There was a recent report from eMarketer that didn’t receive much coverage in Australia. It should have.
The results are a game-changer for anyone in business today, including real estate.
This year, for the first time ever, digital ad spend will surpass TV and print in the United States, with Google and Facebook continuing their dominance of the digital ad market.
This is a complete transformation of how marketers spend their advertising dollars to try and capture consumers attention. Given Australian trends follow the United States, the increase in digital advertising matters.
Marketing has been completely changed by technology in the past 10-15 years. This has had an impact on every industry from retail to real estate to trades and services. As peoples attention has moved from traditional formats like print – yellow pages, newspaper classifieds – digital laggards have been punished and digital innovators have been rewarded.
The Importance of Digital Marketing in Real Estate
Amazingly, at Plezzel, we continue to meet with businesses that invest thousands of dollars every year in print and printed letterbox drops. The key decision makers question whether you can generate leads from digital marketing and feel that Real Estate is an “offline” business. With 15m Australians actively using Facebook, there is no such thing as an offline business. Consider the following metrics:
Australian Population penetration
- 6 in 10 Australians use Facebook
- 1 in 2 Australians use Facebook on a daily basis
- 1 in 2 Australians use YouTube
- 1 in 3 Australians use Instagram
- 1 in 4 Australians use Snapchat
People may buy or lease a property in person, but they do their research online.
Capturing their attention during the critical research period with relevant advertising will provide agencies with a competitive advantage.
Transition Your Marketing Budget to Digital
In 2018, 99 per cent of millennials and 89 per cent of baby boomers used digital channels to search for property. If you want to target people where they spend the most time, then investing in digital makes commercial sense.
Importantly, this goes beyond the traditional real estate portals, and includes the websites and apps where people spend the most time – Facebook, Instagram, Google.
Digital marketing has helped level the playing field in a competitive market. Digital marketing rewards focused effort, not huge budgets, meaning small and medium sized businesses in local markets can compete for their share of consumers mindsets. To succeed, it is imperative to understand what resonates with your audience, who the right audience is, what ads offer value, and the right segmentation strategy.
Simply: you need to show the right ad to the right person.
Get Great Results From Digital Marketing
At Plezzel, we utilise a powerful data -powered platform to create tailored digital strategies to achieve marketing goals for our customers. Our digital marketing delivers fantastic results for our clients. In 2019, we have
- – Generated thousands of low-cost buyer leads in a market where buyer enquiries have been declining.
- – Generated thousands of seller and investor leads from our platform and digital advertising.
- – Used digital channels to significantly increase website traffic and website leads.
- – Grew the digital brand presence of our customers with increased engagement, followers, click-throughs, and interactions.
- – Consistently generated more leads than the real estate portals and traditional advertising channels.
And this is only the beginning. Digital is transforming real estate because it is the most efficient and cost effective channel to market your business to people in your local area.
If you’re not committing seriously to digital, it’s time you did.
Want to find out how your marketing could be more effective? Get in touch with the experts at Plezzel.
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