Going Digital Effective Techniques to Penetrate the Philippine Real Estate Digital Market in 2023

Table of Contents

Property Developers Gearing Up for Gen Z Real Estate Ownership

● Businesses put digitization at the forefront of marketing

● Gen Z values ethics and individualism in design

A Real Estate Marketer’s Guide to Taking Great Property Photos

● General Real Estate Photography Tips

● Real Estate Photography for Android Users

● Real Estate Photography for iOS Users

Visual Content Options for Digital Real Estate Marketing

● Webinar

● Video Marketing

● Content Marketing (Blogging & Article Writing)

● Downloadable Content Offerings

● Email Marketing

● Social Media Marketing

Why Visual Content is King in Real Estate Marketing

● A Psychological Analysis of Visual Memory

Boosting Your Visual Content in the Digital World

● Marketing Essentials

● Use of Multiple Marketing Channels

○ Website

○ Social Media

○ Property platforms

● Creation of Relevant Content

● Adoption of Personal Touch in Outreach

Is Digital Marketing Worth It for Rental Properties?

● You Can Reach a Wider Pool of Potential Renters

● You Can Respond to Concerns in a Timely Manner

● You Can Establish Your Credibility

● You Can Show Off the Property Even Remotely

Effects of Visual Content on Marketing Engagement

● Types of Visual Content and Their Advantages

● Visual Content from the Consumer’s Perspective

● Visual Content from the Publisher’s Perspective

● Role of Visual Content in Today’s Digital Market

References

Some of the most helpful digital marketing innovations that altered the online competitive landscape were present when the pandemic hit in 2020 People's habits shifted from offline to online, which affected how B2B and B2C businesses operated The Philippine audience quickly shifted to digital for everything from research to reviews to actual purchases. Businesses employed digital marketing services extensively to adjust to the changes brought on by the epidemic, and more people started using digital channels, including websites, Facebook pages, YouTube channels, and even TikTok.

According to DataReportal’s Digital 2022 April Global Statshot, there are now more than 5 billion internet users in the world, with the number rising by about 200 million in just the previous year. This indicates that 63% of people on the planet are currently online. These figures speak volumes, particularly regarding the size of the digital market in recent years.

In the most recent Digital 2022 study from social media management company Hootsuite and We Are Social, the Philippines accounted for at least 76 01 million internet users, or more than half of the nation's total population The number of users rose by 2 1 million between 2021 and 2022 That represents a 68% population-wide internet penetration rate

The study also revealed that internet users between the ages of 16 and 64 worldwide used the internet on any device on a daily basis for an average of 6 hours and 58 minutes

According to this statistic, a typical internet user spends more than 40% of their day online On the other hand, Filipinos in the same age group spent an average of 10 hours and 27 minutes daily This figure is less than that of the Digital 2021 report, which states that Filipino internet users spent an average of 10 hours and 56 minutes online

PROPERTY DEVELOPERS GEARING UP FOR GEN Z REAL ESTATE OWNERSHIP

Property seeking activity on Lamudi in the first half of 2022 revealed that about 20% of all pageviews for listings on the site came from users aged 18 to 24. Individuals in this age group the earlier half of those born between 1997 and 2012 belong to Generation Z (Gen Z), and are the youngest cohort of buyers and renters (and in some cases, sellers!) to enter the real estate market

As their buying power and interest in the property market grows, several developers, brokers, and lessors have rethought and revamped their strategies to accommodate Gen Z preferences

Businesses put digitization at the forefront of marketing

Optimizing platforms and technology available is the standard in 2022, and must be honed when catering to the digitally native Gen Z market Businesses know well to create content that captures their interest in an increasingly competitive attention economy. From the use of entertaining, short-form content like reels to making comprehensive yet easily digestible infographic carousels, pushing mobile-friendly and visually compelling products is essential to reaching a Gen Z audience.

Financially savvy, entrepreneurial and digitally literate from a young age, the Gen Z do extensive research when identifying trustworthy and quality products even more so for larger purchases such as real estate. According to Brian Uy, Managing Partner of Seanderg Realty and Development Corporation, members of Gen Z prefer to do most of their property seeking online and see the property [in person] only when they’re sure they like it.

