Hamilton's Marketing Excellence, Then & Now...
Category News
Over the last two decades, Hamilton's Property Portfolio has expanded nationally and internationally, mainly due to strategic expansion and an expert sales team coupled with considered marketing efforts, refined over the years. From newspaper adverts and flyers to fully embracing online platforms and digital marketing, we examine how marketing has changed over the years and what we do today that has yielded a successful track record.
Then - newspaper & flyers
From humble beginnings, with one branch and two agents (when we could still call them agents!) operating in Bryanston, Johannesburg, we marketed our properties in the newspaper's weekly property supplement and distributed flyers.
The shift to Digital Marketing
For the last ten years, Hamilton's has been listing and publishing content online. Our first advert on Property 24 was published over ten years ago. From here, we launched a website, branched out to social media marketing, engaging with homeowners and buyers through targeted campaigns. We have always focused on ensuring our sellers and buyers are acquainted with[a][b] 'The Boutique Experience' at every touch point.
The Boutique Experience:
- Tailoring every interaction and recommendation to suit individual needs.
- Offering an array of premium properties meticulously curated for discerning buyers.
- Leveraging years of experience and market knowledge to guide clients through every step of their journey
- Providing personalised sessions to understand clients' unique preferences and aspirations.
- Embracing cutting-edge technology and strategies to ensure the best outcomes for clients.
- Ensuring the highest standards in service delivery and property selection.
- Dedicated to exceeding clients' expectations and delivering exceptional results.
- Creating an extraordinary journey tailored to each client's requirements.
Data-Driven Precision - Lightstone & Social Media
Hamilton's sets itself apart by embracing data-driven precision in property marketing and combining this with extensive local knowlege. Data analytics is a game-changer for real estate agents, and Hamilton's utilises tools like Lightstone and TheVirtual Agent to empower its property practitioners with actionable insights.
Property practitioners can make informed decisions based on market trends, buyer preferences, and property values. By analysing specific data sets[c][d], Hamilton's gains enhanced market insights, allowing for targeted marketing strategies that resonate with potential buyers.
However, we never rely solely on one data source alone, as it does not always consider all parameters and can sometimes not provide the right angle for that information to be properly interpreted and applied. Instead, we enhance this data with our grassroots knowledge of the areas we operate in, ensuring our decisions are well-rounded and accurate.
This commitment to data-driven decision-making positions Hamilton's as a forward-thinking player in the competitive real estate market.
Social Media: The power of digital marketing allows us to track and monitor our presence and growth over the years.
A glance at our stats in 2023:
Website New Users: 120,000
Website views: 360,000
Facebook Reach & Engagement: 7.74 Million
Instagram Impressions: 3.25 Million
Instagram Profile Visits: 29,000
Platforms:
Property 24
James Edition
Private Property
Facebook
ImmoAfrica
ImmoAfrika.de
Property360
TPN Rntbay
PropertyCentral
Instagram
Pinterest
YouTube
LinkedIn
Alongside exclusive listing portals and social media sites such as our primary website, Facebook, Pinterest and Instagram, Hamilton's broadens sellers' horizons, making their properties visible to a diverse and targeted audience. This strategic approach aligns with the dynamics of the digital era, where a broader online presence translates to increased interest and faster sales.
Additionally, we deliver extra value through digital tools such as bond calculators on our website, a comprehensive moving checklist, our "What's Happening" PDFs, and an interactive blog page where we share property-related news and info, vital tips, and general-interest articles. These resources empower our clients with valuable information and support throughout their property journey.
Target Audiences
Understanding the importance of reaching the right audience, Hamilton's identifies target markets based on demographics and buyer behaviour. By utilising geolocation technology, Hamilton's tailors its marketing efforts to specific geographical areas, ensuring that properties are promoted to individuals with a genuine interest in those locations.
The Power of Photography and Reels
In the age of social media dominance, how properties are presented has significantly transformed. Hamilton's recognises the power of visual storytelling, incorporating a blend of traditional photography and cutting-edge property Reels to showcase homes.
Property Reels are short, engaging videos offering potential buyers a highlight tour from the comfort of their mobile devices. This innovative approach keeps pace with the preferences of platforms like Instagram and TikTok and provides a snappy yet comprehensive view of a property's highlights.
With Hamilton's, a property isn't just listed; it comes to life through captivating visuals, increasing the likelihood of attracting potential buyers.
Search Engine Optimisation
Hamilton's employs a comprehensive Search Engine Optimization (SEO) strategy to maximise the visibility of properties for sale across various online platforms. This includes:
- Keyword Research and Implementation: Identifying and strategically using relevant keywords and phrases in property listings to align with search queries.
- Tailoring Content for Platforms: Adapting property listings to meet the specific requirements of different online platforms, ensuring optimal visibility.
- Mobile Optimization: Prioritising mobile-friendly content to cater to increasing users accessing property information on smartphones and tablets.
- Local SEO and Geotargeting: Optimizing content for local searches and employing geotargeting to enhance visibility in specific locations.
- Rich Media and Visual Optimisation: Ensuring that images and videos are optimised with appropriate keywords, enhancing discoverability through visual search.
- Consistent Monitoring and Adaptation: Regularly monitoring search engine algorithms, keyword trends, and user behaviour to adapt the SEO strategy and maintain competitiveness.
Credibility & Proven Track Record
Our proven track record speaks volumes about the success stories Hamilton's has orchestrated over the years. Clients can trust our Property Practitioners to market their properties and elevate them into distinctive and desirable assets in the market.
With a commitment to client-centric services and a proven track record, Hamilton's stands as a beacon of innovation in the modern era of real estate.
Read our previous article here
Contact one of our offices below; we look forward to hearing from you:
Gauteng: 011 463 0155
Cape Town: 021 418 0328
Garden Route: 044 050 3295
Eastern Cape: 076 927 7787
Winelands: 021 863 0551
Mauritius: +230 5723 0369
Email: reception@hamiltons.co.za
Hamilton's Property Portfolio holds a Fidelity Fund Certificate issued by the Property Practitioners Regulatory Authority.
Author: Bryce Anderson