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10
New Home ZMOT Research Happens Across 
Multiple Screens and Touch Points at the  
Same Time
36%
Source: Google & Compete New Home Shopper Mobile Survey, 2012
36% of new home 
shoppers use mobile and 
TV at the same time
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11
Video Satisfies Multiple Research Needs  
for House Hunters Representing Another  
Crucial ZMOT
n
 
Opportunity for REALTORS® to market to home shoppers in online video environments
Video Usage Purpose for Home Shoppers
Watch customer  
testimonials
Decide which company to 
purchase from
Watch instructional 
videos
Tour the inside of a home
70%
Obtain general information
54%
Compare features across  
multiple companies
44%
Understand specific  
features
38%
30%
25%
24%
Source: Google & Compete Home Shopper Survey, 2011
Find out more about a 
specific community
86%
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YouTube Is the Top Video Research Destination 
for Home Shoppers
Usage of Online Video Home Research
0
10%
20%
30%
40%
50%
60%
Aggregator listing 
websites
Consumer generated 
online reviews
Google video
Brokerage websites
YouTube
51%
41%
37%
35%
33%
Source: Google & Compete Home Shopper Survey, 2011
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The Digital House Hunter:
Demographics & Offline Trends
Section 2
13
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Today’s Buyers Purchase Homes for Many  
Different Reasons
Desire to own a home of my own    30%
Desire for larger home    11%
Job-related relocation or move    9%
Change in family situation    8%
Affordability of homes    7%
Desire to be closer to family/friends/relatives    6%
Desire for a home in a better area    6%
Retirement    4%
Desire for smaller home    4%
Desire to be closer to job/school/transit    4%
Source: 2012 Profile of Home Buyers and Sellers
14
15
Typical Home Buyers Take 3 months to Buy, but 
Engage with Agents Earlier in the Process
n
 
Lengthy research window yields many opportunities to reach home shoppers during this time
0
3
6
9
12
15
Repeat buyers
First-time buyers
Buyers who 
used an agent
All Buyers
Total number of weeks searched
Total number of weeks searched before contacting an agent
12
3
12
3
3
10
12
Source: 2012 Profile of Home Buyers and Sellers
16
0
10
20
30
40
50
120 Days
40%
60 Days
17%
30 Days
7%
3 Weeks
4%
2 Weeks
3%
Same Week
5%
Same Day
24%
The Online Home Research Process is Also Varied
n
 
New home shoppers are undecided and shop around online, though nearly one fourth 
complete an action on a real estate site the day they start researching
Research to Action Lag
78% of new home shoppers visit 3 + sites  
prior to taking action on a real estate site
Source: Google & Compete New Home Shopper Survey, 2012
Age Groups Who Registered to Buy/Sell a 
Home on a Major Real Estate Brand Site
n
 
31% of home shoppers who take action on a real estate site are aged 25-34, surpassing  
all other ages
2011
2010
18-24
25-34
35-44
45-54
55-64
0
20
40
60
80
100
15%
8%
24%
31%
27%
21%
18%
19%
10%
14%
17
Source: Google & Compete Home Shopper Study, 2011 Buy/Sell Registrations in Q2 of each year
Men and Women Both Play Important Role in 
Real Estate Decision-Making Process
n
 
REALTORS® should consider both target audiences as they develop  
their marketing messages
57%
43%
47%
53%
18
Source: Google & Compete Home Shopper Study 2011
Users Who Registered to Buy or Sell a Home on  
a Major Real Estate Brand Site
2010
2011
19
Agents Remain Central to Offline Research, 
Though Other Traditional Offline Channels  
Trail in Importance
n
 
Agents bridge the gap between internet research and viewing/buying a home
n
 
88% of buyers use an agent and 67% use an agent frequently
n
 
TV, billboards, and print channels play minimal role in research and decision-making  
process for home shoppers
0%
20%
40%
60%
80%
100%
Billboard
Television
Relocation company
Home book or magazine
Home builder
Print newspaper 
advertisement
Open house
Yard sign
Real estate agent
67%
21%
13%
18%
34%
48%
12%
32%
55%
6%
22%
73%
6%
11%
83%
3%
15%
82%
2%
96%
4%
95%
4%
95%
n
Frequently
n
Occasionally
n
Rarely or not at all
Source: 2012 Profile of Home Buyers and Sellers
Offline Sources Used During Home Research
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