everything your real estate projects need to succeed in 2023
As a builder or developer heading into 2023, being on top of your real estate media is a now must to set yourself apart from competition and win over potential homebuyers, but you may have some questions on everything you really need
Buying a home/moving is normally Americans largest purchasing decision in their entire lives, so potential buyers take much more time considering and evaluating their options
It's your job to set yourself apart and win over these potential buyers, and real estate media is something you absolutely need as a baseline
Here's an overview :
#1 VIDEO | YOUR NEW BEST TOOL
We're starting with video due to how essential it has become in today's online marketplace. Video outperforms static content and imagery in just about every category and, yes, this is true for real estate media as well
Video is uniquely able to capture attention, emotions, build trust with and educate your audience...
Seeing photos of a floorpan is one thing, but seeing a high quality video can take people's breath away, all while showing off a home home/floorplans unique features, benefits, layout, design, and finishes. Getting you more inquiries, sales, and increasing the selling price along the way.
As a builder you can use video to highlight top selling floorplans with endless possibilities
You can plug videos into your listings, communities, websites, landing pages, emails, blogs, design centers, social media and more
Video is a highly versatile medium if you know how to deploy it properly
REELS
Reels are great short form pieces of content that you can plug into all the real estate offerings you have on a consistent basis
If you're a residential builder: show off your floorpans, models, design centers, communities and more
If you're running a multifamily development like an apartment complex: make content on all your available apartments, floorpans, amenities etc
With the power of social media and vertical content, real estate videos are going viral all over the world whereas in the past decade you couldn’t get any % of the population to sit through a full real estate video happily
Get creative, have fun with it, and look around at other successful builders in the area or surrounding states to see what kind of content they're creating as inspiration
If you're looking to generate consistent traffic and followers to your page at a low cost, start by making lots of content like this and then running $10 a day "engagement ads" on your top performing posts
This pushes your content to the front of the algorithm and forces instagram to send consistent flow to your page at a low cost on your end
WHY VIDEO?
In the past few years, video creators have come a very long way with their ability to show off your floorplans, properties, and communities with amazing cinematography, trends, storytelling and more.
The builders who embrace real estate media will pull ahead of their competitors, earn more trust from the consumer and broker community, and ultimately drive more sales...
So do not fall behind
Don't say we'll start next year
Don't say we'll start when the market recovers
Get Started Today
#2 PHOTOGRAPHY | IT'S NOT GOING ANYWHERE
Photography is likely what you're the most familiar and comfortable with
At the very least, you understand the need for high quality photography to show off your floorpans, amenities, communities, developments etc
Investing in high quality photography boosts your brand, imagery, and builds more trust with potential buyers
One thing you may not be utilizing fully in this area is renderings
Renderings are an incredible way to generate digital imagery show off your communities, amenities, and floorpans before they are fully done
This is especially important for big developments, as you likely have an amazing plan for your community with great amenities and lifestyle inspired design
Renderings give you the ability to toss all those visuals into your marketing far before we used to be able to
#3 MATTERPORT/VR
Virtual tours are something we see a lot of builders widely adapting these days
They allow your audience to "walk through" and experience a floorpan fully and completely
Tapping and walking through the home with a 3D, 360 degree view gives potential buyers a well rounded and fully informed look into your offerings
It's a great way to drive up time on site, conversion rates, and really helps buyers in the consideration stage get pushed in your direction
For now, the vast majority of buyers will still want an in person walkthrough of the floorpans they're considering...
But in the coming years this could change, and builders could see end to end sales all digitally which is why we heavily recommend you stay on top of your game in this area as it will widely disrupt the industry in the coming decade
CONCLUSION
Real Estate media is your baseline of comparison against the competition
Potential homebuyers are getting more and more involved online and in the digital space; this is where most of your marketing efforts and dollars should be headed towards
Especially in 2023, it's going to be an all out war of competition to win over homebuyers, so come prepared with a solid media plan to dominate 2023
Go all in with digital media and marketing to stand out from the competition, win over homebuyers, build trust amongst the consumer AND broker community and establish long lasting success for your homebuilding company
If you want to learn more about how to leverage digital media for your building/development company
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