Personal, emotional marketing messaging is one of the most effective ways to reach prospective buyers, particularly when it comes to real estate.
Investing in real estate is one of the most momentous personal decisions a buyer will make. So it makes sense that real estate marketers need to connect with buyers on a personal level to be effective. But, really, marketing in all industries and sectors needs to “get personal” to move prospects to profitable customer action.
Modern marketing is moving away from what Tech Crunch calls the “impression-centric paradigm,” in which the cost of media drives a campaign. And it’s moving toward a “user-centric paradigm,” in which marketers fully consider the consumer at the point of contact with the product. That’s fancy jargon that essentially means that companies are learning as much about target buyers as possible, then figuring out what will draw the most emotion from a person with that particular profile.
What information does your organization have about potential buyers? What information can you draw from social media (social prospecting)? Bring the two together, and begin crafting messaging for that persona. That’s pretty potent stuff.
The personal story
Particularly with buyers in the digital space, personalized, emotional messages attract the most attention. Think about messages that stuck out to you last time you browsed social media or various news and media outlets. My guess is that they touched you on a personal level.
To foster a connection with potential buyers through marketing, real estate marketers should use this knowledge to their advantage. Get personal with your messaging and creative. Real estate marketing lends itself to this kind of narrative — places can have powerful, engaging stories that can capture the hearts and imaginations of prospects.
Friends and neighbors
Emotional, personal narratives aren’t the only ways to reach potential buyers. One of the most important sources of spreading real estate brand awareness is peer-to-peer recommendation. Staying engaged with your social media audiences — and the conversation surrounding your brand and properties — is a great way to encourage this kind of referral.
After all, social platforms are at heart networks, meaning that any interaction you have with a follower will be seen by that person’s network. Show that you’re not some faceless building or property. If you can foster positive personal relationships with followers on social media, their networks will bear witness. And they’ll be left with a positive impression of your properties and brand.
Real estate is ideal for personal marketing. Know your buyers and tenants, and start to get personal. You’re sure to see results.