by threshold | Jul 24, 2023 | Creative, Digital Marketing, Marketing
Ava Page
Recall the most impactful advertisement you’ve ever seen. Now, think about what made it so special.
Was it humor? Inspiration? A powerful call-to-action that you felt in your bones?
Lucky for you, our marketing experts are able to come up with ad copy that offers that same kind of recall every. single. time.
We’ll reveal some secrets to help you create ad copy that grabs attention, sparks curiosity, and generates those oh-so-satisfying clicks.
So, settle in, get comfortable, and let’s sprinkle some magic onto your ad campaigns!
be bold.
When it comes to ad copy, brevity is the name of the game.
You’ve got a limited number of characters to capture your audience’s interest, so make every word count. Craft a headline that pops and a compelling description that leaves them wanting more.
Embrace your brand’s unique personality and inject it into your copy. Go on, let your words shine!
speak to their desires.
To grab those clicks, you need to speak directly to your audience’s deepest desires. Put yourself in their shoes and understand what motivates them.
Are they seeking a solution to a problem? Looking for a touch of luxury? Wanting to unleash their inner adventurer?
Tailor your ad copy to resonate with their aspirations and show them how your product or service can make their dreams come true.
add a little humor.
Who said ad copy couldn’t be fun? A little humor can go a long way in capturing attention and creating a memorable impression.
Infuse your copy with clever wordplay, witty puns, or a playful tone. But remember, keep it authentic to your brand’s voice.
If humor aligns with your personality, let it shine and watch as your clicks skyrocket!
show them the benefits.
Don’t just list the features of your product or service—highlight the benefits. Help your audience envision how their lives will improve by clicking on your ad.
Will they save time, save money, or unlock a new level of productivity? Paint a vivid picture of the positive impact your offering will have on their lives.
After all, who can resist the allure of a brighter, better future?
craft a powerful call-to-action.
Your ad copy needs a clear call to action (CTA) that tells your audience exactly what you want them to do next.
Use action-oriented verbs like “Shop Now,” “Learn More,” or “Get Started.” Make your CTA compelling and urgent, enticing them to take immediate action.
Remember, a well-crafted CTA can be the final nudge your audience needs to click that button and discover what you have to offer.
test, and test again.
Creating high-performing ad copy is an ongoing process. Don’t be afraid to test different variations and see what resonates best with your audience.
Play around with headlines, descriptions, CTAs, and even visuals. Track your click-through rates, analyze the data, and make data-driven optimizations.
The more you experiment and fine-tune, the closer you’ll get to unlocking the ad copy magic that generates the highest possible clicks.
to conclude.
Crafting ad copy that generates clicks is equal parts art and science. By being bold, concise, and speaking to your audience’s desires, you’ll capture their attention and pique their curiosity.
Injecting humor and highlighting the benefits will create an irresistible allure, while a clear call to action will guide them towards that coveted click.
Remember, the journey to click-worthy ad copy is an ongoing one, so embrace the process, test, and optimize along the way.
before you go
If you’re looking to take your ad copy to the next level, our marketing team is here to help.
Our team of creative doers can sprinkle some magic into your campaigns, ensuring your ad copy generates the highest possible clicks each and every time.
Get in touch with one of our marketing experts today, and let’s get rocking.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the Content Marketing Specialist at Threshold.
In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in digital marketing strategies both internal and client-facing.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | Jun 24, 2023 | Creative, Digital Marketing, Marketing
Ava Page
In today’s market, if you don’t have a standout brand, you might as well be invisible – but never fear.
We’re diving into the essence of building an authentic brand that resonates with your audience, so that everyone who engages with your brand thinks, “Yep – I’ve gotta work with them“.
In a world dominated by fleeting trends and constant noise, authenticity is the key to standing out and forging lasting connections.
So, grab your favorite beverage, settle into a cozy spot, and let’s explore the wonderful journey of creating an authentic brand together.
embrace your identity.
Authenticity starts with self-discovery. Understanding who you are as a brand is fundamental to building an authentic identity.
Take a moment to reflect on your core values, mission, and unique qualities. Embrace what makes you special and weave it into the fabric of your brand.
