Katie Russell, Author at Real estate marketing - Page 2 of 12

Archive for Katie Russell

Write it Down: Why You Need a Digital Marketing Strategy

Write it Down: Why You Need a Digital Marketing Strategy

Having a documented digital marketing strategy increases brand awareness and provides a starting point for in-depth analytics. 


  • A digital marketing strategy should be clearly documented, enabling you to fine-tune and adjust sections — or the entire document — in response to analytics.  
  • From social media channels to blogs, enhanced customer engagement enables real estate brands to open a two-way communication with potential buyers (and renters).
  • A clearly articulated digital marketing strategy is the foundation of generating qualified real estate leads.

Digital marketing for real estate has become mandatory in recent years. With over 3.2 billion users globally, the internet has opened up countless opportunities for brands to connect with new and growing audiences — and the real estate industry has benefited in a major way.  According to recent market surveys, 92% of potential buyers do vigorous research online before making a home purchase.  

With luxury development projectson the rise in the Boston area as well as other metros across the countrya digital marketing strategy can give developers a competitive edge.  Note: The strategy should be clearly documented, enabling you to fine-tune and adjust sections — or the entire document — in response to analytics.  

Benefits of a documented digital marketing strategy 

Brand building 

To succeed in the highly competitive and dynamic real estate industry, you need a strong and reputable online presence. Using tools like workflows, search engine optimization, and social media, real estate marketers can grow brand awareness. Digital marketing allows you to attract potential buyers from a global market. From social media channels to blogs, enhanced customer engagement enables real estate brands to open a two-way communication with potential buyers (and renters). 

Higher conversion rate 

Digital marketing fosters a higher conversion rate of people who visit websites or social media platforms. Why? A well-designed digital marketing strategy nurtures leads and gives them reasons to return to your platforms where pointed calls-to-action and landing pages can capture their information. Establishing your online presence will help you showcase your luxury projects, allowing home buyers to explore purchasing options. Developers with updated and informed content increase their chances of engaging potential customers who are property hunting online 

Increased exposure 

It’s no secret that digital marketing helps expand organic reach and increases exposure to new audiences. Geolocation marketing takes it a step further, letting marketers customize content for specific target audiences based on their physical location. Paid advertising on Facebook and Google, for instance, includes this feature. Put to practice, it means your ads target people in certain regions (geo-targeting is based on the visitor’s IP addressor when they enter certain areas that can be as narrow as a neighborhood or a few streets (geo-fencing uses a device’s GPS location). 

Lower acquisition costs 

Digital marketing offers real estate marketers costeffective options compared to traditional marketing methods. For example, in a matchup ocost per lead, digital marketing comes out on top 

Performance analysis 

Digital marketing offers several analytics tools, such as Google Analytics, that help you track your marketing performance. Tracking your performance online will allow you to understand the nature of the market and the specific techniques that work for your audience. By monitoring keywords, search trends, and search volume, you can determine which keywords to use when optimizing your website.  

clearly articulated digital marketing strategy is the foundation of generating qualified real estate leadsWrite it down. Refer to it. Let analytics drive changeThat’s how you stand out from the competition. 

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Archive for Katie Russell

Top Real Estate Marketing Trends 2019

Top Real Estate Marketing Trends 2019

Here are the top real estate marketing trends for 2019, including video, personalized content, and authenticity.


  • The popularity of video is still on the rise. Part of what makes video such an appealing form of content is its shareability, which drives organic traffic.
  • Marketers should use social media platforms to engage with followers through compelling content.
  • Foster creativity in your content through benchmarking and researching competitors.

It’s the start of a new year, and that means savvy marketers are looking to stay ahead of the curve. These top real estate marketing trends are what we see coming for 2019.

1) It’s all about the video

We can’t stress it enough: video is here to stay, and it’s time your business starts embracing it.

Part of what makes video such an appealing form of content is its shareability, which drives organic traffic. Creating appealing, engaging video is an ideal way to make your target audience material to share with their network, with the potential to expand your reach exponentially.

2) Social media users are craving authenticity

Let your social media platforms be places where you engage your followers through compelling content that says something about the culture of your business and your passion for real estate.

3) Keep it personal

Much as users are seeking authenticity from marketing on social media, your potential clients will respond all the better to personalized content and relationship-building. Whenever you can, add a personal touch to your communication with your audience.

4) Get creative

One thing we can say for certain about the new year, and the future of real estate marketing going forward, is that creativity is going to be key. Being aware of trends, benchmarking your marketing efforts against those of your competitors, reading industry blogs, and listening to your client-base are just a few key ways to foster creativity.

