We market digitally.

Innovative ideas and new approaches to successful marketing are also in demand in the real estate business. Digitalization has joined traditional marketing tools and personal contact with our customers – an efficient and time-saving door opener.

For a long time, the Real Estate advertisement was firmly established in the print media, until it shifted to the online sector from 2000 onwards. In the meantime, web-based real estate platforms have become institutionalized as intermediaries: Prospective buyers and tenants now have round-the-clock access to the latest listings via cell phone, PC and tablet. A professional digital marketing strategy is therefore indispensable in the real estate sector.

As the heart of all digital and analog channels to be linked, the broker website must offer the user an attractive experience: from simple and targeted navigation to interaction options and strong images through to relevant content. Not only facts are required, but also emotions.

Awaken emotions with storytelling

Soft facts provide emotions, whether for large-scale projects, detached houses or apartments. In this way, the garden seating area becomes an oasis where you can sink into the sunset on warm summer evenings and forget the stress of everyday life for a moment, and the sober 2-room apartment in the large development becomes an attractive place to stay in a multicultural neighborhood with its finger on the pulse of the times. Storytelling as an important part of content marketing informs, advises and convinces in a catchy and emotionalizing way. Digital marketing channels such as social media require balanced factual and emotional stories that know how to stimulate the viewer’s imagination.  

Test scenarios with virtual Home Staging 

Virtual home staging offers prospective buyers an insight into a residential property. They can play through various materialization and furnishing scenarios on their cell phone, PC or tablet, select colors and try out floor coverings and obtain a highly realistic picture of a property. Last but not least, virtual home staging is much cheaper than, for example, tastefully furnishing an empty or outdated property specifically for sale.

Save time with virtual tours

Virtual reality in the form of virtual tours helps prospective buyers and estate agents to avoid time-consuming viewings. Only when the property explored on such a tour meets the expectations of a prospective buyer will they want to see it on site. In this way, digitalization creates tools that provide targeted support for real estate marketing without jeopardizing the personal contact between the prospective buyer and the estate agent.

Be found with a system

However, a website must not only be professionally structured, but also be perceived in the digital flood of offers. Interested parties must therefore be directed to the platform with additional digital measures.

Be seen by Google with SEM

With a share of around 95% of all online search engines, Google is omnipresent and permanently installed on many home pages. The majority do not access the Internet via a direct address, but via Google. Being seen by Google is therefore vital and search engine optimization SEM (Search Engine Marketing) of your own website is essential if you want to appear as high up in the Google ranking as possible. A well thought-out keyword Portfolio and relevant content are therefore decisive prerequisites for a broker or project website to be listed high up.     

Hit the target group with online banners

Addressing potential customers through advertising is a challenge. Because an NZZ reader is not primarily an NZZ reader. He may also be a reader of yachting articles or a real estate googler. Online advertising banners are therefore increasingly tailored to the digital media consumption, current online location or local location of potential consumers. Today’s targeting technology makes it possible to identify target groups and address them directly. We control the direct approach mainly through the following measures:  

Effective advertising: programmatic advertising  

In contrast to purchased advertising placements on websites, programmatic advertising involves the fully automated, individualized purchase and sale of advertising space on premium sites in real time. Based on the available user data, advertising banners or commercials tailored to the target audience are placed within a network. The user data comes from a wide variety of big data sources such as the internet and mobile telephony, the financial industry, the energy sector, healthcare and transport, as well as from social media, credit and customer cards, smart metering systems and more.

Advertising that interests: Behavioral targeting  

Behavioral targeting describes target groups by topic and uses the criteria to send messages to users who have already engaged with a topic. Areas of interest are recognized based on websites visited or search engine queries. If a user searches the web for real estate offers, they are shown targeted Ginesta advertising banners. Both sides benefit from behavioral targeting: Providers increase the efficiency of their advertising, Internet users receive the desired offers.

Addressing a regional target group: Geotargeting

Geotargeting refers to the distribution of advertising according to geographical characteristics, such as concentration on cantons, cities or zip code areas. This is used to address regionally defined target groups; the geographical proximity of the user to the provider is usually the key criterion here. In conjunction with mobile devices and with the user’s consent to the use of location information, even more precise regional placement of advertising is possible.

Advertising pops up again and again: Retargeting

Have you ever wondered why you keep being reminded of an item of clothing you were looking at in an online store with advertisements? This is called remarketing or retargeting: a tracking process in which visitors to a website are marked and retargeted on other websites with targetedadvertising. Retargeting allows us to draw the attention of a user who has already shown an interest in a particular property to it again.    

Stay agile in analog and digital!

Digitalization has profoundly changed the real estate industry. Supply and demand are coming together in a more targeted and secure way. At the same time, the rapid pace of digital development will never be able to replace the need to physically experience a property. After all, a real estate purchase is a major investment that needs to be sustainable and therefore requires not only digital, but also real decision-making bases. Digital marketing therefore serves as a door opener, saving the real estate seeker and us agents valuable time, which allows us to provide our clients with more intensive support during the consultation process. As estate agents specializing in immovable property, we are highly agile and anticipate market developments – both digital and real.

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