How to market tall residential apartments on social media and email effectively
1. Email Marketing
Did you know that email marketing’s ROI is on average 4400%?
And real estate emails being sent in Australia have an average open rate of 23.50%?
With a good email open rate ranging between 15-25%, this simply tells you to invest in bolstering your email marketing efforts.
New digital tools may have emerged but there’s no denying that email marketing remains to be a great tool to connect and educate your target audience and ultimately, warm them up to your brand.
One of the best ways you can leverage the contact details you receive from your digital platforms is to send them educational emails regularly. This often involves sharing useful information about the design, lifestyle, and your perspective on the macroeconomy. You need to distribute content of value that enhances their understanding of what your project stands for. By nurturing them properly, you increase the possibility of getting them to engage in a profitable transaction with you.
So how can you optimise email marketing for your soaring apartment? Here are some of our tips.
Choose the right email software. The first step is to find the right email marketing software. Mailchimp and Campaign monitor are the top two most popular email marketing platforms across industries including property. Mailchimp has over 20 million users whilst Campaign Monitor is continuously being loved by 250,000 businesses worldwide.
Below is a list of features you might want to check to ensure you make an informed decision on which email platform to use for your project:
- A/B testing
- Automation sequence
- List growth and signup forms
- Subscriber insights and analytics
- Availability of 24/7 customer service support
- 3rd party integration with different platforms like Zapier
- List/database segmentation and personalisation
- Drag and drop builder and availability of user-friendly design templates
- Reliability (some email providers give you tips on how to ensure your emails are staying out of spam folders)
Brainstorm. The goal of all educational pieces is to present a persuasive position to help your audience overcome deep-seated concerns. This is why you need to understand your target audience intimately and stay up to date with the latest trends in the market. This empowers you with information on what stops them from making a decision and thus helps you create purposeful content that can cast their doubts and fears aside.
Copywriting. With over 2.5 quintillion bytes of data produced every single day and people’s attention span averaging 8 seconds, crafting content that connects on a human level will be your way to stand out in an increasingly cluttered space. So make sure you write emails that are engaging, relevant, and educational. This is non-negotiable.
Design. Did you know that articles with images get 94% more views in general? Visuals matter and the undeniable truth is: your email campaigns can only convert when you couple captivating storytelling with striking images or videos that support your content narrative.
Formatting. A well-written content combined with visually appealing photos would be useless if you apply a poor email format. So check every aspect and ensure everything is seamlessly working before sending them to your audience. Your team should have epic attention to detail to catch typographical errors, inappropriate or broken links, and wrong placement of photos.
Analytics. Monitor the results of your emails to assess which ones are working and otherwise. This is key to finding out WHY and making the necessary amendments for optimal results.
Here’s an overview of good email metrics on average:
- Open rate: 15-25%
- Click-through rate: about 2.5%
- Click-to-open rate: 20-30%
- Unsubscribe rate: below 0.5%
2. Social media
Did you know that 41 per cent of Australians are active Instagram users?
Meanwhile, the Australian Bureau of Statistics revealed that 16 million Australians are active on Facebook. To put that into perspective, the population of Australia is approximately 25 million to date.
This external data simply tells you that ignoring social media is a death sentence.
Here are the best ways to connect with your target market on social networking sites, particularly Facebook and Instagram.
Create sexy social media ads. Social media ads are this day’s high-quality marketing brochure that never sleeps. According to a 2021 report by SocialPilot, 50 per cent of Instagram users are more interested in a brand when they see ads on Instagram. With 1 in 2 Gen Zers and millennials saying in a recent report by Google that they can’t imagine their life without videos, investing in carousel or collection ads are excellent ways to capture the interest of your audience, especially first homebuyers. By showcasing what life above the clouds truly is, your holistic suite of resort-style amenities, and using beautiful metaphors in these ads to demonstrate the benefits your project offers, you can increase engagement.
Tip: The optimal video length on Facebook for better engagement is between 2-5 minutes.
Feature beautiful renders and lifestyle images. Feature your project’s most beautiful renders and talk about its benefits like how your sky residences are perfectly oriented to capture natural sunlight, views, and fresh breeze. Lifestyle photos will help your audience assess if your apartment can give their dream lifestyle. Don’t underestimate a photo of a young couple in a famous restaurant near your project or two friends having an intimate chat over a cup of coffee in a trendy café close by because our data shows they do make a difference.
Leverage FB & IG stories. Did you know that 500 million people visit Instagram and Facebook Stories individually daily? These statistics only tell you how powerful social media stories are and it can be your newest weapon to stand out and gain leads. These stories will make your audience’s brains light up as these give a meaningful peek inside your project in a single glance. And to capitalise on this epic feature, here are some ideas that might help you along your journey: devote a spotlight for each of your property’s amenities, exterior photos, and interior images, share photos or videos of construction in progress to spark excitement or even important milestones you achieved as a company recently to show credibility.
Remarkable storytelling. Property developers who are epic storytellers rule social media. Content remains king and by using eloquent language, you position your project as a luxurious development they should pay attention to.
Whilst almost every property marketer has already implemented one or more digital marketing platforms as part of their strategy, the key is understanding how to optimise them properly to generate the best results and crush your competitors in a heartbeat.
At Elite Digital Campaigns, we design bespoke and intelligent marketing strategies that enrich your brand, elevate your content narrative, and ultimately, convert enquiries into appointments and appointments in sales. We put our hand on our heart, look our clients in the eye and promise that every strategy we propose to them is nothing short of what we would do for ourselves.