Developers have a powerful marketing tool when they use the internet. With an online presence and advertisement becoming ever more crucial to the success of sales, developers must also use the internet wisely to make a solid online marketing strategy that will help them sell more properties. Overall, online marketing for developers is very similar to the online marketing strategy for any other business.
Developers need to tailor their online marketing strategy to effectively sell real estate developments. The four main cornerstones to establish are:
- Define your marketing needs
- Have a website
- Define your brand
- Use SEO to your advantage
It is best not to run and start your online marketing blindly, but to be organized with your goals. What are your sales objectives? What are your project timelines? What goals signify success for you? Are you selling pre-development or post-development? All these questions will lead to answers that will flesh out your marketing needs.
Ask yourself “What am I promoting?”
Firstly, developers often have to advertise a property that is not yet built. Giving your potential buyers a vision for the finalized product is crucial. Adapting your advertisement to creating a vision for the final product, often using architectural art and good property descriptions, are all worth it to bring in buyers. You must also have your advertisements to adapt to all the stages of development.
Email updates to your customers about upcoming projects or what has just been completed will spread the word about your newest products. Discussing new home construction models that buyers can explore are also a good way to generate interest for future sales. As a developer, the more information you give on what you can offer, the better you will fare.
Have a great website
Today, if your business doesn’t have a website, it is almost as if it doesn’t exist. In 2016 having a website is just as important as having a brick and mortar office. In fact, users are likely to visit your website before they meet you in person.
Since many people are highly influenced by their first impressions, your website should make a grand appearance. Make the investment to give your page a sleek, professional, and streamlined design that is easy to navigate. In short, this is an aspect you need to invest in just like you would remodel the interior of your office. You need to make sure your website is professional looking to make you look professional.
Also, make sure your website optimized for mobile devices. If users have to swipe horizontally to see the entirety of your page, then you are doing it wrong. When users cannot navigate your website easily, they lose interest and leave your page.
Everything on your website needs to reflect the tone and value of your brand. Your blog must post topics that are relevant to your field and interest, equipped with high-res images that grab your audience’s attention. Overall, design your website to sell your company and brand.
Promoting your Brand
Your brand explains who you are. Presenting your business and its values to your customers is important in building trust and helps you connect with them. Through your website’s design, the quality of your work, and services you provide, you are able to communicate the fundamentals of your business to everyone.
Set up your tone, color scheme, logo, customer persona, and make a style guide for your web designer to follow. The key to your brand is consistency. You don’t want to use one font one month and then change it to another the following month, confusing your clients. Stay the same in your customers’ minds so you can build a long relationship with a solid reputation and image.
Your customers will develop a set of expectations toward your brand. If change must occur, do it gradually and with intentionality. Remember as you grow as a business, you must constantly balance your values, your customers’ expectations, and your product.
Search Engine Optimization (SEO)
By using SEO, you will make your website rank higher in search engine results. SEO isn’t a one-dimensional formula, however, because search engine algorithms are always changing. Therefore, you must keep up with the latest guidelines on being current and visible on search engine results.
There are some tricks that currently work in ranking pages higher. By having a blog that uses the popular keyword phrases in its content, you can drive local traffic to your business. For example, if you develop new constructions in Stockholm, then the keywords “new constructions in Stockholm”, “Sweden new construction,” “Developers in Stockholm” within the text of your blog will help your page rank higher when someone on the internet searches for a similar phrase.
Your website should also have a meta description with the main keywords that describe your business. Where are you located? What do you specialize in developing? Keep this between 150-160 characters to optimize the search results. Finally, you should also make sure your business’ information is current on directories like Yelp and Google Maps because these will also show up on search results.