online offline

Strike the Right Balance Between Online and Offline Marketing

online offlineWe’ve watched as business, real estate, marketing—and the world, really—has moved online. While you may wonder exactly what modern marketing looks like , and whether or not you should stop all offline marketing efforts, we’re here to tell you that the key is to strike the right balance. Offline marketing is still important and beneficial, so don’t neglect traditional marketing altogether.

Much of our day takes place online and you absolutely have to maximise this space in order to reach the largest audience, but offline marketing should still be a part of your strategic plan in order to obtain the best results and reach each segment of your target audience.

Here are some ways you can combine online and offline marketing in order to reach and grow your audience.

Understand Your Clients

While the younger generation favours the online environment, you will always have individuals who prefer to engage in person or in print. You will have potential clients who prefer to read the newspaper, look to see whose agency is represented on a ‘for sale’ board in their neighbourhood, or keep track of direct mailing advertisements.

Spend some time studying your clients and potential clients. Ask them how they prefer to hear from you, and adjust your methods accordingly.

Active buyers will likely be online first and foremost in order to view the most up-to-date property listings.

Signboards, newspapers, and other print media are still highly effective for a geographical marketing campaign and as a means to attract new clients. Online marketing and content marketing, however, is also highly effective in attracting and nurturing potential clients.

Think Strategically About Your Properties

Think strategically about the properties you have and how certain demographics might desire them. For example, you might have a trendy apartment that appeals to millennials. Consider where these millennials might be on social media (perhaps, Instagram), and share photographs and information there.

You may have a single-story, smaller home that would be perfect for retirees. Think strategically about where this particular audience congregates or reads, and spend more effort marketing via those avenues.

If you have a property that would be a fabulous investment opportunity, perhaps you want to target foreign investors online or local investors in person with a presentation of top investment properties.

When you know your properties and their appeal, and where your target audience is you can strike the right balance between online and offline marketing that really works.

Know Your Staff’s Skill Set

As a real estate agency, it’s imperative that you understand your staff’s skill sets. You may have less experienced agents who are highly knowledgeable about social media and online marketing, and your seasoned agents likely possess a wealth of knowledge, especially about traditional marketing methods. Don’t be afraid to combine this talent.

Encourage your younger agents to help the senior agents set up their social media accounts or help them along with them. Encourage your senior agents to share their knowledge and give pointers to the newer agents. Know which of your agents stand out in these areas and task them with teaching a workshop that helps other agents understand how to utilise both forms of marketing.

Bring Both Together

It’s crucial that as a real estate agency—and even as an agent—you have a website, blog, and social media accounts. You can use your print media campaigns to direct people to your online platforms and drive traffic to your website.

You can also use your website to drive people to any promotional events you are having, and include a call to action to get in touch with you for a free valuation or consultation about purchasing a home. By tailoring your communication and utilising different approaches based on the different segments of your audience and striking a balance between online and offline marketing, you can build a great database and increase leads and enquiries.

Contact iProperty to learn how we can help you with your online mix. We create websites, microsites, apps, and more.

For more helpful real estate tips and information like this, check out our blog. You can also follow us on Facebook.

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