In recent years, approaches to real estate promotion have changed significantly. While developers previously focused on traditional channels such as outdoor advertising or PR in federal media, today, with the growing number of millennials among buyers, marketing strategies must adapt. These buyers are increasingly using social networks, and their perception of brands and products depends on new communication formats – including bloggers, Micro-influencers are opinion leaders and celebrities.
It is important for real estate PR professionals to understand how to effectively use these tools to gain the trust of millennials. In this article, we will look at how modern trends influence developers’ PR strategies and how innovative approaches can be used for promotion.
Bloggers and Micro-Influencers: How to Get Attention with Engagement
When it comes to promoting real estate to millennials, traditional advertising is unlikely to produce the same effect as cooperation with bloggers. This is especially important for developers working in the premium real estate segment, where not only visibility is important, but also the correct perception of the brand.
Micro-influencers are bloggers with an audience of 1,000 to 100,000 followers (depending on the platform). They can generate much higher engagement than celebrities with millions of followers. For example, accounts with fewer than 1,000 followers receive around 8% of their followers’ likes, while micro-influencers with 10,000 to 100,000 followers receive 2.4%. Micro-influencers enjoy high levels of trust among their followers, which leads to higher engagement and increases the chances of conversion. These professionals often focus on narrow niches, which allows them to reach their target audience as accurately as possible. This means that their audience is more active and interested in the content.
In development,micro-influencers can beMicro-influencers are
effectively used to promote projects aimed at millennials. If you want to increase engagement and trust in your brand, work with micro-influencers whose values and lifestyle are close to your target audience. This can be either promoting the project through exclusive events or creating content that reflects the lifestyle of your buyer.
Key Opinion Leaders (KOLs): How to Build Trust and Target Your Audience
Key opinion leaders (KOLs) are not just bloggers, but true conductors of values and lifestyle that can have a significant impact on the perception of your brand. Using KOLs helps developers not only stand out from competitors, but also establish long-term relationships with the audience.
Recommendation : Include KOLs in your strategy to highlight the unique values of your project and build trust with your target audience. This can be either collaboration with influential experts or holding exclusive events with the participation of such personalities.
Stars and Icons: Using Status to Create an Image
Celebrities can add status and positive perception to industry email list your project. It is important to choose personalities that will match not only the aesthetics but also the philosophy of your brand. Celebrities can help attract attention, but their participation should be meaningful so as not to create false associations.
An example of the successful use of stars in real estate promotion can be considered a project of the PIK group of companies. Together with the creative agency Leo Burnett Moscow, they developed a special project “All at Home with Irina Gorbacheva”. On a separate page in a banned social network in the style of a virtual house, the brand posted thematic videos.
Or FSK Group invited the famous Russian actress and TV presenter Yulia Snigir to appear in videos about new business-class buildings.
One of the recent examples is that the development add phone number to marketing list company Hutton partnered with TV presenter Andrey Malakhov. He became an ambassador for the Duo project – a club house opposite the Kremlin.
For developers working in the premium
segment, the participation of stars in advertising Micro-influencers are is not only an increase in the status of the project, but also an opportunity to create associations with a certain lifestyle.
Recommendation : If you decide to work with australia cell numbers celebrities, it is important that their image matches the values and audience of your brand. Choose those who will look organic in the context of your project, and whose participation will be perceived as a natural continuation of the brand philosophy.