With the new year just begun, many businesses are wondering how to ramp up their marketing efforts to meet the new year with a bang instead of a whimper. For homeowners and property developers, this query is even more pressing as it pertains to increasing property sales in a competitive market. In this article, we’ll discuss ways that you can use digital marketing to achieve just that – increasing your property’s sellability and creating the best possible experience for your future customers.
Use Digital Marketing To Position Your Property In A Competitive Market
In today’s ever-evolving digital landscape, there is no one-size-fits-all answer when it comes to effective marketing. One size does not fit all when it comes to real estate marketing, especially in today’s hyper-competitive market. What may work for one developer’s project may not be the best approach for another’s. Fortunately, technology makes it possible to experiment and identify the right fit for each unique property.
The right digital marketing strategy will help you to reach your target audience and make your property stand out from the crowd. The better your strategy, the greater your chances of outperforming your competition. The right digital marketing strategy also offers the potential to improve your conversion rates and drive more leads to your website. With more people turning to digital marketing, the field is ever-evolving and changing to fit your needs. If you’re looking to get started, here are a few fantastic tips from the experts at HubSpot.
Try New Formats
No, we don’t mean try new ways of looking at your computer’s hard drive. We mean using different platforms, layouts, and formats to engage with your audience and enhance your property’s sellability.
Different platforms such as Facebook, Instagram, and LinkedIn offer unique perks that make them preferable to other social media channels. For example, did you know that you can publish videos on Instagram and it will play nicely in autoplay on a Facebook tab? Or that Instagram stories allow you to post multiple images and videos in a row?
Each social media platform has its perks and quirks. It’s always a good idea to experiment and see what works best for your particular project. Take the time to learn each platform’s ins and outs and you’ll be able to position your property in a sea of similar homes in no time.
Personalized, Relatable Messages
One of the primary goals of any digital marketer is to create and customize the perfect message for each individual user. The better your targeting, the greater the chance of engaging with your audience and convincing them to take action.
The experts at HubSpot recommend focusing on personalized, human-readable messages rather than using cookie-cutter templates or one-size-fits-all copy. The key is to make sure that every message, whether it’s on a landing page or in an email, is tailored to the user’s specific needs and interests.
Try incorporating something personal, such as a local high school’s sports team, into your copy to make it more relatable. For example, if your project is in the London area and you want to target users based there, use phrases such as “you’re in the right place, as Londonsports.com says…” or “the premier sports authority in London.”
Humans naturally connect with other humans rather than with just numbers. Digital marketing that incorporates some human touch is always a great way to go. It makes your message that little bit more personal and, therefore, more relatable. The more you can personalize, the greater the chance of engaging with your audience.
Incorporate Multiple Channels
In today’s digital age, it’s more important than ever to be present in as many places as possible to gain the maximum exposure. In the real estate industry, this often means incorporating various digital marketing platforms and methods to gain the maximum effect.
Some people may prefer to meet the seller of a house in person, while others may prefer to do their home-shopping from the safety of their couches. There are pros and cons to both methods, so you need to choose which one you prefer and incorporate that strategy into your plan. Do you want to be accessible to as many people as possible or do you want to limit your reach to a select audience?
The main point is to be present in as many places as possible to gain the maximum exposure. Incorporating various digital marketing platforms and methods means you can be found (and hopefully, purchased) by the largest audience possible. It’s never easy to find the right marketing mix that suits your needs. However, with the right targeting, you’ll be able to position your home in a competitive market with ease.
Boost Email Newsletter Signups
Many companies have realized the power of email marketing and the potential to gain new subscribers via this channel. Although most people may enjoy the occasional funny email they get from a company they’re unfamiliar with, they mostly turn off their inboxes when it comes to promotional emails. If you want to see your email newsletter’s audience grow, try and grow a list of subscribers who are already engaged with your brand. This is far easier said than done, but with some persistent effort, you can grow an email list of happy, engaged subscribers who are willing to receive your periodic emails. This is easier said than done, but with some persistent effort, you can grow an email list of happy, engaged subscribers who are willing to receive your periodic emails. What makes email marketing so effective is that you can target your audience based on their interests, demographics, and location. There are many different ways to reach your audience via email, so you can be sure you’ll find a method that suits your needs. Simply use MailChimp to collect email addresses and, eventually, grow a list big enough to constitute a viable marketing campaign. What makes email marketing so effective is that you can target your audience based on their interests, demographics, and location. There are many different ways to reach your audience via email, so you can be sure you’ll find a method that suits your needs. Simply use MailChimp to collect email addresses and, eventually, grow a list big enough to constitute a viable marketing campaign
Use SEO To Improve Your Property’s Ranking On Search Engines
If your property’s website isn’t up to date with the latest SEO news and tricks, now is the right time to learn them. Search engine optimization, or SEO, is a field that continuously changes to fit your needs. If you want to improve your property’s search rankings and make it easier for potential buyers to find you online, it’s a good idea to learn SEO. There are several different types of SEO, so you can find the one that suits your needs best. Begin with basic SEO for beginners and then move up to in-depth SEO for those who want to learn more.
SEO is always a good idea whenever you’re looking to rank higher in search results. If your property’s website isn’t up to date with the latest SEO news and tricks, now is the right time to learn them. The more you know, the better you’ll be able to position your property in the organic listings.
Pro-Tip: Use Virtual Reality And Augmented Reality To Engage With Your Audience
Virtual reality and augmented reality are quickly becoming the preferred methods of presenting properties online. With the right equipment, you can create a realistic virtual reality experience that any potential purchaser can enjoy from the comfort of their homes. This can be done using a variety of platforms including Google Cardboard, Samsung Gear VR, and the Oculus Rift. There are even standalone devices, such as the Google Home Virtual Reality Player, that allow you to use your smartphone as a display for virtual reality content.
Augmented reality involves presenting virtual content alongside the physical world. It’s a fantastic tool that can enhance your property’s visual appeal and make it more accessible to potential buyers who may be searching for landmarks, reviews, or other similar content. If you’re unfamiliar, you can use a tool such as Google Lens to scan the physical world and pull up any information available online that relates to your project.
The key to incorporating these platforms effectively is to create content that is as unique as possible. Ensure that your chosen VR headset is the one that suits your needs best and, when possible, invest in a standalone device that doesn’t require you to use a smartphone. Standalone devices such as the Google Home Virtual Reality Player eliminate the need to find a WiFI connection in case you want to take a virtual reality tour of a development while on the move. This can be a pain when connecting to multiple networks or having to find open hotspots. In the future, we’ll likely see more and more properties offering VR tours as a method to attract buyers – but only if they do a good job of presenting information that is interesting and unique to the platform.