We can start by being very honest – it is very hard to have a successful marketing plan when you are in construction or real estate industry. The reason behind it is that this kind of work is hard to show off in an interesting light, but also – it is hard to choose which media channels to use.
We gathered crucial benefits, downsides, and ideas of each media so you could smoothly choose in which way to advertise yourself and your company.
Old school and traditional marketing channels VS. New media marketing channels
Radio, television and print advertisements were very popular solutions more than a decade ago, but using it now instead of new media marketing channels has its downfalls.
The crucial downfall is a lack of analytics old school marketing channels offer. By making a radio or television advertisement, you can pay for your ad to air in the prime time, but that does not mean that people will see it, especially that they will react to it. Television and radio for years are now used as a background tool, meaning that people watch it or listen to it while doing something else. Although there is a probability of bigger audience hearing your message, there is less chance you will catch their attention.
Daria Kelly Uhlig, Social Media Specialist at Hileman Real Estate Inc, explains perfectly what your television and radio push and interruption marketing techniques does.
“Push marketing is on old school strategy that interrupts consumers at times of the marketers’ choosing — while consumers are watching TV, for example. It’s a very hit-or-miss method of reaching out. Most of the people marketers interrupt have no interest at all in the marketers’ products. Interruption marketing can even alienate consumers when it’s executed in a way that clearly ignores consumers’ preferences.”
It is similar to print advertisements, which you can put on the side of the road, on your company car or in the print press. Although every passerby is your potential target, you will not know if your advertisement was successful or even if it caught someone’s eye until your phone starts to ring. Making print advertisements is far from bad, it is a tool you should see as an additional marketing tool, not the center of your marketing plan.
Uhlig mentions permission marketing, which essence is in social media. Today, you need to stand out, and that means constructing your social media channels same as you are building and showing off the real estate for your clients. Also, your clients have to approach your content or in any other way show that they are interested in what you offer .Starting with this perspective is crucial, as you should have in mind that building and maintaining social media marketing plan is essentially the same as building and taking care of every last detail while working. You know how to do it, but what your client seeks is what you in the end do.
“Permission-based messages are efficient because they’re only sent to consumers who are interested in them. You may, for example, require that visitors to your website subscribe to an email newsletter before they can view premium content, or register with their email addresses and “like” your Facebook page as a prerequisite to entering a contest” – Uhlig explains.
Those are some of the basic methods, but social media can give you so much more if you put your time, effort and money into it. By using social media ad tools, in a few clicks algorithms can find exactly the targets you need, and all you need to do is choose parameters.
Also, you need to stand out, which is not an easy mission. Facebook, Twitter, Instagram, Snapchat, YouTube are just some of the tools you can use to achieve your goals.
Gary Vaynerchuk, head of the digital agency VaynerMedia explained why you should use Snapchat and Facebook Live if you are in real estate industry, and also he introduced ways in which you can use them.
“One of the great things about Snapchat is that the platform makes it very easy to create content. It doesn’t have to be “polished.” Because of the low barrier to entry, you don’t need a high-tech camera or to be blessed with amazing photography or video skills. For example, you can easily produce content around the neighborhoods where you have listings and showing the actual properties won’t take up much time. You can do quick reviews of the nearby restaurants, schools, the back porch, the patio, the pool, or anything relevant that adds value to the consumer.”
We agree completely. Although quality is important, in today’s marketing circles, creativity is more important. You know exactly what your client’s first questions are – is this a safe part of town, which shops can I find here, are there any parks for kids and dogs, where can I drink a cup of coffee in peace. On the other hand, construction companies can use Snapchat to show easy DIY projects users can do by themselves or give ideas how to construct a perfect study, office or a tree house. Use your projects and questions of your clients as an inspiration to build your social media channels.
We admit, there is a lot of work ahead of you, but your social media manager should, can and has to be up to it.
By using new media marketing channels, you will know:
- How many people saw your content
- How many people responded to it
- How they responded
- What were their questions
- Is the content working or you need to think of other ways to approach people
Do not be afraid of a step forward, because we know that this action will make your client base a little bit bigger.
What content would you want to see by a construction company or a real estate agency?