Real estate developments are beginning to discover the immense potential that digital marketing provides for their business and can help transform their business strategies. Through paid media advertising, search engine optimization (SEO), and website design and development, real estate developers can reach a broader audience and showcase their products in more innovative ways to build stronger relationships with potential buyers. Real estate digital marketing provides benefits to these developments by enhancing visibility, increasing brand recognition, and evaluating potential customers to help developments make more informed decisions and stay ahead of the competition. The digital advertising landscape offers countless opportunities for developers to thrive and grow as a business. L&P offers our insights into some of the best ways to use digital marketing for real estate developments to the fullest potential.
Paid Media in Real Estate Digital Marketing
Paid search advertising is a useful tool for developments to generate leads, increase awareness, and drive both online and on-site traffic. Through paid search, L&P helps real estate developments market their products through a variety of mediums by showing ads on search results, Google Maps, video platforms, and other websites via display ads. L&P’s paid search strategies also allow many ways of getting users to engage with the client’s real estate development and can even generate leads without users ever having to visit the development’s website. Paid search allows digital advertisers like L&P to target new potential customers and raise awareness, as well as retarget potential leads within the funnel with carefully crafted remarketing messaging.
Alongside paid search, paid social is also a fantastic way to get users to interact with your brand. Social media users in the United States spend an average of over an hour on social media per day, making it a great place to generate interest in your development projects. L&P’s paid social expertise targets potential homebuyers by advertising new builders, amenities, or events on social media and can assist developments to more wisely use their advertising dollars by targeting specific interests, demographics, and locations. Paid social media advertising can also be used to have the users convert directly on social media (via form fill, purchase, direction request, etc.) so you can collect user data separately from your website traffic.
SEO in Real Estate Digital Marketing
Although SEO doesn’t directly use media dollars to attract attention to real estate development websites, it allows for these sites to be more easily crawled and show up higher in organic search rankings, increasing visibility. L&P, with our decades of experience in the real estate development industry, provides top-class SEO services. We optimize our clients’ websites for search to target specific keywords that allow the site to show at the top of search engine rankings. L&P’s digital marketing strategy is to target branded, location, demographic, and competitor keywords to allow developments to get the most out of their website. Although this is generally the case, at L&P we know each client has different needs, so we tailor our SEO strategies to each client to ensure that each client appears higher up on organic search rankings, thus increasing the amount of traffic to their site. This organic traffic generated by our SEO efforts is especially valuable as organic users tend to be more engaged and more likely to convert than paid traffic sources.
Website Design and Development
For most residential developers, the website is the first digital impression that is left on potential homebuyers. Having a smart, engaging, and scannable website can draw users’ attention and lead to higher engagement and conversion rates. Digital marketing for real estate developments all stems from the quality of websites that the potential homebuyers are being directed to. L&P’s expert designers work carefully on the website’s design from concept to launch by providing detailed competitor analysis, keeping the user engaged throughout the entire experience, and showcasing the utmost creativity, all while sticking to brand guidelines. With special training in user experience design and conversion rate optimization, you can be sure L&P will design your site with the perfect balance of design and functionality.
Design is only part of the solution though. After design, L&P’s expert development team needs to ensure that everything brought forward in terms of layout and design is implemented and tested to perfection. Alongside this, our development team needs to follow the proper steps so that the website is indexable by search engines, that all integrated systems are flowing properly, and all data is being collected. Our development team is a key part of the launch of the website. After the development is finished, our developers are still hard at work making sure your website is properly optimized, maintained, and operated throughout its life.
Digital Performance Data
Accomplishing any/all of the feats mentioned above means nothing if no measurable adjustments are being made. With the help of platforms such as Google Analytics, Google Search Console, and Google My Business, L&P, and real estate developers can monitor and gauge the total overall digital performance and how digital marketing efforts have affected website traffic and overall digital health. There are other tools that we have access to that allow us to see top search results, position rankings, query searches, search popularity, and search keywords so we can see a greater digital landscape concerning our clients’ brands. L&P and our valued clients use these tools to best position ourselves with potential homebuyers.
Working with L&P Marketing
While L&P does provide real estate digital marketing services, these marketing methods will only work so well when working alone. Using digital media in conjunction with traditional media, advanced branding, and other marketing tools is the best way to generate, nurture, and convert your leads as digital media is only part of the marketing effort. To learn more about how L&P fully utilizes real estate digital marketing or any of the other marketing services we provide, please contact us!
