In the world of property marketing, A/B testing and multivariate testing are two very powerful strategies for optimising real estate lead generation campaigns to increase lead quantity and lower cost per lead.

This is done by testing different variations of your property landing pages, emails, and other marketing materials. From the results and data, you will be able identify the elements that are most effective at capturing leads and driving conversions.

Today we will explore A/B testing and multivariate testing strategies for real estate lead generation in more detail. We will also provide some examples and tips of how these techniques can be used to improve your real estate marketing campaigns.

Download Now: Real Estate Content Marketing Guide [Free Access]

What Is A/B Testing

A/B testing, also known as split testing, is a method used to compare two versions of a webpage, email, or other marketing material to determine which one performs better. In the context of real estate, A/B testing can be a powerful tool for optimizing marketing strategies and improving client engagement. Essentially, it involves creating two versions of a marketing element – for instance, two different web page designs, email templates, or property listing descriptions – that differ in one key variable. These versions are then shown to similar audiences, and the performance of each is measured based on specific criteria, such as click-through rates, time spent on the page, or conversion rates.

In real estate, this could mean testing different images of a property, varying the call-to-action in an ad, or experimenting with different headline texts in an email campaign. The results of A/B testing provide valuable insights into the preferences and behaviors of the target audience, allowing real estate professionals to refine their marketing approaches and make data-driven decisions to enhance effectiveness. By continually employing A/B testing, they can systematically improve their marketing efforts, leading to higher engagement, better client satisfaction, and ultimately, increased success in their real estate endeavors.

A/B Testing Strategies

The term A/B testing, which is also known as split testing, involves testing two different variations of a marketing element to determine which one is more effective at driving conversions. So let’s look at some A/B testing strategies for property lead generation:

1. Headline Copy

Test different headlines to see which one resonates most with your target audience. Try different messaging and tones to determine what gets the most attention for that specific target audience.  

2. Images

Test different images of your property project to see which ones are most effective at capturing attention and creating an emotional connection with your prospective buyers.  

3. Call-to-Action

Test different variations of your call-to-action (CTA) to see which one generates the most clicks and conversions. Try different tones, language, button colours, and placements to see what works best to drive engagement.  

4. Lead Capture Forms

Test different variations of your lead capture forms to see which ones are most effective at capturing leads. Try different form lengths, fields, and designs to see what works best for lead capture.  

5. Emails

Test different email subject lines, messaging, and CTAs separately to see which ones generate the most opens and clicks from prospects.  

What Is Multivariate Testing

Multivariate Testing Strategies

Multivariate testing involves testing multiple variations of multiple elements to determine which combination is most effective for lead conversion. Below are some multivariate testing strategies for real estate lead generation:

1. Landing Pages

Test different combinations of headlines, images, CTAs, and lead capture forms to determine which combination generates the most leads and conversions.  

2. Email Campaigns

Test different combinations of subject lines, messaging, images, and CTAs to determine which combination generates the most opens and clicks.  

3. Ad Campaigns

Test different combinations of ad copy, images, and targeting options to determine which combination generates the most clicks and conversions.  

4. Social Media Campaigns

Test different combinations of messaging, images, and CTAs to determine which combination generates the most engagement and conversions.  

Some of Our of A/B & Multivariate Testing Results

1. Headline A/B Test

Our real estate professional client tested two different headlines on their landing page to see which one generated the most leads. Headline A resulted in a 27% increase in leads compared to Headline B.  

2. Landing Page Multivariate Test

Our real estate developer client tested four different variations of their residential project landing page that included different combinations of headlines, images, CTAs, and lead capture forms. Variation C generated a 32% increase in leads compared to the other variations.  

3. Email Multivariate Test

Our real estate agency client tested two different variations of their email campaign that included different combinations of subject lines, messaging, images, and CTAs. Variation B generated a 22% increase in opens and clicks compared to Variation A.  

Conclusion

By using the above strategies to test your campaign headlines, images, CTAs, lead capture forms, emails, landing pages, ad campaigns, & social media campaigns, you start to can identify the most effective combinations and improve your property marketing campaigns performance. This will generate more high-quality leads for your real estate business in the long run.

All property professional need to understand that A/B testing and multivariate testing are essential strategies for optimising real estate lead generation campaigns. The era of “set and forget” is long gone, and customers expect a more personalised experience when deciding on buying new property.

  Stay tuned with the realestatemy.com/blog for more up-to-date tips and guides for real estate marketing professionals.

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It’s never a good idea to just throw a bunch of random information about your property project on a landing page and expect visitors will “just” convert into leads. This is definitely far from the truth, as having well optimised project landing pages are an essential element of any successful real estate lead generation campaign.

A well-designed landing page can be the deciding factor between a successful lead capture and a lost opportunity.  So let’s deep dive and explore the best practices and design elements for optimising your landing pages for real estate lead generation.

