deviations (a 95% confidence level). Subsets of the total sample will have a higher sampling error.

UPGRADES & GADGETS

Most Important Tech Purchase/Upgrade

Q: What was your most important technology upgrade in the last 12 months?

27%

Tablet

19%

Laptop

44%

Smartphone

Most Important Tech Purchase/Upgrade

TabletLaptop

SmartphoneOther

0%5%

10%15%20%25%30%35%40%45%

27%

19%

44%

10%

2012

Q: What was your most important technology upgrade in the last 12 months?

Almost 1-in-3 Ranked Smartphones & Tablets a #1

Smartphone

Laptop

Tablet

Desktop Computer

Other

- 1.00 2.00 3.00 4.00 5.00

2.12

2.13

2.61

3.19

4.95

Q: Which of the following tools do you use most often in your real estate business? Rank in order of importance (Top Ranking =1)

Most Important Least Important

Top Rated Tech Tools For REALTORS®

1. Smartphone2. Laptop

3. Tablet

MOBILE TECHNOLOGY – THE FUTURE OF REAL ESTATE?

Most REALTORS® Want the Latest & Greatest

68%

32%

Do you need to have the latest technology for your real estate business?

YesNo

Mobile Technology Big Win For Real Estate

Muc

h m

ore

effic

ient

Mor

e ef

ficien

t

Less

effi

cient

Muc

h les

s effi

cient

Don't

know

0%

10%

20%

30%

40%

50%

60%

70%

34%

58%

1% 0%7%

Mobile Technology Has Made Me…

Q: Please chose the answer category that best completes the phrase below: In my business, mobile technology has made me….

Mobile – Enhancing the Way Real Estate is Conducted

83%

7%

9%

Do you believe mobile technology has enhanced your real estate business?

YesNoUnsure

Address arising issues/ problems much faster

Not Yet/ Not Sure

GPS

Mobile Apps

Other

Text Messaging

Higher efficiency / Convience

Respond quicker

Having the ability to get information immediately

Ability to communicate with my clients and respond to their needs

Accessibility & remote access from anywhere

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

0.97%

2.66%

3.38%

4.83%

5.07%

5.56%

15.70%

17.15%

26.09%

28.74%

42.03%

How Has Mobile Technology HelpedYour Business?

Majority of California REALTORS® Are Just Getting Mobile….

My business is completely mobile; I only use a tablet, laptop and/or smart phone.

I am getting there; I use a tablet, laptop, smart phone and/or desktop computer.

My business is more office-based; I use a desktop computer and a smart phone.

I am not yet mobile; I only use a desktop and regular cellular phone.

27%

40%

26%

6%

2012

Q: Please indicate which of the following statements best describes the mobility of your real estate business.

Mobile Stands Out When Conducting Real Estate

Text Messages

Mobile Internet

GPS Navigation

Built-in Camera

Mobile Apps specifically for Real Estate

Mobile Apps

Social Networking-Access

0% 20% 40% 60% 80%

72%

70%

53%

41%

38%

25%

20%

Q: Which mobile-device features have affected the way you conduct your real estate business?

3 in 10 Use Mobile Devices to Get E-Signatures on Documents

0%10%20%30%40%50%60%70%80%

30%19%

75%

9% 8%

For those that use e-signature on Mobile, an average of 17 transactions completed.

Q: Have you ever sent documents for electronic signature from a mobile device? How many transactions? Which service?

When Cloud Computing: Dropbox Floats to the Top

None

DropBox

Google Docs

zipVault®

Other (please specify)

SugarSync

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

43%

29%

23%

14%

7%

1%

Q: What document storage do you use on a mobile device? (Please check all that apply)

SOCIAL MEDIAIt’s About The Relationships & Connections

Social Media Space Getting More Saturated

Facebook 61%

LinkedIn 54%Do not use

social media for my busi-ness 27%

YouTube 25%

Twitter 21%

Yelp 12%

Pinterest 6% Other 6%Foursquare 2% Tumblr 1%

Q: Which social media platforms (i.e. Facebook, LinkedIn, Twitter, etc.) do you employ in your business?

