View
11
Download
3
Category
Preview:
Citation preview
Digital Marketing Guide for Property Developers& Estate Agents.
Digital Marketing Guide for Property Developers& Estate Agents.
A comprehensive guide, unlocking the power of digital marketing to attract buyers and sell more homes.
www.urban3d.net
SharethiseBook
1. 2. 3. 4. 5. 6. 7. 8. 9.
CONTENTS
PART 1: INTRODUCTION
PART 2: OPPORTUNITY, CHALLENGE & REWARD
PART 3: DEVELOPING YOUR DIGITAL MARKETING STRATEGY
PART 4: SAMPLE CAMPAIGN CHECKLIST:
PART 5: CONCLUSION
www.urban3d.net
SharethiseBook
PART 1: INTRODUCTION
www.urban3d.net
SharethiseBook
Introduction
The Changing Buyer Relationship
What is digital marketing?
Combining Digital with Other Communications
www.urban3d.net
SharethiseBook
The Owned, Earned & Paid Marketing Model
OWNED MEDIA
EARNED MEDIA
PAID MEDIA
www.urban3d.net
SharethiseBook
Home builder related searches on tablets grew 362% year-over-year.
HUGE
Developers
Agents
Property marketing agencies
www.urban3d.net
SharethiseBook
Agents
Agents
Advertisements
Advertisements
Digital
Digital
Animation Brochures Displays IllustrationCGI
SALES
www.urban3d.net
SharethiseBook
‘Buyer direct’ is already happening
The implications
The relationship between the key players in the buying and selling of property is changing - and will continue to change rapidly in the coming years.
www.urban3d.net
SharethiseBook
PART 2: OPPORTUNITY, CHALLENGE & REWARD
www.urban3d.net
SharethiseBook
The Decline of Traditional Advertising
It’s now clear that digital channels play an increasingly important role in influencing homebuyer decisions, but should be used in tandem with traditional property marketing and advertising tactics such as brochures and signage.
www.urban3d.net
SharethiseBook
TV, outdoor, print channels
minimal role
decision-making
NAR/Google ‘Digital House Hunt’ Survey
www.urban3d.net
SharethiseBook
The Digital Opportunity for Property Developers
Building a sustainable competitive advantage
www.urban3d.net
SharethiseBook
competitive advantage?
interest quicker
direct marketing channelsreduce costs?
01
02
03
www.urban3d.net
SharethiseBook
Urban 3D - Kitchen CGI
The critical challenge
getting the right partners manage and deliver
www.urban3d.net
SharethiseBook
The NEW Home Buyers Journey
www.urban3d.net
SharethiseBook
5 stages of the homebuyer journey:
SEARC|
Stage 1:
Stage 2:
Stage 3:
Stage 4:
Stage 5:
www.urban3d.net
SharethiseBook
PART 3: DEVELOPING YOUR DIGITAL MARKETING STRATEGY
www.urban3d.net
SharethiseBook
01 Website Strategy
There are two main categories of conversion you need to track:
89%
Micro
Macro
www.urban3d.net
SharethiseBook
www.urban3d.net
SharethiseBook
The critical components of a successful website are:
www.urban3d.net
SharethiseBook
Planning website framework
Internal efficiency and cost
External user behaviour and target market
Business model and the nature of
your portfolio
www.urban3d.net
SharethiseBook
Multiple independent sites
Modular ‘one-site’ approach
Keeping in mind what we know about the buyer journey, namely that it relies heavily on search engines, and in most cases will have a ‘local’ term (e.g. “new homes Edinburgh”), it may be easier to build a portfolio of sites dedicated to specific regions to match search queries if your portfolio of developments spans countries and disparate regions.
within
www.urban3d.net
SharethiseBook
A one-site framework, with distinct microsites would look like this:
mainsite.com
mainsite.com/Microsite2mainsite.com/Microsite1 mainsite.com/Microsite3
www.urban3d.net
SharethiseBook
Key takeaways:
Next Action
www.urban3d.net
SharethiseBook
Website Essentials checklist:
Urban 3D - Exterior CGI
www.urban3d.net
SharethiseBook
02 Content Strategy
Buyers in the very early stages are not ready to talk to agents or developers just yet. They are only contemplating the idea of buying, and as such need broader information to orient themselves.
90% of homebuyers start their search online.
What information do buyers look for at the online research stage?
www.urban3d.net
SharethiseBook
Content drives leads
Content is the key to reaching buyers at each stage of their journey, capturing leads and keeping them coming back.
What information do buyers look for when doing active research?
www.urban3d.net
SharethiseBook
evergreen campaignspecific
New home buyers place emphasis on virtual tours and videos showcasing properties and communities.
Main Site Microsite
www.urban3d.net
SharethiseBook
The most important task with any inbound or content marketing activity is to define your customer. Are they first-time buyers, young professionals, families, or retirees?
Key takeaways:
www.urban3d.net
SharethiseBook
03 Property Brochures and CGI
The cornerstone of any good property marketing strategy
Urban 3D - Brochure
www.urban3d.net
SharethiseBook
If you are hoping to sell off-plan then CGI is a necessity. CGI should be viewed as an exact replica of what you intend to build, not an artists interpretation of it. It should look like a photograph of the finished property so there is a lot of forward planning and foresight needed to ensure this happens. Interior designers, architects, agents etc all need to be involved to insure your CGI partner depicts the finished product accurately.
