10 Lessons From Over 40 Successful New Home Campaigns

At PropertyMarketing.ie, we have had the honour of managing more than 40 new home campaigns since 2017. Each campaign taught us something new, strengthening our expertise and moulding our strategies. Our insights, honed through hands-on experience, are invaluable for real estate developers and agents looking to upscale their marketing efforts.

Here are ten key takeaways from our journey so far:

  1. Embracing Fluidity: From day one, we learned that successful campaigns are fluid entities. Our strategies evolved over time, allowing us to adjust ad copy, update imagery, and introduce new video content. We’ve found that the flexibility to adapt and refine as a campaign progresses is a key component of successful campaign management.
  2. Staying Trend-Aware: By keeping our finger on the pulse of evolving digital trends, we have managed to tap into new opportunities for engagement. Instagram Reels, for example, has proved to be a powerhouse for lead generation. Our keen awareness of digital trends has allowed us to effectively meet our audiences on their preferred platforms.
  3. Mastering Placement Selection: Our experience with various ad placements across platforms like Facebook and Instagram has given us a nuanced understanding of what works and what doesn’t. We’ve learned to invest our time and resources in placements that yield high lead generation.
  4. Prioritising Interest Targeting: By focusing on interest targeting on platforms like Facebook Ads, we’ve been able to connect with a more relevant audience. Our experience with options such as mortgage loans and first-time buyer grants has proven the value of targeting specific interests.
  5. Leveraging Automation: We’ve discovered that automation is key to efficient lead management. We utilise third-party software to automatically download leads from our ads and email them directly to our clients, saving valuable time and resources.
  6. Harnessing the Power of Email Marketing: We’ve experienced first-hand the effectiveness of email marketing. By sending automatic responses to each lead and providing further information about viewings, we’ve managed to nurture potential clients effectively.
  7. Managing Leads Effectively: We quickly learned that effective lead management is more than just collating contact information. We use advanced Customer Relationship Management (CRM) systems to rank and segment our leads, yielding more personalised interactions and better results.
  8. Staying Current with Regulations: Staying up-to-date with the latest regulations, such as the new EU “Beneficiary and Payer” rules effective from July 10th, 2023, has been integral to our operations. We ensure we remain informed and compliant, keeping our campaigns running smoothly without disruption.
  9. Prioritising Conversion Tracking: We always set up conversion tracking for our campaigns, respecting the latest privacy regulations. This allows us to monitor the effectiveness of our campaigns and make necessary adjustments.
  10. Deploy Negative Keywords: Managing comments and feedback on your social media ads can be a time consuming task. That’s why we use negative keywords to automatically block comments that contain specific words.

These ten insights encapsulate the wisdom we’ve gleaned from our campaigns at PropertyMarketing.ie.

By continuously learning, adapting, and innovating, we have honed our strategies to create successful campaigns for our clients in the real estate industry. So whether you’re an established property developer or a real estate agency seeking to upscale your marketing efforts, we’re here to help you navigate your journey.

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