Digital marketing grows and expands continuously, with new tools and technologies emerging on the market. For a professional, this means both an opportunity to test, optimise and improve their activity, as well as a very critical and pragmatic approach to what is and what’s not worth their time.
Working as a digital marketer in real estate often means combining all sorts of management and content creation tools in order to best position the company and its assets. Given that the audience you are targeting is mostly made of millennials and Gen Z’s, creativity and a digital-first approach come first.
There are many tools that can come to rescue to help you work more efficiently and drive results. Following is a list of recommendations put together by our own marketing & communications team:
1. HubSpot – HubSpot is a great tool for managing many aspects of your digital marketing campaigns. It’s especially useful if you want to manage social media content and planning, run email marketing campaigns, create landing pages, forms and pop-ups, and its analytics makes it easy to monitor your results.
2. Loomly / Planable – for content scheduling, these work great. Furthermore, Planable now allows you to schedule Instagram stories! How cool is that?
3. ActiveCampaign – this is another tool that’s very good at managing emails and contacts and monitoring your email marketing campaigns.
4. Hotjar – implementing Hotjar gives you a very good understanding of how people use your website and where they spend the most time. This helps you improve or adjust segments and information in order to achieve your KPIs.
5. Loom – Loom is a very good tool for recording your screen and camera and to share the videos as links. We recommend it or other screen recording tools – such as Vidyard or Mac’s native QuickTime Player, to create appealing content showcasing your spaces.
6. Google Analytics (4) – an essential monitoring tool for everyone who has a website. Tracking results is one of the key activities in digital marketing. Google has announced the launch of Google Analytics 4, which comes with some new features: collection of both website and app data, privacy controls, direct integrations to media platforms. Here’s how to get started with GA 4.
7. ChatGPT – you cannot work in marketing and not know about this new kid on the block. ChatGPT is a great tool to use when you need a boost in creativity. You need to know how to write a good prompt and what questions to ask in order to provide you with good results.
8. Yoast SEO – this WordPress plug-in is an excellent resource for SEO optimisations, allowing you, among other things, to add meta descriptions and meta titles.
9. Ahrefs – another great tool for SEO, more complex that Yoast SEO. With Ahrefs you can audit your website, find keywords, get new content ideas and more.
10. Typeform – if you’re looking to run a survey (which can turn into great marketing material), we’re recommending Typeform for its easy configuration and question logic.
11. WordTune – we absolutely love it! It’s an AI-powered copywriting tool that rephrases, expands, compresses and rewrites your text in different tones. You can install it as a Google Chrome Extension, and it even has a free plan.
12. Grammarly – another very good tool for copywriting, to make sure especially that your spelling and grammar are perfect. A similar recommendation is Hemingway, a tool that’s also useful for content writing and for simplifying your phrases.
What about visual content creation?
Real estate is a very visual industry, with looks and amenities being a very important selling point for occupiers. As a digital marketeer, you have to make the best of your spaces’ design and specs to engage, attract and qualify the best leads for the leasing team.
There are many tools to use and we especially recommend Canva for Business and Adobe Photoshop, both of them having included AI-powered features.
But there’s more!
To complement the usual presentation materials used until now – videos, photos, renderings, or to even upgrade the website, come 3D digital twins and Custom 3D Space Plans.
Having your building mapped in 3D, with your own branding, brings a plethora of benefits for digital marketers.
Here are a few ideas on how you can use Bright Spaces in your marketing campaigns:
1. replace your website with a new one built with sales in mind. Bright Spaces can provide you only with the digital replica of the space but also with a whole new, cool-looking website that includes the 3D digital tour, as well as all the details tenants need to make a faster decision
2. create your own promotional materials, fast and at a very high quality by recording short videos of the virtual tour.
3. make your communication stand out with videos, gifs, and images associated with your 3D digital twins across channels
4. if you have a blog, you can create brand new content around digital twins, educating the market on their role and driving traffic to your platform
Last but not least, there are 3 major benefits you’ll have when using digital twins in your campaigns as a digital marketer in real estate:
1. reduce costs, as you don’t have to continuously print new promotional materials or work with an agency to create your content
2. position your company as an innovation-first real estate player, for which digitalisation is in their DNA
3. you’re contributing to achieving ESG goals, as less printed materials lead to a lower carbon footprint