Luxury consultant Chris Pollinger walks you through the steps of creating a cohesive integrated marketing strategy that leverages a variety of channels for more effective engagement.
it is Marketing and Branding Month Here in Inman. As we enter the competitive spring selling season, let’s take a look at some of the proven strategies and cutting-edge innovations that are closing deals in today’s market.We will also recognize industry marketing and brand leaders through Inman Marketing All-Star Award.
In today’s fast-paced digital world, luxury real estate leaders must adopt a diverse marketing platform to stay ahead of the curve. The field of digital marketing is developing rapidly; predict The value is expected to reach a staggering $1.5 trillion by 2030.
For luxury real estate professionals, this isn’t just a trend; This is an important strategy for growth and visibility. Here’s how to make sure you cover all your bases and optimize every pipeline you can use.
Define platform-specific goals
Each social media platform caters to different user behaviors and preferences. For example, Instagram is very visual-focused and is great for showcasing properties through high-quality images and stories. LinkedIn, on the other hand, is professional and network-focused, perfect for building your expertise and connecting with industry peers. The X platform, formerly known as Twitter, can be used for instant updates and participation in community events or real estate trends.
Clearly defining what you want to achieve on each platform – whether it’s brand awareness, lead generation or community engagement – will help you effectively customize your strategy for each audience.
Customized, please do not copy
While maintaining a consistent brand voice, it’s also important to tailor your messaging to fit the unique context of each platform. An Instagram post might need a captivating image with a story, while a LinkedIn post might benefit from more detailed content or industry analysis. X works best with concise, engaging messages.
Understand the nuances of each platform and customize your content accordingly to avoid the temptation to use the same posts everywhere. This approach not only increases engagement but also respects user expectations for each platform.
Blending organic and paid strategies
Combine organic engagement and paid promotions to maximize your reach and impact. Organic strategies can include posting regularly, engaging with followers, and sharing valuable content, which can help build a loyal following.
Paid strategies may involve targeted advertising for specific groups or interests, increasing posts to ensure they reach a wider audience, or marketing the listing to potential buyers. Try different approaches to find the right mix to increase awareness and engagement for your real estate brand.
Refine your search
Implement an SEO strategy not only on your website, but also on your social media profiles and content. Use relevant keywords that potential customers might use when searching for real estate services or properties in your area. This includes optimizing your resume, description, and posts using localized and industry-specific terminology.
Regularly updating your content and engaging with users can also increase your visibility in search results, making it easier for customers to find you.
Reached verification status
On platforms that offer this, seek validation to validate your brand and instill trust in your audience. A verification badge is typically a blue check mark that symbolizes authority and legitimacy, which is crucial in the real estate industry where trust is paramount. This is especially beneficial when you want to stand out in a crowded market and reassure potential clients of your professional credibility.
Arrange content strategically
Consistency is key to keeping your audience engaged and informed. Develop a content calendar that outlines what you want to publish and when, ensuring a steady flow of content to suit different aspects of your real estate business.
CConsider the best time to post based on when your audience is most active, and schedule your content accordingly.Tools such as Hutter kit or buffer can help automate this process, making it easier to manage multiple accounts and maintain a consistent presence.
Diversified content formats
Leverage a range of content types to engage your audience and provide value. This may include property photos, virtual tours, market analysis, testimonials, how-to guides, and more. Videos can be particularly engaging, whether they’re real estate walkthroughs, Q&A sessions, or market updates.
Infographics and blog posts can provide valuable information in an easy-to-understand format. Mixed content not only keeps your audience interested but also caters to different preferences, increasing the likelihood of engagement and sharing.
By implementing these strategies, luxury real estate professionals can create a cohesive and compelling online presence across multiple platforms.
Start by mastering one platform and gradually expand your success strategy to others. This systematic approach helps build a strong digital presence, attract and cultivate potential high-value customers, and lay the foundation for a thriving luxury real estate business.
Chris Bollingerfounder and managing partner RE luxury leader, is the profit voice for the elites in the luxury real estate industry. He is a consultant, national speaker, consultant and leadership coach.To learn more about their consulting, mentoring and counseling programs, visit REluxeLeaders.com
