Archive for the "Content Marketing" Category
5 (More) TED Talks for Real Estate Marketers
Need some new digital marketing ideas? Check out our new favorite TED Talks for real estate marketers.
One of our most popular posts focused on the success of TED Talks for real estate marketers. As many of you know, the lecture series has published more than 100,000 talks on YouTube with over 2 billion views.
From technology and analytics to home design and child-care tips, TED Talks cover an array of topics, hence the astonishing number of views. For our real estate marketers, we’ve pulled together 5 new TED Talks since our last post to keep you inspired and create innovative ways to market your brand’s properties.
5 TED Talks for real estate marketers
1. Barbara Corcoran:Rethinking Failure
Founder of The Corcoran Group & Shark on ABC’s “Shark Tank,” Corcoran is responsible for building the largest and best-known brand in the brokerage business. In her talk, Rethinking Failure, she discusses her personal, firsthand experience of embracing failure and re-imagining what it has meant for her own path to success. This is a must–watch for any real estate marketers who are just starting out or savvy marketers looking to refresh their strategies.
2. Dan Pink: The Puzzle of Motivation
Career analyst Dan Pink examines the Puzzle of Motivation, starting with a fact that social scientists know but most managers don’t: Traditional rewards aren’t always as effective as we think. His illuminating stories will leave viewers ready to abandon old ways of motivating your marketing team and jump into innovative methods to reach your potential.
3. Ernesto Sirolli: Want to help someone? Shut up and listen!
When most well-intentioned people hear of a problem that they think they can fix, they go to work. This, Ernesto Sirolli suggests, is naïve. In this funny and impassioned talk, he proposes that the first step is to listen to the people who you’re trying to help. This lively TED Talk tells real estate marketers how to actively listen to help build their brand and, ultimately, sell properties.
4. Angela Duckworth: How Grit Can Transform Your Attitude and Real Estate Career
Looking for inspiration backed by science? Angela Duckworth’s talk on grit takes an in–depth look at what motivates people to succeed, against all odds. What Barbara Corcoran discovered through trial and error, Duckworth explains through a scientific lens.
5. Ben Miller: The Real Estate Deal that Could Change the Future of Everything
Ben Miller, co-founder of the real estate investing platform Fundrise, covers technology’s place in the world of real estate in this TED Talk. His insight into how technology will shape the future of real estate marketing will leave you contemplating the role of AI, 3D technology, and other innovative marketing solutions in your digital marketing strategy.
What TED Talks for real estate do you recommend?
Related posts:
- 5 TED Talks for Real Estate Marketers
- 4 Real Estate Marketing Trends 2018
- Top 5 Real Estate Marketing Influencers
Archive for the "Content Marketing" Category
Real Estate Marketing Strategy 2019: Retargeting
Retargeting offers a number of advantages to real estate marketers, including increased lead generation and conversions.
Highlights:
- A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website.
- Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties.
- Retargeting makes it easier for you to connect with potential clients and get the results you need to grow your business.
As you set your real estate marketing strategy for 2019, you want to be sure that you aren’t missing out on any vital opportunities to reach potential customers. You’ve probably designed plans for your social media accounts, put together an email marketing list, and worked to improve your SEO — but have you considered retargeting as part of your real estate marketing strategy for 2019?
What is retargeting?
Retargeting allows you to focus your attention on people who have already visited your website. A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website. This allows you to generate more repeat traffic, which can, in turn, help with your conversion rates and, ultimately, your sales.
In order to set up ad retargeting, you start by inserting a specific piece of code into your website. Google ads have easy to follow tutorials on how to set up codes that link to your ads. The code has no impact on the way your site runs and, for the most part, it’s unnoticeable to potential clients. When they visit your website, however, the code attaches a cookie to the visitor. Then, when the visitor leaves your site and sees ads elsewhere on the internet, the cookie lets the ad provider know they’ve been to your site — and increases the likelihood the visitor will see one of your ads.
How does retargeting help?
As a real estate marketer, you may make contact with your clients in a variety of ways: via email, over the phone, in person, on social media, and through your website. When potential buyers visit your website, they only have about a 2% chance of converting, whether that means signing up for your email list or calling you about putting their house on the market.
The more they spot your brand, the more likely they are to remember your name and company, which increases the chance they will turn to you when they are ready to make a purchase. Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties. Retargeted ads ups the chances of a conversion by as much as 70%.
Is retargeting part of your strategy?
So, how do you actually incorporate retargeting into your real estate marketing strategy?
Adding retargeting to your paid search ads will increase the odds you will reach potential clients who have visited your site in the past, which raises the odds they are genuinely looking for a property in your area. Retargeting is also a highly effective way to connect with past clients when they have future property needs.
The simple strategy of remarketing can offer a number of advantages that will make it easier for you to connect with potential clients and get the results you need to grow your business.
