2017 real estate marketing trends
TRANSCRIPT
2017 Real EstateMarketing
Trendswith Tips to Try Today
Presenting Today
Amanda JarrellDigital Marketing Manager
Jonathan OldacreContent Marketing Specialist
Real estate marketing simplified.
Today’s Agenda● Why digital marketing?● Video trends● Social media trends● Content curation (and distribution)● Virtual Reality● Marketing Automation● Free Gift + offer● Q + A
Pop Quiz
How comfortable are you with digital
marketing?
DIGITAL MARKETING
2017 Trends“Almost nine out of 10 buyers (87%) use an online resource at some point in their search for a home to buy.”
Source: Zillow Group’s Consumer Housing Trends Report
VIDEO
Video
Source: Facebook
Video● Attention● Engagement● Branding opportunity● Value to clients● Helps differentiate you● Home buyers expect video
Staged Video
Live Video
Is Live Video Really Trending?
Source: Facebook
Vertical Video
Tips for Video● Know your audience● Interviews● How-to videos● Local business reviews● Live-streams (open houses, etc…)● Listing videos● Agent promotion● Neighborhood videos● Testimonials
SOCIAL MEDIA
Social Media SearchLast year, Facebook reported seeing “2 billion searches per day.” Compare that to Google’s claim of “3.5 billion searches per day”.
Source: Buffer
Tips for Social Media● To be found, you must be there!● Complete your business page● Build your audience● Be active● Be engaged● Be social● Pay-to-play
Social Advertising
Pay-to-Play Options● Likes● Reach● Brand awareness● Local awareness● Website traffic● Engagement● Video views● Conversions● Increase followers
Tips for Social Media Advertising● Use free social media to beta-test
paid● Experiment● Use Facebook ads’ analytics● Start small: boost a post● Convert Instagram to a business
profile● Track your results● Make adjustments● Evaluate ROI
CONTENT
People Want “the Answer”
Image Source: YouTube
CONTENT
Niche Curation
Stacy DeBroff“We find ourselves awash with more information than has ever been available to us as humans, and we simply can’t process it. As a result, we’ve increasingly come to rely not just on curated information, but on the people we most trust to curate this information for us.”
Source: Forbes
Tips for Content Curation● Become the “digital mayor” of your
town● Create highly local content● Interview local business owners● Blog about a town event● Don’t be “safe and vanilla”● Start small. Pick a medium that is
fun for you.● Study influencers
Phil Greely“Too many real estate agents keep their digital marketing safe and vanilla. In other words, their marketing is too general and boring…”
“…Pick one medium that speaks to you and is fun for you to execute. Blog, vlog, podcast, Instagram…”
VIRTUAL REALITY
VR: Pros vs. Cons● Immersive + engaging virtual
tours (Matterport + Immoviewer-) Pro
● Mass appeal- Con● Travel conveniences- Pro● In-chair vs. On-site showings- Con● Luxury brands + listings- Pro● Average, every day listings- Con
Tips for Virtual Reality● Use alternatives● Video marketing● Immersive content- 360º photos /
Facebook 360º ads● Google Street View can help create a
360º photosphere
AUTOMATION
Image Source: Coca Cola
Automation + Personalization
Tips for Marketing Automation● Automate anything that can be
automated● Include personalization● Engage regularly on social media● Unite on- and offline marketing
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