Read why your apartment complex needs direct mail services

In a world that’s always on, people are starting to feel nostalgic for the good ol’ days. Just look at the fashion retail industry for evidence. When the ability to buy and sell clothes online exploded into the market, e-commerce drove more than one brick and mortar retailer out of business. Today, many e-commerce sites are expanding into the “real world” and increasing their physical footprint. Why? Because the average consumer wants a balance. And this is especially true in the real estate business. That’s where direct mail services come in.

Your apartment complex needs direct mail services because leases are signed and deeds are written once all practical needs are met and emotion takes over. Direct mail can quickly break through the clutter of the many other qualified complexes, properties, and buildings you are competing against to convey the emotional elements behind your brand.

If you’re a luxury high rise, you might invest in some matte black, heavily weighted invitations to visit your sales center. If you’re focused on filling your urban-industrial lofts with millennials and hipsters, maybe something a little more rustic or bespoke will do the trick. Either way, you just captured your future residents’ attention. From there, you can send them across marketing platforms to your website, social media accounts, or directly to your property.

Direct mail marketing feels personal.

We aren’t talking about the old spray and pray method. We’re talking about direct mail that targets potential residents based on zip code and lifestyle indicators. When your brand combines the power of big data with direct mail advertising, the results can make your customers feel like you are inviting them home … to their home. Extend the same methods we’ve shared about targeting online into the physical world to surprise and delight your audience into taking action. It’s important to work with a creative services agency to ensure what you are sending is highly relevant and personal in order to be effective, so click here to learn more about how we can help.

Direct mail services help engage residents before they start looking.

One of the biggest benefits of a bulk mailing service is that you can capture future residents’ attention before they even start looking. Creative, personalized material can plant a positive seed about your brand before your would-be residents begin comparing your offerings against others. This helps differentiate your brand or give you advanced consideration over your competition when it’s time for the resident to begin honing in on the types of amenities and locations they need. This is especially important for emerging or repositioning units or in highly saturated markets.

Direct mail might feel a little old school, but it can be a digital marketer’s best friend in the real estate industry. Residential transactions still rely on face-to-face interaction, so using direct mail to augment your digital presence can help bridge the gap between customers who are used to completing everything online and the industry’s evolving needs. Set up a consultation to see how we can help you reach your audience with direct mail.  

Real estate profs: Our PPC advertising can decrease your CPC

We already told you that search optimization is a critical success factor for real estate marketing. What we didn’t tell you was that our PPC advertising agency can actually lower the cost of your CPC campaigns. It’s vital to utilize natural as well as paid channels to reach people who are researching housing options. The trick is to optimize your ad spend so that you can invest as little as possible in paid search marketing and leverage your natural content and digital assets to your advantage.

To do this, you need to find and partner with a PPC advertising agency who can serve as a trusted search advocate. Here are three pro tips we help all of our clients accomplish when they work with us on their search needs, to get you started.

1. Invest local, optimize global: One of the best strategies a PPC advertising agency can support is investing in local ad spend. Unless you have a massive budget, you may find it difficult to compete on the national (or international) level, so use your digital marketing agency to determine who your regional competition is and let the games begin. By focusing narrowly on key, local terms, you can reduce your CPC because there are fewer people bidding on those words; however, when targeted correctly, you can maximize exposure in your own back yard. And in the real estate market, it’s your own back yard that matters most. On the flip side, your agency should also be able to help you optimize your content and website for organic search so that you still have that national and global presence you crave.

2. Test everything: All pay per click management companies have the ability to test how your PPC spend is performing in the market. Ask them to test multiple ad bid and spend combinations to find the sweet spot where you’re getting results without increasing your CPC. Additionally, when you choose a PPC advertising agency that is creatively driven, they can help link your ads to your holistic marketing strategy to your cross-channel goals. As customers increasingly switch between devices, it’s important that every channel – whether it’s paid or not – works together seamlessly.

3. Don’t forget about social: Because word of mouth is such a powerful referral source within the real estate market, using PPC ads on social media can support your desire to appear authentic, local, and more natural. Paid social media ads (more so than search ads) are designed to look and feel like shareable, organic content. By doing so, you get two opportunities to reach future residents: first, through the ad itself; and second, when those people share your content.

Balancing CPC campaigns against your other advertising efforts and natural search optimization is one part art and one part science. Let our team show you how they’ve struck the perfect balance for clients just like you.

Targeting multi-family property residents with SEO services

The top 4 reasons you need SEO services to unlock multi-family property marketing

When people search for multi-family property residences and real estate listings, first consideration often goes to … well… the first listings they find. This is especially true in regions where there is plenty of supply, or where first time lessees are entering the market. Having a dedicated SEO company can reduce your marketing cost by targeting the residents most likely to fit your property so you can get more with less. Here are the top four ways an SEO agency can help:

1. Let your SEO consultant be your guide: Instead of wondering which keywords to target, or what multi-family property residents are searching for, your SEO agency can do the heavy lifting. They use market research, digital targeting, and data to find the exact keywords residents in your area are using and then help you outrank your local competition based on those terms. They take the guesswork out of your search efforts and increase speed to market. In other words, they perfect that whole timing piece.

