Comprehensive Philippine Real Estate Marketing Guide

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GOING DIGITAL
Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023

• Table of Contents
• Property Developers Gearing Up for Gen Z Real
  Estate Ownership
• Businesses put digitization at the forefront of
  marketing
• Gen Z values ethics and individualism in design
• A Real Estate Marketers Guide to Taking Great
  Property Photos
• General Real Estate Photography Tips
• Real Estate Photography for Android Users
• Real Estate Photography for iOS Users
• Visual Content Options for Digital Real Estate
  Marketing
• Webinar
• Video Marketing
• Content Marketing (Blogging G Article Writing)
• Downloadable Content Offerings
• Email Marketing
• Social Media Marketing
• Why Visual Content is King in Real Estate
  Marketing
• A Psychological Analysis of Visual Memory
• Boosting Your Visual Content in the Digital World

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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 Some of the most helpful digital marketing
innovations that altered the online competitive
landscape were present when the pandemic hit in
2020. People's habits shifted from of?ine to
online, which affected how B2B and B2C businesses
operated. The Philippine audience quickly shifted
to digital for everything from research to
reviews to actual purchases. Businesses employed
digital marketing services extensively to adjust
to the changes brought on by the epidemic, and
more people started using digital channels,
including websites, Facebook pages, YouTube
channels, and even TikTok. According to
DataReportals Digital 2022 April Global
Statshot, there are now more than 5 billion
internet users in the world, with the number
rising by about 200 million in just the previous
year. This indicates that 63 of people on the
planet are currently online. These ?gures speak
volumes, particularly regarding the size of the
digital market in recent years. In the most
recent Digital 2022 study from social media
management company Hootsuite and We Are Social,
the Philippines accounted for at least 76.01
million internet users, or more than half of the
nation's total population. The number of users
rose by 2.1 million between 2021 and 2022. That
represents a 68 population-wide internet
penetration rate. The study also revealed that
internet users between the ages of 16 and 64
worldwide used the internet on any device on a
daily basis for an average of 6 hours and 58
minutes. According to this statistic, a typical
internet user spends more than 40 of their day
online. On the other hand, Filipinos in the same
age group spent an average of 10 hours and 27
minutes daily. This ?gure is less than that of
the Digital 2021 report, which states that
Filipino internet users spent an average of 10
hours and 56 minutes online.
PROPERTY DEVELOPERS GEARING UP
FOR GEN Z REAL ESTATE OWNERSHIP
Property seeking activity on Lamudi in the ?rst
half of 2022 revealed that about 20 of all
pageviews for listings on the site came from
users aged 18 to 24. Individuals in this age
group the earlier half of those born between
1997 and 2012 belong to Generation Z (Gen Z),
and are the youngest cohort of buyers and renters
(and in some cases, sellers!) to enter the real
estate market. As their buying power and
interest in the property market grows, several
developers, brokers, and lessors have rethought
and revamped their strategies to accommodate Gen
Z preferences.
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023
Businesses put digitization at the forefront of
marketing Optimizing platforms and technology
available is the standard in 2022, and must be
honed when catering to the digitally native Gen Z
market. Businesses know well to create content
that captures their interest in an increasingly
competitive attention economy. From the use of
entertaining, short-form content like reels to
making comprehensive yet easily digestible
infographic carousels, pushing mobile-friendly
and visually compelling products is essential to
reaching a Gen Z audience. Financially savvy,
entrepreneurial and digitally literate from a
young age, the Gen Z do extensive research when
identifying trustworthy and quality products
even more so for larger purchases such as real
estate. According to Brian Uy, Managing Partner
of Seanderg Realty and Development Corporation,
members of Gen Z prefer to do most of their
property seeking online and see the property in
person only when theyre sure they like it. We
believe that the digital-?rst strategy is going
to stay, especially when the next generation of
purchasers is the Gen Z, said Uy in a panel
discussion during Lamudis The Outlook 2022
Philippine Real Estate Conference on August 31,
2022. Gen Z values ethics and individualism in
design Research by consulting ?rm McKinsey in
2018 found that Gen Zers are practical and
strongly value individual expression. This
behavior in?uences their consumption patterns as
well, as they make purchasing decisions that
align with their ethics and individual
identity. A 2021 Bloomberg study surveying
students across Asia, Europe and the Middle East
found that the majority of the Gen Z students
polled selected companies with a purpose as a
main driver for their investment decisions, and
identi?ed sustainable investing as the trend with
the biggest investment potential. In the real
estate market, the push for more quality designs,
green-certi?ed properties and sustainable
initiatives is a welcome development in efforts
to attract Gen Z property seekers. Enabling Gen
Zs freedom in terms of decorating their own
space in rentals, for example, is one way that
lessors can attract the young market. During the
conferences The ome as a Relaxation Destination
track, panelist Ed del Valle, Sales Support
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 Operation Head of Avida Land, found a trend
in growing demand for moderately furnished
rentals as seekers appear to value the element of
versatility and personal choice. Efforts towards
making more sustainable residential developments
are another important consideration for Gen Zers.
Green certi?cations, smart designs and brand
environmental, social, and governance (ESG)
commitments are some considerations that Gen Zers
make when choosing a real estate
development. Technology will play a big part
for todays generation of property seekers but
more than that, they are also after
sustainability. Features that are
energy-ef?cient, that will care for nature
anything that is sustainable is something
interesting to this market, said Czarina Lugue,
Senior Business Development Director at RLC
Residences.
A REAL ESTATE MARKETERS GUIDE TO
TAKING GREAT PROPERTY PHOTOS
With more Gen Z interested in property ownership,
aesthetics have played an important role in
enticing this demographic. For investors wanting
to sell properties to the Gen Z market, taking
good property photos has become a huge part of
their marketing campaign. About 87 percent of
home buyers relied on photos to help make their
decision, according to Americas National
Association of Realtors. Moreover,
professionally-photographed homes sell 32 percent
faster than other listings. Here in the
Philippines, a country teeming with active social
media users, photos matter. The simple truth is
that real estate photography can make or break
your lead generation and conversion efforts. If
you want to sell properties faster and win more
clients, refer to this comprehensive guide on how
to take great real estate photos.
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023

