Three Keys of Marketing to New Home Buyers (aka Millennials!)
Adults aged 25-34 and compose the second-largest group of recent homebuyers, making up 28% of the current purchase pool. If you want them, you need to be where they are at their precise moment of interest, or you’ll miss the sale.
The Online Buyer
How do you sell a property to someone who will not visit the sales centre?
Millennials are reluctant to visit a bricks and mortar presentation center, preferring rather to browse online and research current offerings. The challenge for this consumer group is that searching Google for relevant real estate information is like sipping water from a fire hydrant. Information overload kills sales. The marketer must employ methods to regulate the flow of information to the customer online.
And it’s more important to engage the customer in a social environment rather than simply offering a website. First you need to establish a relationship between brand and consumer. Build an emotional appeal that will inspire the prospect to dig deeper. This requires an in-depth approach to your online marketing.
The three key components of this marketing push are:
Allow prospects to find you easily by providing high value, properly optimized, content that is relevant to their wants. This content should inspire and direct prospects to contact you right now. This is the strongest tool in attracting potential buyers, ultimately driving online visitors to convert to sales centre visitors and eventually to purchasers.
2. Social Channels
Social channels such as Facebook and Twitter require a cohesive content strategy that speaks directly to your prospects. Real estate is local, afterall.
The creation and dissemination of content may be what binds your marketing message together. Pushing that content within the right context goes well beyond simple keywords and a strong headline. Contextual, localized content that your prospects are compelled to share with their respective networks is the key to a successful strategy.
As this content takes shape and becomes distributed across social channels your offering obtains authenticity.
Accurately measuring and analyzing campaign performance is a fundamental part of a strong marketing campaign. It lets you calibrate how you are doing, optimize your campaigns based on what’s working and what isn’t, and improve future efforts after analyzing previous results.
Who is coming to the site? How long do they spend there? How are your campaigns performing? What is your benchmark against direct competitors? What is the precise return on your investment? If you don’t measure everything, how do you know if it’s working and how can you develop lead nurturing campaigns and improve sales conversions?
Potential buyers now have an expectation that your business will be where they are online and that the cycle of communication will be a two-way approach. When you employ these strategies with the help of your digital marketing agency, you will be well on your way to closing out a successful development in record time.
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