10 Real Estate & Property Developer online marketing strategies
March 23, 2017
1.) Real Estate Development Branding -One of the first things to do when creating an online presence for your real estate project is to establish who you are creating it for, what problems you can solve and what they are looking for in their project. Will they be active outdoorsy types or retired empty nesters. What sort of marketing will work best for these potential home buyers?
2.) Allow your new property’s website to be seen by the major search engines. Some of the best real estate websites and new property developments websites go unseen and essentially provide no value to the developer. One of the challenges with creating a new website to showcase your upcoming property is that the website is only really relevant until the property is sold, which hopefully is no longer than 1-2 years. On average it takes several months for a website to become established and for google to start acknowledging its existence. Because of this spending a lot of time and effort into SEO can be impractical if you’re creating one-off websites for your new development. A better alternative when trying to improve your visibility on search engines is creating a branded company website which hosts all past, present, and future projects to allow for the entire site to begin establishing authority and growing your personal brand identity. In doing this the new development web pages you create have the opportunity to establish themselves in considerably less time and potentially allows you to be found for terms like “New Langley Townhouse Development”. SEO is a long term project but the payout from it can be massive.
3.) Create excellent marketing content about your development. Everyone who has looked into marketing online understands that having exceptionally high-quality content is important. Targeting the right keywords and writing well thought out, interesting blogs are the fundamentals to any campaign. When writing the content it’s important to keep in mind who the end user is going to be and what will attract them to inquire about the project.
4.) Highly targeted Pay Per Click advertising– Spending money on pay per click advertisement is a good short term solution. It allows you to pay your way into the top 3 spots of Google with a green box showing the searchers that it is a paid ad. If someone is searching for a local development company’s website you can sneak in a relevant advertisement saying what qualities your company offers which may bring leads to your site who normally wouldn’t have found you.
5.) Re-Targeted ads– when someone visits your site they collect something called cookies, google allows you to create an ad to show past visitors on affiliated websites your information along with a picture to try to resell them on the condo you are in the process of selling. It’s as though are able to give a gentle nudge to previous site visitors reminding them that you are still an option. This allows you to attract qualified potential buyers who may not have been quite ready to fill out a contact form the time they first visited your site.
6.) Architectural Visualization In addition to creating well-written content, including high quality architectural rendered images are of the utmost importance. Obviously, as a 3D rendering company, we have our biases here. That being said, in the early stages of your new development, architectural visualizations and floor plans are the only visual sales tool available to clients. A savvy buyer concerned with build quality may already be concerned if it’s obvious that the developer has gone with the cheapest possible 3d rendering firm. What does this say about them when selecting a carpenter or electrician? In addition to still images animations, 360-degree video or virtual reality show a client that you’re prepared to go above in proving the level of quality you’re planning to offer in their new house.
7.) High-Quality Real Estate Web Design Going above and beyond in the web layout and quality with your online marketing services can generate buzz about your project and ties into the previous thought about overall project quality. There is nothing more frustrating than fumbling through a hacked together website with hidden buttons and non-industry standard layouts. Websites need to be created so that the user doesn’t have to think about the experience, everything should just work. Floor plans should be integrated with 3d renders and the property’s photography. Creating a modern real estate website for your project’s marketing needs is becoming increasingly important. The transition to mobile web browsing is happening quickly and end users want to look at websites designed for their devices. Ensuring images, video and text all show up properly on all devices is important to the end user and to Google.
8.) Social media for developers Being more than a website is important as a real estate developer, this is an opportunity to show that you have a social conscience and want to build quality homes for people not just take their money. Regularly posting interesting material along with sales pitches to create a more interested following can do a ton for improving your development’s exposure and confidence in the human side of the business.
9.) Drive traffic through established sites. Using commonly used websites like REW.ca and Realtor.ca are no brainers but in addition to the biggest real estate directory websites be sure to target some of the lesser known sites and multilingual websites to drive traffic from all walks of life.
10.) Track what works for you. No one thing will act as the silver bullet when marketing. The wider the web you cast the more likely you are to find traction. Depending on the demographic your real estate development is targeting you may have a lot of success with AdWords or you may find social media works best. Covering all your basis is the best way to ensure success and maximize your pre-sales. Tracking your leads through google analytics is a must. It’s also possible to take it one step further by using a website which record’s user experiences and shows where you can improve your conversions.