“We believe that the [digital-first] strategy is going to stay, especially when the next generation of purchasers is the Gen Z,” said Uy in a panel discussion during Lamudi’s The Outlook 2022: Philippine Real Estate Conference on August 31, 2022.

Gen Z values ethics and individualism in design

Research by consulting firm McKinsey in 2018 found that Gen Zers are practical and strongly value individual expression This behavior influences their consumption patterns as well, as they make purchasing decisions that align with their ethics and individual identity.

A 2021 Bloomberg study surveying students across Asia, Europe and the Middle East found that the majority of the Gen Z students polled selected ‘companies with a purpose’ as a main driver for their investment decisions, and identified sustainable investing as the trend with the biggest investment potential

In the real estate market, the push for more quality designs, green-certified properties and sustainable initiatives is a welcome development in efforts to attract Gen Z property seekers Enabling Gen Z’s freedom in terms of decorating their own space in rentals, for example, is one way that lessors can attract the young market During the conference’s The Home as a Relaxation Destination track, panelist Ed del Valle, Sales Support

Operation Head of Avida Land, found a trend in growing demand for moderately furnished rentals as seekers appear to value the element of versatility and personal choice.

Efforts towards making more sustainable residential developments are another important consideration for Gen Zers Green certifications, smart designs and brand environmental, social, and governance (ESG) commitments are some considerations that Gen Zers make when choosing a real estate development.

“Technology will play a big part for today’s generation [of property seekers]; but more than that, they are also after sustainability Features that are energy-efficient, that will care for nature anything that is sustainable is something interesting to this market,” said Czarina Lugue,

Senior Business Development Director at RLC Residences

A REAL ESTATE MARKETER’S GUIDE TO TAKING GREAT PROPERTY PHOTOS

With more Gen Z interested in property ownership, aesthetics have played an important role in enticing this demographic. For investors wanting to sell properties to the Gen Z market, taking good property photos has become a huge part of their marketing campaign.

About 87 percent of home buyers relied on photos to help make their decision, according to America’s National Association of Realtors Moreover, professionally-photographed homes sell 32 percent faster than other listings Here in the Philippines, a country teeming with active social media users, photos matter

The simple truth is that real estate photography can make or break your lead generation and conversion efforts

If you want to sell properties faster and win more clients, refer to this comprehensive guide on how to take great real estate photos

General Real Estate Photography Tips

Before we delve into photography tips specific to the gear you’re using, it’s important to know general photography tactics that are essential regardless of the camera you’re using Take note of these tips as you prepare for your shoots:

Create a Shot List

Knowing what you have to shoot can make your photography sessions more efficient. It keeps you from forgetting important shots as well. This is especially important when you have plenty of rooms to cover. At the most basic, you must have:

● Wide-angle shots of the living room, bedroom, kitchen, dining room, and bathroom

● Shots of the front to emphasize curb appeal

● Shots of the backyard from different angles

● Shots of other home amenities (garage, utility room, balcony, roof deck, walk-in closet)

Make Sure You Have Enough Light

Poorly-lit photos are automatically unappealing to property seekers. If you think about it, they are also counterintuitive to your goal of showing off the space since the bad lighting obscures the excellent characteristics of the property.

To increase lighting in the area, open the windows and let natural light in. If that’s not possible, turn on the overhead lights or other light sources, such as pin and accent lights in the room.

Emphasize the Best Features of the Space

Remember that you’re taking photos not only to show people what the property looks like, but more importantly, to present the space in the best way possible. This is where angle comes in. The golden rule here is to focus your angle on the best features of the space

For example, if the condo unit’s living room opens up to a balcony view of the city, shoot in such a way that the scenery will be the focal point of the image. The kitchen’s beautiful open shelves should be captured in the angle you choose. Always highlight the most impressive feature of the space.

Take Photos from Different Angles

While it’s important to focus your angles on the best features of the space, don’t hesitate to explore different angles, too. Not only will this give you tons of options for post-production, but also offer variety to your final line-up of listing images. It avoids monotony and adds visual interest to the photos.