Download Now: Real Estate Content Marketing Guide [Free Access]

What Is a Real Estate Landing Page

Here are 5 best practices for real estate landing page design

1. Keep It Simple

The most effective landing pages are those that are simple, straightforward, and easy to navigate. Avoid clutter, unnecessary information, or design elements that distract from the main goal of the landing page, which is capturing leads.  

2. Focus On Your Benefits

Your landing page should clearly communicate the benefits of your real estate project offering. Highlight the unique features of your property project, and make sure that your messaging speaks directly to the needs and desires of your target audience.  

3. Use Compelling Imagery

Images are a powerful tool for capturing attention and communicating emotion. Use high-quality, professional images of your property to create an emotional connection with your prospective buyers.  

4. Include A Clear Call-To-Action

Your call-to-action (CTA) is the most important element of your landing page. Make sure that your CTA is prominent, clear, and compelling. Use action-oriented language and communicate the value of taking the desired action of registering your their interest.  

5. Optimise Your Landing Page For Mobile

More and more people are using mobile devices to browse the internet, so it’s essential that your landing page is optimised for mobile devices. Ensure that your page is responsive, loads quickly, and is easy to navigate on a small screen.    

Here are 5 design elements for effective property landing pages

1. The Hero Image

The hero image is the large, visually prominent image that sits at the top of your landing page. Use a high-quality, professional image of your property to create an emotional connection with your visitors.  

2. The Headline

Your headline should be clear, concise, and attention-grabbing. Use it to communicate the main benefit of your offering and to capture your prospects attention.  

3. The Sub-Headline

The sub-headline should provide additional detail about your offering and support the main benefit communicated in the headline.  

4. Trust indicators

Trust indicators, such as customer testimonials, industry awards, or accreditations, can help to build credibility and trust with your prospects.  

5. Lead Capture

Your lead capture form should be prominently displayed on your landing page and should be easy to fill out. Only ask for essential information and avoid asking for too much personal information, as this can be a turn-off for visitors.    

Conclusion

Optimising landing pages for real estate lead generation requires a combination of best practices and design elements. By keeping your landing pages simple, focusing on the benefits of your offering, and using compelling imagery and a clear call-to-action, you can create landing pages that generate high-quality leads for your property project.

If you haven’t already started optimising your campaign landing pages, now is the time to do an audit on all the landing pages you have on the market and make sure they are optimised to generate the maximum number of leads.

  Stay tuned with the realestatemy.com/blog for more up-to-date tips and guides for real estate marketing professionals.

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How Real Estate Agents Can Increase Their Sales

In the competitive world of real estate, increasing sales is a primary goal for any agent looking to excel and grow their business. This guide aims to provide real estate agents with effective strategies to boost their sales figures. We will explore a range of techniques, from enhancing your network and leveraging social media to optimising your client interactions and staying up-to-date with market trends.

Understanding the importance of personal branding, continuous learning, and adapting to new technologies is also crucial. Additionally, we’ll discuss the significance of nurturing client relationships and delivering exceptional service, which can lead to repeat business and referrals. By implementing these approaches, real estate agents can not only increase their sales but also build a strong, sustainable career in this dynamic industry.

Selling a property is generally not easy. Economic fluctuations greatly affect the ups and downs in the property market. Therefore, real estate agents need a good marketing strategy to help their business flourish. Here are some effective strategies real estate agents can execute to increase their property sales for better income this year.  

Download Now: Real Estate Marketing Plan Template [Free Access]

Focus on the Right Prospective Clients

Having alot of people asking about your property seems great. But if they don’t end up buying or renting, then you have been wasting your time and energy. That is why it is critical to know who your ideal prospects are before promoting a property. Make sure your marketing efforts are always targeted at the right audience.

Determine your targeted leads as specific as possible. You need to do this to avoid unqualified leads, by specifying their demographics like: age, occupations, preferences, and so on. After collecting your prospect’s data, it’s time to filter them out. To make filtering easier, make sure you are using a reliable real estate CRM system. This software will help you maintain all prospect details, identify qualified prospects, assign them to the right property agents, update prospect status, determine next actions, send information automatically, and much more.    

Create SEO Optimised Websites To Improve Discoverability

As more and more real estate connections are moving online, getting in front of the right audience is becoming increasingly difficult. For property agents or agencies looking to drive conversions and get discovered by the right customers,  an SEO optimised property website has never been more important. SEO helps optimise your online content to attract people through organic search results by appearing on the first page of a search engine like Google.

To make sure your real estate website ranks, you’ll need to develop a strong focus on creating content that includes keywords and links for terms that your target audience is searching for. But in the highly competitive arena of real estate marketing, this isn’t always enough. Google also prioritises websites that deliver a great user experience and are optimised for mobile, so you will have to make sure your site delivers on a number of factors outside keywords to rank highly.    

