Adam Artman

Leveraging online marketing tools to sell condos

Adam Artman, founder, UrbanForm
Monday, March 3, 2014

How can developers and real estate agents leverage online marketing tools to drive sales?

Real estate developers, brokers and agents have been concentrating their marketing efforts around multi-channel marketing initiatives for years. They are increasingly embracing online tools to promote projects and engage with potential buyers.

Social networks: mass distribution

Social media is becoming a preferred method of marketing, as it delivers content and updates to captive audiences, spreading information like wildfire.

As much as 94 per cent of buyers search and shop for properties over the Internet. This is why it is imperative for sellers to adopt effective online promotional tools. Social media use among realtors grew from 32 per cent in 2008 to 84 per cent in 2009.

Major social platforms (Twitter, Facebook, LinkedIn, Google+ and Foursquare) are compatible with a variety of mobile devices and can be used to target buyers based on geolocation, real-time data and trend tracking.

Online posts can target demographic groups directly, while promotions can target demographic groups indirectly via websites that are trafficked by a specific age group.

Social media can make a significant difference when paired with a well-defined strategy that includes other tools.

Google: contextual data

Google tools, such as Adwords, will showcase properties as textual ads based on keyword searches. These ads will appear on both Google and countless websites that are a part of Google’s massive display network.

Content-sharing tools: visual showcasing

Tools such as YouTube and Instagram allow users to create custom channels that showcase videos of company executives and agents, property walkthroughs and photos. When combined with social networks, views can grow exponentially.

Multifunctional tools

Multifunctional tools (services like Walk Score or Zillow) are extremely powerful in combining up-to-date content, interactivity, trend reporting and direct integration with social networks. These tools help close the gap between sellers and buyers, allowing sellers to understand buyer trends, while simultaneously allowing buyers to interact with properties and offering a sales centre experience online.

Targeting simplified, up-to-date content to a captive audience, and connecting buyers and sellers using social networks and interactive experiences, is a simple and effective way to gather data and drive sales.

Adam Artman is the founder of the real estate marketing platform UrbanForm. He is an inventor, innovator and driving force behind award-winning technologies utilized in the public space.

3 thoughts on “Leveraging online marketing tools to sell condos

  1. As an advertiser, one of the coolest features now availabe on PPC ads to mobile devices is the Click-to-Call feature. Now you can generate inbound lead calls to your business and all prospects have to do is click one button on their phone when they see your ad. Once you’ve got it setup, all you have to do is optimize your ads to generate increasingly more calls. You can actually even track calls, but that’s technical.

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