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Why You Should Benchmark Real Estate Marketing Against Competitive Properties

by Elizabeth Hines | Feb 27, 2018 | Blog, Real Estate Marketing | 0 comments

Taking the time to benchmark real estate marketing gives you context for your performance — and shows you what prospective buyers/tenants see when searching for properties.

When people are searching the internet for apartments or condos, what are they seeing? Part of an effective, data-driven marketing strategy is regularly taking the time to benchmark real estate marketing against competitive properties.

We all know that competition drives results. Take Elaine Thompson and Michael Phelps. In August 2016, Thompson claimed the title of the world’s fastest woman, and Michael Phelps became the most decorated Olympian of all time. They achieved these incredible feats by continuously pushing themselves to do better — and they weren’t just tracking and measuring their personal performance. They were keeping track of the performance of their peers and competitors. The data helped to give them the drive they needed to improve their own performance.

Why benchmark real estate marketing?

The same is true when it comes to measuring real estate marketing performance.

Looking inward, focusing on key performance indicators (KPIs) like website traffic, social media engagement, and lead conversion metrics is important. But these metrics will only get you so far.

You need to be looking at what’s happening outside your business and benchmark real estate marketing performance against competitive developments, properties, and even companies. That way, you’ll get the knowledge and drive you need to improve your performance and chance of success.

In addition, keeping track of what your competitors are doing can help you to identify threats and strategic opportunities for your properties. If you see that everyone is advertising on Trulia, for example, and you’re not, you might want to think about trying it. Or, you might notice that no one in your market is leveraging Facebook Marketplace property listings yet. Is this a place where you could gain strategic advantage?

Who should you be benchmarking against?

While the obvious choice is to benchmark against properties that directly compete with yours, it’s also a great idea to benchmark real estate marketing against market leaders. By taking this more global view, you can gain ideas and intelligence from top performers in your area. You may learn something that you can bring to your property’s marketing plan that will help edge out your competition.

Related posts:

• What Metrics Should You Track in Real Estate Marketing?
• Social Media Can Be a Strategic Weapon in Real Estate Marketing
• How Pay-Per-Click Helped This Property Get 54 Leads

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Fronetics Real Estate Blog Named Top 60 Real Estate Marketing Blog

by Elizabeth Hines | Mar 7, 2018 | Blog, Current Events, Real Estate Marketing | 0 comments

Feedspot named Fronetics Real Estate among the best in the category of real estate marketing blog or website.

We are pleased to announce that Fronetics Real Estate’s blog was included on a list of the best real estate marketing blogs.

Feedspot’s Top 60 Real Estate Marketing Blogs & Websites for Real Estate Marketers features a number of valuable media resources for the industry. Fronetics Real Estate is honored to be included — particularly since we’ve only been live for 6 months.

Feedspot reports it chose the top real estate marketing blogs from “thousands of top real estate blogs in our index” using search and social metrics. They are ranked on the following criteria:

• Google reputation and Google search ranking
• Influence and popularity on Facebook, Twitter and other social media sites
• Quality and consistency of posts
• Feedspot’s editorial team and expert review

At Fronetics Real Estate, we aim to be a go-to resource for developers, property management companies, and other real estate entities when it comes to all things marketing. Though our blog is relatively new, our team has been creating and driving digital marketing strategies for real estate for many years. We’re proud of our many successes for our clients.

Make sure you’re subscribed to our blog for the latest in digital marketing for the real estate industry. And thank you to Feedspot for the recognition.

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Get Personal: the Human Side of Real Estate Marketing

by Katie Russell | Oct 1, 2019 | Blog, Content Marketing, Real Estate Marketing | 0 comments

Using emotion in your real estate marketing to appeal to buyers can help you sell homes more easily and effectively. 

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Highlights:

• Emotions often strongly influence buying decisions when the time comes to purchase a property.
• There’s a big difference between listing facts about a property and using an emotion-driven, storytelling style that will appeal to potential buyers.
• If you want to take your real estate marketing efforts from dry to extraordinary, using emotion is the most effective tactic for connecting with potential buyers.

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Real estate marketing comes in a number of forms. As a marketer, you may go out of your way to create a stunning website, maintain social media pages across a range of accounts, and even send out advertisements to help drum up interest in your available properties. If you want truly spectacular marketing for your available properties, however, there’s one key way to take your efforts to the next level: get personal.  

Appealing to the Emotions 

Buying a home is a very personal decision. Many people are eager to make a move: to find the perfect home for raising a family or start a new life with a partner. Emotions often strongly influence buying decisions when the time comes to purchase a property — and as a real estate agent, your marketing should take advantage of that. By appealing to your buyers’ emotions, you can often sell houses faster.  

Try some of these strategies: 

Take a look at the property from an emotional perspective.  

Imagine who might be seeking to live there. Is the property a single-family home? An apartment building? The perfect space for a business just starting out? Once you have a good idea of who might want to purchase the property, create a clear buyer persona. Imagine what is important to those individuals and how they could be influenced to fall in love with the property.  

Include the appeal to emotion in your ads.  

This is especially effective on your social media ads and emails, but it can be used anywhere. Use your imagination and encourage potential buyers to picture themselves in the property. Include imagery that can help buyers imagine what it might be like to live there. This might be as simple as taking a walk down the convenient sidewalks out front or watching the kids play in the backyard.  

Use the right language.  

You have a good idea of what buyers want to know about the house: the number of bedrooms and bathrooms, the size of the garage, and whether it has a fireplace, for example. There’s a big difference, however, between listing those things as facts and using an emotion-driven, storytelling style that will appeal to potential buyers.  

Effective Marketing: Appealing Through Others 

Your marketing efforts help you connect more effectively with your buyers. But it isn’t just your advertisements that will showcase your properties. Take time to get to know the neighbors around your properties. Often, they can be your most effective tools. Do they have a friend or family member looking for a place to live and who would consider one of your listings?  

The neighbors are also an incredible source of information. What makes them love living here? By chatting with the neighbors, you don’t just encourage them to share information about the property with potential buyers, you also glean valuable information from the exchange, which helps you market more effectively. 

If you want to take your real estate marketing efforts from dry to extraordinary, using emotion is the most effective tactic for connecting with potential buyers. Buying a home, in particular, is a very emotional decision for most buyers so take advantage of that emotion as you create your marketing campaigns to help them fall in love with your listings.   

Related posts:

• 3 Social Media Mistakes Real Estate Companies Still Make
• Using Messaging Platforms for Real Estate to Deliver Content
• Infographic: Real Estate Social Media Marketing Strategies

 

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by Fronetics | Feb 23, 2016

Fronetics Real Estate Digital and Content Marketing for Real Estate Buyers are looking for a property like yours.And we know how to help them find you. We create and execute real estate marketing strategies that drive target buyers or tenants to your website. But...