How Digital Marketing Sells Luxury Real Estate
Every real estate brand has a unique story to tell, and buyers are now turning to digital channels more than ever to invest in their next property. Luxury communities need more than typical real estate marketing, which means they also need a marketing partner familiar with the psychology of the high-end buyer to reach those buyers and promote the value of the brand’.
Real estate, by nature, is an ever-evolving industry, and one must understand the changing nature of the industry in order to succeed. It’s not enough to build an elegant property and expect it to lease out based on location and price alone. You must understand your property’s audiences and their motivations, and apply those to your brand strategy, according to Forbes.
These days, potential buyers are interested in a property’s brand story. In short, a property’s brand and reputation should be considered equally as important as its facade and floor plan. While physical touch points still matter, so too does the brand’s online presence. From the results and reviews audiences see in search engines to the experience they have on your website, a perception of your property exists long before a potential buyer ever signals his or her interest.
Earlier this year, our agency created a comprehensive sales and digital marketing strategy for a luxury residential real estate client in the Dominican Republic. A key component of the program was to increase brand awareness among potential buyers interested in luxury villas in the Dominican Republic utilizing a specific niche of influencers. The first 60 days of the campaign resulted in multiple placements on international travel bloggers’ websites that receive over 4,800 monthly pageviews. By creating custom tracking links, we were able to track the client’s website traffic from each placement.
To capitalize on the success of the influencer outreach campaign, our team also created a comprehensive lead generation program for the client. In just a few months, our efforts generated more than 26,000 sessions on the client’s sales landing page; 12 survey responses, 29 contact requests and 14 phone calls by utilizing digital advertising. Additionally, we set up custom lead generation tracking and launched a sweepstakes campaign with complementary brands, resulting in 14,000 new emails from subscribers who opted-in.
In addition, we also sent two of our most experienced digital storytellers to the Caribbean to capture photos, videos, 360-degree walkthroughs and original content for social media and digital ads. Their stories were turned into blogs and personal experiences about the culture, activities and various available properties.