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2020 DNA of #CRE Marketer Results

153 responses

How do you create your marketing materials?

147 out of 153 answered

1
Adobe Creative Apps
46%/ 69 resp.
2
Buildout
30%/ 45 resp.
3
Canva
7%/ 11 resp.
4
Microsoft PowerPoint
6%/ 9 resp.
5
Design firm
2%/ 3 resp.
6
Google Docs & Slides
2%/ 3 resp.
7
Microsoft Word
2%/ 3 resp.
8
RealNex
0%/ 1 resp.
9
PropertyCapsule
0%/ 0 resp.
10
Other
2%/ 3 resp.

Do you use property photos in promotional materials?

147 out of 153 answered

1
Yes
98%/ 144 resp.
2
No
2%/ 3 resp.

Who provides your property photos, if you use them in promotional materials?

141 out of 153 answered

1
My team takes them
41%/ 58 resp.
2
We hire professional photographers
31%/ 45 resp.
3
I take them
15%/ 22 resp.
4
Other
11%/ 16 resp.

If you don’t use photos in your marketing, why not?

2 out of 153 answered

1
Not effective for us
100%/ 2 resp.
2
Don’t know how
0%/ 0 resp.
3
Too expensive
0%/ 0 resp.
4
Too time-consuming
0%/ 0 resp.
5
Other
0%/ 0 resp.

Do you use videos or 3D tours for property marketing?

146 out of 153 answered

1
Yes
56%/ 83 resp.
2
No
43%/ 63 resp.

Do you produce your videos or 3D tours in-house, if you use them?

83 out of 153 answered

1
Yes
55%/ 46 resp.
2
No, we outsource
44%/ 37 resp.

What technology do you use to create videos or 3D tours, if you produce in-house?

46 out of 153 answered

1
Video editing platforms (Adobe Premiere, Final Cut Pro, iMovie, Movie Maker)
65%/ 30 resp.
2
Drones
52%/ 24 resp.
3
iPhone/Android
47%/ 22 resp.
4
Traditional camera
30%/ 14 resp.
5
3D tour camera
17%/ 8 resp.
6
Other
6%/ 3 resp.

How much do you spend each year on outsourcing video or 3D tours, if you don’t produce in-house?

37 out of 153 answered

1
$1,000–2,999
32%/ 12 resp.
2
$10,000–19,999
18%/ 7 resp.
3
$5,000–9,999
16%/ 6 resp.
4
< $1,000
16%/ 6 resp.
5
$20,000–49,999
8%/ 3 resp.
6
$3,000–4,999
8%/ 3 resp.
7
$50,000–80,000
0%/ 0 resp.
8
> $80,000
0%/ 0 resp.

If you don’t use videos or 3D tours, why not?

60 out of 153 answered

1
Too expensive
33%/ 20 resp.
2
Not up to me
25%/ 15 resp.
3
Not effective for us
18%/ 11 resp.
4
Too time-consuming
10%/ 6 resp.
5
Don’t know how
6%/ 4 resp.
6
Other
6%/ 4 resp.

Do you use email marketing to share your listings?

147 out of 153 answered

1
Yes
95%/ 140 resp.
2
No
4%/ 7 resp.

What software do you use, if you use email marketing?

137 out of 153 answered

1
Constant Contact
34%/ 47 resp.
2
Mailchimp
25%/ 35 resp.
3
Buildout
10%/ 15 resp.
4
HubSpot
6%/ 9 resp.
5
Pardot
4%/ 6 resp.
6
Marketo
2%/ 3 resp.
7
Send Grid
2%/ 3 resp.
8
iContact
1%/ 2 resp.
9
Oracle Eloqua
1%/ 2 resp.
10
AdRoll
0%/ 1 resp.
11
Customer.io
0%/ 1 resp.
12
Other
9%/ 13 resp.

Would you recommend this email marketing software to others?

123 out of 153 answered

1
Yes
89%/ 110 resp.
2
No
10%/ 13 resp.

What is your average open rate, if you use email marketing?