By staying true to your essence, you’ll attract like-minded individuals who resonate with your purpose.
know your audience.
Building an authentic brand requires a deep understanding of your target audience. Take the time to listen and learn about their needs, desires, and pain points.
By developing empathy and connecting with your audience on a personal level, you’ll be better equipped to create meaningful experiences and solutions that genuinely resonate with them.
consistency is key.
Consistency breeds familiarity and trust. Ensure that your brand voice, visual identity, and messaging align across all touchpoints.
From your website to your social media platforms and customer interactions, strive for a cohesive brand experience.
This consistent approach will create a sense of reliability and authenticity, earning the trust of your audience over time.
keep it real.
Authentic brands are built on honesty and transparency. Be open about your values, processes, and even your shortcomings.
Authenticity thrives in an environment of trust, and being transparent about your brand’s journey creates a genuine connection with your audience.
When you make a mistake, acknowledge it, learn from it, and communicate your commitment to improvement.
engage and listen.
Authenticity goes hand in hand with active engagement. Encourage conversations with your audience through social media, blog comments, or even offline events.
Engaging with your customers and truly listening to their feedback shows that you value their opinions and are committed to serving their needs.
By actively involving your audience, you can refine your brand and create experiences that resonate deeply.
celebrate your community.
An authentic brand understands that success is a collaborative effort. Celebrate and shine a spotlight on your community of customers, fans, and advocates.
Share their stories, testimonials, and experiences to create a sense of belonging and foster genuine connections.
By placing your community at the heart of your brand, you create a bond that extends beyond transactional relationships.
to conclude.
Building an authentic brand is a journey that requires self-reflection, understanding your audience, and a commitment to transparency.
By embracing your true identity, consistently delivering on your promises, and actively engaging with your community, you can forge deep and meaningful connections that will differentiate your brand in today’s crowded marketplace.
Remember, authenticity is a superpower that can transform your brand into something extraordinary.
So, go forth, be authentic, and let your brand shine!
before you go.
At Threshold, we specialize in helping brands discover and unleash their own authentic voice. If you’re looking for some professional guidance on your brand’s journey, we’d be thrilled to assist you.
Get in touch with one of our marketing experts today to embark on an exciting adventure of creating an authentic brand that connects with your audience on a profound level. It’s kind of our thing.
For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website!
You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!
about the author.
Ava is the Content Marketing Specialist at Threshold.
This makes her responsible for the content creation and management of all Threshold and PromoShak social channels, blog content, and SEO maintenance, and aids in digital marketing strategies both internal and client-facing.
When she’s not busy creating content, you can usually find her picking out new plants, island-hopping, watching Duke basketball, or spending time with her fur babies.
by threshold | Jun 15, 2023 | Creative, Digital Marketing, Marketing, Thought Leadership
Laura Robbins
Your brand story is the soul of everything you do. In a world of ever-increasing competition and constant bombardment of advertisements, your “why” as a company, brand, and business is just as important as the services you offer, the apartments you lease, and the products you sell. Connecting with your audience on a deeper level has become the key to successful marketing.
Your brand’s story holds the power to captivate, inspire, and foster a genuine connection with your target audience. Let’s explore several powerful ways to share your brand’s story and make an indelible impact on your customers, shall we?
craft a compelling brand narrative.
What’s your humble beginning? What are the core values, mission, and vision that drive your business? Crafting a story that highlights your brand’s journey, challenges overcome, and triumphs achieved will tap into the emotional response of your target audience. It conveys authenticity and can transform your brand from being a mere product or service provider to a source of inspiration and trust.
Stuck? Go back to the basics with a simple principle: why it all began.
showcase your people.
Humans are visual creatures. It’s human nature to feel more connected to a brand with a face. Leverage behind-the-scenes footage that resonates with your audience. Engaging visuals not only grab attention but also make your brand story more memorable and shareable.
leverage customer success stories.
Your customers are an invaluable asset when it comes to sharing your brand’s story. Encourage them to share their experiences, testimonials, and success stories. User-generated content adds an authentic touch to your marketing efforts, demonstrating real-world examples of how your brand has positively impacted people’s lives. Think about it, who wouldn’t be drawn to live in an apartment community that has so many real happy endings?
don’t forget: share your storytelling across all channels.
