New Home Marketing Strategy - Pre Construction Marketing & New Build Lead Generation

Summary

In this video, Mike Gerard from EXP Realty shares seven essential strategies for marketing new construction and pre-sale properties effectively. These strategies include creating engaging long and short-form videos, using carousel photos to showcase renderings, sharing behind-the-scenes updates to build excitement, offering full property tours, highlighting the surrounding community, providing status updates, and leveraging Facebook ads for targeted exposure. By following these steps, real estate agents can generate steady buyer interest and maximize their marketing efforts with minimal legwork, ultimately driving successful sales for new developments.

Takeaways

• 😀 Long and short-form videos are essential for showcasing new developments and creating buzz around pre-construction properties.
• 😀 Carousel photos, including renderings and floor plans, are effective for sparking interest on platforms like Instagram, Facebook, and LinkedIn.
• 😀 Behind-the-scenes content, such as construction progress updates, helps nurture interest and keeps potential buyers engaged over time.
• 😀 Full property tours, both in long-form (YouTube) and short-form (TikTok, Instagram Reels), are powerful tools to highlight property features and amenities.
• 😀 Sharing information about the surrounding community is critical for potential buyers, especially those moving from out of state or country.
• 😀 Regular status updates, through live videos or social media posts, help build anticipation and maintain interest in the development.
• 😀 Facebook ads, featuring exclusive early-bird pricing or first-look opportunities, can effectively target local buyers and generate leads.
• 😀 Value-driven marketing works best for pre-construction properties, as you can offer insider information and early access to prospective buyers.
• 😀 To successfully market new developments, aim for a blend of both organic content (videos, posts) and paid promotions (ads).
• 😀 Building a personal brand through consistent video content, where you're involved in the content, is key to establishing trust and credibility with your audience.

Q & A

Why does marketing new developments and pre-construction properties generate high conversion rates?

New development and pre-construction properties offer a value-driven approach because they often have exclusive information not available to the public, such as early access to pricing, design, and layout details. This creates urgency and appeal, making it easier to convert leads into buyers.

What types of videos should be used when marketing new developments?

Both long and short-form videos should be used. Long-form videos, like YouTube videos, are great for in-depth tours and detailed explanations of the development. Short-form videos (e.g., Instagram Reels, TikTok, YouTube Shorts) are perfect for teaser clips and engaging quick content that sparks interest.

How can carousel photos benefit a marketing campaign for a new development?

Carousel photos, which showcase a series of images in a sequence, can be used to display renderings, floor plans, amenities, and other aspects of the development. These are effective on platforms like Instagram, LinkedIn, and Facebook, helping to generate curiosity and engagement with the target audience.

What role do behind-the-scenes stories play in marketing new developments?

Behind-the-scenes stories keep potential buyers engaged by showcasing the progress of the development. Regular updates from the construction site, such as framing or drywalling, help create a sense of connection and excitement as people feel involved in the project’s journey.

Why are full property tours important in marketing new homes or developments?

Full property tours, both in long-form and short-form, offer an in-depth look at the development, helping buyers visualize what the space will be like once complete. These tours also improve search visibility online, especially when optimized with the right keywords like the builder's name and model details.

How can agents effectively highlight the community around a development?

By providing context about the neighborhood, including local amenities like shopping centers, parks, schools, and public transportation options. This helps potential buyers understand not just the development, but the lifestyle that comes with living in that area, which is a key factor in their decision-making process.

What is the importance of giving consistent status updates throughout the development process?

Regular status updates help to maintain interest and build anticipation. Whether through live videos or progress posts, they show the development's evolution, which helps keep potential buyers engaged and feeling involved in the project's success.

What is the best way to use Facebook Ads to market new developments?

Facebook Ads can be used to target specific geographical areas and demographics. Running ads with carousel photos or property tours can create urgency by offering early bird pricing and exclusive access to the development before it launches to the public.

What are some key strategies to create urgency in new development marketing?

Key strategies include offering early access to pricing and floor plans, highlighting the opportunity to choose units before the public, and emphasizing that the best pricing is available before the general release. Facebook Ads can also create urgency by targeting local buyers with limited-time offers.

How can social media platforms be used to spark interest in a new development before it's finished?

Social media platforms like Instagram, TikTok, and YouTube can be used to share teasers, renderings, and development updates. Both short-form content (Reels, TikToks) and long-form videos (YouTube) help build excitement and interest before the physical property is completed.