BLOG POST BY LINDSEY IMPERATORE, DIRECTOR OF MARKETING AT THE NEWS FUNNEL
Exposure. Clicks. Reputation. These are the goals you should always have in mind when marketing commercial properties. It’s all about keeping the big picture in focus while not letting the little things get swept under the carpet.
One of the small things that often gets lost in the marketing strategy is the emphasis on location. Where are your clients and where do they want to be? Here are three fully-baked ideas that will improve your real estate marketing and get your clients on the map!
Local Search Ads
Local search ads are the most basic type of location-based marketing. While it’s not the most original approach, it is absolutely successful and simple to implement. In other words, it’s easy and everyone should do it. Here’s how it works: When someone visits your site, a cookie is dropped into their computer. This cookie allows you to target them by showing your ads when they visit other sites. That way your CRE business is always lurking at the top of their mind and drives the visitors back to your site.
Where does location come into play? Well, everything from the photos we send to our online purchases are cyber-stamped with a time and place. By setting up a search ad on Google and other major search engines, your business becomes more visible to a local audience, which is read by the computer. A commercial real estate business can gain new clients by launching new ad campaigns that target the local audience.
Improve Your Search Engine Ratings
Displaying search results based on location also isn’t a new idea. It’s important to take the time to fill in business pages on a number of location-based services. If a commercial real estate company completes online forms for Google My Places, Facebook Places, and Yelp, their business is likely to be ranked higher than the company that has only focused its marketing efforts on creating ads.
This works to increase your rank assuming that the services you offer are legitimate and the content of your site is strong and relevant, of course. If it’s not, the location markers aren’t going to make a lick of a difference. Customer reviews have the power to adjust the ranking! But overall you will find that many location-based searches rank quite well in search engine results.
Geotags on Social Media and Real-Time Geolocation Marketing
Social media networks have become essential to marketing, and it can be difficult to keep up with the ever-evolving, always improving features of the different platforms. If you use all but one “extra” feature, after a pleasing image and some clever content for the caption, it should be the geotag.
Not only commercial real estate agents, but also major real estate companies are using geotagging to engage buyers, showcase properties, and connect with local communities. This is really a valuable marketing tactic because it allows users to tag the location of photos, videos and other posts, which is especially beneficial for a location-based business like real estate.
Not only does it feature the location above the image, the geotag also creates a photo map of all the other geotagged locations in the area. If an agent has a lot of listings in a particular area, dropping a geotag will help people find what is available. It’s easy to start a marketing campaign that reaches a wider audience by combining geotags with creative and consistent hashtags used by the business.
While most location-based marketing is designed to attract new customers, it is also a great way to learn more about existing customers. People are more willing than ever to share location information in exchange for more personalized content. And the more a marketer understands the demographics of particular location, the more opportunities they have to engage the audience with meaningful content.
Need help with your social media strategy? Contact Jen@thenewsfunnel.com to learn more. We manage some of the BIGGEST brand’s social media in CRE and more importantly WE GET RESULTS.