In 2011, Google conducted seminal research on the “Zero Moment of Truth” (ZMOT). For those not familiar with this, Google identified that pre-internet, every prospect had to talk to a salesperson in order to get information needed to make a purchasing decision. They referred to this as the “First Moment of Truth” (FMOT).
Today, prospects begin their “buying journey” on their own, often intentionally avoiding salespeople until (and only if) they absolutely have to do so. This “Zero Moment of Truth,” radically changes everything for multifamily marketers.
We realize that this is not news for most of you. Marketers have been writing and talking about the ZMOT often since the study was released. Today there are more than 1.1 million results in a Google search of “zero moment of truth.”