Keep An Eye On The Competition

You should not get  too comfortable and content with what you have accomplished so far. Your competitors could always outperform you at any time. Therefore, it is crucial to take note of what they are doing. Find out what marketing strategies your competitors use, what their promotion techniques are like, where they get their clients and any other important information that may help you overtake their success. One of the best methods to gather information from your competitors is by communicating directly with them. This can be done by submitting inquiries via Whatsapp chat, telephone, email, or attending their webinars.  

Create Social Media Content to Boost Your Brand Exposure

In addition to enhancing your real estate website content, try to actively post informative content on popular social media accounts like Instagram, Facebook, and Tiktok. Nowadays, people tend to be more actively looking for properties online, so make sure your property can be easily found on various social media sites. Post high-resolution images and videos of your property and make an interesting caption in every post. You can also use paid ads whenever you feel the need to boost sales. To ease this responsibility, you can consider getting the help of a real estate marketing company to help you promote your property to the right audience.    

Showcase Customer Testimonials To Build Your Credibility

One of the best ways to market your real estate business is to let your clients do the talking. Social proof remains one of the most powerful tactics to convince customers that you’re the right person to handle their property. Real estate testimonials from previously satisfied clients are an excellent way to show new or potential clients how you’ve helped others in the past and bolster your credibility and trustworthiness. You could choose to have a testimonials page on your property website or you could shoot video testimonials of your clients – this is particularly useful since people specifically seek out videos of customer testimonials when choosing a real estate agent.  

Send Newsletters & Email Marketing Campaigns

Email marketing for real estate is one of the best strategies for building strong relationships with your prospects or tenants. Collect emails from your website, online ads, or any events you’ve held before. Send your newsletter subscribers what they are looking for, such as notifications about your upcoming project launches, your new properties, webinars that you offer online, tips on choosing properties, and more. If you happen to sell properties in different geographical areas, you’ll want to group your newsletter subscribers based on their location, ensuring that they only get relevant updates from you.

Sending emails to many consumers will be challenging to implement if you do it manually. Therefore, finding a good real estate marketing company that can help you create, setup and automate email campaigns is the right choice to strengthen relationships with clients. Having email campaigns setup will help agents and agencies automatically send marketing emails to multiple recipients, perform SMS marketing, and create custom email templates according to your needs.  

Run Geo-Targeted Digital Marketing

One of the best tactics to use when marketing your real estate business is to target specific areas as far as possible. A great way to do this is to use geo-targeted digital ads have your ads show up to people in a specific location. When it comes to building recognition in a local market, geo targeted marketing is as effective as it gets. Focusing on specific locations can drastically improve your results and actually result in more business than if you focused on broader, more general areas.

Property agents can choose to display different content for their ads based on geographic locations so as to reach people that are most likely to be looking for houses in a particular area. Instead of trying to be the number one agent in your entire country, why not be the number one agent in a specific neighbourhood? When you focus on your local market, you can deliver ads that speak directly to the people and culture of your community, showing off your deep understanding of your area in the process.  

Create 360 Video Tours Of Your Properties

Most potential home buyers nowadays seek out video content during their house hunting process. People are looking for houses online more than ever – and in a time when travel is still somewhat restricted and people are cautious about visiting houses, video walkthroughs can help with making critical buying decisions. 360 video tours offer more insight into how a home is realistically represented and provides potential buyers with a sense of spacing and layout that images can’t always capture.    

List properties on online marketplaces

Make sure you list all your properties on online marketplaces to get them in front of as many potential buyers as possible. Many real estate websites also provide free profiles for agents across the local housing market. Agents are able to claim their profile and fill in their information such as name, brokerage, contact information, area of expertise, and covered markets. Having a strong profile on these sites will also encourage potential buyers and sellers to contact you to sell their homes.  

Conclusion

In conclusion, for real estate agents looking to increase their sales, a multifaceted approach is essential. This includes staying abreast of the latest market trends and leveraging technology for marketing and client engagement. Building a strong network, consistently delivering excellent customer service, and nurturing long-term client relationships are also crucial.

Personal branding and specialisation in a particular niche can set agents apart from the competition. Continuous professional development and adapting to new sales strategies can further enhance their ability to close deals. By combining these elements, agents can not only boost their current sales but also lay the groundwork for sustained success in the competitive field of real estate.

Stay tuned with the realestatemy.com/blog for more up-to-date tips and guides for real estate marketing professionals.

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Singapore is home to some of the most prominent and innovative property developers in the world. These developers have been instrumental in shaping the landscape of the city-state, and have contributed to the growth and development of Singapore as a global business and financial hub. From luxury high-rise condominiums to sprawling commercial complexes, Singapore’s top property developers have a wide range of projects under their belt, all designed to meet the ever-changing needs of the modern city.

In this article, we’ll take a closer look at the top 10 property developers in Singapore. Whether you’re a real estate investor, a business owner, or a resident of Singapore, these developers are worth keeping an eye on as they continue to shape the future of this dynamic city-state. Here are the top 10 property developers in Singapore:

CapitaLand Limited

CapitaLand Group (CapitaLand) is one of Asia’s largest diversified real estate groups. Headquartered in Singapore, CapitaLand’s portfolio focuses on real estate investment management and real estate development, and spans across more than 260 cities in over 40 countries.

