Online Marketing Guide for Hong Kong Real Estate Companies

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Working in the Hong Kong property industry and looking for ways to find new customers outside of traditional listing websites? In this guide, you will learn how to generate leads and new customers using Facebook, Youtube, and Google.

Further, we also explain how you can utilize webinars and call booking forms to turn those leads into buyers or tenants.

Facebook Ads

Facebook ads make it possible to show your real estate ads to a highly specific audience. For example, you can set the following parameters:

  • Location: Hong Kong
  • Sex: Male and Female
  • Age group: 34 to 65 years
  • Language: Chinese (Cantonese), Chinese (Putonghua)

Further, you can even get more specific and show your ads to people belonging to a certain income group, or if they have certain interests.

The demographics you decide to target depends on whether you’re out to sell units or find tenants for a rental apartment.

In addition, you are not confined to advertising in Hong Kong. You can adjust the location to show your ads in any country or city in the world.

Ad types

You’ve probably already seen thousands of ads in your own Facebook feed by now. However, here are the ads that I think work best for property developers and real estate agents:

  • Video ad
  • Image ad
  • Lead form ad

Ad placement

Facebook ads can be placed in the Facebook feed, which is the most valuable and expensive placement. That said, you can also show ads in the sidebar.

Bid

You can choose to bid per click, conversion (e.g. lead form submission on your website), video view or impression.

Daily budget

You can set a daily budget to ensure that you don’t spend more than a fixed amount. For example, if you set the budget to 1000 HKD per day you can be sure that you will not spend more than that per day.

HK Property Marketing Guide

Youtube Video Ads

YouTube is the second largest search engine and the best place on the internet for video advertising. Here, you can advertise your real estate agency or an entire project. The best thing is that YouTube offers a very affordable way to reach a huge audience – be in Hong Kong or elsewhere.

As with Facebook ads, you can also set your parameters to target certain demographics:

  • Location
  • Sex
  • Age
  • Interests

As such, you can target every man or woman in Hong Kong between the age of 35 and 65 watching videos related to property or investments.

Creating your video ad

Try to keep your video simple and on point. Here are a few examples of how real estate companies can create interesting videos that drive leads:

Serviced Apartments Company

Serviced apartment companies should focus on presenting their available units or buildings to the viewer. You should also mention the monthly rental, benefits (e.g. one month deposit), location and limited time offers (if any).

Real Estate Agency

Showcasing available units for rental or sales will quickly render the video out of date. Instead, focus on introducing your real estate agency, location, services, commissions and a clear call to action.

Property Developer

A property developer is primarily interested in selling available units in new developments. As such, create video ads specifically for each project.

Google Adwords

With Google Adwords, you can target specific real estate and property-related keywords. This works best if you focus on local ads.

Sheung Wan Serviced Apartments

You don’t need to limit yourself to your specific location. Try to go a bit broader:

  • Serviced apartments in Hong Kong
  • Serviced apartments in Sheung Wan
  • Serviced apartments in Sai Ying Pun
  • Serviced apartments in Kennedy Town
  • Available apartments in Sheung Wan
  • Shared apartment in Sheung Wan

Most people looking for a serviced apartment in Sai Ying Pun are likely willing to settle in nearby Sheung Wan, just to give you an example. Likewise, someone looking for a shared apartment in Sheung wan would probably also consider a serviced apartment in the same area.

That said, I would not bid for broad keywords that are not directly related, such as “Property developers in Hong Kong”. Doing so would just result in a lot of clicks from people who are not looking for apartments in my area at all.

Sham Shui Po Real Estate Agent

Let’s say that you’re a real estate agency focusing on both rentals and sales in Sham Shui Po. In this situation, you should also focus on bidding for keywords related to your specific area:

  • Rental apartments in Sham Shui Po
  • Apartments for sale in Sham Shui Po

Based on the same logic as with the serviced apartments, I’d also add nearby stations to the keyword list:

  • Rental apartments in Cheung Sha Wan
  • Apartments for sale in Cheung Sha Wan
  • Rental apartments in Prince Edward
  • Apartments for sale in Prince Edward
  • Rental apartments in Mongkok
  • Apartments for sale in Mongkok

You can go even more specific and target certain street names, or developments

Ho Chi Minh City Property Development

Selling units overseas is a bit different. That said, you can still get quite specific with your keywords:

  • How to buy property in Vietnam
  • How to buy property in Ho Chi Minh City
  • How to buy property in Hanoi
  • How to buy property in Danang
  • Property developments in Vietnam
  • Property developments in Ho Chi Minh City

Again, you don’t necessarily need to be exclusively focused on the city your project is located in. Someone who is actively searching for property in Hanoi or Danang is probably also interested in Ho Chi Minh City.

Free Webinars

Real estate seminars are not exactly a new concept in Hong Kong. However, online webinars enable you to take your seminar to the living room or phone of your potential buyers. Further, you can produce an interesting webinar from your office using your laptop.

Webinars are very effective when it comes to presenting property developments, available units, taxes, and foreign ownership rules.

For example, you can send people clicking on your advertisements directly to a webinar registration page. While watching the webinar, you can then invite them to visit your office or book a call.

Call Booking

You can also send people clicking on your ad directly to a call booking form, or even showcase your phone number directly in your advertisement.

The key is to make it easier for people seeing your ads on Facebook, Youtube and Google to make contact with your company.

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