Post by account_disabled on Jan 24, 2024 20:42:32 GMT -7
What should a specialist take into account when starting to work on a real estate project? What principles are suitable for other niches that do not work in this one? How to avoid mistakes when launching advertising, working with outreach campaigns, and mistakenly disabling “non-working” activities? Alexander Golovko, Senior Project Manager of the digital agency SODA, talks and shares real examples . Since 2015, she has been working with advertising for various real estate segments. Reading time: 12 minutes Promotion directly depends on the concept of the residential complex It's risky to save on brand campaigns .
It is important to Fax Lists consider both online conversions and calls Advertising may seem ineffective, but still work You need to track the advertising source down to the level of a specific landing page Problems in the sales department are your problems too If on some days there is a lull in calls, optimize the ad display time 1. Promotion directly depends on the concept of the residential complex The choice of real estate promotion strategy and channels depends on several factors: characteristics of the residential complex; class; scale; time of start of sales - for example, the house has already been commissioned or is just under construction; budget.
The scale and class of the project have a particularly strong influence on the promotion of a real estate website. Let's look at this using two contrasting examples. Small economy class project with a limited budget When choosing such housing, the buyer focuses primarily on the price. Usually in such cases we do not have the budget to create demand, so the task here is to “absorb” the existing one. It is necessary to focus on the customer journey stage , when a person is already making a purchase decision. Activities boil down to the following: work on thematic portals - posting information about residential complexes, guerrilla marketing: reviews and advice from “future buyers”; low intensity of contextual advertising: these are search campaigns based on location, direct competitors, commercial queries tied to location + Display Network and remarketing; targeted real estate advertising on social networks - a specific audience is selected, depending on the class and concept of the residential complex.
It is important to Fax Lists consider both online conversions and calls Advertising may seem ineffective, but still work You need to track the advertising source down to the level of a specific landing page Problems in the sales department are your problems too If on some days there is a lull in calls, optimize the ad display time 1. Promotion directly depends on the concept of the residential complex The choice of real estate promotion strategy and channels depends on several factors: characteristics of the residential complex; class; scale; time of start of sales - for example, the house has already been commissioned or is just under construction; budget.
The scale and class of the project have a particularly strong influence on the promotion of a real estate website. Let's look at this using two contrasting examples. Small economy class project with a limited budget When choosing such housing, the buyer focuses primarily on the price. Usually in such cases we do not have the budget to create demand, so the task here is to “absorb” the existing one. It is necessary to focus on the customer journey stage , when a person is already making a purchase decision. Activities boil down to the following: work on thematic portals - posting information about residential complexes, guerrilla marketing: reviews and advice from “future buyers”; low intensity of contextual advertising: these are search campaigns based on location, direct competitors, commercial queries tied to location + Display Network and remarketing; targeted real estate advertising on social networks - a specific audience is selected, depending on the class and concept of the residential complex.