The real estate market finished surprisingly strong in 2020, and the 2021 housing market will hopefully continue to recover.
One of the biggest drivers of this recovery is historically low mortgage rates, which are boosting house-buying power and creating a healthy purchase demand. The rise of remote work and flexible schedules should also keep the real estate market booming.
When developing real estate lead-generation campaigns, keep these three tips in mind:
Define your audience.
Most of the time you will identity multiple targets and sub-targets because audience segmentation will greatly impact all your marketing efforts. It is key to understand your potential buyers’ demographics and psychographics:
- How old are they?
- Are they starting a family or are they empty nesters?
- What is their household income? What is their net worth?
- What is their job title?
- Where are they living today?
- What do they care about? What worries them?
- What brands do they like?
- Where do they like to travel?
- What car do they drive?
Having a full understanding of where your audience is in their life and their preferences will allow you to segment your marketing communications and be more effective and efficient when your message is served to them.
One audience that must be considered when marketing your real estate project is brokers. According to NAR (2020), all generations of buyers continue to utilize a real estate agent or broker as their top resource to help them buy and sell their home.
Tell a powerful story.
Homebuyers, especially millennials, do not want to be “sold.” Rather, they want to understand the experience and lifestyle they will be getting when they purchase their home. The homebuyer of today is very tech-savvy and consumes a large amount of information before venturing out and attending sales events and open houses.
It is key to strategically define your main selling points and craft a powerful story around your offer: amenities, location, quality, design, lifestyle, convenience, value, concierge services, etc. Telling a powerful story about your community or development will set you apart from the competition.
Serve the right message at the right time.
It is important to develop a strong integrated media strategy and serve your brand message to the desired potential buyer at the right time. Ideabar uses a mix of first- and third-party data to target users demographically as they browse the web.
Because smartphones carry so much knowledge about their users, implementing a mobile location-based strategy around events, competitor sales centers and strategic places where your audience frequents is also a must in this category.
Ideabar’s real estate team can help you tell a powerful brand story.
For more information on Ideabar’s Interactive services, please contact Dana Wardeh at
(561) 820-4280 or Dana.Wardeh@coxinc.com.