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Real estate marketing ideas

Why agents need to add property microsites to their marketing strategy

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Why agents need to add property microsites to their marketing strategy

Are your listings getting the amount of attention they deserve?

You can invest a lot of time and money into their marketing but if they end up competing with other listings in the same mediums and publications, your efforts may not be fully rewarded.

To truly draw buyers’ attention to the unique features of your listing, it needs to have the spotlight firmly fixed on itself. Property microsites are exactly the kind of solution that your marketing campaign is missing.

Image: Urban Angles

Image: Urban Angles

What is a property microsite?

A property microsite is a standalone website devoted solely to the promotion of your listing. This allows you to direct buyers to a single webpage, with its own domain, where they can explore the features of your property.

Why you should use a property microsite

A simple site design has all the familiarity of an online listing but its unique domain makes the most of your marketing content. A unique property microsite can feature:

  • Map location
  • Video
  • 3D tours
  • Photography
  • Floorplans
  • Agent profile
  • Agency branding

Your listing’s media can also be extracted directly from Homely and other property portals, so there is no time wasted re-uploading assets to your microsite.

The microsite’s real benefit though comes from the ability to track data.

This microsite (see below) for 12/1 Villiers St, North Melbourne for example, received 350 unique visitors, who spent an average of two-minutes looking at the property, over the course of its marketing campaign.

property microsite.png

This is valuable information for agents because they can see objective results from their marketing efforts. All the while, the agent, and the agency’s brand remain a prominent feature of the listing.

Your property microsite in action

Another key advantage of a microsite is that it’s incredibly easy to send traffic there. A simple email campaign to your existing database can link to your listing’s microsite or it can be shared directly via your social media channels. Offline, your custom domain name will make it easier for buyers to remember when they choose to visit the microsite.

For prestige properties or those with a higher marketing budget, a targeted digital campaign is extremely effective for driving your preferred buyer demographics directly to view your listing.

When buyers arrive at your microsite, they're immediately presented with all the property’s essential details and enquiry form. And if they are foreign buyers, they can choose their native language from the dropdown list at the top of the page.     

Once buyers submit an enquiry, you're immediately notified. You have all their details and can follow up to make that winning sales pitch.

Maximise the sales potential of your listing

When your listing is competing for attention across multiple channels, it may receive 1000 glances. But what percentage of those people are engaged with what they see?

Attention is a fleeting thing, but if you can direct qualified buyers’ attention to focus on your listing alone, the amount of genuine interest could skyrocket.

The more interest you have, the better potential you have of receiving a premium price for your listing.

Visit Urban Angles for more information or a free property microsite demo.

For more real estate advertising tips check out these property marketing must-haves, how to sell million dollar properties and extravagant inspections: creative marketing ideas.

Company bio:

Urban Angles are property marketing specialists providing residential and commercial photography, floorplans, video, web programming, 3D visualisation & design.

Their creative edge, advanced digital technology and superior image quality attracts buyers and gets sales results. Urban Angles are commissioned by Australia’s leading property groups, agents and builders.

Disclaimer: The information provided is a general guide only. Homely has no association or interest in the organisation or their affiliates mentioned above.

About homely.com.au:

Homely.com.au is a new way to search for Forest Lake real estate for sale and properties for rent in Brisbane.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about.

Don't forget to download our iPhone app!

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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Extravagant inspections: 4 creative marketing ideas

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Extravagant inspections: 4 creative marketing ideas

All over the country agents are upping the ante by hosting open for inspection events to promote and sell luxury listings.

From a Cirque du Soleil themed soiree in Forde, a Gatsby themed pool party in Griffith and a designer converted church with harpist, heavenly nibbles and free flowing champagne in Paddington (pictured below), agents are going all out to make their inspections more extravagant to appeal to big ticket buyers.

Images: Black Diamondz Property Concierge,  265 Oxford Street, Paddington, QLD

Images: Black Diamondz Property Concierge, 265 Oxford Street, Paddington, QLD

Out of the box marketing ideas such as these can be a great way to promote not only luxury homes, but all types of properties to engage with and capture the interest of a whole new audience of clients.

