Are you looking to maximise the exposure of your property listings? With the right digital marketing strategy, you can ensure the right people see your listing.
Digital marketing provides a powerful platform to reach out to potential buyers and can effectively market your property listing. You can create tailored campaigns to ensure your listings get the attention they deserve, and what’s more, you get to monitor the performance of each campaign and make alterations anytime you want.
Understanding Your Property Type & Target Audience.
When marketing your property listing through digital channels, understanding your potential buyer’s needs and preferences is essential. By knowing what your customers are looking for, you can tailor your marketing strategies to reach them more effectively.
What type of property are you marketing? What’s its USP, and what kind of buyer would be interested in viewing the property? These are all questions you should ask to help you identify your target audience and what they are searching for when looking for properties.
Analyse your potential customers’ search trends and online behaviours to get insights into their preferences and decision-making processes.
Another way to gain a deeper understanding of your customers is to gather feedback from previous clients. Ask for their opinions and experiences regarding their property search and buying process. Use this feedback to make necessary improvements and address pain points in your digital marketing strategies.
Overall, the key is to create buyer personas and map out the customer journey from start to finish. This way, you can identify the touchpoints that matter most and craft relevant messages to effectively connect with your potential customers.
Use Social Media
Social media is one of the most powerful digital marketing tools available for promoting your property listings. With billions of active users on various social media channels like Facebook, Instagram, and TikTok, it’s essential to have a presence on these platforms.
To make the most of your social media marketing, create content that appeals to your audience, both your potential sellers and buyers. For instance, if your target audience is primarily young professionals living in the city, you should focus your content on being more trendy and daring, but if your audience is older and living in a rural countryside, a more grown-up approach is better.
Create compelling content, including photos, videos, and infographics, that showcase your properties’ unique features and amenities. Make sure to include details about the location, nearby attractions, and amenities, and make sure to include their social media handles to increase your local social media reach.
Remember, you’re not just marketing your properties to keep the clients happy, you‘re wanting to wow future sellers with your content and social media marketing savviness so they come to you when they are ready to sell.
Ultimately, using social media to promote your property listings can increase your exposure and attract potential buyers or renters.
Use Facebook Paid Ads
In addition to organic social media posts, it’s worth investing in paid ads to reach even more potential buyers or renters.
When running paid ads, it’s important to ensure that you have a clear objective in mind. Are you looking to increase website traffic to your listings page? Have them fill out a form? Or contact you via WhatsApp? Once you have identified your objective, tailor your ad copy and visuals to support it.
With Facebook insisting on estate agents using the Housing Category for property-related ads, it’s vital you use clear ad copy so that Facebook’s AI understands your goals and intents and the type of audience you are targeting. This is why understanding your target audience for each property you’re marketing is important.
Use Retargeting Ads
- Retargeting can lift ad engagement rates up to 400%.
- The click-through rate (CTR) is 180.6% higher for retargeted users on the display network.
Data from: https://skai.io/blog/retargeting-statistics/
Social Media Retargeting ads can be especially effective when used in combination with other digital marketing tactics. For example, if you’re running a social media campaign to promote a new listing, you can use retargeting ads to ensure that users who have engaged with your social media posts are continually seeing your property listings and keeping it top of mind with potential buyers.
Google retargeting ads can also be a powerful tool for maximising your property’s exposure. By retargeting users who have previously viewed your listing page on your website, you’re increasing the chances that they’ll book a viewing and ultimately become a customer.
The best bit about paid ads is that you only pay for clicks, and because you’re using the retargeting method, you are targeting warm leads who have shown interest in your listing.
I hope this helps!