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Marketing Real Estate Developments: Collaborative Leadership Between Your Marketing and Technology Teams

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Technology is now at the core of marketing. At Blueprint Effects, this is what we are all about. We understand that by combining marketing and technology we create the best solutions possible for our clients. More than that, we know that once we dig deeper into who our clients are, where they are coming from, and what they are interested in, we are in a much better position to provide value.

However, here in lies the challenge. Often we find when we meet with real estate clients the Marketing and Technology teams don’t communicate well with each other. In today’s real estate marketing environment, the key word for these two functions should be collaboration. Working hand-in-hand to optimize each marketing campaign for every project.

Here is our Blueprint outlining The Reasons Why Collaborative Leadership Between Marketing and Technology Equals Real Estate Sales Success.

1) Making Strategic Decisions Based on Online Data and Analytics.

Data and analytics are already major factors in unlocking the mystery behind who are clients are and what marketing is effective in reaching them. Understanding this information teaches us about our online campaign effectiveness, where we’ve had success, and where we can improve. Working as a team to draw conclusions from this data is key to creating successful marketing strategies and campaigns.

This doesn’t just mean that after you review the trends and understand what is happening on a mass scale that you’re done. It means inderstanding your prospects as individuals. Do away with the idea of the majority or average, and learn how to understand each purchaser on an individual basis because that’s the kind of data we have today.  Properly implemented marketing campaigns give us the data to know how an individual has learned about your properties, how they came to visit your site, and what they found most interesting browsing, all through analytics!

2) Communicating through Social Media to Establish Relationships.

No longer just a fad, social media is very much here to stay. We know that the more we use technology to interact with people online, the more they identify with our brand and develop a relationship based on trust. Don’t think of social media as just B-to-C or B-to-B marketing, do away with those words. It’s now about B-to-E, business to everything marketing including search engines, media, partners, employees, and numerous other stakeholders in your business.

Blueprint Case In Point: Riverside Development has their Social Media Manager, Megan, continually monitor and update their social media accounts, like Facebook, LinkedIn, Twitter, Pinterest, Instagram, YouTube, and Google+. By regularly interacting with all aspects of her organization including the marketing, sales, technology, and construction teams, Megan, is able to provide up-to-date information regarding all aspects of the development to key external stakeholders.  Now Riverside can reach thousands of touch points just through their social media accounts. Not to mention Riverside’s upcoming project is an architectural marvel and through original and interactive social media posts the project has gone viral. Talk about great free publicity.

3) Displaying Your Property Using Engaging Digital Marketing Technology.

Do you still rely on prospects viewing your print ads to generate sales leads? Those days are gone. Just ask an informed technology manager. Nowadays we have augmented reality to enhance print ads, digital online advertising campaigns to find customers on Google, and interactive 3D property renderings for our real estate websites. Marketing teams know this is how clients will expect to be viewing your project going forward so it’s important to ask, how are you creating a unique technology rich experience for your buyers? Are you enhancing the way they interact with your upcoming development? Make sure you are giving prospects a reason to want to learn more so that they fill out your registration form and enter your sales pipeline.

Blueprint Case In Point: Riverside wanted to create a wow factor for the launch of their new condominium tower. They launched a print ad highlighting the development’s features and sales information. Then to make them stand out from their competitors, Riverside created an interactive experience through augmented reality. Now when a client moved their mobile device over the current skyline image, the new Riverside condo development, along with the rest of the city skyline appeared to pop right out of the screen. Allowing the client to envision the property in 3D enabled them to envision what their future home would look like and increased Riverside's pre-sale lead conversion rate.

4) Developing Your Website as the Central Communication Hub.

There are a lot of cool real estate websites out there. And yours should be too. But more than that, this means being original and authentic. Referring back to social media, it’s about creating trust with your client through engagement and transparency. Your website is how clients will be viewing your project and how stakeholders like the media will learn about your progress. Combining the skills of technology gurus with marketing mavericks, your website should be extremely informative, interactive, and engaging leading to inbound marketing enquiries. If your current site is not effective, perform some analytics and analysis to understand where things are going wrong.  Alternatively hire a 3rd party consultant to complete a website audit.  It will be worth every penny.

Blueprint Case In Point: Riverside was lucky. They had a wonderful team where marketing and technology worked together. The technology administrator spent time educating the marketing manager on why it was important to have a central company website and not just a landing page for each new development. It helped improve the companies SERP results and allowed the firm to appear on first Google page for the majority of their targeted keywords. Through their combined expertise, the company’s online lead generation strategy was taking off greatly decreasing Riverside's cost per lead.