Within its ecosystem, CapitaLand has developed an integrated suite of investment management and operating capabilities that supports its real estate businesses and platforms in building core competencies across the real estate value chain. With this full stack of capabilities, CapitaLand can optimise the strategies of its listed real estate investment management business CapitaLand Investment, and its privately held property development arm CapitaLand Development; to drive competitive advantage for its businesses.

City Developments Limited

City Developments Limited (CDL) is a leading global real estate company with a network spanning 104 locations in 29 countries and regions.

Listed on the Singapore Exchange, the Group is one of the largest companies by market capitalisation. Its income-stable and geographically diverse portfolio comprises residences, offices, hotels, serviced apartments, retail malls and integrated developments.

With a proven track record of 60 years in real estate development, investment and management, the Group has developed over 48,000 homes and owns around 23 million square feet of gross floor area in residential for lease, commercial and hospitality assets globally.

UOL Group Limited

UOL Group Limited is a Singaporean headquartered company focusing on investment, development and management of real estate across the Asia-Pacific region. The Wee Family, significant shareholders of United Overseas Bank are the largest shareholders of the company. The company is a constituent member of the Straits Times Index.

The company was founded in 1963 as Faber Union Limited, a subsidiary of Faber Union (HK) Limited. Singapore Exchange It became a publicly traded company in 1964.

Mapletree Investments Pte Ltd

Keppel Land Limited

Keppel Land is a wholly-owned subsidiary of Keppel Corporation, a Singapore flagship multinational company providing solutions for sustainable urbanisation, focusing on energy & environment, urban development, connectivity and asset management.

Keppel Land is an innovative urban space solutions provider that leverages technology to deliver sustainable and customer-centric solutions that enrich people and communities. It is focused in the areas of sustainable urban renewal, senior living, urban living, retail and large-scale integrated developments.

Its award-winning portfolio comprises investment-grade commercial properties, residential developments and integrated townships. It is geographically diversified in Asia, with China, Singapore and Vietnam as its key markets, while it continues to scale up in India as well as other developed markets globally.

Oxley Holdings Limited

Oxley Holdings Limited (“Oxley” or “the Group”) is a home-grown property developer with a diversified portfolio including property development, property investment and project management. Oxley is listed on the Main Board of the SGX-ST.

The Group currently has a business presence across seven geographical markets including Singapore, the United Kingdom (the “UK”), Ireland, Cyprus, Cambodia, Malaysia and the People’s Republic of China (“PRC”). The Group specialises in the development of quality residential, commercial, industrial and hospitality projects.

Since Oxley’s incorporation in March 2010, the Group has launched a portfolio of 51 projects, and completed 40 projects across various countries, demonstrating its comprehensive execution capabilities.

GuocoLand Limited

GuocoLand Limited (“GuocoLand”) is a public company listed on the Singapore Exchange Securities Trading Limited since 1978. Headquartered in Singapore, the principal business activities of GuocoLand and its subsidiaries (“the Group”) are property development, property investment, property management and hotel operations.

The Group has established property operations in the geographical markets of Singapore, China and Malaysia, through a portfolio of quality integrated mixed-use developments as well as other premium residential, commercial, retail and hospitality developments. As a premier real estate group, GuocoLand is focused on achieving scalability, sustainability and growth in its core markets through its property development, investment and management businesses.

In recognition of its portfolio of quality, innovative developments and commitment to business excellence, the Group has been honoured with numerous awards and accolades both in Singapore and internationally.

Hong Leong Holdings Limited

Hong Leong Holdings Limited (HLHL) was established in 1968 as the privately-held property development and investment arm of the Hong Leong Group. As one of the pioneers of the real estate scene in Singapore, HLHL has since emerged as a major player in the property market, making it one of the most sought-after providers of a comfortable home. To date, it manages 8 commercial projects and has developed close to 100 residential properties, including a range of mid to
high-end residential projects in some of the country’s most coveted neighbourhoods.

Looking forward, HLHL continues to seek improvement and expansion in its business while maintaining its distinct level in design, sustainability and customer service.

Bukit Sembawang Estates Limited

Bukit Sembawang Estates Limited (BSEL) is a public-listed company incorporated in Singapore in 1967 with a focus on property development, investment and other property-related activities. As one of Singapore’s pioneer residential property developers, BSEL has established a reputation in delivering fine quality landed homes, private condominiums and apartments.

Bukit Sembawang Estates Limited’s widely acclaimed portfolio includes completed projects such as 8 St Thomas, The Vermont on Cairnhill, Skyline Residences, Nim Collection, Luxus Hills and Mimosa Terrace. Awarded the BCI Asia “Singapore Top Ten Developers”​ in 2017, BSEL is committed to designing and building distinctive homes of the highest standards that satisfy the aspirations and lifestyles of their customers, for generation after generation.

