The outbreak of Coronavirus has changed how the world works today. From the smallest sectors to the biggest industries, all remain equally impacted, and real estate has been no exception. The contagion has left realty stakeholders in dire straits with no other option but to transform and adapt to the recent digital trends.
Against the unprecedented odds that contracted the economy and impacted consumer spending in 2020, the real estate sector displayed tenacity. While there were initial hiccups, strategic and well-implemented marketing campaigns helped developers connect to the prospective buyers, close transactions and keep their businesses afloat.
Let us look at the key trends that buoyed the real estate market in 2020 and may prove to be game-changers in 2021:
3D virtual tours
Making its way into 2021, 3D Virtual Tours is one of the latest real estate marketing trends that has gained immense popularity in drawing potential customers. Against earlier, when real estate purchase involved a real-life experience, the brands today have connected with the customers by offering 3D experiences. The visual walk-throughs to the sample property help the customer understand the unit and its features and amenities. The trend had a huge impact in reviving the sales after the pandemic, and it will continue to uplift the market sentiment in the coming months.
With the COVID-19 market taking a toll on businesses, many developers preferred to register their properties on the property aggregator platforms. The wider reach and exposure of these platforms helped builders connect with potential clients. Many portals also offered payment facility options that ensured faster deal closures. It seems that the trend is here to stay and might capture a significant market share in 2021.
Social media marketing
Social media platforms such as LinkedIn, Instagram, Facebook, YouTube, and more have proven to be game-changers in the post-pandemic world. These marketing channels have gone mainstream as Instagram ads/Facebook ads have lowered the ad costs per head and increased their potential buyer inventory. LinkedIn ads have also improved the quality of digital leads generated, benefitting the companies in a big way.
Personalised e-mail marketing:
Customers like personalised experience, especially when it comes to e-mailers they receive. Sending bulk e-mails to your customers will not grab their attention, and the mailer will get lost amidst the thousands of e-mails. Hence, real estate businesses must invest time and resources in personalising their potential audiences’ experience by sharing well-drafted mails that stand out in the inbox with a catchy subject line.
The feeling of belongingness has got everyone hooked. The advent of the pandemic has forced people to socialise online and become part of communities that entertain them and engage them in meaningful experiences. Building an online community of people sharing similar interest like property investment will boost your brand image and ensure conversions.
The bottom line
The real estate sector has the potential to get back on track by the year 2022, and the power of marketing and communication can enable the development. Digital transformation for the real estate sector is still in its nascent stage, and more distinct marketing trends such as personalized Chatbots, automation and more can be expected in 2021.