Buzz

Digital marketing is a vital part of online engagement. As we evaluate facts, figures, and projections like the ones listed below, P11 remains committed to help you stay up to date on all forms of marketing and create highly successful digital ad campaigns and engagement to make your company/community the market leader. Did you know that digital ad spending in 2023 is expected to reach $161.80 billion dollars. (Statistica) Benefits of digital advertising include lower cost, higher reach, increased brand awareness and engagement, measurable results, expertly detailed targeting, and keeping up with the competition. (WPForms) The most relevant tactic to be included in digital advertising strategies is remarketing. It targets users who have already visited websites and finds ways to bring them back. (Statistica) P11 is incorporating this strategy into campaigns across all platforms, from Search and Display, to social media. The differences in apartment decision-making are undeniable for homebuyers and renters compared to previous years.

MORE OF WHAT’S CLICKING WITH CONSUMERS

Where many renters used to be “digital-preferred,” they are now digital first. (Rent Playbook 2023) 87% of renters start their apartment search on a search engine. (Rent Playbook 2023) The majority of today’s renters are either millennials or Gen Z. Pew Research Center found that 53% of households that rent are headed by people under 45 years old. Social media channels like TikTok and YouTube, and various streaming services are now the largest awareness channels for reaching these audiences. For Gen Z, TikTok almost acts as a search engine for them to research topics and products. YouTube is a favorite across age groups, with almost equal popularity among Gen X, Millennials and Gen Z. (Rent Playbook)

We currently live in a predominantly visual environment, with increasingly less time to capture a consumer’s attention. P11 is here to help you take full advantage of these platforms and techniques to garner the attention of these ever-changing demographics. 

We have included these strategies and more in recent digital advertising and marketing efforts for new and returning clients in for sale housing. For South San Diego’s newest community, Epoca, we have raised website visits by 205%, increased conversions by 105%, all while raising engaged sessions on-site. For the beautiful luxury community Kuilei in Honolulu, Hawaii, we used digital to raise users by 80%, and improve engagement and time on-site. Our team additionally increased interest list conversions by 82% month-over-month. 

The most active social media users, particularly on Meta’s Instagram platform, are between the ages of 25-44. By taking advantage of these platforms, we are able to target both renters and potential new buyers. 

Our team at P11 is always aware of the importance of Brand Awareness as a valuable campaign addition. An increasingly relevant tactic to achieve this is through location-based targeting, such as Geofencing. With this strategy, we are able to hypertarget potential renters and buyers based on specific gps locations, down to a few inches. This tactic provides the opportunity to fence off specifically targeted areas, deliver ads to mobile users in those fences, and track conversions when they enter your property.

Renters usually see your listings, property website, social pages, reviews and more–all before stepping foot on the property. This digital-first journey can quickly disqualify properties that don’t manage all channels consistently. (Rent Playbook 2023)

Current research shows the positive impact that digital marketing and advertising efforts have on campaigns. P11 is committed to using all of the tools available to create campaigns customized to fit your specific goals.

• Optimize for SEO by ensuring your Google Business Profile is up to date. (Rent Playbook 2023)
• 49% of consumers say they would like to receive promotional emails from their favorite brands on a weekly basis. (Statista)
• 45% of businesses send their leads one email per week. (Databox)
• 93% of Millennials have compared online deals using a mobile device. (Statista)
• Welcome emails have an average open rate of 82%. (GetResponse)
• Email subject lines with 6-10 words have the highest open rate. (Invesp)
  
• 47% of emails are opened or discarded based solely on their subject line. (Business2Community)
  
• Some of the causes of the popularity of digital marketing include improved infrastructure and tech, decreased prices of smart devices including phones, tablets, and computers. (Statistica)
  
• The pandemic accelerated digital media adoption. Google ads reach 90% of users worldwide across 2 million+ websites and apps. (Statistica)
• In the U.S., social media ad spend is projected to reach $94.4 billion in 2023. (Statista)
• 90.4% of millennials report using social media, compared to 77.5 percent of Gen X, and 48.2% of baby boomers. (eMarketer)
• 55% of individuals purchase products online after discovering them on social media. (Kleiner Perkins)
• Long-tail keywords make up more than 70 percent of all web searches, and typically garner a 36% conversion rate. (Search Engine Watch)
• Video advertising is projected to reach $210.2 billion in ad spend in 2023. (Statista)
• Mobile and desktop video ad spend is expected to show an annual growth rate of 5.1% between 2021-2025. (Statista)
• In 2023, U.S. mobile ad spend will increase 14.04% to $194.8 billion. (eMarketer)
• The Google Display Network reaches 90% of internet users worldwide. (Google)
• Nearly all (95%) of people in the US own a mobile phone. (Pew Research Center)
• 90% of people who recalled reading online reviews claimed that positive online reviews influence their buying decisions. (Dimensional Research)
• 70% of people over the age of 45 were susceptible to humor in a subject line but humor is not as likely to work on younger people. (Marketing Land)

Let’s amplify your digital marketing together! P11 is here to make your digital presence results-driven and your brand a complete success.