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.

10 Cost-Effective and Creative Real Estate Marketing Ideas & Strategies for Agents

*from fitsmallbusiness.com

Creating a marketing plan and need some new real estate marketing ideas? Here is a cost-effective and creative list of great marketing advice.

  • Market yourself in the Central Illinois Homes Guide! It’s a publication owned by its PAAR members. Offering agents affordable and high-quality advertising.
  • Host Local Neighborhood Tours: When it comes to great marketing, nothing beats the personal engagement that comes from hosting a fun event for your sphere of influence. Even better, why not host an event that shows off your own love and expert knowledge about your farm area?
  • Create a New Logo:  Believe it or not, your logo (or lack of a logo) is one of the most important elements of your personal brand. A great logo can help propel your brand forward while a bad logo… well, let’s just say it’s not going to help you attract more leads.  According to Patrick Sanders, creative director for real estate marketing powerhouse 1000watt, a great logo should:“… signal something exciting and new — a message to the greater world that your organization is always changing and getting better. The work should reflect that energy.” You can also check out Graphic Design services with the PAAR Marketing Center!
  • Learn Facebook Messenger Marketing: One of the most exciting new developments in real estate marketing for 2018 is leveraging Facebook Messenger. Using Facebook messenger and a free app like ManyChat, you can build real estate chatbots to engage your site visitors 24/7 and even send content to your Facebook audience as direct messages!
  • Create a Video Tour of Your Neighborhood: A video tour of the neighborhood gives prospective buyers a much better feel for what a neighborhood is like to live in. Unless you live in a major city or tourist area, chances are there are very few videos showing highlights of your neighborhood on YouTube. Stepping in to fill that void can mean a nice boost to your online presence and can help generate leads!
  • Start a Direct to Door Marketing Campaign with Door Hangers:Joshua Smith famously built his business from scratch to closing more than 100 homes per year partly by using door hangers. Direct mailers can get lost in a pile of bills but leads need to remove your door hanger to get inside their homes, guaranteeing that they see it. The PAAR Marketing Center offers a variety of door hangers for real estate agents. Check out our Door Hanger options here!
  • Use Instagram Stories: The key is to use Instagram Stories to give your audience a look at your day to day life as an agent as well as focusing on your listings. Believe it or not, many people are curious about what the heck real estate agents do all day!
  • Learn the Art of Real Estate Postcards:  Sending out real estate marketing postcards on a regular basis is a great way to inspire interest in your business and raise brand awareness. You can showcase just listed or sold properties or announce your next open house. The PAAR Marketing Center offers a variety of postcards specifically for real estate agents. Learn more about postcard options here!
  • School Yourself on the Best Ways To Utilize Social Media: Many agents make the mistake of carpet bombing social media with listings, market updates, and tips and never really engaging with their audience. Instead, you need to focus your efforts on discovering what content works best for each social media channel you use.For example, contests can work great on Facebook while behind-the-scenes videos might work better on Instagram stories.
  • Create a Client Testimonial Packet: When it comes to landing more deals than your competition, one of the aces up your sleeve can be effectively using testimonials to help earn the trust of potential clients. Nothing is more positive than a third-party account of your performance from someone who has done business with you previously. Sometimes, this is all it takes to push someone over the edge to work with you and sign the contract.

    For help with creating your marketing plan, give the PAAR Marketing Center a call at 309.688.6419!

Top 11 Reasons to Have a Facebook Business Page

social-network-76532_640

*from idxcentral.com

Looking for another excellent resource to promote your personal brand? A Facebook business page can be a highly effective marketing tool, and if you are like most people, you probably already have a personal account and are fairly versed already. As of spring 2017, there were over 1.86 billion monthly active Facebook users with five new Facebook profiles being created every second. We encourage all real estate agents to create a business page that is separate from their personal Facebook account. Creating a Facebook business page is a great way to reach a bigger audience. Furthermore, it has the great potential of attracting new clients, it is easy to maintain, and it may be just the thing you are looking for to generate more traffic to your real estate website. Most importantly, it just plain makes sense when Facebook is the most popular social network worldwide.

Top 11 Reasons to have a Facebook Business Page:

  1. It allows you to keep things strictly professional. This narrows down your postings to information that is of specific interest to your real estate clients. You can even monitor what personal items you want people to see (if any).
  2. It shows people you are current, social and appreciate the value of being social online. A great tip is to learn how to use hashtags on Facebook to widen your marketing reach.
  3. Drive more traffic to your website! Your Facebook account will drive traffic to your website.
  4. It’s a FREE way to promote your business. Get creative!
  5. It promotes your personal brand. Upload your professional photo as the cover photo and place your logo in the banner area. If you don’t have a logo, you can use the space to showcase a gorgeous landscape from your real estate area. Be sure to link to your real estate website or your agent profile so they can learn more.
  6. It shows you as an expert in the real estate field. All you have to do is post about topics or questions people often ask you and link to your own site or other sites that might resolve those questions.
  7. It is a great marketing tool. Use your business page to promote your experience, your listings, sold listings, your awards and accolades, etc.
  8. It promotes your website. Invite your Facebook fans to visit your real estate website or blog to look at the hottest listings, read relevant articles, visit the buyers and seller sections, neighborhood profiles, check out local information, and more. Find creative ways to drive Facebook visitors towards your site so they start using it.
  9. It is a great place to directly interact with clients and target a specific audience.
  10. It is a good place to “poll your audience” or ask for opinions to generate discussion. You can even add a discussion tab to your page to answer any questions visitors might have.
  11. Use your Facebook page to run a contest. “Like Us” and be entered to win a dinner on us or gift card to a local shop or service company. Use this avenue to generate buzz around your Facebook page and direct traffic to your site.

HOW REAL ESTATE AGENTS CAN MASTER THE 3 MOST POPULAR SOCIAL MEDIA SITES

*from Delta Media Group

How Real Estate Agents Can Master the 3 Most Popular Social Media Sites

Becoming a master of real estate social media is no small task, but it’s more than worth the effort. The most popular social media sites—like Facebook, Twitter and Instagram—are an excellent place to connect with Millennial clients, and members of every generation. Today, we’re going to take a closer look at how you can master the three most popular social media sites for real estate agents.

Simple, Smart, Social Know-How

1. Facebook
If you’re looking for the best social site to connect with real estate clients from everygeneration, then Facebook is the place to be. Start by building your business page, adding attractive photos, and sharing the content that you create for your real estate blog. Understanding paid Facebook advertising is another key to mastering the most popular social media site.

  • Success with Facebook advertising starts with understanding your goals. Facebook allows you to create ads to boost awareness of your brand, increase engagement, and convert curious potential clients into qualified leads.
  • Next, you’ll pick an audience, and Facebook allows you to get very specific about who you want to see your ad. You even have the option to target your ad at people who are “likely to move” based on Facebook’s algorithms.
  • In addition to advertising, make sure that you’re taking the time to engage on Facebook, both by reaching out yourself and responding when people post to your page.

2. Instagram
For real estate agents, Instagram ranks close to Facebook as one of the best places to market your business online, and the fact that it’s a very visual medium makes it a great fit for real estate marketing. Success with Instagram requires consistent effort, and quality content.

  • Learn the ropes of shooting and editing photos, so that you can produce your own high-quality Instagram content. Instagram offers a ton of tools for editing your photos in within the app.
  • In addition to posting photos of your most attractive listings, you’ll want to give your Instagram connections an inside look at how you do business. Posting pictures / video of your team, your town, and your passions is a great way to build connections.
  • Don’t forget video content. Videos are a great way to share home improvement ideas, how-to real estate tips, local events, and information about your team.

