As competition in the real estate industry increases, figuring out the formula to engaging with customers in a way that’s both time and cost efficient has become a kind of holy grail to marketers. A firm’s survival depends on staying ahead of competitors on every front and, unfortunately, offering the best value is no longer a guarantee of success. In the age of to-the-minute marketing, it’s also about promoting your brand through the most accessible platforms. These days, even with a website and some social media tools under their belt, firms can flounder if they don’t know how to market themselves effectively. When it comes to real estate, the fate of a business can rest on the decisions of just a few key players, so it’s even more vital the content and delivery of the material leave the right impression.
Email marketing isn’t dead
The road to intelligent email marketing has been a rocky one, to say the least. From the days of blanket spamming to the more personalised mail content of today, marketers have struggled to tap into the true potential of the medium. Despite that personalised emails have been proven to deliver transaction rates up to six times higher than traditional marketing methods, 70% of brands still fail to use them. A study by Experian found that the biggest obstacles with personalisation lie in gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%). Now, with the advent of AI and intelligent content creation processes, emails can be personalised to suit the exact needs of the individual.
In real estate, this means sending only the properties that fit the specific requirements of the customer, and it benefits everybody. The customer only gets a selection of the best properties for their needs, while the marketer increases the chance of a sale. When promoting high-value products and services, the scattergun approach to marketing becomes ever more ponderous and even less effective. Clemmie allows marketers to combine the immediacy of an email with the impact of a personalised website to connect with customers on an individual level, identifying their key interests through analytics gathered from their interaction with specially selected content.
Provide instant access to the best offers
One of the biggest advantages of the digital age is the increased level of interactivity and, more crucially, the opportunity to give customers the most up-to-date information possible. For businesses today, the ability to provide instant updates can make or break a company. Digital marketing is founded on utilising the medium to increase your brand’s visibility and ensure it’s core values are communicated effectively. This can only happen if marketers ensure they have a system in place that allows content to be updated regularly with relevant information, through the best channels. Google announced recently it will begin downgrading sites that aren’t optimised for mobile. With the number of emails opened on mobile devices increasing by 30% from 2010 to 2015, marketers can’t afford to delay the optimisation process any longer.
For real estate, digital marketing requires a significant investment of time studying the browsing patterns of customers. Taking note of peak times, studying bounce rates and subsequently tailoring content are essential to the marketers routine if they want to deliver the most optimised browsing experience possible. AI has made huge steps in alleviating the time constraints of round-the-clock content updates, but it’s primary use right now is in scheduling content to go live at non-working hours. With a Clemmie InSite, you can provide timely content at any time. Not only this, but thanks to the comprehensive analytics, you can begin to build up a pattern of when your clients are most active, and tailor your communication schedule accordingly.
Target the right audience
According to a study by Digital Trends, 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant. To do this, marketers must first understand who they are marketing to, and why. Drawing up a characteristics tally allows you to objectively compare different clients using similar services (you can find these in the Followers of your counterpart company’s Twitter and Facebook pages). Using these, you can begin to collate details and create an accurate picture of the typical client, and begin to understand the kind of marketing content that would most appeal to them.
Targeting the right audience may seem like one of the simpler aspects of marketing, but it can present a myriad of problems. While a business’ core ethos should remain relatively fixed, marketers have to grasp the static nature of their audience, and the means by which to reach them. This is particularly true for real estate, which requires a keen understanding of the best channels through which to market their brand. For instance, posting multi-million dollar property ads to social media sites usually frequented by 18-25-year-olds is unlikely to yield as much ROI as an ad on a luxury car website. Using web analytics tools gives marketers deeper insights into where their audiences are based, how they come to find the website and what they do when they’re there. It’s then up to the marketer to decide how content should be tailored according to these variables.
Personalise the experience
With all the different channels of communication available today, marketers have more tools to personalise their content than ever before. Email marketing, connecting through social media, and personalised minisites have enabled marketers to connect with their clients on a real, personal level, but also provide their fair share of headaches. While one-to-one marketing comes with its own unique set of challenges, it can also unlock insights into the mind of your target audience. One way to do this is to ensure you are having a conversation with the consumer, not just sharing information with them. It may sound obvious, but by asking consumers directly what they want, you can begin to build a better understanding of who they are and where they fit with your brand. There are so many channels to engage with your audience now, marketers really have no excuse. Despite this, 66% of marketers claim that one of the big obstacles to personalization is securing internal resources to execute personalised marketing programs.
In real estate, there are a number of resources for personalising communications, but they can vary between tools a marketer can’t do without to tools only the creator could love. As a marketer, it’s your duty to stay up-to-date with the latest and best tools at your disposal. Read reviews, talk to other marketers, and, most importantly, don’t be afraid to try out new tools on your own material, albeit in a controlled environment. Clemmie is aiming to usher in a new era of one-to-one marketing personalisation, one in which clients truly feel valued by the brands that interact with them thanks to content completely customised to meet their needs, and a reciprocal element behind the communications that ensures each interaction is a two-way street.