30th September 2020 / Sarah Lowry: Marketing Your Home: Tips, Tools and Technology

Transactions in the real estate industry have changed dramatically over the years, as the investment and implementation of technology rapidly increases. Conditions under the COVID-19 pandemic have further pushed agents and agencies to think outside the square, as the landscape constantly changes around us.

Consider Your Marketing Spend

Whilst it is understandable to lean towards a conservative spend for your marketing at the moment, the old adage "you can't sell a secret" rings true. The best prices are achieved where the greatest level of interest has been attracted, and a healthy level of competition has been subsequently generated. Investing in marketing allows you to reach a greater pool of potential buyers, which can then be whittled down to a smaller group who are interested in YOUR home. A robust marketing schedule should have a strong digital component; however don't underestimate the importance of print in reaching passive buyers, i.e. those who are not actively looking, but your property peaks their interest. We have observed that one reaction to the pandemic is that buyers are more open to consider their options when it comes to where they live, whether that be moving their retirement plan forward, or considering a possible tree or sea change. Your marketing investment should aim to capture the maximum number of potential buyers of your home!

Property Videos and 3D Virtual Tours

Both major real estate internet portals report a dramatic increase in levels of user engagement for both video tours and 3D virtual tours. Providing a fully immersive property inspection experience, the technology allows potential buyers to feel what it's really like to live at a property, all from the comfort of their own home. Ensure at least one (if not both) of these options are on your marketing schedule, to increase engagement for your property and to continue to foster/facilitate interest in the event of any further restrictions.

Digital and Social Strategy

It's a no brainer that digital and social media is an incredibly important aspect of any marketing campaign. As most people spend over 20 hours per week online and on social media, a comprehensive digital strategy is one of the best ways to reach them. Fletchers utilises the most powerful marketing platforms on the planet, Google and Facebook, via our specialist product AIM (Advanced Internet Marketing). This allows us to promote your property by showing ads to more people in the right areas and re-showing ads to people who clicked on your property previously.

Online Auctions

The Fletchers Group quickly jumped on board when auction streaming and online bidding became the new normal in the first lockdown, with on-site auctions banned in Victoria due to COVID-19. When Stage 4 restrictions came into force, we were successfully able to move back to the platform with ease. In fact, we have even auctioned properties completely remotely, with auctioneers calling auctions from their own homes! Both vendors and buyers have shown a willingness and ability to embrace this new normal. It provides its own positive aspects, including vendors also having the flexibility to view their own auction remotely, and bidders participating in the comfort of their homes and in an environment that is potentially less intimidating, placing their bids either verbally or via text. Finally, contracts are able to be signed and exchanged completely digitally and remotely.