To learn more, visit us at froneticsrealestate.com

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Archive for Katie Russell

PPC 101: The Basics of Pay-Per-Click Advertising

PPC 101: The Basics of Pay-Per-Click Advertising

Discover the power of PPC marketing and how it can be used to get in front of more people without spending a fortune on leads.


  • PPC means that you’re not going to spend a fortune to get your luxury property in front of potential renters and buyers.
  • PPC allows you to customize the cost of what you spend per click based on the size of the ad, the prominence on the site, and how popular the website is.
  • You’ll spend less per lead using PPC marketing, which is why it is one of the more popular paid marketing plans available.

PPC marketing has been around for a while. Whether you know a little or a lot, we’re here to tell you more. If you’ve thought about using PPC to market your business, we’re here to help.

Let’s start by learning what PPC is and get a basic understanding of how this form of advertising can work for you.

What is PPC?

PPC stands for pay-per-click. It means that you’re not going to spend a fortune to get your luxury development in front of potential renters and buyers. Instead, you’re only going to pay for the clicks that are actually made to your landing page.

When you’re trying to figure out what type of marketing you want to use, PPC works because it’s paid. It ensures that you reach people who you wouldn’t ordinarily see your brand. Particularly when you’re tapping into a new niche, it can be beneficial to spend money because it will make it possible to get the leads that you need.

When it comes to gaining marketing leads, there are several forms of marketing that can be beneficial. This includes a great-looking website, social media, and paid advertising, which should include PPC.

How does PPC work?

PPC is so much more than paying to have your ad on a particular website. You don’t want to spend thousands of dollars to put your ad on a website only for it to sit there without traffic. PPC allows you to customize the cost of what you spend per click based on the size of the ad, the prominence on the site, and how popular the website is.

There are different types of PPC, such as search ads and display ads. This determines where your ad is going to go. A variety of ad networks will make it easy for you to find a home for your ads. Google Ads is one of the most popular ones that you can use. Bing and Microsoft have their own versions, too. With display ads, you’re able to choose the graphics as well as where the ad leads to, whether it’s a homepage or a specific landing page.

You only pay when someone clicks on the ad. If your ad is shown to 1,000 people and only 10 people click on it, the only expense is the cost of 10 clicks. This ensures that the overall marketing cost is lower. You’ll spend less per lead using PPC marketing, which is why it is one of the more popular paid marketing plans available.

Particularly within the luxury development industry, the cost per lead is going to be a little higher while still allowing you to get a great return on investment. Some keywords will cost more than others. Further, where the keywords are being placed can cost more.

A budget can be created to stay in control of what you spend. The cost is usually identified as per day or per month. Once you have reached your allotted budget for the timeframe, the ad network will turn your ads off so that no more money is spent.

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Top 6 Effective Digital Marketing Strategies For 2019

Top 6 Effective Digital Marketing Strategies For 2019

As a real estate marketer, you want to be at a competitive advantage. To sell properties fasterhere are six digital marketing strategies to get your properties in front of your competitors. 

When it comes to real estate marketing, the same concepts apply. Everybody wants to know what the competition is doing differently. To drive sales, you have to look at your performance and make changes where necessary.  

The trick is to look at key performance indicators (KPIs) such as website traffic, conversion rate, market share growth, purchaser rate, and social media engagement as benchmarks to measure your progress. But there is more to real estate digital marketing than just looking at your website traffic. 

Here are six of the top digital approaches that work for real estate. 

1. Optimize your website 

As of July 2019, there are 4.33 billion active internet users, most of whom come from the United States. This means almost everyone, including those searching for luxury developmentsis using the internet to do research and find properties to purchase. Therefore, the importance of having a professional website cannot be emphasized enough. In fact, many luxury real estate firms are using digital media to show their properties online. 

Recent data from the National Association of Realtors backs this up: 

  • 90% of real estate firmshave websites to show their property listings.  
  • Over 50% of home buyers looked online for properties in 2018 

With the traditional real estate market increasing its online presence, optimizing your website is crucial to get ahead of the competition and reach more potential buyers. The result? More sales. 

2. Be easy to reach 

With a professional and well-optimized website, users will want to reach you. Make sure you include all your contacts on social media pages, website, and emails. Your contact information should remain consistent whether it’s on a business card or social media accounts — you’d be surprised how often this is not the case! 

