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Listen Up, Real Estate Pros. What You Need to Know About Instagram Lead Generation

Listen Up, Real Estate Pros. What You Need to Know About Instagram Lead Generation

Instagram lead generation involves more than posting stunning photos of your listings. Here’s how you make your properties stand out.

With 500 million daily users and an average of 95 million posts, there’s no wonder many industries — including real estate — leverage Instagram for lead generation and business growth. According to Sprout Social Consumer Engagement Index, the real estate industry generates the second highest inbound engagement on Instagram.

But Instagram lead generation involves more than posting photos of your recent luxury properties. To connect with buyers, you need to show both organic and promotional content that matches the property that they aspire to own.

Here are three tips to effectively use Instagram as a lead generation tool.

Instagram lead generation: Attracting your dream audience

Set defined goals

Start off by setting defined goals as to why you are posting and advertising on Instagram. Whether engaging with people who want to purchase their first homes, seeking renters who are willing to sign a year-long lease, or just raising awareness about new projects in a highly competitive real estate market, ask yourself what you want your Instagram presence to accomplish? Once you have established your objectives, you can tailor your posts and sponsored content accordingly.

Post engaging content

Instagram lead generation means taking full advantage of the features at your disposal to reach and engage your audience, such as Stories, photos, videos, captions, and hashtags. You content should capture the essence of both your brand and property. It should be short, engaging, and direct. Include vital information such as price, location, square footage, number of bedrooms, and anything else of interest to your audience.

Use carousel ads for each property

Lastly, let your photos tell a story: happy customers, eye-catching details, neighborhood events — they all contribute to the vibe of your property. Try a carousel ad, for instance. Carousal ads display several images in a catalogue-like format. In addition, this format gives you multiple opportunities to pull in new leads through beautiful imagery. Get creative with different angles to engage users with the carousel format.

Instagram has become the most popular social media platform for a range of industries. Part of the reason is the effectiveness of Instagram lead generation.

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Developers Can Be Good Neighbors, Too!

Developers Can Be Good Neighbors, Too!

In the mind of every developer, time, ROI, and money are always on the forefront. But to really build trust, developers need to be good neighbors. Here’s how.


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  • Developers need to to connect with the community, including locals, businesses, and other entities.
  • Ensure your crew adheres to all local construction time restrictions, avoids obstructing walkways, and leaves the site clean at the end of the day.
  • Do you use environmentally friendly building materials? Don’t be shy about it – make it part of a promotional push.

From building regulations and material selections to space planning and customization, every developer knows that designing a multifamily project can be demanding. In almost every metro area in the United States, developers scramble to keep pace with the rising demand for multifamily housing.

However, one aspect is often overlooked: how developers can be good neighbors. The development of luxury properties goes beyond the search for rich returns on investment and careful execution of processes. It is just as important to connect with the community, including locals, businesses, and other entities.

Here’s a breakdown of our top 3 strategies on how developers can be good neighbors.

Reduce Disturbances

Construction projects have a significant impact on communities. Every aspect of it has some measurable effect, from waste disposal to excavation processes.

So, how do you stay in the good graces of the neighborhood? Simple gestures count.

  • Prepare the neighbors by sending a note alerting them of an upcoming project, how long it will take and what to expect.
  • Provide construction updates on the company website and social media channels.
  • If you’re using green technology, promote it.
  • Ensure your crew adheres to all local construction time restrictions, avoids obstructing walkways, and leaves the site clean at the end of the day. And, most importantly, share your excellence on social media.

Be Approachable

The surest way to build relationships and trust with the surrounding community is by being open and quick to respond. Again, leverage social media to generate support for your project and to strengthen relationships by seeking input from local government officials, religious groups, and other members of the community. Show the community you’re open to feedback. Let your social media team post pictures and updates online.

Employ Appreciated Design Elements

What are that would get the community excited? Do you use environmentally friendly building materials? Do you plan to install a new system for waste diversion or water collection? Are you matching the design with characteristics of the neighborhood? Are you pursuing a LEED certification? Whatever it may be, don’t be shy — make it part of a promotional push. If the interactions with the community result in design changes, let everyone know you’ve taken the feedback into account. Post renderings of what the finished luxury development will look like and spell out how it will increase the value of the space and community at-large.

Successful developers build relationships to foster trust and work closely with the community by launching projects that are in line with the interests of the locals. When designing a project, keep the community in mind.

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Video: SEO Basics – Everything Your Real Estate Brand Needs to Know

Video: SEO Basics – Everything Your Real Estate Brand Needs to Know

SEO helps your website rank higher in search engine results pages. Here are the SEO basics to get your website performing better and in front of your target audience.


Highlights:

  • SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages.
  • SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links.
  • To rank well in the long term, build your SEO marketing strategy around topics, not keywords.

Video transcript:

I’m Jennifer Yim and today’s topic is SEO. SEO seems pretty straightforward. You pick a few keywords and your page is magically optimized for SEO, right? Not quite.

People seem to understand the basic principles of SEO, but a lot has changed in the last decade. Let’s take a look at the basics to get your site ranking higher.

What is SEO?

SEO stands for search engine optimization — that much has stayed the same. It refers to techniques that help your website rank higher in search engine results pages. This makes your website more visible to people who are looking for solutions that your brand, product, or service can provide by search engines like Google, Yahoo, and Bing.

What hasn’t stayed the same are the techniques we use to improve our rankings. This has everything to do with the search algorithms that these companies constantly change.

How does SEO work?

SEO works by optimizing a website’s pages, conducting keyword research, and earning inbound links. You can generally see results of SEO efforts once the webpage has been crawled and indexed by a search engine.

There are a ton of ways to improve the SEO of your site pages. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links.

Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their results pages.

To rank well in the long term, build your SEO marketing strategy around topics, not keywords. If you do that, you’ll find you can naturally optimize for important keywords, anyway. Understanding your target audience and what interests them is key to attracting relevant visitors to your website through search engines.

For more tips on improving SEO and building your digital marketing strategy, visit us at froneticsrealestate.com.

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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. 


Highlights:

  • 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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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.


Highlights:

  • 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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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.


Highlights:

  • 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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