According to The Science of Storytelling, 92 percent of consumers want brands to make ads that feel like a story and this has never been more true in real estate marketing.
During our more than a decade working in the real estate industry we have seen the shift towards consumers buying a home and a lifestyle, not just a house. Investors and planning departments want to be presented with a vision, not just an architectural design. While facts, figures and design drawings are important, it is their story that brings them to life.
Creative real estate marketing in practice
Consider a new large scale development of apartments. Whether you are selling your concept to a board to ensure you get approval for your project or selling the apartments themselves to consumers, a story gives people a real understanding of how it feels to live in those apartments, what the community will be like and, most importantly, why it is right for them.
From the initial conception of what feelings your project should elicit, every step needs to build on the brand story you are creating. Incorporating your logo and colour palette for the project into your brochures and website and embodying your brand voice consistently across social media are an important starting point. Photos and videos, computer generated or otherwise, then bring your story to life by taking the onus off your client to imagine and instead showing them the lifestyle that they will be buying into, allowing them to create their own narrative of what their life will be like in that home.
To take real estate marketing one step further, specifically for new developments and off-plan sales, virtual reality allows a truly interactive experience allowing for board members to truly understand what they are considering and for consumers to make this home, their home by changing decor, moving furniture and much more.
Of course every development is different and so each brand story must be tailored to the specific needs of that project. What sells apartments to consumers will not be what sells a refurbished hotel or a brand new cultural destination to investors or businesses. It is not enough to simply apply a generic content marketing strategy to every project, you must understand the uniqueness of each project and then apply market knowledge and creativity.
Content marketing on social media
Social media is vastly underused in the real estate industry, yet there are over 3.3 billion people actively using social media and 92% of buyers use the internet to begin their house hunting. Social networks offer a powerful place to build your brand, elaborate on your story and sell the lifestyle that comes with it. Sharing short video clips and photos of your development creates interest and, when paired with comments from people who have viewed or decided to buy, also builds trust. Perception is everything and social media allows you to create and craft the perception of your project and reach more people than ever with it.
Modern real estate marketing is about more than show homes, glossy brochures and lists of features. Estate agents, developers and architects alike need to sell more than bricks and mortar to succeed. Without a fully developed, dynamic and desirable brand story you will soon find yourself struggling to compete with those who have embraced new technology and methods.