Related posts:
- Our 6 Favorite Marketing Automation Tools for Real Estate Marketers
- What are Google Sitelinks and Why Real Estate Marketers Need to Know About Them
- Paid Digital Advertising: A Beginner’s Guide for Real Estate Marketers
Archive for the "Content Marketing" Category
5 Creative Ways to Use Instagram Stories for your Luxury Real Estate Brand
Luxury real estate brands are capitalizing on Instagram Stories to highlight property features and give followers an inside look at what sets them apart.
Highlights:
- With such a highly visual platform comes the challenge of standing out from other luxury real estate brands.
- Stories helps boost reach and engagement by giving users ways to engage with your content.
- Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts.
Instagram is a natural fit for real estate marketing. And with the growing popularity of Instagram Stories, marketers are increasingly using this feature to highlight their properties and luxury real estate brand. When implemented as a part of a robust digital marketing strategy, Instagram Stories is an ideal place to showcase your latest projects.
But with such a highly visual platform comes the challenge of standing out from other luxury real estate brands. If you want to generate leads, increase ROI, and ultimately close deals, you’ll need to think outside of the box.
Here are five creative ways to use Instagram Stories for your luxury real estate brand
1. Go behind the scenes
Because of the informal feel of Instagram Stories, it’s a great place to highlight your luxury real estate brand and give viewers a behind-the-scenes look at your property. This intimate view into what makes your brand unique helps build engagement and brand loyalty.
Some ideas to showcase your luxury real estate brand include:
- Highlight premier features of your property
- Snap a picture or short video at local restaurants, bars, and events by your property
- Upload an image of an office brainstorm or staff meeting
- Feature new marketing ideas or things your staff are working on
2. Engage
I recently read that Instagram algorithms can make organic reach difficult, which means that engagement can be a challenge. But Stories helps boost reach and engagement by giving users ways to interact with your content. Ask viewers a question or create a poll to encourage audiences to share thoughts with your brand. What’s your favorite feature in the new penthouse unit? What color should we paint our office door? What videos do you find most appealing. And when audiences respond to your questions or polls, make sure you re-engage with them.
3. Highlights
Looking to get more shelf life out of your Instagram Stories? Try using the Highlights tool.
“Instagram Stories Highlights can live permanently on your profile. They’re like curated collections of Instagram Stories that your followers — both old and new — can tap into and watch any time they like.
“And because of their prime location directly under your bio and above your Instagram feed, it’s the perfect place to direct followers to your most valuable and interesting content,” writes Benjamin Chacon for Later.com.
Highlights is a great tool for gathering several of your most engaged stories and blog posts, and organizing them by topic. For example, your luxury real estate brand can create different highlights for property features, neighborhood information, and office culture. Viewers can easily sort through your content based on their personal needs.
4. Be visual
56% of marketers said they use visuals in their content almost 100% of the time. Instagram called the feature “Stories” for a reason. Don’t be afraid to make your content pop through filters on your images and videos, use fun fonts and bold text, and create slideshows that break your stories into parts. Visual content has significantly higher engagement rates, so get your camera ready.
5. Luxury branding
Instagram Stories leverages two things today’s buyers love: beautiful images and engaging videos. The tool extends a brand’s audience, shows the ins and outs of what makes your brand unique and promotes engagement with your Stories, as well as your Instagram posts. All of these elements develop brand awareness and, hopefully, brand loyalty.
Final thoughts
I’ve heard some luxury real estate brands are hesitant to use Instagram Stories, because of the informal vibe of the tool, something that’s not usually synonymous with luxury real estate. But as Instagram continues to grow in popularity, it’s important for brands to follow their audiences.
Remember, Instagram Stories is just one part of your dynamic digital marketing strategy. Have fun with the tool, experiment with posts including videos and pictures, and see what followers engage with the most. You might be surprised how well your Stories perform.
Still hesitant about getting started? Let us help.
Related posts:
- Measure Social Media Success in Terms of Potential, not Dollar Amount
- How to Use Social Media Hashtags in Real Estate Marketing
- How to Use Instagram for Real Estate Marketing
Archive for the "Content Marketing" Category
5 Social Media Stats for Real Estate Marketers
Social media is a natural fit for real estate marketing. Here are five social media stats that prove your real estate brand needs to be active on social media.
Highlights:
- 3.5 billion people will use social media networks this year.
- Real estate marketers can take advantage of detailed targeting available through Facebook.
- Real estate marketers who are succeeding on social media are finding innovative and creative ways to relate to users and showcase their property.
Social media has changed the world as we know it. From connecting with old friends to up–to–the–minute news coverage, social platforms are a constant in 2019. In fact, it’s estimated that 3.5 billion people will use social media networks this year.
