What Kind of Digital Marketing Works Great for Apartments?
The real estate industry is complicated. The types of properties range from land to apartments, bungalows, farmhouses, and more. Properties are sometimes sold, leased out, rented, etc. Unlike regular products, the real estate and property business has a more complicated business principle. This is also the reason why digital marketing is often so specialized for the real estate market, often requiring a separate strategy for marketing apartments in general.
Marketing Apartments
Generally, apartments listed for rent and not for sale are common. Most apartments for rent are listed as affordable properties for working professionals. These may be high-end properties or properties that are within a budget with basic facilities. In today’s real estate scenario, most apartments come with features that include a gym, 24/7 electricity with backup, swimming pool, sports area, and full-time security.
Marketing for apartments must be focused on the audience. The audience is usually working professionals who are looking for affordable properties, but for them, the more important features are not just the price alone. A decent property will be location-based (how far is it from schools, workplaces, entertainment centers, shopping malls, airports, etc.). Other factors include accessibility to hospitals, grocery stores, and other essentials. Marketing to your customers based on locations and surroundings is key. Importantly, marketing locally is very important as people will be searching by locality.
Real Estate Digital Marketing Techniques
Real estate digital marketing can vary from email marketing for apartment rentals to content marketing for real estate. For extensive real estate digital marketing, consider PPC advertising for apartments, real estate lead generation programs, and influencer marketing for apartment marketing. Let’s cover each of the marketing techniques used in marketing apartments and real estate in detail:
Content Creation, SEO & Content Marketing for Real Estate
Content marketing is one of the most affordable, long-term solutions for digital marketing. It’s a time-tested, reliable method that provides you with full control over your content. In most cases, content marketing is done on your own website. If you already have a website dedicated to your property, your content will be created and marketed here. Apart from your own website, content creation and marketing extend to social media websites and third-party industry-relevant websites.
In the case of real estate marketing and apartment marketing, creating content on your website is your first step. Then, the content is complemented with social media posts and listings on other real estate listing websites. In India, there are plenty of websites that allow property listing for free or for a small payment. Consider websites like MagicBricks.com and 99Acres.com, which are industry-specific, but also extend your reach to classified websites like Sulekha.com, OLX, and Quikr, which are free and generate a lot of leads to your property listing easily.
While creating your content, ensure that you have done full keyword research to optimize your content for search engines. This allows search engines to rank your listing better than your competitors. Better search engine listing and ranking ensure you have more visibility from search engines and also better visibility from the websites you are listed on. Take advantage of the SEO benefits provided by these websites to your advantage.
Social Media Marketing for Apartments
Social media marketing is a great place for digital marketing for apartments. Advertised rental apartments tend to perform better than organic social media listings. Create a range of creatives for social media marketing when it comes to apartments. Choose your social media platform wisely too. We have noticed Facebook and Instagram performing well, with LinkedIn close behind. For Facebook, create image posts and carousels, and the same applies to Instagram too. But for Instagram, add reels and videos to your post types. For LinkedIn, simple posts and banner ad images are the most converting when it comes to real estate. Apart from the creatives, also keep a very close watch on the conversion types. If you market for leads or WhatsApp messages, the difference in conversion will be high on one or the other, depending on your demographic settings and locations. Test your ads for at least 24 hours to see optimum results.
One of the biggest methods in social media marketing is the retargeting campaigns. This allows you to choose demographics and audience profiles based on their interests and past searches. While searches in social media profiles for apartments are rare, the option to display your profiles and posts based on their interests in real estate and properties is possible with retargeted ads on social media platforms. Retargeting is also available on PPC campaigns with search engines, but it is particularly effective with social media advertising. Data-driven apartment marketing tactics like retargeting ads help increase ROI of the ads for social media.
Local SEO for Apartments and Google Ads for Real Estate
One of the common search results when you search for apartments in a location is almost always a Google My Business profile, which is listed on the first page and often in the first few positions. The opportunity for getting into the local business section is much faster, easier, and less competitive. Get your apartment listed in the My Business section, and if you find it hard to get in the first few positions, consider PPC advertising for Google Local Business. This is faster, easier, and less competitive.
Email Marketing & WhatsApp for Apartment Marketing
Email marketing requires preparation, and if you have a list of email addresses from past contacts, email marketing can be effective to some extent. You should be looking at people who are actively looking for apartments when you send emails to these clients. If you have a list of email addresses that are not actively searching for properties at the moment, chances are you will have a lot of spam complaints. As for WhatsApp marketing, the biggest challenge is to send messages to thousands of people without being banned. While this is possible with software and bots, the chances of being banned are high, and manual message sending usually takes a lot more time.
Summary
When it comes to digital marketing for apartments, planning your marketing is the most important part of the strategy. When possible, use AI in real estate marketing. Automated marketing for property leasing, data-driven apartment marketing techniques, and remarketing strategies could help you reduce costs while increasing leads and conversions. For apartment websites, consider conversion rate optimization. This takes lesser effort and gives you a good change in results if done well. Geotargeted digital ads for apartments, whether on social media or Google PPC, have higher conversion rates compared to general ads. When you generate leads, consider lead nurturing for real estate prospects. Most leads will jump properties because of multiple options. Follow up on your leads and convert them to your property.