140 out of 153 answered

1
16–20%
22%/ 31 resp.
2
21–25%
17%/ 24 resp.
3
26–30%
17%/ 24 resp.
4
11–15%
11%/ 16 resp.
5
Not sure
10%/ 15 resp.
6
6–10%
8%/ 12 resp.
7
31–40%
4%/ 6 resp.
8
41–50%
4%/ 6 resp.
9
1–5%
3%/ 5 resp.
10
> 50%
0%/ 1 resp.
11
< 1%
0%/ 0 resp.

What is your average click-through rate, if you use email marketing?

139 out of 153 answered

1
1–5%
27%/ 38 resp.
2
6–10%
20%/ 29 resp.
3
Not sure
18%/ 26 resp.
4
11–15%
10%/ 15 resp.
5
16–20%
10%/ 15 resp.
6
21–25%
5%/ 7 resp.
7
26–30%
1%/ 2 resp.
8
31–40%
1%/ 2 resp.
9
41–50%
1%/ 2 resp.
10
> 50%
1%/ 2 resp.
11
< 1%
0%/ 1 resp.

If you don’t use email marketing, why not?

6 out of 153 answered

1
Not effective for us
33%/ 2 resp.
2
Don’t know how
16%/ 1 resp.
3
Too time-consuming
16%/ 1 resp.
4
Not up to me
0%/ 0 resp.
5
Too expensive
0%/ 0 resp.
6
Other
33%/ 2 resp.

Do you use social media to promote your listings?

147 out of 153 answered

1
Yes
81%/ 119 resp.
2
No
19%/ 28 resp.

Which platforms do you use, if you use social media?

118 out of 153 answered

1
LinkedIn
88%/ 104 resp.
2
Facebook
82%/ 97 resp.
3
Twitter
66%/ 78 resp.
4
Instagram
63%/ 75 resp.
5
YouTube
36%/ 43 resp.
6
theBrokerList
17%/ 21 resp.
7
Snapchat
5%/ 6 resp.
8
TikTok
1%/ 2 resp.
9
Other
1%/ 2 resp.

Which platform gives you the best ROI, if you use social media?

116 out of 153 answered

1
LinkedIn
44%/ 52 resp.
2
Facebook
28%/ 33 resp.
3
Instagram
8%/ 10 resp.
4
Twitter
6%/ 7 resp.
5
theBrokerList
3%/ 4 resp.
6
YouTube
3%/ 4 resp.
7
Snapchat
0%/ 1 resp.
8
TikTok
0%/ 0 resp.
9
Other
4%/ 5 resp.

How do you manage your social media, if you use it?

118 out of 153 answered

1
Manually
50%/ 59 resp.
2
Hootsuite
24%/ 29 resp.
3
Buffer
7%/ 9 resp.
4
HubSpot
6%/ 8 resp.
5
Sprout Social
1%/ 2 resp.
6
MeetEdgar
0%/ 1 resp.
7
Other
8%/ 10 resp.

Whose accounts are listings promoted on, if you use social media?

116 out of 153 answered

1
Brokerage social channels
64%/ 75 resp.
2
Broker professional social channels
59%/ 69 resp.
3
Marketer professional social channels
35%/ 41 resp.
4
Other
6%/ 8 resp.

If you don’t use social media, why not?

27 out of 153 answered

1
Not effective for us
48%/ 13 resp.
2
Not up to me
18%/ 5 resp.
3
Don’t know how
11%/ 3 resp.
4
Too time-consuming
11%/ 3 resp.
5
Too expensive
0%/ 0 resp.
6
Other
11%/ 3 resp.

Do you send out press releases to promote your listings?

147 out of 153 answered

1
Yes
55%/ 82 resp.
2
No
44%/ 65 resp.

How do you share press releases, if you send them to promote listings?

82 out of 153 answered

1
Direct outreach to CRE media outlets (The News Funnel, Bisnow, REJournal, etc.)
69%/ 57 resp.
2
Direct outreach to local media
69%/ 57 resp.
3
Company website
68%/ 56 resp.
4
PR platforms
28%/ 23 resp.
5
Direct outreach to mainstream media outlets (New York Times, Wall Street Journal, etc.)
26%/ 22 resp.
6
Other
2%/ 2 resp.

If you don’t use press releases, why not?

64 out of 153 answered

1
Not effective for us
34%/ 22 resp.
2
Not up to me
25%/ 16 resp.
3
Don’t know how
15%/ 10 resp.
4
Too time-consuming
12%/ 8 resp.
5
Too expensive
3%/ 2 resp.
6
Other
9%/ 6 resp.

