20 Mar Insights on Real Estate Marketing
Few industries have as much written about marketing as real estate. It affects building owners, tenants, and investors, and is a primary indicator of the health of the economy.
Therefore, attention to its marketing is merited the minute a new property appears. Whether commercial, residential or mixed-use, a building is part of a network of professionals intent on seeing its success in all sectors. It may have several owners and multiple lives, but the process remains the same. Good branding will keep it in the limelight for generations to come.
Basic Real Estate Branding
To become a prominent player in real estate, you need a consistent marketing strategy with a focus on digital communication. The right advertising and target audience will lead to sales and rentals online. It is no longer necessary to give clients a tangible brick and mortar tour. The world has changed and it is all about branding. But you can no longer do things in the same cookie-cutter way as decades ago.
People in the business are now savvy in the use of technology and how to make the stats of a property interesting and alive. Pricing, footage, and location are visual experiences and not words on a page. It is a new game requiring modern thinking and updated strategies. Lifestyle-forward marketing is today’s method of attracting lessees in a more imaginative and inventive manner. No matter the city or neighborhood, a massive shift in approach means better results for buyers, tenants, and shoppers. You can no longer enumerate the specific features and expect interest. It takes touting amenities related to livability and walkability in the case of residential and even commercial real estate. You must make people envision a better lifestyle and encourage them to imagine spending their time in a given spot. It takes branding just like any product whether a car, a washing machine or a watch.
Put your property on the map
It takes a gift to be able to put a property on the digital map given the plethora of information out there pulling readers in all directions. Developers and landlords know well that the process takes passion and commitment. You have to be in the right place at the right time to tap into the real estate market. No one can do it in person these days as business is done globally. It takes research and know how.
The digital experience although internationally must nevertheless be personal. Connecting with an audience is the purview of the best marketers who know how to use text, images, video and virtual tours creatively and with focus. First and foremost you must present what is unique about your offering and what benefits it offers. Listing features is a bore; you must make people enter into an interactive experience.
Adapt to the changing market
When the game changes in an industry, it is time to reflect on old habits and learn some new rules. The most appealing property will not sell itself or attract lessees based on price and location alone. Potential clients want to know what is in it for them specifically and they want to know in detail. Good real estate marketing strategy will put your property on the map for a particular group.
Creating a brand story is possible as there are always interesting aspects of a building. A picture is worth a thousand words and text must be carefully chosen. What does the property have that no other like it possesses? Does it have a good track record and reputation? The façade and floor plan of course count, but there is much more involved in real estate marketing. Pick out the salient points and make them shine. Use keywords that will provide search engine results. Use them to tell a story that speaks to the end user. The best websites give people a clear idea of the value of a property before they set foot on premises. In fact, they may feel they know enough to make a decision before visiting in person. Your pages must be attractive to retain visitors and easy to navigate. You can leverage your strategies and brand building with newer features like a chatbot. Let clients have the ability to ask questions and sign up for additional information. Above all, let them immerse themselves in a world that you create.