Servicethink Co., Ltd. The key to promoting digital marketing in the real estate industry is “strengthening human resources and expanding the system” Approximately 70% intend to “focus more on digital marketing in the future”

Service Think Co., Ltd.
The key to promoting digital marketing in the real estate industry is “strengthening human resources and expanding systems” Approximately 70% intend to “focus more on digital marketing in the future” ~ 2022 summary of digital market in the real estate industry and 2023 outlook report ~

Service Think (Shinjuku-ku, Tokyo, Representative: Shinji Namura), a web production and system development company, has conducted a survey of 107 web and digital marketers and managers in the real estate industry, with a summary of 2022 and a survey of prospects for 2023. We would like to inform you that it has been implemented.
Survey summary
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Survey outline
Survey Overview: 2022 Summary and 2023 Outlook Survey
Survey method: Internet survey planned by IDEATECH’s research PR “Resapie (R) ︎” Survey period: November 10, 2022 to November 11, 2022
Valid responses: 107 web/digital marketers and managers in the real estate industry
*Composition ratios are rounded off to the second decimal place, so the total does not necessarily add up to 100.
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1 Please cite the name “ServiceSync” as the source of the information. 2 When using on a website, please set the following link as the source. URL: https://servithink.co.jp/
About 60% of the real estate industry answered that “digital marketing has a high priority”
When asked, “Q1. What is your company’s digital marketing priority?” The answer was %.
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Q1. Please tell us the priority of digital marketing at your company. ・Very high priority: 22.4%
・Somewhat high priority: 34.6%
・ Not very high priority: 26.2%
・ Not high priority at all: 12.1%
・I don’t know/can’t answer: 4.7%
About 20% of KPIs focused on digital marketing in 2022 answered “ROAS (cost-effectiveness)” and “CPA (customer acquisition cost)”
When asked, “Q2. Please tell us the KPI you focused on most for the purpose of digital marketing in 2022.” (n=107), “ROAS
(cost-effectiveness)” was 17.8%, )” was 16.0%.
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Q2.Please tell us the KPI you focused on the most as a goal of digital marketing in 2022.
・ROAS (cost-effectiveness): 17.8%
・CPA (customer acquisition cost): 16.0%
・Engagement rate (response rate to posts, etc.): 9.3%
・ Number of PV (number of page views): 6.5%
・ Acquisition of leads and prospective customers: 5.6%
・Number of clicks ・CTR (click-through rate): 3.7%
・ Number of sessions (number of visits): 3.7%
・ Number of CVs ・ CVR (conversion rate): 2.8%
・Response to calls ・Response rate: 2.8%
・Email magazine open rate and URL clicks: 1.9%
・ UU (number of unique users): 0.9%
・Migration/exit/bounce rate: 0.9%
・Other: 0.0%
・I don’t know/can’t answer: 28.0%
More than 30% of 2022 digital marketing budgets answered “less than 1 million yen”
When asked, “Q3. What is your digital marketing budget for 2022?” This is the answer.
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Q3.What is your digital marketing budget for 2022?
・Less than 1 million yen: 31.7%
・More than 1 million yen and less than 2 million yen: 7.5%
・More than 2 million yen and less than 3 million yen: 1.9%
・More than 3 million yen and less than 4 million yen: 6.5%
・More than 4 million yen and less than 5 million yen: 9.3%
・More than 5 million yen and less than 6 million yen: 2.8%
・More than 6 million yen and less than 7 million yen: 2.8%
・More than 7 million yen and less than 8 million yen: 4.7%
・More than 8 million yen and less than 9 million yen: 1.9%
・More than 9 million yen and less than 10 million yen: 2.8%
・10 million yen or more: 11.2%
・I don’t know/can’t answer: 16.8%
Digital marketing measures in 2022, 1st place is “SNS operation”, followed by “Website improvement”
When asked “Q4. Please tell us about the digital marketing measures you took in 2022. (Multiple answers)” (n = 107), 41.1% answered “SNS operation”, 35.5% answered “website improvement”, and ” YouTube channel management” was 15.0%.
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Q4.Please tell us about your digital marketing measures in 2022. (multiple answers)
・ SNS operation: 41.1%
・ Website improvement: 35.5%
・YouTube channel management: 15.0%
・ Influencer appointment: 14.0%
・ Content production: 14.0%
・ SEO measures: 13.1%
・ E-mail magazine ・ Step mail: 10.3%
・Web form marketing: 10.3%
・ Call (telephone): 9.3%
・Webinar held: 8.4%
・ Sending direct mail: 5.6%
・Strengthen MA (marketing automation): 3.7%
・Other: 2.8%
・I don’t know/can’t answer: 21.5%
Digital marketing outsourcing situation, more than half mainly use “outsourcing” When asked, “Q5. Please tell us about the outsourcing status of digital marketing at your company.” Answered.
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Q5. Please tell us about the digital marketing outsourcing situation at your company.
・All outsourced: 26.1%
・Mainly outsourced, some in-house: 29.0%
・Mainly in-house, some outsourcing: 16.8%
・All in-house: 10.3%
・I don’t know/can’t answer: 17.8%
Approximately 40% of Digital Marketing Issues Say “It’s Expensive” and “Lack of Know-How and Human Resources”
When asked “Q6. Please tell us all that apply to your current digital marketing challenges. (Multiple answers)” (n=107), 38.3% answered “costly” and “lack of know-how and human resources.” 36.4% answered that they have enough funds, and 21.5% answered that they do not have enough budget.
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Q6. Please tell us all that apply to your current digital marketing challenges. (multiple answers)
・ Costly: 38.3%
・Lack of know-how and human resources: 36.4%
・Insufficient budget: 21.5%
・It is difficult to measure the effectiveness of Internet advertising: 20.6% ・Lack of understanding from management: 14.0%
・ Targeting is not possible due to lack of customer data: 14.0% ・ Digitalization of the industry is not progressing: 14.0%
・ Lack of cooperation with other departments: 11.2%
・ Unable to read market trends due to external factors such as finance and war: 4.7%
・Other: 0.0%
・ Nothing in particular: 13.1%
・I don’t know/can’t answer: 7.5%
There are also other issues such as “I can’t keep up with the ever-advancing technological innovation” and “I don’t know if it’s leading to sales.”
For those who answered anything other than “No in particular” or “I don’t know/can’t answer” in Q6, I ​​asked them, “If there are any challenges in current digital marketing other than what you answered in Q7.Q6, please tell us freely. (Free answer) ” (n=85), we were able to obtain 47 answers, such as “I can’t keep up with the ever-advancing technological innovation” and “I don’t know if it leads to sales.” -Free answer/partial excerpt-
・51 years old: I can’t keep up with the ever-advancing technological innovation. ・ 40 years old: It is unknown whether it is connected to sales. ・45 years old: It is difficult to acquire human resources, and it is also difficult to retain people who are leaving.
・ 64 years old: The real estate industry is not yet fully digitalized. ・55 years old: Information is lacking in many ways.
・ 55 years old: Digitization is essential and it is troublesome to ensure that each business partner is thorough.
・45 years old: Verification of data.
・65 years old: The influence of the personal skills of sales representatives is large.
69.1% answered that they will further focus on digital marketing in the future When asked “Q8. Do you think you will focus more on digital marketing in the future?” The answer was %.
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Q8. Do you think you will put more effort into digital marketing in the future? ・I strongly agree: 31.7%
・Slightly agree: 37.4%
・ I don’t think so: 17.8%
・ I don’t think so at all: 4.7%
・I don’t know/can’t answer: 8.4%
As for the future direction, about half expect to “strengthen marketing personnel and expand the system”
For those who answered “strongly agree” or “somewhat agree” in Q8, ask “Q9. ), 47.3% answered “Strengthen marketing personnel and expand the system”, 44.6% answered “Increase budget”, and 28.4% answered “Increase outsourcing”.
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Q9. As for future prospects, please tell us about the specific direction of digital marketing in the future. (multiple answers) ・Strengthen and expand marketing personnel: 47.3%
・Increase budget: 44.6%
・Increase outsourcing: 28.4%
・ Strengthen measures to attract customers (inbound): 21.6%
・ Strengthen training (nurturing) measures: 20.3%
・ Strengthen inside sales (non-face-to-face sales): 14.9%
・Improve internal systems and information coordination, such as promoting DX: 13.5%
・Strengthen efforts in new areas (Web3.0, etc.) and CSR/SDGs: 10.8% ・Strengthen measures to attract customers (outbound): 6.8%
・Introduce and strengthen MA (marketing automation): 6.8%
・Other: 0.0%
・I don’t know/can’t answer: 9.5%
summary
This time, we conducted a 2022 overview and 2023 outlook survey for 107 real estate industry web and digital marketers and managers.  From this survey, about 60% answered that digital marketing in the real estate industry has a high priority, while issues such as “high cost” and “lack of know-how and human resources” were cited. In addition, about 70% of marketing staff showed an ambitious attitude, saying, “We will further focus on digital marketing in the future.” As a future direction, it is expected to “strengthen marketing personnel and expand the system”, and it seems that the shortage of personnel, which is an issue, will be resolved.
An increasing number of companies are adopting the method of “outsourcing” as a solution for companies that feel a shortage of human resources. However, due to the existence of industry-specific systems and rules in the real estate industry, it is easy to feel that communication and intentions with external partners are difficult to match. As shown in this survey, as a measure for 2023, in order not to stop the business, in parallel with the development of in-house marketing personnel and expansion of the system, outsourcing contractors with a deep understanding of the real estate industry and many achievements It can be said that searching is also an urgent task. By cooperating with a subcontractor with whom it is easy to communicate, you may be able to come up with ideas for new marketing measures that you would not have thought of internally.
About ServiceSync
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 Service Sync Co., Ltd. is a web production and system development company specializing in real estate.
Servicethink specializes in designing user sites and business sites (administration screens) in anticipation of medium- to long-term operations, and believes in presenting cost benefits.
If you have any concerns, please feel free to contact us.
https://servithink.co.jp/specialization
Company name: Service Think Co., Ltd.
Website: https://servithink.co.jp/
Representative: Shinji Namura
Founded: April 1, 1996 (Founded as a sole proprietorship)
Established/Incorporated: January 12, 2010
Number of employees: 30 (as of September 2020)
Business description:
Planning and production of website Planning and design of business system Web system planning, development, maintenance, management and operation Construction, maintenance, management and operation of web infrastructure Web business consulting
Operation of own website
Homepage: https://servithink.co.jp/
Facebook page: https://www.facebook.com/servithink/
Twitter: https://twitter.com/servithink
Recruitment information: https://servithink.co.jp/recruit
Details about this release:
https://prtimes.jp/main/html/rd/p/000000056.000033786.html


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