The real estate market in the UAE is booming. This is why many of our clients in the real estate sector believe that the best way to get new prospects and close real estate deals is through their online portals. In this article, we are going to talk about common mistakes and misconceptions they have about digital campaigns.
Pay to play
Real estate is a high-end product to be advertised online. Selling an AED 1 million apartment requires more than 5000 AED on the advertisement. Furthermore, campaigns should keep running continuously in order to get the highest return on investment.
We recommend our clients to be prepared in advance by allocating a quarterly budget for at least 3 months starting from AED 30,000 in order to see significant results.
Evaluate leads quality
We highly recommend our clients give us feedback on how many of the provided leads are interested in buying a property in the UAE. While many real estate agents know that a lead doesn’t mean a closed deal, other brokers still believe that each lead is supposed to end up in a successful meeting.
Phone calls are not sufficient to turn a lead into a hot deal
While Phone calls, WhatsApp messages and other electronic means are convenient ways to reach out to prospects, they rarely lead to a successful deal. Many real estate brokers also give up after the first unanswered phone call. Others simply forget to call the given leads after 3 weeks. Our team helps the brokers to set up plans on calling the leads as soon as they are received to not lose the momentum. On request, our team can do such calls as well.
A CRM system is a MUST
This system could be as simple as an automated google sheet with different columns of different stages of a project.
This will not only help the marketing agency to evaluate the situation but also the brokers to follow up and decide what and when to do next. There are some free CRM systems such as Hubspot that can help brokers to keep track of their sales activities.
Online marketing is only the first step of a long process that ends up in selling a property successfully.
Make sure to have a long-term plan with measurable goals. It’s teamwork between you and the marketing agency to reach the same goal.
What do marketing agencies do?
In Dubai alone, there are more than 20,000 marketing agencies that cover different business angles.
Most agencies start with basics services such as:
- Social Media Marketing
- Social Media Management
- Campaigns Management
- Content Creation
- Video Production
As mentioned above, looking for a marketing agency isn’t the hardest part as knowing what to expect from them is the real challenge here! You need to make sure that the agency you will hire will fill in the gap and add the skills and knowledge your business needs & social media or running digital campaigns are only a few of those needs.
How to get internally prepared to choose the right agency?
First of all, you need to be clear about your objectives and what you want to achieve with the agency. Here are some scenarios:
You are looking for an agency that manages your social media account. Be specific about your budget, contract duration, how many posts you want to be published & how many followers you want to get.
In another scenario, you are looking for an agency that runs your paid campaigns. Also here, be specific on how many transactions you want to generate and what is the reasonable cost per transaction.
In short, make sure that you are specific & clear with your goals!
Who should be involved in selecting the marketing agency?
In case you work in a big company make sure to assemble a squad of 3 to 4 but not more than 8 – 10 people from the following departments:
- Marketing: to share their perspective of work
- Sales: To highlight the main selling points to focus on
- Procurement: To be aware of the finances and its costs
The squad must include decision maker/s, internal consultants to share their experience and to give opinions on the proposed agencies and informed individuals such as someone from Finance. We recommend having one person as a communication point. Highly recommended that be a marketing individual
Prepare a solid request for proposal (RFP)
For those who don’t know what RFP is, it’s a business document that shares a full detailed description of the project and solicits bids from qualified contractors to complete it.
- Preparing the RFP and opening it for biddings to marketing agencies will help you save time.
- Where agencies will have access to the well-organized RFP and offer the proposal that fits you.
- The RFP will increase the odds to choose the right agency.
- Having RFPs helps you be on the schedule
In conclusion, asking agencies for bidding on your project is the easiest part. However, choosing the right agency is the biggest challenge. It starts with knowing what you expect from the agency. You must tell the agency what your challenges are and what you would like to achieve in order to let them help you in the best way possible.
Now stores owners can list their products on Google for free
The new feature will be activated mid-October
Google free Shopping listings is free since April
The new feature is due to the financial crisis but we think of something else
Paid listings appear above the free ones.
