Google still the first step for home sellers to find local estate agents

Our research has found that Google is still the most important first step in a home seller’s digital journey, as they seek to find local agents’ websites and details. 

74% of people looking for an estate agent head to Google first. This highlights the importance of competing for the top places on Google for local search terms, in order to maximise leads.

Homeflow commissioned its Spring Property Sellers’ Survey, which was run by leading market research and insight agency Opinium. The study was designed to help understand the steps that home sellers make when listing their property for sale.

The research showed that while Google is an important first step, 69% of sellers surveyed also said they would visit the websites of the estate agents they know directly. This is a simple process these days with integrated search within internet browsers such as Google Chrome. However, this was still secondary to a Google search, and would obviously require prior knowledge of an agent. 

The report also highlighted the importance of a local shop, with three quarters saying they would visit their estate agent in person before instructing a listing.  

The report highlighted:

  • 74% of people looking for an estate agent head to Google first
  • 69% of people say they know their local estate agents and are likely to visit their website directly
  • 75% of people surveyed said they would also visit their preferred estate agent’s shop before instructing 
  • 78% of people would visit Rightmove to get an estimated property valuation

Nik Chotai, Managing Director of Homeflow commented: “Our sellers’ report highlights the growing trend that page one of Google is the new battleground for instructions, not the portal wars. Interestingly, when you look at the data on homeowners who are under the age of 35, the data shows that 87% head to google first, and 92% would visit Rightmove to request a valuation. The shift to digital-first has already happened but will continue to grow and develop at speed. The Homeflow platform continues to evolve with technician advancements to ensure our agents have the best digital products available for their customers.

Homeflow offers PPC for agents, see our Google Advertising for Estate Agents service page.

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