6 Degrees GroupNew Media for Real Estate Communities & Hospitality

Creating a Winning Strategy

Once you’ve selected the right channels for your target audience and have goals in mind, it is time to begin planning a strategy.

Research is showing a shift from traditional media to non-traditional methods.  Mediaweek recently polled agencies and 62.5 percent of respondents predicted their customers were either very likely or somewhat likely to fit digital or advanced advertising into their media plans. Reason?  Consumers are empowered. Their purchasing power means something in today’s market. They want access to knowledge, prior to making decisions. And why not? Let’s face it, to consumers the lenders, realtors and builders/developers still wear the face of sub-prime. Bottom line – trust needs to be earned.

The internet has altered the rules of engagement.  Social Media is a prime example of this shift. You have the ability to humanize your brand and have a direct relationship with your customer.  This is an opportunity for you to maximize your brand awareness and create value added content to your campaign that cannot fit into a tile, banner or 3×5 column print ad. Social Media gives you a chance to expand upon your website content with real-life, real-time amenities, features and events that your community/neighborhood offers through the voice of peers.  Be transparent and authentic. By listening to your consumers, you also have the ability to create a stronger brand, foster loyalty and gain third party endorsements.

So what is your strategy?

First and foremost, the most successful strategies will be relationship based. Get to know your consumer. What drives them to your property versus a competitors? What is unique about your brand? What is unique about your community? What do you offer beyond your building and brochure?  Your best features? Your biggest objections? Express yourself. Tell your story.

People buy from people they like, but they also want value in what they are getting. Allow consumers to get to know the people behind your brand.  Consumers are weary of salespeople and often forget that there is a human side and human story behind every business and brand. An insight into your world can eliminate fear and open the door to connecting personally with your target audience. The creation of quality content is equally as important. Add value to your marketing strategy by expanding knowledge beyond your community alone.  Provide readers links to articles, event announcements and videos outside of your direct brand.

It used to be that people learned about your community from a) advertisements b) word of mouth and c) press reviews. Social media has elements of all of these and it is changing how we learn about products and how we get our news. At 6, we consistently hear breaking news stories from Twitter before they ever have a chance to hit the internet, television or papers. Consumers are generating content and spreading the word too.  Give them something to talk about and they will eagerly spread your message.

We often are asked what should my content formula be? This is referring to the amount of personal content you should incorporate into your strategy versus the amount of business or promotional content you should share. Our answer – it depends. You cannot simply apply one strategy to all brands and all audiences. If you are a sole-proprietor or independent consultant marketing your service (such as a real estate broker) your strategy should most certainly be heavier on the relationship and personal nature of your business. If you are a group of professionals behind a brand that offers content and knowledge driven expertise on a particular subject (Mashable), your strategy will be heavier on educational tools, business articles, videos and links. Your audience doesn’t care how great the food is at a particular pub in Scotland, they are there to gain knowledge and benefit from your insights. Understanding the theory behind an 80/20 or 90/10 or 70/30 formula is what really matters. Social media is a relationship driven marketing strategy. You don’t want to be friends with someone that is always talking about themselves, do you?

When marketing a boutique hotel, real estate development or leasing community, we recommend building the content basic ABC’s. Introduce yourself and let them know who you are first.  Next, begin adding valuable content information to expand your brand. Are you a green building? What elements make you green? Do you have a retail or restaurant component of your property? Is there historical significance to your location or building? Do you have an event coming up? This may include: community events, press articles, testimonial videos, photo content, etc…  Once you have added the basics, you can begin building relationships, interacting and offering engaging specials, promotions and surveys, depending on your goals. In providing community resources and interesting links that appeal to your consumer, it becomes less about you and more about them.

Think of yourself as the building concierge. You are the first face they see and a source for an introduction. Yes, you can report back on the number and mix of rooms, quote price ranges and communicate the exact time the pool closes. BUT you also know the best Italian restaurant in the neighborhood with the most comprehensive wine list and where to get the smoothest espresso in town. You cannot provide value added content like this in a flat ad, but you can with social media.

Strategy Summary:

• Build Purposeful Relationships and Trust
• Get to Know your Audience
• Tell your Story
• Foster Advocacy and Endorsements
• Humanize your Brand
• Create Value Added Content
• Give them Something to Talk About
• Demonstrate Authenticity and Transparency
• Build your ABC’s
• Listen and Engage

6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality