How Creative Digital Influencer Advertising Can Boost Real Estate Marketing

Authored by Keshav Mangla, GM Business Development, Forteasia Realty Pvt. Ltd.

In the present context, a net-based marketing approach is more productive than traditional marketing strategies. The Real estate sector, which has a history of using pamphlets, banners, and personally designed advertising tools, was quick to start following new ways of marketing. Among these, creative digital influencer advertising has become one of the most effective strategies to promote brand awareness and attract potential buyers.

Understanding Influencer Marketing in Real Estate

Influencer marketing is a process that utilizes the presence of social media personalities to market a product or service. In the real estate industry, influencers might include well-known lifestyle bloggers, interior designers, architects and builders, property investors, etc. These influencers are able to market niche audiences and therefore are a great fit targeting specific audience demographics, such as millennials looking for rental apartments or families looking for 3-story houses in suburbs.

 Advantages of Using Influencers in Real Estate

  1. Enhanced Credibility:

Influencers have credibility with their audiences already. When a real estate project is promoted by an influencer, most of their followers will regard the commentary as a trusted one. This is an important advantage, especially in industries where consumers spend a large amount of money.

  1. Increased Reach:

Most influencers have fans on Instagram, YouTube, Facebook and other platforms. Collaboration with these influencers can help the real estate firms advance their businesses in areas that would have been impossible using conventional advertisements.

  1. Showcasing Lifestyle Aspirations:

Real estate is more than just structures; it is a lifestyle. Influencers can make videos or pictures of a house, its surrounding area and present it to their followers or potential customers as a desirable lifestyle for that property.

  1. Targeted Marketing:

Specific targeting of consumers is possible with the help of influencers. For example, if a construction company sells luxury houses, it should work with influencers who promote luxury lifestyles, while an affordable housing project should work with those who promote low-cost solutions in concurrence.

 Strategies for Effective Influencer Collaborations

  1. Identify the Right Influencers:

Identifying influencers with the same audience and the most appropriate content is essential. For example, Addressing a sustainable housing project can target influencers active in environmental conservation.

  1. Focus on Authentic Storytelling:

Being authentic is important for successful influencer marketing. Ask influencers to document experiences such as coming to a property site, meeting the development staff, or speaking with tenants.

  1. Leverage Visual Content:

Quality images in real estate is a must. Influencers can produce nice-looking content such as drone footage advertising the home, Instagram Reels that highlight the features, or Youtube videos that cover vlogs that focus on the investment aspect of the property.

  1. Host Virtual Property Tours:

These days, it is a post-pandemic world where virtual property walkthroughs remain very much in demand. Influencers can conduct these tours via Instagram or Facebook, providing an eye view of the house to interested buyers.

  1. Offer Exclusive Deals:

Engage with influencers and ask them to promote certain limited-time promos like preferential pricing or referral bonuses, enabling their followers to take advantage of the offers.

Numerous real estate businesses have already tapped into influencer marketing. Despite the many advantages of influencer marketing, it also has its downsides. There can be poor performance as a result of either utilising the wrong influencer or not being able to evaluate the effectiveness of the campaign. To this end, real estate brands must have well-defined contracts, specific expectations of what will be done, and adequate infrastructure to assess the ROI.

In real estate influencer advertising provides a game-changing opportunity. Real estate businesses can leverage influencers to build their brand image, reach out to various audiences and sell properties. In a rapidly changing industry, those willing to use non-conventional marketing methods such as utilizing an influencer will be the most visible.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

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