Campaigns for the real estate market: are you sending the right message
With the competitiveness of the real estate market, it is increasingly necessary to establish your brand and carry out a marketing plan that makes it stand out among so many others. Holiday dates play an important role in this real estate marketing plan. In this post, we will bring tips for you to build campaigns for the real estate market on holidays. Commemorative dates are an opportunity for you to get closer to your audience, associating your brand with dates that mean something in people's lives. With that in mind, it is important to understand the true meaning of each date, not only in the emotional sense, but also in the commercial sense. You may not be the person who runs your own real estate campaigns. If you manage a large real estate company, in fact, it is very likely that you will hire an agency that takes care of your communication. However, we believe that it is very common for real estate agents, construction companies and self-employed brokers to have an internal marketing sector or to produce their own campaigns. In addition, in any case, understanding the date and how it can be used in the real estate market can facilitate conversation with agencies, in case this relationship exists.
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Schedule
We will increase this post with more campaign ideas, as the dates are approaching. Our forecast for launching the parties is: Mother's Day - posted Valentine's Day - posted Father's Day 29/07 Children's Day 09/30 Black Friday 11/27
Thinking about the concept of campaigns for the real estate market on commemorative dates
First of all, you need to think of ideas that suit the ideals of your real estate business. The way your real estate business communicates will influence how your campaign will look.
Define a campaign concept
What does that mean? That you need to think about your brand before anything. If you notice that your real estate agent does not usually have customers who buy houses for the mother, this approach may have a weak appeal in the public. You need to understand what you normally offer and fit Mother's Day, or any date, into it. You need to understand your customers' consumption habits - but also experiment. Perhaps a campaign that gives a discount to mothers who visit a home in the week of Mother's Day will have a very positive effect, perhaps not. Knowing your own company and your audience will be what will make your campaign very positive, or very negative.
1. Valentine's Day Campaigns
Valentine's Day is coming up on June 12th, and you can (and should) think about how to communicate on that date. Just like on Mother's Day, it is possible to relate the emotional sense of the date with the commercial. Valentine's Day has a very large commercial purpose, where even the sentimental aspect is highly related to the idea of physical gifts. However, giving a property as a gift to your boyfriend is not the most common thing in the world. Therefore, we can think of ideas for placements of softer campaigns and that explore the relationship between the sentimental and the commercial of the date in a more subtle way . From a commercial point of view, it is possible to think of the idea of the property as a place to be with those we love. This idea is often explored
1. The positioning of the Valentine's Day campaign
When thinking about campaign placements for Mother's Day, we first think of different placements that would apply to real estate. The imagined placements were:
- "We are a real estate company focused on making people's dreams come true".
- "I am a broker who seeks to understand the client and bring the ideal property for him".
Just like in the Mother's Day campaign, and as it will be in any campaign you develop, the concept of the campaign needs to fit the company's positioning. No matter if you are going to try to use the date to sell or rent property, or to reinforce the brand. It is essential that everything is consistent and respects your company's branding.
2. How your placement fits within the date
So, let's think about the Valentine's Day campaign within each of these contexts. Remember that these are just a few ideas to help you think about these campaigns. However, when producing campaigns you can think of several other possibilities that fit your position. These are just examples.
- Talking about young couples, in search of their first home, is a good request for a real estate company that says it is focused on making dreams come true. But the possibilities are endless. It is possible to talk about moving to older couples, associating real estate with the dream of building a family, etc.
- If you work with the client's specificity, a campaign on diversity of types of couples can be a good one. Show that you offer properties that suit any type of couple that you seek to understand the client. In the following video, by Americans "The Smith Group", a group that sells luxury real estate, they explore the idea of couples of all kinds "enjoying" life together in luxurious real estate. With a simple message that encourages love, the company is present on the date and also reinforces its values and positioning.
https://www.youtube.com/watch?v=7PbBHKGVyEU it is not impossible that some customer wants to buy a property for Valentine's Day gifts, but even if it is a public with high financial power, the date is not the one that more fits in that context. Therefore, we think that the idea of the couple buying a property together, or of families, is more worth thinking about than the idea of giving as gifts. Talking, too, about how the house plays an important role in creating the couple's memories is a good request. Real estate firm Soma, from Santa Maria-RS, one of the few to have started its Valentine's Day campaign, chose an approach in this regard.
3. Concept
Once again, it is important to turn these ideas into concepts, using a campaign phrase or slogan, which is divided into the various media in which you are going to invest. To learn more about which media to invest in your campaigns, this post has a session talking specifically about it, near the end.
2. Mother's day campaigns
Let's think of Mother's Day in both senses: emotional and commercial. In the emotional sense, we possibly have the most obvious meaning of the date. Mother's day refers to the idea that we should be grateful for everything we receive from our mothers, or from the person who corresponded to her in our lives. More than a feeling of love that needs to be demonstrated, the date is very reminiscent of the idea of an obligation of retribution. From a commercial point of view we have two more obvious possibilities, both of which are very much related to the emotional sense. The first is to sell / rent. Associating the idea of thanks and retribution with the purchase of a property, or the rental of a beach house are real opportunities - although not very common. The second approach, on the other hand, relates to simply maintaining good communication with your customers. In this sense, what will happen is that your campaign will only "take advantage" of the emotional sense of the date to create another bond in the real estate / client relationship. This may seem cold, but it doesn't have to be. Everything will depend on how your real estate company communicates.
