Real Estate Marketing in the Digital Age

Real Estate Marketing

Homebuilders are known for relying on traditional marketing practices when promoting new communities. But even the most conservative builders have made the leap to digital marketing and are making it a cornerstone of their outreach. While out-of-home, print, and direct mail still play a role in reaching potential buyers, the right digital media mix can target those in the early stages of research, as well as those in the decision-making process. Not only can a digital strategy increase reach and drive leads, but these tactics can drastically improve campaign ROI.

Tailored Digital Marketing for Real Estate Developers

Unlike old school marketing, which relies on dated and unreliable metrics gathering practices and best guesses, digital advertising combines data, technology and human smarts to produce more targeted results. Online advertising channels, such as Google’s Similar Audiences, allow marketers to focus on specific targets based on current audience profiles. These look-a-like third-party data models allow marketers to utilize current buyer profiles to target new potential buyers. Such models make fresh leads much easier to generate.

Segmenting is another powerful tool. With traditional advertising, a single message is broadcast to the entire audience of a particular medium. Magazine ads don’t know if you’ve just begun the hunt for the perfect home, or have already visited several communities, so the message being delivered may be irrelevant to your current stage in the buying cycle. By using data to segment user behavior, marketers have the ability to target relevant messages to these very different audiences.  Programmatic advertising allows marketers to overlay first and third party data with specific websites and categories. Having the ability to target at this granular level offers an opportunity to match messages to users specific to where they are in the buying process.

Marketers should also always be looking for patterns in audiences they consider high quality visits. If a particular audience segment is driving goal conversions, marketers can use this data to look for ways to increase volume against that target.

The Importance of Mobile

Across industries, mobile adverting has skyrocketed in the past year. Mobile devices have officially surpassed desktop as the most popular way to search. Targeting on mobile is a great way to reach potential buyers when they’re out and about on their home search. Marketers can target users based on their current location, or even places where they have previously visited. This offers a great opportunity to target the competition.

Real Estate Trend: Video

The average internet user spends 88% more time on a site with video. The real estate industry has taken note, and video has become a major marketing outlet in the category. YouTube is a top research destination for home shoppers. Video can provide virtual model tours, happy homeowner testimonials and interactive maps showing new homes and community amenities. Statistics show that properties listed with video generated four times the number of quality leads. Depending on the message, video can be used for both brand awareness and lead generation.

Key Takeaways

Rather than trying to run a “catchall” campaign, utilize the data you have to focus on reaching your best opportunity segments. No need to overwhelm yourself with every piece of data you have on file; focus on what really matters in driving sales. Hone in on which paths drive people to visit a property. Study your data and then use those relevant factors as benchmarks for improving overall campaigns.


image by Bunches and Bits {Karina} on Flickr