Listening is part of the process of learning. In real estate development, traditionally, builders and marketing firms have projected what the demographics and psychographics of a target market would be based on past experiences in that location and based on the mix of units (size, floor plan type, price projections, style, finishes, etc.). It is amazing how many new tools are out there that can act as a real-time focus group!
New media, geotagging and mobile technology allow us to gain valuable, specific and increasingly relevant insight into the interests of a particular neighborhood geography and its demographic. By listening to our fans and followers and paying close attention to their interests and concerns, we are able to provide valuable content, build trust and potentially overcome objections.
How to actively listen through New Media:
- Research by analyzing the analytics of a pre-launch campaign. Note what cities are most interested in your community and what VR videos, floor plans and price ranges received the highest number of hits or had the longest viewing time.
- Google search your development name and see what bloggers, micro-bloggers and Yelpers are saying about your product and neighborhood.
- Review who has listed your Twitter community and what/who else is on their list.
- Review your community Facebook fans and see what other fan pages they have listed.
- Create a blog and pose questions to your readers or approach a popular blogger to write about a particular subject that may help you gain valuable market insight.
- Create a Gravatar, and when appropriate pose a question related to the hosts topic (i.e. Architectural style, Specific neighborhood…)
- Post an open ended question on sites like Trulia or ActiveRain to gain Broker opinion. (i.e. What size space are your buyers looking for in X neighborhood)
- Listen to feedback via mobile geosocial sites like Gowalla, Foursquare, Blockchalk, Yelp and Groundmap. Users can not only check-in via mobile and notify others through a tweet or Facebook message, but they also have the capability of leaving a review, recommendation or quick note about the place visited. Ideal for Broker tours, open houses, homeowner testimonials and unique new home events, right?
6 Degrees Group New Media for New Home Real Estate Developments, Leasing Communities, Resort Properties & Hospitality
Tags: 6 Degrees, 6 Degrees Group, analytics, BlockChalk, Focus Group, Foursquare, geosocial, Gowalla, Groundmap, Marketing Strategy, Mobile Applications, Mobile Technology, New Home Developments, New Media, psychographics, Real Estate Marketing, Six Degrees, Six Degrees Group, Target Market, Twitter, Yelp