• General Real Estate Photography Tips
• Before we delve into photography tips speci?c to
  the gear youre using, its important to know
  general photography tactics that are essential
  regardless of the camera youre using. Take note
  of these tips as you prepare for your shoots
• Create a Shot List
• Knowing what you have to shoot can make your
  photography sessions more ef?cient. It keeps you
  from forgetting important shots as well. This is
  especially important when you have plenty of
  rooms to cover. At the most basic, you must have
• Wide-angle shots of the living room, bedroom,
  kitchen, dining room, and bathroom
• Shots of the front to emphasize curb appeal
• Shots of the backyard from different angles
• Shots of other home amenities (garage, utility
  room, balcony, roof deck, walk-in closet)
• Make Sure You Have Enough Light
• Poorly-lit photos are automatically unappealing
  to property seekers. If you think about it, they
  are also counterintuitive to your goal of showing
  off the space since the bad lighting obscures the
  excellent characteristics of the property.
• To increase lighting in the area, open the
  windows and let natural light in. If thats not
  possible, turn on the overhead lights or other
  light sources, such as pin and accent lights in
  the room.
• Emphasize the Best Features of the Space

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• Going Digital Effective Techniques to Penetrate
  the Philippine Real Estate Digital Market in 2023
• For example, if the condo units living room
  opens up to a balcony view of the city, shoot in
  such a way that the scenery will be the focal
  point of the image. The kitchens beautiful open
  shelves should be captured in the angle you
  choose. Always highlight the most impressive
  feature of the space.
• Take Photos from Different Angles
• While its important to focus your angles on the
  best features of the space, dont hesitate to
  explore different angles, too. Not only will this
  give you tons of options for post-production, but
  also offer variety to your ?nal line-up of
  listing images. It avoids monotony and adds
  visual interest to the photos.
• Declutter, Declutter, Declutter
• If youre promoting a brand new property, clutter
  wouldnt necessarily be a problem since these
  spaces are usually free of unnecessary stuff. But
  if youre selling a
• pre-owned home, you should be able to organize
  spaces, especially tidying up the areas that can
  be readily seen in photos tables, countertops,
  and desks. If possible, conceal the owners
  belongings as well, including family pictures and
  personal collections.
• Use a Tripod
• As much as possible, dont take photos without a
  tool that can stabilize your camera or your hand.
  Otherwise, youll have blurry, messy,
  unprofessional-looking photos. Instead, use a
  tripod to capture clear, crisp images. Another
  bene?t to using a tripod is youll be able to set
  up your camera at the same, consistent height,
  from one space to another.
• Know Basic Photography Principles

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• Going Digital Effective Techniques to Penetrate
  the Philippine Real Estate Digital Market in 2023
• Symmetry. This is created when the elements in
  the composition mirror each other when the image
  is cut in half. A good example of this is the
  front door of a house with windows on each of its
  sides.
• Rule of thirds. Imagine a 33 grid, created by
  two vertical and two horizontal lines. Those four
  points where the four lines intersect are where
  your points of interest must be.
• Real Estate Photography for Android Users
• Believe it or not, you can take
  professional-looking images with just your
  Android phone. Here are some best practices to
  use when shooting with your smartphone
• Turn on the Grid Lines
• Most Android phones have the Grid Lines feature,
  which can help in following the rule of thirds.
  Use this as a visual guide in your shoots. Dont
  worry, the lines wont show in the ?nal property
  photos.
• Use the High Dynamic Range (HDR) Option
• As the name suggests, High Dynamic Range adds
  more dynamic range to photos. Dynamic range is
  the ratio of light to dark in an image. Rather
  than taking only one photo, HDR uses three photos
  shot at different exposures and then combines
  them all in one image. The result is better,
  high-quality real estate shots.
• Go with Pro Mode
• Pro Mode is an Android feature that lets you
  manually adjust capture settings, namely the
  color, temperature, aperture, and ISO of the
  camera. Do some test shots in your own home
  before your shoot, exploring these different
  settings under different light conditions. This
  way, you have a better idea of how to ?ne-tune
  settings during the actual shoot.
• Play with Different Camera Modes
• While the default camera mode on your phone is
  okay, its good to explore other camera modes.
  Panorama, for instance, is perfect for capturing
  the entire outdoor space. Ultra

