For property investment firms, developers, and real estate agents, digital marketing is critical to success. In addition to this, managing property marketing trends in the digital era may be a challenge, especially since the rapid pace at which things can change. A competitive advantage can only be maintained if you keep up with the times and change your marketing strategy to produce leads.

Intelligent digital marketing is the best way to guarantee that your listings are seen by the right people, allowing you to interact with potential customers. Set out below are the anticipated property marketing trends that are already making headway in 2022.

Social media authenticity

There’s no denying that a strong social media presence is a critical aspect of property marketing these days, but this presence needs to be increasingly handled with great care. In a world that is growing more cynical by the day and people are being saturated with ads and sales pitches, trust is a big factor to consider.

Homebuyers in particular need to know that they can trust the agents and investment introducers, which is why regular postings on social media platforms and quickly responding to questions and comments are very important. Social media interactions are best when they’re about being helpful and not about trying to sell, which can quickly make people distrust each other.

Video tours and photos can also be useful if they aren’t too much and show accurate and relevant information.

Keep website visitors engaged by optimising your website

Like it or not, we live in a fast-paced digital age where customers don’t like to hang around. A substantial percentage of visitors will leave a website if it takes longer than four seconds to load. The first tool you have to help you close better transactions if you’re in the property marketing field is your website, and it should be uncluttered, user-friendly, speedy, and mobile-responsive.

Conversion tracking is a must, so you know what’s working and what isn’t. For example, how many sign up for email, follow the company’s Facebook page or Twitter feed, or make an appointment with a salesperson.

An SEO-friendly design is essential for a successful real estate marketing website (using keywords, metatags, inbound links, a good index, and being mobile-friendly).

Only high-quality images and videos will catch someone’s eye. Take, for instance, the stunning photographs of well-known local monuments and locations that showcase the local area. An effective website should be easy to use, have content that is relevant to the buyer, be linked to email marketing, be kept up to date with new content, and use analytics like Google Analytics to track conversions.

Lastly, by keeping the website uncluttered, you can help avoid the burden of information overload. Websites that are too crammed with large chunks of information and images may cause some to give up before they get started.

Make use of influencer marketing

Traditional marketing techniques have their place, of course, but times have moved on as creative new ways of reaching people are evolving. Influencer marketing should not be conceptually confined to introducing the latest high-tech gadgets but can also play an important role in marketing property.

Successful client relationships are built upon trust, and a good way to help achieve this is through niche influencer campaigns. It’s a specialised area of the market for a specific product or service in the marketing industry. This type of marketing involves working with social media personalities that have carved out their own distinct niches.

Typically, there are three types of marketing influencers:

• Large or mega-influencers, which involve working with celebrities.
• Macro-influencers that involve well-known personalities.
• Micro-influencers who work in a specific market niche

Some property marketers will use a combination of these types of influencers to try and maximise their potential client reach. The surest way to see which the best influencer to use is to ascertain which type best suits the audience you are trying to reach.

Email marketing

Sending emails is still one of the most successful, tried-and-tested ways to reach your target audience. With a conversion rate of 26%, real estate firms that use email marketing can be confident of a return on investment that other methods of real estate marketing simply cannot match.

Growing a warm audience that is easier to convert over time by building an email list is also a reputable method of expanding a database. Another reason why email is better than social media or blogs is that you have complete control over the statistics and can divide your audience, unlike with social media or blogs.

In order to make sure that real estate agents get good leads, they need to have a good digital marketing plan in place first.

Services like MailChimp and Active Campaign – or even utilising LinkedIn to capture leads – allow you to send emails and track the results of your campaigns.

Video tours

Due to the pandemic, which resulted in lockdowns and the shuttering of workplaces, the use of virtual video tools was greatly increased as a means to carry on with engaging with clients. This is not a transient trend but is here to stay.

Virtual video tours are useful for both clients and property agents, as homebuyers can get a better awareness of the property they are going to see in person, and agents are able to help a larger number of clients. Homebuyers can also use the virtual tours as a means to shortlist the properties they want to visit in person without wasting time and expense on lengthy travel.