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‘Futureproof’ Your Real Estate Marketing Strategy: 7 Ideas to Try This 2021

The most used (and possibly abused) word in 2020? Unprecedented. And if there’s one thing we learned from last year, it’s that we should spend time ‘futureproofing’ our strategies. Marketing is undergoing a rapid transformation thanks to technological and societal trends. Our industry should continue to pivot to the trends and new consumer habits.

Maintain your competitive edge this 2021. Here are seven real estate marketing trends and ideas that you need to be aware of.

1. Do purpose-driven marketing
Buying on belief is the new normal. More and more consumers/clients choose or boycott a brand based on its stand on societal issues. This could be on important principles such as family connections, health and well being, community involvement, or on broader societal issues such as environmental sustainability and inequalities. A purpose-driven brand is an engine for good.

Your prospects and clients want to know the people and values behind your business. You can build a brand that cares by getting involved in the community and supporting causes that matter to you. Get known for being a champion of not only real estate in your area, but for adding to that value through community building activities and support.

Pro tip: Be authentic and consistent. Don’t speak out on issues that you don’t feel strongly about. Your audience can see through you.

2. Create snackable content
Don’t let your audience scroll mindlessly through their feed. Capture their interest with visually engaging, straightforward, short-form, easily digestible content. Quote graphics, infographics, memes, and graphics interchange format (GIFs) all offer immediate information or entertainment. They also prompt social sharing and attract new leads.

3. Go vertical
Mobile video consumption has never been higher. Video isn’t going anywhere. It’s here, it’s now, and it’s vertical. (Have you noticed that users hold their phones upright most of the time?) We’re not saying stop producing widescreen videos altogether. Property tours and other more curated and professional content are more effective when shot horizontally. But for on-the-go and raw snaps of your REALTOR® life, go vertical.

Pro tip: Include motion graphics, text, and carefully selected audio. These elements can make or break your video.

4. Send out a monthly newsletter
Reach the full potential of your contact list and stay on top of mind. Share helpful articles and data insights. Market your listings by creating content that sell a lifestyle. Square footages and fixtures matter, but today’s home buyers care more about the property and how the neighbourhood will make them feel.

5. Tell your client’s stories
One of the ways to keep website visitors from clicking away is to connect with them. Use captivating client stories on your homepage and provide your audience with a sneak peek into what could be their reality if they choose to work with you.

6. Give your reviewers a shoutout on social
If you haven’t already, ask clients to leave reviews on your website. Then, share these anecdotes of success on your social media channels to boost your reputation, trust, and ultimately your revenue. Don’t forget to tag your reviewers.

Pro tip: Present the reviews in a more professional and visually appealing way. Ditch the plain screenshot and create fancier posts by using templates of an easy-to-use graphic design platform.

7. Diversify your channels
Increased time with social media and online shopping have yielded new forms of digital literacy that are turning into habits set to outlast the pandemic.

Keep up with the platforms your target audience frequents. The average platform demographics change as users migrate between networks.

  • According to GlobalWebIndex, over a quarter of baby boomers are spending even longer on social platforms now. They are particularly active on Facebook and Pinterest.
  • Instagram added the greatest number of new users between July and September 2020, posting even stronger growth figures than Facebook.
  • While TikTok is more popular among Gen Z and Millennials, 20% of users are aged 40+. That being said, a lot of brands are still reluctant to be on TikTok because the business impact is still not quite concrete. If you’re not afraid of letting your hair down and if it fits your brand, there are a lot of creative ways for you to use the app to market real estate.

Source: FVREB Communications