9
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 Stable Video, on the other hand, can lessen
the blurs and provide a cleaner, crisper video,
which is excellent for shooting a property tour.
Maximize these different camera modes on your
phone to produce better-quality images. Choose
Night Mode Want to capture the beauty of the
property at night? Hit the Night Mode. This lets
you take clear, crisp photos without manually
increasing the ISO and keeping your phone on a
?at surface. Real Estate Photography for iOS
Users iPhone users can create professional-looking
property photos. The key is to be familiar with
what your device can do. Follow these tips to
create exceptional listing images Select a
Photographic Style On the latest models of the
iPhone, theres the option to choose a preset
Rich Contrast, Vibrant, Warm, or Cool. You may
also toggle the Tone and Warmth Settings,
depending on how bright or richly colored you
want your photo to be. Experiment with different
presets to ?nd the best combination for your real
estate images.
VISUAL CONTENT OPTIONS FOR
DIGITAL REAL ESTATE MARKETING
With more people going online to search for
properties, especially in the time of the
pandemic, brokers are stepping up their game by
improving their digital presence. Perhaps you
yourself wrote client testimonials on your social
media pro?le or listed properties in virtual real
estate marketplaces. Still, youre curious as to
which strategies are most effective when it comes
to marketing online. Every smart broker wants to
know this not only to increase their chances of
winning more clients, but also to be strategic in
dedicating budget, time, and effort. With that,
we outlined here the most effective digital
marketing strategies that will de?nitely be worth
your investment
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023
Webinar These are seminars on the web. Aimed to
empower property seekers and fellow brokers, you
share insights about the real estate sector, tips
and tricks for buying or selling Pag-IBIG
properties, and anything related to the industry.
In this digital marketing strategy, you get to
establish your credibility as a thought leader.
It goes without saying that you should have a
platform to broadcast and organize this kind of
online event. In a nutshell Present educational
topics through a digital seminar Success
indicators number of views and engagement
rate Reminder If you cant create your own
webinar, join as a guest speaker or contributor
to webinars from leaders in the industry. Video
Marketing Videos are big. A lot more people are
watching videos online rather than on television.
Whats more, they consume these kinds of content
on all social platforms, not only in video-based
networks such as Youtube and Tiktok, but also on
Instagram, Twitter, and Facebook. With this
growing popularity, video marketing must be part
of your digital campaign. In a nutshell, videos
must either appeal to the mind (informative) or
to the heart (inspiring or exciting). Create a
slideshow of photos showing off different spaces
of the house and lot for sale in San Pedro,
Laguna. Better yet, broadcast a live online tour.
Then, snap some snippets that you can post on
Instagram or Facebook stories. In a nutshell
Promote products through video content Success
indicators number of views, engagement rate,
among others Reminder The quality of the video
you post will re?ect on your property, so make
sure every video posted is edited well. Content
Marketing (Blogging G Article Writing)
11
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 This involves blogging and writing
articles. Aside from boosting the rank of your
website on the search engine results page, this
strategy can also improve your credibility in the
industry, especially when you write think pieces,
say, about market trends or the latest real
estate hotspots. It can help you connect with
your audience and create awareness of your
personal brand, emphasizing client testimonials,
for example. In a nutshell Produce content that
is relevant to a speci?c audience Success
indicators number of page views and engagement
rate Reminder Ouality is important when you are
writing content. Make sure you create
well-researched pieces. Downloadable Content
Offerings This includes producing eBooks and
whitepapers. Audiences who are interested would
have to ?ll out a form to get a copy of the
downloadable content. In a way, this digital
marketing strategy is a barter. While you provide
a good e-book covering different real estate
topics, such as foreclosed properties for sale,
your audience gives you their email addresses.
This then can help you build your contact list
for the next digital marketing strategy mentioned
below. In a nutshell Produce content that
generates leads Success indicators number of
downloads Reminder When providing content that
requires readers to download, they expect the
quality of data to be good. Make sure you are
providing information that they will ?nd
valuable. Email Marketing This involves sending
emails to clients and prospective clients. It can
help you build rapport with the market, as you
send personalized or targeted messages. At the
same time, you can boost your chance of securing
a deal when you announce promos or discounts on
pre-selling condos, for example.
12
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 In a nutshell Send emails to a targeted
audience Success indicators open rate and
click-through rate Reminder The schedule of
sending your email can make a difference in how
it is received by your prospective
clients. Social Media Marketing This probably
needs no introduction. This strategy involves
creating and sharing content on social media
networks, such as Facebook, Twitter, Instagram,
and LinkedIn. It creates brand awareness and
makes you more relatable to audiences. An
effective social media page includes different
types of content, photos, videos, links,
infographics, gifs, and more, published
regularly. Fill your social media page
with high-quality images of the rooms of the
property you are selling. Link a blog about a
clients home buying experience. In a nutshell
Publish content on social media
platforms Success indicators number of page
fans, post comments, likes, and shares Reminder
The content you post on each social media
platform should be different, as there are
different expectations from users of each
platform.
WHY VISUAL CONTENT IS KING IN
REAL ESTATE MARKETING
Visuals are powerful marketing tools in the real
estate industry. Before the rise of digital
platforms, property seekers turned to brochures
containing beautiful spreads of houses and
amenities to decide whether or not a piece of
real estate was worth buying. Now, with the
popularity of online search and social media,
images remain to be a compelling piece of
marketing material.
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 Thus, real estate professionals who want to
sell more and fast must include eye-catching,
professional-looking visuals in their marketing
strategy. Beyond mere images, visuals include
infographics, videos, slideshows, and more. Here
are a few reasons you should dedicate time and
resources to visual content marketing They
Instantly Capture Peoples Attention Our eyes are
naturally drawn to visuals. Photos and videos are
among the ?rst things people notice when they
scroll through posts on their timelines.
Similarly, its what people check out on a
listing before referring to the description. On
the Lamudi platform, images are especially
prominent because they are featured in the
listing results. Moreover, the photo section is
above the fold of the actual listing, occupying a
huge chunk of the upper portion of the page.
Thus, if you want to instantly capture property
seekers attention whether on social media or
listing platforms, you should use excellent
visuals. Post professionally-taken photos if
possible. Add videos to your Lamudi listing to
further entice buyers and renters to check out
the property. They Give a Good Remote Property
Tour The reason we provide a great description
for our property listings is to help future
clients imagine what the property is like. With
visual content, its easier to do this. In fact,
photos can give seekers a property tour, which
can make them decide to book an actual one with
you. Be guided by this tour concept when
shooting property photos and videos. The
overarching principle you should remember is to
highlight the best parts and characteristics of
the property, the ones you think buyers and
renters would want to see when they are on an
actual tour. By keeping these in mind, youll be
able to include in your shot list all the
important real estate details worth highlighting
in your listing and social media materials. They
Are Shareable (And Have the Potential to Go
Viral) Research says that visual content gets
more social media engagement than a text-only
post. The engagement is not limited to likes and
reactions, but also extends to shares. This is
why photos and videos have the potential to go
viral. For sure, the idea of a house tour video
raking in a million views isnt new to you. It
goes without saying that shareability hinges on
the quality of the visual content.
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023
How do you make sure that your visual content is
shareable? Start with the straightforward
question, what would make property seekers share
this? Usually, the answer to this lies in your
target markets lifestyles, interests, goals and
aspirations, and values. If you can bring that
out in your property photos and videos, you have
a better chance of having people share it. On
Lamudi, property seekers have the option to share
the actual listing on their social media
pro?les. They Are Easier on the Brain Visual
content is much easier to process than texts
since the information is often broken down into
bits and pieces. At the same time, the fonts,
colors, icons, and symbols aid understanding.
That said, use infographics, slideshows, or
videos for content that involves a huge amount of
information. Some good examples of topics are
learnings from a conference you attended,
takeaways from a property market report, and your
own insights and observations of real estate
trends. They Are Great at Telling a Story Aside
from showing off the good parts of the property
youre selling, visual content can express
details and tell stories that are only best told
when captured in an image. An example is the
vintage character of a historic property. Its
easier for clients to appreciate the unique
quality of a home and imagine the story behind it
when its in a photo or video. Another example is
an ultra-luxury property that has exquisite
?nishes and materials. These details are best
displayed in visual content. Visual content is
king in real estate marketing. If you want to
know about the best practices for using this type
of content in your selling initiatives, attend
Lamudi Academy's training sessions focused on
online marketing strategies. A Psychological
Analysis of Visual Memory In a study titled
Visual long-term memory has a massive storage
capacity for object details conducted by Brady et
al. (2008), it was proven that memory is capable
of storing fairly detailed visual representations
of objects over long time periods (e.g., longer
than working memory).
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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023
In this study, the participants were presented
with 2,500 that they had to observe for three
seconds each to test their visual memory
retention. First, it was explained to the
observers that they should make an effort to
remember every aspect of the objects. Second,
objects from distinct basic-level categories were
chosen to reduce conceptual interference.
Finally, a two-alternative forced-choice test was
used to assess memory. In this test, a studied
object was matched with a foil, and the aim was
to select the studied object. This allowed for
recognition of memory rather than recall of
memory. The researchers made three changes to the
investigated item's likeness to the foil item.
The old object was coupled with a brand-new
object in a novel condition, which was
categorically different from all of the
previously examined objects. In this instance,
choosing the suitable item would only require
memory of the object's category, not its speci?c
visual characteristics. The old object was paired
with a new object from the same basic-level
category that was physically comparable in the
exemplar condition. In this scenario, only
recalling the object's elementary category would
lead to a random performance. The old item was
coupled with a new item in the state condition
that was the exact same object but showed up in a
different state or poses. In this scenario,
recalling the object's category or identi?cation
would not be suf?cient to choose the older of the
two items. Thus, in both the exemplar and state
conditions, choosing the right object requires
memory for speci?c characteristics from the
image. Importantly, participants in the study
session had no idea which of the 2,500 things
would be examined later on or against what.
Therefore, it was impossible to strategically
encode any information that would allow someone
to tell the difference between the object and the
foil. After just one viewing, observers were
able to recall speci?cs about thousands of
photos, according to the study. The current
?ndings show that a set of 2,500 accurate
representations of things does not deplete visual
memory, which is a vast store.
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BOOSTING YOUR VISUAL CONTENT IN
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023
THE DIGITAL WORLD

