Course Process
Part 1Introduction
Part 2Listings
Part 3Marketing
Lecture 17Introduction
Lecture 18Staging
Lecture 19Link to Property
Lecture 20Photography
Lecture 21Print Marketing
Lecture 22Digital Marketing
Lecture 23Property Website
Lecture 24Multiple Listing Service
Lecture 25Commercial Sites
Lecture 26Direct Marketing
Part 4Acquisitions
Part 5Escrow Process
Part 6Close

Digital Marketing

Digital Marketing for Residential Income Property Sales

Introduction
The way buyers discover and purchase real estate has undergone a complete transformation. Today, 95% of buyers find properties online, making digital marketing the most critical tool in your sales strategy. However, the vastness of the internet presents challenges. Without a focused plan, it’s easy to waste time and money on ineffective advertising.

This lesson explores the digital marketing tools and techniques that ensure your residential income property listing stands out in the crowded online space. By leveraging high-quality assets, targeted ads, and proven strategies, you can maximize your marketing impact while staying within budget.

Why Digital Marketing Matters

Key Advantages:

  1. Massive Reach: Digital platforms allow you to reach a global audience.
  2. Precise Targeting: Tools like social media ads enable you to target specific demographics, behaviors, and interests.
  3. Cost Efficiency: With a well-crafted plan, digital ads can generate high-quality leads at a fraction of traditional advertising costs.
  4. Instant Analytics: Digital campaigns provide real-time data on performance, enabling you to adjust strategies quickly.

Key Digital Marketing Assets

To create an effective digital marketing campaign, you’ll need the following assets:

1. Property Landing Page

A dedicated webpage that showcases the property and captures buyer leads.

  • What to Include:
    • High-quality images and videos.
    • Property details (price, location, features).
    • Income and expense information (for investors).
    • A lead capture form to collect buyer inquiries.
  • Tools to Use: Squarespace, Wix, or WordPress for building the page.

2. Digital Display Ads

Eye-catching graphics for online advertising.

  • Standard Sizes:
    • Website Display Ad: 300px x 250px.
    • Large Website Display Ad: 300px x 600px.
    • Facebook Ad: 1,256px x 630px.
    • Instagram Ad: 1,200px x 1,200px.
  • Tips:
    • Use a strong call-to-action (e.g., “Schedule a Tour Today”).
    • Include compelling visuals, such as drone shots or interior highlights.

3. HD Video Ad

Videos are among the most engaging forms of content online.

  • Requirements:
    • Resolution: 1,920px x 1,080px (1080HD).
    • Length: Under 60 seconds.
    • Content: Showcase the property’s best features and investment potential.
  • Tools: Use iMovie, Adobe Premiere Pro, or hire a videographer.

4. High-Quality Property Images

Images form the foundation of all digital marketing materials.

  • Resolution: 800px x 600px for standard web use.
  • Tip: Use professional photography or a high-end smartphone with image stabilization.

Crafting a Digital Marketing Strategy

1. Property Listing Websites

Post your property on major platforms to maximize exposure.

  • Top Platforms: Zillow, Realtor.com, Apartments.com, LoopNet (for commercial buyers).
  • Best Practices:
    • Use keywords relevant to your target audience.
    • Update your listings regularly to stay at the top of search results.

2. Social Media Advertising

Social media platforms like Facebook, Instagram, and LinkedIn allow for precise targeting and high engagement.

  • Facebook and Instagram Ads:
    • Use carousel ads to showcase multiple units or features.
    • Target specific demographics such as investors, professionals, or out-of-state buyers.
  • LinkedIn Ads:
    • Focus on high-net-worth individuals and professionals.

3. Email Marketing

Email campaigns are a direct and effective way to connect with potential buyers.

  • What to Include:
    • High-quality images and a brief description.
    • Links to the property’s landing page or virtual tour.
    • Call-to-action buttons, such as “Schedule a Showing.”
  • Tools: Mailchimp, Constant Contact, or the WE ARE REALTY system for pre-designed templates.

4. Remarketing Ads

Target potential buyers who have previously visited your landing page or viewed your ads.

  • How It Works:
    • Use cookies to track users and display ads as they browse other websites.
    • Platforms: Google Ads, Facebook Pixel.
  • Benefit: Keeps your property top-of-mind for buyers already interested.

5. Virtual Tours and 3D Walkthroughs

Interactive tours allow buyers to explore the property remotely.

  • Tools: Matterport, Zillow 3D Home, or Ricoh Tours.
  • Benefits: Attracts out-of-town investors and creates a memorable experience.

Setting a Budget for Digital Marketing

  1. Allocate Funds Wisely: Start with a manageable budget and focus on platforms that provide the best ROI.
  2. Track Performance: Use analytics to monitor ad performance and adjust your spending.
  3. Focus on Quality Over Quantity: A smaller number of high-quality ads will outperform a large number of mediocre ones.

Case Study: Digital Marketing in Action

Scenario: You are marketing a 12-unit residential income property in an up-and-coming neighborhood.

Approach:

  1. Create a Landing Page: Highlight the property’s features, rental income potential, and nearby amenities.
  2. Launch Social Media Ads: Target local and out-of-state investors with video ads showcasing the units and amenities.
  3. Use Email Campaigns: Send property details to your database of real estate investors and agents.
  4. Run Remarketing Ads: Retarget buyers who visited the landing page but didn’t inquire.

Result: The digital campaign generates hundreds of inquiries and leads to multiple competitive offers.

Leveraging WE ARE REALTY Resources

  • Custom Graphics: Email marketing@wearerealty.com or message the marketing team through the WE ARE REALTY system to request high-quality digital assets.
  • Pre-Designed Templates: Save time by using ready-to-go templates for social media ads, landing pages, and more.
  • Expert Guidance: The WE ARE REALTY marketing team can assist in optimizing your digital campaigns for maximum impact.

Conclusion

Digital marketing is a game-changer for selling residential income properties. By leveraging tools like landing pages, social media ads, and virtual tours, you can reach the right buyers and generate strong interest in your listing. Success requires high-quality assets, targeted strategies, and consistent monitoring to ensure you’re maximizing your marketing budget.

Next Steps: Use the WE ARE REALTY system to create your first property landing page and launch a Facebook ad campaign. In the next lesson, we’ll cover direct marketing strategies to build personal connections and attract serious buyers.

 

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