Online Home Buyer Behavior Research Revealed at IBS
Online buyer behavior and how home buyers react to online sales and marketing — the results of a study by The Institute of Residential Marketing (IRM) and Homestore.com™ — will be discussed during a marketing session at the International Builders’ Show in Orlando, Fla.
The results of "IRM Research Project of the Year ― Builder and Buyer Online Behavior Revealed" will be presented from 11:00 a.m.-12:30 p.m. Friday, Jan. 13 by Myers Barnes, CMP; Charles Graham, MIRM; Daniel Levitan, MIRM; and Allan Merrill, of Homestore.com™.
The study was conducted to determine:
- Usage and effectiveness of online vs. offline marketing
- Home buyer behavior during the home search process
- How to optimize your marketing dollars
During the IBS session, survey results will be announced and representatives from HomeBuilder.com™ will answer questions about the research and findings. The results will be published and available on www.nahb.org after the builders’ show.
“Our objective with this study is to better understand the correlation between the usage and effectiveness of traditional offline and online media for marketing new homes in order to better educate builders on how to effectively maximize their marketing efforts,” said Stephen Feltner, president at Homebuilder.com™. “This research will provide deeper knowledge of the evolving dynamics of how consumers and home builders utilize the Internet and traditional media.”
Note: Active MIRMs can get a private preview of the research project findings at the MIRM Pro-Ed on Tuesday, Jan. 10 from 3:00-6:00 p.m. For more information, e-mail MIRMinfo@nahb.com.
NSMC/IRM Meet the Experts Roundtable
Two “Meet the Experts” roundtable sessions will be held at IBS this year. Each will explore various marketing and sales topics, from marketing for the small-volume builder to merchandising and more. The sessions will be on:
- Thursday, Jan. 12; 8:00 a.m.-4:30 p.m.
- Friday, Jan. 13; 8:00 a.m.-4:30 p.m.
MIRM Candidates Case Study Workshop
Wednesday, Jan. 11; noon-1:30 p.m., West 340C, Level III