RH Commercial Insight

16 Marketing Property in any Economic (or World Event) Environment E ff ectively The real estate industry as a whole has changed dramatically over the last 5 years. This includes the way we interact with clients and prospective tenants / buyers, the information that is available to the general public and also the way we market available properties to the wider community. As property owners and agents it is becoming increasingly important to the success of any property campaign that we partner together exclusively and with the right marketing mediums in order to give your property the best opportunity to achieve an above average result. The marketing space is an ever evolving platform, particularly in the digital world. Whether you have a property coming available for lease or for sale, this is an advertising platform that cannot be ignored. In any market it is critical that your property is on the “must see list” of prospective buyers or tenants. How do you achieve this? … Make sure your property stands out from the crowd online. With the internet being used by many as their initial research tool when moving into property buying/leasing mode, it is critical to not be “lost in the crowd” of properties. In addition, gone are the days of “free” online advertising as portals have changed their models. So how do online portals work? They all have their own online products which work as a ranking system when consumers are searching their sites. The premium type advertisements remain towards the top of the search results for the duration of the upgrade period purchased, followed by the next level down and so on. It’s important to note that this is regardless of how long the listing has been on the market! So for example if you are just coming onto the market and select a second or third tier online product for your property, a property that has the top product and has been on the market for 6 months will appear above yours! What do the numbers online look like? Even in these unprecedented times with COVID-19, people are still visiting online property portals. In fact recent data provided by Realcommercial .com.au has shown that total visits to their website has increased by 12% when comparing March 2020 to corresponding period last year (see graph below). As we track our enquiries to establish where they are generated from for each exclusive property campaign, we can report that online visits on upgraded listings remain strong. The more visits = the more enquiries for your property.