Cotton Digital Marketing
With Cotton & Company’s exclusive focus on real estate marketing, we deliver an unprecedented level of industry expertise to your digital marketing program. We combine innovative digital channels with proven real estate sales strategies – maximizing your budget and driving sales success.
WEBSITE DESIGN & DEVELOPMENT
As the core of any successful online program, your website must be developed to satisfy both the consumer and search engine algorithms. Here, the principles of real estate sales are applied throughout a complex honeycomb structure, yet at the same time creating an interactive and engaging experience for the consumer. Developing a well-planned and relevant website not only benefits organic SEO, but also results in greater cost efficiencies for PPC campaigns and a more compelling presentation of your community.
Organic traffic tends to be the most qualified source of traffic for our real estate clients. We want your communities to be found when prospects begin their buying process, therefore properly setting up this foundation creates a basis for the entire site. The structure of your site must include an integrated strategy designed to work in concert with both your online and offline lead generation programs. Hand-picked keywords and phrases are integrated throughout the program, giving your website the highest opportunity for relevant visibility.
Audience Capture Identity Matching As Smart Phone technology evolves, new Ad Tech companies have been created to constantly acquire valuable market data. Cell phone device IDs are being tracked 24/7, allowing the capture of location based audiences. This data is identity matched with other records to tell marketers consumer demographics, geographic profiles and psychographic buying habits. Targeting audiences that are directly aligned with our buyer profiles have never been more accessible or accurate.
Programmatic Digital Marketing
With the introduction of Artificial Intelligence into the digital marketing platforms, virtually all aspects of SEM placement have become programmatic in nature. Programmatic campaigns allow for multiple ads to be fed to multiple audiences, constantly learning which ads are more successful. Digital television, Social Media and Google SEM Marketing are now about knowing your customer intimately, and targeting closely matched databases.
Streaming Television and Media
Today, more than 50% of the television audience is watching programming on their own time schedule. That means streaming content to their television, mobile phone, iPads and computers. While this results in a smaller broadcast audience, it creates an opportunity for us to target specific television audiences based on the individual consumer profiles. No wasted overflow on unqualified demographics, and a 100% guarantee on full viewership of our ad placement.
Cotton & Company uses a variety of top industry resources and proprietary tools to identify keywords that will be most effective for your specific project. We evaluate the competitive landscape and consumer search patterns as well as assess the cost/benefit of each phrase as it relates to your market. Every property requires a unique approach and an in-depth review to determine the best possible channel to build a solid Internet foundation. Consistent and relevant keywords are the building blocks of success in a digital marketing program, creating visibility and driving targeted traffic to your website.
Data capture is a key objective in all of Cotton & Company’s digital initiatives. Developing landing pages structured to support specific campaigns can be the most effective tool for lead generation and capturing prospective buyers’ contact information. Creating fulfillment tools that inspire the prospective homebuyer to share their contact information is a critical component of the program’s success. By utilizing the landing page to showcase and offer your fulfillment piece to consumers, Cotton & Company successfully attracts more qualified new homebuyer leads.
Digital fulfillment offers the ability to customize your sales presentation based on the individual homebuyers’ preferences. The quality of initial contact often determines whether an Internet lead converts to an on-site visit. Cotton & Company integrates video content, with buyer’s preferences and community details to create personalized digital sales tools. We eliminate printing and postage costs, providing more current information in a more creative and engaging manner.
In these digital days your customers are literally moving targets. Always on the go, they’re searching for real estate on their smart phones and tablets. Integrating responsive programming into every aspect of a website is an absolute must. This eliminates the need for separate versions of a website and the chance that outdated content was overlooked in the last update.
Building strong inbound links from credible sources is important to powering a website. The more quality inbound links a website contains from credible sites, the higher value search engine algorithms place on them. Cotton & Company’s innovative content marketing strategy generates consistent backlinking to support our search engine optimization efforts. By keeping the information relevant and correlated, we are able to further enhance the website, strengthening it for both consumer use and search engine optimization.
Buying a home is a big decision, and today’s discretionary homebuyers have many options to consider. Cotton & Company focuses on the consumer’s thought process, and the location story is often the most overlooked feature and typically the most important. In a competitive market environment, it’s also imperative to showcase every aspect of the amenities, membership program, new home designs and cost of ownership in a manner that educates the homebuyer without overselling. Our custom-published magazines deliver a cost-efficient marketing tool to engage the consumer and real estate broker community, without the limitations of a standard lifestyle brochure. The stories generated for these publications also provide persuasive content for our social marketing, referral programs and public relations initiatives.
Content marketing connects your community to consumers in their day-to-day online activities. The art of storytelling is combined with the science of technology to serve engaging marketing content to potential homebuyers. It’s a delicate balance that utilizes pull-marketing techniques to reach demographically targeted consumers, with added filters for personal preferences and interests. Search engines are also seeking current and relevant information on your website, creating a win-win for the developer. By integrating storytelling into your newsfeeds, social posts and blogs, we not only provide information that influences the homebuyer’s decision, we greatly enhance your organic search engine position.
