Leveraging 2017 Media Trends to Exceed Your 2018 Goals
2017 was an exciting year for new home marketing. 2018 is shaping up to be even better.
Search Engine Trends
In our Facebook Live video last week, we touched on how the media landscape shifted dramatically in 2017. Search Engine Marketing (SEM) and Search Engine Optimization (SEO) were two huge areas of growth in 2017. According to a 2017 study conducted by the National Association of Realtors (NAR), 77% of Boomers, 89% of Gen-Xers and 99% of Millennials search online when looking for a home.
As the digital landscape grows more crowded, distinguishing your brand from the competition has never been more important.
A combination of SEO and SEM will enable you to capture both organic and paid traffic to your site. Using the keyword-driven bidding algorithms of paid search will ensure you reach your buyer at the right time and with the right message. Optimizing your web page with the most applicable, data-driven unpaid keywords will help your business rank higher on most relevant search engine result pages.
A skilled team of digital specialists should be able to recommend a paid search budget and determine the proper course of action to keep your brand top-of-mind.
Real Estate Listing Services
Historically, the BDX Network, which comprised of notable sites such as Realtor.com, New Home Source and Redfin, was a builders only reliable online listing partner outside of their MLS. In the past year, the Zillow Group challenged the online listing landscape and have introduced many new products specifically aimed at promoting new home construction.
With the guidance and partnership of Group Two, Zillow unveiled several products aimed at helping builders to reach buyers and capture more online traffic. Now second in market share only to Google, Zillow is poised to take the next step in 2018.
Several new opportunities will be made available to builders in 2018, including simpler reporting of ROI and attribution, digital display ad campaigns based on online search activity on Zillow and Facebook, and direct mail to prospective buyers searching online.
The Bottom Line
Let’s get straight to the point. The trends we observed in 2017 are here to stay. Digital marketing is more essential than ever before.
Whether you are selling town homes to first-time Millennial buyers in the Northwest or to move-down empty nesters in the Southeast, digital marketing should be an essential portion of your marketing dollars.
Adding SEM, SEO and digital listings outside the MLS are proven effective ways to generate more online and onsite traffic. Implementing these tactics, with the help of a skilled media and digital specialist, can lead to significantly improved ROI and help maximize your margins.
Take advantage of the latest in digital marketing and improve your visibility now.
By John Damiri –