Do you like to use marketing channels and strategies that might already be obsolete? I am quite sure that no one does, and this is where the term “cutting edge” comes in.
I know it can be annoying to always maintain yourself up to date, so you don’t lose a potential edge in generating more leads and potential customers.
To stay on top, you want to check the current trends and “cutting edge” methods and strategies out there.
That’s why in today’s article, I will first discuss what cutting edge actually means and then provide you with 9 ways and ideas of cutting edge real estate marketing today.
What is Cutting Edge and Cutting Edge Marketing Anyway?
The term “cutting edge” can sometimes be perceived as some hyped-up word, and according to the Cambridge Dictionary, it actually means the most modern stage of development in a particular type of work or activity (source).
So cutting edge marketing means to do marketing that is at the most modern stage of development, and, consequently, cutting edge real estate marketing would mean doing this in the field of real estate.
Now that we have the definition out of the way, let’s get on how you can actually do cutting edge real estate marketing in 2020.
9 Ways & Ideas of Cutting Edge Real Estate Marketing
Are there basic principles in marketing that don’t change at all, even if there are scary maps such as this one with so many possible marketing and advertising ways to go?
When you read my very first article about the 80/20 rule in real estate marketing, you might have realized it basically always comes down to traffic, conversion, and economics.
Traffic is the different marketing channels you use to bring potential visitors to your website and/or your physical office, conversion as in how you convert visitors into customers, and economics is the value you create with your product and service offers in exchange for money.
But out of all three, the one that can change most of the time is the traffic part, which also informs the conversion and the economics part.
Traffic channels or advertising channels you could still use efficiently yesterday can become oversaturated and almost obsolete tomorrow.
This is the area where the term “cutting edge” most applies, and it will be the main focus of this main section of my article.
So, the question is, which advertising or traffic channels can be considered as “cutting edge” today (in 2020).
1) Interactive Content in Multiple Dimensions
Usually, the first association you make when hearing the term “content” is usually a blog, meaning the written word.
But the written word is just the start, and these content and SEO strategies can be applied beyond just blogs.
For example, if you create longer content, such as guides and eBooks, this content can be reused in various blog posts, gated downloads, or webinars.
So content marketing continues to be on the cutting edge, but the focus shifts more to nuanced content, context and targeting.
Because Google evolved and is using more machine learning to understand content. One keyword in this context is Google’s BERT update, whose algorithm helps to better understand natural language in user search queries.
Even Google itself recommends that you should rather focus on well-written content, useful links, and site speed.
With this new algorithm, it will give preference to accurate, in-depth, and current content that takes the user’s intent into consideration.
Another cutting-edge trend in this regard is using interactive content, such as social media polls and quizzes.
I‘ve already discussed quizzes in my article of how to make real estate leads that really convert.
2) Micro-Influencer Marketing
The term “influencer-marketing” might already be familiar to you. The principle is pretty simple.
You pay someone with a larger social media following (e.g., on instagram or YouTube) a certain amount of money and in exchange, your product, service or content will be mentioned by the respective channel.
It’s a bit like an ad or advertorial in a newspaper or magazine, just that here the channel is social media, for the most part.
In contrast to “large” influencers, micro-influencers have 10,000 or less followers on social media. You can find many on Instagram and then partner with them for sponsored posts.
So, what are the benefits of working with micro-influencers?
In contrast to larger influencers, they are very often more affordable, have a more engaged following, and are more niched down.
The benefits of using (micro-) influencer marketing as a traffic channel also ties in with some statistics of consumer behavior in this context.
According to these statistics, 60% of consumers (70% of Millennials) are influenced in their purchasing behavior by social media content (source).
By the way, if you would like to experiment with this traffic channel a bit, you might want to look into some tools that can help you find the right influencers without having to do a lot of manual searches on your own.
Here they are:
3) Mobile Commerce
This one will be a little stretch for the real estate industry, but I see some chances that this might also hold food there at some time in the future.
The basic concept for mobile commerce is what it sounds like, to be able to shop on your smartphone.
It’s a growing trend, and according to predictions, it may reach $284 billion, or 45% of the total U.S. e-commerce market this year (source).
