| Buyers choose Internet as primary source of info over 7 other sources combined |
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| 已发布 by anon on 2002-10-25 00:36:26 EST |
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The Internet is the primary source that the majority of prospective buyers use when searching for a home and home builders may not be catching on fast enough, according to two recent surveys conducted simultaneously by American Home Guides.
The first poll asked home builders how most of their home buyers found them, and from 352 responses, Internet referral sites were the leading choice at 34 percent.
The second poll asked prospective buyers what their primary source of information is when shopping for a home. From 5,103 responses, the Internet was the top source chosen by 54 percent of respondents, while the next-closest source was a real estate agent with nearly 12 percent of respondents.
The surveys also showed that buyers use traditional advertising vehicles significantly less than builders think. While 17 percent of builder respondents said they believe most home buyers find them through housing magazines, only 6 percent of home buyers chose these magazines as their primary source. Almost 13 percent of the participating builders said they believe customers use newspaper ads as their primary source, but only 8 percent of buyers agreed.
"(I)t would appear that buyers use the Internet at nearly twice the levels that builders perceive," said American Home Guides President Barry Lynn. "In fact, if you combined all of the other sources for new home information we gave buyers in the poll, including driving around, housing magazines, newspaper ads, radio advertising, television advertising, real estate agent and 'other,' their combined total of about 45 percent is nine percentage points lower than 'Internet' by itself."
American Home Guides is an Internet marketing service for the home building industry.
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