Chip Eng Seng Corporation Ltd.

Chip Eng Seng Corporation Ltd (“the Group”), listed on the Mainboard of Singapore Exchange Securities Trading Limited (“SGX-ST”), is a multinational conglomerate company with businesses in construction, civil infrastructure, precast technology, environmental, property development and investment, hospitality, as well as education. 

Founded in the 1960s, the Group started its business as a building subcontractor for conventional and landed properties, and was appointed as main contractor for its first Housing & Development Board (“HDB”) project in 1982. Over the years, it grew from strength to strength and diversified into the construction of private condominium projects and engaged in precast technology. 

Leveraging on its accumulated experience and know-how, the Group scaled up the property value chain to undertake property development and investment in the 1990s. Its property development and investment portfolio spans shophouses, residential, commercial, industrial and mixed-use development projects. To further diversify its business, the Group made its foray into the hospitality industry in 2015 and the education sector in 2018.  

Wrapping up

And that’s a wrap on the movers and shakers of Singapore’s real estate development scene for 2023! From skyline-defining skyscrapers to cosy neighbourhood enclaves, these are the companies setting the gold standard in creating spaces where dreams are built, and life-long memories are made. So, whether you’re in the market for luxury living or a snug starter home, these top-tier developers are sure to have something that’ll tick all your boxes. Go on, take the leap with any of these trailblazers and plant your roots in a place you’ll be proud to call home. Here’s to new beginnings and solid foundations in the heart of the Lion City!

Stay tuned with the realestatemy.com/blog for more up-to-date tips and guides for real estate marketing professionals.

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With the announcement today of the Apple Vision Pro, we will dive into how Virtual Reality (VR) technology has the potential to significantly impact the real estate industry now and in the future. Apple’s Vision Pro a revolutionary spatial computer that seamlessly blends digital content with the physical world, while allowing users to stay present and connected to others. Featuring visionOS, the world’s first spatial operating system, Vision Pro lets users interact with digital content in a way that feels like it is physically present in their space.

The breakthrough design of Vision Pro features an ultra-high-resolution display system that packs 23 million pixels across two displays, and custom Apple silicon in a unique dual-chip design to ensure every experience feels like it’s taking place in front of the user’s eyes in real time.  

Download Now: Real Estate Content Marketing Guide [Free Access]

What is Virtual Reality (VR) Technology?

Virtual Reality (VR) technology is like stepping into a whole new world without ever leaving your chair. Imagine putting on a headset and suddenly, you’re walking through a Parisian street, touring a yet-to-be-built apartment, or training in a simulated environment – all while physically being in your living room. VR creates immersive, 3D virtual environments that can be interacted with in a seemingly real way.

It’s a blend of software and hardware, including a headset that tracks your movements, and sometimes hand controllers for interaction. This technology transports you into computer-generated worlds or real-world places recreated in stunning detail. In the realm of real estate, VR allows potential buyers to tour properties from miles away, offering a level of convenience and realism that photos or videos can’t match. It’s not just a glimpse; it’s an experience, a way to explore and feel a space as if you were really there. Whether for gaming, training, education, or real estate, VR is changing how we see and interact with the world, making the impossible seem possible.

Here are several ways the Apple Vision Pro and other VR technologies can impact the real estate Industry:  

Pre-construction Planning

For property developers, VR can be used to showcase pre-construction projects. Buyers can experience the finished product in a virtual environment before it is built, providing a better understanding of the layout, design, and potential issues. This can help developers market their projects more effectively and secure pre-sales.  

Virtual Property Tours

VR allows potential buyers to take virtual tours of properties without physically visiting them. This technology can save time and travel expenses for both buyers and sellers. Buyers can explore properties remotely and get a realistic sense of the space, layout, and ambiance.  

Enhanced Visualisation

VR can help buyers visualise properties more effectively. They can virtually stage the property with different furniture and decor options to see how it would look. This allows buyers to imagine themselves living in the space and make more informed decisions.  

Global Reach

VR enables real estate companies to showcase their properties to a global audience. International buyers can virtually explore properties without the need for physical visits. This can expand the market reach and attract more potential buyers, including those who may not have the means to travel.  

Accessibility

VR technology can improve accessibility for individuals with mobility challenges or those located in remote areas. They can virtually explore properties and make informed decisions without the need to physically visit each location.  

Cost Savings

Virtual property tours can save time and resources for real estate agents and buyers. It reduces the need for multiple in-person visits and allows agents to focus on serious buyers. Additionally, developers can use VR to market properties before they are built, potentially reducing costs associated with physical showrooms.    

