This week on The Home Builder Digital Marketing Podcast, Ed Carey of Audience Town joins Greg and Kevin to discuss the importance of marketing real estate with quality customer data.
It’s challenging, if not impossible, to have a good real estate marketing strategy if home builders don’t know anything about potential customers. Ed says,
“The real estate companies don’t really know their customer and so they just have to buy leads and spend a lot of money from vendors just to get buyers, sellers, and renters. So, some of this stuff is just Hey, if you know who your customer is, you can communicate with them directly. You can give them what they need when they need it. You can be a little bit more in control of your destiny.”
Collecting data is a valuable way to learn and understand customers better. Ed states,
“I just think that moving homes is so unique for people and it’s so hard to do. Transactions are hard. Knowing where to move is now hard. You know, whatever happens in the real estate markets, Covid has changed things forever, and I think you can’t make decisions about marketing real estate without data and good information.”
Customers need to be the focus when creating a marketing plan. Ed explains,
“I’d love to see the industry get to a point where they stop just marketing the property or where the property is and think more about the people that are actually marketing too and what their needs are and what their fears are and what their desires are. I think if they do over a period of time, real estate marketing can catch up to the present.”
Listen to this week’s episode to learn more about using good customer data to improve marketing efforts.
About the Guest:
Ed Carey is the founder and CEO of Audience Town, a consumer analytics platform for the real estate industry that offers business intelligence, data, and measurement products across all marketing channels.