Perspectives on Technology Change and the Marketing of Real Estate

Abstract

Over the last ten years, technology has drastically changed the way people work, communicate, and receive information. Real estate brokers, like many other business people, have found themselves falling behind the technology curve and are struggling to quickly incorporate social networking and smartphone technologies into their marketing plans. Using data from the National Association of Realtors® annual home buying and selling survey, this study examines how home buyers use technology to assist in their home search process. In addition, this study compares how homebuyers are using technology to how effective local real estate brokers perceive technology to be in marketing real estate.