Conclusion

We at RealestateMY are continuously pushing the boundaries of innovation in the real estate industry, and believe VR technology will rapidly reshape the real estate industry, offering an array of benefits and opportunities. From immersive property tours and global reach to cost savings and design customisation, VR has the potential to transform the way we buy and sell properties. As technology continues to advance, we can expect VR to become an integral part of the real estate experience, revolutionising the industry and empowering buyers and sellers alike. The future of real estate is virtual, and it is time to embrace the limitless possibilities that VR brings.

Stay tuned with the realestatemy.com/blog for more up-to-date tips and guides for real estate marketing professionals.

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Taking great photos of your property

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In the previous part of the series about real estate print collateral, we reviewed some of the print collateral you can use to market your real estate business in the real world. In this part of the series, we will quickly cover real estate digital collateral, and the materials you will use online to promote your real estate brand and services. For example:

• Social media graphics
• Videos
• Infographics
• Banner ads
• Property Reports
• Location Reports
• Sales proposals
• Slide presentations  

Whether you’re in residential real estate, commercial real estate or industrial real estate, your online presence plays an important role in how your property brand is perceived. Digital real estate collateral can help you quickly deliver key messages that influence your client’s perception . Let’s explore a few ways to use digital real estate collateral on two of your most prominent online platforms: your real estate website and your social media profiles.

Download Now: Real Estate Social Media Posting Calendar [Free Access]

ON YOUR REAL ESTATE WEBSITE

Your property website is the headquarters of your online presence, because you have full control over your real estate website’s design and presentation, it’s also the perfect place to showcase your digital real estate collateral. From your website home page to services pages and other landing pages, all these pages offer opportunities for you to share relevant content with your audience. You already know that your image is one of your most valuable real estate assets. Spend a little more on professional photography and designs and skip the common stock photos. It might take a little more investment, but your property brand will stand out and look better for it.

As an example, you can share property slide presentations, project flyers, home owner tip sheets, or even eBook downloads with your visitors. A flyer could advertise upcoming projects or events, such as a new project launch. An informational property report can make an impressive free gift for visitors to download and review. Printable property checklists are also a valuable resource for potential clients. You need to get creative and think about what content might resonate with your client base. Every client interaction is a chance to build your real estate brand and leave a stronger impression on your potential clients.

ON SOCIAL MEDIA

Increasingly, real estate professionals are expected to be present and relevant on all social media channels, and be experts at real estate social media marketing. This trend is reflective of today’s digital consumers who are your potential clients. These potential clients, who now have an average of 5 different social media accounts, expect to find all their favourite brands, products & services on their favourite social media platforms.

But sometime social media can be tricky, as each platform has its own culture, and property agency brands need to be fluent in a platform’s culture to be really understood and appreciated. For example, the way you speak to clients on Twitter could be very different from how you speak to them on LinkedIn.

Of course, we now know that successful brand marketing is deeply rooted in consistency. So how can your real estate brand speak differently across multiple platforms while still maintaining your brand identity? Well you will have to use elements like colour palette, fonts, images and voice to set the right tone. Tailored to the platform , but never lose the integral pieces of your real estate brand’s identity.

Let’s take a look at five major social media sites and how you can best use them to reach your audience.

Facebook

With a stunning 1.5 billion users, Facebook is the heavyweight of social platforms. It offers great organic reach, as well as detailed targeting for paid advertisements. You can drive traffic to your website by sharing links, but don’t stop there. Great images are key to attracting attention, and video often performs even better. You can host live streams to interact with your followers in real time, like hosting a question-and-answer session or a virtual open house.

Twitter

Did you know that the majority of world leaders have a Twitter account? More than any other platform in this list, Twitter thrives on news. It gives you a snapshot of what’s happening around the world at any given moment. Thanks to hashtags, it’s easy for your brand to jump into trending conversations as they unfold? just make sure to do your research first.

Instagram

Over 40 billion photos have been shared on Instagram . It’s a rapidly growing platform for visual content, which makes it a perfect match for real estate. Instagram is a great place to show off beautiful homes, both inside and out. The platform lends itself well to inspirational content, so you could easily showcase home interior design ideas, luxurious homes, and happy clients.

Pinterest

Although this social media platform is popular among females, don’t let its reputation fool you, because 40% of new signups come from males. If you’re looking to connect with millennials, they use Pinterest as much as they use Instagram . Interestingly, it’s also a highly visual platform . Users create boards dedicated to different topics, then they collect pins to populate those boards. It’s a hub for wishes and ideas, making it the perfect place to show off your collection of properties.

LinkedIn

In real estate, building relationships with clients is critical, but it’s also important to network with your real estate colleagues. LinkedIn is the world’s largest professional network, which makes it a valuable channel for building thought leadership in real estate. One advantage to advertising on LinkedIn is that you can segment your audience by industry and job title, which is great if you’re targeting a certain income level or looking to grow your team.

Remember that each social media site requires different post formats and sizes. To make your visuals effective, you’ll have to create custom images to fit each one. Don’t worry, you don’t have to memorise a list of measurements. If you start with social media templates, you can create pixel-perfect posts in no time using your brand’s fonts, colours & images.

