Even the best real estate projects cannot generate enough sales without a strong marketing strategy. While the residential property market has experienced a temporary slump due to the pandemic, there is renewed interest from home buyers as the vaccination campaign begins and normal life resumes across the country. For real estate professionals, this means that you need to enhance your marketing practices to build brand awareness and interact with your target audience.
As we live in a digitally driven age, over-reliance on traditional methods of marketing and advertising is not enough. Social media is an attractive option if you are looking to increase your reach. It is estimated that in 2021, there will be around 448 million social network users in India – in other words, ignoring social media is no longer an option.
One method of social media marketing involves working with social media influencers. Influencers boast a large following on social media platforms and are considered experts in their field. Most brands across industries use it as a way that they can weave a strong narrative around the brand or present it to the public.
Influencers on different social media platforms can help create, organize, and distribute content. Collaborating with these influencers, whose opinions can influence your target audience, can make word-of-mouth marketing easier. Depending on the number of followers, there are different types of influencers:
Big Influencers: These influencers usually have more than 500,000 followers. They have a diverse audience and can provide maximum reach
Total Influencers: The number of followers ranges from 100k to 500k. These influencers are ideal for targeting a broad demographic such as youth.
Micro influencers: The number of followers ranges from 10 thousand to 100 thousand. These influencers tend to focus on a particular niche and cater to a particular type of audience.
Nano Influencers: The number of followers ranges from 1 to 10 thousand, but they can get a higher level of engagement due to the close relationship with the audience. However, the reach can be very low.
Let’s explore how the residential real estate market project can harness the power of social media marketing:
Improve brand recall and website visits by engaging influencers in various Intervention Points
Every real estate project follows a life cycle, and engaging influencers can help at every stage
Reap the benefits. Remember that real estate is part of a lifestyle that influencers sell to
their viewers. By attracting influencers at different stages, you can easily market
Project on social media.
Take, for example, the pre-launch stage of your project. You just announced a new project and want to create a buzz. Collaborate with a lifestyle influencer to cover a pre-launch event through a series of Instagram Stories. For other phases of your project, like when you’re open for reservations, or reservations are about to close, bring other influencers on board.
You can also get Twitter influencers to tweet about the project during the pre-launch day to spread awareness. Casa Grand used the same strategy a few years ago when 100 influencers on Twitter tweeted about their “Casa Grande Tambaram” project before launch day. On the day of launch, “#CasaGrandeTambaram” was popular in India.
Since each influencer has a distinct following, using different influencers for different phases of the project will give you better access.
Highlight the amenities of your real estate project
It should be relevant to your customers and highlight all aspects of your project. He. She
It also helps in increasing the brand awareness of the project.
For example, you can collaborate with food influencers to enhance the social infrastructure of the area in which your project is located. You can create a series of ‘A Day in the Life’ videos where lifestyle influencers show your clients what a normal day in the condominium can look like. Do you have a distinctive feature like eco-living that you would like to highlight? Get beauty and wellness influencers to talk about your USP through videos or posts.
Authenticity is the essence of influencer marketing. Leveraging your connections to show someone the audience can identify with will help you generate excellent traction. Aside from giving your brand much-needed visibility, collaborating with influencers is also a great way to bring life back home and appeal to the psyche of your target audience.
Highlight different aspects of the different TG property
Do you need to advertise vastly different types of properties such as integrated township, luxury apartments and co-living space? The answer – working with influencers across categories.
For luxury apartments, get luxury lifestyle influencers to create content woven around this apartment. It will inspire the target audience to envision the ambitious life they would like to live.
For a co-living space, you can connect with like-minded millennials who can talk about amenities, create multiple stories about the benefits of living in a co-living space, and also shoot how-to clips to help aspiring millennials connect. Likewise, collaborating with parent influencers can be the perfect way to highlight the benefits of staying in an integrated town.
In each of these collaborations, using related keywords can make it easier to reach users based on their interests and what they are passionate about.
How to leverage influencer-generated content to increase engagement
Setting up an influencer marketing campaign can only get you there so far. If you want to occupy prime real estate – staying on top of the minds of your target audience – you need to continue to produce enough content to ensure their continued interest.
Changing the purpose of existing content created by influencers is an easy way to achieve this. For example, you can use the design made by the influencer, improve it for your social media channel, add a new comment, and post it on your social media account.
When creating digital ads on Facebook, YouTube or Instagram, use influencer content to save time and money. You can also pull some popular posts from your well-performing influencer marketing campaign and repost them on your page with a new caption. You can also re-share the influencer’s original post directly on your Page.
How would you rate your influencer marketing performance Campaign
Finally, knowing the right KPIs can help you calculate the success of an influencer marketing campaign.
Among the most important things that you should keep track of are:
Conversions: The ultimate goal of any marketing campaign is to increase sales. Track sales before the campaign launches, during it, and once the campaign ends to see if the campaign made a difference.
Referral Traffic: Monitoring referral traffic helps you evaluate the new visitors who came to the website because of the campaign. You can retarget these visitors and have them convert later. As with conversions, always compare pre-campaign traffic to post-campaign traffic to get accurate results.
Reach and Awareness: Enhancing your brand’s visibility is arguably one of the most important benefits of implementing an influencer marketing campaign. That is why it is necessary to track the reach of the campaign specifically by looking at the number of new potential customers due to the campaign. Track impressions on posts the influencer has shared and compare them to pre-campaign numbers.
Also check the impact of the campaign on pre-existing leads to see if
The influencer clicked with them.
Credibility, relatively low costs and the promise of high engagement make influencer marketing an essential tool in every marketer’s fund. Given the exponential growth of micro and nano influencers over the past few years, missing out on the influencer marketing train could push you down the curve.
Also, in conclusion, searching for local influencers to expand your reach in the area where your property is located will be very helpful. Because of the user-share culture, Instagram seems like an attractive platform to run your campaigns on.
If you want to reach your target audience, creating a presence in their digital hangout is invaluable, and the right influencers can help you achieve that.
The author is the founder of Kofluence, the advertising technology influencer marketing platform.