It's should be obvious to every Real Estate company reading this that the Australian
contemporary apartment market is heavily geared towards the younger, hip, middle to upper-class set. And this is especially true when it comes to the inner capital cities that make up a huge chunk of this competitive market.
The educated, the urban executives, the creatives and the green enthusiasts (to mention a few) have always dominated the buyer description in the apartment market. Socially aware and net savvy they are influenced by style and location and are increasingly relying on the Internet for their research and information.
Using the Internet is the obvious way reach these buyers however there are 3 key strategic steps that you must integrate to take full advantage of the internet's influence.
Step 1. Website design and functionality is ultra important. Your property website or landing page should closely match the look and feel of the apartments your selling. A website for a boutique project should mirror the same "feel" as the apartments themselves. Often large sums are invested in the architect and similar attention should be paid to your marketing. Carefully consider your positioning and commission designers/marketers with experience in this area.
Step 2. Viral videos and walkthroughs are now crucial. A photo can say a thousand words but a 3-minute video is priceless. Companies like Visual Domain (link) are making it easier and cheaper to do this. Make sure you plan video into your marketing and remember to post it onto Youtube with links back to your site and make the most of the viral power of the Internet.
Step 3. Most importantly, search engine optimization (SEO) and some aspect of social marketing should feature strongly in your strategy. The trend for this target market is to spend less time surfing the Internet on their own. Increasingly they are exploring the Internet through their friends' suggestions or activities - a phenomena know as "friend-casting". They are early adopters; they are frequently found on Facebook or Linkedin and trust the recommendations of their networks, which in turn influences their buying habits.
The way they discover, share and consume media should influence the way you market to them. For new generations social media is not something new, it's entirely natural and some experts go as far as to say social media could become the Internet's next search engine. For this reason SEO and "key word" research is very important to work into any campaign.
Real estate developers looking at apartment marketing need to re-think their marketing efforts and consider a more e-centric strategy as online exposure and branding is imperative.
If You`d like to learn more about marketing tactics please feel free to visitwww.creativebrew.com.au