Never in the history of real estate has there been a more powerful mechanism for targeting your buyer. Today’s social networks have partnered with Experian, the US Census and other data-mining companies to create in-depth personal profiles for online consumers. Using our real estate expertise, we utilize unprecedented targeting tools. The program moves well beyond geographic and demographic targeting to include education, spending habits, recreational and cultural interests, household composition, financial status and other personal preferences. These targeted campaigns are unique to your project, driving relevant consumer traffic to your website reinforcing a multi-faceted marketing campaign.
Whether on Facebook, Twitter, LinkedIn, Pinterest or any of the other social channel, Cotton & Company recognizes the importance of engaging potential homebuyers in conversation. We are never overly salesy, but we’re always educating and intriguing our audience to invite interest in our residential offering. Presenting the information in a thought-provoking way invites conversation, which is driven to deliver action, promoting online consumers to visit your sales office and tour your model residences. Open House this weekend? We’ll get the word out to your prospects… and their friends.
Online Video Content
We live in an age of visual stimulation and delivering thought-provoking video presentations is more important than ever. Cotton & Company understands that buying a home is an emotional decision, and we know how to appeal to both the homebuyer’s heart and head. Through thoughtful messaging, engaging music, insightful art direction and creative visual editing, our real estate expertise brings it all together. Most importantly, search engines and social networks are driving the visual media trend by prioritizing video content in their search results. Lights, camera, action -- Cotton & Company’s in-house team is ready to bring your project to life.
Pay Per Click
SEARCH ENGINE MARKETING
Paid search advertising is a competitive environment for keyword and phrase bidding that is used to direct pertinent traffic to your website. The price you pay for this engagement is directly related to the relevance of the content you’re delivering to the consumer. Cotton & Company’s experts are able to optimize your website and marketing campaigns to work in tandem, thereby lowering costs and raising the performance and effectiveness. Cotton & Company and its in-house digital experts are able to offer a complete understanding of these terms and tools to garner cost-effective paid placements, therefore generating relevant traffic and conversions.
Your prospect database is the lifeblood of your sales program, and its importance cannot be overstated. Cotton & Company’s vast experience with discretionary real estate gives us a deep appreciation for the buyer’s timeline for purchase. With baby boomer retirees planning well in advance of their buying decision, their timeline for purchase can range from several days to several years. Proactively managing your lead database will ensure every dollar your invest in your marketing will create maximum sales results, providing continuity through staff changes and shifting market dynamics. Cotton & Company will assist in setting up your software foundation, train your staff, establish inventory and reporting controls and execute a day-to-day operational plan to effectively manage your real estate leads.
While Cotton & Company utilizes the latest industry tools to initially drive qualified traffic to your site, not everyone always registers. Retargeting is the ability to specifically target ads and campaigns towards consumers that have previously visited your website. When these prospects continue to browse the web it’s like they’re dropping breadcrumbs and we can follow that trail, tapping into their viewing patterns to reach back out, directing these consumers to return to your website for another chance at conversion. By keeping your project in the forefront, we are able to capture the attention and information of prospective buyers.
Turning an Internet lead into an on-site visit requires a comprehensive lead nurturing program. While your sales staff is focusing on the on-site visitors, team Cotton is focused on driving on-site traffic. Through our database e-communication programs, we deliver relevant messages that engage prospects in the buying process. We educate and excite homebuyers and real estate brokers via email, e-newsletters, mobile texting and LinkedIn. Creative digital fulfillment pieces are incorporated to accelerate click through rates, buyer engagement and sales appointments. Cotton & Company coordinates every aspect into a cohesive digital marketing campaign, driving sales absorption from the top down.
Cotton & Company’s vast real estate experience coupled with our powerhouse creative team and in-house digital strategists delivers exceptional fulfillment that generates results. Our creative team delivers top-of-the-line designs unique to the real estate industry, which are then programmed and implemented into the overall marketing strategy. Data is continually collected and analyzed and changes can be made, if necessary, quickly and efficiently to get the best results for your project. Digital creative can be personalized and targeted, based on relevant demographics, interest and home type desired.
MEASURING & REPORTING
Cotton & Company constantly measures, evaluates and optimizes data using a variety of tools. We then determine next steps, identify new opportunities and set goals for future campaigns. These strategic evaluations help bring prospective buyers through the sales funnel while analyzing each step in the process to fine tune the program. Cotton & Company is involved from initial inquiry through closing, helping you attract qualified prospects and convert them into buyers. We do more than pull reports. We are here to translate the data and harness the information, turning it into tactical strategies and successful sales campaigns.
Over the past four decades, Cotton & Company has focused exclusively on the unique challenges of the real estate industry. No other company delivers a more focused perspective, a more insightful strategy, a more innovative methodology or a more integrated and efficient digital program all under one roof. Good news: you’ve found your digital marketing real estate strategists at Cotton & Company.
Sign up to receive our weekly Compendium newsletter, sharing news and updates for the real estate development industry.