Case Study: Mayfair Gardens - Metrics Aren't Everything
Mayfair – one of the rare new launch condos where our metrics were proved wrong. But what was different about this property? Read on to find out!
Got an upcoming new launch? Avoid these common mistakes and you’ll be on your way to making maximum sales (and comms)!
There’s nothing more frustrating than spending tons of time, money, and effort on a new launch campaign, only to watch it fail.
That’s why we’ve put together this article to help future-proof your launches.
Read on as we take a deep dive into some frequent new condo launch mistakes that can cause your campaigns to flop.
Since you’re already spending money to launch your campaign, we understand how extra expenditures at this point can easily sound unappealing. But if there’s anything you’re going to take from this article, sear this one into your memory; You need a microsite for your property marketing agency.
In fact, you can even go as far as to say these sites are vital to the survival of your business. This is because having a microsite creates an online presence, or an opportunity for prospect buyers to discover your services when they make quick searches.
In other words, when you don’t have a microsite representing your business, you’re basically invisible to your target market. Obviously, this can be a cause for concern especially when you’re interested in catching their attention for your new launches.
But unless you build a strong property microsite, nobody is going to want to put one of the biggest investments of their lives in the hands of a company they know next to nothing about.
Pro tip: Keep in mind that creating a real estate microsite simply isn’t enough to get your name out there. It’s important that you also keep up with regular optimizations to increase your site’s visibility and climb Google’s ranks.
Google Ads is one of the largest advertising platforms that has ever existed – and we can see why that’s the case.
It all comes down to search intent.
Imagine you’re watching a video on YouTube and an ad pops up. Regardless of whether or not the ad is relevant to you, it has just interrupted your viewing. This means all you can think about is counting down those 5 seconds until you can skip it. At the end of the video, you might not even remember what the advert was about.
Google Ads on the other hand, cleverly taps into the search intent of its user based on their keywords or phrases to immediately offer up ads relevant to it. Simply put, your new launch condo ads will appear right in a prospect’s line of sight just as they search for something similar, like ‘condos in Singapore’ or ‘new launch condos’.
This means your ad will always be at the right place and time when prospects are looking for it.
As such, if you’re not already leveraging this powerful digital marketing channel for your new launches, it’s no surprise your campaign isn’t getting the attention it deserves.
Oftentimes in the hopes of saving on cost, realtors choose to send an interested prospect to their homepage rather than creating a campaign landing page. This can very well be the reason why your campaigns aren’t doing well.
If your ad is the bait that hooks interested clients, high-quality and relevant landing pages reel them in. For this purpose, you can’t send them to your homepage where focus is no longer on the new launch you’re promoting, but instead your company and its services.
As a result, creating specific landing pages that speak directly to your user’s search query will help maintain their interest long enough to drive more conversions for your new launches.
Sometimes the condo you’re launching itself could be the issue. So, here are a few things to look out for when deciding on a property to market;
If you found this article helpful, don’t forget to bookmark it for your upcoming projects! Be sure to also take a look at our LinkedIn or Facebook pages for more tips, tricks, as well as guidance on building successful new launch campaigns.
Want to land qualified leads with every property campaign you launch? Look no further than SellMoreCondos (SMC)! Over the past few years, we have served more than 80 realtors in Singapore to generate over 2.5 million dollars in comms. All you need to do is choose from our range of affordable packages and we will take care of crafting your property Google Ads, microsites, and landing pages. Get in touch with our friendly team today to learn more about our services!
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