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4 Real Estate Marketing Trends 2018
These 4 takeaways from Placester’s 2018 Real Estate Marketing Survey give us an idea of real estate marketing trends to keep an eye on.
Digital marketing platform Placester recently published the results of its 2018 Real Estate Marketing Survey. The survey, which collected data from hundreds of real estate professionals nationwide, contains valuable information for benchmarking your marketing efforts in “an industry ready to invest more time, money, and energy toward online marketing and generating more leads.”
We’ve pulled out the top 4 takeaways from the survey here. Interestingly, these real estate marketing trends align with those we are seeing with our clients as well.
In general, real estate marketers are focused on leads: acquiring valid potential buyers and then turning them into sales. It makes sense, then, that many are turning to content marketing as a strategy, as it can be a highly effective lead-generation engine. Read on for more.
4 real estate marketing trends to watch
1) A focus on lead generation, nurturing, and conversion.
You can learn a lot from looking at the aggregate goals for the industry.
When asked about their top objective for 2018, 40.3% of survey respondents name generating more new leads than in 2017. Additionally, 23% look to improve on last year’s client conversion rate, 21.8% cited focus on the quality of leads earned, and 14.9% are aiming to learn how to better nurture and qualify prospects.
The bottom line: real estate professionals are focusing on generating, nurturing, and converting leads.
2) Challenges
As with looking at objectives, having an understanding of industry-wide challenges also offers valuable insight.
46.4% of survey respondents said that generating enough high-quality leads is the biggest marketing challenge they face in 2018. Rounding out the list, 24.9% are concerned about finding the right marketing tools to use; 23.4% cite converting leads into new business; and 5.3% are worried about analyzing their marketing performance.
Just as lead generation is a top priority for the majority of respondents, it’s also the top concern for real estate professionals.
3) Video
One of the most popular marketing tactics for greater exposure in 2018 is video.
When asked what part video will play in overall marketing strategy, 49.5% of respondents indicated that it would be a focal point. 43.7% said they would use it some of the time, while only 6.8% indicated that video didn’t interest them at all.
The real estate industry is embracing the power of video marketing. And the good news is, you don’t need expensive camera, lighting, or a production studio — your smartphone can be just as effective for creating video content for your social media outlets.
4) Social media
Which brings us to social media.
When asked which social media network they will use most, a whopping 84.6% of respondents pointed to Facebook, with 11.9% saying Instagram, 1.6% saying Twitter, and 1% respectively for Pinterest and Snapchat.
Facebook is ideal for real estate marketing in many ways. Its large user base makes it a go-to network, as well as its robust mobile presence, with location-specific advertising and sophisticated algorithms to help you reach your target audience.
What real estate marketing trends are you keeping an eye on this year?
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- 5 Marketing Automation Ideas for Real Estate
- Social Media Trends for 2018 Real Estate Marketers Need to Know
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
Posts Tagged "Snapchat"
Social Media Trends for 2018 Real Estate Marketers Need to Know
Augmented reality, streaming video, and local experiences are 3 social media trends to try in 2018.
If there’s one thing real estate marketers can be sure of in the coming year, it’s that social media will continue to dominate the marketing landscape. Social media presents tremendous opportunity, particularly if you’re aware of upcoming trends.
“While the job of marketing and selling a house once required a lot of legwork on behalf of the agent or seller, many of the tasks associated with listing and promoting are much easier thanks to social media,” says Realty Times blogger Megan Wild.
Here are 3 social media trends for 2018 that you need to know about.
3 social media trends for 2018
1) Augmented reality
Just a few years ago, this seemed like purely Sci-Fi territory. But what was once wild fantasy is quickly making its way into real life.
Last year, for example, Apple announced that the iPhone 8 and iPhone X would incorporate a new chip that enables users them to provide users with augmented reality experiences. Google Glass may have been a flop, but now Facebook, Google, and Snap are all also throwing their hats into the augmented reality ring.
So what does this mean for real estate marketing? This technology is still in its early stages, and the possibilities will continue to develop as capabilities grow. But already sellers are using augmented reality and virtual reality to display potential color themes, floor plans, and possible renovations.
2) Streaming video
As video capabilities on smartphones and other devices continue to skyrocket, services like Instagram Stories, Facebook Live, and Snapchat are changing the way people interact with the world. According to Livestream.com, “about 80% of consumers would rather watch a live video from a brand than read a blog, and 82% would prefer live video to written social media updates.”
If you haven’t already started to make use of these platforms, it’s time to jump on the bandwagon. What was once a cool idea for reaching your audience is now the expectation for brands.
You can optimize your videos in all kinds of ways, like location tags, titles, and targeted descriptions. “Buyers no longer have to spend their days traveling and visiting different open houses,” says Wild. And “instead of spending their time preparing hosting open houses to advertise their new properties, agents can use high-definition video to provide a detailed tour.”
3) Local and personal experiences
Every new technological boom comes with a price. Social media marketing is incredibly popular for a reason, but increased volume means an increased presence of brand-written content, which in turn leads to brand fatigue among buyers. As a result, local and personal experiences are moving into the forefront. Online consumers want local, interpersonal interactions.
While it may seem like more work, this is great news and presents a lot of opportunities for real estate marketers. Real estate is local by its very nature. The more content you share on social media that focuses on place (e.g. local restaurants, entertainment, community events), the more of a personal connection you forge with your audience. Ultimately, that connection is what social media is all about.
What social media trends are you trying in 2018?
Related posts:
- 4 Steps to Building a Successful DIY Content Marketing Strategy for Real Estate
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How Will Facebook Marketplace Housing Affect Real Estate Marketers?
- 6 Social Media Don’ts for Property Management Companies
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