I like to think that marketing is like writing a love letter, you need to understand very well the feelings and motivations of the other person to be able to correctly carry out a strategy and that this “letter” reaches its objective.
But just as in love, the real estate market is suffering, especially the luxury segment, where we have seen dramatic changes in recent years, which has led to what specialists have called a “lead crisis”. This phenomenon has complicated the generation of quality leads, affecting both marketing agencies and digital real estate. At Nolabwith operations in Mexico and Spain, we have become leaders in the high-end property sector by developing marketing strategies adapted to this new reality. In this article, I have tried to explore the causes of this crisis, providing relevant data and useful tips for marketing managers and digital advertising consultants looking to generate better results and make informed decisions. It’s good advice, and it’s free.
Digital saturation and fierce competition
One of the biggest challenges we currently face is the saturation of the digital market. The massification of advertising campaigns has increased competition on key platforms such as Facebook, Instagram and Google. According to a HubSpot study, the cost per click (CPC) in digital advertising has increased by 15% in the last year in sectors such as real estate, and is expected to continue to rise. This saturation hinders the ability for real estate companies to stand out from the sea of ads, especially when it comes to capturing the attention of high-net-worth clients looking for exclusive properties.
At Nolab, we have mitigated this challenge by implementing hyperspecific strategies. We use artificial intelligence and machine learning to identify behavioral patterns in our target audience and optimize our campaigns in real time. The key is to offer personalized experiences that resonate with the aspirations of luxury property seekers, which has allowed us to maintain high effectiveness despite the competition.
Seasonality is another key factor for the success or failure of your campaigns, if you activate in a season like the Buen Fin, for example, you will be frustrated and you will surely spend more money. It is logical and normal for this to happen due to the nature of the platforms that work based on bids but also to get the ad to the most people with the budget they allocate. So what to do? In these cases, unless your project has the budget to compete with the big corporations that invest millions of pesos during those weeks, you should withdraw and run maintenance campaigns and not high performance ones.
The changing behavior of the luxury shopper
The profile of the luxury buyer has evolved significantly. According to a Knight Frank report , buyers of prime properties now take an average of 14 months to make a decision, compared to the 8 months it used to take 5 years ago. This shift reflects the increasing importance consumers place on pre-purchase research, especially in times of economic uncertainty.
In response to this, we have adjusted our lead generation and nurturing strategies internally, providing rich and relevant information at each stage of the buying process. Our campaigns not only focus on capturing the initial attention, but also on accompanying the buyer throughout their journey, from the first interaction to the final decision, offering them valuable content through channels such as email marketing, WhatsApp Business and interactive experiences.
Luxury property buyers today are more cautious and better informed. The decision cycle has lengthened, in part, because of the wealth of information available online. Today 87% of luxury real estate buyers begin their search on digital platforms, according to a study by Luxury Portfolio International, which means that the leads that agencies capture today are much further along in their research process. This requires campaigns with higher quality informative content that can answer their questions and lead them to conversion without saturating them with intrusive advertising.
The impact of economic uncertainty
The global economy has been another determining factor in the real estate lead crisis. In markets such as Mexico and Spain, where Nolab has a strong presence, luxury property buyers are more cautious due to volatile interest rates and inflation. In Mexico, for example, BANXICO has maintained a restrictive monetary policy, with high interest rates to control inflation, which has affected the confidence of real estate investors.
To counteract this trend, at Nolab we are committed to generating a sense of urgency and opportunity. Through our campaigns, we emphasize the fiscal and long-term investment benefits that luxury properties offer, especially in high-value destinations such as Polanco, Santa Fe and Lomas de Chapultepec in Mexico City, or Madrid and the Costa del Sol in Spain. In addition, our experience in selling properties under programs such as the Spanish Golden Visa has allowed us to close sales with international clients interested in acquiring European residency (by the way, if you haven’t heard, this year this visa is coming to an end).
Advertising that really works
Traditional targeting is no longer useful, nor are campaigns that are too open, much less the advice of Meta or Google consultants who only want you to spend more on their platforms. The key to overcoming the lead crisis lies in the continuous optimization of our advertising strategies. Artificial intelligence has played a key role in advanced targeting, allowing us to connect with buyers who really have the right profile and purchase intent. In this sense, at Nolab we have prioritized the following aspects:
- Precise audience segmentation: We use demographics, interests and purchase behavior to create hyper-segmented buyer profiles. We try to know the customer’s digital action profile (remember what I was saying about the love letter at the beginning?).
- Lifestyle-focused creativity: Our ads not only sell properties, but offer an aspirational vision of what it means to own a residence in the most exclusive areas of Mexico and Spain. This generates an emotional connection with prospects. We work very hard to achieve a sensory experience through the images without going too far out of our line, well sometimes a little.
- Effective retargeting: We take advantage of retargeting campaigns to maintain the visibility of properties in front of potential buyers who have shown interest, and thus shorten the buying cycle. WhatsApp and the interactions with users on this platform is pure magic for our strategies.
The future of luxury real estate marketing
Looking ahead, the real estate lead crisis will not disappear overnight. Real estate companies and marketing agencies that want to thrive in this environment must adopt a flexible, data-driven approach. At Nolab, we are committed to continuing to lead innovation in luxury advertising campaigns, using the best technological and creative tools to stay ahead of the curve.
With the right strategies, marketing managers and digital advertising consultants can navigate the crisis and emerge stronger. In the end, those who are able to connect with their audiences in the most meaningful and personalized way will be the ones who generate quality leads and make sales, even in the most challenging markets.
I invite you to take your real estate marketing strategy to the next level, if you are not ready I am sure that your competition will be ready and they will either read this guide very carefully or call me first. In either case you will win… So if you are also looking to sell that property or that high value project let me know and let’s schedule an appointment.
Good sales,
– Gus.
