Social Marketing Strategies for Real Estate

fMarketing
fMarketing has always been the pioneer in the digital marketing industry since its
establishment in 2008.
By cooperating different social media platforms, together with our talents and
experiences, we offer tailor-made digital business solutions to companies of all scales.
2

Project Objective
•Develop the social contact point between the brand and the customers
•Make awareness and strengthen the online reputation
•Deepen the users’ understanding about the Flourish Property Agency. LTD
•Capture the target audience data (Develop the online database)
•Increase the engagement rate of the clients (Enhance the customer Loyalty)
3

How to Reach Targets
Target Audiences How to Reach Targets (Online)
Mainland
China
Wechat Marketing (p.11)
Hong Kong Linkedin Marketing (p.33)
Facebook Marketing (p.52)
Facebook Social ad (p.55)
Google Display Network (p.67)
Google Keyword Search (p.72)
Yahoo Keyword Search (p.74)
Target Audiences How to Reach Targets (Offline to Online)
Event Visitors F-wifi (p.5)
4

F-wifi Marketing
O2O Marketing Tool (Offline to Online)
5

F-wifi QR code
Need to download
application
No
(all 3G/4G devices are applicable)
Yes
(need to download the QR code
reader)
Brightness limitation No
(No limitation)
Yes
(Hard to be used under the dark
environment, e.g. Concert)
Location limitation No
(Wifi signal can be detected the
within the coverage)
Yes
(Users usually need to stay in a
particular area to scan the code )
The Merit of Wifi System
F-wifi V.S. QR code
6

F-wifi Offline traffic  Online platform
Goal: Collect data of high quality customers (Event visitors)
How it Works : Event visitors have to login Facebook/wechat/weibo
account before they use wifi.
Data is collected once they login.
Data
Collection:
Once people use the wifi after login Facebook/wechat
We collect (1)Email Address, (2)Gender (3)Check-in time etc.
Suggest
Setup Location
(1)Sales department
(2) Model flat
How does
it looks like:
7

User connect to the wifi
system
After open the browser, it
will show the facebook
login in the webpage
F-wifi-Work Flow
The users are needed to
1) Like the fans Page
2) Accept the permission,
and our system will be
automatically to capture
their data
After finish the above
steps, it will show the
coupon in the page.
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例子:
優先睇樓

Auto Message
In Addition to capture the users
data, our system will also push
the post message in their wall.
(To make the further promotion
within their friends group)
Wall Post
Check In Post
Reference :
RingerHut
9
F-wifi-Work Flow

每第100名用家可得
F-wifi Reference- RingerHut
食肆 RingerHut
地點：門市店舖
10

WeChat Marketing
- To raise brand awareness
- To interact with the public
- To expand online presence
- To drive offline traffic
- Target Audience: Mainlander, Macau
11

WechatOnline platform Offline traffic
Goal:  To reach China Mainland potential customers
 To reach Hong Kong business owners who travel between Greater
China and Hong Kong all the time.
 To raise brand awareness
 To interact with the public
 To expand online presence
 To drive offline traffic
How it Works : •Draw fans through Sina Weibo (粉絲十萬以上的大號)
•Content marketing to retain subscribers
Data
Collection:
•Encourage subscribers to fill questionnaires through VIP program
•Collect and analyze background of subscribers
How does
it looks like:
12

WeChat Marketing
a) Standard package
b) Customized Function
13

WeChat Marketing
a) Standard package
• Setup account & apply verification
• 20 Keyword Setting
• 1 Post Per Day
• Promotion Through Weibo (大號)
• Monthly Report
b) Customized Functions
14

WeChat Standard Package
Increase the credibility
Increase the ranking from search result
• 1 Post Per Day
• Monthly Report
15

Preset 20 keywords as auto-reply function
Serve as customer service purpose
Reduce the effort of managing the account
Mainly for the new users to get the comprehensive
information (As users will only receive the post after
they follow the account)
Suggestions:
1. Property Information
2. Promotion/Discount
3. Investment tips
4. External linkages(e.g Website)
• 1 Post Per Day
• Monthly Report
16

