Marketing in the digital age is a challenge. Potential sellers and buyers interact with your agency on their terms, where and when they want. Before meeting you, they’re watching your Instagram stories. Instead of calling to ask about a listing, they’re tagging their friends and family in your Facebook ads.
At the same time, the advances responsible for these changes have also made it possible for you to engage with potential clients on these platforms, again and again. Social media and digital advertising together give you the power to create more customer touchpoints than ever before, and keep your listings and services front of mind on your terms.
Rewind… what’s a touchpoint?
Touchpoints are essentially any instances of contact between you and your potential buyers/sellers.
The old marketing adage says it takes 7, 10 or even 13 and above touchpoints to get a sale. The exact number is disputed, but one thing’s for sure: including multiple touchpoints in your marketing plan is vital to make sure potential buyers and sellers remember your name.
Buying and selling a home is a huge milestone in people’s lives. Buyers in particular leave few stones unturned in their research phase. In fact, most spend so much time researching property and all that comes with it (think home loans and financing) that there are 450 unique opportunities for you to put your brand (or a listing) right under their nose.
Touchpoints in real estate
The most obvious touchpoint is a phone call, but it takes about 18 or more dials to connect with a prospect over the phone. Lucky, there’s umpteen ways you can ‘touch’ your clients.
There’s traditional touchpoints, like signboards, online portal listings, eBrochures and email alerts, letterbox drops, and newspaper ads. Then there’s digital touchpoints, such as a Facebook ad, Instagram post, or banner ad on their favourite news site.
If they see you, your brand, or your listing, you’ve created a touchpoint with them. Collectively, touchpoints create their experience with you.
Now, we’re not suggesting you simply throw every possible form of advertising at the wall and see what sticks. Your marketing efforts must be properly aligned across all channels to create a consistent message that will bring in more enquiries. You’ve got to keep a unified, relevant message across the various channels. That’s where Spoke comes in.
How Spoke uses multi-channel marketing to ‘touch’ your audience, consistently
Spoke uses your ad copy and images to create dozens of ads for your listing, agency or agent. They’re technically different, but there’s a similar thread weaving through the messaging — so each ad is unmistakably related.
Then, it puts those ads in front of the right people — wherever they may be, on the world wide web.
But the thing is, humans have become accustomed to seeing ads. We see about 5,000 of them every single day. That’s why, when we built Spoke, we had to think outside the box and put your ads in places where they wouldn’t just be seen, they’d be noticed: on Facebook, Instagram and across the Google Display Network.
Then, Spoke shows them more, different ads across social media platforms and the websites they visit most using retargeting.
Curious about what these ads look like once they’re on those channels? Stay tuned, we’ll tell you in our next blog post.