Real Estate Marketing Trends

Marketing in real estate is evolving faster than you can say 'The house that Jack built'. It has become an independent, individual and innovative new focus that many agents are embracing with enthusiasm and vision.

In the hustle and bustle of change, a fresh approach fuelled by technology has produced a number of positive changes allowing a more personal investment in the promotion and selling of houses. Buying a new home means a change in lifestyle for the purchaser, but the way an agent has worked to present the offering is paramount to impression, effect and success.

The effect of the pandemic

• There is no doubt that this has had fundamental influence on the way we view homes, and the way we market and persuade potential buyers to make their pertinent choices. Every aspect of life has been affected - from school, to business, to work, to leisure. We have examined and re-imagined our lives, been galvanised to take actions we may not have considered before the onset of Covid-19.

• From commercial spaces, to home environments, visionary agents are going to need adroit footwork in new ideas, such as storytelling strategies that will align with their clients' perspectives. Building personal brands can attract and impact the selling process, along with presenting videos and virtual content in fresh effective ways; agents will be primed to sell lifestyles by accentuating the rich tapestries of possibility.

• It means not only will these tactics have greater impact, get prime stock to market faster, but will also get there smarter. Virtual tours and online shopping experiences are now becoming the norm for real estate marketing and sales.

• It's time to adopt a more entrepreneurial mindset, leveraging a mix of property know-how with personal influence, accessibility, and informed expertise. Property is one of the largest products to sell - after all, you're asking a buyer to invest a large amount of money, often for a dream. Agents hold the key to marking the persuasive points of that dream, and making a lifestyle real. Not only will industry knowledge and experience be crucial, but honed marketing ability will be a decisive factor in success.

Build and harness changes

Build your own brand. An online presence is essential. Clients want to know about you. What's on your file? Where have you sold before, and what type of properties? Do you fit the client's idea of the perfect industry expert to help them buy their perfect, dream home? What are you saying on social media, and what are the reactions? What comes up when someone searches for your name?

It's time to curate your own personal presence on all technical touchpoints, visually branding your unique qualities and values. People like to know who you are, and what you're committed to, before they place the intensely personal pursuit of a new home in your hands.

Use creative aspects of technology. Make a video - develop the knowledge to create a 3D virtual tour. In addition, you can also move into the world of drones, which will enable you to photograph houses within their immediate areas and advantageously showcase the extent of the property and the environment.

Design a quick and free one-page website for each property you have to hand. Being able to present a singular show house on its own page, or direct a potential buyer to it, can be extremely effective. Make sure any print material is of premium quality, well written and captivating, as well as consistently and clearly branded.

Sell a lifestyle. Nowadays, property buyers are aligning their lifestyle needs to the type of home they prefer to buy. Along with that need, they seek someone to work with who shares their outlook, and understands their persona. They like to deal with someone clearly experienced, and value-driven.

Many may seek to know more about you via your personal presence online - both through your website and social media such as Facebook and Instagram. These networks make it easy to share listings and giveaways, and create events such as open houses, virtual house tours, etc, through posts, advertising and sponsored posts. Opportunities to connect are now much broader and exciting than ever before.

Leapfrog Property Group

Leapfrog Property Group offers a fresh and innovative approach to buying, selling, renting and property investments, ensuring the best property deals for clients across South Africa. Our agents are qualified, trained, experienced; our approach bold and spirited, driven by heart, generosity and honesty. It is our mission to advise,  eliminate obstacles and save you unnecessary expense. Trust is our watchword. And value our motto. Armed with our combined credentials, we are the bright face of excellence in the South African market.