Real Estate Marketing – The Creative Automation Guideline

Wondering if your real estate marketing strategy is keeping pace? In need of some new property marketing ideas? Time to align your real estate marketing plan. Read on to catch up on recent trends and the accompanying real estate marketing strategies to jumpstart your future real estate marketing services.

2020 circumstances ushered in the “Zoom Era” for real estate professionals everywhere. Lockdowns and restrictions on personal interactions made it difficult to engage in 1-1 house tours, urging smart real estate professionals looked into different options to connect with potential buyers and sellers.

From real estate flyers to social advertising. Offline, online, and even hybrid – the quest for property eyeballing is won by the ones who know how to communicate what at the right time on the right channel.

Further down this page, we’ll cover:
  • The 2021 state of play in the US – the land of plenty (real estate) opportunities
  • The 2021 state of play in Europe – different geographies, similar trends
  • Top real estate marketing trends for 2021 for online, social and print
  • FREE Business report – real estate marketing frontrunners show you how it’s done and let you in on the tricks of their trade

The 2021 state of play in the US – the land of plenty (real estate) opportunities

In 2020, sales of existing homes hit a 14-year high – with no signs of slowing down in 2021.

The driving factors? Low interest rates on mortgage loans and people upgrading their homes to house their new home office environment.

New home sales are soaring to their highest levels in over a decade, with housing prices increasingly rising, according to Global Property Guide. Homes now sell within three days on average, and there is lots of competition among buyers.

Getting seller information to the buyers quickly and on brand is imperative in any real estate marketing plan.

The 2021 state of play in Europe – different geographies, similar trends

The European real estate market felt the impact of pandemic-induced lockdowns and subsequent restrictions in 1-1 personal house showings and building tours. In general, PWC expects a decline in the more traditional sectors like retail, office, hotel, and leisure.

Overall, PWC also expects residential real estate to remain pretty stable, due to shifting demographics with **families seeking refuge in the countryside and pensioners moving to the city for easy access to stores. **

In terms of business investments, PWC predicts an increased demand for other alternative sectors such as data centers, life sciences, healthcare, energy and communication infrastructure, as well as a continued appeal of industrial properties and logistics.

Reaching potential buyers and sellers with the right message, at the right time, on the right channel will be critical.

Top real estate marketing trends for 2021 for online, social and print

With in-person showings and broker relationships minimized or on hold, real estate marketing needed to get creative faster to keep the personal connection with potential buyers and sellers going.

How can realtors share their properties and opportunities in a fast, trustworthy, and cost-effective way? By tying in their real estate software with smart property marketing ideas.

Check out the three main trends for 2021:

1. Get more out of your online presence

Real estate agents use content marketing as to tool for growing their business online. Good content drives traffic to websites and social media channels, and the right traffic converts into important real estate leads.

CoStar is a shining example of moving fast and accurately on their digital channels. Informative blog posts, single property websites, and online newsletters are the types of content that realtors typically use to launch or boost their presence. This type of content works as part of a digital strategy, and also makes good content for use in social channels.

Creating that content takes up resources, though, and might be time-consuming. Creative automation can help with that. Just consider a web-to-print software that lets users create beautiful, custom real estate farming postcards in a matter of minutes. Like the one HomeVisit offers its customers.

Property information is dynamically filled in from your local database and automatically filled into the template wherever the property address appears. Details like agent name, phone, email, website, office address, office phone, headshot, and logo are also pulled from your database and filled into the template wherever the items may appear.

Users get a fast, easy way to upload property photos and have them automatically centered and proportioned on the real estate farming postcard. They can customize the text and add change layouts to allow more or fewer photos and text based on the home they are promoting.

Even users without any design skills can quickly and easily create real estate postcards with deep colors, sharp details, and luxurious paper stock marketing needs to stand out.

2. Establish a real (estate) social connection

Realtors are increasingly using social media as their preferred way to connect, engage, and inform potential homebuyers. Having this strong social presence nurtures sales pipelines and engages potential buyers.

The most successful social media platforms for real estate are Facebook and Instagram. These networks make it easy to share listings and posts, create events for open houses, present live house tours, and so much more.
Real estate marketing software offers a platform that automates the design and production of property marketing collateral. Agicom and ISIPRINT wanted to transform how agencies connected with buyers and tenants in the French real estate market. They are print experts who wanted to bring the same branding, speed, and consistency result from their print efficiency into the digital space so their clients could embrace social media's reach and value.

We leveraged the flexibility and equity we knew CHILI publisher provided for the print work into a digital and social setting.

— Nicolas Benzoni

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Using the CHILI publish API, they developed a connection with Opinion System, an independent French online system that provides agencies with an objective endorsement of the information. They also created an API connection with the social media channels of choice. These integrations ensure the information would get online fast, correctly, and objectively validated.

How did AGICOM get 1300 agencies all over France to create local social media ads?

And get them to tick all the branding boxes with only 100 templates? Only one way to find out. Click here for the full story.

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3. Printed direct mail - your new GDPR-compliant data friend

Real estate direct mail has been a mainstay in real estate marketing. From open house invitations to real estate farming postcards, print continues to play a key role – if it's the right kind of print.

We know personalized targeted mailings engage buyers and sellers and lead them to take the desired action. But do you know what you can do if you add smart data to the mix?

Let’s have a look at the UK, where the real estate opportunity is somewhat uneven. While demand is high, there are not enough houses on the market, driving up prices. Making it harder for younger generations to buy a house.

Precision Marketing developed geodemographic profiling to solve this challenge. It lets you target a prospect based on the criteria of where they live. For example, you can invite prospects to take a virtual tour of a new development near where they live -- and which you know they can afford because you have access to the current rents rates in their street.

This geodemographic data is then blown into a CHILI publish Smart Template that automatically generates many different visuals. Each has a unique QR code that the recipient can access from their phone. As soon as they scan the code, they’re taken from the print onto a digital tour and hopefully enroll in the GDPR-compliant buyer journey.

The Precision platform turns market insights into actionable data that is then used to create variable content and graphics. 

The doorstep proved to be the next door opener.

— Gary Howard

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Want in on creative automation for your real estate marketing tackle?

Get in touch and we’ll show you how.

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