Declutter, Declutter, Declutter

If you’re promoting a brand new property, clutter wouldn’t necessarily be a problem since these spaces are usually free of unnecessary stuff But if you’re selling a pre-owned home, you should be able to organize spaces, especially tidying up the areas that can be readily seen in photos: tables, countertops, and desks If possible, conceal the owner’s belongings as well, including family pictures and personal collections

Use a Tripod

As much as possible, don’t take photos without a tool that can stabilize your camera or your hand Otherwise, you’ll have blurry, messy, unprofessional-looking photos Instead, use a tripod to capture clear, crisp images Another benefit to using a tripod is you’ll be able to set up your camera at the same, consistent height, from one space to another

Know Basic Photography Principles

It pays to learn about the essential elements of photography so you can apply them to your real estate shoots. You don’t have to be an expert. But if you have to focus on just three principles, prioritize these:

● Pattern. These are the repetitive elements in your subject, which capture the eyes instantly These could be the three stool chairs against the kitchen island or the wallpaper backdrop in the living room.

● Symmetry. This is created when the elements in the composition mirror each other when the image is cut in half. A good example of this is the front door of a house with windows on each of its sides.

● Rule of thirds. Imagine a 3×3 grid, created by two vertical and two horizontal lines. Those four points where the four lines intersect are where your points of interest must be.

Real Estate Photography for Android Users

Believe it or not, you can take professional-looking images with just your Android phone. Here are some best practices to use when shooting with your smartphone:

Turn on the Grid Lines

Most Android phones have the Grid Lines feature, which can help in following the rule of thirds. Use this as a visual guide in your shoots. Don’t worry, the lines won’t show in the final property photos.

Use the High Dynamic Range (HDR) Option

As the name suggests, High Dynamic Range adds more “dynamic range” to photos. Dynamic range is the ratio of light to dark in an image. Rather than taking only one photo, HDR uses three photos shot at different exposures and then combines them all in one image. The result is better, high-quality real estate shots.

Go with Pro Mode

Pro Mode is an Android feature that lets you manually adjust capture settings, namely the color, temperature, aperture, and ISO of the camera. Do some test shots in your own home before your shoot, exploring these different settings under different light conditions. This way, you have a better idea of how to fine-tune settings during the actual shoot.

Play with Different Camera Modes

While the default camera mode on your phone is okay, it’s good to explore other camera modes. Panorama, for instance, is perfect for capturing the entire outdoor space. Ultra

Stable Video, on the other hand, can lessen the blurs and provide a cleaner, crisper video, which is excellent for shooting a property tour. Maximize these different camera modes on your phone to produce better-quality images.

Choose Night Mode

Want to capture the beauty of the property at night? Hit the Night Mode. This lets you take clear, crisp photos without manually increasing the ISO and keeping your phone on a flat surface.

Real Estate Photography for iOS Users

iPhone users can create professional-looking property photos. The key is to be familiar with what your device can do. Follow these tips to create exceptional listing images:

Select a Photographic Style

On the latest models of the iPhone, there’s the option to choose a preset: Rich Contrast, Vibrant, Warm, or Cool. You may also toggle the Tone and Warmth Settings, depending on how bright or richly colored you want your photo to be. Experiment with different presets to find the best combination for your real estate images.

VISUAL CONTENT OPTIONS FOR DIGITAL REAL ESTATE MARKETING

With more people going online to search for properties, especially in the time of the pandemic, brokers are stepping up their game by improving their digital presence Perhaps you yourself wrote client testimonials on your social media profile or listed properties in virtual real estate marketplaces Still, you’re curious as to which strategies are most effective when it comes to marketing online

Every smart broker wants to know this not only to increase their chances of winning more clients, but also to be strategic in dedicating budget, time, and effort With that, we outlined here the most effective digital marketing strategies that will definitely be worth your investment:

Webinar

These are seminars on the web Aimed to empower property seekers and fellow brokers, you share insights about the real estate sector, tips and tricks for buying or selling Pag-IBIG properties, and anything related to the industry In this digital marketing strategy, you get to establish your credibility as a thought leader. It goes without saying that you should have a platform to broadcast and organize this kind of online event.

In a nutshell: Present educational topics through a digital seminar

Success indicators: number of views and engagement rate

Reminder: If you can’t create your own webinar, join as a guest speaker or contributor to webinars from leaders in the industry.

