Advertising real estate: the peculiarities of promotion
The Russian real estate market is breaking records in the number of transactions. However, according to analysts, the surge in demand for new buildings may soon go down. Therefore, developers should reconsider their marketing activities and adjust them to changes in the market. In order to make sure that real estate advertising brings a good result, it is necessary to choose the tools carefully.
An important point that directly affects the effectiveness of advertising is the selection of appropriate sites. Developers often make the mistake of focusing on the wrong characteristics of the portal. A striking example is when business publications are used to promote premium housing, although they have a narrow specialization and target audience. In this case, it will be more effective to place content on the news portal, where the coverage of users is greater. In this case, promotion in the image edition does not mean an increase in sales. The news site is visited by both low- and high-income people, which increases the chances of a sale.
Placing a banner on the main screen of the portal gives the opportunity to show several commercials. On the one hand, it allows you to place more content, but on the other hand, each of these ads gets fewer views. This factor is also worth taking into account and focusing on SOV – share of voice. The indicator helps to track the share of traffic of placed ads in the total traffic of the portal. In addition, you should take into account the turn of the banner ad – the further in the queue it is, the less effective it is.
Only the presence of the target audience should not be the deciding factor when choosing a site for advertising. There can be many such sites, but they will not be equally effective. It is necessary to focus on those portals with a high percentage of the desired target audience, while the cost of placement on them is lower than on others. This approach will allow you to distribute your budget wisely.
Internet promotion can be combined with other tools such as radio or television ads. Here, too, it is important to choose the right platform for broadcasting your commercial.
It is important that advertising and its style successfully combine with the design and content of the portal. This principle also applies to radio promotion.
Many developers pay little attention to image advertising, focusing exclusively on lead generation. In this case, in favor of the latter is that its effectiveness is easier to evaluate. However, image generation is a long-term investment, which helps not just to sell one object, but to present the developer as a reliable company that can be trusted. The ideal solution is to use two approaches, which allows you to work comprehensively to promote the brand as a whole.