3. Twitter
Twitter is a fast-paced social network where content and conversation is king, so it’s important to find the conversations that matter most to your real estate business. Since Twitter posts have a 280 character limit, it’s also important to practice saying everything you can in as few words as possible.

  • Keep it short and sweet when making Twitter posts. Your audience has a ton of information to take in, and the best way to catch their attention is often with one well-crafted tweet.
  • Create appealing real estate content, and link to it through your Twitter page. Twitter is a great place to generate engagement, so be sure to get involved with the conversation that your content creates.
  • Hashtags make it much easier to find the content you’re looking for on Twitter, and to help your audience find you. Learn the basics of real estate hashtags, and use them wisely to help connect your audience with your content.

 

7 Reasons to Use a Facebook Business Page

facebook-3324207_1920

Small business owners who use social networking sites effectively are able to promote their businesses in powerful ways, and one of the best ways is with a Facebook business page.

While Facebook began as a way for college students and other young adults to connect online, it has become a staple for businesses and community organizations. Here are six reasons to create a Facebook page for your small business today.

  1. Learn about your target audience 

A business page on Facebook gives you a way to communicate directly with your target audience. Think of it as an ongoing focus group. Your fans are there because they are aware of your company and want to learn more. While they certainly are expecting to receive useful information from your Facebook page, you also can be collecting useful information from them through their participation.

Facebook Insights also provide useful information about your fans and their interactions on your page. As a microcosm of your target market, your Facebook fans can tell you a lot about what they want through their interaction, comments, and feedback.

2. “Humanize” your company

Social connections and genuine communication are integral parts of social media, and Facebook gives you an opportunity to attach a face, name, and personality to your brand. While your Facebook page may represent your company, it also allows you to show the human side of your business through one-on-one conversations, personal tidbits, and nonbusiness interaction.Even if you automate parts of your social media activity, you can fit in a moderate amount of live, on-the-spot communication to create richer, more “human” relationships.

 

3. Build a community
Facebook pages are excellent places to gather your customers, prospects, and fans to provide reviews, share opinions, voice concerns and offer feedback. You can build a community on your Facebook page in a number of ways, including:

  • Posting useful, relevant and interesting links
  • Asking fans to contribute with comments
  • Organizing contests and promotions
  • Providing a place to leave reviews and other feedback
  • Offering incentives for activity on the page

 

If the Facebook page you create for your business successfully brings people together, you can develop a loyal following that will continue to grow.

4. Facebook is good for search engine optimization (SEO)

Facebook can be an effective way to direct traffic to your business website and blog. Your posts, links, and other actions that are contained on your public Facebook page also can give you an SEO boost if they are indexed by search engines.With the speed of social media and new weight being added to information shared through social channels, having a Facebook page filled with rich content relevant to your business can help you boost your search engine rankings.

 

5. Your competition already has one

Doing something simply because your competition is doing it isn’t a good enough reason, but when it comes to social media, not having a Facebook page or a presence on other social networks can cost you opportunities—especially if your competition is using social media and using it well

6. Put your business in front of your clients and customers everyday

Most people on Facebook visit the site every day, so regular status updates, shared links and videos, and other information gives you a chance to connect with your customers daily.

With more than 2.2 billion active Facebook users, as of 2017, an increasing number of consumers are using the site to find products, services, and brands to solve their everyday problems. Facebook and other social networks make it easy for potential customers to find you. And when they do, they often are more likely to remember your brand and share it with their own connections.

Ultimately, a branded Facebook page for your business can be a powerful way to expand your reach and increase awareness of your business online.