• As the world continues to ?ght the coronavirus
  pandemic, real estate businesses have been
  adapting to times of change. For the most part,
  theyve been taking their operations online.
  Beyond the aspect of virtual meetings for
  employees, theres digital marketing for clients
  and customers. In truth, the strategy is
  essential not only for the present time, but also
  for the future, as the effects of the health
  crisis will be felt even months or years after
  lockdowns are lifted. A robust digital marketing
  strategy is crucial now.
• Marketing Essentials
• During this time of crisis, your digital
  marketing strategy rests on three important
  items use of multiple marketing channels,
  creation of relevant content, and adoption of
  personal touch in outreach. The ?rst element
  matters for the purpose of generating as many
  leads as possible, thereby hitting a range of
  potentially interested clients.
• Meanwhile, the second element involves making
  sure that you listen to your audiences concerns
  and needs. Finally, the third one means
  sustaining rapport-building in the midst of the
  transition to more online tools.
• Use of Multiple Marketing Channels
• Several platforms are necessary when building an
  effective digital marketing strategy. Remember,
  whats working really well now wont work just as
  well in the future. For example, the popular
  social media network Facebook was cost-effective
  back then, but with so many people coming into
  the platform, you may need to pay more to be
  visible. Brand exposure and lead acquisition have
  become tougher, to say the least, and not as
  fruitful in terms of results. Sometimes, people
  resort to unethical tactics just to be found.
• As Pacis noted, if you put all your eggs in one
  basket, then you lose the entire basket if you
  cant capitalize or pay enormous amounts of
  money. Its important now more than ever to ?nd
  different channels. Ideally, you use property
  portals such as Lamudi for lead generation and
  management, your website for branding, and your
  social media pages for creating conversations
  with clients. Lets break these down one by one

