By Mike Ran, Online Marketing Specialist
Trends and buzzwords come and go, but establishing an effective online strategy means focusing on what works. For the digital presence of real estate brands, evolution is important but the foundation should always be constructed on proven systems.
Targeting and Analytics
One facet of successful online marketing is breadth to extend across a variety of platforms such as social media, search engines, and email. Nonetheless, a powerful marketing campaign should also be targeted so the most relevant audiences can be reached. For example, it is wise to focus more advertising on people within a certain income bracket, geographical area, and whose social media behaviors demonstrate the likeliness to move.
Furthermore, most online marketing platforms come with powerful analytical tools. Metrics, such as clicks and leads, can be used to reiterate campaigns and attain optimal results. This is a proven way to quantify performance so marketers can invest more in the strategies that work.
Technology and Multimedia
Maintaining a high volume of website visitors is beneficial, but what they see and experience during a visit is equally important. Professional photography and videography are essential for capturing beautifully staged homes. High-end multimedia can have a profound emotional impact on potential buyers and so can the feel of a cutting-edge website. Custom-built webpages are a great way of showcasing the uniqueness of properties along with their photos, videos, and interactive 3D tours. Effective websites should be designed to be mobile responsive so they are easy to use on any device. Additionally, bringing web development in house is a great way to efficiently implement the latest functionality, interface design, and security standards. Staying current with these key aspects results in a better user experience as well as higher organic search engine rankings for any website.
In addition to multimedia-rich pages for homes, websites that contain a plethora of exclusive content leads to more cross-traffic from clients. For example, the news and events section of deleonrealty.com is full of insightful articles tailored to Silicon Valley real estate. This includes a summary of the new tax legislation’s impact on California real estate and a prediction for the appreciation of local markets. These articles resonate with relevant audiences both organically as well as through social media channels. Furthermore, a feature-rich MLS system with advanced search and live market report data can be easily integrated into any website. Another potential resource are the neighborhood guides with local information, charts on appreciation, and community videos. These features create more exposure of property listings to potential buyers who are already browsing the site.
Delivering quality content to your target audience is a tried and tested method for optimizing your marketing resources. The internet features an array of tools for real estate, making it easier than ever to reach and engage with customers. As a result, it is important to develop a marketing strategy based on a proven groundwork, while allowing enough room for integrating effective innovations.