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2014 marketing predictions: how did we do?

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07 January 2015

2014 marketing predictions: how did we do?

2014 marketing predictions: how did we do?

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At the end of last year, we made a few predictions about the real estate marketing trends we thought would shape the year ahead. It’s become an annual tradition for us, and so we’re kicking off 2015 by heading back through the archives to see how the predictions we made for 2014 ended up panning out.

Here we go:

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Prediction #1. Continued weakness for newspapers

What happened: Both Fairfax and News Limited continued on their respective downward spirals, with fresh rounds of redundancies at both companies. The local glossies, on the other hand, performed well in a strong market. 

Prediction #2. Domain’s relaunched website would prove a real challenge to realestate.com.au, which would be forced to moderate its price hikes.

What happened: We’re not sure REA lost too much sleep over Domain’s new site. But REA was forced into a rethink after its mid year pricing restructure infuriated pretty much everybody. 

Prediction #3.  Microsites would become mainstream

What happened: Microsites continued to pop up throughout 2014, particularly for high-end properties. But they didn’t quite take off the way we expected, which is a shame, because effective, SEO-optimised microsites have potential as a seriously effective marketing tool. 

Prediction #4. SEO and SEM are here to stay

What happened: Exactly that. A working knowledge of SEO is crucial for real estate websites, social media feeds and blogs. Those who’ve stuck their head in the sand are increasingly being left behind, while those who’ve mastered the complicated and ever changing Google search algorithm and reaping the rewards in terms of traffic and engagement. 

Prediction #5. Magazines would become the centerpiece of many franchise marketing strategies, providing a useful tool for offices to showcase their listings.

What happened: We launched several incredibly successful magazines in 2014. When the necessary time and effort is invested in getting them right, real estate magazines develop a real coffee table feel. They’re not just another catalog to be tossed in the recycling at the end of the week.

Prediction #6.  Letterboxing is here to stay

What happened: We think it’s time for the naysayers who keep insisting that the internet has killed letterbox marketing to rethink their position. The humble drop card is not going away. These bite sized marketing pieces are capable of creating a real impact when clever messaging and eye catching design are utilised. For many of our clients, regular letterbox drops remain a vital marketing tool. 

Prediction #7. Melbourne real estate would take the humble brochure to the next level. 

What happened: The brochure underwent a revolution in 2014, with high-end agencies willing to spend big on tactile, one-off designs. The value of a high impact brochure can’t be underestimated.

Prediction #8. Video would become a routine marketing tool.

What happened: Many agencies implemented video strategies this year. That included everything from simple property tours for listings to snappy auction updates for social media feeds. High quality video content is incredibly popular with buyers and vendors.

Prediction #9. LED lighting would become the next major innovation in sign boards

What happened: We got this one wrong. While LEDs are certainly more prevalent, they are still a niche option due to their lack of brightness and colour.  Watch this space – we got ahead of ourselves on this one, but solar powered lighting is too good a solution for most homes not to take it up.

Prediction #10. That social media would take its rightful place as a small part of the overall marketing spend. 

What happened: Not much changed in the social media space in 2014. The handful of real estate agents who’d mastered the art continued to use it as an effective tool, while many others continued to use it haphazardly.

What trends did you notice in 2014?

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