A mini-checklist adapted from the Adfenix whitepaper: “The 2021 Digital Marketing Benchmark Report for Real Estate”
Be a digital-first champion
▢ Photos are ultra high-res and can be zoomed in even at full screen.
▢ Website conforms to high usability standards including Google’s PageSpeed Insights, and content and usability recommendations
▢ As much user data as possible is captured and integrated to the fullest relevant extent with other marketing operations.
▢ Photos on the whole attempt to tap in to buyer thought processes and emotions.
Generate Demand
▢ The main social media platforms are used continuously to target and engage prospects and customers via a range of ads, real-life activities and events.
▢ Demand generation efforts include various different media and integrate all relevant channels and available touchpoints.
▢ Data-driven targeting is used to the fullest extent available, ideally combining both proprietary and third-party data.
▢ As much user data as possible is captured and integrated to the fullest relevant extent with other marketing operations.
Owning the Customer Journey Persistently
▢ Prospects are routinely targeted early (prior to buyer intent becoming explicit) so as to own the full journey from before until after a prospect becomes a customer.
▢ Focus is placed not just on transactions but on lifestage and lifestyle interactions (triggers) with prospects and customers.
▢ Marketing automation is used to enable effective customer journey ownership that scales up with other marketing activities.