1. The positioning of the Mother's Day campaign
Your positioning as a company is therefore the first thing you need to keep in mind when thinking about campaigns for Mother's Day in the real estate market.
- "We are a real estate company focused on making people's dreams come true".
- "I am a broker who seeks to understand the client and bring the ideal property for him".
These are examples of different positioning. It is necessary to understand that each real estate company has a different position in the market, and therefore, it must communicate differently. Online positioning is a result of your overall positioning. Still, it is also important for your company's communication. Planning well and understanding how your company's online positioning works will help a lot when creating your campaigns.
2. How your placement fits within the date
This may be repetitive, but what we see most is several real estate companies with different focuses occupying the same communication space. Understand how your placement works it will avoid "unnecessary competition" in the media - which is not to say that day-to-day competition will cease to exist. Returning to the examples in the previous item, we can think of some approaches to campaigns for Mother's Day in the real estate market that fit each position:
- A real estate company that wants to make dreams come true already has several very good concepts within this positioning. Appealing to the emotional side, talking about how your mother helped you make her dreams come true and now you can reciprocate is a good idea. This type of campaign, in fact, has already been carried out and generated good results.
- If you seek to understand the client, you can focus on the variety of mothers, how you understand the differences and are ready to serve people with different stories.
Attention!
All of these ideas relate to the idea of selling real estate on Mother's Day. However, selling may not be the best choice for a campaign. Depending on your audience and how you relate to them, campaigns may, or should, be less focused on sales. Talking about the sentimental side on Mother's Day, not to mention sales or financial gains, is a good way to strengthen the relationship with your customers and strengthen your brand. That's why you need to understand your audience very well. Doing research with your brokers (or yourself) to understand your buying habits will help you understand how to communicate with them. Only then will you be sure how to approach your customers in communication campaigns.
3. The concept
When you understand what approach you will take in your Mother's Day campaign, you need to turn that approach into a concept. Ideally, you should write this concept in a sentence that conveys well what you want to communicate. In addition, the concept needs to adapt well to all the communicational "pieces" you make. But we will talk about that later.
Choose the media where the campaign will run
Even to understand the best way to produce the campaign, it is necessary to know where it will be carried out. Let's talk about some media, digital and offline.
Digital media
Facebook may be losing some of its popularity, but it is still the largest social network. Running a Facebook campaign is still of great value to your real estate business. In it, appealing to the emotional side may be the best alternative. Sharing makes the difference and exciting posts about the holidays should bring good results.
The Instagram audience may be more willing to messages related to the idea of vacation properties, for example. That's because the social network is still associated with a "more refined aura", in a way, than Facebook.
- Youtube
Many consider videos to be the greatest communication tools today. And they really can be. More than doing a campaign bringing a message about Mother's Day or advertising (which are viable options), the videos allow you to show cases more efficiently. Ninho's video for Mother's Day 2019 shows a good way to create a connection between your brand and the date. This is especially so because there is no direct reference to what the brand does. Campaigns in this tone may not even talk about buying or selling real estate, but they cause an emotional reaction that links your business to good feelings. This helps to increase brand recall. https://www.youtube.com/watch?v=88YhtuFlexY&t=37s
E-mail is certainly a way to keep in touch with customers. More than that, e-mail is an ideal platform to advertise your properties more directly. In addition, if you have inbound marketing practices well applied in your company, sending e-mail will be very well targeted, and may have an immediate effect on your sales.
Traditional (physical) media
- Greeting Cards (8)
Mother's day cards may look old-fashioned, but they appeal to older customers (and some younger ones as well). Having a physical reminder of the date can help improve customers' relationship with the brand. This applies to the most varied holidays. It is worth observing the reactions of customers who receive these cards to decide whether you should apply this to the other dates.
- Others
Billboards, television, radio. There are several other traditional media where you can campaign for Mother's Day in the real estate market. However, evaluate the need for these media very well. Some audiences are still much related to these media and will have a very positive reaction. Anyway, they reach a large and unspecified audience. In addition, they make it difficult to create campaigns that are more specific to your audience.
Make and launch your campaigns for the real estate market on holidays
With a concept in hand and with the chosen media, you can launch your campaign. It is important to pay attention that the concept is reflected in your campaign, in all media. To disagree with the concept will make sure that the message is not transmitted as it should. The campaign should be launched with care. Think about how you are going to reach people and through what tools. Using Facebook or Google Ads is a great option to reach a specific audience, in the digital environment.
Follow the results and plan the campaign for the next holiday
Finally, keep in mind that the impact of a campaign is definitely the most important part. With social media, your reputation depends only on your customers, and you can get out of control without the right care. So keep an eye on what people are saying about your campaign. If necessary, talk to people, clarify statements. If the error pointed out by people is consistent, consider removing the placement campaign. In this case, it is important to talk about what happened and take a stand, forgetting what happened will do nothing for your brand. With campaigns for the real estate market, on commemorative dates, well planned and consistent with what your brand proposes, you improve your relationship with customers and still make some extra sales.