It gives you visibility, exposure, and marketing. It is essentially a free advertising platform. It provides an easy venue for communicating. It helps you stay in touch with many clients at once. Clients expect it. It allows you to build relationships and promote listings. The list goes on and on!

facebook-3368457_1920

75 Super-Useful Facebook Statistics for 2018

*from Gordon Donnelly via Wordstream.com/blog

With 1.32 billion daily active users, Facebook is the most widely used social platform by quite a bit. Whatever your business goal—brand exposure, website traffic, lead generation—Facebook should, and likely will, make up a sizable part of your marketing strategy in the coming year.

facebook stats

That’s why we decided to put together a list of 75 fascinating and actionable Facebook statistics to keep in mind when you’re revamping your social strategy for 2018. Need help deciding which gender to target? Want to know how much your competitors are spending on Facebook ads? Like a few puppy gifs to keep the mood light? You’re in the right place!

Facebook Usage Statistics

1. As of June 30, 2017, Facebook enjoys 2.01 billion monthly active users.

2. 79% of Americans use Facebook—the platform with the second closest usage percentage is Instagram, at 32%.

Facebook stats pew

 

Image via Pew Research Center

3. More than half (53%) of U.S. residents use Facebook “several times a day.”

Image via Statista

4. 50 million businesses use Facebook Pages.

5. 22% of the world’s total population uses Facebook.

6. About 83 million Facebook accounts are bogus, and function either as duplicates, accounts made for things other than people, or accounts made to distribute spam.

7. 400 new users sign up for Facebook every minute.

8. Facebook Messenger has over 1.2 billion monthly active users.

 

9. Users access Facebook an average of eight times per day.

10. Each day, 35 million people update their statuses on Facebook.

Facebook Connectivity Statistics

11. The average Facebook user is separated from another given user by just 3.57 degrees of separation.

12. The average Facebook user has 155 friends, but would trust only four of them in a crisis. Yikes.

13. Facebook users consider, on average, just 28% of their Facebook friends to be genuine or close friends.

14. 83% of parents with a teen between the ages of 13 and 17 are friends with their child on Facebook.

15. 39% of users say they are connected to people they have never met in person.

16. 42% of Facebook customer service responses happen during the first 60 minutes.

17. 36% of users say they are Facebook friends with their neighbors.

18. 58% say they are connected to work colleagues.

19. Facebook is available in 101 languages, and over 300,000 users helped with translation.

20. More than 100 million Facebook users belong to meaningful communities—groups aimed at helping users such as new parents or victims of rare diseases.

21. Facebook has helped 50% more users join meaningful communities in the past six months.

22. 8.5 million people were marked as safe through Safety Check after the April 2015 earthquake in Nepal.

23. 770 thousand people used Facebook to donate over $17 million in one week following the April 2015 earthquake in Nepal. Facebook itself donated $2 million.

24. 80 million people use Facebook’s stripped down app Facebook Lite for the developing world’s slow connections.

25. In the wake of Hurricane Maria, Facebook donated $1.5 million to NetHope and the World Food Programme, committed ad space to disseminate safety information to people in the region, and deployed a connectivity team to help deliver emergency telecommunications assistance to Puerto Rico.

Promised Dog Gif Break

 

Facebook Marketing Statistics

26. Thursdays and Fridays between 1 p.m. and 3 p.m. are considered by many to be the best times to post on Facebook.

27. Facebook Pages posts average 2.6% organic reach.

28. Facebook Pages with smaller followings generally have higher reach and engagement rates.

29. Facebook is the “most important” social platform for marketers.

Image via Social Examiner

30. Brands post an average of 8 times per day on Facebook.

31. 57% of consumers say social media influences their shopping, led by Facebook at 44%.

32. User-generated content has been shown to generate 6.9 times the engagementof brand-generated content.

Facebook Advertising Statistics

33. The average click-through rate (CTR) in Facebook ads across all industries is .90%.

34. The industry with the highest click-through rate on Facebook is the legal industry, at 1.61%. The industry with the lowest click-through rate is the employment and job training industry, at 0.47%.

35. The average cost per click (CPC) in Facebook ads across all industries is $1.72.

facebook posted massive increases in cost per click despite losses in impressions

36. The industry with the highest cost per click on Facebook is the finance and insurance industry, at $3.77. The industry with the lowest cost per click is the apparel industry, at $0.45.

