As property marketers, our marketing objectives can often be overlooked by the need to sell. It’s important that we continue to educate our teams that leading the customer to a sale isn’t the end result – it’s just the beginning. Keeping your current and prospective customers engaged, informed and entertained by your content is just as – if not more – important.
Knowing your audience and the type of content that appeals to them is highly important in being able to market your brand, project or product effectively.
To help you achieve this, we’ve listed five marketing facts to enhance your marketing communications plan.
1. Pre-purchase research is on the rise
According to PYMNTS.com, 88 percent of consumers research online before making a purchase.
Before consumers are ready to make a purchase decision, they enter the ‘information search’ phase, where they spent their time browsing websites and social accounts for more information on a product or service.
Having reputable and up-to-date social media pages and website are essential, especially to engage potential consumers during this phase.
Are your social accounts and website doing their job? To learn what makes a great property website, read our blog.
2. Blogs are important!
Does your project website feature a blog? If not, it’s time to implement one!
According to TechJury, adding a blog to your existing website can increase traffic as much as 434%.
Blogs may have been around since the dawn of the internet, but users are still actively reading them – talk about oldies but goodies!
By consistently producing relevant, educational and valuable blogs, property businesses can gain brand awareness and turn these leads into potential customers.
If you need help creating an effective blog presence, it’s a good idea to engage with content marketing specialists (like us) to make producing content a breeze! Get in touch to let us help you create content that really converts!
3. Less is more
According to Buffer, ‘keeping your posts below 250 characters can get you 60% more engagement’. As the digital world becomes more visual, viewers are looking for appealing content, with shorter captions.
It’s becoming more and more important for marketers to create thumb-stopping content to really grab attention as social media users scroll through their feeds.
Keep this stat in mind and consider how you can shorten your posts before publishing. Tip: Emoji’s are a fun way to get your message across quicker!
4. Customer loyalty is crucial
As property marketers, we’re constantly urged to attract new leads, but according to Mediplay, the probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is only 5-20%
These numbers highlight that retaining, educating and nurturing existing customers and prospects that are already in the pipeline is increasingly important and using resources to engage existing customers and encourage brand loyalty is vital.
What are you doing to nurture the leads that are already in your database? How can you re-engage existing customers and encourage referrals?
5. Video is king
According to an article by NiceOne, people only remember 20% of what they hear and 30% of what they see, but when you combine both auditory and visual communication, people will remember 70% of the message.
Nearly 65% of your audience are visual learners, therefore utilising visual and video content as part of your marketing strategy is essential. Consider the ways you can turn your information into a short video, audio clip or infographic.
Using visual content, such as photos from a recent event, interviews with builders in your display village and infographics on construction progress can lead to increased brand recognition. This is because audiences are more likely to retain information from a video or image, than an article or piece of copy.
At Property Republic, we know what makes great content! Get in touch today to discuss your content marketing strategy.