Real estate development is a competitive and high-stakes industry. Staying ahead requires understanding how buyers utilize technology during their home search process. With internet usage and mobile applications at an all-time high, more buyers are beginning their journey online. Therefore, a robust real estate development marketing strategy is crucial for developers looking to remain competitive today.
So, how important is a real estate development marketing strategy, and what are the best ways for developers to build an online presence? Read on for insights and examples on how to bring your marketing strategy into the digital age.
Building a Strong Foundation: Your Real Estate Development Marketing Website
A Website is a Must-Have!
95% of buyers peruse online listings and other real estate websites during the home buying process.
First things first—a great-looking website is essential for any real estate developer. Buyers expect websites to provide an in-depth look into properties and allow them to compare and evaluate different options quickly and efficiently. Websites that make it easy to find key information, offer a fast and user-friendly experience, and provide stunning images are more likely to convert prospective buyers into leads. The better you generate leads and build lists, the higher the likelihood of selling or leasing a property faster.
If you’re just starting to move your real estate development business into the digital age, ensuring you have a strong website presence is an excellent first step.
Design Best Practices for Your Real Estate Development Website
Designing an effective and beautiful website involves several key considerations:
- Clean and User-Friendly Design: Your properties should be the focus. Avoid distracting or overly complicated design elements. Make it easy for visitors to find property listings, details, and information about your business.
- Mobile Responsiveness: With the average American spending over four hours a day on their phone, ensuring your website is mobile-friendly is a no-brainer. A mobile-optimized site not only improves user experience but also boosts your website’s rankings on search engines.
- Comprehensive Property Listings: Include advanced filter and search options. Visitors should be able to quickly find properties that meet their specifications, streamlining your lead flow and enhancing user satisfaction.
Search Engine Optimization Tips
To ensure your website ranks well on Google and other search engines, focus on the right keywords and high-quality content. Start by researching what potential buyers are searching for, such as “luxury condos in Valdosta” or “new housing developments in Valdosta, GA.” Use these keywords naturally throughout your site—in page titles, meta descriptions, headings, and content.
Writing informative blog posts on topics like market trends, home-buying tips, and neighborhood guides can attract visitors and establish your site as a valuable resource, leading to backlinks from reputable websites. Don’t forget to optimize your images by giving them descriptive file names and adding alt text with relevant keywords.
Ensuring your website is mobile-friendly is another crucial aspect of SEO. A site that looks and works great on any device keeps users happy and boosts your search engine rankings. Speed is key—use tools like Google PageSpeed Insights to identify and fix issues slowing your site down.
Capturing Attention: Social Media Marketing for Real Estate Developers
Don’t just tell—show! Leverage the power of social media platforms like Facebook and Instagram to showcase your properties with stunning photos and engaging videos. Highlight key features and amenities to grab attention and spark interest among potential buyers or renters.
If You Can Share a Photo, You Can Show a Property
We live in a visual world. In the race to grab a user’s attention and communicate information quickly, images have a significant impact. A beautiful image of a property can instantly catch the eye of a prospective buyer. The right image can provide buyers with a good understanding of what a building or home has to offer, elevating your real estate development marketing to the next level.
The ability to share stunning photos instantaneously makes platforms like Facebook, Instagram, and Twitter ideal for promoting your property listings or developments. Whether you’re selling luxury townhomes, single-family homes, or commercial office space, social media is becoming one of the most effective tools for showcasing the visual appeal of a property and quickly giving buyers an accurate idea of the space you’re trying to lease or sell.
With virtual tours and 360-degree cameras becoming popular in real estate tech, buyers now expect better digital experiences for visualizing a property. Using images and videos in your social media marketing strategy is one of the easiest ways to capitalize on this trend.
Using Social Media to Generate Buzz About a Property
Sharing images on social media encourages users to share posts with friends, family, or others who may be interested. This amplifies the impact of your post or ad, generating buzz and spreading awareness about a property.
This strategy can be especially valuable for developers looking to sell or lease units quickly, even before construction begins on a project. By building anticipation and interest early on, you can secure commitments from buyers or renters ahead of time.
Targeted Real Estate Development Marketing Campaigns on Social Media: Customize Your Audience
One of the advantages of social media marketing is the ability to intelligently create audiences for your campaigns based on user behavior and personal profile information. Platforms like Facebook offer advanced ad targeting options.
With a significant percentage of online adults using Facebook, there is surely a target audience for your specific real estate development project. Facebook’s Lookalike Audiences allow you to create a custom audience composed of new users who share similar traits with an existing audience, such as previous buyers or website visitors. Using Lookalike Audiences can help reduce customer acquisition costs and increase the relevance and effectiveness of your ads.
The Future is Here: Targeting Millennial Renters with Real Estate Development Marketing
Marketing is ever-changing, and understanding your audience is key. Many property development clients are focusing on marketing to millennials, who are taking over more of the real estate buying market share, especially in commercial development.
Understanding Millennial Priorities in Real Estate Development Marketing
There’s a high demand for multi-family properties with mixed-use perks and eco-friendly considerations. Here are a few steps to improve millennial targeting in your marketing strategy:
1. Making a Commercial Space Feel Like a Single-Family Home
Millennials are choosing to live in rental apartments longer than previous generations, often delaying homeownership. When developing your marketing strategy, keep this in mind. Many millennials prioritize properties that offer amenities that make them feel at home, such as pools, balconies, new appliances, and a neutral aesthetic.
2. Mixed-Use Facilities
Younger renters value properties within walking distance to local groceries, gyms, and shops. Mixed-use facilities allow residents to entertain, shop, eat, and live within a few blocks. Some properties even offer on-site coworking spaces for remote workers. Incorporating and marketing these amenities can set your property apart from the competition.
3. Technology and Eco-Friendly Living
Millennials appreciate convenience and environmental consciousness. Incorporate smart home technologies and eco-friendly features like recycling programs, solar power, gardens, and green spaces. However, ensure that the amenities you offer align with your target demographic’s preferences.
Taking Advantage of Modern Trends in Real Estate Development Marketing
The digital marketing landscape is constantly evolving. By embracing new tools and strategies, you can create a marketing strategy that goes beyond static information.
1. Leveraging Technology for Immersive Experiences
- Virtual Tours: Allow potential buyers or renters to explore properties virtually.
- 360° Imaging: Include high-quality 360° images in your listings.
- Augmented Reality (AR): Use AR apps to let users virtually place furniture or design elements within a property.
2. Building Customer Buzz with Engagement and Content Strategies
- Social Media Engagement: Foster interaction with your audience by asking questions, running polls, and responding to comments.
- Influencer Marketing: Partner with relevant influencers to reach a wider audience.
- Compelling Content Marketing: Develop engaging content that goes beyond sales pitches, such as informative blog posts about local neighborhoods or lifestyle benefits.
By embracing innovative technologies and fostering engagement, you can create a dynamic marketing strategy that stands out.
Let Critical Marketing Be Your Real Estate Development Marketing Partner
The real estate development landscape is dynamic, and crafting a winning marketing strategy requires constant innovation. By embracing cutting-edge technologies and user-centric approaches, you can cultivate a captivating digital presence that fosters engagement and converts interest into sales or leases.
Are you ready to unlock the full potential of real estate development marketing for your projects? Contact Critical Marketing today for a free consultation. Our team of experts can help you design and implement a comprehensive strategy that delivers exceptional results and helps you achieve your development goals.