5 Advertising Secrets for Luxury Agents
We live in a digital world that is changing fast, and the advertising industry is no exception. Especially when you are looking to succeed in a niche area, such as luxury real estate, you need to constantly be learning and experimenting with new methods to get your message out and give you an edge over the competition.
But try googling “real estate advertising methods” sometime- the sheer amount of hits that come up are enough to give you information overload. How do you know where to start and what to prioritize? At LUXVT, we specialize in real estate marketing for luxury agents, and we’d like to let you in on a few secrets that can help you make the most of your advertising strategy.
1. Focus On Brand Awareness
The goal of Real Estate branding is to get buyers and sellers familiar with who you are, where you are, and what you can do for them. Whether you’re promoting an open house, announcing a new listing or farming a specific geographic location for inventory, make sure your name and your brand gets plenty of visibility.
Reinforce your reputation as a luxury real estate agent with consistent messaging across your website and campaigns- repetition is the key to successful brand advertising. Gain recognizability by incorporating your business name, logo and photo wherever possible.
And last but not least- even if your campaign objective is to promote a listing, you should always work to build mindshare and brand recognition by running campaigns to promote yourself in your target area.
2. Have A Killer Landing Page
While an ad is the key to getting a user’s attention- an impressive landing page is the key to capturing their hearts. And information. Which is why you want to make sure your landing page is polished, compelling, and offers an irresistible value proposition that motivates prospects to get in touch. Your landing page is an opportunity to show potential sellers and buyers what gives you the competitive advantage over other agents in your area. It is also a great way to reinforce your luxury image and branding.
If you are using a luxury real estate marketing service like the LUXVT program, your landing page is the perfect time to showcase the tools that are part of your seller strategy. And it never hurts to offer a freebie as an incentive to get them to put in their information- be it a free marketing plan or home valuation.
Consistent messaging also plays a key role in tying your campaign and landing page together, so it is important to keep in mind when you’re building out a strategy. Do you have a niche market you are serving, like water-front properties? Think about tying this into your ad messages and repeating it on your landing page.
And last but not least, don’t forget to optimize for mobile! Over half of potential viewers will see your ads and website on their mobile phones over desktops, so you want to make sure it looks good and functions well on those devices!
Check out an example landing page we provide our clients with their Agent Branding Ads campaigns: http://www.homemarketingreport.com/hmr-lindsay-henry/
If you’re in the market for a killer landing page- we can design one for you. Check out this article for more info:
3. Leverage AI And Automation For Your Ad Design
Artificial intelligence and automation technology has improved greatly over the past few years, and can be leveraged to make creating and running advertisements easier than ever. Both Google and Facebook now offer automated ad creation- you input variables such as headlines, offers and images, and the platforms will create and test dozens or even hundreds of versions of your real estate ads.
The best part is that these platforms will collect and analyze performance data on your campaigns, telling you what headlines or images are generating the most engagement, so you can perfect and optimize your campaigns for the best results.
4. Try Google Over Facebook
Recent changes to Facebook’s targeting options have left real estate advertisers in a gray area when it comes to marketing luxury properties. Facing pressure from media and politicians, the social media platform has severely limited their targeting for Real Estate related ads. The policy is meant to prevent discrimation for housing, jobs, and credit based on age, gender, or income levels- which means that an ad targeting buyers in a high income bracket, or specific geographic location, is oftentimes not approved. There are workarounds to these new rules, but they take specialized knowledge and extra effort, without any guarantee that you will reach the right audience- making advertising luxury real estate tricky business.
Meanwhile Google still allows for targeting by income/net worth and precise geographical targeting. This makes it a better choice for luxury agents who want to reach a wealthier audience.
Unsure where to start? We’ve created an elite Agent Branding Ads program exclusively for raising brand awareness in your target area. Click here to find out more!
5. Change Creatives and Formats Frequently
All of the major advertising networks are constantly upping the game with new ad formats and styles, including videos, slideshows, stories and more. It’s worth it to experiment with different formats and find out what works best for your campaigns! For example- use a carousel type ad on facebook to showcase multiple rooms of a particularly stunning property you have listed, or try posting some of your listings on facebook or instagram stories!
Another attention-grabbing format to try is video ads. Video ads can be just as, if not more, effective than TV advertisements, and can be run across a large range of media and app networks and placements such as Youtube. And with the large number of video making tools out there such as animoto and the biteable ad maker app, you can make it happen without a Hollywood budget.
Alongside experimenting with different formats and mediums, you can also test out different image types to see what grabs your audience’s attention. Are they responding to images of cozy home interior shots, or ultra slick and modern homes? Is there a local landmark in the area you are targeting that people might recognize? Getting to know the type of imagery that resonates with your audience will help you create visually appealing creatives and branding across the board.
Building a reputation as a luxury agent and reaching the right clients for the luxury real estate market takes a multi targeted approach. We recommend taking full advantage of the latest digital resources available at your fingertips, and building a presence on multiple channels to increase your brand reach and impressions.
For turnkey Luxury Real Estate Agent branding solutions, click here for a demo of the LUXVT Pro membership program for elite agents and brokers.