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Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 Website Think of it as your online of?ce
address. Your clients are supposed to know more
about you and the business in this channel. What
should you do to maximize your website? Have
these elements pro?le, services, contact
channels and information, testimonials, and
valuable content. The last mentioned is important
in empowering clients to make wise
decisions. Social Media Make this your main
online communication channel. You can build
relationships and create conversations on this
platform. What should you do to maximize social
media? Publish engaging and relevant posts, take
advantage of interactive features, such as
Stories and Live, and respond to comments and
messages from your clients fast. As mentioned in
previous webinars, reserve the long, in-depth
discussions of clients concerns for video
conferences or calls. Property
Platforms Consider it as your online shop.
Clients should see what youre offering and you
should make it easy for them to do business with
you on this platform. What should you do to
maximize property platforms? Make your listing
attractive by featuring full details of the
properties. Respond to inquiries fast. Use lead
management tools and strategies. These platforms
will help you move clients through the sales
funnel. Use property platforms to capture
attention. Leverage social media pages, messaging
platforms, and your website in building interest
and desire. Use lead management tools to
facilitate the desired action, which is for the
client to buy property or work with
you. Creation of Relevant Content What most
businesses fail to realize is that content draws
people in. When you have engaging, relevant
content, clients trust you more. Think of the
social media in?uencers
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• Going Digital Effective Techniques to Penetrate
  the Philippine Real Estate Digital Market in 2023
• that you rely on when buying make-up or a vitamin
  supplement. In the same manner that you follow
  their advice on what to buy, your clients are
  more likely to consider the properties youre
  selling if you establish a credible industry
  leadership among them through valuable content.
• Moreover, remember that people want to be
  well-informed right before they purchase
  anything, especially if its a big-ticket item,
  such as real estate. In fact, a lot of property
  seekers today are self-directed buyers, people
  who do their research and decide on what they
  want even before reaching an agent. When you
  provide good content for these people, its
  likely that theyll be enticed to do business
  with you. That said, how do you create content
  that matters and will make people genuinely
  curious?
• Ask directly your current network of clients.
  This can be through a survey, an online poll, or
  a feedback form.
• Research what your clients are interested in.
  Visit Ouora, Reddit, or social media groups or
  pages.
• Try different topics for your content. It could
  be general information about government updates,
  guides on real estate buying processes, or tips
  and advice.
• Share helpful information from third-party
  sources, say, sites, brands, personalities, or
  industry colleagues. If not information, share
  invitations to online events that would help your
  client in their concerns.
• Engage with your audience. Answer queries as
  quickly as you can. Or acknowledge your clients
  comments, at the very least. Take note of the
  inquiries as well, especially the common ones,
  and use that for your next pieces of content.
• Experiment on different subjects and forms of
  content. It will be a risk, yes, but its the
  only way to ?nd more effective tactics. Use A/B
  testing and check your data to improve practices.
• Adoption of Personal Touch in Outreach
• With a digital strategy, its more important to
  be personal with your communications with
  clients. Since youre not able to meet face to
  face, only bridged by a screen, the sense of
  connection your buyers should feel should be
  stronger, if you want to retain them. How exactly
  will you be able to get personal using digital
  tools?

19

• Going Digital Effective Techniques to Penetrate
  the Philippine Real Estate Digital Market in 2023
• Listen. In using messaging platforms, such as
  Viber and Messenger, be attentive to what your
  clients are saying so you can serve them better.
  List their concerns and their pro?les and youll
  be able to qualify leads more effectively. This
  is especially important when youre accommodating
  hundreds of clients.
• Personalize. Make sure that your messaging is
  targeted to the needs of property seekers,
  whether it be on your social media or personal
  communications. Express genuine concern towards
  your clients by regularly sending them
  information that will be helpful to their
  situation. Dont stop at sales-focused
  communication.
• Organize. A personal touch to clients is dif?cult
  when youre dealing with hundreds of thousands of
  people. This is why its important to organize
  all your leads. Technology can help in this, such
  as Lamudis lead management tool. Its likewise
  important to update your database regularly to
  ensure that every client is covered. Include
  details, such as lead status and particular
  property requirements. The more speci?c your
  document is, the better you can serve clients the
  next time you check in on them.
• An effective digital marketing strategy is
  crucial to cope with the new normal brought by
  the coronavirus. Moving forward, it will be your
  best weapon in staying ahead of the game. With
  that, make sure to solidify your strategy as
  early as now, focusing on multiple marketing
  channels, relevant content, and personal touch in
  outreach.

