Blog Information

• Posted By : pioneer dm
• Posted On : Feb 06, 2025
• Views : 18
• Category : General
• Description : Real estate marketing encompasses several types, each with its own specific benefits and uses. In this section, we will detail the most common types of advertising used in the real estate industry, providing examples and best practices for each.

Overview

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  Real estate marketing encompasses several types, each with its own specific benefits and uses. In this section, we will detail the most common types of advertising used in the real estate industry, providing examples and best practices for each.

  Advertisements on real estate portals

  Real estate portals are platforms dedicated specifically to the purchase, sale and rental of properties. Publishing on these portals is essential for any real estate advertising strategy, as they attract millions of users interested in properties.

  Not all real estate portals are created equal; some are more geared towards luxury properties, while others are more effective in local markets or for rental properties. When selecting the portal:

  • Analyze your audience: Research who your site's main users are. Are they looking for luxury properties, family homes, or student apartments? Make sure your users' profile matches the property you're advertising.
  • Cost and return on investment (ROI): Some sites charge fees for listing or for having properties featured in top results. Assess whether the cost is justified by the visibility you'll gain and whether the site is likely to generate a good return on investment.
  • Ease of Use and Support: Choose a portal that offers a user-friendly interface and efficient technical support. An intuitive publishing system and quality customer service can save time and frustration.

  Search engine advertising

  Search engine marketing is an effective way to capture buyers' attention when they are actively searching for properties online. Here, we will focus on how to set up pay-per-click (PPC) campaigns on Google and other search engines, optimizing keywords, ads, and landing pages to attract the right buyers.

  1. Keyword selection: Choose keywords that reflect the search intent of buyers. This includes terms such as "buy a house in Seville", "apartments for sale" or "houses with a garden". It is important to include both broad keywords and more specific (long-tail) phrases that attract a more qualified audience.
  2. Campaign structure: Organize your campaigns around different ad groups, each targeting a specific set of keywords. This allows you to create more relevant and personalized ads, which can improve click-through rates (CTR) and reduce cost per click (CPC).
  3. Budget setting: Set a daily budget that fits your goals and resources. It's crucial to start with a modest budget and adjust it based on campaign performance. Google Ads allows you to optimize budget delivery to maximize clicks or conversions.
  4. Geotargeting: Make sure you target your ads so that they only show in relevant geographic locations. If you are selling properties in a specific city, there is no point in having your ads show in regions where you do not operate. Precise geotargeting helps you maximize the effectiveness of your advertising budget.

  Influencer marketing in the real estate sector

  This section will discuss how to select suitable influencers, design effective campaigns, and measure the results. These examples of successful collaborations will help illustrate the potential of this strategy.

  The Agency and luxury influencers

  Description: The Agency, a luxury real estate firm based in Los Angeles, has collaborated with several luxury and lifestyle influencers to promote exclusive properties. One of the most notable cases was the promotion of a mansion in Beverly Hills through a video tour conducted by a popular YouTube influencer known for his luxury lifestyle content.

  Strategy: The influencer provided a detailed tour of the property, highlighting unique features such as modern architecture, panoramic views, and high-end amenities. The video was widely shared on social media, reaching millions of views and attracting potential buyers from around the world.

  Results: The property received a large number of enquiries and visits due to the massive exposure, which accelerated its sale.

  Engel & Völkers and local micro-influencers

  Description: Engel & Völkers, a well-known international real estate company, has implemented collaboration strategies with micro-influencers in different local markets. For example, in Mallorca, they collaborated with local influencers specialising in Mediterranean lifestyle and tourism.

  Strategy: Influencers shared content on their social media that included visits to luxury properties, lifestyle recommendations, and local experiences related to the properties for sale. This local approach helped attract buyers interested in the region’s specific culture and lifestyle.

  Results: The campaigns not only increased the visibility of the properties, but also built an emotional connection with the target audience, resulting in increased enquiries and visits to the properties.

  Related Group and Instagram campaigns with architecture influencers

  Description: Related Group, a high-profile real estate developer in Miami, has collaborated with Instagram influencers known for their focus on architecture and interior design. These influencers were invited to visit and share luxury condominium projects in development.

  Strategy: Influencers created engaging visual content showcasing the buildings’ architecture, innovative interior designs, and spectacular views. They used project-specific hashtags and tagged the location to increase visibility.

  Results: The campaign generated a high level of engagement and helped position Related Group projects as design icons, attracting both buyers and investors.

  Advertisements in print media

  Although digital advertising has gained ground, real estate direct marketing is still relevant, especially in local markets or for specific audiences. 

  Know Your Audience

  Research your target audience: Understand who they are, what interests them, and what problems they face. This will help you tailor your message and design to resonate with them.

  Define the Main Message

  Clarity and Conciseness: Your message should be clear and direct. 

  Design an attractive advertisement

  • Impactful Headline: Use an attention-grabbing headline. It should be eye-catching and relevant to your audience.
  • High Quality Images: Use images that reinforce the message and are visually appealing. 
  • Call to Action (CTA): Include a clear CTA that tells readers what to do next (call, visit a website, buy).

  Consider the Media Format

  • Magazines: These generally have a more visual focus. Take advantage of the space for attractive images and creative designs.
  • Newspapers: This tends to be more textual. Use strong headlines and make sure the text is legible, especially if the ad is in black and white.

  Use Space Effectively

  • Simplicity: Don't overload your ad with too much information. A clean, focused design is often more effective.
  • Visual Hierarchy: Use different text sizes and styles to highlight the most important elements (headlines, CTAs, etc.).

  Includes Contact Information

  Make it easy to contact: Make sure readers can easily contact you, whether through a phone number, web address, or physical address.