The Secrets to Real Estate Digital Marketing
For all the media chatter about the bursting of the housing bubble, property prices in most parts of Australia, particularly the larger metropolitan areas, have never been higher. There are plenty of opportunities to be had and money to be made for investors, vendors and real estate agencies alike with the right strategies in place.
That is not to say that those involved in the world of real estate should be popping on the kettle and settling down for a nice relaxing rest on their laurels. Far from it. All signs are pointing to some choppy waters ahead, and as with any economic challenge, those who manage to innovate successfully will be best placed to come out the other side winners.
The real estate industry is no exception when it comes to the influence that digital marketing wields. Australians are arguably at the global forefront when it comes to harnessing the power of the internet to buy or sell property. This is largely thanks to the monolithic influence of monster marketplace websites such as Domain.com.au and the spectacularly successful REA Group sites.
There’s no question that these ubiquitous tools are exceptionally useful for all parties and offer powerful opportunities that would have been unthinkable not too long ago. However, along with that market clout, comes some drawbacks:
- These sites have become so crowded, it is almost impossible to stand out. It’s hard to grab attention when you’re just one of thousands of cookie-cutter listings.
- Real Estate agents have limited chance to communicate their values and approach to business with potential clients.
- Listings are expensive for agents. Many of the agents that we speak to are resentful of the high fees but are fighting a losing battle to change the system and feel that they have little choice but to pay.
- The DIY nature of listings allows vendors to bypass agents altogether if they wish.
All this is playing into a growing feeling in the industry that perhaps all eggs should not be dumped into one basket when it comes to digital marketing. The truth is that this has always been the case. However, the prevailing market conditions mean that it now, more than ever, agents need to find additional pathways to market to gain an edge in what is likely to become a somewhat more fraught market in which to compete.
At Jalapeno Creative, we know a thing or two about real estate digital marketing. It’s a niche in which we’ve been leading the way for years, and we’re proud to say that we’ve delivered outstanding results for numerous high-profile clients. So, if you’re getting the feeling that merely chucking your listings on REA is not going to cut it for much longer, let’s look at some of the secrets that we’ve learned about what makes a successful real estate digital marketing campaign.
A Site for Sore Eyes
Your website is crucial to establishing the kind of personal online relationship with prospective clients that you cannot achieve with the major aggregators. In our experience, there are few industries in which first impressions play a more crucial part than property. Today’s consumer has usually made up their mind how they feel about a website within 2.6 seconds. That’s all the time you have to knock their socks off with stunning design that catches the eye and communicates your core values. That’s the approach we’ve taken to create breathtaking websites for property developers all over Melbourne.
With apps clearly the preferred mode of searching for properties, you need to be visible where your potential audience is, and they are most definitely on their mobile devices. Ensuring that magnificent website you’ve just developed is mobile friendly is an indispensable part of your strategy. Without it, you will inevitably find that you’ll rapidly lose visitors’ attention.
Search and Ye Shall Find
While the “Big 2” are indisputably most buyers’ first port of call, that doesn’t mean they’re not also checking individual realtor sites. Today’s consumer is incredibly savvy and will do hours of research online when tackling a major investment. It’s therefore critical that they can find you when searching online. Implementing the most sophisticated SEO strategies to ensure your website is prominently displayed in relevant web searches is widely recognised as one of the most effective strategies for capturing new users. In a crowded and fiercely competitive market, it is an indispensable part of your real estate digital marketing strategy mix.
A Brand-New Day
Property development has been one of the hottest growth sectors in Australia in the past couple of decades. Whether it’s a new housing development on the ever-expanding urban fringes of Melbourne or Sydney, or a state-of-the-art, inner-suburban high-rise apartment or office complex; developing a professional, attractive brand can make a massive difference to your marketing efforts. Branding involves far more than putting together a logo – it’s an all-pervasive image that touches every aspect of your online and physical assets and communications and defines who you are via a consistent and integrated customer experience across all touchpoints.
While saying “you need to get on social” is easy, finding the right strategy that will deliver real leads is not quite as simple. If you think you can drive leads by posting a few pictures of happy people standing in front of sold signs and the odd adorable cat, think again. Social media can be a rabbit hole of effort for little result if you don’t have a targeted, sophisticated, lead-oriented strategy. Professionally designed ads specifically tailored to highly targeted geographies and demographics work far better than humorous hamsters. Researching the most valuable hashtags and reaching out personally to the right audience will deliver far more than pithy memes. Do your homework, understand your target market and customise your approach to reach.
The world of real estate digital marketing offers the potential for you to stand out from the crowd and gain a commanding edge in what promises to be an uncertain market. To harness the opportunities that it presents, your real estate business needs a digital marketing partner with a proven track record of exceptional results and in-depth industry knowledge and experience. Contact Jalapeno Creative today to discover the difference that we can make to your next project.