Video Marketing

Videos are big. A lot more people are watching videos online rather than on television. What’s more, they consume these kinds of content on all social platforms, not only in video-based networks such as Youtube and Tiktok, but also on Instagram, Twitter, and Facebook With this growing popularity, video marketing must be part of your digital campaign In a nutshell, videos must either appeal to the mind (informative) or to the heart (inspiring or exciting)

Create a slideshow of photos showing off different spaces of the house and lot for sale in San Pedro, Laguna. Better yet, broadcast a live online tour. Then, snap some snippets that you can post on Instagram or Facebook stories.

In a nutshell: Promote products through video content

Success indicators: number of views, engagement rate, among others

Reminder: The quality of the video you post will reflect on your property, so make sure every video posted is edited well

This involves blogging and writing articles. Aside from boosting the rank of your website on the search engine results page, this strategy can also improve your credibility in the industry, especially when you write think pieces, say, about market trends or the latest real estate hotspots. It can help you connect with your audience and create awareness of your personal brand, emphasizing client testimonials, for example.

In a nutshell: Produce content that is relevant to a specific audience

Success indicators: number of page views and engagement rate

Reminder: Quality is important when you are writing content Make sure you create well-researched pieces

Downloadable Content Offerings

This includes producing eBooks and whitepapers. Audiences who are interested would have to fill out a form to get a copy of the downloadable content In a way, this digital marketing strategy is a barter While you provide a good e-book covering different real estate topics, such as foreclosed properties for sale, your audience gives you their email addresses This then can help you build your contact list for the next digital marketing strategy mentioned below

In a nutshell: Produce content that generates leads

Success indicators: number of downloads

Reminder: When providing content that requires readers to download, they expect the quality of data to be good. Make sure you are providing information that they will find valuable.

Email Marketing

This involves sending emails to clients and prospective clients. It can help you build rapport with the market, as you send personalized or targeted messages. At the same time, you can boost your chance of securing a deal when you announce promos or discounts on pre-selling condos, for example.

In a nutshell: Send emails to a targeted audience

Success indicators: open rate and click-through rate

Reminder: The schedule of sending your email can make a difference in how it is received by your prospective clients

Social Media Marketing

This probably needs no introduction This strategy involves creating and sharing content on social media networks, such as Facebook, Twitter, Instagram, and LinkedIn It creates brand awareness and makes you more relatable to audiences

An effective social media page includes different types of content, photos, videos, links, infographics, gifs, and more, published regularly. Fill your social media page with high-quality images of the rooms of the property you are selling. Link a blog about a client’s home buying experience

In a nutshell: Publish content on social media platforms

Success indicators: number of page fans, post comments, likes, and shares

Reminder: The content you post on each social media platform should be different, as there are different expectations from users of each platform

WHY VISUAL CONTENT IS KING IN REAL ESTATE MARKETING

Visuals are powerful marketing tools in the real estate industry Before the rise of digital platforms, property seekers turned to brochures containing beautiful spreads of houses and amenities to decide whether or not a piece of real estate was worth buying Now, with the popularity of online search and social media, images remain to be a compelling piece of marketing material

Thus, real estate professionals who want to sell more and fast must include eye-catching, professional-looking visuals in their marketing strategy Beyond mere images, visuals include infographics, videos, slideshows, and more Here are a few reasons you should dedicate time and resources to visual content marketing:

They Instantly Capture People’s Attention

Our eyes are naturally drawn to visuals. Photos and videos are among the first things people notice when they scroll through posts on their timelines. Similarly, it’s what people check out on a listing before referring to the description.

On the Lamudi platform, images are especially prominent because they are featured in the listing results. Moreover, the photo section is above the fold of the actual listing, occupying a huge chunk of the upper portion of the page Thus, if you want to instantly capture property seekers’ attention whether on social media or listing platforms, you should use excellent visuals. Post professionally-taken photos if possible. Add videos to your Lamudi listing to further entice buyers and renters to check out the property.

They Give a Good Remote Property Tour

The reason we provide a great description for our property listings is to help future clients imagine what the property is like With visual content, it’s easier to do this In fact, photos can give seekers a “property tour,” which can make them decide to book an actual one with you

Be guided by this tour concept when shooting property photos and videos The overarching principle you should remember is to highlight the best parts and characteristics of the property, the ones you think buyers and renters would want to see when they are on an actual tour By keeping these in mind, you’ll be able to include in your shot list all the important real estate details worth highlighting in your listing and social media materials

They Are Shareable (And Have the Potential to Go Viral)

Research says that visual content gets more social media engagement than a text-only post. The engagement is not limited to likes and reactions, but also extends to shares. This is why photos and videos have the potential to go viral. For sure, the idea of a house tour video raking in a million views isn’t new to you. It goes without saying that shareability hinges on the quality of the visual content.