You need Google Merchant account to put your products
Finally, the 20% rule by Facebook is history as per today! designers & paid social specialists know more than anybody else the importance of the new situation.
What does that mean for both?
Designers: More room of creativity as they can add text, shapes and logos without any worries.
Paid social specialists: This means writing products or services selling points won’t impact ads reach
But, how was it before?
Facebook insisted on keeping the visual creative with minimum text as possible whereas the overall text must be below 20%. During the early days, Facebook used to reject images that used to contain more than 75% text but later own it used to inform the campaign manager that the post will reach fewer users because of the too much text.
Users nowadays are savvy and want all ads to be clear and easy to access. Make sure that you focus on your selling points in the description and the visual. However, you seriously need to think of video content as it is the trend where you can reach more users faster, easier and more effectively.
What’s your logic?
It’s really easy to get lost in “Let’s work on our social media channels” As it gets more complex that it seems
Clear KPI’s is a must for any business growth plan, this includes social media strategy. Here are the social media goals that you need to consider:
Website traffic KPI’s:
- Sessions: Is the number of users who lands on your website, interact with the pages within 30 minutes.
- Pageview: Is the number of pages was viewed on your website
- Bounce rate: How quickly a customer bounce from your website. The lesser the percentage the better.
- Session duration: How long a user spends on your website.
Thinking of your social media channels as two ways of communicating is the way how it should be. In other words, whatever you put on your social media must generate a reaction from your audience. We can summarise it with the following KPI’s “Key Performance Indicators”
- Comments, likes, shares & mentions: If your goal is to use social media as a channel to hear more from your audience, your post must focus more on call to actions that will drive users to add their opinions. Such as,
- Direct messages: As one of the most engagement KPI’s because it most likely means that those users are more likely to buy or use your service as the reach you directly.
You need to use your social media channels to be on top of your customer’s mind. This goal can easily be evaluated by:
- Reach: How many users your update reached
- Impressions: How many impressions your post gave on user’s feed
- Frequency: How many times a user saw your ads per day.
It’s really important to have a plan in mind. Sitting your goals in simple excel sheet with the KPI’s you are planning to measure can save you & your team a lot of time and efforts.
While all begins with understanding the goal. It gets more interesting to open up the creative side to understand your prospects more. Here are 5 different ways to come up with killing social media content. But before we start here is our take away statistic.
“Users duration increased year on year from 2 hours and 15-minute daily in 2018 to 2 hours 16 minutes in 2019 according to Globalwebindex”
- Answer a question
Users have questions in mind and they are looking for answers. So, providing the answers will give you a quite good advantage among the others. Answering a question can be as simple as:
Showing your restaurant’s experience. While many users check Instagram hashtags and accounts before taking a decision to visit a place or trying a service/ product. Content such as a picture of your shop, videos of the experience or even a simple story will make the difference.
Try to be in your customer’s shoes and ask the questions they might ask, here are how to get these
- The comments, messages & mentions you get
- Google search box is a great source of ideas
- The relates ideas in the bottom of Google search page
- Attention-grabbing with statics
Numbers can grab attention and speak up loud. Make sure if your business needs numbers to convert your customers. For example, in DMB4 we make sure that we back-up our hypothesis with numbers such as the numbers of store visits, add to cart and purchases that we generated in a specific campaign.
- Your employees’ stories
It’s really important to personalize & humanise users experience once they visit your profile. Telling your employees’ stories is a great way to build this kind of relationship. This type of content works really well with tourism and hospitality businesses where customers & employees interaction is on a high-level.
Running competitions & playing games with your audiences is a great way to strengthen the relationship. These kinds of games can be a simple math problem related to your business identity, comparing between 2 pictures to find the differences. Remember there is no wrong nor right answer as long as you know your final objective act towards it and you will achieve.
- Do a repeat of something that worked well
Surely, there are more ideas to add. However, if it’s not broken don’t fix it. Once something works for you stick to it and build upon it. Of course, keep the creativity on its highest level.
Here is a template that can help make your brainstorm the ideas in an efficient way.