54
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.

Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

  • Upload
    others

  • View
    11

  • Download
    3

Embed Size (px)

Citation preview

Page 1: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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.

Page 2: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 4: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

www.urban3d.net

SharethiseBook

Introduction

The Changing Buyer Relationship

What is digital marketing?

Combining Digital with Other Communications

Page 6: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

www.urban3d.net

SharethiseBook

Home builder related searches on tablets grew 362% year-over-year.

HUGE

Developers

Agents

Property marketing agencies

Page 7: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

www.urban3d.net

SharethiseBook

Agents

Agents

Advertisements

Advertisements

Digital

Digital

Animation Brochures Displays IllustrationCGI

SALES

Page 8: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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.

Page 10: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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.

Page 21: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 22: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 23: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 26: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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?

Page 27: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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?

Page 28: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

www.urban3d.net

SharethiseBook

evergreen campaignspecific

New home buyers place emphasis on virtual tours and videos showcasing properties and communities.

Main Site Microsite

Page 29: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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:

Page 31: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 33: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 34: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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.

Page 35: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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.

Page 37: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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’.

Page 38: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

www.urban3d.net

SharethiseBook

In short, a landing page is simply a specially created page designed to deliver a lead.

Urban 3D - Exterior CGI

Page 40: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 41: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 42: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

www.urban3d.net

SharethiseBook

06 Online Advertising

Key online advertising channels

Google Adwords

Google Display / Remarketing

Google YouTube

Facebook, Twitter, LinkedIn

Native ads

Page 43: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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:

Page 44: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 46: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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.

Page 47: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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:

Page 48: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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

Page 51: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

www.urban3d.net

SharethiseBook

Customer segmentation & email

Online advertising / Pay-per-Click (Google Adwords)

Search engine optimisation

Social Media

Landing pages & data capture

Page 54: Digital Marketing - Propertybrochure.com · Digital Marketing Guide for Property Developers & Estate Agents. Digital Marketing Guide for Property Developers & Estate Agents. A comprehensive

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: [email protected]: www.urban3d.net