2020 Marketing Trends Coming for the Housing Market

With the new decade here, it’s time again to bring you up to speed on the upcoming marketing trends of 2020 and beyond. Here at PAAR Marketing Center we are keeping a close eye on marketing trends and diligently watching analytics to best predict how marketing trends of tomorrow will shape how we structure our next ads.  

Acting on marketing trends will allow you to … 

  • Keep up with the way your consumers shop and research your properties and listings (and those of your competitors’)
  • Stay up to date with changes in market behavior and priorities
  • Keep you ahead of the curve in terms of knowing who your target audience is and what they look for in listings
  • Stay relevant in your targeted areas and among your competitors (now and in the long run)

We are leading our teams in the direction of content marketing for 2020. The cost of content marketing such as facebook posts and shares, blog article posting and interactive analog media can be at least to 62% less than outbound marketing. This direct action generates three times as many leads as well. Small businesses with blogs generate 126% more leads than those without blogs and rakes in conversion rates six times higher than other methods. 

615 million devices now use social media ad blockers. This means when you purchase an ad with a social media platform, people who may want to see your product are opting out of seeing your ad due to the overwhelming sea of spam.

The most effective means of directly communicating with your buyers is by being in the place they are looking. Where are they looking? Obviously, people are looking in the convenience of the palm of their own hands at unprecedented levels. But how is your listing going to be seen in the endless vastness of the internet? The answer is in the direct listing. 

Don’t give the opportunity for them to see the other listers through the use of placing a QR Code on your print ads. Our studies have shown that agents want to be exclusive and the best means of isolating your ads from the others and still being seen is through smaller print ads that are digitally linked to larger fully informative web pages. This eliminates the possibility of being ad blocked and utilizes the best ad space for the money. QR Codes make direct linking possible to any web page or website where real estate is endless. Learn more about QR Code marketing here.

The Regional Numbers Have Spoken.

Of the approximately 3,100 Regional MLS Members, eleven of the top 25 sellers are in the Peoria area. Of those eleven REALTORS®, SEVEN OF THEM USE THE 309MLS as a primary source for advertising. THE TOP .04% OF REGIONAL MLS MEMBERS KNOW THE VALUE OF 309MLS MAGAZINE. 

The value of a printed ad is changing and becoming more available to any location that has a persons physical presence. For the people who already utilize a printed advertisement, you may already know that you benefit from specific target advertising, consistency in public view, and perhaps most importantly- direct communication to those over 30yrs. In a sea of ignored digital banner ads, how do you become noticed? Marketing teams across the world work tirelessly to create, test, and implement solutions to this question. The answer is consistently coming back to targeted print ads.

When regional market numbers speak as loudly as they are, it can’t be ignored that those who are selling more locally, are utilizing printed ads. There’s no mystery, only mastery. Printed advertisements are making the largest assist in generating sales.  Printed advertisements are proven to be more trusted by consumers than a digital ad. In the Marketing Sherpa chart below, you’ll see that in a sales setting, printed advertisements outperform digital banner ads and social media ads combined.

MarketingSherpaChart

The reasons are quite simple and completely understandable. We, as people, are 70% more likely to recall the brand of a printed advertising than a digital one. Printed advertisements involve more emotion during the interaction of turning and feeling the pages. There is a great deal of disconnection with digital as only sight is involved. There is no argument that people simply engage differently with print than with digital. Only the people who are interested in the subject will be picking up the printed ad. We won’t be seeing off-subject advertising in printed ads. With digital ads, the algorithms allow for all of a persons interests to pop up, not just the on-subject ads. Printed advertising also lasts longer. Once it’s printed, it’s a tangible and physical part of the world around us. Digital ads are posted and removed by the platform once the money is spent.

The best part about utilizing a printed advertisement in your advertising campaign is that you can combine the subject-targets advertisement with a direct link to a specific web page which gives the best of both worlds. For more information on this process, please view our post on Staying Ahead of the Marketing Trends for 2020. This provides the emotional value and on-brand targeting of a smaller printed ad with a direct link of information to your product and brand.

 

Real Estate Market Recession in 2020?

Looking forward to 2020, the real estate market will be an interesting watch.

Experts have predicted a recession in 2020 and have also pushed one back as far as 2021. So far we have yet to see this affect the housing market in recent years and honestly, it isn’t likely to fluctuate much even in the event of a recession. If you get used to the fact that a recession is always coming, you’ll realize that it’s just another day in the grind and we will keep pushing forward to make the best of where we are (which is pretty good).

So how can realtors protect and prepare in the event that we are in fact heading toward a recession?

Keeping an eye out for sellers who are more motivated is a great way to keep things in line with fundamentals. Listing prices are always negotiable and everyone likes free stuff. Maybe the yard has nice acreage and the riding mower is something the buyer hasn’t purchased yet. Appliances are a pain to move in and out making them a great means of bartering. Drapery and other house fixtures can also be something easily added into a deal as many home sellers are going to plan on changing their motif anyway. Everyone wins!

Check other markets that are relevant and fairly close by. If you drive an hour and a half to a great find, what’s a little more time invested in a deal you shouldn’t pass? When doing this, keep in mind that real estate markets shift and are not the same from neighborhood to neighborhood, so you can be sure they are different from town to town.  Do the necessary research and bring a creative edge to the selling market that locals may have overlooked. Make time to see their home turf in a light that is enticing to others but perhaps taken for granted by those who see it every day. How is the local dining? What is the historic value of surrounding communities within driving distance? Are the sunsets especially viewable in the area? Anything can be a selling point if it’s viewed as valuable. Understanding the treasures of an area from every perspective is a creative way to drawing the perfect buyer.

