Over the last few decades, marketing has undergone drastic transformations thanks to the massive growth of the internet in our day-to-day lives. The challenge for marketers in all areas of marketing is to find their customers on multiple devices using social, physical, and e-commerce media. This up-to-date interaction between consumer and brand on apps and websites has changed the way marketers need to approach this industry. We spoke to various individuals in the field in order to better understand what new trends have been developing due to the internet and what they advise to do to adapt.
Michael Rivero of TopShotPro believes that during the emergence of the internet, things like video and email became essential for real estate marketing. While newer agents are hopping on the trends, older ones may need to look past their more antiquated views of how to market real estate. While the industry has been slow to catch up due to a resistance to change, the past two years have shows agents that change is necessary to succeed.
For Joel Kaplan from MK3 Creative, he has seen a massive shift in storytelling and video. 10 years ago, video was a questionable pipeline to get information out there, but today it has become the main source of consumer information. “What we’re finding,” Joel says, “Even though we’re doing maybe a longer video, people are always asking us for cut downs for social media.” While storytelling remains at the forefront of video, a new challenge has been creating multiple smaller cuts of larger videos while retaining that consumer interest.
Lindsay Randazzo from Innovative Systems says to not sleep on direct mail even in the more digital age. Direct mail is physical and harder for a consumer to ignore than a simple email. Nowadays, trends have begun forming where consumers can even interact with the physical postcard in a digital way through QR codes leading directly to websites. “Having that interaction is something that you don’t always get from email; you don’t always get from a website.” You need to use a variety of medians to get your message out there!
Frank Demming of Local Business Marketing Solutions uses Google to highlight the differences from the past trends to today. Whether you do a Google search on your phone, desktop, or Alexa, you are likely to get different results from each. You need to be optimized for all possibilities. “It’s very important to understand the power of what I call omnichannel.” Find your audience and make sure you are present wherever your customer needs you.
