The secret to selling property online? Great and authentic content + awesome social media strategy!
Ok ……maybe you won’t actually make the sale online – you will still need to have good salespeople and be able to close, but this is how you generate quality leads online.
The property industry is prolific at generating content. Every project has literally reams of content written for it come launch date. Website content, brochures, sales kits, press releases, realestate.com.au ad’s…. the list goes on and on.
And now all of that same content is going on social media – facebook, twitter and more. And people wonder why this content doesn’t work. Time and time again I am told by property industry professionals that social media doesn’t work. The answer isn’t that it doesn’t work, its just that you are doing it all wrong. Let me tell you why!
Social media, and the crazy amount of content that is constantly being pushed out into the Internet of things, is changing fundamentally how consumers choose suppliers. In the case of property, how consumers find and buy property.
Gen Y’s, Millennials, and an increasing number of Gen X’s are savvy enough to recognise marketing spin when they see it. They are now looking for authentic content they can trust. Even more than this, they are looking for genuine and trusted relationships with the organsiations they buy from.
So when you push out another PR article on Facebook, don’t be surprised when you get no likes and no responses. Consumers can see through the marketing spin and quickly discount it. Yes they are hungry for content, but if they wanted marketing spin and self-aggrandising claims they would visit Buzzfeed – not your site (sorry Buzzfeed!).
I encourage you to read this article in Fast Company, “the only lasting competitive advantage is extreme trust”. Whilst this article talks about trust in the context of e-commerce, it is spot on when it comes to consumer behaviour online. E-commerce is, and will continue to be, the pointy end of selling online. This is a true transaction and companies like Amazon are genuinely recreating the sales and marketing process to build the trust required to get people to part with a lot of money over the internet. We all can watch and learn from what they do right; and wrong of course. Then we need to start applying this to how we do property sales and marketing.
The property industry, and in particular the off-the-plan property industry, has to start changing. Consumers no longer trust your advertisements. They want, and need, more. They want authentic content and ultimately they want a long term and trusting relationship with you. Sound like music to your ears? It should! Imagine a loyal customer base who can’t wait to hear from you, love reading or watching what you send out, is a repeat customer and most importantly of all, happily refers you to their friends and family.
Since I started out providing digital solutions to the property industry 20 years ago this is what we have been striving for. A 1-1 relationship with our customer which – let me repeat –
can’t wait to hear from you, love reading or watching what you send out, is a repeat customer and most importantly of all, happily refers you to their friends and family.
From a technical perspective, content marketing and social media is the first genuine opportunity for you to create these types of relationships on an industrial scale. You can now genuinely aim to have these types of relationships with hundreds and even thousands of consumers. It is possible and you should be starting on this journey. It won’t be easy, and it certainly will not be fast, but it is the future of project marketing.
The first step, of many, is building an online persona / reputation of authenticity and trust. Just like in the offline world, this takes a lot of time and effort. So it is all a question of getting started – sooner rather than later.
So how can we help?
- PropertyMash.com – this is our new off-the-plan property portal that is all about content marketing and trust. We have a team of journalists who create independent and authentic content that property buyers can trust and rely upon when searching for property. We also publish authentic content that you produce that will help you build your online persona / reputation.
PropertyMash.com is a whole new way for the property industry to communicate with buyers. We will be pushing content through our portal, social media channels and also into key international markets such as China, Hong Kong and Singapore to enable the property industry to reach out and communicate in new ways.
Ultimately, PropertyMash.com will generate for you enquiries that are from buyers who are highly qualified and genuine.
So if you have off-the-plan projects for sale, please get in touch.
- Social Marketing for you. Brightfox has a whole social marketing team and we can bring to your project that same expertise that is behind PropertyMash.com. We have our own digital marketing experts and content writers inhouse. So whether is it generating quality content, integrated landing pages to optimise conversion, facebook advertising, re-targeting, Weibo or WeChat, Adwords, Instagram….. you get the idea, we do it. Ultimately this means we generate for you quality leads.