Every development needs a well-executed marketing plan but what exactly does that entail? Traditionally, marketing for property developers meant accumulating a large network and shaking hands to close deals. With globalisation, however, developers need to expand their strategy to incorporate an international market. Digital marketing allows developers to make use of the power of online search and social media to reach new audiences.
A modern marketing plan needs to incorporate digital marketing. For a developer not to harness the power of digital media in the 21st century is the early death sentence of your business. In this post, we’ll look at my top tips for marketing your property development online.
Tips for Marketing a Property Development Online
Ready to learn how to get the right eyes on your development? Let’s get started.
Understand Your Market and Where They Hang Out Online
Chances are you’ve heard of the modern phenomenon that is TikTok, a Chinese video-sharing platform that has taken the digital world by storm. It’s being pitched as the next power platform for digital marketing, but is it really? You could create a viral video and put it on TikTok but it’s not going to do you any good.
Why? The app is popular with teens, so even if they were interested in your property development, they wouldn’t have the money to invest.
So, my number rule one of digital marketing is to go where your target market is.
At Elite Digital Campaigns, we utilise a number of digital platforms in our property marketing strategies, each employed specifically for its user base.
While Facebook is also the preferred choice of downsizers, they are more likely to research the development outside of the immediate advertisement, so preparing your campaign for newspaper, media releases and a strong SEO strategy is crucial.
High net-worth buyers still use Facebook, but we are finding more success with LinkedIn, media releases, a banging website and Google Ads.
Virtual Reality Tools are Essential
What engages your buyer the most – gorgeous stills, a video tour or being on-site? Quite obviously the latter but we all know the ideal scenario isn’t always the most practical one. As developers compete with an international market, a virtual tour that places the prospect in the home is the next best thing. With unprecedented access to properties in London, New York, Singapore and Hong Kong, the ability to transport a buyer into the moment matters most and it is a property marketer’s responsibility to provide an experience that does just that.
Using a combination of stills, video tours, and high-quality 3D tours, you allow your potential buyer to immerse themselves in your development and experience its USPs for themselves. Take it one step further and use CGI to show other people in the space, allowing the prospect to envision their own life in your property, which is crucial in establishing the emotional connection that ultimately drives the sale.
With the current international travel crisis, those who have invested in 3D and virtual tours now stand to benefit in unprecedented ways. While other developers lack the ability to virtually nurture the buyer through the process, those with the foresight to invest seriously in digital marketing are benefitting from decreased gestation periods, which is especially pertinent now that buyers can’t fly to sites for inspection.
Use Search Engine Marketing Tactics
With brand becoming one of the top three deciding-factors for prospective buyers, content marketing is a long-term strategy you need to be employing. In today’s market, content marketing is about educating your consumers about your brand standards, highlighting your USP and what makes your product different from others.
For example, if your target market is investor-based, you might consider creating thought-leadership articles for sites that cater to investors. By keeping SEO in mind, this will allow you to build your credibility and brand recognition.
Bring it Home with PPC Adverts and Retargeting
PPC advertising is simple enough. You do need to target your campaigns carefully to get qualified leads, keeping retargeting in mind as an optimisation tactic.
Retargeting presents a reminder advert to someone who’s visited your site or entered specific search terms. It effectively follows them when they navigate away. To the prospect, it seems like a lucky coincidence. In reality, it’s a piece of code that’s been tracking them online.
Use retargeted ads to display different aspects of the development while employing new images and videos. This is also important for over-saturation purposes – nobody wants to see the same ad on repeat. Just ensure that your branding is clear and consistent throughout all of your campaigns.
Ultimately, a digital marketing strategy employs multiple channels, each working in harmony towards a common goal – a sales conversion. At Elite Digital Campaigns, every campaign is created with that end goal in mind and our best clients understand that preparation is the key to understanding what content to deliver, at what time and to which audience.
Gia is an award-winning entrepreneur, marketing strategist and dog lover. Graduating with a degree in Marketing and the Media, Gia spent ten years working in the finance and insurance sector where she excelled in sales, data analysis and financial modelling.