• 1 Post Per Day
Update daily post align with brand related
information
Post Direction:
1. Brand or product information
 To promote or update product information
e.g 品牌概念、產品特色、最新優惠
2. Knowledge Sharing/Discussion/Q&A
e.g 房地產知識
 To induce discussion or share
 To attract and engage users
• Monthly Report
17

• 1 Post Per Day
Share posts via Sina Weibo to attract fans
 2,000,000 fans coverage
 Guarantee 2,000 fans growth per month
 Specific categories of Weibo or users
• Suggestion: stock, investment &property
 Location can be selected
• Monthly Report
18

WeChat Standard Package-Weibo (大號)
19

• 1 Post Per Day
• Monthly Report
Backend Panel
User-friendly backend panel for
monitoring the WeChat account
 Update post
 Reply comment
 General setting
 Manage users
20

WeChat Marketing
a) Standard package
b) Customized Functions
• GPS Locator
• Mini Website
• Membership cards
• 360°Overview
• Gallery Album
21

WeChat Customized Functions-GPS Locator
GPS Locator
 Develop the GPS locator to show the nearest show flats.
 Drive traffic to the show flats.
 Pin the popular estates on map and drive traffics.
22

WeChat Customized Functions-Mini Website
Customer: 廣州長隆旅遊度假區
23
Develop a mobile version mini website on Wechat platform
 Create a comprehensive online platform
 Integrate all information to one platform
 Establish a convenient way for users to visit the official website

24
WeChat Customized Functions-Membership Card
Membership Card
 Provide different discount offers to
WeChat users
 Encourage users to make offline
purchase
 Let users be loyal customers

How it works
WeChat Customized Functions-Membership Card
 Follow the WeChat
page to get the card
 View different discount
offers
 View the details of
discount
 Get the coupon
page/coupon code
25

WeChat Customized Functions- Gallery Album
26
Gallery Album
其本質是一個 html 5 頁面的開發,
可稱之為minisite 。通過設計展示樣式,
利用簡單吸引的圖文進行宣傳,
用戶可在此界面右滑動逐格瀏覽,
信息(如居住環境, 人文情懷)清晰明了,
可觀性非常強

WeChat Customized Functions- 360°Overview
27
360°全境圖 :
為微信minisite的開發, 用戶點擊進入此界面後, 可以360°無死角的自主控制視覺, 查看到戶型的每一個細節,
使客戶能有置身其中的感覺, 看房不用到處跑, 就能在微信上隨時查看每一戶型, 體驗感極佳

28
WeChat References – 碧桂園:十里銀灘

WeChat References-時代南灣
29

WeChat References-香港珠寶購物節
30

Event References-安怡
http://www.anlenechina.com/member-redeem.html
32

Linkedin Marketing
- Niche Marketing / Target the professionals / HR / Office Administrator
-(B2C, Service Promotion : High Income Group)
-(B2B , Corporate Training)
33

Linkedin Marketing
Mainly use the Linkedin advertisement
to reach the professionals, who may
be the potential customers of
Professional in Macau & Hong Kong
Medium or higher level of income;
with purchasing power
34

Linkedin Marketing
Precision targeting
By job title and function
By industry and company size
By seniority
Suggested targeting criteria
Hong Kong & Macau
Aged from 24-50
Manager, Senior, CXO, Business
Owner
- 2 new members every 1 second
- 225,000,000 members
- 86,000,000 HK members
- 400,000,000 Mainland members
- Avg. 41 years old
- 79% users >35 year-old
- 47% users are directors level or above
- 50% users are decision-makers in their organizations
- 69% users earn US$600K annually
35

Linkedin Online platform Offline traffic
Goal:  To reach high income professionals in both Hong Kong (86M) &
Mainland Chinese(400M).
How it Works : •Draw fans through Linkedin ad.
•Content marketing to retain
followers
 Company Page Setup
 Company Page Management
 Showcase Page
 Linkedin Advertising
 Linkedin Prospecting
 Linkedin Plug-in
How does
it looks like:
36