37. 93% of social media advertisers use Facebook Ads. The next closest platform is Instagram, at 24%.

38. 20% of Facebook’s mobile ad revenue comes from Instagram.

39. The most effective length for an ad title on Facebook is four words—15 words for a link description.

40. Images account for 75-90% of Facebook Ad performance.

41. Facebook reported advertising revenue of $9.16 billion in the second quarter of 2017, a 47% year-over-year increase.

42. 26% of Facebook users who clicked on ads reported making a purchase.

Facebook Demographic Statistics

43. 83% of women and 75% of men use Facebook.

44. 83% of Facebook users worldwide are under the age of 45.

45. 44% of Facebook users 18 and older identify as women. 56% identify as men.

46. 39% of Facebook users report being married, while another 39% report being single.

47. As of January 2017, men ages 18-24 make up the highest percentage of Facebook users by both age and gender, at 18%.

 

48. 62% of Facebook users have some form of university education, while 30% report high school as being the highest level of education reached.

49. Almost 85% of Facebook’s daily active users are outside of the U.S and Canada.

50. Behind the U.S., India, Brazil, and Indonesia have the largest audiences on Facebook.

 

51. New parents use Facebook mobile 1.3 times more often than users without children.

52. Facebook is the preferred social platform of supermarket shoppers—89% use it.

Facebook Video Statistics

53. Facebook gets over 8 billion average daily video views.

54. 85% of Facebook users watch videos with the sound off.

55. People are 1.5 times more likely to watch video daily on a smartphone than on desktop.

56. 47% of the value of Facebook video ads happens in the first three seconds.

Image via Facebook Business

57. Millennials are 1.35 times more likely than older generations to say they find it easier to focus when watching videos on mobile.

58. One in five Facebook videos is now a live broadcast.

59. By 2020, over 75% of the world’s mobile data traffic will be video.

60. Videos earn the highest engagement rate, despite making up only 3% of content.

61. 85% of Facebook videos are watched with the sound off.

Facebook Mobile Statistics

62. In Facebook News Feed, people consume a given piece of content faster on mobile than on desktop.

Image via Facebook IQ

63. People can recall a piece of consumed mobile content for just 0.25 seconds.

64. As of the second quarter of this year, mobile made up around 87% of Facebook’s overall ad revenue—up from 84% in the second quarter of 2016.

65. 19% of time spent on mobile devices occurs on Facebook.

66. 47% of Facebook users exclusively access the platform through mobile.

67. Facebook claimed 19% of the $70 billion spent on mobile advertising worldwide in 2015.

Facebook Fun Facts

68. Facebook ended the second quarter of 2017 with more than 20,000 employees, up 43% year-over-year.

69. Shakira has the most Facebook fans of any musician on Facebook.

 

70. Over 2.5 trillion posts have been created on Facebook.

71. Facebook Reactions have been used more than 300 billion times since they launched in February 2016.

72. Given that each video gets approximately 3 seconds per view, Facebook generates over 3,000 years of video watch time each day.

73. 42% of Facebook fans “like” a page with designs of getting a coupon or discount.

74. Mark Zuckerberg’s salary is only $1 million per year.

75. Facebook users generate 4 million likes every minute.

Need help with your Facebook page? Want a Facebook page but don’t have the time to create and maintain one? Call us at the PAAR Marketing Center, and let us help you out today!

How To Maintain Your Real Estate Brand Across Multiple Platforms

*From Delta Media Group

Building a memorable, trustworthy brand for your real estate business is as important as ever, and online marketing provides the opportunity to demonstrate the value of your brand to a large, diverse audience. One of online marketing challenges is that you need to maintain brand consistency across multiple platforms so that potential clients get the same experience no matter where they encounter your brand. Let’s take a closer look at these five tips to maintain brand consistency across all of your real estate marketing platforms.