Do you use traditional marketing channels to promote your listings?

147 out of 153 answered

1
Yes
64%/ 95 resp.
2
No
35%/ 52 resp.

Which channels do you use, if you promote listings with traditional marketing?

95 out of 153 answered

1
Direct mail
77%/ 74 resp.
2
Newspaper
29%/ 28 resp.
3
Magazine
26%/ 25 resp.
4
Trade shows
25%/ 24 resp.
5
Outdoor
23%/ 22 resp.
6
Radio
4%/ 4 resp.
7
Television
4%/ 4 resp.
8
Other
3%/ 3 resp.

If you don’t use traditional advertising, why not?

52 out of 153 answered

1
Not effective for us
51%/ 27 resp.
2
Not up to me
23%/ 12 resp.
3
Too expensive
11%/ 6 resp.
4
Too time-consuming
3%/ 2 resp.
5
Don’t know how
0%/ 0 resp.
6
Other
9%/ 5 resp.

Do you run digital ad campaigns for listings?

147 out of 153 answered

1
No
52%/ 77 resp.
2
Yes
47%/ 70 resp.

Where will you likely advertise this year, if you run digital campaigns?

69 out of 153 answered

1
Social media ads
60%/ 42 resp.
2
CoStar/LoopNet ads
44%/ 31 resp.
3
Google Ads - Search (text)
36%/ 25 resp.
4
Google Ads - Display
29%/ 20 resp.
5
Local media
27%/ 19 resp.
6
CRE industry media (Bisnow, Connect Media, REJournal, GlobeSt.com)
21%/ 15 resp.
7
Bing Ads
1%/ 1 resp.
8
Other
0%/ 0 resp.

If you don’t run digital ad campaigns for your listings, why not?

76 out of 153 answered

1
Not up to me
31%/ 24 resp.
2
Not effective for us
25%/ 19 resp.
3
Too expensive
19%/ 15 resp.
4
Don’t know how
11%/ 9 resp.
5
Too time-consuming
6%/ 5 resp.
6
Other
5%/ 4 resp.

What is the most effective way you promote your listings?

145 out of 153 answered

1
Email
39%/ 57 resp.
2
Listing sites
32%/ 47 resp.
3
Digital advertising
9%/ 13 resp.
4
Social media
4%/ 7 resp.
5
Websites
4%/ 7 resp.
6
Traditional marketing
2%/ 4 resp.
7
Press releases
1%/ 2 resp.
8
Other
5%/ 8 resp.

Do you use content to maintain your brokerage’s online presence?

147 out of 153 answered

1
Yes
68%/ 100 resp.
2
No
32%/ 47 resp.

What kind of content do you plan to create this year, if you use it to maintain your brokerage’s online presence?

99 out of 153 answered

1
Blog
77%/ 77 resp.
2
Infographics
54%/ 54 resp.
3
Video
53%/ 53 resp.
4
Informational white papers or reports
44%/ 44 resp.
5
Survey data
30%/ 30 resp.
6
Other
6%/ 6 resp.

Do you create content in-house or outsource, if you use it?

100 out of 153 answered

1
Both in-house and outsource
47%/ 47 resp.
2
In-house
47%/ 47 resp.
3
Outsource
6%/ 6 resp.

Do you use this content as a lead generating tool?

100 out of 153 answered

1
Yes
74%/ 74 resp.
2
No
15%/ 15 resp.
3
Not sure
11%/ 11 resp.

Do you notice an increase in web traffic after launching new content on your website?

100 out of 153 answered

1
Yes
71%/ 71 resp.
2
Not sure
20%/ 20 resp.
3
No
9%/ 9 resp.

If you don’t use content to maintain your brokerage’s online presence, why not?

46 out of 153 answered

1
Not up to me
43%/ 20 resp.
2
Too time-consuming
23%/ 11 resp.
3
Don’t know how
15%/ 7 resp.
4
Not effective for us
10%/ 5 resp.
5
Too expensive
0%/ 0 resp.
6
Other
6%/ 3 resp.

Do you create individual broker bios?

