As more real estate brands become better acquainted with the advantages of online advertising and the advertising landscape becomes more crowded, what you post becomes more important.

A standard rule for your marketing will be to use content focused on what customers want from you and giving them experiences they want to share, rather than content that’s just focused on what you want to tell them.

To help get your message across, for both your listings and your personal brand, use a mix of targeted paid advertising along with smart organic content to build word of mouth. Consider using different tools like live streaming or short videos for Tik Tok, Instagram Reels and Facebook Stories to reach different audiences, while your paid ads seek out engaged new customers.

Mix the old and the new

Facebook may have renamed itself Meta, but it remains, and is likely to remain, the major player in social media advertising.

With 3 billion users – and that number still growing – it is still where you are most likely to find new clients online. It also has a range of ad types and is constantly evolving its advertising tools to enable best practises. If you back that up with the reach of the Google Display Network your strategy is in pretty good shape.

But there’s always room to try something new, particularly if you want to engage a new audience or a different demographic. Add in Instagram to reach a younger, millennial audience, and consider Linkedin for personal brand campaigns and commercial or investment property campaigns.

And keep an eye on Meta, which is Facebook indicating it’s going to venture into virtual or augmented reality, which could open up interesting new platforms and audiences for your digital advertising campaigns.

Nurture and grow your database

It might be tempting to think that with the ability to target your ads to key audiences using social media and the Google Display Network, that your own database building can take a back seat.

Not true. It’s more important now than ever to keep growing that list of prospective clients. Different privacy regulations being discussed by organisations like Apple and Google could start to impact the consumer data that’s available in the future to optimise digital advertising.

That means your own customer database becomes an even more important tool for sourcing new clients and growing your business. Your customer database is the foundation from which your online campaigns can seek out and find other, similar potential customers. Talk to ListingLogic about how we can help with effective lead generation campaigns.

Be influential

Influencer marketing is still a huge player in the digital advertising arena. While it might typically be associated with fashion, beauty or food brands it can be a powerful tool for real estate, and should be part of your marketing strategy.

Look for partners that align well with your business, such as interior designers, home staging businesses, mortgage brokers or builders and property developers. Follow prospective partners first to gauge the quality and frequency of their posts. If you feel they’re a good match for your business, make contact and see if they have any interest in creating partnered digital content. It can be an excellent way to access a whole new audience.