TAMPA, FL--(Marketwired - Dec 7, 2016) - Happy Grasshopper, the leader in email marketing for real estate professionals, today announces the results of its 2016 Homeowners Survey to determine how current homeowners find a real estate agent and what type of relationship they prefer to have with them. The survey found almost half, 49 percent, of homeowners do not have a "go-to" real estate agent. The survey also revealed homebuyers are using word of mouth to find an agent, with 51 percent of buyers connecting with their real estate agents on a referral basis, while only 10 percent of homebuyers were contacted first by an agent. Moreover, 70 percent of homeowners said they did "very little" or "some" research before choosing an agent.
"The study shows a large percentage of the market is up for grabs, not only because many homeowners do not have a preferred agent, but also the fact that most homeowners aren't doing heavy research before hiring one," said Dan Stewart, CEO and co-founder of Happy Grasshopper. "This suggests communication initiated by an agent might be enough to turn a lead into a sale, even if it takes years before the client is ready to buy or sell. Agents are missing opportunities to cultivate relationships with past and potential clients so when it is time to move, they know who to call."
The study found 36 percent of homeowners find it beneficial to receive communication from an agent, such as market listings and open houses in their neighborhoods, even when the homeowner isn't looking to buy or sell. Additionally, nearly 40 percent of homeowners are in favor of receiving more than just information on the housing market, including home upkeep topics and happenings in a neighborhood. At the same time, only 19 percent of homeowners say they actually receive that communication. It also found the preferred method of communication is email. Homeowners overwhelmingly said they preferred email over text message, phone and social media communication.
"Staying in touch is possibly the most underrated and underused tactic that I see from my colleagues in the industry, despite the fact that it's as easy as sending an email," said Matt Bohanon, Team Leader of Keller Williams Select in Sarasota, Florida. "Keeping frequent communication, even with the people who seem like they'll never buy or sell, will eventually pay off, maybe not through a transaction, but they'll most likely refer you to their friends."
For more information about Happy Grasshopper, visit www.happygrasshopper.com.
Happy Grasshopper launched the study via SurveyMonkey and surveyed 300 U.S. homeowners. Respondents ranged from ages 18-65 and were split between 53 percent female respondents and 47 percent male respondents. The study asked questions across a variety of topics, including how the respondents found their real estate agents and what type of relationship they have with their agents.