146 out of 153 answered

1
Yes
80%/ 118 resp.
2
No
19%/ 28 resp.

What websites do you use to maintain broker bios, if you create them?

118 out of 153 answered

1
Company website
79%/ 94 resp.
2
Buildout
35%/ 42 resp.
3
LinkedIn
33%/ 40 resp.
4
CoStar/LoopNet
28%/ 33 resp.
5
theBrokerList
13%/ 16 resp.
6
Do not maintain profiles
1%/ 2 resp.
7
Other
6%/ 8 resp.

Would you recommend any of these websites to others as a way to maintain broker bios?

71 out of 153 answered

1
Yes
84%/ 60 resp.
2
No
15%/ 11 resp.

If you don’t create individual broker bios, why not?

27 out of 153 answered

1
Not effective for us
25%/ 7 resp.
2
Not up to me
25%/ 7 resp.
3
Don’t know how
14%/ 4 resp.
4
Too expensive
3%/ 1 resp.
5
Too time-consuming
3%/ 1 resp.
6
Other
25%/ 7 resp.

Will your company provide headshots for your brokers?

146 out of 153 answered

1
Yes
84%/ 124 resp.
2
No
15%/ 22 resp.

Do you regularly track marketing metrics to assess performance?

145 out of 153 answered

1
Yes
68%/ 99 resp.
2
No
31%/ 46 resp.

If you track metrics, how often do you do so?

99 out of 153 answered

1
Monthly
51%/ 51 resp.
2
Weekly
40%/ 40 resp.
3
Quarterly
27%/ 27 resp.
4
Annually
13%/ 13 resp.
5
Other
3%/ 3 resp.

Do you report on ROI of marketing efforts, if you track metrics?

98 out of 153 answered

1
No
54%/ 53 resp.
2
Yes
45%/ 45 resp.

Why do you report on ROI of marketing efforts, if so?

44 out of 153 answered

1
Informing which campaigns to pursue
61%/ 27 resp.
2
Making the case for marketing investment
59%/ 26 resp.
3
Required for brokerage leadership
38%/ 17 resp.
4
Other
4%/ 2 resp.

If you don’t report on ROI of marketing efforts but do track metrics, why not?

53 out of 153 answered

1
Not up to me
34%/ 18 resp.
2
Too time-consuming
28%/ 15 resp.
3
Don’t know how
20%/ 11 resp.
4
Not effective for us
11%/ 6 resp.
5
Too expensive
0%/ 0 resp.
6
Other
5%/ 3 resp.

If you don’t regularly track marketing metrics, why not?

46 out of 153 answered

1
Not up to me
30%/ 14 resp.
2
Don’t know how
23%/ 11 resp.
3
Too time-consuming
21%/ 10 resp.
4
Not effective for us
8%/ 4 resp.
5
Too expensive
2%/ 1 resp.
6
Other
13%/ 6 resp.

Which brokerage management tasks are you responsible for outside of marketing?

145 out of 153 answered

1
Maintaining listing data or database
65%/ 95 resp.
2
Maintaining broker profiles
53%/ 77 resp.
3
Maintaining broker research/prospecting databases
37%/ 55 resp.
4
Invoicing and payments
30%/ 44 resp.
5
Commission tracking
25%/ 37 resp.
6
None
13%/ 19 resp.

What tool do you use to manage commission tracking, if your responsibility?

35 out of 153 answered

1
I manage my back-office process manually
45%/ 16 resp.
2
Buildout Elite
11%/ 4 resp.
3
CoStar Brokerages (formerly ReApplications)
11%/ 4 resp.
4
Dealius
8%/ 3 resp.
5
CommissionTrac
5%/ 2 resp.
6
Other
17%/ 6 resp.

Where do you house company data, if you're responsible for listing or broker research/prospecting data/databases?

105 out of 153 answered

1
Buildout
50%/ 53 resp.
2
Spreadsheets
38%/ 40 resp.
3
CREXi
31%/ 33 resp.
4
CoStar Brokerages (formerly ReApplications)
28%/ 30 resp.
5
Database built in-house
18%/ 19 resp.
6
Apto
13%/ 14 resp.
7
ClientLook
10%/ 11 resp.
8
Outlook
8%/ 9 resp.
9
Paper forms
7%/ 8 resp.
10
Salesforce
7%/ 8 resp.
11
Hubspot CRM
6%/ 7 resp.
12
RealNex
5%/ 6 resp.
13
REthink CRM
4%/ 5 resp.
14
Microsoft Dynamics
2%/ 3 resp.
15
None
1%/ 2 resp.
16
AscendixRE
1%/ 1 resp.
17
Other
13%/ 14 resp.