You might not jump onto all these social platforms at once, but each one offers important benefits for your brand. Determine which ones would be the best fit for your property brand right now, then add more as you feel comfortable. There are plenty of others outside this list that you could consider, too, like Youtube or Tiktok.

Congratulations.

You have made it through our complete guide to real estate branding. We hope this blog series has given you a great foundation of branding principles and an illustrative variety of real-world examples.

Now it’s time to incorporate what you’ve learned into the day-to-day management of your real estate brand. Whether your property agency’s biggest opportunities lie in brand consistency, sales enablement, or another aspect of branding, you can use your leadership to drive positive change and help your property agents & teams recognise the power and impact of a well-executed real estate brand.

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Your real estate brand is shaped every day by the thousand small gestures clients get from your company and staff. A gesture might be an interaction with one of your agents, a post on your real estate agency’s Facebook page, or a direct mail postcard received.

Since all these elements contribute to building your real estate brand, it’s vital to be consistent with the brand message that each gesture is communicating.

So what impact does real estate brand consistency (or inconsistency) have on your property business? Here are the main areas to think about when considering your brand consistency:

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Brand Compliance

• Nearly 90% of property professionals agree that it’s important to present their personal property brands consistently in all the places clients might encounter them, but less than half of property agents are actually doing it.
• An alarming figure, is that less than 10% of property agents say that their real estate brand presentation is very consistent.
• Almost all property companies have branding guidelines, but only a quarter have brand guidelines that are consistently enforced.
• Over 60% report that materials are always, often or sometimes created that don’t conform to real estate brand guidelines.

Brand Impact

• Real estate companies with brand consistency issues estimate, on average, a 18% increase in revenue if their property brand was always presented consistently.
• Consistent property brands are more visible, and highly visible property brands act like magnets, attracting clients while conveying the agency brand promises, reinforcing value, and encouraging loyalty. Careless or inconsistent presentation of your real estate brand robs it of these powers, and as a result, you miss out on clients, sales and revenue.
• Managing a real estate brand well by presenting it consistently has a real impact on growth. Imagine driving a 18% lift in revenue just by enforcing real estate brand compliance. This metrics alone should compel any real estate agency to make brand consistency a high priority for their company and staff.

But before your property agency can improve its brand consistency, you have to understand where you are at today with your property brand. And when it comes to creating branded content, most agencies tend to fall into one of two traps: The Wild West and the Brand Prison.

1. The Wild West of Brand Consistency

This is what happens when there’s no formalised system of property brand guidelines for agency or team, but even if those brand guidelines do exist, they’re not actively practiced or being enforced. If your property agency doesn’t have a designated agency brand champion, then it’s up to each agent to make sure the real estate brand is represented consistently to clients.

In other words : If it becomes everyone’s job, it becomes no one’s job. This is the perfect recipe for disaster and poor brand consistency. Is your property agency going through the Wild West? If so, you’ll notice these characteristics:

• No real estate brand guidelines (or brand guidelines are not enforced)
• Everyone creates their own content without guidance or direction from leaders
• Brand presentation is highly inconsistent and different from peers.

It time to change this mindset ASAP, because if it continues it will be detrimental to your brand in the long run.

2. The Brand Prison

On the other side of the coin, the brand prison is complete and total lockdown on your agency. You have to leave your pens and papers at the door, because in the brand prison, only the guards have the right to be creative. Hope you didn’t have any big creative ideas.

This is what happens when no one can create real estate branded content except for principles or design teams. And while that might have worked in the old day, and for certain types of brands, today it’s a real burden for modern real estate brands. Which agent has time to wait 1 week or more for an updated brochure design, property flyer, or Facebook image? Not only that, but agents usually enjoy adding some personal flair to their marketing collateral. Unfortunately, the company has decided that it’s too risky to trust its agents with any branding whatsoever.

Is your property agency a brand prison? If so, you’ll notice these characteristics:

• Principles creates all content (bottleneck)
• Designers/admin are overloaded and stressed
• Agents often go rogue and create their own content

Now, in contrast to the wild west and brand prison, imagine a world where all property agents, admin, partners & vendors are empowered to create customised and beautifully branded materials all on their own.

These are the agencies that have escaped the Wild West and the brand prison. They’ve recognised and embraced the world of modern branding by empowering their teams with the tools and processes needed to create consistent, on-brand real estate content.

Please stay tuned to the next part of the series where will explore in detail on how to properly manage your real estate brand consistency.  Here are the next topics in the series:

• Sales Enablement
• Print Collateral
• Digital Collateral

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WHAT IS REAL ESTATE BRAND MANAGEMENT?

This term may be slightly misleading. Brands aren’t managed or they? They are shaped, guided and moulded over time. Although you can’t actually control every single experience a client has with your real estate brand, you can drive and influence their perception of your brand. Brand management will help you establish, position and maintain your brand’s image in the eyes of your clients.