  1. Develop a Brand Strategy
    You can call it a style guide, brand guidelines, or whatever you’d like, but it’s crucial to have an overall strategy for how you wish to develop your real estate brand. Your guidelines should serve as an easy-to-access primer for anyone who will be representing your brand and will help guide your marketing efforts. Your brand guidelines can lay out expectations in meticulous detail or include more of a general, big-picture overlook.
  2. Be Consistent with Your Style
    Maintaining your brand across multiple channels requires a consistent style, so that your audience will always know when they’re interacting with your brand. The good news is that there’s plenty of room to find a style that works for your business, by considering how you write, the fonts and colors you use, the type of content you produce, and the markings you use to represent your brand. On social media, the links you share and hashtags you promote also factor into your style.
  3. Engage and Post Consistently
    If you’re noticing a theme of consistency, then you’re already on the right track. In addition to being consistent with your style, it’s also a good idea to be consistent with your schedule on multiple platforms. Make time each day—or however often you’re able—to update your social pages and engage your audience. Since you’ll likely have multiple people involved with that engagement on your side, this is one area where your brand strategy can really be used to help maintain consistency.
  4. Watch and Learn
    Between analytics and good, old-fashioned direct feedback from your audience, you have the data you need to perfect your branding over time. Maintaining your brand across multiple platforms is so much easier when you’re willing to look at the data to see what works, what could be working better, and how to improve in the future. You can also learn a ton by watching how marketing-savvy agents navigate the process of building their brand online, so don’t be afraid to do some research to get ideas.
  5. Different Platforms for Different Purposes
    While maintaining your strategy, style, and engagement level are crucial steps, you also have the freedom to adapt to the strengths of each platform. Twitter is a great place to touch on local topics, while Facebook is excellent for building your referral network through personalized interactions. You still want to maintain consistency with how you present your brand in the big picture, but there’s room to tailor the tactics you use based on the specific audience and platform you’re targeting.

How Do I Generate Free Website Traffic?

*from JUNTAE DELANE, digitalbrandinginstitute.com

For a new brand on a small budget, generating free website traffic is key. Even for larger brands that have larger budgets, getting free website traffic can be a great addition to their marketing strategy. With a few simple changes, you can start bringing in free website traffic to your website and grow your brand organically.

Let’s face it, everyone loves free website traffic (unless it crashes the server). We all want our brands to be so polished and optimized that traffic just pores in. But many brands will not describe their site as completely optimized to the point that it generates free website traffic.

So, how can you get started? I’ll start with the first step…

Choose the Right Channel

Different social media channels will reap different benefits. You’ll need to consider the demographic factors of your target audience like age, gender, and income before making a decision about which channel to use.

Asking questions like what they would like, what would be useful for them, and what channel is already widely used will also give you a good idea of what direction to begin.

Backlinks

Backlinks will bring in a lot of new traffic seemingly organically. However, there is still some work that has to go into it. You need to build Facebook and Twitter accounts that are synced with your blog.

Links to your posts are automatically created on your social media profile. Naturally, this will make it easy for others to backlink you.

You will need to be mindful of what you post though. If you post images, infographics, or videos you’ll be much more likely to be attractive enough for others to link back to your website.

Engage Followers

Creating great content that engages with your readers is very important. You’ll want to find out what interests your readers. Ask them to tell you their most pressing issues. Then you can give them useful information that they actually want and need.

Your content will then be irresistible to your target audience. Additionally, this will lead to more shares and increased traffic to your website.

Engaging your followers can be as simple as creating a video that addresses one of their main concerns and links back to additional articles about the issue.

Your video will pull them in and engage them, but your content will keep them around.

Connect With Your Audience

Using surveys, questionnaires, and contests can help you to connect with your audience. If you show them that you already want to listen to them right from the beginning, they will be more interested in connecting with you.

