How to take a fresh marketing approach without compromising your brand.
Everyone wants their listings to stand out. With the explosion of sharable content in real estate, the boundaries of creative marketing are always expanding. Thinking outside the box could bring more potential buyers through the door at your next open home, but try to keep at least one foot on the ground and make sure your properties stand out for the right reasons. When’s the right time to get creative, and where do you start? Here are a few ideas to get you on your way:
Social
Fast becoming the biggest player in the real estate marketing game, social media’s reach is unquestioned. There are more than 1.5 billion users logging into Facebook every single day, and more than 500 million people Instagramming daily. In fact, the average Instagram user spends nearly an hour a day scrolling, liking and commenting. With this constant social media connection, it can be a good idea to regularly update your Facebook and Insta profiles with new imagery. In social spaces, visual assets are the most engaging type of content – so photos and videos are king.
It’s also worth knowing who you’re talking to. 71% of Instagram users are under the age of 35. Hello first home buyers! Searching for a new home, especially for first time buyers, can be a long and sometimes challenging process. A lighter approach to your communication may help you stand out and become more approachable. Keeping your finger on the pulse of social trends like the latest meme, Youtube sensation or viral phenomenon may also allow you to have a little bit more fun with prospective buyers. But be warned: staying up-to-date or even ahead of the curve is paramount here – internet culture evolves so rapidly that what’s dominating feeds one week may be completely forgotten and irrelevant the next.
Photography
They say a picture tells a thousand words, and when you’re trying to sell a lifestyle, you can’t underestimate the value of location photography. A home may well be in a family-friendly area, but a shot of the local park and playground could help buyers put themselves in the picture. Likewise, people in the frame can create a real sense of liveability, while a furry friend on the front step could resonate with a whole new audience – a quick scroll through Facebook will show you just how widespread pet appreciation is.
Video
Just like photos, people respond better to video content than text. Sure, you can say your property is a walk from the beach, but videos might help people visualise just how close those breaking waves actually are. Imaginative viral property videos are becoming more and more common, with everything from tongue-in-cheek scripts to choreographed dance routines, but if it’s too over-the-top you might be detracting from your brand. If you have an established style, it pays to respect it because viewers will recognise you and the values you stand for more easily.
Digital
The more time someone spends viewing an online listing, the more likely they are to remember it. So how do you maintain their interest? Tools like Virtual Staging could be the key to creating the perfect first impression. Simply uploading your photos and let our professionals take care of the rest! While Campaigntrack’s Digital Renovator allow viewers to reimagine a home as their own by digitally updating property photos with new materials and colour schemes. These are all creative ways to show not just what a home offers now, but what it could be in the future.
Opens
The real estate game doesn’t offer many breaks in play. It’s non-stop. There’s a never-ending list of appointments to attend, marketing material to approve and potential clients to impress. Campaigntrack’s Open Home Booklets are an excellent way to provide a better and faster experience for prospective clients, while also keeping your name and your brand top-of-mind. You can now automatically create these within the Campaigntrack Platform with a single click!
Remember, you don’t need to reinvent the wheel; but it helps to think about all the tools you have at your disposal, and which ones might just add that little extra appeal to your next listing.
To see if we can help dial up the creativity in your marketing, get in touch with us.
