Technology is constantly evolving. In the past few years, digital marketing has adjusted to these changes and has made a substantial transformation. In fact, the technology that has enabled these changes and marketing trends is growing so quickly many businesses are having difficulty keeping up.
Competitive marketers are already strategizing and incorporating emerging technologies like virtual reality to create stunning new marketing methods that are immersive, personalized and more efficient than ever before. To stay competitive, you need to look beyond the usual channels, become aware of the latest marketing trends and leverage new technology into your overall marketing strategy.
Let's look at some emerging technologies that are changing the way resort communities market to potential customers.
Most marketers are spending 50% or more of their time on content creation. As a result, software companies like Drip and MailChimp are coming up with exciting new ways to automate the marketing process. Using an automation platform is the perfect way for resort communities to guide prospects through the sometimes long time frame from discovery through the final closing in an organic and personal way.
Marketing automation makes it easier to schedule emails, segment contacts by the level of interest, automate social media, manage content, and track customers as they travel through your marketing funnel. Marketing automation can help resort community sales teams to better travel the path from engaging prospects, to qualifying leads and closing deals, shortening the overall sales cycle.
3D virtual tours are changing the way real estate is marketed and sold. Imagine a potential buyer sitting in an office in midtown Manhattan donning a VR headset and walking through a property 1500 miles away on the beach in North Carolina. It's happening, and it's the ultimate in personalization marketing. VR technology allows resort communities to connect with and engage buyers from a distance. VR lets users tour several homes and these tours can encourage on property visits more effectively than brochures or standard video presentations.
Virtual Reality is changing and will continue to change the industry in the coming years. Communities that don't adopt this technology will see a drop in sales. VR can reduce the upfront costs needed to build model homes and provide the ability to create multiple versions of the same structure to fit consumer's needs better, for example changing finishes, paint colors, or even the orientation of the structure to the outside surroundings.
Virtual Reality will help you stay ahead of your competition when seeking to attract international buyers. VR enables you to attract potential buyers who are reluctant to visit the development in person by providing an immersive experience that can be sent to the prospect. VR can be that last step in the sales process the motivates an onsite visit.
Creating an interactive experience generates sales. Using location-based technologies like Apple's IBeacon and Google’s Eddystone can help to target users at the point of engagement. This technology can be placed in model homes, clubs and community welcome centers and used to connect visitors and prospects by sending messages and push notifications including amenity descriptions, club news and event schedules to their personal devices. This gives luxury real estate marketers the ability to direct location based sales during on-site visits in real time.
These are just a few of the emerging marketing trends and technologies that will change the way resort communities reach out to customers in the coming years. As technology gives us the ability to target every smaller niches and group, the overall trend in marketing is personalization.
Using these and other technologies can help your business to build stronger personal relationships earlier in the sales cycle to create emotional ties to your brand. This, in turn, will build trusting relationships with consumers and create transparency between customers and your brand. The major trend in technology is precisely this personalization. Keep it in mind when mapping your marketing strategies in the future.