Freddy Swan
Real estate marketing has come a long way since the days of just slapping a “For Sale” sign in the yard and hoping for the best. While traditional methods have given way to flashy social media ads and immersive 3D tours, one thing remains constant: getting the right eyes on your property. Let’s take a look at how the game has changed—and how it’s stayed exactly the same.
Trad Ads
Signage
For Sale = For Sale Signs, and that isn’t changing anytime soon. While other digital avenues may have eclipsed traditional signage to engage with potential buyers, it is still a valuable connection tool. Whether neighbors are trying to help family and friends, find a new home or move-up buyers are scoping out the best neighborhood in the best school district, clean, engaging, well-branded signage still generates valuable interest.
Despite the consumers’ constant complaints of getting too many emails, email marketing remains one of the most effective tools for real estate advertising. Real estate professionals are increasingly using data-driven strategies to send tailored messages to potential buyers, based on their browsing habits, preferences and past interactions. This hyper-targeted approach increases the likelihood of engagement and conversion. Automation tools allow for the creation of drip campaigns that nurture leads over time, offering them information about new listings, price drops or market insights.
Collateral
Okay sure, as a means of initial contact, print materials are a costly, increasingly outdated means of outreach. However, as a sales tool, they are still earning their keep. A buyer may have found a property online, but sending them off with a well-made, tangible reminder of everything there is to love about the listing in question, is worth the dollars spent to secure the sale. This continues to be even more important as the price of the home increases.
Let’s Get Digital
Social Media
While nothing new to the world of advertising, it isn’t surprising that getting an entire industry of independent contractors to embrace the benefits of networking platforms, took a little bit of time. But hey, we got there! “Social media will be the top lead generation tactic in 2024. While real estate marketers may be planning to allocate more budget to their website and SEO, the number one lead generation tactic they plan to deploy in 2024 is social media (87%).”3
SEO
Search engine optimization for advertising? Groundbreaking! Jokes aside, ranking higher in search results will always attract more buyers and sellers, increase brand awareness, improve lead generation, drive higher conversion rates, establish authority in the real estate space, and ultimately, create more sales. “When asked about how they plan to prioritize their marketing budget in 2024, real estate companies listed … SEO as the top channel.”3
Video
We asked and AI told us that if a picture is worth a thousand words, then a video is worth 1.8 million words. So sure, let’s go with that! High-quality video allows potential buyers to explore homes remotely, feeling like they have a better sense of the flow of the home versus being duped with well-staged/edited images. Going back a bullet, short-form videos wildly outperform still images and are a key part of social media marketing strategies.
3D + VR
If a video is worth 1.8 million words then a 3D tour is… never mind, point made. As more buyers expect an immersive online experience before committing to an in-person visit, 3D walkthroughs provide a deeper and more interactive experience that lets users navigate rooms and visualize the layout. Taking it one step further is the VR headset, allowing buyers to experience being in the room from the comfort of their own homes. Just be careful going down the stairs ;)
Geo-fencing
Getting your ads in front of the right people is advertising 101. Geo-fencing is one of the most innovative and powerful advertising tools that target potential buyers with pinpoint accuracy. Geo-fencing allows for hyper-local targeting, making it an incredibly effective strategy for real estate professionals who want to reach potential buyers actively engaged in the area. Plus, if the marketing dollars allow, you can target the competition’s location and pull potential buyers to a new/better property. It’s a cutthroat world!
At the end of the day, marketing real estate is primarily about creating an emotional connection to a space where buyers can envision their future. Don’t leave that message to chance! If you are looking to cover more square footage in the real estate world, FredSwan wants to be your top-producing agent.
Sources
- LinkedIn. “On-Site Signage for Marketing: The Importance as a Home Builder.” September 2019
- Real Estate Marketing Trends in 2024: Top 6 for Realtors. “Archicgi.” March 2024
- CallRail. “5 trends reshaping real estate marketing in 2024”. January 2024
