Digital marketing of a property is nothing new. Websites such as Domain.com.au and RealEstate.com.au have been around for over 10 years and are in the top 50 Australian websites by traffic and can’t be ignored in a real estate campaign.
Around 95% of purchasers seek property via these two websites through different touch points including traditional PCs or laptops, tablets and smart phones.
The other 5% of purchasers are driven to your property come from a variety of sources:
- Agency database contacts – CRM (Customer Relationship Databases) Emailing, SMS and phone calls
- Personal network contact
- Direct print marketing campaigns to surrounding houses, friends, neighbours etc
- Window displays
- Social media
Social Media use in real estate is on the increase with most agencies maintaining multiple platforms including Twitter, Facebook, Pinterest, YouTube, Vimeo and LinkedIn. The highly visual nature of property campaigns makes graphic content extremely important across these platforms.
Property writer Jonathan Chancellor recently shared a story on Property Observer about the rise of the use of social media and digital marketing.
In Tweeting over the humble white picket fence @17BanksiaStreet highlights ever expanding digital era, Jonathan brought attention to a house in Melbourne with its own Twitter account. The Twitter account is sharing inspection times and the link to its web listing, and although it only had 11 followers before Jonathon’s article, the Twitter account is now up to 52 followers and climbing since the story was published.
It’s important to realise that Twitter, along with other social media platforms, won’t reach as large an audience as a Domain or RealEstate listing, but it is a growing segment and these platforms complement traditional on and off-line marketing.
Jonathan also noted the increase in digital advertising spend in real estate. “…real estate experienced its strongest result on record for Australian online advertising in the March quarter as the property industry ramped up its digital spending.”
The only two sectors ahead of real estate in digital spending are the Motor Vehicle and Finance industry.
Engagement with the market through social media and digital marketing in real estate is only going to increase. How agencies use these platforms to connect with property sellers, buyers and owners will become the differentiator.
Andrew Bruce & Samia Malouf
Riverview Realty is a boutique agency focused on achieving the maximum price, with a client engagement that is above the industry standard. We call it the “Ultimate Experience” which forms part of our unique selling proposition.
Ph. 02 9420 0083, 59 Tambourine Bay Road, Riverview.
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