With those kinds of numbers, it’s easy to understand why businesses are heavily investing in digital marketing on social platforms. Consider some more social media stats: a recent survey found that 73% of small businesses are investing in social media marketing.
We’ve talked a lot about the importance of social advertising and we’re sticking by it. The combination of paid and organic advertising on sites like LinkedIn and Twitter can help get your property in front of the right audiences.
We know that social media posts are time–consuming, whether you’re creating original content or curating posts. This can play a big role in marketers sticking to more traditional advertising methods. But if you’re looking to target specific audiences and run ads that speak to them directly, the social media stats speak for themselves.
Here are 5 social media stats and how they can affect your digital marketing strategy.
1. 68% of U.S. adults are Facebook users
Despite all the headlines in the last year, Facebook is still the most popular social media platform out there. And marketers shouldn’t ignore this platform when advertising properties. Aside from Facebook’s popularity, real estate marketers can take advantage of detailed targeting available through the social platform’s paid advertising options. After determining the goal of your campaign, you can set key targeting options and make sure your ads are getting in front of the right audience.
2. Over 90% of Millennials use social media (and 77% of Generation X’ers)
Millennials use social media more than any other age group and the majority of them access social media on their phones. This is crucial information for real estate marketers trying to understand the buyer’s journey and determining what platforms will work best for their audience. For example, are they trying to lease apartments near a college or university? Knowing that Instagram is the fastest growing platform or that messaging apps are the most popular form of communication amongst millennials is key.
3. An average of 143 minutes a day is spent on social networks and messaging
According to a survey by Digital Information World, internet users are now spending an average of 2 hours and 22 minutes per day on social networking and messaging platforms. And that’s a lot of opportunity for marketers to showcase properties. Don’t miss out on organic (and paid) searches for properties. Make sure to post your blogs, photos, and virtual tours to your social media pages to expand your reach.
4. 73% of marketers believe that their efforts through social media marketing have been‘somewhat effective’ or ‘very effective’ for their business
Social media is one of the most cost-effective ways to market your property, engage with audiences, and establish brand loyalty among customers. Tracking your social media efforts is key to optimizing your strategy and tweaking your plan to increase performance. Gauge the effectiveness of your social media strategy using these data points that reflect your digital marketing objectives.
5. 54% of social browsers use social media to research products
Social media is all about engagement. Users don’t want to engage with brands that are pushing their properties. Users want informative, interesting, and, yes, even fun content. Real estate marketers who succeed on social media are finding innovative and creative ways to relate to users and showcase their property so that social browsers are drawn to your content.
These social media stats prove excelling at social media could pay off for your real estate brand. What does it take to become a whiz? Keep reading our blog or contact us to learn more.
Related posts:
- How to Increase Leads with Chatbots
- Infographic: Best Video Distribution Channels for Real Estate Marketing
- 5 Effective Ways to Use Instagram for Your Luxury Real Estate Brand
Archive for the "Content Marketing" Category
Real Estate Marketing Leads: 4 Myths (and How to Disprove Them)
Don’t let these four myths get in the way of creating an effective strategy for capturing real estate leads.
Highlights:
- As you start to develop your lead-capture strategy, don’t let certain myths and misunderstandings derail your efforts.
- If you confine yourself to one or even two methods of finding leads, you’re unnecessarily limiting your potential.
- The better you understand your prospects, the more you’ll be able to meet their needs and turn them into customers.
One of the most pressing challenges for all real estate professionals is to get a steady supply of real estate leads. But as you start to develop your lead-capture strategy, don’t let certain myths and misunderstandings derail your efforts.
Let’s look at four of the top myths when it comes to real estate leads.
Myth #1: Real estate leads that don’t buy immediately are worthless
It can be tempting to fall into black-and-white thinking when it comes to leads. When prospects don’t show an immediate interest in making a purchase, you might dismiss them as dead leads. That’s a mistake in any field, but especially in the realm of real estate. The only leads that are truly dead or worthless are ones where you have no accurate contact information, or they have specifically told you not to contact them again.
Just because a lead doesn’t require your services right now doesn’t mean he or she never will. Real estate purchasing is closely tied to people’s circumstances, which can change over time. That’s why it makes sense to look at every promising lead as a long-term prospect with whom you should periodically follow up.
Myth #2: There’s only one way to find leads
Real estate marketers have a wide selection of lead generating strategies to choose from. These include:
- Advertising (online and offline)
- Social media
- Billboards
- Blogging: A real estate blog is a powerful way to build your credibility as well as SEO.
- Direct mail
You may develop certain preferences for finding leads. However, if you confine yourself to one or even two methods, you’re unnecessarily limiting your potential. An omnichannel lead generating strategy is your best approach.
It’s good to combine high-tech and old-school methods, for example. You certainly need to take advantage of digital marketing, which includes an up-to-date website and social media presence. At the same time, offline strategies are still effective as well. The more ways you have to engage with prospects, the more qualified leads you’ll attract.
