Top 3 digital marketing channels to use when advertise residential properties
Hey everyone and welcome to the second edition of the Digital Property Marketer. A bi-weekly newsletter that helps property marketers, take their digital marketing to the next level.
In this edition, we are going to look at the top 3 digital marketing channels that you can use to advertise your residential properties.
When it comes to digital marketing, there are hundreds of different channels that you can choose from to advertise your properties, but during my career as a property marketer, there are 3 channels which have stood out against the rest.
The reasons why I have chosen these channels are:
So, without rambling on any further, here are the 3 channels that you should put at the forefront of your digital marketing strategy:
1.????Property Search Engines
These are property listing websites such as Zoopla, Rightmove and On The Market.
While they do charge you a fixed fee to advertise on their platforms, they are great places to advertise your properties.
Users of these websites/apps are actively looking for a property to purchase, they can enquire with a few clicks of a button and most importantly, the leads can be delivered directly to your sales’ teams inbox.
The only downside is that your listing will face a lot of competition on the platforms, but you do have the option to help your property stand out by paying for premium listings, which allow your property to be shown more to users.
When advertising on these platforms, quality certainly matters! ?The key to grabbing user’s attention and drive more clicks to your properties is by - including high-quality images, virtual tours and videos.
2.????Google Ads
Google Ads remains one of the best ways to advertise your properties, because of its ability to reach potential customers, in the moments when they are searching for a new home.
Unlike other online marketing channels that aim to distract and redirect users, Google Ads helps users move along the home buying journey by displaying relevant ads that helps them find their dream home quicker and easier.
Beware that your ad will not always be displayed for your chosen keywords, Google’s algorithm determines which ads are shown based on their ad quality rating and your bid amount.
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The three main factors that affect your Quality Score are: Expected Click-Through Rate, Ad Relevance and Landing Page Experience.
Although Google Ads have the ability to produce results almost immediately, marketers need to make sure that they are using the data they have collected, to optimise their campaigns on an on-going basis. You can do this by adjusting your bids, refining your keyword strategy, A/B test different messaging and identify ways to improve your landing pages. ?
3.????Meta Ads (Facebook and Instagram Ads) ?
Finally, we are on to my favourite ads to run, Meta Ads.
Meta Ads have powerful targeting capabilities, that allows you to deliver visually appealing ads to users who have shown behaviours that indicate that they are in the market to purchase a new home. ?
This is the cheapest and most effective way to create brand awareness about your properties and if set up correctly you will see an increase in website visitors, leads and Google Searches related to your company/properties.
If you are driving large amounts of traffic to your website and you have the correct pixels set up on your website, you will be able to retarget customers which is an incredibly effective way to convince and convert users into leads.
As with all digital marketing platforms, when running Facebook Ads it is important to use high-quality photos and videos in your ad creative!
In a recent campaign that we were running for an estate agent, we replaced some fairly mediocre images with high quality photography of the development, and we saw a huge improvement in results including a 64% decrease in cost per a lead.
Conclusion:
While there are many different digital marketing platforms to use to advertise residential properties and developments, I highly recommend focusing your efforts on these 3 channels rather than spreading your budget and resources too thinly.
Once you feel like these platforms are performing well and you have a good grasp, you can then look to add additional channels to your marketing mix.
Well that is it for this edition of The Digital Property marketer.
If you are looking to get some expert advice on how you can improve your current digital marketing strategy or have any questions, then get in touch and let's set up a chat.
I’ll be posting a lot more about?#PropertyMarketing?and?#MarketingStrategy, so make sure to follow for some more tips and advice.
Bye for now,