While showy events may not be every agent’s cup of tea and are not always within the marketing budget, here are four ideas guaranteed to draw a crowd and get people talking about your open house and business.

Grand final BBQ open

Let’s face it Aussies are suckers for sport and a free snag. So why not try scheduling an open during the AFL or NRL grand finals or other big sporting events. You’ll be surprised by how many people will drop by at half time for a squiz and a chat about the game (and real estate!). Bill the open as a grand final party and invite attendees to don their footy club clobber and colours. If anything, the footy gear will provide a good talking point to break the ice.

Fire up the barbie to delight potential buyers with a complimentary sausage and to exhibit just how good the large patio area is for home entertaining. The smell alone will beckon passers-by and neighbours inside for a look. This idea also works especially well if your listing has a man cave or cinema room with incredible surround sound that you want to showcase to buyers, by broadcasting all the thrills and spills of the big game.

Carnival themed garden party

This is a great idea for a family geared property with a big back yard and during school holidays, when mums and dads are stuck for entertainment ideas. Think free face painting, show bags, snow cones, fairy floss and even a kid-friendly Ferris wheel if space allows.

Create buzz around your carnival open house with a promoted Facebook event and letterbox drop, this way you’ll get to network with other locals on the day who may be thinking of selling too. Even if they don’t come along, they’ll be impressed by the creative lengths you go to for the sake of marketing your clients’ homes.

Don’t forget to share photos of the event on your website and professional social media pages so future clients can also get a glimpse of your innovative approach to hosting inspections.

Invite-only cocktail evening

Send out party invitations to hot leads that have registered their interest in the home and qualified clients from your database for an exclusive viewing. Twilight cocktail parties are ideal if your listing has pretty city or harbour views or exterior lighting that looks its best at night time. It’s also useful for attracting buyers that can’t typically make daytime inspections.

Roll out the red carpet and go the whole nine fancy yards with a string quartet, canapes, waiters and champagne on arrival. Make your VIP clients feel like celebs with red carpet photography, a photo booth and promote a special Instagram hashtag for the event on the night.

By hosting elaborate and exclusive VIP viewings you’ll become known as the go-to agent in your suburb for selling luxury property. You’ve got to spend money to make money, right!

Play up the style

Draw attention to what makes your listing unique by using the interior decor or architectural style of the home as a cue for your open house event theming. For example, if the home has a Spanish flavour why not host a lunchtime viewing with a delicious tapas self-serve platter on offer. For an Art Deco property you could go for a Great Gatsby roaring 20s poolside theme, as did Canberra agent Holly Komorowski in the marketing of the Griffith property below.

Image: @hkrea, 44 Frome Street, Griffith, ACT

Image: @hkrea, 44 Frome Street, Griffith, ACT

For a French Provincial beauty serve up macaroons, brie and crackers, croissants and coffee while playing French music over the sound system to create a magnifique atmosphere for a weekend brunchtime viewing. Go that fun and extravagant Francophile step further by hiring a crepe chef, mime and caricaturist.

If you’re worried about your listing getting lost amongst the competition try hosting an open house event for a change. Think about what specific features make the property unique and develop an inspection theme and time from there.

See also: Six essentials to sell a multi-million dollar property and easy ways to draw more traffic to your inspections.

Happy selling!

The Homely.com.au Team

About homely.com.au:

Homely.com.au is a new way to search for Fairfield real estate for sale and properties to rent in Brisbane. With over 340K listings and 500K local reviews and insights, homely.com.au is a faster and easier way to search for property to buy and rent in Australia.

Check out our Suburb Reviews and Questions pages to see what everyone is talking about.

Don't forget to download our iPhone app!

We'd like to hear from you!

If you enjoyed this blog leave a comment below and share it with your friends. Please respect the public forum and refrain from posting any expletives or hateful comments as they will be removed. We're always on the look out for guest bloggers and would like to receive your feedback, so feel free to get in touch at marketing@homely.com.au.

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