Planning your marketing strategy for 2021? Here are the top five things you need to consider:
1.) The shift in the buyer’s journey began long before Covid-19
However, the pandemic has redefined how marketers address the need for personalized, relevant, and timely digital interactions throughout every stage of the sales funnel. With 75% of the sale happening before the buyer ever contacts the community, 80% of today’s consumer expecting responses to their questions or comments within hours, and the tremendous growth in consumer’s online usage, savvy digital marketers recognize the need for strategic content creation for each stage of the buyer’s journey, content based on digital insight, measured engagement, and consumer intent.
2.) Is your digital paid media diversified based on your sales goals?
The primary purpose of real estate advertising is to sell properties; however, where you are in your development life-cycle could influence what tools you need to have in your digital toolbox. For example, if you are launching a new community you will need a strategy that is heavily weighted for creating and growing brand awareness. If you are at the stage of development where the focus is to increase tempo sales, a strategy weighted heavily in remarketing and Google Display would be required. Before you can determine the blend of digital tactics and the level of spend needed, the first step is to create a digital strategy based on clear objectives, as part of your overall Marketing Plan.
3.) The importance of consistency—spend and content
Since the pandemic, there have been dramatic shifts in online usage patterns that should be considered in your 2021 planning. Changes in consumer purchase behaviors and media consumption have resulted in significant increases to digital media platforms for research (science, business, health), news, productivity, entertainment, and social connectivity. At the onset of Covid-19 many brands chose to pull marketing dollars where they could, digital spend being the easiest cut. Once brands understood the exponential growth in online usage, budgets were re-instated, but much ground was lost. Brands that remained in market saw increases in impression share and Google Authority ranking, and lower ad costs. Brands that kept spend consistent, and continued to create relevant, timely and authentic content received the largest gains. Creating fresh content positively impacts SEO, builds site traffic, increases search authority, frequent site indexing, and establishes creditability. The morale of the story—maintaining consistency is a critical factor in marketing success. Maintaining consistency within the marketplace ensures you are top-of-mind throughout the buying funnel—through awareness to consideration to intent, and finally through evaluation and purchase.
4.) Do you have an omni-channel marketing strategy?
Today buyers are very interested in being able to self-educate on a new home or community. They want to search for information where, when, and how they want. Consumers expect to communicate with you how it is most convenient for them, not you. No matter how they choose to communicate (text, email, social, phone, in-person, chatbot), they expect a personalized, consistent, and seamless experience across all channels and devices. A successful omnichannel marketing strategy will dramatically increase customer experience ratings, reviews, create brand ambassadors, and grow positive social engagement. Each of these factors contributes to search engine ranking authority or search visibility.
5.) Have you heard of Fast-vertising?
It is a term recently coined by Ryan Reynolds on his approach to advertising, the need to be quick-paced, and in the moment. Although this is approach is nothing new to Real Estate marketers, this trending buzzword reinforces the value of an agile, experienced, and consumer-focused marketing team. Working with a trusted partner who has in-depth knowledge of your brand, sales goals, and market insights, means getting into market quicker—less time is spent on discovery and hand-holding, more time for developing creative solutions.