Is Social Media Critical to Marketing New Homes?

As consumers flock to sites like Facebook, Twitter, and Pinterest, more builders are using these tools to reach potential buyers. But is social media a must-use tool in new-home marketing?
Sept. 28, 2012
3 min read
Just as quickly as social media sites have risen, so too has the adoption rate of these tools by home builders across the U.S.
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Just a few years ago, the answer to the question posed above would have been a resounding “no.” But just as quickly as social media sites have risen, so too has the adoption rate of these tools by home builders across the U.S. This is evident in the results of our latest Social Media Survey, which found that nearly 45 percent of builders visit social media sites like LinkedIn, Facebook, and Twitter at least several times a day for business purposes — up significantly from the 30.6 percent that said so in 2011.

Moreover, 45.1 percent of respondents said social media tools are critical for marketing and selling their new homes, up from the 35.3 percent of builders that said so in last year’s survey. LinkedIn and Facebook remain the most popular social media sites used by builders, while newcomer Pinterest already has a 15 percent adoption rate. For more findings from the Professional Builder 2012 Social Media Survey, see the charts at right.

Methodology and Respondent Information
This survey was distributed in September 2012 to 86,054 Professional Builder readers. No incentive was offered. By the closing date, a total of 316 eligible readers had responded. Respondent breakdown by discipline: 42.5 percent single-family home builder; 28.9 percent diversified builder/remodeler; 11.3 percent designer/architect; 2.3 percent systems builder; 1.7 percent multi-family builder; and 13.3 percent “other.”

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LinkedIn and Facebook remain the most popular social media sites used by builders, while newcomer Pinterest already has a 15 percent adoption rate and is closing in on Twitter.

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Nearly 45 percent of survey respondents said they have a Facebook fan page, up from about 35 percent in 2011. Facebook saw the largest year-over-year gain in adoption rate among builders, followed by blogging and Twitter.

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Nearly 45 percent of home builders visit social media sites like LinkedIn, Facebook, Pinterest, and Twitter at least several times a day for business purposes. This is up significantly from the 30.6 percent of builders that said so in 2011.

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Despite the rapid growth, social media still plays a relatively minor role in generating new leads for home builders. Just 6.9 percent of builders said that a significant portion (26 percent or more) of their new business is coming from social media efforts.

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Social media adoption rates are up significantly across the board for a number of common business applications, especially building company brand, engaging new and existing customers, and marketing homes and neighborhoods.

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About 45 percent of survey respondents said social media tools are critical for marketing and selling their new homes. This percentage is up from the 35.3 percent of builders that said so in last year’s survey.

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