3. Have a video marketing campaign 

Of all the digital formats, videos have the highest engagement rate, making video marketing one of the most effective digital marketing strategies to showcase your services, increase brand awareness, and lower cost per lead.  

Videos on Twitter get an average of more than six retweets, while Facebook users view 100 million hours of video content daily. Video content can drive organic search traffic by 157%.  

4. Start blogging 

Do you want more prospective visitors to your website? Then start a blog or breathe new life into that dormant one on your site. A business blog is an essential and inexpensive marketing tool for driving traffic to your web pages and improving search engine ranking.  

However, did you know only 44% of people update their blogs, yet there are over 329 million monthly readers? So, while other companies are relying on traditional marketing strategies, you can capitalize on this competitive advantage and use a blog to provide value to customers and build trust. 

5. Use social media as part of your digital marketing strategy 

You need to be where your prospects are. That means you need to build a strong presence on social media platforms like LinkedIn, Twitter, Facebook, Instagram, WhatsApp, and many others. The easiest way to promote your brand is to through your social media account. According to Forbes, having a LinkedIn company page increases brand awareness and helps to promote your services to potential clients. With over 500 million users, LinkedIn is also the most effective social media platform for securing professional audience engagement. You can also use all the other social media accounts to communicate with your followers and boost your online presence directly. 

6. Optimize for local SEO 

Even after optimizing your website to reach a broad audience, you should also focus on local traffic. A targeted approach allows those looking for properties nearby — let’s say in Boston or surrounding areas  to get the luxury development listings that match their needs and goals. Use Google Analytics to find out if locals are visiting your site and add your company to local directories. Other ways to optimize for local SEO is to use a local number, encourage customers to leave reviews, and having geo-targeted content. 

As of 2019, there are more options to market real estate business than ever. Whichever digital marketing strategy you prefer, you should be branching out and using the most effective ones for your business. Remember, your real estate digital marketing goals should be tailored to maximize your visibility online, bring in new businesses, and keep you ahead of the competition. 

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Archive for Katie Russell

Infographic: Top 3 Social Media Mistakes Real Estate Brands Still Make

Infographic: Top 3 Social Media Mistakes Real Estate Brands Still Make

Social media is a valuable tool for real estate brands, but only if they use it to their best advantage and avoid these three common mistakes. 


  • Social media is one of the most effective ways to increase brand awareness and generate leads. 
  • All social media channels have a differentiating quality that makes them appealing to specific audiences. Don’t try to tackle every platform, focus on where your target audience is spending time. 
  • Real estate brands that succeed on social media are finding innovative and creative ways to engage and connect with their users. 

91% of real estate professionals use social media. And we all understand why. By 2019, it is estimated that there will be around 2.77 billion social media users around the globe. That’s a lot of potential customers. 

So it’s easy to understand why real estate brands are using social channels to boost their marketing efforts. Social media is an easy and effective way to increase your properties visibility and reach new audiences, but only if you use it correctly. 

Top three social media mistakes real estate brands make 

Made with CanvaTop 3 Social Media Mistakes Real Estate Brands Still Make

Made with Canva

Mistake #1: Using objectives  

Marketers need to use strategy to effectively utilize social channels. With the constant updates and changes to social platforms, real estate brands need to plan out content, frequency of posts, and pillar topics. Instead of posting with objectives in mind — like increasing leads  try to create posts that reflect your brand, follow your style guidelines, and reflect your brand’s tone.  

A clear strategy can also help improve ROI. Almost two-thirds of marketers still struggle to prove their marketing efforts on social platforms are working. With a defined social media strategy, you can create specific goals, track and measure your efforts, and make changes when needed. 

Mistake #2: Popularity contest 

It’s easy to think that posting on all the most popular social channels is the best idea. Think again. Social media platforms have specific qualities that make them popular among audiences. Real estate marketers need to identify their target audience and find out what social channels they are using. 

The next step is to create content that aligns with those platforms. As marketers, we know how easy it is to post the same content across all platforms. The success behind social media is authenticity and engagement, so it’s important your posts reflect this. Create content, like video, that caters to social channels to help build brand awareness and loyalty. 

Mistake #3: Sales pitch 

Being overly salesy will make prospects run – maybe right into your competition. The best way to win buyers on social media is through engagement. Content that helps prospective buyers envision themselves in your property is what will increase your organic reach. Create innovative and informative content that stands out on social channels by telling your brand’s story. This unique perspective will help create an emotional connection will have a long-lasting impact on viewers and drive brand loyalty.  

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