Your brand’s story should permeate all your marketing channels consistently. From your website and social media platforms to email campaigns and advertising, ensure that your narrative is integrated seamlessly. Develop a cohesive brand voice and tone that reflects your story, creating a unified experience for your audience across various touchpoints.
Why? Consistency helps reinforce your brand’s message and fosters brand recognition, making it easier for customers to connect with your story.
to sum it up.
Sharing your brand’s story is an integral part of effective marketing, allowing you to forge meaningful connections with your audience. Remember, your brand’s story is unique and deserves to be shared. At Threshold, we believe in storytelling’s power and are committed to helping businesses unlock their brand’s potential through compelling narratives. Watch as your marketing efforts become more impactful and resonate with your audience on a deeper level.
For more tips and information about marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!
by threshold | Nov 30, 2022 | Creative, Digital Marketing, Marketing
Ava Page
|
Even though many people’s first impression of TikTok users is that they’re all young – far too young to be thinking about buying or renting homes – this mindset couldn’t be further from the truth.
While it is true that the majority of TikTok users (57%, to be exact) are between the ages of 10 and 29, the largest active demographic of that majority are between the ages of 17 and 29 – the perfect age to begin targeting potential renters and homebuyers.
Now, that leaves the minority 43% of users who are over the age of 30. While it may seem like a low number to begin with, one must remember that 43% of TikTok users amounts to 430,000,000 people. Yes, you read that right! That’s 430,000,000 potential users that could be looking for homes to rent, or buy.
When you break down the numbers like that, NOT using TikTok ads seems like a devastatingly missed marketing opportunity, wouldn’t you think?
Why should you be using TikTok?
Algorithm Targeting
TikTok allows its users to see personalized content at a higher rate than any other social media platform due to their specific algorithm on each user’s For You Page (FYP). This allows users to market to their target audiences at higher rates than any other platform, and is exactly why you should jump in as soon as you can!
Engagement
According to a Nielsen study, TikTok users engage more than any other social media, with an estimated 79% of users reading the comments on the videos they watch, and over 50% say they regularly save sound clips or search through hashtags in a video.
Maximize ROI
Overall, Tiktok’s algorithm ensures that the majority of users who will be viewing your ads will already show an interest in real estate, home and apartment renting, buying, or selling. Because of this, a Nielsen study conducted by TikTok found that nearly 90% of TikTok users enjoy discovering new content and products while scrolling. As if that’s not enough, over 50% of responders said they have discovered new products through TikTok ads that they directly acted through when purchasing. Over 80% said that TikTok in general – ads or regular content – inspired their purchases.
What content should you include?
Keep up with trends
- Not only will including popular trends increase your chances of winding up on someone’s FYP, it will also engage users far longer than a bland template and content they won’t recognize. This can be as simple as including a trending song, or as involved as including a dance, challenge, or other trending activity in your content. The more relatable your content, the more views, and eventual leads you will receive.
Use trending hashtags
- Real estate TikTok is no new feat, so take advantage of those who came before you and learn what hashtags are trending in the industry. Including hashtags with your content only increases your odds with the algorithm of landing on more users’ FYP.
Keep your content simple and straightforward
- TikTok is not a place where users come to dive deep into intricate content. If their attention is not caught within the first 2-3 seconds, your ad will be skipped without a second thought. Clear, concise messaging and branding is key for TikTok ads, so be sure and get your point across and gain their attention quickly.
See the numbers for yourself
Before you set up your TikTok ad, it’s important to discuss how TikTok ads can result in increased traffic and lead generation for your real estate properties. Let’s take a look at the numbers:
- Real estate listings and ads with video receive 403% more inquiries than those without
- Video advertising results in 300% more traffic for generating new leads in real estate
- 70% of homebuyers and renters watch video tours before signing a lease or mortgage
- Over 36% of homebuyers and renters say they would sign on a home or apartment entirely online, without ever visiting the property
Bottom Line
With stats like these, it’s hard to say no to using a platform as popular as TikTok, with over 1 billion active users, to streamline your real estate marketing campaign.