Would you recommend any of these tools to others as a listing/database tool?

87 out of 153 answered

1
Yes
81%/ 71 resp.
2
No
18%/ 16 resp.

How do you distribute to third-party listing sites, if you’re responsible for maintaining listing data?

105 out of 153 answered

1
Manual data entry by in-house marketer/administrator
60%/ 63 resp.
2
Using an online service
13%/ 14 resp.
3
Manual data entry by brokers
11%/ 12 resp.
4
Don’t use listing sites
6%/ 7 resp.
5
Other
8%/ 9 resp.

How many hours per week do you spend on brokerage management, if responsible for tasks outside of marketing?

126 out of 153 answered

1
1–5 hours
33%/ 42 resp.
2
6–10 hours
23%/ 30 resp.
3
> 20 hours
12%/ 16 resp.
4
16–20 hours
11%/ 14 resp.
5
< 1 hour
11%/ 14 resp.
6
11–15 hours
7%/ 10 resp.

Does your company post individual listings to your brokerage website?

144 out of 153 answered

1
Yes
85%/ 123 resp.
2
No
14%/ 21 resp.

What platform do you use, if you post listings to your website?

121 out of 153 answered

1
Buildout
53%/ 65 resp.
2
Content management system
12%/ 15 resp.
3
CoStar plugin
8%/ 10 resp.
4
CREXi
5%/ 6 resp.
5
LoopLink
2%/ 3 resp.
6
Other
18%/ 22 resp.

Would you recommend this platform to others?

98 out of 153 answered

1
Yes
90%/ 89 resp.
2
No
9%/ 9 resp.

If you don’t post listings to your website, why not?

21 out of 153 answered

1
Not effective for us
38%/ 8 resp.
2
Too time-consuming
14%/ 3 resp.
3
Don’t know how
9%/ 2 resp.
4
Too expensive
0%/ 0 resp.
5
Other
38%/ 8 resp.

In your opinion, what is the economic outlook for CRE in 2020?

145 out of 153 answered

1
Somewhat positive
43%/ 63 resp.
2
Neutral
21%/ 31 resp.
3
Somewhat negative
17%/ 25 resp.
4
Very positive
17%/ 25 resp.
5
Very negative
0%/ 1 resp.

How do you stay up to date with what’s going on in CRE?

145 out of 153 answered

1
CRE news
79%/ 115 resp.
2
Business news
76%/ 111 resp.
3
Social media
62%/ 90 resp.
4
Networking events
35%/ 51 resp.
5
Company trainings
24%/ 36 resp.

Do you believe the CRE industry staffing needs will grow, shrink or stay the same in 2020?

144 out of 153 answered

1
Grow
41%/ 60 resp.
2
Stay the same
41%/ 60 resp.
3
Shrink
16%/ 24 resp.

Does your company plan to actively recruit more marketers and other team members in 2020?

145 out of 153 answered

1
No
35%/ 52 resp.
2
Not sure
33%/ 49 resp.
3
Yes
30%/ 44 resp.

How do you plan to invest in marketing technology?

144 out of 153 answered

1
Invest more
52%/ 75 resp.
2
No change
43%/ 63 resp.
3
Invest less
4%/ 6 resp.

What is your company type?

149 out of 153 answered

1
Independent
68%/ 102 resp.
2
National
31%/ 47 resp.

What state is your brokerage located in?

