How to Approach Real Estate Development Marketing
Whether you’re working with an experienced team or taking on your marketing plan solo, real estate development marketing can be a powerful tool to help your brand stand out.
There are dozens of different avenues you can take to market your properties, offerings, and business. The Red Egg Marketing team has worked with our fair share of real estate developers and has crafted a process to ensure our clients have a plan to maximize returns.
Here are a few of the steps we take to establish a real estate development marketing plan.
Define Your Goals
Investing in your company’s marketing is a great way to drive leads, improve client relationships, establish brand authority, and set yourself apart from competitors in the industry. But before you can start seeing results, it’s important to set clear, realistic goals for your efforts.
Your team should be asking basic questions like:
Who is our target demographic?
How do we want to connect with them?
What is our budget?
What are our competitors doing?
How does our current online presence compare?
What is your company’s message?
You need to completely understand where your business stands in order to set expectations for where you’re going. Taking these small steps at the beginning of the development process will help you decide which marketing tactics will help you reach your goals.
For example, if you’re a developer looking to attract millennials and young families to your townhome complex, you may consider social media marketing as a primary strategy. For one real estate development client, Red Egg devised and implemented an innovative marketing strategy consisting of social media and email marketing. We directed traffic to a carefully designed real estate website with a lead capture mechanism that showcased property features and townhome renderings.
Since we had established a highly-targeted list of potential buyers and ideal demographics, we were able to design a strategy that set the client apart from their competition. The real estate developer was able to sell all 10 units above the asking price with fixture upgrades before a shovel ever struck ground for construction.
It’s important to set your goals and do the appropriate research ahead of time to optimize your plan for success.
Come Up With a Plan of Action
Once you have an understanding of your own brand and the goals you’re trying to reach, you can begin strategizing how you’re going to drive results.
There are countless options you can employ to reach your goals, including social media marketing, paid advertisements, SEO optimization, website improvements, direct mail, window displays, print media, etc. Your plan should take budget and target demographics into major consideration here.
If you’re a local developer looking to drive young professionals to your coworking space, community marketing is a great strategy. You can attend local networking events, send out mailers, and even employ a community-based social media campaign. Highlight the amenities your property will offer and make sure your brand message communicates your desire to connect young professionals in a modern work environment.
It’s easy to diverge on the path to your goals if you don’t map it out. A lot of marketing efforts require some A/B testing and flexibility, but you have to start somewhere. Developing a plan with your ideal client in mind will improve your chances of reaching the people you’re hoping to convert.
One of the most beneficial things you can do during your marketing process is to invest in marketing technology tools that will help you track your results.
In the midst in running your business, it can be difficult to keep track of returns. There are a few fantastic tools you can invest in to measure and track what’s working:
SEMRush: This platform offers solutions for SEO, PPC, content, and social media tracking. You can see how your brand has improved over time and how much traffic you are driving to your site. This tool is also a great way to measure your company’s standing against competitors.
Hootsuite: Really, any social media planner is something that will make your life easier. You can plan, schedule, and optimize posts on Facebook, Instagram, LinkedIn, and Youtube from one place so nothing falls through the cracks.
Google Analytics: This is another great way to track website analytics. With this tool you can get an in-depth look at the users visiting your website. Using this information to adjust your strategy can greatly impact your business.
While it does require some skill to learn and navigate multiple platforms, it’s a great way to better inform your marketing decisions and make your life easier in the long run.
Organization is key. If you’re testing multiple strategies, it’s important to keep track of changes and results to keep your marketing efforts on the right track.
Once you start seeing the results you’re looking for, don’t take your foot off the gas!
Clients love to see a brand who is engaged both online and in person. Respond to social media messages and client requests. Keep posting relevant content and updates. Keep potential clients intrigued with brand work and promotions. Engage with your community.
If you’re meeting or exceeding your goals, that means something is working. Keep it up! Make sure to use analytics to continue optimizing your strategy so you don’t lose the momentum from your current marketing strategies.
Make sure you set up a system for continued results so you don’t have to reestablish a marketing plan from scratch somewhere down the road.
Hire Some Help
If you need some help managing the demands of your business, hire a marketing team!
At Red Egg, we believe that a business, regardless of size, can use affordable, highly effective marketing strategies to run successful marketing campaigns. We will formulate a marketing strategy based on your goals and budget, then manage the technical work so you focus on what you do best — running your business.
Drop us a line, we’d love to chat about your goals.