IS DIGITAL MARKETING WORTH IT FOR
RENTAL PROPERTIES?
Responsible, paying tenants are the lifeblood of
any rental property business. This is why brokers
spend a great deal of time and resources
attracting the best renters while keeping units
occupied. Before, agents rely on the good old
for rent sign and the power of word of mouth,
referrals of colleagues and past clients. Now,
with the pandemic keeping people from roaming
around neighborhoods freely and meeting friends
and loved ones, real estate professionals must
step up their efforts to woo tenants. The smart
ones turn to technology.
20
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 By now, youre probably not a stranger
anymore to digital marketing. But perhaps, youre
not sure whether or not its worth using for your
rental properties. Well, were here to assure you
that digital marketing on rental properties can
make a huge, positive difference in your
practice. Heres how You Can Reach a Wider Pool
of Potential Renters When your rental listing is
visible online, anyone who searches for a rental
property in your location can be your next
tenant. Thats a considerably larger pool of
candidates than the ones referred by your
contacts. The obvious challenge here is to make
sure that your rental property is highly visible.
Just because your property is online doesnt mean
youll automatically get the eyeballs and leads
you want. Increasing its visibility is the goal,
which is where digital marketing comes in. A huge
part of it is using listing platforms, such as
Lamudi. Because these online real estate
marketplaces show up ?rst on the search engine
results page when someone searches for a rental
property in a particular location, its worth
putting yours in these channels. You Can Respond
to Concerns in a Timely Manner By using online
platforms, you can receive inquiries from
prospective renters in real-time. Thus, you can
respond in a timely manner, giving clients the
information they need to consider the property
youre renting out. On Lamudi, property seekers
can directly reach out to agents by leaving
messages with their name and contact
information. Aside from the simple, convenient
communication process in online channels, you can
better nurture client relationships on these
platforms. As you get to know their needs more,
youll be able to offer better advice, perhaps
more property suggestions, which they would ?nd
?tting for their lifestyles. In other words, its
easier to build relationships when youre into
digital marketing. You Can Establish Your
Credibility Today, people begin their search for
a rental property by searching online. When they
dont ?nd you on the internet, youre not just
losing the opportunity to do business with them,
but also the credibility of your business. Like
it or not, being online offers
21
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 legitimacy. In the same way that people
distrust professionals who dont have a physical
of?ce address or mobile number, theyre skeptical
about agents who dont have a pro?le
online. Apart from the obvious bene?t of being
able to promote properties, one more bene?t to
using Lamudi is having an agent pro?le once you
list offerings. You can include the name of your
brokerage company if youre af?liated with one,
and this adds an extra layer of credibility to
your practice. Whats more, the platform grants a
Veri?ed badge to trustworthy agents, again
boosting your reputable image online. Renters are
more likely to do business with these kinds of
professionals. You Can Show Off the Property
Even Remotely On Lamudi, you can upload photos of
the rental unit as part of the listing. This will
pique the interest of prospective renters, which
will move them one step closer to actually
renting the unit. It can also help ?lter tenant
candidates, as the seekers are able to decide if
the home, with all its space dimensions and
features, ?ts their lifestyle. In the long run,
you save time and energy, dedicating your
property showings only to motivated prospects.
This way, you increase the chances of sealing the
deal and making your vacant rental occupied
sooner than later. That said, invest in
high-quality photos when using online channels.
Find the best angle that would highlight the best
features of the rental unit. Make sure that there
are no blurry, poorly-lit images uploaded in your
listing. If possible, hire a professional to take
the photos. This applies to videos, too. On
Lamudi, you can include videos in your listing
banner, an excellent opportunity to make a
remarkable impression on renters. Given all
these bene?ts, digital marketing is worth doing
for your rental properties. In a nutshell, it
will help you attract the best tenants in the
real estate market.
EFFECTS OF VISUAL CONTENT ON
MARKETING ENGAGEMENT
In a study titled Marketing Engagement Through
Visual Content, Manic (2015) argued that a
compelling picture is essential in today's
marketing environment. Visual material
22