Most Beneficial Social Media Platform

43%

25%

13%

Other 12%Twitter 4%

Yelp; 3%

Q: Which social media platform do you find most beneficial to your real estate business?

REALTORS® Know Relationships Matter When it Comes To Connecting

I actively seek to connect with people that I’ve met through networking or friends of friends.

I solicit connections and accept requests from others who contact me.

I do not actively seek connections, but only accept requests that I receive to connect.

Other

0% 10% 20% 30% 40% 50%

41%

29%

25%

5%

Q: How do you make your connections?

How Has Social Media Helped Your Business?

Other

Data analysis

Immediate availability to clients

It hasn't helped/ Not sure

To stay connected with previous clients

Increased ability to network

Free Marketing/ Advertising Tool

0% 5% 10% 15% 20% 25% 30% 35% 40%

3.85%

4.81%

11.54%

18.75%

19.71%

30.77%

36.54%

Almost 3 in 5 have Utilized Social Media for Over A Year

8%

14%

19%

28%

31%2+ yrs.

1-2 yrs.

6-12 mos.

1-6 mos.

Less than 1 mo.

Q: How long have you been using social media in your real estate business?

Still, There is a Social Media Learning Curve

I am a guru. I use it daily, have generated business from it, and am able to teach it to other agents and my clients.

I am a savvy user. I use it often and have successfully engaged my clients.

I am still learning the ropes. I use it occasionally, but still have a lot of learning to do.

I am a beginner. I have an account, but rarely use it and/or would like training.

0% 20% 40% 60%

6%

32%

50%

12%

Q: Which of the following statements best describes your knowledge and use of social media?

Almost ½ Surveyed Connect At Least Once A Day or More

Mult

iple

times

dail

y

Onc

e a

day

Mult

iple

times

wee

kly

Onc

e a

week

Mult

iple

times

mon

thly

Onc

e a

mon

th

Less

freq

uent

ly th

an o

nce

a m

onth

0%

10%

20%

30%

40%

50%

32%

17%24%

8% 7%3%

9%

Q: How often do you utilize this outlet?

And How Are They Connecting?72%

7% (Other Tablet)

50%

71%

Q: Which devices do you use to access social media for your real estate business? Please check all that apply.

34% (iPad)

2% Other Method

REALTORS® Spend About 1/4th of Their Time Using Social Media Weekly

Average

Hours spent using social media 12+

Hours worked 50+

Q: How many hours do you spend using social media each week for your real estate business?

Q: How many hours do you work in a typical week?

Objective of Using Social Media: The Connections!

Staying in touch with clients

Be more accessible to my clients

Respond to clients faster

Market my business to a younger demographic

Farming

Other (please specify)

0% 20% 40% 60% 80%

67%

54%

50%

44%

35%

8%

Q: In an effort to grow your business, what objective are you trying to achieve by incorporating social media into your business?

2/3rds Say Social Media Integral to Marketing Plan

66%

34%

Yes No

Q: Do you consider social media an integral part of your marketing plan?

Strong Correlation Between Spending & Results of Social Media Marketing

Average

% of business generated from social media 14%

% of marketing budget allocated to social media

10%

Q: Please specify the percentage of your marketing budget that is allocated to social media.

Q: What percentage of your business is generated from your use of social media?

Social Media ROI – Referrals Referrals Referrals

Referrals

Qualified leads from social media

Connections: Number of friends, followers, or "likes"

Website visits

Reach/Influence using data from programs such as Klout or Facebook Insights

Other (please specify)

Shares, retweets, mentions

0% 20% 40% 60% 80%

63%

43%

34%

25%

15%

11%

11%

Q: How do you measure return on your investment in social media (both time and dollars invested)? (Please check all that apply)

Majority of Social Media Learning is Self-Taught

Self taught through internet research

Webinar

Learned from a friend

Live instruction

Video tutorial

None

Other (please specify)

0% 10% 20% 30% 40% 50% 60% 70%

58%

35%

29%

28%

18%

7%

6%

Q: What training have you taken on using social media (i.e. webinar, live instruction, etc.)?

