To choose just five property marketing trends wasn’t easy. We could have given you any number with the potential to shape real estate marketing.
However, the trends you’re about have been prevalent across Australia, New Zealand and the rest of the world in the last 12 months.
We’ll increase our use of digital channels and cutting-edge technology to generate leads and conversions, and market and sell properties.
Face-to-face interactions are what we were used to, and they worked, but since COVID-19, things have changed. Video calls and showings are safer, easier and faster, and virtual showings take that one step further.
Aerial drones were still something of a novelty in 2020, but from 2021 onwards it is predicted that real estate marketing won’t be done without them.
Drones give buyers the “big picture” of a property’s dimensions, as well as a closer look at the neighbourhood, affording agents the ability to market a property above the roof, as well as underneath it.
Social media saturation in Australia runs at about 75% with 18 million active users. In New Zealand, 3.7 million people out a population of 4.9 million are considered to be active social media users. 79% of Americans are on social media, up from 50% in 2011.
Crucially, millennials, who make up over one-third of home buyers, account for most social media usage. Little wonder that real estate commentators across the globe see wider and smarter use of social media in property marketing. More efforts will be put into connecting, engaging, and informing potential clients, and greater emphasis on using analytics to better shape marketing campaigns.
Smarter content marketing is another area where real estate agents will be able to grow their business online. Leading property marketers suggest this year is a good one to post more quality content on a website instead of relying on keywords to increase visibility.
Content that educates, informs and engages will drive website traffic, and this traffic can convert into important leads. Video content will continue to grow in significance, especially on social media platforms like Instagram and TikTok.
Good for Clients, and Good for Community
Clients want a real estate agent who is not only good for them, but also good to the community. Property marketing experts share the belief that agents will need to place a greater emphasis on company values and contributions to social movements and charitable causes.
Clients still want to work with an agent who will get results but they also want to work with someone who gives back to their community.
As always, it will be interesting to reconvene in 12 months and see how many of these trends are, in fact, commonplace. Will they take off or, like a drone short of battery power, crash and burn?