AgentPulse Q1 2022: Generating creative leads for ads is the #1 priority for agents

It’s still a good market, and agents surveyed in RealTrends’ first quarterly AgentPulse report expect it to continue into the second quarter of 2022, despite the three main challenges mentioned being low inventory, inflation and interest rates and housing affordability.

Some 71% of agents surveyed feel optimistic for the next three months, while 20% feel neutral. Brokers were slightly more bullish in our BrokerPulse Q1 2022 report at 76% who were bullish for the next three months.

RealTrends AgentPulse requests quarterly surveys of more than 19,000 realtors across the country on market trends and brokerage opportunities and challenges. Of the 252 surveys completed, 24% were from the Northeast, 15% from the Southeast, 27% from the Southwest, 19% from the Midwest and 15% from the Northwest.

In the survey, around 65% believe home sales will rise 5% or more over the next three months, while 24% said home sales will remain flat. When it comes to house price increases, 44% said they expected house prices to rise between 1% and 5%, while 42% said they would rise by more than 5%.

The biggest challenges

As for challenges, COVID restrictions weren’t that big of a concern, but were still mentioned as a barrier when viewing and listing homes. Here are the challenges in order of hardest to hardest.

  1. Low inventory level
  2. Interest rates and inflation
  3. Housing affordability
  4. Find leads
  5. Professionalism of other agents
  6. Develop a team
  7. Connection with the sphere
  8. business planning
  9. COVID Restrictions

Consumption options? No interest, say officers interviewed

When asked if agents offered buyers and sellers options, such as iBuying or cash offer and bridging loan programs, such as Hit, easyknock Where Ribbonthe majority of respondents answered in the negative or that they were unaware of these services.

“I’ve offered, but usually clients aren’t interested because they can sell on the open market for a higher price and because I’m a seasoned expert in helping negotiate the sale of the starter home and l purchase of the replacement residence. They trust me,” says a police officer. Realty ONE West Group in Irvine, California.

Others agreed with this officer’s assessment. “There is not much interest in our region. Sellers realize the value of home improvement before they sell, and we can help with that,” says an agent with a RE/MAX office in Fremont, California.

But, those who had heard of the services were in the minority. About 76% of respondents said they had no knowledge of these services, had never heard of the companies mentioned, or did not want to know why an agent would even consider offering iBuying or alternative financing. “I’m not sure what those programs are,” said one Compass agent in the northwest. Others echoed that sentiment.

However, in RealTrends Q1 2022 BrokerPulse, brokers viewed adding or offering these services as a necessity to be competitive, so there is a disconnect between brokerage leaders and their agents. Brokers surveyed said education is important for agents to understand the benefits of offering a menu of options to consumers.

Video really is king

When asked what kind of marketers do to stand out, video reigned supreme. The pandemic has certainly accelerated the plans of many real estate professionals to implement video marketing. While some opt for video tours, others get creative with short videos on Instagram Reels and TikTok. “I work with a media specialist to help me improve my brand recognition, directing people to my website and my business,” says a RE/MAX agent in the Midwest.

Other popular marketing strategies include networking, regular contact with sphere of influence, and targeted mailings. 90% of respondents say it takes at least four or five different methods to reach potential sellers and buyers.

The one priority that almost everyone mentioned? Generating creative leads for ads. This means everything from increasing your Google presence and number of reviews to building lead-generating websites and prospecting neighborhoods.

If you have questions about AgentPulse or want to be added to the list, send an e-mail Actual trends Editorial Director Tracey Velt at [email protected]