2. Your SEO agency knows how to repurpose content: Reduce, reuse, and recycle just got a new lease on life: your SEO agency can reduce staff, reuse content, and recycle marketing material that works. Many big real estate companies are churning out content at the speed of light. They are writing with Bing, and Google, and Yahoo search in mind. This puts small and medium sized businesses at a disadvantage when trying to market to multi-family property residents. SEO services agencies know how to adapt, repurpose, and augment your existing content and digital assets to get the most out of them and compete with the big guys. Whether transforming print materials and brochures into web-ready content, or creating turnkey templates that will engage your audience while quickly sharing critical property information, your SEO company can get the job done quickly and easily.

3. YES, images are great for SEO too: Many of our real estate clients know the value of a great picture (or ten). They are SnapChatting previews of new properties, creating social links for residents in multi-family properties, and showing rather than telling. The amazing thing is that all of these images can have a dramatic and positive impact on your search rankings. Many search engines weight images higher than text content, so having the right SEO services and tagging in place can make or break how your rankings show up. Let a SEO company demystify the process and set your website and social channels up correctly so that you can enjoy the benefits of the great work you’re already doing.

4. Your most shareable content can be your biggest asset: Your SEO consultant will also let you in on one of the best kept digital marketing secrets. Social media is good for SEO. Every time someone shares content from your site, links to your website on their blog, tweets your homepage, or shares your posts, you reap the benefits because search engines catalogue your content as highly relevant. Social media isn’t just fluff, it’s customer marketing. The important thing is making sure the right content is being shared, tagged, and back-linking with the right people and pages. An SEO agency can make sure this happens without relying solely on CPC campaigns and ads.

SEO services may not be as glitzy as videos, interactive pages, and 360 property tours, but they are powerful. Take the first step in making 2017 your best year yet by looking at some examples of our work and getting ahead of the competition. Those guys are so 2016.


Content Strategy Tips for Real Estate Agents You Need To Know

You’ve read our previous post about the importance of content strategy for real estate agents, and you’ve decided it’s time to get started in growing your business through content marketing.  But, this beckons another important question:  What types of content should you provide?
In tackling this question, it is important to look to matters of time and budget.  A real estate agent’s time can be limited, and realtors often find themselves trying to squeeze out a few minutes between back-to-back client meetings and an afternoon open house.  Luckily, for time-crunched real estate professionals, there are a variety of services to help increase efficiency.  For instance, agents can virtual assistant via Task Rabbit can help manage social media accounts, while a freelancer via eLance can assist with generating content for your blog.  Agents looking to develop a top-tier content strategy can contact our Florida advertising agency to learn more about the best methods to grow their business by optimizing return on investment.

Content strategy should be budgeted as part of overall marketing costs.  If hundreds of postcards and expensive stationery aren’t generating results, consider investing those costs instead into digital strategy.  Certain blogging networks like WordPress allow users to build for free, and allow them to host blogs on their own domains, which individuals can acquire for just a few dollars a month.

Here are some content opportunities to consider while developing content strategy.

Blog Networks:  Blogging networks are great starting points for real estate agents interested in building their practices.  Realtors can offer expertise about the state of the local market and other topics of interest to potential buyers and sellers.

Facebook:  For some real estate agents, it may help to have both a personal page and a business page.  On the business page, realtors can showcase new listings, offer caption contests with small prizes as rewards, and post trivia about local neighborhoods.  Agents can also use Facebook to link to blogs posts, exposing these posts to a broader audience.

Twitter: Twitter is a quick and easy way to send a message, and the 140-character limit ensure short, concise updates.  Try using Twitter to link to your blog and to link to new listings.

Quora:  Quora is a great tool for industry experts.  The allows individuals to anonymously ask questions about topics of interest to them, and allows others to answer.  Each time an individual answers a question, the site lists the answerer’s credentials, plus links to any website or other information that professional provides.  This is a great resource for real estate agents, as some of the questions are specific to localities (check out this listing of nice neighborhoods around Orlando, and think about how a real estate agent might be able to provide expert advice).

LinkedIn:  LinkedIn is the number one site for business networking.  Again, it’s a place where real estate agents can share links to their blogs and other content.  However, LinkedIn also makes the referral process much easier.  If a second-degree connection is looking for a home, and a first-degree connection sees it, then that person can easily refer the potential client to you through a LinkedIn introduction.

YouTube:  More commonly known for dancing hamster videos, YouTube is actually a great resource for DIY instructional films and informative videos.  A real estate agent can create web videos cheaply and quickly to answer questions common to their field.

If done correctly, content marketing can help real estate agents build stronger, more fulfilling practices.  For more information about how our Orlando marketing agency can help you develop and implement your content strategy for optimal results, contact us for a consultation.