124 out of 153 answered

1
CA
19%/ 24 resp.
2
IL
10%/ 13 resp.
3
FL
9%/ 12 resp.
4
AZ
6%/ 8 resp.
5
TX
6%/ 8 resp.
6
GA
5%/ 7 resp.
7
NY
5%/ 7 resp.
8
MI
3%/ 4 resp.
9
AL
2%/ 3 resp.
10
CT
2%/ 3 resp.
11
NC
2%/ 3 resp.
12
NJ
2%/ 3 resp.
13
SC
2%/ 3 resp.
14
WA
2%/ 3 resp.
15
CO
1%/ 2 resp.
16
IN
1%/ 2 resp.
17
LA
1%/ 2 resp.
18
MA
1%/ 2 resp.
19
Not applicable
1%/ 2 resp.
20
PA
1%/ 2 resp.
21
WI
1%/ 2 resp.
22
HI
0%/ 1 resp.
23
ID
0%/ 1 resp.
24
ND
0%/ 1 resp.
25
NE
0%/ 1 resp.
26
NM
0%/ 1 resp.
27
NV
0%/ 1 resp.
28
OR
0%/ 1 resp.
29
UT
0%/ 1 resp.
30
VA
0%/ 1 resp.
31
AK
0%/ 0 resp.
32
AR
0%/ 0 resp.
33
DE
0%/ 0 resp.
34
IA
0%/ 0 resp.
35
KS
0%/ 0 resp.
36
KY
0%/ 0 resp.
37
MD
0%/ 0 resp.
38
ME
0%/ 0 resp.
39
MN
0%/ 0 resp.
40
MO
0%/ 0 resp.
41
MS
0%/ 0 resp.
42
MT
0%/ 0 resp.
43
NH
0%/ 0 resp.
44
OH
0%/ 0 resp.
45
OK
0%/ 0 resp.
46
RI
0%/ 0 resp.
47
SD
0%/ 0 resp.
48
TN
0%/ 0 resp.
49
VT
0%/ 0 resp.
50
WV
0%/ 0 resp.
51
WY
0%/ 0 resp.

What best describes your brokerage’s location?

148 out of 153 answered

1
City
70%/ 104 resp.
2
Suburban
28%/ 42 resp.
3
Rural
1%/ 2 resp.

How many brokers are in your local office?

147 out of 153 answered

1
11–20
26%/ 39 resp.
2
21–50
21%/ 32 resp.
3
2–5
19%/ 28 resp.
4
6–10
11%/ 17 resp.
5
1
9%/ 14 resp.
6
51–100
8%/ 12 resp.
7
> 100
3%/ 5 resp.

How many marketers are in your local office?

147 out of 153 answered

1
Just you
34%/ 51 resp.
2
3–5
29%/ 43 resp.
3
2
23%/ 35 resp.
4
> 5
12%/ 18 resp.

What is your role at your company?

146 out of 153 answered

1
Marketing Director
21%/ 32 resp.
2
Marketing Coordinator
21%/ 31 resp.
3
Marketing Manager
17%/ 26 resp.
4
Broker Assistant/Administrator
10%/ 15 resp.
5
Office Manager
6%/ 10 resp.
6
Marketing Designer
5%/ 8 resp.
7
Communications Manager
3%/ 5 resp.
8
Other
13%/ 19 resp.

How many years have you worked in marketing?

147 out of 153 answered

1
1–5
32%/ 47 resp.
2
6–10
25%/ 38 resp.
3
11–20
24%/ 36 resp.
4
21–30
15%/ 22 resp.
5
> 30
2%/ 4 resp.

How many years have you worked in commercial real estate?

147 out of 153 answered

1
1–5
49%/ 73 resp.
2
11–20
23%/ 34 resp.
3
6–10
14%/ 21 resp.
4
21–30
10%/ 15 resp.
5
> 30
2%/ 4 resp.

On average, how many hours do you work in a week?

145 out of 153 answered

1
36–45 hours
62%/ 90 resp.
2
46–55 hours
17%/ 26 resp.
3
25–35 hours
11%/ 16 resp.
4
> 55 hours
9%/ 13 resp.

What age range do you fall into?

147 out of 153 answered

1
30–39
29%/ 44 resp.
2
21–29
23%/ 35 resp.
3
40–49
22%/ 33 resp.
4
50–59
13%/ 20 resp.
5
60–70
10%/ 15 resp.
6
> 70
0%/ 0 resp.

What gender do you identify with?

147 out of 153 answered

1
Female
73%/ 108 resp.
2
Male
20%/ 30 resp.
3
Prefer not to say
4%/ 7 resp.
4
Prefer to self-describe
1%/ 2 resp.