Real estate agents and developers are currently facing a number of challenges: changing customer expectations, the impact of the pandemic, volatile prices for building materials, and so on. These difficulties are amplified when dealing with 3D real estate marketing, as new technologies are difficult parameters to master. Now more than ever, data analysis has become essential to break into this field. In this guide, you'll find all you need to know about analytics, or the process of systematic data analysis for 3D real estate marketing.

Analytics in 3D real estate marketing: why is it important?

Analyzing and managing data, especially metrics, is vital to success in 3D real estate marketing.

Understanding the changing landscape of 3D real estate marketing

Analytics help you to better understand the changing landscape of 3D real estate marketing. This is because these tools enable you to collect and analyze a variety ofkey indicators, essential to your understanding of an ever-changing real estate market. By taking a close look at the data generated by customers' interactions with 3D content, you'll know how these technologies can be optimally used to attract and engage prospects.

For example, you'll be able to understand how customers interact with 3D real estate models, digital mock-ups, virtual tours and other 3D real estate marketing elements.

Implement effective decision-making strategies

Thanks to analytics, you'll be able to track your 3D real estate marketing performance and identify which ads are effective and which are less engaging. You'll be able to make informed decisions and discard ineffective strategies.

For example, by analyzing data on user engagement with visual elements such as 3D images and videos, you can identify the types of content that generate the most interest and positive reactions. This in-depth analysis enables you to fine-tune your marketing strategy, using the formats and messages that best resonate with your target audience. By analyzing market trends, customer preferences and online behaviors, you can fine-tune your real estate project and optimize your performance.

Data analysis tools for 3D real estate marketing

There are various data analysis tools for real estate marketing in general, but also for 3D marketing.

Google Analytics

Google analytics is a huge platform that collects data on web users via cookies placed on your website. The data collected enables you to better target the interests of your visitors. This particularly powerful tool provides you with useful data or "insights" for your 3D real estate marketing campaign: traffic sources, user behavior, objectives and conversion rates, advertising campaign performance, content relevance, etc.

Google Analytics provides detailed information on which marketing campaigns have generated the most interest. Similarly, you can obtain information on the causes of actual visit requests, as well as the types of properties that most interest customers.

Heatmaps

Translated into French as "heat map", the "Heatmap" is a visual representation that allows you to detect the areas most consulted and clicked on by users on a web page. With a heatmap, you can identify the areas that have attracted the most attention from customers on your 3D model or digital mock-up.

For aneffective marketing strategy, make these areas more accessible, by providing more relevant information at these locations. You can also improve your content and highlight the most attractive features of properties for sale; this can increase prospects' engagement and interest.

Social network management tools

Nowadays, every good real estate developer needs to be present on various social networks. To manage your multi-media presence, including tracking and understanding your audience, you can use dedicated tools. These tools provide you with cross-platform analytics, enabling you to measure engagement levels so you can create the right content.

• Hootsuite: This is one of today's most popular tools. It lets you manage multiple social media accounts, and monitors and reports on the effectiveness of your 3D real estate marketing strategy on the networks.
• Buffer: It allows you to schedule publications on numerous social media channels: Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. It also provides analytics relating to the engagement of your publications and the performance of your 3D real estate marketing in general.
• Sprout social: In addition to basic functionality, it generates leads that enable you to identify potential customers on social media.

Customer Relationship Management (CRM) software

CRM (Customer Relationship Management) software is a tool for collecting and analyzing customer data. CRM software is renowned for its ability to centralize all customer-related information, enabling the real estateagency or developer to perfect every stage of the customer journey.

For your 3D real estate marketing campaigns, also use CRM software to identify prospects genuinely interested in a specific 3D property, as well as to gather relevant information about their needs, preferences and interaction history.

In addition to its task automation function, CRM software can have a number of features that are essential for managing marketing campaigns, such as tracking real estate transactions or precise performance analysis and monitoring.

What techniques can be used to leverage analytics in 3D real estate marketing?

To effectively leverage your analytics for your 3D real estate marketing strategy, you need to use these tools proactively, integrating them into your decision-making process at every stage of the real estate project.

Improved data collection and management

You should first identify the specific areas you wish to improve in your 3D real estate marketing: increasing the number of virtual visits to your site, increasing the conversion rate of leads into potential customers, or the retention of existing customers. In addition, focus on relevant data such as demographics, online behaviors, social network interactions, transactional data and so on.

Prior to data processing, sort or "cleanse" your data using software such as Excel, OpenRefine, Trifacta or Data Ladder. For the actual analysis, use tools and techniques to create effective dashboards.

Customer segmentation and targeting

For efficient data processing, segment and target your customers. This technique will enable you to adapt each real estate project to the expectations of the target clientele. This may involve geographic segmentation, demographic segmentation, psychographic segmentation or behavioral segmentation.

Create a personalized experience thanks to customer feedback

You can combine your 3D real estate marketing analytics with analyses of customer feedback and comments. It's possible to design customized solutions for each customer, by listening to feedback. By bringing together the data obtained in these various ways, you can personalize the customer experience, creating, for example, various types of virtual tour.

3D real estate projects

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