Digital Marketing

The way a buyer purchases a home has changed. In fact, it’s changing so rapidly that new technology and software could drastically affect the real estate sale in just a few months. Right now, there is more real estate information available online than ever before. A real estate professional uses their experience and connections to add value beyond the basic information.

We know that nearly 95% of buyers discover a property for the first time on the Internet. The problem with digital marketing is that the Internet is a huge space and improper use of digital advertising could waste a lot of money.

While working out the marketing method contained within this book, I spent tens of thousands of dollars on digital ads. Most of the money in the past was wasted on avenues that didn’t produce the right result. When considering your digital marketing plan, set a budget and focus on the most important avenues of communication.

Digital Marketing Assets

Selling a property, whether it’s a piece of land, a 100-unit apartment building or a custom-built home takes high-quality marketing materials and distribution to get them in front of the right buyer.

In this competitive age of real estate, it’s not enough to just snap a few photos from your smartphone and put them on Craigslist. An effective marketing plan requires a proven system and high-quality materials. In order to execute a complete digital marketing campaign, you will need some very specific digital assets.

• Property Landing Page – Single Webpage with Lead Capture Form and property information.
• Featured Property Image – 800px width by 600px height
• All Property Images – 800px width by 600px height
• Website Display Ad – 300px width by 250px height
• Large Website Display Ad – 300px width by 600px height
• Facebook Display Ad – 1,256px width by 630px height
• Instagram Display Ad – 1,200px width by 1200px height
• HD Video Ad – 1080Hd: 1,920px width by 1,080px height less than 60 second in length

Considering the fact that a majority of homebuyers will initially be viewing the home from their desktop or mobile device, you will need to make sure that your video and other graphics are of the highest quality. Any modern, multifunctional DSLR camera will serve the dual purpose of taking hi-resolution photographs and HD Video. Even newer Smartphones can be used to capture great images but be sure to use a image stabilizer for video shots.

Suggested Software:

• Adobe Photoshop
• Adobe InDesign
• Adobe Illustrator
• Adobe After Effects
• Final Cut X

Having familiarity with Photoshop or hiring a freelancer who has this expertise, is another option. All you’ll need to do is point, click, and send the photographs (or video) to the digital expert. The take away message here is, make sure your video messaging is crisp and clear as this is your first opportunity to make a positive impression on the buyer.