Realtor Wanting to Improve Marketing

Real estate advertising can become a driving force for a company’s success and increase customer flow. Or it can just drain the budget, bringing no improvements to the business at all. Why some realty experts face the second situation while others succeed in marketing their services? After all, in both cases, they do pretty the same things. They launch a firm’s website and share info on listings. They also probably run a blog, establish social media presence, send marketing emails to clients, and so on. 

The thing is that effective advertising requires a complex and smart approach. To promote listings successfully, one needs to develop a well-thought-out plan and implement only the best marketing ideas for real estate. Leaving things to chance never works with advertising. So, realty experts should be aware in advance about the right strategies as well as pitfalls that must be avoided at all costs. 

In this article, we gathered 7 most common mistakes that real estate companies make when promoting their services. Check your advertising strategy for these errors to bring your business to the success it deserves!

#1. Neglecting social media strategy

Social Media Platforms for Real Estate Advertising

One might think that keeping a profile active by sharing updates daily or weekly is enough to succeed in SMM. However, the quality of content matters no less than its quantity. Posting chaotically is never a good idea for real estate advertising. When there’s no well-structured content plan, a company can easily turn the social media followers off. Why so? The thing is that without an appropriate content plan, it’s easy to overdo on some types of content and miss out on other ones. 

For example, if there’s a lack of educational and entertaining posts, such as blog articles, industry news, and quizzes, a company won’t build trust with their followers. While missing out on content that promotes services and shows listings results in losing potential clients. It will happen because the audience will start to forget what the page is actually all about. So, setting clear goals and keeping content balanced and aligned with them is the only way to make SMM effective.

#2. Addressing undefined audience

Realtor Targetting a Specific Group of Customers

In addition to highlighting the beauty of design, 3D animation is perfect for showcasing technical details, like size and orientation, layout, placement, zoning, etc. Also, it educates potential clients on the purpose of each design element and answers the questions why it’s here and how they will benefit from it.

Thus, the animation can show how exactly a contemporary fireplace built into the wall will work and why it’s the best solution for that sleek-lined living room interior. Or how the fountain will adorn the backyard – with jets of crystal clear water happily sparkling in the sunlight.

In addition, architectural animation for presentation can showcase the project in day and nightlight, as well as show the transition between these states. This way, it will be easy to demonstrate the functions that rely on the time of day. For instance, how outdoor and indoor lighting illuminating the area.

#3. Not taking advantage of video marketing

Experienced advertising experts know that video content is the most appealing for the audience. And this knowledge is supported by numbers. For instance, did you know that videos boost organic traffic from SERPs by 157%? Considering these impressive statistics, it is obvious that videos must be utilized by any kind of business, including realty firms. 

There are many channels where video content may come in handy for real estate advertising. These include the company’s social media, website, email newsletters, digital ads, displays, TV, and so on. Opportunities are numerous, and the profit brought by them relies on the quality of the promotional video. 

However, promoting properties with top-notch videos is not always a piece of cake. Oftentimes, a house or an apartment that needs to be sold is still under construction. Which means that it is currently impossible to shoot a nice-looking video of a property. In such a case, real estate professionals should opt for 3D architectural walkthrough services. Skilled 3D artists who work in CGI companies can visualize any building in photoreal quality before it is constructed. For this, they would only need drawings, sketches, and material references. So, with the help of 3D visualization, real estate companies can successfully use video marketing even for unfinished properties.

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#4. Posting low-quality images

A Client of a Realtor Looking at Listings

Real estate advertising relies heavily on attractive visuals. That is because customers need to see a property to formulate an opinion about it in the first place. If they see amateurish pictures, showing poorly lit rooms from unflattering angles, they will not get interested. So, using high-quality professional photos is a no-brainer. 

However, this option is not always available. As it was mentioned before, sometimes marketed properties are still under construction. And there is no sense in photographing them at this stage. So, what to do? The best solution here will be to contact a CGI studio for real estate 3D renderings. These photoreal computer-generated images can show how a house or an apartment will look in the future. As they can hardly be distinguished from real-life photos, the viewers will not notice any difference. 