Why Real Estate Agents Should Focus on Content Strategy

A good real estate agent is a master of self-promotion.  Unfortunately, navigating the difficult terrain between effective promotion and pompousness can be challenging.  The best realtors act as salespeople without coming across too strong.

In a digital era where people rely on Google, Facebook and Twitter to transmit information, one of the most effective ways to do this is to develop a content strategy to increase exposure, which helps an agent to create and maintain a pipeline of clients.  Real estate agents who implement content strategies can expect to gain leads in the following ways:

Expertise:  Potential clients expect real estate agents to know a lot about a breadth of subjects pertaining to the industry.  Therefore, agents who can show that they know a great deal about such subjects are able to establish expertise, which results in increased influence.  And, once a real estate agent has built up a reputation an expert, more people will be inclined to seek out that agent when searching for a home.  With enough expertise, an agent may even be invited to speak on radio shows and at seminars, which again can help build the agent’s number of referrals.

SEO: A solid content strategy is great for SEO purposes.  On an average Google search, eighteen percent of clicks go to the number one ranked article, while only 1% go to the number ten ranked article.  This shows the power of having a high-ranking webpage on Google.  In order to increase visibility in search, realtors can write articles that emphasize popular keyword searches.  Content marketers can find out what keywords are popular using the Google Adwords Keyword Tool, and can tailor their content to such searches.  For example, if the search term “Orlando real estate” is extremely popular, it may be hard to achieve a top ranking.  But, a term such as “Orlando real estate marketing” may be less popular, and may be a better keyword topic if you’re trying to improve your rankings.  A full overview of SEO rankings is available here.

Repeated Exposure:  Maintaining an active content strategy provides repeated exposure for the real estate agent.  It allows the real estate agent to promote his or her services without seeming pompous.  Maintaining a flow of interesting content leaves lasting associations in potential clients’ minds. Continuous updates are a great way to stay visible, allowing the agent to remain on a potential client’s radar long after the initial interaction.

Email Lists, Twitter and Facebook:  An effective content strategy can help build the agent build her fan base.  This can lead to more opportunities to reach out to potential customers through email marketing, Twitter and Facebook.

Most real estate business comes from the agent’s ability to get into, and remain in, potential customers’ minds.  The more ways the agent can do this, the more potential for home buying and selling opportunities.  This, paired with perceived expertise, results not only in more clients, but also in quality clients.

The team at our Florida advertising agency believes an effective content strategy can make real estate a real win, so contact us to see how we can help!

In a Digital World, Will a Real Estate Agent Become Obsolete?

With the rapid evolution of technology, jobs that used to require good old-fashioned human attention are now automatic, creating efficiency through high-tech, advanced computer programs. Conspiracy theorists speak of the “rise of the robots,” like something out of the 1990s trilogy The Matrix.
Today, searching for a new home can be as simple as a Google search.  Key in a few target words, and you can find side-by-side listings, complete with features and price assessments. As such, many people may be left wondering: What is the value of a real estate agent?  If sellers can easily put their homes on the market with a few clicks of a button, and buyers can peruse listings from the comfort of their homes, then why invest the time and money to work with a middleman to help broker a deal?

Throughout the past decade, the role of a real estate agent has shifted dramatically.  Whereas once real estate agents were the primary lifeblood of the industry, with their fingers on the pulse of markets, prices and top investments, many of these traditional functions are no longer necessary due to technological advances.

Of course, it’s not that simple.  Even in a world where everything is automatic, a good real estate agent offers a goldmine of expertise.  Like with any service industry, it pays to have an expert to help.  A seasoned expert can help a purchaser navigate the difficult terrain of the home buying process, or can help a seller get the best price for his or her investment.  Part professional marketer, part community expert and part customer service representative, the real estate agent must be able to solve problems on the fly and be able to effectively communicate with clients.

Notably, many real estate agents and agencies have fallen behind in keeping up with technology.  The average age of a real estate agent is 55 years old, meaning that some more mature agents may not be keeping up with the rapid changes in the technological landscape.  Therefore, real estate agents who are able to use a variety of services have a distinct advantage over their competitors.

Rather then expressing concern about their jobs becoming obsolete, real estate agents should instead leverage new technologies for their own advantage.  For example, potential buyers who can see side-by-side listings may not understand the nuances of legal language, discrepancies in prices, or the added value of certain home features.

Real estate marketers who strive to keep up with new technologies can better communicate with potential clients.  For example, a commercial real estate agent trying to build rapport with a foreign investor may wish to communicate via Skype, as the simulation of face-to-face context offers psychological advantages in terms of positive interactions.

Data management tools for realtors can also increase efficiency.  Calendar invitations are superior organizational tools to monthly planners, as they easily facilitate email reminders, mapping features and a host of other options.

The team here at our Florida advertising agency depends on our real estate agents to advise us when making informed choices about home buying and selling.  While some agents may fear their jobs are in jeopardy, we believe that our real estate agents, guided by changes in digital technology, will always be there to offer a personal interaction to help address our real estate needs.

In search of new innovations to assist you in your real estate practice or other small business? Contact our team today to learn more!