The 2021 National Association of Realtors (NAR) Buyer and Seller Generational Trends Report offers valuable statistics to give realtors a good idea about the state of the real estate market right now and ongoing for the first half of 2022.
So what are the best real estate marketing strategies to reach these population segments in 2022? In the following, we look at five mainstream tips that will help you plan a cohesive strategy for the first six months of 2022.
SEO (search engine optimization) is an essential strategy for reaching new home buyers online in 2022. The 2021 NAR Home Buyer and Seller Generational Trends revealed that 97% of all homebuyers search online for properties and information about the home buying process.
It is also imperative to note that 51% of all homebuyers find their properties online, while only 28% find homes directly with a real estate agent.
If your real estate website lacks on-page and off-page (links) SEO, it is time to hire an agency or an in-house SEO consultant to refine your content and address all technical SEO issues.
Your website must be responsive (to display flawlessly on desktop PCs and smart devices, including smartphones and tablets) and enriched with stunning imagery. All the texts on your website must be compelling and describe the listed properties, their neighborhoods, and other advantages they may offer for new home buyers.
If you don't have a solid social media presence on all relevant networks for consumers (Facebook, Instagram, Twitter, Snapchat, etc.), you are already missing out.
Real estate agents and companies tend to underutilize social media as a marketing medium, missing out on considerable advantages and customer outreach opportunities.
Here are all the reasons you should consider integrating social media into your marketing arsenal, or if you already use it, ramp up your efforts:
When used right, creatively, and engaging, social media is a channel for branding and qualified leads.
You could use many channels for targeted online real estate ads to reach new home buyers in 2022, but Facebook Ads and Google Ads remain the most effective.
Both Facebook and Google allow you to refine your targeted demographics based on age, location, interests, and other criteria. In addition, both platforms run pay-per-click (PPC) ads. Still, while Facebook works better for retailers in beauty and fashion, Google is recommended for higher-value sales (homes, cars, luxury furniture, etc.).
New home buyers are usually first-timers. Therefore, they know very little about mortgages, taxes, financing, legislation, appraisals, home inspection musts and red flags, what to look for during the home buying process, and what issues arise for new homeowners.
Many new home buyers in 2022 are likely young Millenials, and they probably don't even know where to begin the home buying process, although they will be savvy enough to find most of the information online. Unfortunately, however, information on the internet is scattered on various websites, and its flow is hard to follow.
Hosting a webinar or live event (Q&A) on Facebook, Twitter, and other networks allows you to educate potential buyers - you want to be the "go-to" expert when people want to know more about everything real estate. This is how you establish yourself and your real estate agency as an invaluable resource they can trust when ready to purchase a new home.
Traditional billboards, radio and TV advertising, brochures, cold calling, and MLS® listings are still valuable information resources for new home buyers in 2022. People searching to buy a home in a particular city are very likely to pay attention to traditional media.
Consider integrating conventional media into your marketing strategy for 2022 to cover all your bases. Per NAR's 2021 Home Buyers and Sellers Generational Trends Report, print newspaper ads, billboards, television, and Wholesale 18x24 Custom Yard Signs still work to generate qualified leads.
In conclusion, a solid online and traditional marketing strategy will help you reach more new home buyers in 2022.