Digital marketing for real estate brands: a five-point checklist

Arvind Jain, CEO- NetBiz shares a five-point plan to get the real estate social media strategy of a brand, just right.

A firm digital marketing strategy tops the advertising checklist of any company in today’s ever-changing business environment. It goes beyond the basic creation of websites and profiles. A massive amount of research goes into the quality, style, delivery, form, and matter of content which feeds its relevant target audiences. This, in turn, makes or breaks the brand value of an organization. Further, the need is for strategies which are distinctive and constant while keeping firm the values that the brand stands for.

Real estate, in particular, has traditionally followed methods of print advertisements through billboards, posters, and newspapers and has comparatively lagged in coming to terms with digitization. It is therefore vital for this industry to open its eyes to the power that social media has in its disposal and focus on digital planning. Here is a five-point checklist.

1. Focus on branding than ROI

Real estate businesses often think that ROI is the only factor in digital marketing and miss out on the opportunity of brand building and recall value. To survive and succeed in the competitive industry, it is important for them to build a strong presence and a noteworthy share of voice. However, in the pursuit of immediate gains, several brands fail to focus on the long-term advantages of attaining the position of a recognized brand.

Also Read: Case Study: Creating social media buzz around a real estate brand!

2. Interesting and relatable content

Content marketing plays a crucial role in maintaining a brand’s image. It is necessary for the brand to know the kind of content its target audience is familiar with. People read what interests them and therefore the content should be developed based on the type of audiences, their choices, and preferences.

3. Identity of the brand is different from the project

Real estate projects have a shelf life. The standard strategy of marketing a brand is not applicable to its projects. Each has distinct characteristics and is different from the others with respect to location, amenities, size, and structure. Considering these factors, digital marketing needs to be planned accordingly.

4. Right approach towards the right audience

Every interested consumer has their own way of grasping details about the brand. It is imperative to understand consumer behavior in the online domain and reach out to them with the correct messaging to convert them into quality leads. Apart from this, the brand needs to figure out the messaging medium the consumer is familiar with, in order to convey the right message to the target group.

5. A 360-degree approach

A 360-degree approach is required for real estate brands when it comes to digital marketing. While advertising is considered to be the primary use case for social media platforms for many companies, other opportunities also hold relative importance – for instance, influencing brand recognition by connecting with audiences. A brand needs to listen to its consumers in the form of feedback which can be attained through online reputation management (ORM). Therefore, it is ideal to be spread across the internet to leverage the digital marketing space through website and search engine optimization (SEO).

Digital marketing is growing every day with companies opting for this in place of traditional marketing channels. Only the handful who break out of the clutter will stand out and be successful.