Linkedin Advertising
Precision targeting
By job title and function
By industry and company size
By seniority
Suggested targeting criteria
CEO, Director, Owner, Managing
Director, President, General
Manager, Vice President, Chairman,
Board Member, CTO, etc
37
High Level Group in Hong Kong are > 20,000 people

Company Page
Cover photo design
We can manage the page for you:
- Regular updates
- Reply to comments if needed
Pages of information just
like your official website
To allow users connect with your brand and follow
your news, you need a Company Page
38

Company Page Management
We can do content research and
copywriting for you, so that you
can have regular updates on
your company page
We will discuss with you the
general directions and tonality of
the content, and let you approve
in advance
39

Showcase Page
Showcase Page is like a
subpage under your
main page
Messages and updates
can be further tailor-
made to the followers of
that specific subgroup
40

Advertising
Linkedin updates can be
promoted to reach
specific target audience
Audience can choose to leave contact to you
when they click on your Linkedin ads
Linkedin advertising budget is counted in terms of
CPM (cost per thousand impression) or CPC (cost
per click)
42

Ad formats
 Text and image ads
 Video ads (within 120s)
 Text only ads
43
Advertising

We will set up program to grab
emails in specific related Linkedin
groups
Cost effective way to collect
contact from LinkedIn platform in
mass scale
Prospecting
44

Plug-in
Different Linkedin plug-ins to bring your target audience closer to you
Show your Linkedin profile for easy
discovery and connection
Users can share your website to their
Linkedin network
1
Users can follow your Linkedin page
at one click
2
3
Users can sign in or register with your
website using their Linkedin account
4
45

Plug-in
Different Linkedin plug-ins to bring your target audience closer to you
Show users information about your company,
as well as who in their networks are working for you
5
Show detailed information about your
company, and users can instantly follow it
6
Users can apply for your openings by just clicking this
7
Users can recommend your website
to their Linkedin networks
8
Show users personalized job offers
9
46

Potential Customers on Linkedin
49

Potential Customers on Linkedin
Potential Foreign investor
-Belgium
-Singapore
Potential mainland
investor
-Shanxi, China
Potential Hong Kong
investor
50

Summary
Unique benefits you can get from LinkedIn marketing:
-You can precisely target on B2B/premium/professional segments
-You can easily locate and approach decision-makers of various organizations
-You can generate potential leads
Why you should choose us to do LinkedIn marketing for you:
-We are well-experienced in doing marketing on social platforms
-We are well-experienced in managing social platforms for large corporations
-We are the first-mover in the industry to adopt LinkedIn marketing
51

Facebook Marketing
-Make Awareness & Brand Building
-Drive Online / Offline Traffic and Increase the transaction
-Increase No. of fans at Shanghai Min’s Macau fans page
-Target Audience: Macau (Mainly)
52

Facebook
Goal:  To reach Hong Kong customers
How it Works : • Draw fans through campaign and social ad.
• Content marketing retain the fans and transform them into loyal
customers.
Data
Collection:
• Campaign encourage fans to fill in a questionnaires , collect all
essential data for further marketing plan.
• Content marketing tests the preference of the fans.
How does FB
campaign looks
like:
53

Facebook Marketing
a. Facebook Advertisement
b. Maintenance
c. Campaign
54

Facebook Marketing
b. Maintenance
c. Campaign
55

Standard Facebook Advertisement
Target Users’ Behavior , for example :
1) Age Group > 25 Years Old
2) Have liked the fan pages of Henderson’ Competitors
3) Have liked the fans page of the luxury brands
Facebook-Targeting Advertising
56

Special Facebook Advertisement
We will import certain email lists generated from the
specified sections in forums, e.g.
1) Investment
2) Stock
3) Properties
By using facebook advert tool to
Analyze the behavior of those users and find out
another group of people with same characteristic.
57
Facebook-Targeting Advertising

