The Rise of Online Property Search in Thailand: How Agents Can Adapt
The property market in Thailand, like many other industries, has undergone a digital transformation. More and more, potential buyers are turning to the internet to search for properties, making online property searches the new norm. In fact, 90% of consumers now start their property search online. This change has been especially noticeable among millennials, who rely on digital platforms for almost every aspect of their lives, including buying a home. With Thais spending an average of 6.4 hours a day online, the internet has become the central hub for real estate opportunities.
As a result, real estate agents and property developers need to embrace digital strategies to engage these potential buyers effectively. Traditional methods—such as billboards, newspaper ads, and in-person inquiries—are no longer sufficient to capture the attention of today’s buyers. Those who fail to adapt are missing out on the vast majority of property transactions.
The Shift to Digital: What This Means for Agents
This shift in consumer behavior means that agents need to go where their prospects are—online. Property buyers are now accustomed to browsing listings from their phones, comparing properties, reading reviews, and even taking virtual tours, all before ever contacting an agent. This online-first approach to property search has revolutionized the way buyers and sellers interact.
In the past, agents played a more prominent role in the early stages of the buying process. Buyers would reach out to agents for market knowledge, property recommendations, and assistance with the buying journey. However, today’s buyers are much more informed by the time they make contact with an agent. They’ve already done the research, narrowed down their preferences, and are often further along in the decision-making process.
To stay relevant and competitive, real estate agents need to leverage digital marketing strategies to engage buyers at various stages of their online search. Generating leads online is no longer optional—it’s a necessity. The traditional reliance on walk-ins, referrals, or outbound sales calls isn’t enough to keep up with the volume of online buyers.
Overcoming the Reluctance to Engage with Online Leads
Many agents and developers are still hesitant to fully embrace online lead generation, often citing frustrations with converting online leads into sales. It’s not uncommon for agents to claim that most of their online leads are "just window shoppers" or that they receive a flood of inquiries with little to no follow-up. In extreme cases, some agents report generating over 1,000 online leads in a year but failing to close any deals.
The truth, however, is that online leads aren’t the problem. The issue often lies in how agents approach these leads. Online buyers tend to start their search months in advance of making a purchase, and if agents don’t recognize this, they can easily misjudge a lead’s potential. When agents dismiss online inquiries as "unqualified" simply because they don’t result in an immediate sale, they are overlooking a significant opportunity.
Top-performing agents, those who successfully convert online leads, understand this. They realize that not every online inquiry will lead to an immediate transaction, but with the right approach, these leads can be nurtured into sales over time.
Adapting to the Online Buyer’s Journey
So, what do the most successful agents do differently? They understand that online buyers move through a distinct buyer’s journey, and they tailor their approach to match where the buyer is in that journey. This journey can be broken down into three key stages:
Awareness Stage: Buyers are just beginning to explore the market. They’re doing research, looking at general property listings, and educating themselves on neighborhoods and price ranges. They’re not ready to make a decision yet, but they’re laying the foundation for their future purchase.
Evaluation Stage: At this stage, buyers are actively comparing properties and making more specific inquiries. They have a clearer idea of what they want and are starting to narrow down their options, possibly even requesting property viewings.
Purchase Stage: By now, buyers are focused on a select few properties and are ready to make an offer. They’ve adjusted their expectations based on the market and are negotiating the final terms of the sale.
Agents who recognize which stage their lead is in can better tailor their communication and follow-up strategies. For example, buyers in the awareness stage may benefit more from market insights and educational resources than from direct property listings. In contrast, buyers in the purchase stage need fast responses, detailed property information, and scheduling flexibility.
Embracing Technology to Boost Engagement
To fully capture the potential of online leads, agents need to embrace digital tools that enhance their ability to engage with prospects quickly and effectively. Automated responses, virtual tours, and online scheduling tools can make a significant difference in how leads are handled. Buyers today expect fast responses, and studies show that after just 1 hour, the chances of connecting with a lead drop significantly.
Implementing automated responses via email, SMS, or messaging apps like Line can help agents connect with leads instantly, even when they’re busy. Offering virtual property tours or interactive online listings can further engage buyers, allowing them to explore properties on their own time without the need for an in-person visit.
How TCMarketing Can Help
At TCMarketing, we understand the challenges agents face in the ever-evolving digital landscape. Our expertise lies in helping real estate agents and developers adapt to this shift and harness the power of digital marketing to generate high-quality online leads. We focus on building tailored digital campaigns that capture the attention of serious buyers in the evaluation stage.
From optimizing your online presence to implementing cutting-edge tools for lead nurturing and virtual engagement, TCMarketing provides the support and strategies needed to thrive in the digital age. Let us help you convert online inquiries into real sales and ensure your properties are seen by the right audience.
