Sales tips from Kasper & Kent: Advertise broadly and digitally!

As an owner, you undoubtedly have an advertisement on Immoweb. That's a good first step. But be aware that besides Immoweb, there are many other real estate portals where potential buyers eagerly search for their dream home. The number of portals in Belgium is constantly growing, and prospective buyers are using more and more different ones. There is a trend of fragmentation happening. To reach as many potential buyers as possible, it is essential to advertise on multiple portals simultaneously. If you advertise on only one portal, you will inevitably miss a certain percentage of potential buyers. So, bet on multiple horses at once and advertise on various real estate portals.

 

Be present on all channels:

A classic real estate ad on a real estate portal is one thing, but that is just one of the many communication and advertising channels used nowadays. Potential buyers are just people, and like the majority of the population, they spend most of their online time on the channels and platforms they use daily.

They are constantly connected to their email account, web browser, social media (Facebook, Twitter, Instagram, Pinterest, etc.), messenger applications (WhatsApp, Facebook Messenger, etc.), so it is very important to also be present and advertise your property on these channels (invest a budget). A potential buyer spends only a limited time on a real estate portal, while they stay constantly connected with the above-mentioned channels.

Moreover, experiences are becoming more fleeting and shorter, creating the need for your property to come into a potential buyer's view multiple times. A potential buyer spends a short time on a portal and then leaves the site.

But when they then see your property again on social media or in an online advertisement, your property naturally becomes "top-of-mind." Properties published only on real estate portals generally find it much harder to remain "top-of-mind."

Once your property has been seen on a real estate portal, the next day it is already pushed down by other new ads, and your property gets lost like a needle in a haystack. As an owner, you may not have the marketing know-how to set up and execute a strong digital marketing plan, but a solution could be to see if there is someone in your family or circle of acquaintances who has experience with digital and social media publishing and advertising.

In short, it is advisable to advertise on multiple real estate portals while simultaneously making as much use as possible of the power of all modern communication channels.