Five Things You Need to Know About Visual Marketing in Real Estate
Real estate is a busy industry. There are so many brokers trying to reach the same audience segments, all selling a product that is already hot in the market. Getting noticed by your clientele is a top priority, but with so much content crowding the internet, brokers need to do something different to get their audience’s attention. In busy industries like real estate, visual marketing has thus become the key to infiltrating the market.
There are a number of reasons why real estate brokers need to use visuals in their marketing. Start by creating a data flow diagram to help establish a process for your marketing, particularly for visual marketing, as it is not a method of communication that can be put together quickly. Visual content needs to be thought out so that the time and effort spent creating it achieves the maximum impact.
To make the best visual marketing strategy for your real estate company, you should know these top five things.
With the constant flow of content on social media channels, newsletters, and Google searches, your real estate company’s clientele are bombarded with information. Additionally, people are very short on time—they are constantly on the move, multi-tasking at all times, which makes it even harder to focus on written content. Most of the time, internet users will quickly glance at a headline, and then move on. Unless you can arrest their attention by optimizing your visual marketing.
Attractive visuals have a much better chance of engaging your audience than text-heavy listings, which is why real estate websites tend to include a lot of visuals. Plain text requires too much effort from the audience, whereas an image can easily be absorbed with a single glance.
You can attempt to marry the two—texts and images—using graphics that will serve the purpose of sharing your information in an attractive way to your audience. For instance, when creating flyers, which most real estate brokers do for print and online, instead of filling it with text, use a real estate flyer template to make a graphic that will be attractive when posted on your website, shared on social media, or printed and distributed around your office location. This flyer below is beautiful and informative.
Brochures, whether printed for visitors to your office, or posted on your website, are another excellent way to showcase your images. Like the flyers I mentioned earlier, a simple real estate brochure can be made with attractive graphics to draw in potential customers that lead to conversions.
It is important to recognize how busy your clientele is and adapting your marketing to compensate will be beneficial to your company. By using strong visuals to reach your audience, you have a much better chance of being noticed.
Visuals are attractive and because of this, they make for excellent shareable content. Internet users like sharing beautiful pictures, and this is more true for real estate than in most other fields. Real estate is a fount for excellent imagery, from the exterior of houses to the interiors of apartments, imagery sells in the real estate market. The below example of a Twitter post shows how visuals can enhance your social media content.
As most brokers know, clients need to see the property they want to buy or rent, and the starting point is through images on ones website, newsletter, or social media. A beautiful image can lead to a potential client visiting a property, but it can also prompt someone to share the content with individuals you hadn’t yet targeted. Not only will this increase your social media followers, but it will boost your website traffic, and lead to more customers. That is the power of a good visual.
Infographics have become one of the most popular forms of visual content on social media. Infographics are engaging because they combine visuals and statistics in a meaningful way. They’re a great way to show market trends, or real estate facts that will make your clientele more knowledgeable, as you can see in the simple infographic below.
You don’t always have to use infographics for statistical data. You can also use them to share advice or information about your business. It is the engaging aspect of infographics that you want to capitalize on.
The other great thing about infographics is how shareable they are. We have already established that visuals are excellent for sharing on social media, and infographics more so than most. They are interesting content that will have people coming back to your accounts for more, but additionally, infographics can also be divided into smaller graphics to be shared over time, giving you several pieces of content from a single visual, thus reducing the amount of work you need to do to create engaging visual content.
Making infographics may seem like a difficult task, but you can always turn to these infographic templates for inspiration. With the right information and the right infographic, you can make a massive impact on your audience, leading to conversations with your brand, and eventually a loyal customer.
Mobile has become the primary way that most users access the internet. Content marketing experts have confirmed the importance of catering to a mobile audience, and visuals are what can help businesses do that.
According to these marketing statistics from Hubspot, mobile searches lead to 50% of visits to local businesses, and of those, 78% make a purchase. If you aren’t targeting your mobile audience, you are missing out.
Visual marketing is the key to making your real estate company mobile-friendly. As most of your clientele will be accessing your social media, newsletters, and websites on mobile, by working on making them as responsive as possible, and gearing your imagery towards being viewed on smaller screens, you will find your client list increasing significantly.
Videos Are the Future
Video marketing has taken over the world in the past few years. Alongside attractive imagery, you should be creating videos that showcase your portfolio, your work culture, and your happy customers.
The rise of personalized videos is also something real estate companies need to note. People want to see content that is tailored to them, and which shows them that there are real people behind the company, not an automated software.
There are a variety of ways that real estate businesses can engage with video marketing—having a YouTube channel with tips, sharing videos of properties on Instagram Stories, and posting videos of happy customers—the possibilities are endless. You can also make short graphic videos that are colorful and engaging for your audience.
However, more than other forms of visual marketing, videos are fairly time consuming, and depending on the quality of content you want to produce, can take a bite out of your budget. If videos are something you want to explore, you should plan in advance and work towards making the best content, as that is the only way to get noticed.
Adopt Visual Marketing Today
Without a doubt, visual marketing is of extreme importance in the real estate industry. There are already a wealth of visuals for real estate marketers to use in their communication with clients, but it is how you use your resources that will set you apart from your competitors.
While visual marketing was difficult to follow through with before, you can now use online template tools to help you create visuals, instead of having to hire an agency or designer to create them for your. Design your content marketing strategy with a goal to prioritize visuals and you will be able to see positive results.
Ronita Mohan is a content marketer at Venngage, the online infographic, and design platform. Ronita is interested in a variety of topics with regards to digital marketing, visual content, and online engagement, which she enjoys researching and writing about. Twitter: @Venngage