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The Outlook of Digital Marketing for Property Agents in 20246 Feb 2024

Up to speed on digital marketing

There’s no denying that digital marketing among property agents has changed significantly in the past five years – TikTok, the subsequent YouTube Reels, and the many other short-form video formats have arguably taken over as the most popular form of media delivered on the internet today.

There has been a noticeable shift towards mobile use, with a growing number of people relying on their smartphones for online browsing. Five years ago it was reported that 46 percent of smartphone users primarily used their phone for internet usage – from then to 2023, app usage time has reportedly increased by 25 percent, with phones now accommodating 70 percent of digital media time. 

We haven’t even begun with futuristic marketing strategies, such as Artificial Reality and Virtual Reality. We will cover all these subjects and more to help make your marketing modern and relevant to the current social media scene. 

Create engaging short-form videos

Understanding your target audience is the first step in creating engaging short-form videos. Once you have a clear understanding of your audience, plan your content strategy. Determine the key messages and themes you want to convey in your videos and create a content calendar to maintain consistency in your posting schedule.

Short-form videos, typically under 60 seconds, are perfect for capturing the attention of your audience. Make sure your videos are concise and to the point while maintaining a high level of engagement. Showcase the properties you’re representing with high-quality images and videos. Utilise visually appealing transitions, overlays, and animations to make your videos stand out and keep viewers engaged from start to finish.

One of the most effective ways to engage your audience is by telling a compelling story. Highlight the unique features of the properties you’re showcasing or share the journey of a satisfied client. Use storytelling elements such as conflict, resolution, and relatable characters to make your videos more memorable.

Prioritise mobiles in your design 

In the era of smartphones, it’s essential for property agents to prioritise mobile optimisation in their designs. Mobile devices have become the primary gateway to the digital world for many users. Therefore, ensuring that your property listings and marketing materials are mobile-friendly is crucial.

A responsive design, fast-loading pages, and easy navigation on mobile devices can make a significant difference in the user experience, leading to higher engagement and conversion rates.

In the past, website developers would begin with the functional design of the website and then adapt the website to fit mobile – but within recent years, beginning with a mobile-first design approach has become increasingly popular by creating a design that is responsive to many different phone sizes, tablets, and computer screen sizes. 

Virtual property tourism

Property tourism is a growing market in digital marketing – people are naturally curious about the interior of beautiful houses and can take inspiration from the interior design of a house or flat if furnished. Property agents can utilise this curiosity by showing off the liveability of their interiors through videos showcasing the aesthetics of the property. 

A curious case is that of celebrities giving house tours – think Vogue or Architectural Digest – who live in the house temporarily in order to increase the property value via the exposure created by these videos and then sell the property at a gain. 

It is well established that celebrities increase the value of a property – now we’re not suggesting you ask Beyonce to pop around on a six-month let, but rather to point out the practice of enjoyment by proxy. A viewer may find themselves imagining living in a property in more personal detail if they were to watch a personable influencer enjoying the property themselves in a scenic environment. 

Talking of immersion.. 

VR and AR virtual tours

VR offers a fully immersive experience, transporting users to a virtual world where they can explore properties in 360 degrees. Property agents can create VR tours that make viewers feel like they’re walking through a property, allowing them to examine every nook and cranny. This technology is particularly valuable for international buyers who may not have the opportunity to visit properties in person. 

VR tours can be accessed through typical web pages in a Google Maps style walk-through, mobile phones, or even through using VR headsets. In order to produce virtual tours a 3D camera would be required. These 3D photos can then be blended together using specialised software to create a seamless environment. While complicated, there really is no better conversion into an in-person visit than the closest thing to seeing the property in person. 

AR, on the other hand, enhances the real-world environment by overlaying digital information onto it. Property agents can utilise AR to provide additional information about a property when clients view it through their smartphones or AR glasses. For example, users can point their device at a property, and relevant information such as property details, pricing, and nearby amenities can be displayed in real time, enhancing their understanding of the property’s value.

Be up to date with SEO

Staying up-to-date with SEO changes is crucial for maintaining and improving the visibility of your website on search engines. The landscape of SEO is always evolving, with search engines like Google frequently updating their algorithms. Here are some resources to keep yourself informed:

Looking for a new website or a consultation?  Let us help!

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I work all over the UK with various business owners, dedicating my creative and expert property knowledge from 35 years in the industry. I am a Level 4 ARLA Propertymark examiner, I sit on the board of Agents Giving Charity and I love everything property related! I can be contacted on 01923 627777 or by email to jane@social-angels.co.uk

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