How to run a successful digital marketing campaign for residential and commercial real estate agencies on the Sunshine Coast

April Forbes
June 23, 2021

As digital marketing continues to expand, so does the space between real estate agencies experimenting with new marketing possibilities, and those trying to hold onto the past and ignore the future.

The real estate digital marketing space is transforming daily, with the majority of new technology and innovation heavily focused on selling the home or commercial space via vendor-paid advertising or VPA options. But what other digital marketing options can residential and commercial real estate agencies on the Sunshine Coast do to position themselves as active brands in the local property industry?

That's an easy one... often overlooked in lieu of vendor-paid advertising, brand awareness campaigns solidify an agency's position in the Sunshine Coast marketplace and will build new audiences over time.

Not sure where to start? Follow these steps.

1. Design your brand campaign

A brand campaign creative is just as, or even more important as the digital advertising media buying plan. Time and time again, we see investment in media spend, but a lack of investment in creative assets to get the most out of the media spend.

As clichéd as it sounds, your brand and ad campaign is more than just a logo. It's the reason why, and how, who, and where combined. Whilst a full brand identity and positioning project is always recommended, you can start with the basics; features, and benefits. Ask yourself:

  1. What do you want people to know?
  2. What do you want people to feel?
  3. What do you want people to do?

If I was a Sunshine Coast-based real estate agency an example of this could be:

  1. We want people to know that we are focused on their best interests at heart, not just the end result or the quick sale.
  2. We want people to feel safe, secure, and calm.
  3. We want people to read more about us.

With this in mind, a brand awareness campaign can be developed that reflects these simple messages.

Oh and a hot tip. Be more creative than showing your car in the ad. Words are powerful, but too many can dilute your message. And, smile for the camera. People connect with like-minded people; remember that.

2. Update your website and social media

Every day I see campaigns go live that do not reflect the next step a potential client experiences after viewing a piece of digital marketing. Now that your brand awareness campaign has been developed, it's time to update your website and all creative to reflect the same message.

Rolling this campaign out through your website and social media channels should be done at the same time any advertising is planned. Repetition is the key to creating top-of-mind brand awareness.

Not able to update your entire website? Build a landing page that is specific to your campaign. This will also help maximise your impact and drive conversion due to repetition.

3. Invest in digital advertising

Now the foundation work is done, it's time to launch your brand awareness campaign to your target market via a digital advertising media plan.

Brand awareness campaigns are the most cost-effective advertising campaigns you can run online. With the local population here on the Sunshine Coast growing by 2.5% in the last 12 months, digital is a great way to get in front of new or locals in the area.

Campaigns should be launched wherever your target market hangs out. Think Facebook, Instagram, Pinterest, Tik Tok, LinkedIn, Google, and YouTube... Each has a variety of advertising options for video and image-based creative; allowing you to further curate your campaign to suit how your audience consumes that type of media.

4. Measure, but not in the way you think

For some reason, because it's digital and it can be measured it's held ultimately responsible for all marketing. No one is measuring the ROI on out-of-home advertising like billboards and buses, so why hold digital to the same standard?!

Brand awareness campaigns for real estate agencies can't be measured in clicks and leads. They can only be measured on the comments, questions, and activities made by your clients and potential clients over time. No one ever contacted a real estate agency to sell their home from one ad they saw on Facebook. That type of relationship takes time and is a long-tail sales process.

In summary...

The value brand awareness campaigns add to the sales processes is the reach and frequency of the brand's message to reinforce conversations and interactions.

Brand awareness campaigns are super cost-effective and often overlooked. However, a brand lift is an important long-term strategy that should always be considered.