How do you make sure that your visual content is shareable? Start with the straightforward question, “what would make property seekers share this?” Usually, the answer to this lies in your target market’s lifestyles, interests, goals and aspirations, and values. If you can bring that out in your property photos and videos, you have a better chance of having people share it.

On Lamudi, property seekers have the option to share the actual listing on their social media profiles.

They Are Easier on the Brain

Visual content is much easier to process than texts since the information is often broken down into bits and pieces At the same time, the fonts, colors, icons, and symbols aid understanding That said, use infographics, slideshows, or videos for content that involves a huge amount of information Some good examples of topics are learnings from a conference you attended, takeaways from a property market report, and your own insights and observations of real estate trends

They Are Great at Telling a Story

Aside from showing off the good parts of the property you’re selling, visual content can express details and tell stories that are only best told when captured in an image An example is the vintage character of a historic property It’s easier for clients to appreciate the unique quality of a home and imagine the story behind it when it’s in a photo or video Another example is an ultra-luxury property that has exquisite finishes and materials These details are best displayed in visual content

Visual content is king in real estate marketing If you want to know about the best practices for using this type of content in your selling initiatives, attend Lamudi Academy's training sessions focused on online marketing strategies

A Psychological Analysis of Visual Memory

In a study titled Visual long-term memory has a massive storage capacity for object details conducted by Brady et al. (2008), it was proven that “memory is capable of storing fairly detailed visual representations of objects over long time periods (e.g., longer than working memory).”

In this study, the participants were presented with 2,500 that they had to observe for three seconds each to test their visual memory retention First, it was explained to the observers that they should make an effort to remember every aspect of the objects. Second, objects from distinct basic-level categories were chosen to reduce conceptual interference. Finally, a two-alternative forced-choice test was used to assess memory.

In this test, a studied object was matched with a foil, and the aim was to select the studied object. This allowed for recognition of memory rather than recall of memory. The researchers made three changes to the investigated item's likeness to the foil item. The old object was coupled with a brand-new object in a novel condition, which was categorically different from all of the previously examined objects. In this instance, choosing the suitable item would only require memory of the object's category, not its specific visual characteristics. The old object was paired with a new object from the same basic-level category that was physically comparable in the exemplar condition In this scenario, only recalling the object's elementary category would lead to a random performance

The old item was coupled with a new item in the state condition that was the exact same object but showed up in a different state or poses In this scenario, recalling the object's category or identification would not be sufficient to choose the older of the two items Thus, in both the exemplar and state conditions, choosing the right object requires memory for specific characteristics from the image Importantly, participants in the study session had no idea which of the 2,500 things would be examined later on or against what Therefore, it was impossible to strategically encode any information that would allow someone to tell the difference between the object and the foil

After just one viewing, observers were able to recall specifics about thousands of photos, according to the study. The current findings show that a set of 2,500 accurate representations of things does not deplete visual memory, which is a vast store.

BOOSTING YOUR VISUAL CONTENT IN THE DIGITAL WORLD

As the world continues to fight the coronavirus pandemic, real estate businesses have been adapting to times of change For the most part, they’ve been taking their operations online Beyond the aspect of virtual meetings for employees, there’s digital marketing for clients and customers In truth, the strategy is essential not only for the present time, but also for the future, as the effects of the health crisis will be felt even months or years after lockdowns are lifted A robust digital marketing strategy is crucial now

Marketing Essentials

During this time of crisis, your digital marketing strategy rests on three important items: use of multiple marketing channels, creation of relevant content, and adoption of personal touch in outreach The first element matters for the purpose of generating as many leads as possible, thereby hitting a range of potentially interested clients Meanwhile, the second element involves making sure that you listen to your audience’s concerns and needs Finally, the third one means sustaining rapport-building in the midst of the transition to more online tools.