By using your ads to drive traffic to your website or landing page, the conversions will soon follow, resulting in a direct increase in property leads.
For more tips and information about digital and real estate marketing, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!
by threshold | Nov 15, 2022 | Creative, Digital Marketing, Marketing, Thought Leadership
Laura Robbins
|
You have your property amenities sorted, your pricing figured out, and your interior design developed. But what does that all mean if you don’t have a name that fully captures the specialty of your real estate building?
Choosing a brand name is one of the most significant aspects of a brand development process. The right name creates an image of your property and brand in the mind of potential customers, sharing the idea of what you’re all about. And, it’s the most important keyword for internet searches.
A strong brand name should be:
- Meaningful: It communicates a brand story and creates an emotional response
- Unique: It should be memorable and stand out from your competitors
- Easily Understood: Avoid words that are hard to read or pronounce – they won’t stick in people’s minds
- Visual: It should lend itself to strong brand colors and imagery
- Future-Proof: You want your name to work now, and ten years from now, so veer away from names that feel really timely
Work backward. Decide what your brand identity, such as target audience, culture, mission, and purpose, will be, and then begin brainstorming names that line up with those needs.
Feeling stuck? Follow along for some tips for determining a successful name for your brand.
Reflect On Your Company Values
Think about your property’s mission statement or parent company’s values – what is it your company stands for, and how can your name tie back to that? Spend time with what your property is trying to achieve, focusing on your purpose and vision. Determining the heartbeat of your brand can lead to a stronger name association down the road.
Connect Your Name To A Story
We communicate in stories, and talking about a brand is no different. Effective marketing connects to a larger target audience through storytelling, which is why your property name needs to mean something. If someone asks you why you named the property what you did, and all you have to say is that it sounded cool, you’re missing out on some really good marketing.
Think about the history of the city your property is located in, what it’s known for, or what interests your target audience has, and then go from there.
Having a great story also allows for stronger visuals (think website design, brochures, signage, temporary leasing space designs), as the logo, colors, and brand patterns all have a north star to draw from.
Less Is More
Short and snappy wins the race! You want to limit the length of your brand’s name, as anything longer than three or four syllables will only be harder for your potential audience to remember. The final name should be punchy, and this is best determined by running any potential names by those who aren’t part of the brainstorming, allowing for fresh eyes and fresh opinions.
Here is where you’ll also want to factor pronunciation into the mix. Your property name won’t only live on signage and a website, it will be said by residents in passing, and therefore shouldn’t be something that’s hard to say or spell. So remember to say any names aloud!
Remember Your Competitors
The last thing you want is to come up with a really amazing name, only to find out a direct competitor has something similar. Standing out from your competition is a key factor in your brand name and final brand visuals, which is why doing research on your market early on is essential.
Consider Creating A New Word
The best way to avoid having the same name as someone else? Create a non-dictionary word. Your name should still have meaning behind it, and not just be created out of thin air, but there are a few ways you can create new words, like:
- Mashing up two words together
- Spelling an existing word in a new way
- Creating a word where each letter stands for something
Plus, what’s more fun than being the owner of a completely new word?
Think About SEO
You heard it here first, do not skip thinking about SEO (Search Engine Optimization) when it comes to naming your brand or property. SEO plays a key factor in determining how popular a potential name is for organic and paid searches.
Say you’re naming your property Dragon (not a great name, but work with us here), then Googling that name will bring up a lot about dragons themselves, the television series “House of Dragon,” a speech recognition software called Dragon, and restaurants in your area with Dragon in the title. A generic name like that could make it hard to stand out in the very competitive search engine space.
Psst. This is why creating a new non-dictionary word might help!
In Summary
The success of your brand and property depends largely on the branding, which begins with a really great name. A name that’s meaningful to your audience, lends itself to great visuals, is short and snappy, and is easy to remember. A name that stands out from your competitors and can be relevant for your audience today, and in many years to come.
Don’t let determining a name feel overwhelming! Have fun with the process and see what unique options you come up with.
