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How Google’s Changes to Real Estate Ad Targeting Will Affect Real Estate Developers

By Marissa Mastroianni Posted in - Press on August 24th, 2020

Google Ads has officially announced they are joining Facebook in shifting their allowed targeting parameters for real estate advertising. Google is updating its ad policies, removing certain demographic targeting criteria for advertisers operating in the employment, housing, and credit sectors. This change is not too surprising to us or to other housing, employment, and credit advertisers as Facebook created similar policies a little over a year ago when their ad targeting changed for the financial sector. Google Ads Targeting – The Good News Although Google hasn’t released any additional details, they have acknowledged that more information will become available in the coming weeks. #TeamCotton will remain abreast of the situation and continue to provide our clients with up-to-date information on… Read more »

As Demand for Second Homes Skyrockets in the U.S., ‘Spillover’ Markets Gain Popularity

By Marissa Mastroianni Posted in - Press on August 18th, 2020

Buyers clamoring for space outside cities expand their searches beyond the traditional borders of areas like the Hamptons and Aspen Ever since the coronavirus first arrived on U.S. shores, the priority among high-end homeowners has been clear: to get out of cities, and to stay out. From the Hamptons to Aspen to Miami, second-home markets across the country have seen record seasons for both sales and rentals, and the heightened demand seems to be more than a blip as inventory tightens and even properties that had previously spent years languishing are going into contract. “I’ve never seen a market like this in 31 years,” said Susan Lowe, a senior vice president and corporate broker for Chase International/Luxury Portfolio International in… Read more »

Facebook Selects Cotton & Company to Participate in New Ad Platform Alpha Test

By Marissa Mastroianni Posted in - Press on August 4th, 2020

We are excited to announce our participation in Facebook’s upcoming new product alpha test! Participation is by invitation only, so we are very proud to be considered for this opportunity. Without giving away too many details, we will take part in a beta test with regards to an alternate way to create and build Facebook ads. We will be testing this new product and then working directly with the Facebook Product Development Team, providing valuable feedback to help bring the Beta to market. Cotton & Company has been utilizing Facebook’s Business Manager platform for years and this experience paired with our expertise in the niche luxury residential real estate industry has made us a perfect candidate for Facebook’s new product… Read more »

4 Important Trends to Real Estate Buyers Right Now

By Marissa Mastroianni Posted in - Press on July 29th, 2020

Real estate sales are heating up as buyers’ needs and wants are being forced to adapt to ever changing lifestyles during a time of uncertainty in the nation. Family’s needs have shifted as they place more importance on homes, and there are four priorities that stand out now more than ever. SPACE All this time families are spending at their homes has brought a new sense of awareness that their current home may not be large enough for all the purposes it’s being asked to serve right now and in the future. Remote work situations have given them the advantage of migrating somewhere they have always wanted to live based on their desires versus proximity to their workplace. Baby boomers… Read more »

Reduced Budgets and Increased Demand Present One of the Best Opportunities in Years for Real Estate Digital Advertising

By Marissa Mastroianni Posted in - Press on May 22nd, 2020

Spring is usually prime home-selling season – but this spring is a whole different ball game. The impact of COVID-19 on our lives has been nothing short of extraordinary. Individuals, families, friends, and businesses are all facing the same anxieties and fears. Things are different for everyone – that is for sure – yet, different industries face different issues and situations right now. Businesses are at conflict with the hard question of whether or not to continue advertising during this crisis. Let us help you decipher what we have realized is working for the residential real estate industry. According to a recent Kantar Study, 92% of people surveyed believe that businesses should continue to advertise during the COVID-19 outbreak. Some… Read more »

Top Country Clubs Continue to Evolve, Especially in Times of Crisis

By Marissa Mastroianni Posted in - Press on April 24th, 2020

After the recession of 2008 the country club industry never looked the same. The previous product offerings that were designed and beloved by the silent generation were no longer attractive to the baby boomer market. Savvy clubs have spent the last few years evolving every aspect of their physical facilities, soft programming, events and marketing to attract the next generation while balancing the needs of their members. Now, every generation is facing similar challenges and once again it provides an opportunity for Country Clubs. Right now 97% of Americans are under shelter in place orders, hunkering down and spending time indoors. They are stuck inside with their family, browsing social media and with plenty of time to consider how their… Read more »

THE SCIENCE OF STORYTELLING

By Marissa Mastroianni Posted in - Press on August 17th, 2019

Today’s homebuyers don’t want to be “sold.” They are tech savvy people who do their homework to find the community that best meets their needs and personality. Every individual has a unique perspective, and their priorities are as varied as their personal style. The challenge is to deliver a sales message through less aggressive editorial stories that highlight the unique selling propositions of your community. There are hundreds of engaging stories about homeowners enjoying life in exceptional ways: A new love for gardening that’s putting fresh vegetables on the table. “Bella” the cocker spaniel they met at the dog park that is now a best friends with “Barley” their rescue dog. Or perhaps a passion for photography that inspired fabulous… Read more »

An Update on the Recent Successes of Orchid Island

By Marissa Mastroianni Posted in - Press on June 3rd, 2019

Since the summer of 2018, Orchid Island Golf and Beach Club has experienced a change in momentum felt throughout the community. By implementing a national marketing program, new digital strategies and publishing Orchid Island Lifestyles Magazine, Orchid Island has developed a new approach for reaching a unique audience of potential members in search of Vero Beach real estate. The shift in momentum started with a new way of thinking for this private beach club. Where previously focus was put solely on Vero Beach real estate, the club is now focusing on promoting the community as a whole and the Orchid Island location. By letting people fall in love with the lifestyle here, real estate interest and sales have begun to… Read more »

Consumers are Cutting the Cable-Opening New Doors to Streaming Video Content

By Marissa Mastroianni Posted in - Press on June 3rd, 2019

The world is moving fast, and technology continues to evolve at a record pace. 4K televisions are the standard, and consumers are cutting the cable and using new streaming devices like Hulu, Netflix, and YouTube to watch their favorite TV shows and movies. With those new services built into smart TVs at the factory, people buy a new TV and plug it in – there’s no more waiting for cable or satellite TV services to be installed. You can immediately watch streaming video at your convenience, at a much lower cost, and only pay for what you really enjoy. It’s no wonder that in the last year alone, over 6 million Americans cut the cord to cable.  The younger generations… Read more »

Real Estate Marketing By Targeting Life Stages

By Marissa Mastroianni Posted in - Press on April 23rd, 2019

A home has a million faces to an individual as they travel through life.  Your childhood home reminds you of warmth and family, while your first apartment felt like growth and confusion. Quickly your first home felt like accomplishment and exploration as you created a future. Homes become a place where you gather with those you love year after year, harboring memories as the seasons change. Targeting where an audience is in their stage of life has proven to be a highly effective method for marketing. A recent study of more than 23,000 home shoppers by John Burns and his real estate consulting group revealed the most effective ways to market to homebuyers and these results explained exactly why dividing… Read more »