• Going Digital Effective Techniques to Penetrate
  the Philippine Real Estate Digital Market in 2023
• has become a crucial focus of interest for all
  publishers across all media channels thanks to
  the widespread availability of mass communication
  devices with extended visual upgrades.
• A simple and successful marketing investment with
  signi?cant advantages for any company and its
  brands is made possible by the declining costs
  and enormous range of types. Visual content helps
  brands attract and retain devoted customers its
  absence from a producer's overall marketing plan
  raises concerns and raises the possibility of
  declining market share.
• Types of Visual Content and Their Advantages
• According to the study, there are three major
  types of visual content
• Illustrations, as any message sent by a static
  visual composition, such as a picture, a
  photograph, or, more recently, a meme. They all
  have signi?cant marketing obligations, with the
  picture as the primary component, accompanied by
  one or more texts.
• Comics, as collections of images and text,
  structured in a certain order and with a clear
  storyline. Infographics are a unique,
  contemporary type that displays vast amounts of
  data in a graphical style, perhaps with a visual
  "narrative" from the beginning to the end.
• Videos, moving images in the form of clips, short
  ?lms which can tell a story or convey a certain
  message, preferably both. Important subtypes are
  vines (looping videos up to 6 seconds long) and
  gifs (looping slideshows of images packed in a
  single ?le).
• All of these have advantages from a marketing
  perspective
• Illustrations are brief, simple to understand
  (often in a matter of seconds), and, of course,
  easy to produce.
• Comics are effective storytellers and are easier
  to recall.
• Videos are effective in conveying human emotions
  because of their dynamic movement.
• Companies can demonstrate their industry
  knowledge, develop a visual demonstration of the
  product, present user reviews, tell brief success
  stories with the product as the main character,
  transmit installation instructions and how-to
  manuals, and arrange training sessions for
  professionals by using imagery of all kinds.

23
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in 2023
Visual Content From the Consumers
Perspective According to Manic (2015), visual
content increases marketing engagement since it
is absorbed considerably more quickly by the
content consumer than text-based
material. According to new research from Demand
Gen Report titled 2022 Content Preferences Survey
Report, 55 of buyers said they now rely more on
content to research and make purchasing decisions
than they did a year ago. The survey ?ndings
show that content consumption is on the rise. A
majority of B2B buyers (62) said they engage
with three to seven pieces of content before
connecting with a salesperson, and 11 said they
typically consume more than seven pieces of
content. When asked about the types of content
they consume, the most popular response was
webinars. Just over two-thirds of the buyers
polled (67) said they had engaged with webinars
over the past 12 months. Other popular content
formats include E-books (56), blogs (54), white
papers (52), and case studies (49). Respondents
also noted that they are consuming more
community-based sources, such as industry
newsletters (increased from 34 to 41) and
third-party analyst reports (up from 29 to
31). Another interesting discovery is that most
buyers typically spend between ?ve to 30 minutes
reviewing nearly all content formats. The only
exception is webinars, where 53 said they are
willing to invest 30 to 60 minutes watching a
webinar, and an additional 19 said they are
willing to spend more than 60 minutes with a
webinar. The study reveals that todays buyers
crave high-quality, easy-to-access content backed
by data and ?lled with quick-hitting insights,
with webinars and research reports among the most
popular content formats. Credibility and
relevance are also key to creating the types of
content buyers want to consume and share with the
rest of their buying committee. Visual Content
From the Publishers Perspective The time
required to understand a visual ad is logically
shorter than the time required to understand a
primarily text-based message therefore, from the
publisher's perspective, visual content is a
crucial marketing tool.
24

• Going Digital Effective Techniques to Penetrate
  the Philippine Real Estate Digital Market in 2023
• Visual ads effectively convince an audience to
  make a certain decision.
• Visual content conveys emotions more easily and
  rapidly very useful as long as time is either
  unavailable (in the case of highway ads, for
  example) or very expensive (for television
  commercials).
• Viewers are 85 more likely to purchase a product
  after watching a product video.
• The brand is humanized through visual content
  and is easier to relate with. Due to the broad
  understanding of a visual message, marketing
  costs for multinational companies are kept at
  lower levels (Manic, 2015).
• Role of Visual Content in Todays Digital Market
• Visual material is important thus, marketers all
  over the world pay close attention to it. In a
  study titled Social Media Marketing Predictions,
  King (2015) argued that
• Video has become the preferred form of content
  and already rules social media.
• Technical advancements will impact marketing (for
  example, there are already available 360 degrees
  videos, which allow the user to change the
  viewing angle of a video clip in real-time while
  watching)
• Campaigns will shift the emphasis from
  information to the client experience.
• The potential of visual marketing will grow on
  both established and emerging channels.
  Therefore, visual information will play a much
  bigger part in marketing because it will be
  closely linked with a potential purchase as
  direct buying (from practically all platforms)
  becomes the standard.
• Visual content has to be a focal point in any
  marketing strategy because of its strong relation
  with human nature. The important impact of images
  and videos, along with the ease of todays
  production of graphical content, are critical
  factors in favor of marketing engagement through
  visual content. With the help of images, in any
  form they present themselves, brands can achieve
  the desired reach and recognition, making
  marketing investments more ef?cient (Manic, 2015).

25
Going Digital Effective Techniques to Penetrate
the Philippine Real Estate Digital Market in
2023 References Brady et al. doi10.1073/pnas.0803
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