If you happen to choose to do a giveaway, you’ll want to make sure that you include a call to action. This call to action will make sure that your audience doesn’t just enter your giveaway and leave.

Give them a reason to get involved with your brand.

Be Expressive

Being expressive makes you feel real and can increase your traffic. This is especially true if you include a sharing button.

Make sure that this button is prominent, and you can ask your readers to share your articles if they like your content.

You can say things like ‘don’t forget to share this post and let your friends know what you’re reading’ or ‘find more articles like this at (your website)’.

Know When to Post

You’ll want to post your content when the usage rate is high. Trial and error can sometimes be the best way to figure out the right time for posting, however, there are many brands that are willing to share what they’ve found in their own experiments with you so that you can avoid some of their mistakes.

You’ll also want to follow a posting schedule. This will also make it clearer what will work for your business and what doesn’t.

Refrain From Spamming

It’s important to be mindful of the frequencies of your posts. No one likes to be spammed, so you should also refrain from doing it.

You’ll want to share content that is fresh and shareable. There is a certain number of times you can post on various social media platforms in a day.

Making sure that you follow this unspoken rule will make sure that your brand remains likable and interesting to your target audience.

Make Changes

You should never just post the same thing on all the social media platforms. You’ll want to make changes to that your target audience doesn’t just keep seeing the same posts from you in all the media that they use.

This may mean becoming more innovative. However, you will benefit in the long run because your target audience will not feel oversaturated and bored by your content.

Join Groups

If there are already groups on social media that are related to your brand then you should join them. If you find that there aren’t, then you should create groups with people who have similar likes and interests to your brand.

This will increase your website traffic because it will create a feeling of community spirit.

For the best success here, you should join groups that are not as popular. This will help you to gain a competitive advantage.

Think big fish in a small pond.

It will also increase the odds of being on top when the group grows.

Strike a Nerve

The best way to get people talking about your brand is to create a topic that will resonate and connect with your audience.

You’ll want to communicate with your target audience on a verbal, visual, and metaphoric level. Push out content that will really hit your target audience.

Write content that won’t be easily forgotten by your readers.

Striking a nerve is what will make people want to share your content without being asked to, so the cost of this type of traffic is simply the time you put into your content.

Create Action with Your Story

If your story is good enough, you may not need a call to action.

Your story will create the need for action within your readers without you having to tell them to move. Creating a story that catches their attention and provides relevant messages to your target customers can be a great way to do this.

JetBlue does a great job of this idea. They take the complaints that they’ve heard about their competitors and use it to create content that will drive their target audience to action, and towards their brand.

Find an Influencer

Influencers can be a great way to drive traffic to your website. They might not always be considered free website traffic, but if you have the right brand or ideology, they might actually work for you for free.

You’ll want to find an influencer that matches the thoughts behind your brand. Usually, you would choose someone small for your first influencer, but that doesn’t have to be the case.

Influencers can reach a larger audience right away. Plus their followers have already developed a trust with them that you can use for your own brand.

It also usually helps your interactions with them if you offer to give them some free advertising on your website as well.

Offer to feature them, and they might just feature you as well.

Be Worth Their Time

Don’t try to succeed on poorly thought out content. Your brand needs to be memorable and bold. You want to be worth your target audience’s time and attention so that they want to be a part of your brand all on their own.

You can use subtle marketing techniques, but you want to turn your marketing into simple memorable content. Your content should inform, enlighten, and entertain your target audience all at the same time. Without these features, no matter how much you push your content, your target audience won’t have an interest in it.

Final Thoughts

It will take a little extra time and thought on your part, but it is possible to generate free website traffic. If your content is done well, this job becomes a lot easier too.

Make sure that you have content people will want to be interested in, and work on developing relationships with influencers and your target audience to make them interested in sharing and backlinking you to their own sites. It all starts with your material.

If the foundation is good, you’ll be able to find an audience.