The advance of the internet has strongly impacted the way how property developers reach potential home buyers. Home buyers nowadays use the internet as the medium to research and compare for their home or investment. Therefore, it is vital for property developers to integrate digital marketing strategies into their property marketing campaigns to effectively capture home buyers attention and trigger their most inspired emotions to engage with you.
Here are 4 digital marketing tips for your property marketing strategies.
#1 Search Engine Optimization (SEO) – Make your property website stand out
The property industry is an extremely competitive market, your property website must be attractive and easy to find. Just like a display house with the best design and layout. Showing beneath competitors in a search result is a huge disadvantage for advertising your property development project. Identify the most commonly searched keywords to integrate into your property website. With a few tweaks to your property website, you could skyrocket your website traffic and substantially improve lead generation. The higher you rank on the search result, the more credibility you communicate to your home buyers.
We can also generate quality content to attract potential home buyers to your property website. For example, posting intriguing blog topics such as “Promising Investment Areas in Brisbane” or “What are the Invisible Traps of Purchasing Property” regularly can grab home buyers’ attention and keep them engaged. Search engines will acknowledge the traffic and grant your property website a higher rank on their search results.
Want to learn more about how to utilize SEO for your property website? Talk to a property marketing agency like Desketing to safeguard your competitive edge!
#2 Search Engine Marketing (SEM) – Expand the visibility of your property website
Besides SEO, Search Engine Marketing is put simply paid advertising on search engines and it is also a way to reach more potential home buyers.
Utilize your property website as the landing page, and you can create search or display Google AdWords campaign to promote certain property projects. The advantage of SEM is that it is highly flexible. You can decide the budget you wish to spend, you can decide when to start or pause the campaign, you can even allocate your budget strategically on different platforms to maximize your click-through-rate and conversion rate. SEM reports also provides insights into customer behaviour, giving you almost anything you wish to know about home buyers. The beauty of this is that it allows you to adjust your campaign according to the information you gathered. For example, if you identify that most of the clicks came from mobile devices, you might want to increase the bet on mobile so that your ad has a higher chance of standing out.
With years of experiences in helping property developers, we have a specific set of skills in identifying some popular keywords for property AdWords campaigns, as well as the technique to efficiently develop an AdWords campaign that produces significant results and conversion.
#3 Smart property website design – capture customer data
Say you did a good job at SEO / SEM and you appeared at the top of the search result, what is the next step to get your customers to engage with your brand and leave their information? The answer is simple, you need an engaging property website design. Besides providing information about your property projects, your property website design should also focus on another important element – Encourage home buyers to leave their contact details.
Provide information in a smart way
Home buyers who enter your property webpage desire for information about your projects. Make sure you give it to them in a smart way. Create a section in your property website design that requires viewers to enter their contact details for the exchange of information. The information can be a brochure for your new property project.
Besides offering information about your new project, you can also add value to your property website by giving home buyers something they are interested in. This can be an e-book regarding property trends, or even a beautifully designed brochure that highlights your project portfolio.
Check out the property website design for Ormi Terrace.
Avoid text heavy property website design
Property website design is all about capturing home buyers’ eyes with attractive images. Make sure the copy is succinct and relevant to the home buyers. The headline should grab the home buyers’ attention the moment they enter your property website. The body should be simple and to the point. If you are promoting a sale, make sure the copy communicates a sense of urgency. Also, remember to put a Call-to-Action (CTA) in your property website design to encourage conversion.
Simple, but attracting across different platforms
Amazing property photos are eye-catching to home buyers. However, make sure the images are not oversized, as it will slow down the loading speed of your property website. Also, as 89 percent of new home buyers are using mobile devices during the home buying process, remember to develop a mobile-friendly property landing page so you won’t lose these leads.
#4 Email marketing – Engage your potential home buyers
What is the first thing your potential home buyers do when they go to work every morning? The answer is simple, open their emails. Electronic direct mail (EDM) is vital in property marketing, as the average open rate for real-estate based emails is more than 20%. The high conversion rate comes with only a minor cost compared to other property marketing channels. Also, it allows you to send out EDM to the customer database that you acquired from the property website.
EDM is also an ideal way to promote your content, such as blogs or your new property projects. However, avoid making your EDMs too much about sales. You have to ask yourself how do the emails benefit your home buyers. Make it engaging and personal, use subject lines that are less spammy and address home buyers personally.
Once you build a sizeable email database, you can start several automated email campaigns regarding different information about your new project development. The trick of sending out automated EDM is to send out multiple emails featuring different topics at different times. As people nowadays spend only limited time on one email, this avoids cramming your EDM with too much information in one single email. In addition, this reminds home buyers about your project from time to time and further keeps them engaged.
The first EDM could include the design and layout of the project. Once home buyers have a bit of picture about the project, you can then send out your second EDM that features lifestyle and shops around your project, let them imagine what it will be like to live in the area and enjoy all the benefits around their new dream home. You can make your project more desirable by sending out your third EDM, which emphasises the convenient transportation around the area, such as the nearby train/bus stations or the accessibility to Gold Coast or Sunshine Coast highways. Finally, send out EDM that talks about investment numbers such as annual growth or rental yield to further convince home buyers that purchasing your project is one of the smartest decisions they ever made.
Never underestimate these emails, as they have high open and click-through rates because home buyers are interested in your project and want to learn more about it.
Want to build your customer database and send out results-driven EDMs? Engage with an experienced digital property marketing agency like Desketing to help you with property marketing! Contact us today.