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Real Estate Marketing

How market to each generation, and yes, they are ALL different!

(MARKETING) Knowing how each generation is interacting with marketing content will help you keep your edge in your chosen markets – here’s your update!

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Generation of women.

In the last few years, a higher premium has been set on presenting your content appropriately to your audience. In order to do this, you must really learn about the demographics of your audience as a way to speak to them in the most effective way.

We can do this by looking through our follower list, determining the audience that would most benefit from our audiences, and opening the floor for questions. Sometimes we rely on studies and other collections of data to show us what certain audiences dig and don’t dig.

Such was the case with Koeppel Direct’s roundup regarding optimizing your content for every age group. They broke it down in such a way that helps us look at different generational online uses.

First up, we have our Baby Boomers, who were born between 1946 and 1964. According to the data, they make up 74% of the US population. Sixty-7% of that population uses smartphones, while 57% use social media. The favorite platform of Boomers is Facebook, with 31.9% using the social media site.

It’s recommended to tailor content for Boomers in the following ways: make your content text-light (300 words is the preferred article length of this generation), videos that are heavy on information (slower-paced is preferred over fast), and Facebook-optimized content (57% will visit a company’s website after seeing them appear on social media, and 34% will make a purchase).

Next on deck is Generation X. This group was born between 1965 and 1980, and makes up 66 million of the US population. 85% own smartphones and 75% use social media (with 45 million Facebook users and 23.5 million Instagram users).

The content recommendations for Gen X are: longer-form video (30-second mobile video ads are preferred over ads that are shorter), tablet-optimized content, and 48% are more likely to buy from a company that offers instructional videos.

Now, everyone’s favorite, Millennials! These peeps graced the earth between 1981 and 1996 (May of ’94 brought you yours truly) and they make up 71 million of the population. 92% own smartphones and 85% use social media (with 59 million Facebook users and 43 million Instagram users).

Unsurprisingly, two out of three Millennials prefer online shopping. The recommended content comes in the way of shorter-form video (10-seconds preferred), interactive content (it’s all about the experience! Even with campaigns), email campaigns (Millennials spent 6 hours a day going through email, with 77% wanting to receive business communication by email).

Additional tips include: personalizing content, using less text, and sharing mobile coupons and rewards.

Finally, we’re at the end of the alphabet with Generation Z. Generation Zs were born between 1997 and 2012 (so they were learning to walk during the peak of Friends) and makeup 60 million of the population. A whopping 95% have access to smartphones.

The favorites of social media include: 73% on Instagram, 69% on Snapchat (noted to be more popular with girls), and 80 percent say that social media influences their shopping (thanks, Insta models!)

It’s recommended to use: online video ads (56%  take action after seeing a video), video marketing (85% use YouTube), and socially conscious content (94 percent feel that companies and brands should take stands on environmental and social issues).

The roundup also notes that in 2017, it was determined that the average human attention span is eight seconds (which is a 33% decrease from 2000).

There was also a 99%  increase in branded video content views on YouTube over 2016.

In 2019, 80% of all web traffic so far is video. Think about that one.

This information is ever-evolving and helpful to keep an eye on. However, it’s important to note that this is a sample of these generational populations, and not every item applies to each population member. Do your own research to really get to know your audience!

Staff Writer, Taylor Leddin is a publicist and freelance writer for a number of national outlets. She was featured on Thrive Global as a successful woman in journalism, and is the editor-in-chief of The Tidbit. Taylor resides in Chicago and has a Bachelor in Communication Studies from Illinois State University.

Real Estate Marketing

The modern-day horror story of no-reply emails (hint, don’t use them!)

(MARKETING) No-reply emails may be easy to set up and distribute for customer service, but it may actually be creating a problem with a simple fix.

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emails ugh

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using noreply@company.com you can use john@company.com and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

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Real Estate Marketing

Try these 7 tips if your brand or business design feels out of date

(MARKETING) Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past?

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Just as styles of clothes come and go, website styles can date your business. How can you tell if your design is stuck in the past? Here are 7 things to consider about your design style:

1. Sans serif or not? With 4K in full effect, serif types are coming back into vogue. A serif typeface is one with small lines attached to the end of a letter.

Sans serif typefaces, those without those small lines, were introduced for readability on mobile devices which used to have much lower resolution.

2. Are you constantly changing colors to keep up with trends? Although the “best” color for marketing changes annually, it’s not really about what color you use. It’s about consistent design with color saturation.

3. Where do you work? Sitting at a desk waiting for inspiration is a thing of the past. Get out in the world and work on your tablet to enhance your ideas and take pictures to bring more elements into your design.

4. What’s your perspective? Look through your social media account and look for variety in your photos and posts. Find a new angle for photos and text to give more interesting content.

5. Are you using trends to brand your company? Coloring books have been the hot ticket item in 2016 and 2017, but the population has already moved on to the next thing, so why would you hop on an old trend and send out branded coloring books?

Use trends in marketing, but not for branding.

6. What’s your design style? Flat design is a trend that is going by the wayside. Get one step ahead by using elements to add depth to your site.

7. Do your templates look like templates? WordPress is great for small businesses, but when you use one of the templates without any customization, you look like you don’t know what you’re doing.

Spend a few dollars and get some help implementing your own images and graphics to fully adapt your site.

This assumes that your site has already been on the cutting edge. We’re still seeing a number of small businesses who don’t have much content about their business.

Having a website is vital in today’s economy, and even if you’re the only one in your community that provides your service or product, you cannot expect to stay on top by just having a minimal website.

Make it a part of your marketing strategy to update your site weekly and keep your customers engaged.

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Real Estate Marketing

Hiring a real estate photographer is critical in spite of smartphones

(MARKETING) Regardless of budget, a professional real estate photographer is a must-have partner in today’s photo-savvy social media landscape.

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real estate photographer

Mobile phones take great photos now. Anyone who spends a decent chunk of change for the newest iPhone or Android phone can take beautiful shots. But still, with real estate listings, we see crappy cell phone shots or pictures that may not be awful, but simply don’t capture the beauty of a home like a photographer can.

Let’s face it, you may be able to grab an amazing shot, but photographers can take something hideous and make it beautiful (as seen in the “ugly location photoshoot challenge” – seriously, nothing proves the value of a professional photographer more than this challenge).

When it comes to your business, your listing photos are a lot like your headshot on your LinkedIn – it’s your chance to make a solid first impression for potential buyers. You know that.

You want people to be captivated by the image they see enough to come see the property in person. And while you may be able to get some basic shots on your iPhone XS, you’re not going to be able to do what a real estate photographer can do.

Dallas real estate photographer Terry Wolfe tells us why professional photographers offer you more for your real estate listing and what they can do that a phone can’t.

1. The right tools – Real estate photographers know what tools to use for the job. Specifically, the use of wide angle lenses to help open up a room and not make it appear small like a cell phone camera would.

2. Know-how – The photographer knows how to display and frame the shots to show what is marketable and what stands out about the home. It’s what they do. They can make small rooms seem bigger, make dark rooms standout, and make the image closer to how they will actually experience it. The photographer thinks about how people will live in that space and what to focus on.

3. Post Production – The work done in post-production to help ensure the shots follow a consistent image and convey the necessary atmosphere. This is technical knowledge that most people with iPhone or other camera won’t be able to do.

TL;DR – nothing replaces an expert.

Much like how you would hire an HVAC specialist for your AC or a roofer for your roof; professional photographers are technical experts who know what to do, how to do it, and can do it in a way that ensures quality.

A home is an investment, and marketing listings is a major piece of business – don’t skimp out on the images to help make it shine.

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