The Kenyan real estate market thrives on innovation and a keen understanding of your target audience. While established methods like media buying and high-quality listings remain crucial, savvy realtors understand the power of a targeted marketing approach.
This blog unveils six often overlooked marketing strategies. True and tested ideas that will set you apart and turn you into the go-to realtor for discerning clients.
Craft Compelling Real Estate Videos
Gone are the days of static listing photos. Today, potential buyers crave an immersive experience. High-quality video tours transport viewers directly into the property, allowing them to experience the space, light, and flow in a way that static images simply can’t replicate. Here’s how to create captivating video tours:
- Invest in Quality: Hire a professional videographer or high-quality camera equipment for crisp visuals. Steadicams ensure smooth footage, while good lighting creates a warm and inviting atmosphere.
- Showcase Every Nook and Cranny: Take viewers on a comprehensive tour, highlighting key features like spacious living areas, well-equipped kitchens, and charming bathrooms. Don’t forget to capture outdoor spaces like balconies, patios, or gardens.
- Add Emotional Storytelling: Incorporate background music and voice narration to create an emotive experience. Highlight the lifestyle benefits of the property and the surrounding community.
- Optimize for mobile: The majority of viewers will be watching on their smartphones. Ensure your videos are mobile-friendly and optimized for short attention spans (aim for 2-5 minutes).
Utilize High-Quality Real Estate Photography
While video tours offer a dynamic experience, professional photography remains essential. Breathtaking photos are the first impression potential buyers encounter, so ensure your listings shine. Here are some tips for impactful real estate photography:
- Invest in Professional Photography: While good smartphones can capture decent shots, a professional photographer possesses the expertise to optimize lighting, utilize staging techniques, and highlight architectural details that amateur photos can miss.
- Staging is Key: Partner with a stager to create a clean, inviting, and well-organized space. Staged photos help potential buyers visualize themselves living in the property.
- Showcase outdoor spaces: Don’t neglect the outdoors! Capture the beauty of balconies, patios, landscaped gardens, or stunning views.
Run Targeted Online Advertising Campaigns
The internet empowers you to reach your ideal client with laser focus. Platforms like Facebook Ads and Google Ads offer sophisticated targeting options that allow you to reach individuals actively searching for properties in your specific area, price range, and size.
- Define your target market: Before launching any campaign, understand who your ideal client is – first-time homebuyers, luxury property investors, or growing families. Utilize demographics like age, income, and location to reach an audience actively considering a move.
- Utilize geo-targeting: Utilize the power of location-based advertising to reach potential clients actively searching within specific neighborhoods.
- Leverage social media advertising: Social media platforms like Facebook and Instagram offer sophisticated targeting features, allowing you to reach users based on demographics, interests, and online behavior.
Partner with Local Businesses for Cross-Promotion
Strategic partnerships with other local businesses can expose you to a wider audience and attract motivated buyers and sellers.
- Identify complementary businesses: Collaborate with businesses serving your target demographic. Partner with mortgage brokers, interior designers, furniture stores, moving companies, home builders or home renovation firms. These businesses encounter individuals actively considering buying or selling a property, making them ideal partners.
- Co-host events: Organize joint events like homeownership seminars, design workshops, or open house collaborations to generate buzz and attract potential clients for both parties.
- Offer referral programs: Develop mutually beneficial referral programs. Businesses can incentivize clients to connect with you for real estate needs, and you can offer discounts on your services for referrals.
Network Like a Pro: Building Relationships That Convert
Real estate is a relationship-driven business. Building genuine connections with local professionals and community members is invaluable.
- Become active in your community: Join local business associations, attend industry events, and volunteer your time with community initiatives. This raises your visibility and builds trust.
- Develop relationships with key players: Cultivate strong connections with local mortgage brokers, lawyers, local authorities, and contractors. These professionals can be a valuable source of referrals.
- Offer valuable resources: Provide informative content or free consultations to potential clients. This establishes you as a trusted advisor and builds rapport.
Host Engaging Open Houses and Events
Open houses offer a valuable opportunity to showcase your properties and connect with potential buyers in person. However, traditional open houses can sometimes feel impersonal and overwhelming. Spice things up by transforming your open houses into experiential events.
- Create a memorable experience: Plan engaging activities like a local food experience such as “nyama choma”, or live music. This attracts more visitors and extends their stay.
- Host targeted events: Organize events tailored towards your ideal clients. Consider first-time homebuyer workshops, investment property seminars, or downsizing advice sessions.
- Offer Incentives: Raffle off gift certificates or offer special discounts on closing costs for attendees who express buying interest.
Host Site Visits for Land Purchases
In Kenya, land purchases are a significant portion of the real estate market. Consider offering organized site visits for potential land buyers. This personalizes the experience and allows them to envision their dream home on the property.
- Organize group tours: Organize group tours to showcase multiple plots of land within a particular development.
- Cater to specific needs: Offer tours tailored towards buyers seeking specific features. For example, highlight plots with scenic views for those prioritizing natural beauty, or showcase plots with easy access to utilities for those planning immediate construction.
- Partner with local developers: Collaborate with reputable land developers to offer exclusive or early access to new plots for your clients.
- Provide additional resources: During the site visits, distribute branded promotional items such as; informative brochures or booklets outlining the legalities of land purchase in Kenya, along with the steps involved in securing a plot and building a home.
- Facilitate connections: Act as a facilitator, connecting potential buyers with trusted legal professionals and construction companies to streamline the process for them.
By offering these comprehensive site visits, you position yourself as a valuable resource for land buyers in Kenya, fostering trust and increasing your chances of securing successful land purchase deals.
Conclusion
The Kenyan real estate market is dynamic and ever-evolving. By embracing these overlooked yet impactful marketing strategies, you can elevate your brand, attract a wider audience, and achieve a competitive edge. Remember, success hinges on building trust and exceeding expectations.
Ready to take your real estate marketing to the next level?
CHARLESON® Marketing Agency is a leading company in Kenyan real estate marketing, specializing in innovative and results-driven strategies.
We offer a full spectrum of marketing solutions – from brand identity development and strategic packaging to cutting-edge digital marketing campaigns, targeted advertising placements, captivating video production, and immersive experiential marketing initiatives. Essentially, we provide a 360° marketing solution specifically tailored to the unique needs of real estate companies.
Contact us today and discover how we can transform your real estate marketing game!
