How to take a fresh marketing approach without compromising your brand.
Everyone wants their listings to stand out. With the explosion of sharable content in real estate, the boundaries of creative marketing are always expanding. Thinking outside the box could bring more potential buyers through the door at your next open home, but try to keep at least one foot on the ground and make sure your properties stand out for the right reasons. When’s the right time to get creative, and where do you start? Here are a few ideas to get you on your way:
Fast becoming the biggest player in the real estate marketing game, social media’s reach is unquestioned. There are more than 1.5 billion users logging into Facebook every single day, and more than 500 million people Instagramming daily. In fact, the average Instagram user spends nearly an hour a day scrolling, liking and commenting. With this constant social media connection, it can be a good idea to regularly update your Facebook and Insta profiles with new imagery. In social spaces, visual assets are the most engaging type of content – so photos and videos are king.
It’s also worth knowing who you’re talking to. 71% of Instagram users are under the age of 35. Hello first home buyers! Instagram stories are the place to be in 2019, with ad spend on this feature alone more than tripling year on year. Polls, Q&A stickers and GIFs make it easier for audiences to engage with the content you’re offering and for you to understand your target market.
Searching for a new home, especially for first time buyers, can be a long and sometimes challenging process. A lighter approach to your communication may help you stand out and become more approachable. Keeping your finger on the pulse of social trends like the latest meme, Youtube sensation or viral phenomenon may also allow you to have a little bit more fun with prospective buyers. But be warned: staying up-to-date or even ahead of the curve is paramount here – internet culture evolves so rapidly that what’s dominating feeds one week may be completely forgotten and irrelevant the next.
Leading up to end of the year, there’s also potential to tap into people’s affinity for the festive season. A new home would be the ultimate Christmas present, so channelling that holiday spirit may allow for a more emotional connection to a listed property.
They say a picture tells a thousand words, and when you’re trying to sell a lifestyle, you can’t underestimate the value of location photography. A home may well be in a family-friendly area, but a shot of the local park and playground could help buyers put themselves in the picture. Likewise, people in the frame can create a real sense of liveability, while a furry friend on the front step could resonate with a whole new audience – a quick scroll through Facebook will show you just how widespread pet appreciation is.
Just like photos, people respond better to video content than text. Sure, you can say your property is a walk from the beach, but videos might help people visualise just how close those breaking waves actually are. Imaginative viral property videos are becoming more and more common, with everything from tongue-in-cheek scripts to choreographed dance routines, but if it’s too over-the-top you might be detracting from your brand. If you have an established style, it pays to respect it because viewers will recognise you and the values you stand for more easily.
The more time someone spends viewing an online listing, the more likely they are to remember it. So how do you maintain their interest? Tools like Campaigntrack’s Digital Renovator allow viewers to reimagine a home as their own by digitally updating property photos with new materials and colour schemes. Virtual Tour gives visitors a 360 degree view of standout spaces, while the Digital Floorplan tool offers 2D and 3D perspectives of the entire footprint, with the ability to furnish, reconfigure and virtually walk through the home too. These are all creative ways to show not just what a home offers now, but what it could be in the future.
Residents receive handfuls of DL cards every day, from every agency in the area. If you want your name to be the one they remember, your printed material will need to keep their interest and maybe even earn a coveted spot on the fridge door. Historic local photographs, event calendars and even Sudoku puzzles are some favoured accompaniments, but there’s endless scope to be even more creative.
Print media sometimes gets unfairly burdened with the ‘traditional’ tag. There are plenty of innovative ways to use it though, just like Stone Real Estate – Mona Vale showed us. Every property will appeal to a different audience, so it could be worth rethinking how you reach them.
Property styling is the obvious way to create a lasting impression at open homes, and the diversity of staging available now is inspiring, but everything from the OFI signage to the scented candle in the guest powder room gives you another opportunity to shine a different light on your vendor’s home.
Gifts have become a standard ‘thank you’ to vendors for their patronage (and for living in a perfectly styled residence during the campaign!), but they also present another opportunity to stand out and be remembered. A creative gift could be something seasonal, something to start them off in their new home, or something synonymous with the local lifestyle.
Remember, you don’t need to reinvent the wheel; but it helps to think about all the tools you have at your disposal, and which ones might just add that little extra appeal to your next listing.
To see if we can help dial up the creativity in your marketing, get in touch with us.