For more tips and information about company and real estate branding, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!
by threshold | Jul 25, 2022 | Creative, Digital Marketing, Marketing
We know it isn’t easy to find a place to start when it comes to creating a marketing strategy for brand new developments. That’s why we’re here to help you! Check out this list of real estate marketing tactics for your new development, and let us help you get started.
Always Start With Market Research
Not sure where to start? Market research is the perfect place to begin to define your product and audience. Who are you trying to target? What are your biggest selling points? What differentiates you from your competition? Hold a focus group to see what really resonates with the audience you’re looking to target. Researching your market is only the first step in effectively building your brand and marketing strategy. In order to truly implement a successful marketing campaign for your new development, you must stay on top of marketing trends within your market and target audience.
Develop Branding Early On
After your market research is complete, it’s time to start branding your new development. Building your brand, even if you know exactly what you want to create, can be a challenging process, but take it one step at a time! Trying to do too much at once can result in your final product feeling rushed, and that’s the last thing you want for your brand.
Naming
Simply put, decide what you want your brand to go by – this is the fun stuff! Keeping your name simple allows you to focus on what you’re trying to promote so it doesn’t get lost in your messaging. Remember that focus group we recommended? Present your favorite 3-5 names to a diverse group of people who fit within your target audience to determine what name will resonate best in the market and with your audience.
Logos
Once your name is chosen, start working on your logo design. The most important thing for you to keep in mind when designing your logo is what kind of scheme you want to follow. Your logo will drive the rest of your brand, and creating a cohesive brand across platforms is what will set you apart from the competition and will seriously boost your brand image!
Voice
Similar to brand image, brand voice is something that needs to be established early on in the development process. However you want to be known is up to you, but keeping that voice consistent across all platforms and communication shows that your brand knows exactly what it is and what it wants.
Create An SEO-Friendly Website
Once you’ve nailed down your branding, it’s time to start building your website. The best way to connect with current and prospective tenants is to allow access to a functional and well constructed website. Launching a branded landing page while your full website gets built is the best way to begin building an audience while capturing valuable traffic. Encourage VIP sign-ups through your contact form and send them teaser content about what’s coming to the market.
While your landing page is getting to work on capturing leads and traffic, this gives you time to spend on your full website. Here are some key considerations you’ll want to be sure to include:
- Invest in high-quality interior and exterior renderings to display until you have hi-res photography of your new development
- Invest in high-quality 2D or 3D floor plans and prominently display them on your home page and floor plans page
- Consider PMS integrations like Entrata or Yardi for a seamless user experience
- Include virtual tours for those that may not be able to visit your property in person
- Utilize a chatbot for lead capture and engagement
- Include videos of your community or walk-throughs of your floor plans
While video and high quality renderings and photography are important to include on your website, don’t forget about including a well researched SEO marketing keyword strategy. Building a website that not only looks good but is built with foundational SEO is key to increasing organic traffic to your website for high volume, low competition keywords. And we can’t stress this enough, ensure that you have added Google Analytics to your website to measure traffic and user behavior on the site.
Design Branded Marketing Collateral
Even though our world is becoming increasingly digital, marketing collateral still has a purpose. If you are trying to save on print costs, one of the perks of brochures, flyers, or floor plan sheets is that they can all be digitized and sent through email or displayed on your website.
- Printed or Digital Brochures
- Printed or Digital Flyers
- Stickers
- Pocket Folders
- Printed or Digital Branded Floor Plan Sheets
- Permanent Signage
Bonus: Take advantage of QR Codes on your marketing collateral! Rather than just including a link, give them that direct and instant access with a QR code to whatever it is you are highlighting in your promo product.
Promotional Products
Let’s be real – every offer is a little sweeter when there’s swag involved! Creating and developing promotional products offers a sense of personalization. Always make your residents (both current and prospective) feel like they are important, because they are! When choosing your promotional products, be sure they are items useful and relevant to your target audience. You won’t want to give koozies and bottle openers to senior living residents, just as you wouldn’t want to give an eyeglass case to those in student housing. Stay on top of marketing trends to know what the best supplies are for your target market!