Facebook-Media Plan (Overview)
Media Plan (HK$24,000)
Estimated Impression: ~4,000,000
Estimated no. of new fans by the end of March: 240,000
Market Placement Target Active Users Format
Creative
Size
Duration
Estimated
Impassions
Buy
Type
Cost (HKD)
Hong
Kong
Right column &
News feed of
facebook
1. HK residents
2. Interested in
purchasing
properties
3. 25 years old or above
240,000 Page Like Ad 150 x 240 1 month ~4,000,000 CPM $24,000
Total media buy
(NET) $24,000
Note:
1. Rate are subject to market fluctuation.
2. CPC price quoted above is based on estimation, and it may fluctuate +/- 20% over time fmarketing reserves the right to
optimize the bid price during the flight to ensure campaign delivery is according to schedule.
3. For campaigns starting in more than 6 weeks from the contract sign date, fmarketing reserves the right to adjust the
CPC price 2 weeks before the campaign begins.
4. fmarketing reserve the right to extend the campaign for a maximum of 30 days to fully utilize the budget.
58

Facebook Marketing
b. Maintenance
c. Campaign
59

• To be an expert in your field
•To maintain relations in a positive manner
•To attract new customers and grow business
• To enhance competitiveness
Engagement rate is an more important indicator than Fans number
Why should we obtain high quality content,
numerous likes, much deserved share?
Facebook-Objective of Content Marketing
60

• Up to 3 times a day to respond as required
• M-F business hours only (crisis management out of
hours)
Customer Service
• Liaise with client regarding page direction and content
• Create Timeline Posts based on client direction
Understand the need and
preference of fans
• Encourage fans to interact with the brand
• Transform fans into loyal customers through gamesEngagement (Loyalty)
• Better search result through high quality contents
• Increase the liability of the message
Search Engine
Optimization
Facebook-Fan Page Maintenance (Our Features):
61

Facebook Maintance Reference: Tmall.com 天貓 (淘寶網)
62

Facebook Maintance Reference-大家樂
63

Facebook Maintance Reference-必瘦站
64

Facebook Marketing
b. Maintenance
c. Campaign
65

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Facebook Campaign Reference -碧桂園

Here are our suggested websites for Google banners
Please pick two from them to minimize the cost, but reach the right target
68

Some researches for the keywords, we will allocate your budget to reach the best ROI
73

Some researches for the
keywords, we will allocate
your budget to reach the
best ROI
75

Successful Case
Increase 6,000 fans within 2 weeks and collect 8,000 emails
77

Before the campaign Launch (Start from 0 fans) : After 2 weeks:
Target Audience:
Successful Case
78

Increase 30,000 fans within 2 weeks一田集團
Successful Case
79

By organizing 3 facebook campaign,
there are over 18,000 fans increase in the
fans page within 3 months, and also the
engagement rate of the users is also
increase by 50%.
Successful Case
80

By organizing 3 facebook campaigns
there are over 15,000 fans increase in the
fans page within 3 months.
Coupon redemption of Fans are > 1,200.
The estimated sales generation
> $350,000 (Conservative calculation)
Successful Case
85

For more reference cases of fMarketing
You can visit below website
http://www.fmarketing.hk/mobile/?page_id=94
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Client List
- Food & Beverage
Client List
- Baby
93

Client List
- Education
Client List
- Charity
94

Jack Lam
eMarketing Director
Mobile: +852 9252 2291
Email: jack.lam@fmarketing.hk
eMarketing Technology Limited
9/F, Oxford Commercial Building, 494-496 Nathan Road, Yau Ma Tei, Kowloon, Hong Kong
Tel +852 3111 6899
Fax +852 3117 2226
Sandy Cheung
Sales and Marketing Executive
Tel: +852 3115 6665
Email : sandy@fmarketing.hk
Contact
95

Social Marketing Strategies for Real Estate

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