The property development market is highly competitive. Whether you’re looking to sell new homes or promote a new development, the challenge is the same: getting your message in front of the right audience.
For housebuilders, traditional marketing methods like billboards, print ads, and word-of-mouth still play a role. But in 2024, digital advertising is critical for reaching a tech-savvy audience who start their property search online.
In this article, we’ll explore how housebuilders can leverage online advertising platforms, including LinkedIn, to target potential buyers effectively. From Google Ads to Facebook, Instagram, and LinkedIn, we’ll cover the key strategies you can use to ensure your developments don’t go unnoticed.
1. Understanding Your Target Audience
Before you invest in any advertising, you need to define your target audience. For housebuilders, the audience might include:
Each of these groups has specific needs and digital habits. Using detailed targeting options from platforms like Facebook, Google, and LinkedIn, you can narrow down your audience based on factors like location, age, job title, and even online behaviour.
For example, Google Ads allows you to target users based on their search behaviour—ideal for when prospects are actively searching for new homes. Facebook and Instagram let you get more granular with demographic data such as income level, family status, and interests, making them effective platforms for targeting families or lifestyle buyers.
2. Using LinkedIn for “B2C” Property Marketing
While LinkedIn is traditionally seen as a B2B platform, it can be a powerful tool for housebuilders to reach key decision-makers and high-net-worth individuals. Professionals in senior roles—think CEOs, CFOs, and senior managers—are often in a position to invest in properties or seek out developments for their families.
Here’s how you can use LinkedIn to target relevant audiences:
3. Visual Storytelling on Facebook and Instagram
When it comes to selling homes, visuals are everything.
Facebook and Instagram are ideal platforms for showcasing stunning visuals of your new developments. Use professional photography, 3D renderings, and even drone footage to give potential buyers a real feel for the properties.
4. Google Ads for Intent-Based Marketing
While visuals can inspire, Google Ads can help you capture demand when buyers are actively searching for new homes. With Google’s intent-based targeting, you can place ads in front of users searching for keywords like “new homes in [location]” or “buy property in [city].”
5. Retargeting: Don’t Let Interested Buyers Slip Away
One of the most powerful tools in digital advertising is retargeting. After a potential buyer visits your website or engages with one of your ads, you can follow up with retargeting ads on platforms like Facebook, Google, and LinkedIn.
6. Tracking and Optimising Your Campaigns
Finally, as with any digital marketing effort, tracking and optimisation are crucial. Use platform-specific analytics tools to monitor the performance of your ads:
By regularly reviewing these metrics and adjusting your targeting, creative, or budget, you can continuously improve the performance of your campaigns.
Online advertising offers housebuilders a powerful way to reach potential buyers where they spend most of their time—online. From Google to Facebook, Instagram, and LinkedIn, each platform has unique strengths that can help you connect with different segments of your audience.
By using a combination of intent-driven ads on Google, visual storytelling on Facebook and Instagram, and professional targeting on LinkedIn, you can ensure your developments get the visibility they deserve.
Start small, test what works, and scale your efforts as you see results.