Urban 3D - Exterior CGI
www.urban3d.net
SharethiseBook
Check list for brochure content
www.urban3d.net
SharethiseBook
04 Images and Video
Rich and engaging visual content is without doubt, one of the most critical tools in the property marketer’s arsenal.
Urban 3D - Bathroom CGI
www.urban3d.net
SharethiseBook
A great carpenter isn’t going to use lousy wood for the back of a cabinet, even though nobody’s going to see it.
Make every stage of the journey visual
Using 3D visualisation, property developers and real estate marketer’s can create accurate imagery for their marketing campaigns from the outset, building assets that speak to buyers at each stage of the buying process.
www.urban3d.net
SharethiseBook
Animation/Video
With so many home buyers flocking to YouTube and other online video destinations during their property-hunt, you cannot afford to neglect video as part of your marketing strategy.
YouTube is the number 1 destination for homebuyers using video to carry out research when considering or actively searching for a home.
www.urban3d.net
SharethiseBook
Production
Millennials are 2x more likely to be focused while watching video on their smartphones vs. on TV.
www.urban3d.net
SharethiseBook
05 Landing Pages & Lead Generation
Your website’s function is to capture leads. When you use content, landing pages, call-to-action buttons and email marketing together, you create what is known as an ‘inbound marketing framework’.
www.urban3d.net
SharethiseBook
In short, a landing page is simply a specially created page designed to deliver a lead.
Urban 3D - Exterior CGI
www.urban3d.net
SharethiseBook
The assets of an Inbound Marketing campaign
Basic:
Advanced:
Urban 3D - Kitchen CGI
www.urban3d.net
SharethiseBook
Lead qualification & nurturing
New leads are rarely ready to buy. Instead, they must complete certain actions (meet certain criteria that you set), to be qualified.
Urban 3D - Exterior CGI
www.urban3d.net
SharethiseBook
You can have as many landing pages as you need. In fact, recent research suggests that the more landing pages you have the more leads you can capture. Landing pages should be simple, uncluttered and have one goal. Keep them navigation-free where possible, and ensure they work on mobile.
Urban 3D - Living Room CGI
www.urban3d.net
SharethiseBook
06 Online Advertising
Key online advertising channels
Google Adwords
Google Display / Remarketing
Google YouTube
Facebook, Twitter, LinkedIn
Native ads
www.urban3d.net
SharethiseBook
PPC (usually Google Adwords)
The primary online advertising channel to consider as part of you campaign is ‘pay-per-click’, or PPC as it is known. The value of using PPC in tandem with your traditional & inbound tactics is clear:
www.urban3d.net
SharethiseBook
Remarketing
Remarketing is a highly effective advertising solution that involves showing users ads after they have visited and then left your website. Have you ever visited a website, then noticed a day later that you are seeing ads from that same site on other websites?
Urban 3D - Kitchen CGI
Make sure you have a ‘goal’ in mind for your PPC
www.urban3d.net
SharethiseBook
Social media advertising channels to consider:
A word of warning
Urban 3D - Advert
www.urban3d.net
SharethiseBook
07 SEO (Search engine optimisation)
Just as we have paid search ads for quick, high impact visibility in search, it is not a long-term strategy for search visibility. Organic search engine visibility is achieved using ‘SEO’.
Search engine optimisation (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results.
www.urban3d.net
SharethiseBook
08 Social Media
Social media is a complex world, and can be extremely time consuming to master and reap the rewards from. However, it can be effective over time to support your campaigns and lead-generation strategy. Facebook, Twitter, LinkedIn and other social media channels are where buyers converse and share tips and experiences.
Tactics to grow your reach on Twitter & Facebook:
www.urban3d.net
SharethiseBook
09 Referrals & 3rd Party Sites
A key consideration in the planning of your next campaign should be how to best utilise 3rd party sites to drive traffic to your website where you can capture leads. Below we present some suggested tactics:
Key driver Tactics Rationale
www.urban3d.net
SharethiseBook
PART 4: SAMPLE CAMPAIGN CHECKLIST
www.urban3d.net
SharethiseBook
Sample Campaign Checklist: “First Time Buyer New Homes”
Website/Mobile
Content, video & imagery
www.urban3d.net
SharethiseBook
Customer segmentation & email
Online advertising / Pay-per-Click (Google Adwords)
Search engine optimisation
Social Media
Landing pages & data capture
www.urban3d.net
SharethiseBook
PART 5: CONCLUSION
www.urban3d.net
SharethiseBook
Conclusion
Finally
www.urban3d.net
Urban 3D - Exterior CGI
SharethiseBook
Ready to talk about marketing your next property development project?
18 Soho Square London W1D 3QL Tel: +44 (0) 203 755 5156
10-12 Artillery Street City of Derry, N.Ireland, BT48 6RG Tel: +44 (0)2871 279 700
Email: info@urban3d.netWeb: www.urban3d.net
Recommended