Standing clear of listing pitfalls such as bidding wars and clients who aren’t quite ready to swallow the bite on their fork are both ways to make life simpler in trying times. Inexperienced homebuyers who are looking for a quick home flip may be under fire from places they never saw coming. That leaves you to do homework for them that should have been done before they even called you. Help them understand that they need to be prepared for what is in store by investing in a dilapidated home with expectations of making a good profit. Sometimes not selling a property to a client can create a stronger bond than selling them something they aren’t ready for. Never be afraid to steer the situation away from a deal that appears to be putting you or your client at a disadvantage.

The great news is that home sellers and homebuyers have little to worry about in the event of a recession.

Property values have fluctuated very little in three of the past four recessions. With new rules and regulations in place, there is much more shielding to prevent the housing market from being affected on a great scale like it was in 2008. (Seems we aren’t interested in losing everything twice) This still won’t entice clients if you don’t tell them that they’ll be just fine with quality assistance. Reassure yourself and them that you’ll stand by them with your reputation. Keep pushing forward and remember that your local area association of REALTORS is always here to help.

Are You Staying Ahead of Real Estate Marketing With This 2020 Trend?

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Let’s take a look at what’s going here in the world of Real Estate marketing for 2020. There is a very serious tool in selling and marketing available and it’s catching on quick. The tool we’re talking about is the QR Code. We see them on concert tickets, in the airport, on contractor vehicles, bus stops, heck – these things are EVERYWHERE!

So what is a QR Code? It’s really not complicated at all. A QR Code is a symbol made up of  tiny squares that is scannable on any smartphone camera which can take you to a specific website of your choosing. That’s it. It’s faster than typing a URL into your browser, it’s more informative than any ad can hope to be with the given space, and it’s fully customizable for any use – INCLUDING REAL ESTATE!

These coded symbols are so easy to use and have the potential to contain every listing you have within your company, individually or collectively. They are not expensive to utilize and you can reuse the same one as many times as you like. QR Codes are helping Realtors and agents inform homebuyers, renters, commercial buyers and land purchasers about every detail of the property in a MINIMAL AMOUNT OF SPACE!

There really is no down side to utilizing this affordable and efficient means of advertising. It makes your printed ad snippet instantly become a fully digital and full color information center held in the palm of a potential buyers hand. In the digital age of marketing and selling, you have to stay ahead of the curve. Staying ahead means getting in early and knowing what is happening next in your professional field, and you can believe QR Codes are hitting our selling markets in 2020.

A REAL ESTATE BROKER’S GUIDE TO PPC

*from Delta Media Group

blog promo - 9.4.18

Wouldn’t it be nice to pay for your online advertising only when someone clicks on it? That’s the basic concept behind pay-per-click (PPC) advertising, which is an effective but sometimes misunderstood marketing tool for real estate brokers. PPC is an excellent tool for earning clicks on agent websites or targeted landing pages, but success isn’t automatic. Start developing your PPC strategy today, with this step-by-step guide to PPC advertising for real estate brokers.

Learn How to Leverage the Power of PPC Advertising

Step One: Know Your Market & Find Your Target Audience

Successful PPC advertising starts with understanding who you want to reach, and what your audience will be looking for in your target market. Start by considering the target audience that you already aim to reach for each agent or group, and looking at the types of home that audience prefers to buy in your target communities.

The target audience that you choose will have a significant impact on the keywords that you use for PPC advertising. The simple keyword string of “homes for sale in [city/neighborhood name]” is a great place to start, but you can also get more specific. If the agent targets luxury homebuyers, then the keywords you choose for PPC marketing will look a bit different than if they were targeting first-time buyers on a tight budget.

Step Two: Choosing a Platform & Creating Your PPC Ad

With an audience in mind, it’s time to take the next steps toward creating your PPC advertising. Popular search engines and social media sites will generally offer the best bang for your buck with PPC. Google PPC allows you to find your target audience on the world’s most popular search engine, while Facebook offers a huge audience and great tools to help you reach them with PPC.

When you create a PPC campaign, you choose who you want to target, and how much you want to pay to reach them. The amount that you spend for each click depends in part on how specific you get with your keywords and targeting. An ad tailored to a particular audience will naturally cost more per click than one targeted to a large, broad group.

Finding the right combination of audience, keywords, and platform for your PPC advertising may take some trial and error, so don’t be afraid to experiment with smaller campaigns to get started. As a broker, you can also reuse variations of some of your most popular phrases with different agents and markets. The creative demands of PPC are minimal, so you can invest more of your marketing funds into reaching the right audience.

Step Three: Follow Through & Convert

PPC advertising works best when you treat it as a way to get your foot in the door because getting your audience to click is just the start of what you want to accomplish with real estate marketing. It’s critical to make sure that when prospects land on the real estate website or landing page, the agent is ready to take the next steps to convert them into customers through real estate content and authentic engagement. PPC prospects are often in the early stages of shopping for a home, so agents need to be prepared to nurture, develop, and convert those leads as they arrive.