Is Social Media Important in Real Estate and Hospitality?

Yes. Marketing has already been redesigned and digital efforts are as important as ads on billboards and newspapers were 40 years ago. Marketers have to be where people are, and those people are on social networking platforms now more than ever. 

Let’s talk numbers. There are 7.5 billion people living in the world and, according to the latest We Are Social Digital in 2019 Global Overview report, social media reaches 3.1 billion of those people (which increases each year by almost 400 million). In the US 70% of the population are active social media users and that number is growing 7% annually.

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The US has the second largest number of active Facebook users in the world and the largest number of active Instagram users (and no, they’re not just teenagers). Surprisingly, the audience that presented the largest growth in the US from 2016 to 2018 was 55+ y/o on Facebook and 25-34 y/o on Instagram, according to a Pew Research Internet Survey.  

Let’s get specific. With the information above in mind, it’s no surprise that social media marketing is increasing its importance in a company’s strategy significantly year over year. We’re not talking about just advertising and selling on these channels, but also creating a brand image, reputation, and, above all, a relationship with potential clients / users. Social media is not just about posting pretty pictures – it’s about building your brand identity and gaining your audience’s trust.

Social media plays an important role in the customer journey, as it’s a fantastic tool to connect to new customers and let them know more about your brand organically. If your content is relevant, users will engage and follow your site, making it show up in their networks’ feeds and keeping it top of mind

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Source: Gaurav Agarwal

According to the National Association of Realtors, 51% of the total buyers said they found their home online, and 99% of millennials said they begin their research online. This is extremely important to keep in mind since they’re the biggest home buyer pool. 

According to an interview done by PwC, 45% of users said that reviews, comments and feedback are the main source that influence their purchase behavior. This means that, as a real estate agency, testimonials and content showcasing customer satisfaction (like sharing clients posts mentioning your company) is crucial to increase credibility and trustworthiness, along with content that creates a sense of community and places you as an expert on both the city and everything real estate related (buying / renting / selling). Buyers are persuaded by a sense of authenticity

In real estate and hospitality, especially in NYC – you don’t sell houses, apartments or hotels – You sell lifestyles. Social media, especially Instagram, is the king (or queen?) of lifestyle aspiration. Giving your audience and potential clients an insight into what their life would be like or what the area has to offer is key. Showing compelling visuals (photography, video, virtual staging, and virtual tours) of the area and the building itself is as important as connecting your potential buyer to the community. Going out of the way and interviewing local shop owners or featuring restaurants, parks, and everything that is nearby a listing for rent or sale, will also increase your audience interest significantly. 

Overall, creating a master content plan, with specific goals and based on a long-term strategy is not only important, but necessary. Want to know how? Reach out to us for more info!

 

Why should digital marketing be a priority in your business and what are the benefits an online strategy can deliver?

You may have realized by now how much the internet has changed the way we market and the way we’re marketed to, creating a more seamless experience for both businesses and consumers. Consumers can find precisely what they need (and save money in the process), and companies can do the same since advertising can be more targeted and cost-effective. Check out our top four reasons to get in the game:

Connecting with your customer

One of the main reasons why digital marketing is currently implemented by the companies more than any other traditional marketing is the interactivity with their end-consumer. The focus is no longer on the product but rather the user experience in their buying journey. Companies can run campaigns, social publications, activations, the list goes on –  and on the other side of the screen, consumers can interact, comment, and share with a friend in just one click, increasing engagement with the brands they love.

Analyzing every bit of data

Imagine the world in the 1960s when marketing and advertising agencies were starting to take off, but there weren’t tons of methods to measure the success and impressions of their campaigns. We can safely say today that a lot of money spent on those initiatives was wasted because of lack of information. But when it comes to online marketing, obtaining and analyzing data is a fundamental step for the continuous improvement of your strategy.

Fortunately, metrics such as return on investment (ROI) and cost of customer acquisition (CAC) can (and should!) be analyzed in real-time. That way, companies can identify failures quickly and work on improvements right away! 

More opportunities for small companies

Reducing the actual distance between businesses and customers has helped a lot. After all, today, even small companies can impact consumers all across the globe. Consumers can easily find businesses that meet their specific needs, and companies can create a proper online positioning which will increase their sales opportunities through various channels.

Advertising for the right person

After reading the above you may be thinking, “Wow, I’ll be able to reach millions of people” – and yes, that’s true, and it’s amazing! But one of the great advantages of digital marketing is that companies can now target and engage with the right people, instead of throwing out an enormous net. That means that now a company can talk directly with the person (or group) that has their ideal customer profile. 

Targeting will not only save you money, but you’ll also stop spending money specifically with people that have no interest in your product. Through segmentation you’ll also be able to get to know your audience better, which can help develop and grow your business.

Hooked yet? Reach out to us to see how we can make digital marketing work for your business.

Take flight: five creative takeaways for real estate from the travel industry

Think back to your last flight. From the food service to the flight attendants, culture plays an important role when designing for an airline. So what can the airlines teach us about marketing in other sectors?
Here are five creative takeaways from the travel industry —   

  1. Know your passengers

Where are they coming from and where are they going? 

