Real estate developers need to be both creative and versatile when it comes to promoting their property developments. There are a wide variety of channels and strategies that can help you attract potential buyers: from email marketing, website design, social media efforts, SEO and content marketing, to paid advertising, referral marketing, high-quality photography and video, and more.
The real estate marketing ideas we discuss in this article will help you reach your target audience and gain their trust. They will also help generate the right interest in your offer and generate inquiries.
Having a strategic marketing plan allows real estate developers to track progress, analyze the effects of activities and make necessary changes in the process. It also allows you to set specific goals and plan your marketing budget accordingly.
But where do you start?
Here are some unique real estate marketing ideas that will help you successfully start promoting your property development project.
1. Who is your customer?
In researching ways to promote a real estate development project, it's helpful to know your target audience so you can tailor your marketing efforts and appeal to the right people.
You need to know who your potential customers are - are they people buying their first property, affluent families looking for a second home or investors?
To find out, you can:
- Use census data - Find out the age, gender, income and education of the area's residents.
- Look at the competition - See who they are targeting with their marketing efforts.
- Create profiles of potential customers - Create fictional characters - "avatars" that represent ideal customers.
- Conduct surveys - Ask current and potential customers about their needs and expectations.
- Analyze website traffic - Find out where your website visitors come from and how long they stay on your website.
2. What should your marketing strategy include?
Once you know your target audience, it's time to start planning your marketing strategy. Your goal should be to generate interest in your property and get people talking about it.
Here are some ideas to inspire you:
Branding
Brand image (branding) is extremely important for real estate developers. Ensure a consistent image in all marketing materials, including the website, social media profiles, newsletters and printed materials. Branding should include a distinctive company logo and a consistent color scheme and fonts.
It is crucial that the brand image attracts your target customer group. The logo, color choices and overall design should be carefully chosen elements to make a strong first impression on potential customers.
For more on branding, we talk here: Branding of a Real Estate Development Project - Everything you need to know
Investment and/or real estate developer's website
Important for any business, crucial for real estate developers. Your website is the first place where potential customers learn about your property development and you. The site should be professional, containing information about the property and your company.
When building a website, you should consider:
User experience - The website should be easy to navigate and mobile-friendly, as more and more people are using cell phones to browse the Internet. According to Statista, mobile devices generated 54.4% of global website traffic in the first quarter of 2021.
Search Engine Optimization (SEO) - When designing a website, it is worth paying attention to search engine optimization. This will help your site rank higher in search results, increasing its visibility and attracting the attention of potential customers.
Encourage action - Make it easy for potential customers to contact you by including contact information on every page. Also use a strong call to action (CTA) to encourage people to take contact.
Email marketing
Email marketing is a great way to stay in touch with potential customers and keep them informed about the latest offers. You can use emails to send monthly newsletters, present new offers and launch promotions.
When creating your mailing list, focus on potential customers in your region.
One of the main advantages of email marketing is the ease of tracking the number of people who have opened and clicked on your emails. This allows you to evaluate the effectiveness of your campaign and take appropriate action when needed.
Social Media
Make sure you are actively using the social media platforms where your target audience is. You can use analytics tools, such as Hootsuite Insights, to find out which platforms are most popular with your potential customers. Once you've determined which platforms they are active on, develop a social media strategy focused on those specific locations.
Make sure your social media accounts reflect and reinforce your brand image.
Social media platforms, such as Facebook and Instagram, are great places to showcase your ads. You can use these platforms to reach potential customers in your area.
SEO and content marketing
SEO is the process of optimizing a website to rank higher in search results. This increases the chances of users finding your site.
A few simple steps to improve your site's position:
- Use keyword-rich titles and descriptions.
- Create quality content.
- Adapt your site to mobile devices.
- Build links that lead to your site.
Content marketing is the creation and sharing of content consistent with your target audience. Through blogs, infographics and other content, you attract potential customers and generate interest in your properties.
Make sure your content contains keywords that users are searching for. Use tools like Google AdWords Keyword Planner to find the right keywords. Then create content using them.
Need support in marketing your property development? Check out our offer: Online marketing campaigns.
You may be interested in:
7 Effective Ways to Marketing for a Real Estate Developer
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