It’s easy, just be where the eyes are.

by Paul Salley, manager of marketing and business development

At REAL Trends, I work with many of the top brokerages in the United States and Canadian with the creation, planning, execution and monitoring of their marketing initiatives. Some of the main questions I receive include:

  • Where is the most effective place to put my  marketing dollars?
  • Which marketing outlets are trending?

The response to these two questions is, “it depends.” Helpful, right? I’ll explain.

With the capabilities of today’s digital marketing platforms, marketers can marketers can market directly to their desired target audience. The audience and goal of the campaign will determine which platform is the most appropriate to leverage. The key is to know which mediums your audience is most likely to consume. Facebook can be a powerful platform as it has the most users coupled with the most user information and cab incorporate elements such as location, uploaded lists, audience lists, re-targeting and more. We constantly see two to tree percent click-through rates on Facebook. Facebook also allows you to send a specific message ensuring that the correct people see the message. One example of this is a first-time homebuyer campaign. Marketers may effectively market to a specific age demographic, relationship status, location and interests that pertain to the physical location of a listing. Another powerful filter is income – this will ensure that the roper listings pages are paired with the appropriate audience, one that can afford the properties being displayed.

When considering staying ahead of the curve in marketing, the answer is hidden in plain sight. You want to be where the eyes are – mobile. Take a moment to view how many people are currently on their mobile devices: emailing, texting, reading, engaging in social media of some form. This especially holds true when looking at anyone age 25 and under. These individuals live a virtual life surrounded by social media platforms, particularly Snapchat.

It’s important that marketers understand who our next-generation buyers are and how to adapt to reach them where they already are, on Snapchat, Instagram and more. It’s also important what relates to and connects with buyers. Millennial buyers are prone to click on an ad that comes across as organic and authentic or something that would add genuine value to their lives.

Ultimately, to stay ahead of the curve in marketing is to stay relevant. Matching a message to the appropriate audience on platforms that target audience is already using will be key in having a successful marketing platform.

Finally, it’s important to think outside the box. It’s easy to recognize where and how consumers are consuming content; the trick is to leverage these platforms as marketing vehicles, even if a formal advertising platform has not been created around that platform. This grassroots/guerilla approach to marketing will separate your brokerage from others and will allow your message to be accepted in a authentic manner with relatively low competition.^

This article originally appeared in the August 2016 issue of the REAL Trends Newsletter is reprinted with permission of REAL Trends, Inc. Copyright 2016. 

The Minnesota REALTORS® is the largest professional trade association in the state with more than 17,000 members who are active in all aspects of the real estate industry.

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