In flight, there is always a point of departure and point of arrival. Each traveler has an inherent culture, but what drives them forward might be vastly different from their own. Take for example Hawaiian airlines, a company that caters to those escaping the cold. Its branding employs a pink and purple gradient that gives off the warmth of a perfect sunset. Contrast this palette with the cool, blue hues of Alaska Air.  

  1. Understand what they value

Do they want more leg room? Better food? Cheaper fares?

Like in real estate, every space has a unique combination of amenities. Some customers are looking for value, while others need luxury. easyJet has a clear vision of their client and it shows through in their visual identity. The company name is set in a simple, yet bold typeface with soft serifs. The message comes through — easyJet provides straightforward ticket prices without sacrificing comfort. 

  1. Translate across mediums

A brand should encompass multiple touch points

Always be on the lookout for ways to extend your brand. Virgin America was one of the first airlines to put their own spin on the traditional safety video. They took a moment that we take for granted and made it memorable. This is reiterated in their brand. A complex wing shape with multiple sides recalls the many touch points at which they reach their customers.  

 

  1. Create an experience

Luxury equates with a lifestyle

There’s nothing more luxurious than a Paris getaway. Air France brings its interiors front and center with a wing logo that doubles as a reclining chair, a clever and deliberate visual that’s reiterated in the letter “R”. From ordering your meal in advance to choosing between four different cabins, Air France communicates comfort and relaxation in every aspect of their brand. 

  1. Get them there on time

Make customer service a part of your identity

Delta’s dynamic brand reiterates their emphasis on speed and responsiveness. The logo, divided into two shapes, demonstrates stroboscopic movement. In other words, we can perceive them both as the same form, except in two different positions. The visual mirrors a plane taking flight. Delta itself stands for change and transformation.

When branding any physical space, think of its inhabitants as a travelers. What is their inherent culture and what are they searching for in their point of arrival? Where can we reach them and how can we make their voyage memorable? If taken into consideration in this way, they are sure to enjoy the ride.

Logo Design 101

New York City is known for being one of the most fast-paced cities in the world – and in the age of short attention spans, first impressions are more important than ever. Graphic design for real estate needs to be as concise as an elevator pitch. Rock solid branding tells clients who you are and what you’re about instantly. To do this, you need a bold yet flexible logo to get your voice out there. 

As a starting point for branding, you will need to think about a few things:

  • What imagery can be associated with your company
  • What color scheme expresses the vibe you’re going for
  • Influential shapes used as a design element
  • Taglines and mission statements

Good Design Makes A Good Impression
A sloppy brand suggests that a business is disorganized and unreliable. If they don’t care about their logo and identity, they aren’t likely to care about their clients and deliver quality service. Complicated or busy logos are equally destructive because they frustrate people and cause them to quickly lose interest.

Keeping it simple is vital. But at the same time, you don’t want to be that company whose logo looks like they typed it into a word document.

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A great example is the development at 100 Barrow in NYC that embodies the elegance of the West Village with a clean design that is easily carried through to other collateral.
https://www.pentagram.com/work/100-barrow?rel=sector&rel-id=16

Color Is Key
We’ve all heard that color influences people’s moods at this point, and we can tell you it’s absolutely true.

  • Blue feels calming 
  • Yellow represents happiness or caution 
  • Red is intense and passionate
  • Orange has an energetic and enthusiastic quality
  • Black is sexy and powerful 
  • White conveys purity and cleanliness

Paying attention to color combinations puts you ahead of the game when deciding your identifier. The way your company’s color scheme makes your clients feel affects their decisions. Color combinations should make clients feel something and reinforce your company’s values.

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Many real estate brokerages use dark blue in their identities as it comes off as professional and reassuring. The brands that use non-traditional colors are often startups or attempting to portray a youthful vitality. The orange in NextHome’s logo gives the company a modern, friendly approach, whereas Red Oak’s red (obviously) reinforces their bold and energetic values.
https://www.pentagram.com/work/nexthome?rel=sector&rel-id=16
https://1000watt.net/when-fine-isnt-good-enough/#

The Influence of Shape
Similar to colors, shapes can represent values or feelings.

  • Circles are comforting and they express a connection
  • Triangles convey structure and energy
  • Squares represent organization and protection

Symmetrical designs are balanced and appealing to the human brain. While asymmetry is an excellent way to be dynamic, use caution when including it in your logo.

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The Greenwich Lane is a residence in the West Village that used rectangular shapes to create an abstract rendering of the building. The shape portrays the general concept that the condominiums are very modern and sophisticated.
https://www.pentagram.com/work/the-greenwich-lane?rel=sector&rel-id=16

Your Visuals Should Highlight Your Niche
In real estate especially, visuals can be related to your neighborhood or representative of the type of property you’re selling. It can also be a mark that creates the vibe of the property you are selling using shapes, as mentioned previously.

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This logo for Urban Strategies cleverly captures what the company is about by turning skyscrapers into chess pieces. Without knowing anything about the business, you can easily deduce that they’re involved with city building planning based on the chess pieces that represent the strategy element.

Read This, If Nothing Else
Real estate branding should make a statement about a company’s integrity and the services they offer. Colors, shapes and text can be used intentionally to express these sentiments, and at REIGN we know exactly how to combine these together to create a beautiful identity system. Contact us to get going on yours.