In this digital age, it's crucial for businesses to adopt a digital-first marketing approach to engage consumers effectively. We spoke with Amory Wooden, the chief marketing officer of CENTURY 21®, Better Homes and Gardens® Real Estate, and ERA®, to gain insights into the importance of this strategy in the real estate industry.
Embracing Technology for Real Estate Marketing
Wooden's experience working with technology-focused brands has inspired his innovative approach to real estate marketing. He understands the significance of having a strong brand proposition and staying ahead of the ever-changing market. As the industry undergoes a digital transformation, Wooden leverages his digital expertise to guide these powerhouse brands and help them maintain their competitive edge.
Making the Agent's Job Easier
In today's real estate industry, it's crucial to make the agent's job more efficient and streamlined. Technology and digital marketing play a vital role in achieving this goal. Practices like dynamic Account-Based Marketing, CRM tactics, and segmented email sends help agents focus on building client relationships and taking their service to the next level. While technology empowers agents, it can never replace the human element that defines this business.
Transitioning to a Digital-First Marketing Approach
Real estate professionals must pivot from traditional marketing practices to a more digital-first strategy. It's no longer just about building awareness through traditional campaigns; relationship-building is paramount in the real estate industry. The CENTURY 21® network, with its vast network of affiliated agents worldwide, provides an opportunity for brokers and agents to enhance the brand at scale. This joint effort helps build overall brand awareness while enabling agents to stand out on a local level.
Building a Digital Marketing Plan
To build an effective digital marketing plan, real estate professionals need to be where their target audience is. Social media platforms offer a unique opportunity to drive brand presence and reputation while targeting specific audiences. The beauty of social media is that it allows testing and learning in real-time. By understanding consumer reactions and preferences, professionals can invest their resources wisely and build their personal brand.
Leveraging Artificial Intelligence (AI)
Artificial intelligence has the potential to revolutionize the real estate industry. It can drive efficiency and productivity for both agents and clients. AI can assist with creative processes, identify potential agents for growth, and provide clients with anonymous and valuable information. By leveraging AI, real estate professionals can build stronger client relationships and help customers feel more prepared and confident throughout their buying or selling journey.
The Future of Real Estate Marketing
As the future unfolds, Wooden is excited about the possibilities. With fresh, social-first activations in the works, the CENTURY 21® brand aims to make its affiliated agents stand out. The goal is to impress clients, capture their attention, and ultimately win their listings by using the right channels and strategies.
In conclusion, a digital-first marketing strategy is essential for real estate professionals. Embracing technology, leveraging AI, and focusing on customer relationships will drive success in this ever-evolving industry.
For more information, please visit CENTURY 21.
