You’ve been using social media, digital marketing, maybe even programmatic advertising. What else can you do? What if I told you to go back to the basics and remember the fundamentals of the Internet, what would you think of that? Precisely! A simple website dedicated exclusively to your project. Is a webpage on your main website not enough? No, it is not! Let me explain why it should be your top priority for every real estate project.
Make your Real Estate project stand out!
First of all, having a real estate project’s website for a single real estate project is great for its visibility as it is not lost somewhere within hundreds of similar houses or apartments buried within your own website.
A dedicated website gives your project a greater power of attraction. Your project looks professional and much more innovative and ambitious. Your project is unique and unlike any other. It is so great it deserves its very own showcase! It may sound a bit cheesy, but it is how your leads will see it. They are not looking for a random building. You want to make them dream about their future life - not about the investment this project represents. The project is unique, them too.
This project is not only a building, but a home. It involves emotions. It is not only where people sleep, but where they live. Make it emotional.
A special, well-designed website allows you to give an identity to your project. It creates a brand that your lead can recognise among others. Brilliant visuals are as important in the content of the website as the web design. Design it well, as it will tell a much better story than any text ever will. If it is a luxury home, spend time on a sophisticated design to blow your audience’s mind.
Through its colours, lines, and style you can generate emotions and leave visitors wanting more. Find the right tone, and your leads and buyers will make your project their own.
Learn from your audience to target them more accurately.
A project website will also provide a lot of data from your audience. You will record your potential buyers' behaviour so then, you can adapt your advertising, prices, and targeting.
- What are they looking for (by checking where they are spending the most time on the page)?
- Which image did they like the most (when you see them clicking or staying on images)?
- Which size of apartments are they looking for (by checking out the most searched characteristics)?
- Which asset requires special marketing or more effort (if your conversion rate is lower for specific properties)?
- Are you targeting the right potential buyers (by watching the time visitors stay on the page)?
- Are the prices resonating with the visitors (behaviour after checking the price)?
With the data collected from your real estate project website, you’ll be able to adjust your marketing campaigns accordingly.
We selected a few examples of inspiring Real Estate project websites:
- This real estate website, the K24 Moscow, is very sophisticated with a beautiful and modern design. We immediately understand that this project is targeting young professionals looking for a nice home in the city centre.
- Theatrical display and classy aesthetic with the Kosygina21 project. Such a powerful design is amazing and create an instant wow moment. You can easily tell that the target audience is completely different than the previous one. Here they are looking for a wealthy and older audience interested in living in a luxury apartment in cultural areas.
- Starting with an amazing video of the Antwerp tower real estate project is always good to impress your audience. Use emotions and rhythm to captivate your leads. Images capturing people smiling, eating, drinking and visiting the city, paint a portrait of the target audience's lifestyle.
- Minimalistic and yet very chic, Riva's website by Extensa Group successfully create a brand id from an outstanding font. This reminds us that it is possible to identify a brand with a combination of very simple design.
- Fun and dynamic, this last example is aiming at young professionals looking for joining a community in the city center. Although, it is not a real estate property they could buy, we thought this young and fresh design was an interesting inspiration.
Lessons learned from the best Real Estate websites.
You can’t always rely on awesome pictures, renders, or on complicated websites. Dedicated websites work so well because they are different. They are surprising and beautiful. In a millisecond, visitors should be astonished. Choose trending colours, and create an atmosphere to which your audience can connect. The user experience (UX) is like a journey. You scroll down and discover the story of your project.
Keep in mind that what you want to sell is not a building, it is their dream home. The environment and the lifestyle may have an impact as much as the location and the architecture.
Text - know your audience!
In digital marketing, the key to success is to target your audience with precision. The time of spreading ads massively everywhere is over. Nowadays, you need to understand your audience to formulate your sentences in the most effective manner. The text needs to speak their language and address their world and lives. And if you are targeting different audiences, find out the right balance between the different values offered by the project and make a different tab for them. Don't address an investor audience the same as you would a family audience.
Storytelling - help them imagine the life they want!
Storytelling is a wise mix of visuals and words that convey emotions. You can use stories literally by giving an example of what your clients’ life could be like. Or you might only present your project as the new start they are looking for. You can make visuals with specific spheres or seasons. Dare to personalise.
You have only a few milliseconds to convince your visitors to stay a little longer and explore your website further. Make sure that their user experience is the best it can be. Guide them through the website with obvious and logical navigation. Make the homepage have a consistent story. Then, invite them to the different subparts of the projects or sub-stories with clear links from one page to another. Navigation needs to be obvious, not fuzzy, to the point and simple.
As you know, more than half of the internet traffic is on mobile devices. This requires very fast uploading of your website whatever downloading speed your leads may have. They won’t wait longer than three seconds. If it is not completely uploaded by then, they are probably gone. Knowing this, you should either design your website mobile-first or either two versions of it: One for desktops and a lighter version for mobile.
Here are a few tips on how to improve your website speed:
- Reduce the weight of your pictures.
- Don’t use too many cookies and tags (use tag manager instead of relying on various tags you added yourself in the website code).
- Test it!
Hopefully, these tips aren’t necessary as any professional web designer would know that, however, it is never a bad thing to verify it for yourself. There are many tools to check your website speed and how you can improve it. For example, use Pingdom or Google PageSpeed Insights.
Kickstart Your Real Estate Project's Website
Start with a landing page
Don’t wait for your project to be ready, the concrete dry and the roof set. You can already capture people’s attention with a beautiful landing page. If you are not familiar with the term, by landing page I mean a very simple webpage where visitors “land” after clicking on your link. It provides very basic info, but it already has a powerful visual identity to make your project stand out. Why should you spend time on this? It would be time well spend as it will help you convert your leads more efficiently.
Use it to collect personal details such as email addresses, and create a community you can keep in touch with newsletters. Inform them regularly about the progress of the development. You can even ask for their opinion about small parts of the project and reward them with gratifications. This way you can really make them part of it. They may not have signed yet, but they are very likely to do so thanks to the special relationship you build between them and the project! Engagement is key in a digital age where people are overloaded with information. Create value for them.
How can you create an effective Real Estate Landing page? You’ll find the guide you need in this article.
Adjust it, then continue to perfect it.
From what you’ve learned from your landing page, you can adjust your strategy accordingly. When the landing page is successful, try to develop a better version of it with extra details and more sophisticated design. Unless your landing page was a complete disaster, don’t change your project’s visual branding (colors, font, and style) so that your leads can easily recognise it. Then boost its visibility by running relevant ads on Google and social media.
Final piece of advice: your real estate website is your sales kick-off!
It is the most important part of your real estate digital marketing campaign. It should be as effective as your own Real Estate company website.
- Tailor your words to your audience
- Double-check that there is no bug, all links work properly, etc...
- Follow smart UX guidance so that your visitors know exactly where to click -such as using contrast and clear Call-To-Action (you can learn how to do effective CTA buttons with this article)
- Pay extra attention to SEO to improve your webpage organic search results
Thank you for your time!