It’s no news that real estate is electrifyingly competitive. Nor that the market has undergone profound changes since the beginning of digitization, which were accelerated by the pandemic.
When it comes to marketing, the industry employs a variety of strategies to get buyers to sign on the dotted line, but as with most things, the question must be asked whether these strategies remain effective and whether the industry with it making progress?
“The real estate developer must adapt to market changes by expanding their traditional marketing territory, looking beyond their normal geographic area and finding areas where people are still considering buying,” said Yvonne MA, Managing Director of Eighty20. “To be successful in a declining market you have to be creative, imaginative and open to new ideas. It’s time to revisit the marketing playbook from time to time and embrace the changes.’
as mmultiple award winners in 2022 MARKETING INTERACTIVE‘s agency of the year DigiZ and MARKies Awards, Eighty20 has created a niche that helps the real estate industry to better exploit its marketing potential. Presenting clients such as New World Development, Sino Land, MTR, ChinaChem Group, KWG Group and Savills Eighty20 help improve their content and digital footprints.
Here are three marketing strategies for the best real estate acquisition, conversion, and optimization.
1. LinkedIn inbound and outbound marketing
LinkedIn has evolved into a powerful platform in the digital space. You might think of it more as a B2B space, but the 830 million users in over 200 countries that the platform hosts are all consumers too. Additionally, only 1% of these users generate content that leaves a big void with little competion.
More importantly, it has the eyes of powerful wealthy individuals. While linkedin allows you to filter your network by job title – CEO, VP, Director – it also allows you to filter by company size. This presents an unprecedented opportunity to market luxury real estate to the most qualified buyers.
LinkedIn The ability to continue growing organic reach sets it apart from its other social media competitors. The right post office can be reached easily thousands of eyeballs offering the opportunity to curate an audience and indeed a network of potential future leads.
Combining inbound traffic with regular organic content that increases awareness of your brand by tweaking your profile and outbound strategies to achieve a goal and proactively reach out to potential leads is one of the most powerful weapons one can have brand can use in their marketing arsenal.
2. Use social monitoring tools effectively
Nine out of ten consumers buy from brands they follow on social media, according to the Social’s 2021 Index from data platform Sprout. Additionally, 86% said they would choose that brand over a competitor. Around 85% of consumers, they said will buy more from this brand. Brands will need to compete for attention more than ever as consumers become more comfortable shopping through social media.
Although brands use social listening and monitoring tools, they haven’t fully realized the potential of the data they collect. The analytics they are meeting should be clearly articulated in a Social media strategy that shows what potential customers want and need.
Use the tools at your disposal to not only listen but also to react. Social media monitoring tools can help you tweak existing products, add features, or solve customer problems.
3. Hyper-categorize your audience through dynamic and accurate online targeting at different stages
This can be done through your target audiences Interests, life stages and browsing history on various digital touch points like social platforms, websites and APPs – which could drastically increase the chances of attracting and retaining your audiences to engage with your campaign. And target your personalized content in real time.
Creating audience groups enables micro-targeted messages. For example, investors naturally have different interests in a property than a family. Think about how to dig up this target Customers utilizing online browsing behavior and the social communities to which they belong, not only from social media platforms but also from messaging apps and location-based advertising.
This will help increase response rates and generate profitable leads to showcase your unique selling points points in digital space.
This article was created in collaboration with Eighty20.