Now more than ever before, people are consuming media whenever and however they want. Online streaming services such as Netflix, Apple TV, and Hulu have opened the door to hundreds of channels and shifted advertising away from traditional television. Mobile devices have become the leading medium to source news and information across all generations, with social platforms including Facebook TikTok, YouTube, and Instagram. These innovative media channels require a fresh approach to reach today’s homebuyers. Digital marketing has transformed into storytelling- creating emotions and visuals that compel buyers to take that first step, and ultimately cultivating a relationship that gets them to your sales office.
Tributary
Creating Engaging Content that Establishes a Connection
As consumers scroll through their newsfeeds, watch the news, or play their favorite video game, businesses only have a limited amount of time to capture their attention. Facebook revealed that the average attention span on the platform for content is just two seconds. By leveraging storytelling and video marketing, communities can share an authentic point of view that connects on a personal level. Combining the consumer’s voice and passion with compelling visuals has proven to be more relatable, more memorable, and has significant value to both search engines and homebuyers’ decision-making. According to Forbes, 90% of customers say video helps them make buying decisions, and 64% of customers say that seeing a video of the home or homeowner’s experiences makes them more likely to buy.
A Targeted Approach is Key
On social media channels and connected TV, mass advertising has been replaced with strategic digital marketing to niche audiences. Consumer psychographic and demographic profiling has never been more focused, and developers can use this to their advantage. By collecting and utilizing this information, agencies can create niche audience segments of specific individuals who fit within the outlined parameters of your targeted homebuyer. From there, efforts are aimed at crafting and delivering personalized messages that will best relate to those being targeted, ultimately driving them to engage and learn more. This targeted approach ensures that their message is getting to those who fit their buyer profile, while also not wasting time and resources on people who don’t. As technology continues to evolve, so does the way a niche audience approach. However, these targeted audiences have a proven track record for generating qualified leads, and higher sales success.
Naples Reserve
Tapping into the Metaverse
Making that initial impression through video or visuals, however, usually isn’t enough to convert your lead into a visit to the sales office, yet… Today’s homebuyers are tech-savvy individuals that are known for doing in-depth research online before ever reaching out in person. Virtual Reality tours are a great tool developers can use to create an enhanced digital experience. Viewers can explore a new home or community from their computer or phone, providing them with more information and references to make an informed decision about their onsite visit.
As technology within the Metaverse continues to evolve, so will the real estate industry’s capabilities. For communities still in the construction phase, the Metaverse provides a unique opportunity to transform the way we see digital renderings. Homebuyers can walk through residences and explore the amenities in real time, envisioning their future lifestyle before the community is even built.
Leading the Way in Digital Real Estate Marketing
In every real estate market segment, from primary housing for first-time homebuyers to second and third vacation homes for the seasonal luxury resident, the most important focus should be developing integrated and targeting marketing programs backed up by facts. Cotton & Company’s daily monitoring of website traffic, time spent researching on websites, and the amount of social engagement received are used to generate a highly targeted ads approach. Combining these strategies with innovative technologies and an unmatched level of creativity has helped Cotton’s clients stand out from their competitors, creating more quality leads and closed sales.
Cotton & Company is a full-service digital real estate marketing firm specializing in the luxury segment. The firm boasts a portfolio of more than 1,700 communities, including luxury condominiums, country clubs, marina residences, resort residential, and master-planned communities. Visit cottonco.com to learn more about their full scope of services that range from branding and website development to sales support, lead generation, and digital/social marketing.