The Jury’s Still Out on Whether Social Media Has Enhanced Business

50%

21%

29%

YesNoUnsure

Q: Do you believe social media has enhanced your real estate business?

Most Will Integrate Social Media Next Year But Are Mindful of Time – Benefits

I plan to further integrate social media into my business.

I would like to continue learning more about social media and its benefits for my business.

I am still unsure about the benefits of social media for my business.

I still plan to use social media, but will decrease the time and resources.

I do not plan to continue using social media.

0% 10% 20% 30% 40% 50%

36%

35%

22%

2%

5%

Q: How do you plan to use social media in your real estate business in the coming year?

LISTINGS, BLOGGING, VIDEOWhat is the best strategy?

Listing Space Congested

Multiple Listing Service

Realtor.com

Trulia

Zillow

Facebook updates

IDX feed

Video sites such as YouTube

ListHub

Twitter updates

Other (specify)

Blog posts

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

96%

70%

51%

50%

38%

36%

19%

11%

10%

8%

5%Q: How do you showcase your listings? (Please check all that apply)

However Traditional Methods Most Effective

Multiple Listing Service

Realtor.com

Zillow

Trulia

Other (specify)

IDX feed

Facebook updates

Don't know

Video sites such as YouTube

Twitter updates

ListHub

Blog posts

0% 10% 20% 30% 40% 50% 60% 70%

64%

10%

9%

5%

4%

4%

4%

1%

1%

0%

0%

0%Q: Which method gets the most response?

Listing Space Congested

Other 8%

50%

Q: How do you showcase your listings? (Please check all that apply)

Feed 36%

70%

Updates 38%

51%

11%

96%

Multiple Listing Service

Updates 10%

Video Sites, etc 19%

However Traditional Methods Most Effective

Other 4%

9%

Q: Which method gets the most response?

Feed 4%

10%

Updates 4%

5%

64%Multiple Listing Service

Video Sites, etc 1%

Don’t Know 1%

Most REALTORS® Do Not Blog For Their Real Estate Business

12%

88%

YesNo

Q: Do you maintain a blog for your real estate business?

For Those That Do, They Are DIY’rs

I write and post everything myself

I write but have someone else maintain postings/comments/responses

I hired someone to handle the writing/postings/comments/responses

I share writing and maintenance responsibilities with another person(s)

Other (specify)

-10% 10% 30% 50% 70%

67%

10%

13%

8%

3%

Q: Which of the following best describes your blog maintenance: N=63

Using Video?

No, I do not use video for my real estate business

Listings

Marketing your brand/name

Market conditions or other informational content

City/neighborhood video tours

Other (specify)

0% 20% 40% 60% 80%

59%

37%

8%

6%

5%

3%

Q: Do you use video in your real estate business for any of the following?

Most Agree: Video is an Effective Media

76%

24%

YesNo

Q: Do you feel video is an effective form of media in real estate?

MEMBER DEMOGRAPHICS

Gender

56%

44%

Female Male

Age

4%

22%

58%

15%

Gen Y (32 & younger) Gen X (33-47)Boomers (48-66) Seniors (67+)

Professional Role

78%

22%

Sales/Broker Associate Broker Manager/Owner

Years in Business

Mean/Avg

Median

0 2 4 6 8 10 12 14 16

15.8

12

Transaction Sides (Average)

2011 2012 (1st half)0

2

4

6

8

10

12

14

12.9

8.4

Median Gross Income 2011

20110

10000

20000

30000

40000

50000

60000

70000

80000

$73,840

Education Level

Some high school (no diploma)

High school diploma

Some college (no degree)

AA degree (2 years)

BA/BS degree

Master’s degree

Some graduate school (no degree)

JD/LLM/Ph.D

0% 10% 20% 30% 40%

0%

2%

35%

13%

32%

10%

5%

2%