I had the pleasure of a chat with Elwin from ARO Digital this week about how digital marketing has grown rapidly in the real estate space and how agents can maximise it in their real estate marketing.
“Marketing properties in the print medium had its place in the day, but the behaviour of people and advances in technology have changed the way we all now interact with products and services. The fact that people are moving away from print is obvious we have seen newspapers diminish in size and magazines withdrawn from production as people prefer to take control of their research online.”
“With real estate print marketing you have to ask the question, did they see your listing in a magazine? Not only is print hard to measure, radio, magazine, and TV are as well” says Elwin. In comparison, digital marketing is a marketing channel where you can track and measure engagement from your marketing spend. It is not only, are they picking it up? But also who is picking it up? How long are they engaging? And then what do they do afterward?” says Elwin. There is a big difference between an agent putting a listing on an agent’s personal Facebook page and using the full force of digital marketing.”
“For an agent to get the best out of digital marketing they need to explain the benefits of their property to the consumer in well-written copy, secondly select the appropriate social media platforms and targeting parameters and then also review and gather insights on the way people interact with the ad. This is what will bring more value to future marketing campaigns.”
Elwin says “agents need to beware there is a lingering bias that older people are not engaged with Facebook, but the fact is 68% of 50 – 64 year olds and 46% of 65+ year olds use Facebook as their preferred social media channel.”
“Younger people are on Instagram and Snapchat, where the message is short and punchy then disappears. Elwin states amongst the younger audiences we are increasingly seeing video first like TikTok and Snapchat, which are short and fast, authentic, and unrehearsed.”
So where will real estate marketing ads be placed in the future as our younger generation become homebuyers? Will we see agents creating property ads to place on TikTok in the near future? What we do know is customer’s online behaviour has changed dramatically and if you don’t keep up with advancements, you will lose interaction with your customer.
As digital marketing has become another skillset agent needs to embrace in their business, agents may consider outsourcing this with someone like homes.co.nz so they can focus on their core business of listing and selling property.
homes.co.nz has digital marketing products and brand profiling opportunities to support agents through all stages of the real estate sales cycle. Email firstname.lastname@example.org for more information.