Here are the ways digital marketing for property developers can help developers grow their business and increase sales.
We know that when people decide to look for a new home or real estate investment the first place they start looking is online.
Yet, it’s surprising that when it comes to marketing new developments or existing properties, many developers still turn to the traditional marketing avenues of print, TV, and billboards.
In a post-COVID world, though, that’s beginning to change. Many property developers are beginning to increase the presence of digital marketing in their marketing mix, having seen how a digital strategy increases leads, speaks to customers at every stage of the buying cycle, and builds their brand and presence in the community.
Here are the ways digital marketing for property developers can help developers grow their business and increase sales:
Your website is the cornerstone of your digital marketing strategy, with all search, social media, and email marketing leading back to this space.
A website that uses great photography, SEO-supported content, and mobile-friendly viewing will amplify your brand and company values, as well as clearly detail your offering and why it is superior to that of your competitors.
A mix of breathtaking photography and video with added interactivity will capture the character of a real estate development and surrounds in a way no other medium can.
It’s essential that your website is optimised for search, to make it rank well in Google, drive more traffic to your website, and bolster your brand.
The strength of your SEO (search engine optimisation) will depend on keywords, headings, tags, alt text, as well as other techniques, and relies on a knowledge of what words, phrases, and questions property buyers key into search engines will reach property developers.
Where strong SEO will rank your website highly in organic search, search engine marketing (SEM) places ads right at the top of search pages, and can give you an edge over other property developers looking to generate leads.
It drives more traffic to your website, and positioning your business name at the top of search pages cements your reputation as a leader in property development.
A homebuyer isn’t going to make an instant purchase on first glance, so it’s important to foster a connection with your potential customer so that they are more likely to return.
A digital marketing strategy that feeds them a steady stream of information, shared via search, social media, and email marketing builds this relationship.
Original and engaging content will help improve your ranking in search, and also establish you as thought leaders in the property industry.
Creating regular articles on issues that are important to potential buyers can emphasise your relevance and expertise, and explainer videos, podcasts, and infographics can build trust and establish a relationship between your business and potential customers.
Social media marketing
When it comes to digital marketing for property developers, social media plays a vital role.
Where search depends on buyers looking for you, the strength of social media allows you to put your brand in front of potential buyers.
A marketing mix of paid and organic social media posts enable you to build a community of leads that you can nurture all the way down the buying funnel, from research phase to purchase phase.
Emailing may seem antiquated in these days of social media and search engine marketing, but email allows an intimacy that sets it apart.
It enables property developers into a potential buyer’s inbox with information especially tailored to their demographic.
To avoid having your emails sent straight to the bin, think about ways you can offer value in your email marketing, by offering exclusive property tours or featuring a special deal or promotion.
Retargeting is marketing to those ‘oh so close’ customers – you know, the ones who have spent time on your website, maybe inspected a property, but haven’t yet closed the deal. Chances are, they are looking at a number of properties or are unsure about committing.
Retargeting through email and social media sends them a steady stream of prompts and updates that lead them to purchase.
Retargeting is effective because the potential customer has likely already seen your brand or website before, and simply requires a reminder to reconsider the purchase.
Retargeting is also a crucial part of a digital marketing strategy as it supports the theory that repetition in marketing is key to reaching prospects, as people need to see a message at least seven times before it sinks in.
Need digital marketing for your property development?
If you’re looking for a cutting-edge marketing strategy for your property development, Assemblo can help.
Assemblo is a full-service marketing agency based in Melbourne that specialises in digital marketing for property developers and real estate developments.
To chat about any aspect of digital marketing give us a call on (03) 9079 2555 or drop us a note via the contact form below.