The Importance of Digital Property Promotion
Estimated Reading Time 6 minutes
For a long time the use of online portals such as Rightmove, Zoopla or On The Market have been at the forefront of the property search process. Listings on these platforms generally direct visitors to a page on an agent’s website. The downside of this, particularly for the prime and super prime market is that these properties are often not afforded a unique and high spec online destination to match the property itself.
The creation of property specific websites complete with bespoke branding provides potential buyers with an immersive first impression of the property, often enabling the visitor to view the property remotely from anywhere in the world. Furthermore, a website allows a property to be marketed off-plan and then updated as the development progresses, in a way a hard copy or PDF brochure cannot replicate.
The website itself is only half the battle. Attracting the appropriate target audience to visit this website is the bigger picture. Using our 10+ years of experience of implementing digital marketing strategies across a wide range of sectors, we are able to hone in on any audience, globally, to raise awareness and spark interest from people who may not even be looking for a property to live or invest in. The tailored website and marketing activity will not replace the estate agents, instead it will compliment the agent by increasing global interest and ultimately drive more qualified viewings where the agent can do what they do best.
Don’t underestimate the need for this provision. It is fast becoming an expected asset from the buyer’s perspective and they are likely to look elsewhere should you not be able to provide this in a timely fashion.
Reaching HNWIs online
The global reach of digital property assets is particularly poignant following Brexit, which weakened the pound and immediately made the UK far more appealing for overseas buyers and investors, particularly those from the US and China given the dollar pound play. The 2017 wealth report shows an outflow of HNWIs from various countries, most notably France, China, Italy, India, Greece and Russia. Furthermore, the below stats demonstrate the importance of digital asset in property:
- 70% of the UK’s high net worth individuals use social media on a regular basis (Social Media Week, LinkedIn)
- 83% of HNWIs use digital for financial services (Accenture Consulting)
- 47% of HNWIs use peer-to-peer platforms at least weekly to explore investment opportunities (Capgemini)
The growth and demographics of HNWIs and UHNWIs
- The demographic of these individuals is changing, with a higher proportion of those aged 30-40
- 27% of UHNWIs base their property search on their children’s education (Knight Frank)
- UK schools show a significant increase in overseas students, predominantly from Asia, Europe and Russia
- The number of HNWIs and UHNWIs are ever increasing as shown below, including the predicted figures for 2026: