We recently had the opportunity to partner with Zillow Group to share our thoughts on digital marketing trends specific to the real estate industry.
Similar to our goal of always keeping content fresh and relevant, we switched things up, focusing on a couple of key areas and giving the audience “snackable” insights that could be put into motion right away. Because all the fun was packed into a single two-hour session, the discussions, led by Zillow Senior Director Sales Jake Scherrer and our Gunn | Jerkens team (Jenny Gump and Jen Stoddard), happened simultaneously as more of a dialogue than a talking-to. Here are some of the highlights:
The “customer experience” is no longer linear, but you want your brand there every step of the way. We know buying a home isn’t as easy as buying a car, but we can learn a lot about consumer behavior by taking a closer look at how big purchase decisions are informed, influenced and made. If there are 900 digital touchpoints along the way – where do you show up?
From real estate listing sites like Zillow to social media and banner ads, one thing remains paramount – content!
We’re no strangers to creating branded content, but, after years of testing, innovating and trying to stay “outside the box,” we’ve learned how to create content that performs. While content remains king, distribution is of equal or greater importance in terms of getting consumers to take action, hence the name “causing the click.” Whether it’s styled Instagram shoots, man-on-the-street videos or creating motion graphics and branded animations – the big-picture objective remains the same – generating qualified leads.
We were able to discuss real-time strategies with Linda Peak, director of digital marketing for Brookfield Residential North America, and she reinforced the need for content to be thoughtfully curated before being served up to your audience. One example shed light on the difference between just being on Zillow and maximizing your presence on Zillow. Listings with video content increase listing views, and, by adding video to the listings, we have seen a 46% increase in qualified web sessions from Zillow! That’s what content can do.
With measurable results as a top priority, strategic media planning is still the starting point and it almost always includes paid search, Facebook and Zillow as part of the mix. I mean, we are talking about finding people searching for real estate online.
But what else? With content ever-changing and evolving, we’ve got to keep up. Luckily, we were gifted a new Oculus Go headset at the Facebook F8 conference, and we couldn’t wait to put it to use. By creating an immersive, viewable experience for all of our guests, a key takeaway was “always be innovating.”
Rules of Engagement:
Press play below for an immersive 360-degree tour of Playa Vista.
We’d like to thank Zillow for the amazing opportunity to participate in this exciting event. We were honored to share the stage and look forward to the next one!
Take a look.