The world of marketing and advertising is always evolving, thanks to constantly in flux internet and digital trends. Effective marketing strategies eventually emerge as marketers scramble to find out why marketing ideas that worked yesterday, are no longer as effective today.
The dynamic realm of online marketing spills to other areas of business, and with it, comes new ways to sell and advertise good and services in different spheres. With so many tools at our disposal, if you can conceptualize it, you can probably do it.
It’s this mindset that can give you an edge in this new age of digital marketing.
An intriguing case study is the real estate business. The process of selling a house was relatively straight-forward for years: the buyer hires a realtor, they’ll mock up some flyers, plant a ‘For Sale’ sign in the front yard, have an open house, and see who bites. Technology gave us the gift of video tours of homes, the ability to read up on unique selling points about your property, as well as the tools for buyers to do their own market data research. That boomed with the Internet in the mid-90’s, but since then, selling a house has gone through as many changes as much as Ben Affleck’s career.
If we consider the ever-changing domain of digital marketing, coupled with the process of selling your home, can’t we leverage this technology to create an electrifying digital marketing plan that’ll make a house stand out?
Absolutely. Thinking outside the box is what we do at Print Three, so we’ve come up with creative marketing strategies that can help sell a home fast:
Digital Marketing Techniques Realtors Can (And Should!) Use:
Create a Dedicated Website
Chances are that if you’re selling a house, you’re listing on a site like MLS. This isn’t bad to get some exposure, but consider: if you instinctively thought of posting on MLS, there’re hundreds of other sellers and realtors with the same mindset. You’ll be a small fish in a HUGE pool of homes, drowning in a sea of properties.
So why not dedicate an entire website to sell that house? It’s not as big of a time sink as you’d think, and the results are tremendous.
Now, this is a double-edged sword: a dedicated website is ideal so the home has its own selling platform, but if the site design looks awful, that’s a reflection of the property. Make sure the design is fresh, and not something out of the dial-up modem internet circa 1997. You don’t necessarily need a designer, as there are many platforms that will help you design a professional-looking site without any coding background. Don’t forget to make the site mobile-friendly too, as mobile traffic has overtaken traditional desktop traffic. Also, once you’ve done this once and made a sale, it’s easy to re-use your website template and format for future properties on your to-sell list!
Important note: remember to put a call-to-action on the majority of the web pages, so an interested buyer knows exactly where to go, what to do, or how to make contact if they’re intrigued by the home.
Having a website will tie into the rest of your digital marketing plan, which we’ll discuss below. The World Wide Web never sleeps, so take advantage of that.
Use Facebook Advertising.
Everyone uses Facebook, and that includes the eventual buyer of of the house you’re selling. Why not take advantage? Social media advertising presents an accessible platform with a huge audience.
The beautiful part about Facebook and social media advertising is you can target your ads to specific locations, meaning you can tailor your ads to the demographic, or geographic region, you think will yield the highest interest. People respond better to ads that are local, than ones that are for goods or services not realistically accessible.
Facebook’s insanely intuitive behavioral analytic algorithms allow you to find people who are most likely to respond to your message. A person’s income level, profession, location, and whole lot more can be tracked and targeted. This saves valuable time and resources, as you won’t waste time on people who would’ve never bought the property. For instance, if you’ve decided to target people looking to move into Toronto real estate, between the ages of 25-45, whose income level is above $100K, as the demographic most likely to be interested in the property, Facebook can ensure you find those people.
If you’re extra motivated, Facebook also offers a ‘Custom Audience’ service. Without going into too much detail, Custom Audience allows you to upload numbers or email addresses, and sends the ad to their Facebook account. You can build your list from people who’ve visited your website (if you followed Step One!)
Deploy Search Engine Optimization.
Tying back to creating a dedicated website, the content on your pages is relevant in selling a house. Now, to be clear: the high-quality photos or virtual video tours of the home that you posted on the website – you have done that, right? – are MUCH more important than what you say about the home. As the old adage goes, ‘show, don’t tell.’
But choosing the correct keywords to optimize your site is another creative way to find people looking to buy a specific home. Littering your pages with keywords you know buyers are plugging into search engines will push your website to the top of Google searches. For instance, key features and amenities of the home, and geotargets such as the city or street make good keywords.
Also, think about how often you go past the first couple of pages of a search? Probably not much. Being found on those first few search pages could be the difference between selling a house now, or having it ferment in the real estate market for a few months. In order to do the best job of search optimization, it may be worth finding an SEO specialist or agency to assist in optimizing the site. This is an added expense, but you need to spend money to make money, and investing in SEO strengthens your digital marketing plan overall, potentially netting you the quick home turnover you’re looking for.
If you’re skeptical about SEO actually working… it’s probably how you landed on this page.
These digital marketing strategies to sell a home should be complemented with the traditional methods of real estate: don’t ignore your classic direct mail marketing, personalized newsletters, or printed real estate signs. All of these marketing ideas are important in achieving the long-term goal of selling a property.
To learn how you can benefit from our real estate printing services, or you’d like a professional opinion on your own creative marketing ideas, come into Print Three Burlington today, or all us at (905) 333-0606. We’d love to help you come up with a marketing strategy to sell your real estate.