Use of Multiple Marketing Channels

Several platforms are necessary when building an effective digital marketing strategy. Remember, what’s working really well now won’t work just as well in the future. For example, the popular social media network Facebook was cost-effective back then, but with so many people coming into the platform, you may need to pay more to be visible. Brand exposure and lead acquisition have become tougher, to say the least, and not as fruitful in terms of results. Sometimes, people resort to unethical tactics just to be found.

As Pacis noted, if you put all your eggs in one basket, then you lose the entire basket if you can’t capitalize or pay enormous amounts of money. It’s important now more than ever to find different channels. Ideally, you use property portals such as Lamudi for lead generation and management, your website for branding, and your social media pages for creating conversations with clients. Let’s break these down one by one:

Website

Think of it as your online office address. Your clients are supposed to know more about you and the business in this channel.

What should you do to maximize your website? Have these elements: profile, services, contact channels and information, testimonials, and valuable content. The last mentioned is important in empowering clients to make wise decisions.

Social Media

Make this your main online communication channel. You can build relationships and create conversations on this platform.

What should you do to maximize social media? Publish engaging and relevant posts, take advantage of interactive features, such as Stories and Live, and respond to comments and messages from your clients fast As mentioned in previous webinars, reserve the long, in-depth discussions of clients’ concerns for video conferences or calls.

Property Platforms

Consider it as your online shop Clients should see what you’re offering and you should make it easy for them to do business with you on this platform.

What should you do to maximize property platforms? Make your listing attractive by featuring full details of the properties Respond to inquiries fast Use lead management tools and strategies

These platforms will help you move clients through the sales funnel Use property platforms to capture attention Leverage social media pages, messaging platforms, and your website in building interest and desire Use lead management tools to facilitate the desired action, which is for the client to buy property or work with you

Creation of Relevant Content

What most businesses fail to realize is that content draws people in. When you have engaging, relevant content, clients trust you more. Think of the social media influencers

that you rely on when buying make-up or a vitamin supplement. In the same manner that you follow their advice on what to buy, your clients are more likely to consider the properties you’re selling if you establish a credible industry leadership among them through valuable content.

Moreover, remember that people want to be well-informed right before they purchase anything, especially if it’s a big-ticket item, such as real estate In fact, a lot of property seekers today are self-directed buyers, people who do their research and decide on what they want even before reaching an agent. When you provide good content for these people, it’s likely that they’ll be enticed to do business with you. That said, how do you create content that matters and will make people genuinely curious?

● Ask directly your current network of clients This can be through a survey, an online poll, or a feedback form

● Research what your clients are interested in. Visit Quora, Reddit, or social media groups or pages.

● Try different topics for your content. It could be general information about government updates, guides on real estate buying processes, or tips and advice.

● Share helpful information from third-party sources, say, sites, brands, personalities, or industry colleagues. If not information, share invitations to online events that would help your client in their concerns.

● Engage with your audience. Answer queries as quickly as you can. Or acknowledge your clients’ comments, at the very least. Take note of the inquiries as well, especially the common ones, and use that for your next pieces of content.

● Experiment on different subjects and forms of content It will be a risk, yes, but it’s the only way to find more effective tactics Use A/B testing and check your data to improve practices

Adoption of Personal Touch in Outreach

With a digital strategy, it’s more important to be personal with your communications with clients Since you’re not able to meet face to face, only bridged by a screen, the sense of connection your buyers should feel should be stronger, if you want to retain them How exactly will you be able to get personal using digital tools?

● Listen. In using messaging platforms, such as Viber and Messenger, be attentive to what your clients are saying so you can serve them better. List their concerns and their profiles and you’ll be able to qualify leads more effectively. This is especially important when you’re accommodating hundreds of clients.

● Personalize. Make sure that your messaging is targeted to the needs of property seekers, whether it be on your social media or personal communications. Express genuine concern towards your clients by regularly sending them information that will be helpful to their situation. Don’t stop at sales-focused communication.

● Organize. A personal touch to clients is difficult when you’re dealing with hundreds of thousands of people. This is why it’s important to organize all your leads Technology can help in this, such as Lamudi’s lead management tool It’s likewise important to update your database regularly to ensure that every client is covered Include details, such as lead status and particular property requirements The more specific your document is, the better you can serve clients the next time you check in on them

An effective digital marketing strategy is crucial to cope with the new normal brought by the coronavirus Moving forward, it will be your best weapon in staying ahead of the game With that, make sure to solidify your strategy as early as now, focusing on multiple marketing channels, relevant content, and personal touch in outreach

IS DIGITAL MARKETING WORTH IT FOR RENTAL PROPERTIES?

