Influencing and Real Estate Marketing

Real estate marketing trends are wild. It's hard to know where to invest the most time and money as an agent, mortgage broker, or other industry professional. Should you be buying ad space on Pandora or Spotify, local newspapers or Nextdoor? Hire some teens to create a savvy Tik Tok presence for your organization? 

Luckily (well, for most people), the best way to increase business is using the old-fashioned referral. But how you obtain that referral is more than just a handshake agreement these days. Whether you're actively soliciting via Google reviews, Zillow rating, or some other tactic, gaining business is a business in and of itself.

The Business of Real Estate Marketing

Same as it ever was? Not quite. 

In order to get those hard-won referrals, you need to stick out in someone's mind. Customers need to connect you to a purpose to make that business connection in their brain, and then out of their mouths (or fingers, in the case of a written referral) in the form of a recommendation. To help keep you top of mind for them, having something physical and tactile helps. This is why we recommend custom Flashpads for users. 

In the example to the side, our custom products are holding USB drives of information for customers. But these products can be used for a variety of things. Gift cards, house keys, whatever memento is appropriate for your industry and their needs. 

2022 Real Estate Marketing Trends

We're hesitant to mention too many new trends that are coming up in the new year. Mostly because we do believe in a kind of Occam's Razor approach - the best approach is the simplest. And the simplest approach is the one that makes the most sense to you. If you're comfortable hopping on Tik Tok and making videos of your properties, if you love focusing on the minutiae of SEO, or creating unique Facebook ads? Knock yourself out. The method that you feel comfortable using is the right trend for you. Because, let's face it. There's nothing worse than outdated, unused trend. It's really worse than nothing at all. 

Keep your face and your organization top of mind with something simple. Like our Flashpads.

Real Estate Packaging & Influencer Marketing

Working in real estate, mortgages or construction? We've got a question for your marketing department: how do you capitalize on real estate packaging?

Ok, ok, that's a very specific question, we know. So let us explain. 

In each of these fields, it can be hard to set yourself apart. Clients might know what they want, but they don't always understand the unique differences between the agencies that help them get those things. For example, let's say you decide you want to buy a house. Chances are, to find a realtor, you either rely on a referral from a friend, Google one, or simply find a house you want to see and fill out a contact form. A similar process might follow for mortgage brokers and construction or contractors. How do you set yourself apart from the rest?

One way is to engage in influencer marketing. This makes you the referral every time.

Find Your Influencers Via Real Estate Packaging

Influencer marketing is a newish strategy that emerged as social media become omnipresent.  Through the endless scrolling, profiles have emerged as knowledgeable or admired for different things. From make-up skills to craftsmanship to, well, simply having an interesting-looking life, these people are influencers. The products or methods they promote to their users have the potential to drastically grow in sales due to the exposure. 

There are many different potential approaches to finding influencers. Or, another approach, is to treat all of your customers as potential influencers. Real estate packaging is about playing the long game, which goes beyond those who cultivate massive Instagram followings. Creating a unique brand, exemplified by your leave-behind or gift packaging, is a great impression to make. 

Sunrise can help develop the perfect branded packaging option for your needs. From high end luxury boxes--designed to hold keys, garage door openers and more--to a FlashPad with a congratulatory gift card or a three ring binder for documents, we can support any marketing initiative. 

Contact Sunrise today for more information!

High End Packaging for Real Estate

Short supply and high demand is a recipe for a crazy housing market. Particularly as more and millennials start to dip their toes into home ownership. It can be daunting for mortgage brokers, homebuilders, and realtors to find ways to make an impact on this tech-savvy, immediate-results generation of homebuyers. Utilizing tools, like social channels featuring high end packaging, is one way to reach people.

In this Uber & DIY-focused economy, brand loyalty and expertise counts for less than it did in the past. For a business like realty, which are hugely relationship-based, this means that their basic marketing model needs to change. Referrals are still a big way to gain business, but reaching out on various mediums is another way to gain interest. It's the online shopping effect. We see something we like, we tap on it and can buy it.

Obviously, real estate doesn't work *quite* like that. But check out Carrington Creek's Insta, and tell me you're not enticed to learn more about these gorgeous homes. Particularly that signature Welcome Home box.

High End Packaging for High End Homes

Carrington Creek (located in Arkansas) is a homebuilder focused on building relationships as well. They've won multiple awards for quality, customer satisfaction, realtor excellence, and more. And when we began work on a special project for them, we knew it was going to be a special collaboration.

High end packaging always presents interesting challenges. At its heart, the best packaging utilizes simple design techniques. But the unique features are where we like to make it truly high end, the little touches that speak to a users tactile or visual senses. For this project, we used offset printing and a scuff free matte lamination.  This box is as sturdy as the homes they build, and just as classic with monochrome coloring. With spot UV over the logo, this is a box that pops. Maybe not as much as that champagne, but it's a coordinated effort!

Use Custom Packaging as Part of a Targeted Marketing Strategy

These welcome boxes are gorgeous on every level. They're highly Instagrammable, prominently featuring the logo, and create a true connection with the homebuyer. It's clear that this is a celebratory gift while still being functional.

But it's still part of a marketing strategy. If you're homebuilding organization or realty company is looking to put that extra panache into your marketing tactics, reach out to Sunrise to sketch out your own welcome kit!

Real Estate Marketing for Millennials

Pew Research says that millennials are just about to surpass the Baby Boomers as the largest living adult generation.  Here's why--and how--it affects your real estate marketing strategies. 

Millennials are defined as those born between 1981 and 1996. The upper end of the generation is reasonably established in their career, and nearly all need a home to lease or purchase. However, here's where millennials differ the most from previous generations: they're much more into the sharing economy, or using vs. purchasing. Look to the popularity of Uber and Lyft, for example, or the ability to Rent the Runway.   Additionally, the average credit score for this generation is fairly low--about 625--so they must qualify for more flexible, FHA-insured mortgage rates. However, despite all of this, 32% of homes are being purchased by millennials.

How Real Estate Marketing Reaches This Generation

Real Estate Express offers these helpful tidbits on how to reach this market most effectively: 

  • Millennials prefer social media and texting for communication - but 75% would prefer that their real estate agent contact them by phone. 
  • Over 90% of millennials rely on the Internet to find and communicate real estate opportunities.
  • While they know they can find the answers to practically anything online, 87% eventually seek out advice from real estate agents

This generation grew up with technology. Maybe not smart phones, but definitely in the era of the home desktop computer and a gaggle of gaming systems. When it comes to real estate marketing, target them on their favorite networks. 

As a real estate agent, you're in charge of a lot when it comes to connecting with prospective buyers and sellers. One way to connect with millennials is to create shareable content. This can be videos, blog posts, infographics, etc that are posted on social media. These types of content of should be "bite-sized," meaning they're easily consumable in a short period. No one wants to watch a 10 minute tour of a house on a shaky iPhone. Create quick cuts of highlights. Or create a slideshow on Instagram. Play with mediums and styles to figure out what works for you and your audience. 

Once you've hooked your millennial customer, remember that this generation relies heavily on the recommendations of their peer group. Take this opportunity to create a unique closing gift using Sunrise Package's custom packaging options. Like the FlashPad Wallet. Or any of our other innovative packaging solutions - just remember to slide your business card inside!