#5. Having a poorly designed landing page

A Realtor Concerned with His Website Quality

A landing page of a real estate company must be not less than outstanding. Otherwise, it will fail its mission of converting traffic into leads. So, what are the signs of a poorly made real estate landing page? First of all, it is a cluttered interface. If a viewer easily gets lost in numerous design elements and cannot figure out intuitively what to do next, they will just close this web page. Another sign of poor design is the disharmonized color scheme, which makes a page uncomfortable to look at. 

There are more red flags of an ineffective landing page. If a page has no lead capture form, isn’t mobile-optimized, or doesn’t communicate the main message and call to action clearly, it won’t work properly. Avoiding these mistakes or fixing them will make a good contribution to real estate advertising effectiveness.

Using engaging visuals on a landing page is an absolute must. Statistics show that video content, such as autoplay background videos, is the most effective. Such type of content can increase conversion by up to 80%

#6. Overlooking digital innovations

Stages of Rendering a 3D Scene

More than 90% of house buyers start their search for a home on the web. And 97% of them say that visuals play a key role in the decision-making process. Therefore, visual content used for real estate advertising must present a property in the best light. But sometimes properties look unappealing because they are empty, with no furniture and decor, or need a renovation. To make them look more attractive, a real estate agent might opt for staging. But this option is quite expensive because it requires renting furnishings. And no one can guarantee that the target audience will absolutely love the staging design. 

In such cases, digital technologies can be a game-changer. For instance, virtual staging solves both the above-mentioned issues. It eliminates the need to pay for real furniture and decor to stage a room. Also, it leaves space for easy changes to the design. To take benefit from virtual staging, a realtor just needs to send photos of the house to a CGI studio. Then, professional 3D artists will visualize it in photoreal images with new interior design. This way, it is possible to showcase the potential of the space without risks and extra costs.

Digital technologies provide one more wonderful option, which is creating a 3D virtual tour of the house. Unlike still images, interactive virtual tours give viewers an immersive experience. This way, a prospect can get the feeling of the space with ease. It helps potential buyers imagine themselves living in this property, which can sway their decision towards buying it.

#7. Relying on weak copy

Realtor Improving Marketing with Copywriting

There’s been said a lot about the importance of visuals in real estate advertising. But in this business, they go hand in hand with good copy and property description. A well-written, informative text will only add up to the effect of quality images and videos. While weak copy can reduce the effect of the marketing efforts almost to zero. So, whether it’s a long blog post with tips for the first-time homebuyers or a three-word slogan promoting a new residential complex, it should be excellently written. This is why realty companies should hire skilled copywriters.

To make advertising of real estate effective, realtors should avoid 7 detrimental mistakes. They shouldn’t forget to develop a strong social media strategy and to research their clients. They need to keep up with the times and use modern digital assets like 3D virtual tours and digital staging. Professional realtors should never share poorly made photos and videos. Also, they should invest in the creation of well-designed landing pages and never rely on weak copy.

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To promote and sell properties with success, a realtor should research the target audience in the first place. This will help to understand which type of advertising content will catch their attention. Also, it is vital to have a well-designed website, promote services in social media, and on well-known platforms like Zillow and Trulia. Other important points are sharing only the best quality visuals and creating educational and entertaining content along with regular ads. 

To land as more deals as possible, a realtor should promote properties through both online and offline channels. The former includes a company’s website, social media, platforms like Zillow and Trulia, and marketing emails. As for the offline channels, it is wise to make use of city banners, TV, and radio. Also, it is highly recommended to encourage referrals. 

To increase real estate sales, a realtor should optimize their marketing strategy. This might include creating high-quality visuals and copy for a website and real estate platforms, investing in social media marketing, running a blog, organizing webinars. It is also very important to share clients’ testimonials to build trust with prospects. 

CG imagery and animations are a true gift for realtors who deal with unfinished properties. 3D visualization technology allows them to show the future look of houses before they are built, allowing for more effective marketing.

Catherine Paul
Content Writer, Editor

Catherine is a content writer and editor. In her articles, she explains how CGI is transforming the world of architecture and design. Outside of office, she enjoys yoga, travelling, and watching horrors.

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