Responsible, paying tenants are the lifeblood of any rental property business This is why brokers spend a great deal of time and resources attracting the best renters while keeping units occupied.

Before, agents rely on the good old “for rent” sign and the power of word of mouth, referrals of colleagues and past clients Now, with the pandemic keeping people from roaming around neighborhoods freely and meeting friends and loved ones, real estate professionals must step up their efforts to woo tenants. The smart ones turn to technology.

By now, you’re probably not a stranger anymore to digital marketing. But perhaps, you’re not sure whether or not it’s worth using for your rental properties. Well, we’re here to assure you that digital marketing on rental properties can make a huge, positive difference in your practice. Here’s how:

You Can Reach a Wider Pool of Potential Renters

When your rental listing is visible online, anyone who searches for a rental property in your location can be your next tenant. That’s a considerably larger pool of candidates than the ones referred by your contacts. The obvious challenge here is to make sure that your rental property is highly visible. Just because your property is online doesn’t mean you’ll automatically get the eyeballs and leads you want.

Increasing its visibility is the goal, which is where digital marketing comes in. A huge part of it is using listing platforms, such as Lamudi. Because these online real estate marketplaces show up first on the search engine results page when someone searches for a rental property in a particular location, it’s worth putting yours in these channels.

You Can Respond to Concerns in a Timely Manner

By using online platforms, you can receive inquiries from prospective renters in real-time. Thus, you can respond in a timely manner, giving clients the information they need to consider the property you’re renting out. On Lamudi, property seekers can directly reach out to agents by leaving messages with their name and contact information.

Aside from the simple, convenient communication process in online channels, you can better nurture client relationships on these platforms. As you get to know their needs more, you’ll be able to offer better advice, perhaps more property suggestions, which they would find fitting for their lifestyles. In other words, it’s easier to build relationships when you’re into digital marketing.

You Can Establish Your Credibility

Today, people begin their search for a rental property by searching online. When they don’t find you on the internet, you’re not just losing the opportunity to do business with them, but also the credibility of your business. Like it or not, being online offers

legitimacy. In the same way that people distrust professionals who don’t have a physical office address or mobile number, they’re skeptical about agents who don’t have a profile online.

Apart from the obvious benefit of being able to promote properties, one more benefit to using Lamudi is having an agent profile once you list offerings You can include the name of your brokerage company if you’re affiliated with one, and this adds an extra layer of credibility to your practice. What’s more, the platform grants a Verified badge to trustworthy agents, again boosting your reputable image online. Renters are more likely to do business with these kinds of professionals.

You Can Show Off the Property Even Remotely

On Lamudi, you can upload photos of the rental unit as part of the listing. This will pique the interest of prospective renters, which will move them one step closer to actually renting the unit. It can also help filter tenant candidates, as the seekers are able to decide if the home, with all its space dimensions and features, fits their lifestyle. In the long run, you save time and energy, dedicating your property showings only to motivated prospects. This way, you increase the chances of sealing the deal and making your vacant rental occupied sooner than later.

That said, invest in high-quality photos when using online channels. Find the best angle that would highlight the best features of the rental unit. Make sure that there are no blurry, poorly-lit images uploaded in your listing. If possible, hire a professional to take the photos. This applies to videos, too. On Lamudi, you can include videos in your listing banner, an excellent opportunity to make a remarkable impression on renters.

Given all these benefits, digital marketing is worth doing for your rental properties. In a nutshell, it will help you attract the best tenants in the real estate market.

EFFECTS OF VISUAL CONTENT ON

MARKETING ENGAGEMENT

In a study titled Marketing Engagement Through Visual Content, Manic (2015) argued that a compelling picture is essential in today's marketing environment. Visual material

has become a crucial focus of interest for all publishers across all media channels thanks to the widespread availability of mass communication devices with extended visual upgrades.

A simple and successful marketing investment with significant advantages for any company and its brands is made possible by the declining costs and enormous range of types. Visual content helps brands attract and retain devoted customers; its absence from a producer's overall marketing plan raises concerns and raises the possibility of declining market share.