Myth #3: It’s more important to acquire leads than to nurture them
Lead generation is only the first step in the real estate marketing process. If you’re too caught up in the lead generation process, you may only make a brief effort with each lead before putting it aside and looking at the next one. Instead, you need to think in terms of lead management and nurturing. This includes:
- Segmenting leads so you know what type of offers to put in front of each prospect. This is fairly easy to do with web leads. You can, for example, set up separate SEO, social media, and email marketing campaigns based on different keywords and topics.
- Learning the best ways to contact each lead. Some people prefer to be contacted by phone, email, or social media, for example.
- Following up regularly. You don’t want to bombard prospects with messages. However, you do want to be proactive and reach out to leads every so often.
Lead nurturing and management really come down to building relationships with prospects.
Myth #4: Once you’ve closed, you can neglect the lead
Closing a sale is always exhilarating. You shouldn’t, however, think of a successful closing as the end of the process. Think of it, rather, as the start of a long-term, mutually beneficial relationship. It’s important to show clients that you care about them, even after the sale.
- Ask clients to complete a survey. This provides insight into areas where you can improve.
- Send holiday and birthday greetings.
- Send occasional emails or make calls asking if there’s anything you can do for them.
- Request referrals. Your past clients are often one of your best sources for finding future clients.
Avoid These Myths
Make sure you recognize these myths for real estate leads so you don’t fall prey to them. It’s important to remember that each lead is a unique individual with specific characteristics and preferences. Many mistakes occur when business owners and investors generalize too much about their leads. The better you understand your prospects, the more you’ll be able to meet their needs and turn them into customers.
Related posts:
- How Inbound Marketing for Real Estate Works to Improve Sales
- How to Explain Content Marketing ROI to Win (or Keep) Buy-In
- 6 Signs It’s Time to Consider Outsourcing Your Real Estate Marketing
Archive for the "Content Marketing" Category
Real Estate Marketing Trend 2019: Influencer Marketing
A fast-growing trend, influencer marketing is becoming a larger budget item for brands that want to keep up with the competition.
Highlights:
- Influencer marketing targets potential clients with engaging and valuable content delivered by household names that buyers know and trust.
- It’s extremely effective because of three key components: social reach, original content, and consumer trust.
- Instagram, with over 1 million monthly users, is an ideal place to start.
You’ve probably already read about some of the hottest influencers for real estate brands. Influencer marketing seems to be on the tip of every marketer’s tongue these days. Linqia’s latest report, The State of Influencer Marketing 2019, shows that companies are already taking full advantage of this marketing trend. In fact, 57% of survey respondents reported that influencer content outperformed brand-created content.
Real estate marketers, on the other hand, have been slower to adopt this new marketing tactic. The tried and true “word-of-mouth” approach of marketing a property has expanded way beyond face-to-face interactions to social media platforms. Influencer marketing targets potential clients with engaging and valuable content delivered by household names that buyers know and trust.
To understand why influencer marketing is becoming so popular and why real estate brands need to jump on the trend, let’s start with the basics.
What is influencer marketing?
Influencer marketing places the focus on influential people, rather than the target market as a whole. Marketers identify individuals who have influence over potential buyers (or renters) and create marketing campaigns and activities around those influencers.
An example of a successful real estate influencer is Barbara Corcoran, one of the most successful female real estate investors in the business. After appearing on NBC’s Shark Tank, Corcoran has invested over $5.4 million in property deals. Real estate marketers have sought Corcoran to promote investment opportunities and share her blog and video content to educate their followers.
Why influencer marketing works
Influencer marketing is extremely effective because of three key components:
Social reach: Influencers can reach millions of followers (and consumers) through their social media channels, websites, and blogs.
Original content: Influencers work with marketers to produce original content for your brand.
Consumer trust: Through their existing, strong relationships with their audiences, influencers have a built-in level of trust and can influence consumer opinions.
Digital marketers are working overtime to update their digital marketing strategies to include influencer marketing campaigns. Buyers no longer want to hear from real estate brands about their properties; they want someone they trust to recommend these properties. This is where influencer marketing comes into play.
Where do you begin?
Instagram is an ideal place to start, and with over 1 million monthly users, it’s easy to see why. With 60% of marketers planning to increase their influencer marketing budget this year, real estate marketers are quickly seeing the leverage that influencers can have over their target audiences. By pairing your properties with the right influencer, you can easily tap into thousands of potential buyers (or renters), increasing website traffic and leads.
Have you tried influencer marketing? How was your experience?
Related posts:
- 5 Real Estate Marketing Strategies for 2019
- How Inbound Marketing for Real Estate Works to Improve Sales
- How to Explain Content Marketing ROI to Win (or Keep) Buy-In
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