To make this process easier to understand lets break it down into phases: 1. establishing, 2. positioning and 3. maintaining your real estate brand.

1. ESTABLISH YOUR REAL ESTATE BRAND

This is the brand creation phase, where all the assets outlined in the previous series chapters are drafted, iterated and finalised. It includes the big ideas about your real estate brand as well as the tiny details like logos, fonts and colours. In this phase you should have a definitive beginning and end, with a strong brand idea.

If you join an existing agency after the brand has been established, you probably won’t participate in this phase, unless their brand has lost appeal and you are faced with the challenge of assisting with rebranding.

2. POSITION YOUR REAL ESTATE BRAND

This is really the communication phase, where the sales and marketing help to spread the word and build expectations around your real estate brand. All your communication needs to be aligned with the brand identity established in the creation phase, which means every brand player you work with, needs easy and direct access to all your current real estate brand assets.

No one in your team should have to waste their time trying to tracking down assets or creating their own versions of the brand. This is the perfect time to make sure your assets are widely available to anyone who uses them . Otherwise, your efforts to create a strong brand identity and culture will be severely diminished.

3. MAINTAIN YOUR REAL ESTATE BRAND

Once your real estate brand has been established in the market and is resonating well with your client base, it’s time to move into the brand maintenance phase. You should monitor what’s said about your real estate brand online, including social media posts and reviews, so that you can jump on any negative sentiment and to turn them positive. This includes brand hygiene, which is making sure that assets are updated and available for new channels and mediums.

Positioning and maintaining your real estate brand are phases without distinct conclusions. Most brands will move back and forth between them as they execute marketing campaigns to make sure their brand is still on the right track. You should visualise them as a cycle, where positioning is proactive and maintenance is reactive. These two phases complement each other to deliver a consistent, compelling real estate brand message.

REAL ESTATE BRAND MANAGEMENT IN THE DIGITAL WORLD

In this day and age the internet has transformed real estate brand management, and it’s much more involved today than it was a few decades ago. Brands have a large number of digital channels to deliver their message and clients have the ability to voice their opinions and feedback much more powerfully than ever before.

Considering that: 93% of customers read online reviews regularly, and 80%of them say they’re influenced by their online research.

Here’s another one: 88% of customers would be less likely to buy from a brand that has unanswered complaints on social media channel.

If you brand isn’t participating and driving these conversations online, your silence could be a major killer to your real estate brand. But it’s not just the response that matters, It’s the story your responses tell about your brand. Your real estate website and social media channels are extensions of your real estate brand, and consistency matters online just as much as it does in the offline world. A lack of brand consistency will make your brand less memorable and less trustworthy to your clients.

We find that empowering your property agents with a strong brand identity and the tools to represent the brand well is a cornerstone of success and future growth for a real estate brand.

DIGITAL ASSET MANAGEMENT

The biggest impact the internet has had on real estate brand management is the way we organise and share branding assets across a variety of digital channels.

When brand management was popularised in the 1960s, a company’s marketing was handled by a tiny group of trained brand experts. Brand copy and art were produced to very strict specifications, delivered to printing presses, then shared with a mass audience on billboards, print ads and television. Controlling consistency wasn’t very difficult back then because all the marketing passed through the same few hands.

Even a decade or so ago, online brand management was much more simple. If you launched an online advertising campaign in 2000, you basically had three channels to worry about: your website, your emails, and banner ads. There was no Facebook, no Instagram, no Linkedin and no collection of digital services and social media that we have today.

Web 3.0 with all its multiple of different segmented channels. So rather than just a tiny group of marketing experts, you have a whole network of people producing content for your real estate brand. Think about it: marketing, sales, public relations, human resources, vendors, partners, agencies. Today, nearly everyone in the network is a marketer.

The problem is, not everyone knows how to create content that is on-brand. One way to combat this problem is digital asset management. DAM software acts as a repository for branded files. (Like Google Drive.) By collecting these resources all in one place, anyone who needs to use a brand logo or a letterhead can access them . Team member just access the database, download the files they need, and go on their way promoting the brand.

Even though this is so much better than sending files via email or driving across town to deliver a logo on film like in the old days, it still leaves the problem semi-solved. Property agents can download logos, fonts and documents, but do they know how to use them in the correct way that 1) demonstrates good design, and 2) maintains brand compliance, If you have ever witnessed stretched logos and clashing colour palettes, you know that this does happen with property agents who don’t follow the brand guidelines.
So you might be thinking, So what if sometimes a property agent uses the wrong brand colours or logos in the wrong format. What’s the big problem? Well It might seem like small issues and is there really any harm in having an inconsistent branding?

Well, that’s a good question and we will answer it in the next part of this branding series.

So please stay tuned to the next part of the series where will explore in detail on how to properly manage your real estate brand consistency. Here are the next topics in the series:

• Brand Consistency
• Sales Enablement
• Print Collateral
• Digital Collateral

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