Types of Visual Content and Their Advantages

According to the study, there are three major types of visual content:

● Illustrations, as any message sent by a static visual composition, such as a picture, a photograph, or, more recently, a meme. They all have significant marketing obligations, with the picture as the primary component, accompanied by one or more texts.

● Comics, as collections of images and text, structured in a certain order and with a clear storyline Infographics are a unique, contemporary type that displays vast amounts of data in a graphical style, perhaps with a visual "narrative" from the beginning to the end

● Videos, moving images in the form of clips, short films which can tell a story or convey a certain message, preferably both Important subtypes are vines (looping videos up to 6 seconds long) and gifs (looping slideshows of images packed in a single file)

All of these have advantages from a marketing perspective:

● Illustrations are brief, simple to understand (often in a matter of seconds), and, of course, easy to produce

● Comics are effective storytellers and are easier to recall.

● Videos are effective in conveying human emotions because of their dynamic movement.

Companies can demonstrate their industry knowledge, develop a visual demonstration of the product, present user reviews, tell brief success stories with the product as the main character, transmit installation instructions and how-to manuals, and arrange training sessions for professionals by using imagery of all kinds.

Visual Content From the Consumer’s Perspective

According to Manic (2015), visual content increases marketing engagement since it is absorbed considerably more quickly by the content consumer than text-based material

According to new research from Demand Gen Report titled 2022 Content Preferences Survey Report, 55% of buyers said they now rely more on content to research and make purchasing decisions than they did a year ago.

The survey findings show that content consumption is on the rise. A majority of B2B buyers (62%) said they engage with three to seven pieces of content before connecting with a salesperson, and 11% said they typically consume more than seven pieces of content.

When asked about the types of content they consume, the most popular response was webinars. Just over two-thirds of the buyers polled (67%) said they had engaged with webinars over the past 12 months Other popular content formats include E-books (56%), blogs (54%), white papers (52%), and case studies (49%) Respondents also noted that they are consuming more community-based sources, such as industry newsletters (increased from 34% to 41%) and third-party analyst reports (up from 29% to 31%)

Another interesting discovery is that most buyers typically spend between five to 30 minutes reviewing nearly all content formats The only exception is webinars, where 53% said they are willing to invest 30 to 60 minutes watching a webinar, and an additional 19% said they are willing to spend more than 60 minutes with a webinar

The study reveals that today’s buyers crave high-quality, easy-to-access content backed by data and filled with quick-hitting insights, with webinars and research reports among the most popular content formats. Credibility and relevance are also key to creating the types of content buyers want to consume and share with the rest of their buying committee.

Visual Content From the Publisher’s Perspective

The time required to understand a visual ad is logically shorter than the time required to understand a primarily text-based message; therefore, from the publisher's perspective, visual content is a crucial marketing tool.

● Visual ads effectively convince an audience to make a certain decision.

● Visual content conveys emotions more easily and rapidly: very useful as long as time is either unavailable (in the case of highway ads, for example) or very expensive (for television commercials).

● Viewers are 85% more likely to purchase a product after watching a product video.

● The brand is “humanized” through visual content and is easier to relate with. Due to the broad understanding of a visual message, marketing costs for multinational companies are kept at lower levels (Manic, 2015).

Role of Visual Content in Today’s Digital Market

Visual material is important; thus, marketers all over the world pay close attention to it. In a study titled Social Media Marketing Predictions, King (2015) argued that:

● Video has become the preferred form of content and already rules social media.

● Technical advancements will impact marketing (for example, there are already available 360 degrees videos, which allow the user to change the viewing angle of a video clip in real-time while watching)

● Campaigns will shift the emphasis from information to the client experience

● The potential of visual marketing will grow on both established and emerging channels Therefore, visual information will play a much bigger part in marketing because it will be closely linked with a potential purchase as direct buying (from practically all platforms) becomes the standard

Visual content has to be a focal point in any marketing strategy because of its strong relation with human nature The important impact of images and videos, along with the ease of today’s production of graphical content, are critical factors in favor of marketing engagement through visual content With the help of images, in any form they present themselves, brands can achieve the desired reach and recognition, making marketing investments more efficient (Manic, 2015).

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