As part of this mobile commerce trend, several social media platforms are already starting to take advantage of it.
This also includes some third party software solutions that enable easy integration of product links into social media channels.
One example is Instagram that now enables shoppable social media posts.
A third party platform that makes this possible is the pro version of later.com.
These are posts that include links directly to a particular product page.
So how on earth could this be relevant to real estate?
Well, users definitely won’t purchase a house by clicking on one of such posts.
But why not use those posts to link to a property listing page where you can schedule a showing?
4) Video Ads
Here is a small selection of the convincing video stats I mentioned in the articles:
- On mobile phones, video consumption rises by 100% every year (source).
- By the year 2022, supposedly, more than 82% of all consumer internet traffic will come from online videos (source).
- According to 51% of marketing professionals, video gets the best return on investment (source).
- Can increase the click-through rate by 96% (source).
So, instead of or complementary to building your own following on video platforms, such as YouTube, you can also take advantage of video ads to reach potential customers and increase your brand recognition.
In this context, you may also want to take a look at my article about Google Search Ads.
So if you have a limited video ad production budget, your first choice could be YouTube bumper ads, which are timed at six seconds and displayed before video content.
Another alternative to YouTube Ads is Facebook video ads.
Unless your ad isn’t clicked or your video isn’t watched for more than 10 seconds, you don’t pay for views.
I’ve already discussed chatbots in-depth in this article, and they are quite helpful when it comes to personalization and artificial intelligence.
They can be used as 24-hour customer support to qualify leads, help clients find what they’re looking for, and much more.
It’s basically some sort of virtual “concierge.”
The more data different chatbot tools gather, the more intelligent they can become, provided the relevant tool uses machine learning in their algorithms.
An interesting statistic from 2019 in this regard is that 80% of businesses claimed that they wanted to start using chatbots that same year (source).
6) Messaging Apps
Kind of related to chatbots are messaging apps that are only used for staying in touch with family and friends.
The most popular ones are WhatsApp and Facebook Messenger (the bot is actually part of Facebook now).
Some interesting stats in this context are the following:
- There are about 1.3 billion monthly users active on Facebook Messenger (source).
- Monthly, more than 10 billion messages are sent via Facebook Messenger(source).
- WhatsApp is used by 1.6 billion active users, and they send more than 55 billion messages every day (source1, source2).
- There is a 10 to 80 times higher engagement rate on Facebook Messenger than an organic post on the Facebook Newsfeed (source).
- There are higher chances of potential customers and consumers returning to a company website in 63% of the cases if there is a live chat option (source).
Taking these stats into consideration, it’s a logical step to use these communication platforms to stay in touch with potential customers.
By the way, this is also quite important in the context of following up with leads, as mentioned in this article of mine.
7) No, Email is Not Dead
Email can stay on the cutting edge and continues to be important, but not if you use it for generic marketing.
In the latter, it is not as effective as you might want it to be.
To stay on the cutting edge with Email marketing, you need to combine automation with personalization.
Some email marketing providers allow you to trigger a specific email after a user browses a particular product (in the case of real estate, this could be a certain property listing page), provided this user is already an email subscriber.
It can be quite effective if you then send a highly personalized email with video content and make the potential customer take action.
Another way to use email is using is in remarketing campaigns with Facebook Ads or Google ads.
8) Voice Interaction
Many people now prefer to search, discover new things, and shop using their voice. This was made possible by software and smart devices such as Google, Siri, and Alexa.
Taking this into consideration means that you now also need to create content in a more conversational writing style and use keywords that someone would speak.
Because if you do a voice search, the device might return only a few search results in contrast to a text-based search.
That last one is omni channels, meaning you don’t market in just one marketing or advertising channel but several ones.
By the way, this is also an important factor when doing follow up sequences, as already mentioned in my article about following up with real estate leads.
If you do that, it can result in a better user experience, more touchpoints and overall, you will be able to better reach potential customers.
Two little statistics to mention here is that omnichannel marketing can drive more than three times of engagement than just a one-channel approach, and generally, people like to come back for more (source).