How to promote real estate using internet marketing tools: Big Data, SMM, SEO

Having barely recovered from the pandemic, representatives of the real estate business faced new difficulties in 2022: an increase in mortgage rates, a decrease in the solvency of the population, in cities with a population of over a million - the prevalence of supply over demand. In the era of turbulence, people do not set long-term goals for themselves, do not make large investments - they wait and watch what is happening.

Developers reacted to the changes: there were programs for buying a home, while the owners began to make discounts. Sellers were forced to focus on buyers, it became necessary to build a "point" strategy that would take into account the interest and needs of a particular buyer. Aggressive sales strategies faded into the background.

big data. Big Data is an array of information that is sorted and analyzed using a series of predefined algorithms, while obtaining clear audience behavior patterns and patterns. Big Data is also used in marketing, although some experts even believe that “big data” can practically replace marketing research. The real estate market is no exception: companies collect massive amounts of information about customers in order to more accurately build a portrait of the target audience, identify its behavior patterns and use the knowledge gained in promotion. For example, age, gender, position, income of people who were interested in buying an apartment. With the help of this technology, the needs of the audience are revealed, which are relevant both today and in a few years.

So, for example, Wunder Digital experts suggested to Namuna Development developer in Uzbekistan to use Big Data tools in promotion. The audience, which would be interested in buying an apartment in a premium-class residential area, was searched using the data of the Beeline mobile operator. As a result, over the year of cooperation, KPI for the developer's leads was exceeded by 411%, the share of calls from digital channels increased by 25.4%, and the share of visitors from digital channels increased by 28%.

SEO promotion. According to research by Nielsen, 92% of homebuyers use search engines to explore offers. This means that developers and agencies will have to deal with high competition and spend large budgets on website optimization.

With the help of SEO promotion, sales funnels in the real estate market are optimized. According to statistics, the most clickable positions are the first three lines: as a rule, the majority of clicks fall on the first place, about 30% - on the second place and no more than 10% - on the third. Marketers are fighting, if not for the first three places - after all, these positions are occupied by the most authoritative resources, then for the top 10 in search results in order to get as much organic traffic to the site as possible.

Targeted advertising. According to Yandex research, the time from the start of a search to the first conversion — whether it's a phone call or filling out an application on the site — is 60 days.

In order for a person to become stronger in the desire to purchase real estate and start searching for relevant offers, marketers use targeted advertising. This tool helps at that stage of the funnel, when a person does not yet understand what offers are on the market, but already knows about his need. With the help of targeted advertising, the idea that the company wants to convey to the target audience is addressed to a specific segment with specific characteristics - gender, age, place of residence, favorite places.

So, for example, one of the developers in Kazakhstan planned to sell 30 apartments in 2 months through targeted advertising. Wunder Digital specialists decided to work not only with a warm audience, but also with a cold one. Campaigns were set up according to interests — real estate, apartment, mortgage. Thanks to the right settings, we managed to achieve a high level of conversions and sell 32 apartments in 2 months!

Contextual advertising. The choice of premises for an office or the choice of an apartment is a decision that is made with the expectation of many years to come. Therefore, when a user is looking for an apartment or other premises, he is interested in an offer with specific parameters - location, area size, infrastructure. Contextual advertising copes with such clear requests.

After leaving Google Ads, most advertisers turned to Yandex.Direct to set up contextual advertising, which led to an increase in CPC. Only this increase was not as significant as marketers expected, and the tool did not lose popularity. Contextual advertising is one of the most effective promotion tools. The company receives “warm” applications, as users themselves are interested in a product or service, drive the corresponding request into the search engine, follow the link from the issue and get to the site.

For example, working with the developer Mirabad Avenue, we increased conversions to the site with the help of contextual advertising and, as a result, increased sales. After that, the Wunder Digital team added Yandex.Search and Yandex.YAN to the list of promotion tools in order to diversify advertising channels for different audience segments. This allowed us to increase the number of conversions on the site by 6.5 times, and the number of calls from the site by 5 times.

Contextual advertising also allows you to target an ad to the desired audience segment and do remarketing, that is, re-show an ad to those who have already been interested in the company's services, but have not yet completed the targeted action.

SMM promotion. According to the results of a study by Petersburg Real Estate, millennials prefer to study brand pages on social networks before contacting developers. They perceive social networks as a way to quickly get an answer to a question and assess how customer-oriented the company is - whether it maintains a page, communicates with customers, and whether it takes customer requests seriously.

With the help of social networks, they achieve customer loyalty through constant interaction with them. They often use an informal tone of voice, which helps to generate a greater percentage of trust among customers. Here you can also constantly maintain communication with the audience and study it in more detail - the interests of people, employment, living standards and other aspects.

Advertising on ad aggregator sites. According to Similarweb, the CIAN aggregator has become one of the ten most visited real estate sites worldwide, reaching 1 million unique users per day.

Aggregators are a platform for placing ads for buying or renting real estate. And it is also a suitable option for promoting real estate in search engines. A number of "giant" aggregators occupy the first lines in the search results and are able to solve the user's problem. In this case, the user is unlikely to look for other options. Therefore, it is worth posting ads for the sale or rent of real estate on such aggregators.

Now it is clear that real estate prices are declining, and competition between developers is intensifying. Because of this, it is necessary to change promotion strategies, adapt them to new realities and create less aggressive advertising campaigns that take into account the needs of a particular buyer.