7 reasons you need digital in your media plan.
If digital wasn’t already key to your property marketing plans, then 2020 will surely have forced a rethink of your strategy. As the traditional real estate landscape changes, and with such a wealth of new technologies available, it’s the ideal time to consider how your marketing dollars are best spent.
And it’s not just for residential marketing. The unique benefits of digital advertising can greatly improve the effectiveness and cost-efficiency of commercial leasing and sales campaigns too. Here are 7 reasons you’ll want to consider digital for your next listing:
1. Value for money
In a word, traditional channels for commercial listings are expensive. Print options and major online portals require large portions of your budget, plus they only really target those buyers who are already actively searching for property. Investors considering a commercial purchase – or business owners looking to upgrade their rental situation – often don’t have the same time pressures as residential buyers, so the ability to also reach a passive audience is incredibly valuable.
2. Powerful targeting
Campaigntrack’s AIM Digital draw on partnerships with Google and Facebook to uniquely target not just a bigger audience, but one that’s more likely to engage with your content. So you can attract more potential buyers, lessees and sellers as they browse their favourite websites or social media platforms. Plus, unlike listings on property portals, display ads allow you to build your own retargeting and data audiences.
3. Integrated campaigns
It’s important to note that digital shouldn’t entirely replace your existing traditional platforms – what it should do is work in harmony with them. While print advertising is often the first experience a potential buyer or tenant has with your property, online banners can reinforce the message, provide more detailed information, or create greater motivation to enquire.
4. Market presence
Because of the improved reach of display advertising, digital is a powerful tool, not just for pushing your listings, but for establishing your brand’s and your own personal presence in the marketplace. With so much competition in the commercial space, having a brand that is easily recognised and remembered makes you more trusted and more top-of-mind.
5. International opportunities
Just like building brand awareness in your local area, digital channels present more cost-effective opportunities for international exposure. Rather than trying to source overseas publications for print ads, the targeting capabilities of digital mean you have the potential to reach overseas commercial property investors much more easily.
6. Accessible information
While those seeking a new place to live are often influenced by their emotional attraction to the property, the value of a commercial space is decided in much more practical terms – how functional it is, its street exposure, the facilities and the overall potential for generating income. Digital advertising is much more effective than traditional media for making these kinds of property features easily accessible. There’s an opportunity to use more (or bigger) photos, include more interactive location details or utilise a wider variety of calls to action.
6. Community engagement
One of digital’s most powerful features is the consumer interaction it facilitates. It gives you the chance to be more human by engaging directly with interested viewers, especially those considering leases for small businesses, which thrive on community involvement. Tailored digital banners and social media in particular can help you to create a more personable and helpful (and less transactional) communal atmosphere – the value of which can’t be underestimated in such a challenging time.
As we adapt to a constantly changing world in 2020, embracing digital solutions could be an excellent way to more effectively and cost-efficiently communicate with commercial investors and lessees. To find out how Campaigntrack AIM Digital could improve your commercial marketing strategy, get in touch with us today.