Take advantage of your location as well! Live near a beach, lake, or river? Items like sunglasses and beach bags are great products! Located near the mountains? Custom hiking and biking accessories could be a great way for you to develop that relationship with potential and current residents. See where we’re going with this? Marketing assets are all around you if you know where, and how, to look.
While it can be fun crafting designs for your promotional products, it’s best to keep things simple – you don’t want to overwhelm your promotional products. Using your brand’s color scheme and including a simple, clear logo is going to be far more effective than creating a flashy design that takes away from the purpose – to promote your brand!
Don’t Forget Content Marketing
Social Media
In today’s age of social media, it’s no surprise that it has become such an important part of marketing – especially in real estate marketing. Promote yourself across different platforms, like Facebook, Instagram, and TikTok, to ensure that your message reaches the maximum potential target audiences, focusing on content that sets you apart from your competition. No matter which platforms you use, remember to stay active to gain new followers, and to engage with them frequently.
Email Marketing
Email marketing, when done correctly, can still be a very powerful tool that helps drive and nurture leads. If you’re looking for how to more effectively utilize an email marketing campaign, we recommend taking a look at our recent post on How To Use Email Marketing To Nurture Leads & Learn More Leases.
Google My Business (GMB)
Completing and verifying your GMB profile is not only a great tool for boosting engagement and your online presence, but it also improves your local SEO ranking. GMB profiles provide the opportunity for people to review your business and it gives you an opportunity to engage with and respond to the reviews. But do you know about GMB posts? Promote events or offer limited time specials through your posts to drive traffic to your website. GMB posts are a must to help share relevant content and information all while building your location authority. This tells Google that your business is legit, so over time, you’ll rank higher in the search results.
Invest In Digital Marketing
Now that you’ve identified your brand, built your brand, and teased your brand through organic content, you might be thinking you’ve done everything you need to do. Not quite. Knowing how to effectively implement paid strategies during each phase of your new development is another great tool to have in your pocket. We recommend breaking your real estate digital marketing strategy into four phases:
Phase 1: Brand Awareness
Starting with a small budget, build brand awareness in the early stages while your new development is being built through the use of display campaigns. Serve ads through the Google Display Network or start with a social ads campaign with “Coming Soon” or “Sign Up For Our VIP List” messaging by targeting a local radius and specific audiences, like people who are “renters” and “moving soon.” As you continue to drive traffic to your landing page or website through both paid and organic channels, you’ll be building an audience that can be retargeted later on in your lease-up strategy.
Phase 2: Pre-Lease
As you move into pre-leasing, it’s time to think about ramping up your budget for paid advertising to drive as much traffic as you can to start signing leases. We recommend launching a Search campaign at this stage while utilizing “Now Pre-Leasing” or “Secure Your Spot Early” messaging. As you drive traffic to your website through targeted keyword searches, consider pairing your paid search campaign with a strong retargeting campaign to target previous website visitors to continue to build brand awareness and drive even more traffic to your landing page or website.
Phase 3: Now Open
Congratulations! Construction is complete and you are ready to start actively leasing for people looking to move-in now. Adjust your messaging to drive urgency around immediate move-ins. And if you haven’t had professional photography taken, now is the time. Don’t even think about decreasing your budget just yet! If you haven’t reached 92% occupancy, those paid advertising dollars are still going to be put to good use as you lease-up your remaining units.
Phase 4: Maintain
We think another congratulations is in order now that you’ve reached your leasing goals. Once you reach stabilization, we recommend pulling back on your digital marketing budget, but don’t turn everything off completely. You’ll start to move into renewals soon and may see some turnover, so it’s best to continue maintaining your online presence to create a steady flow of traffic to your website to capture renters at all stages of their journey. When they are ready to make a decision about their housing search, we want them to make that decision with you. Plus, turning off your paid advertising and turning everything back on later leads to higher costs down the line. We recommend checking out a previous post about Why You Shouldn’t Pause Digital Campaigns Once You’re 100% Leased.
If you enjoyed these new development marketing tips, feel free to reach out to our real estate marketing experts today to help you with any questions, concerns, projects, or tasks you may have involving your new developments!
