Structured Marketing – Through our phased marketing model – Tortoise Property Blog

Let’s take a look at our ‘structured marketing’ approach from our Phased Marketing Model.

Structured marketing further refines the focus, targeting both active and passive buyers through psychographic segmentation.

This segmentation goes beyond demographics to include lifestyle, values, interests, and personality traits. For example, ads might be tailored to appeal to eco-conscious buyers by highlighting energy-efficient features of the home or to those who value luxury by emphasising high-end finishes and amenities. Supported by strong local market data, spotlight area blogs and property quizzes that further engage potential buyers, structured marketing delivers everything that a buyers needs in one places they can make that crucial decision as to whether or not to shortlist your home.

This phase involves strategic use of advertising platforms like Facebook, Instagram, and Google, utilising their advanced engagement capabilities and AI to reach the most relevant audiences.

By understanding the psychological drivers and lifestyle preferences of potential buyers, structured marketing ensures that your home resonates on a deeper level, engaging both those actively looking and those who might be persuaded to move by the right property, delivered directly to them on their own sofa.

What is structured marketing?

Structured marketing is a highly targeted and systematic approach to property marketing that engages specific types of prospective buyers likely to purchase a particular type of home. This method involves producing marketing content tailored to these buyers and delivering it through the most effective channel.

Additionally, structured marketing provides clear client feedback and enables the home’s popularity to be benchmarked within its marketplace. This precise and formalised format ensures that marketing efforts are efficient and measurable, providing valuable insights and feedback to both the agent and to the owner of the person selling their home.

So, we determine the most likely demographics of people who are going to want to buy your house, and we strategically use Facebook, Instagram and Google advertising to utilise the artificial intelligence and algorithm’s within these platforms to connect with buyers who are most likely to be interested in your home.

How does the AI work?

To explain this fully we need to dive into things like the ad copy and what’s actually part of our content. I’ll do my best to explain this without being too technical and sounding too much like Don, our Tech Wizard! (Sorry Don).

Ad Copy:

Ad copy is so important when marketing. The simple way to explain it is the text you see on the ad (below is an example). This contributes to the AI algorithm as the platform its on (so let’s take Facebook for an example) understands the words that are written in the ad and consequently knows who to target with it. This helps us reach the buyer who is most suited to you.

Engaging Specific Buyers

Structured marketing focuses on understanding the demographic and psychographic profiles of potential buyers. By identifying these characteristics, we can create targeted marketing campaigns that speak directly to the needs and preferences of these buyers.

For example, a family home might be marketed with videos showcasing spacious living areas and nearby schools, while a single-floor property ideal for retirees might emphasise ease of maintenance and accessibility.

Marketing Assets

A critical aspect of structured marketing is the variety of marketing assets used to engage potential buyers. These assets include:

Videos: High-quality videos that provide a comprehensive tour of the property, highlighting key features and benefits.
Floor Plans: Detailed floor plans that allow buyers to visualise the layout and space of the home.
Quizzes: Interactive quizzes that help buyers determine if the property meets their needs and preferences.
Blogs: Informative blog posts that provide insights into the property and the surrounding area, showcasing the lifestyle benefits.
Pictures: Professional photographs that capture the best features of the property.
Area Market Data: Data on the local property market, helping buyers understand the value and potential of the home.

By using these diverse assets, we can create a rich and engaging experience for potential buyers, making them more likely to take the next step in the purchasing process.

Location, Location, Location!

So we’ve got our ad. Next question: where do we send it? We send our ads to three different audiences. One goes to Peterborough, another to the A1 corridor and the final one goes to the 23 major cities in England.

The Peterborough ad is obvious. Most people move home within their local area and If we can sell your house locally: we will!

However in some cases we know that it’s more likely that a buyer will come from outside of the city, which leads us on to the other two ads.

The A1 corridor targets Potter’s Bar, Hatfield, Hitchin, Stevenage, Bedford, Cambridge, St Neots and Huntingdon as well as many other towns, market towns and villages. As I’m sure you’ve worked out from the name, we’re aiming to reach everyone who lives on the main rail line towards London King’s Cross and Euston Station. Why? Because we understand that London is a huge draw for people to work in, but is extremely expensive to live there. We therefore offer them another option; why not come and live in Peterborough with affordable housing, great Wi-Fi and a 50 minute train journey away from London when you need to visit?

The national ad campaign targeting the 23 major cities is similar. However, of course this time we’re aiming to reach people who’ve never even heard of Peterborough! Have you thought about the people who want to work in finance, banking, tech or the pharmaceutical world? Well, the two best places in the country to achieve this is London and Cambridge. We’re in a position to give access to these two cities without having for a higher cost of living that includes higher property prices.

Structured Feedback and Benchmarking

One of the significant advantages of structured marketing is its ability to generate clear and actionable feedback.

This data allows us to benchmark the performance of each campaign against proven standards, identifying areas for improvement and optimising future strategies.

For example, by comparing the performance of videos, floor plans, and blogs across different properties, we can determine which assets are most effective at engaging buyers and driving interest. This structured approach ensures that every marketing campaign is data-driven and continuously refined to maximise results.

By using a consistent format across all marketing campaigns, estate agents can collect detailed statistics on how each property performs, so benchmarking can be used to gain insights on a homes popularity. Metrics such as an adverts impressions, reach, engagement and click-through rates also provide valuable insights into the effectiveness of the marketing efforts.

Quality Over Quantity

Structured marketing prioritises quality over quantity, focusing on delivering targeted content to a specific audience rather than reaching a broad, undifferentiated group. This precision ensures that marketing efforts are not wasted on uninterested viewers but instead reach those most likely to be interested in the property. By tailoring content to meet the needs and preferences of prospective buyers, we increase engagement and drive more qualified buyers to your home.

Why do we do this?

So why ALL the effort? As I discussed previously in the blog introducing the phased marketing model, we don’t see the value in just putting your home on the portals and leaving it there to go stale. We want to be proactive and find buyers who are likely to purchase your home. We want to appeal to both the active and passive markets as well as tailoring specific ads to appeal to only your buyers.

In addition to this we want to create ‘Confirmation Viewings’. If you read the last blog I wrote, you’ll know all about these but for those who didn’t, confirmation viewings are simply prospective buyers already planning to make an offer. A confirmation viewing for a prodpective buyer should be to confirm their existing expectations and emotions that has been created whilst exploring the online presentation, which is why we offer so much information about a home within our marketing ads (click here to read my OTM blog).

We create the ‘positive emotion’ required within a buyer before they even arrives at your door!

This, is #OurDifference.

To Conclude…

Thanks for taking the time to read this blog!

Looking for some next steps? These links could be useful:

If you have any questions or topics you would like to see discussed in the future, then please do get in touch. You can connect with Sam Gott on LinkedIn here or Mike Matthews here.

Thanks again, and we look forward to connecting.