They said they are superficial, don't think about the future and are only focused on the here and now. Precisely because of this, you may be surprised to learn that young people between the ages of 18-34 make up about a third of the apartment buyers in Israel today, according to data recently published by the real estate company Bambi. So how do you approach them and convince them to buy from you?
Mick Kadosh (28), CEO Leith of the Power Couple real estate investment company
says that in order to reach a young audience you really have to speak their language. It sounds logical, but when many companies try to be young and cool and then advertise on the radio, on stations where the same target audience is not found, they miss the mark.
But everything is so fast on Tiktok. How can you interest the audience and not bore them when there are so many tiring technical details?
First, breathe. Not everything has to go through a single message. Advertising people have anxiety that if we don't have enough time to insert all the messages - we won't get the long-awaited purchase. So welcome to marketing in the new world. The new marketing funnel is quite simple and consists of the following steps:
A light video of up to a minute
A landing page for leaving details in exchange for a colorful and light brochure that will be sent to WhatsApp
Coordinating a meeting with the potential client at the company's offices
Use content creators who know the young audience very well and know how to convey your messages well. It's absolutely fine to switch to short videos on Tiktok and WhatsApp to do eye level marketing.
Leave you with presenters, billboards and toy advertisements. Show your face, the founders, owners and employees; Let viewers see all sides of you; Who is the person behind the company? What mistakes are there in the field or that we as customers might make? What do you know we don't?
You describe a rather Sisyphean method, not everyone has a following and most of us have to start from scratch.
Mick Kadosh./PR
Right. When we started, our messaging was mainly through emails to our distribution list, which contained a picture and a text. Later, we started uploading amateur home-shot videos with documentation of renovations we did to our apartments before and after.
At a certain point our videos started to make a lot of noise, but They were videos of controversial statements without in-depth explanation, which also drew a lot of bad reactions. We think that such videos are also necessary because they help to reach a larger target audience and in marketing, we believe in the law of large numbers. Why? Because it is enough that 1% of the audience does connect to the idea, and we reached a large enough audience. Later, we upgraded and started incorporating very authentic videos that conveyed the thinking logic and actions behind our messages. Finally, we stopped using scripts and written texts.
This is very different from what has been done to date in the real estate market. Where does the courage come from?
We just talk like we talk to friends, and that's how we think it's best to make videos today. We noticed that the audience appreciates it. In fact, the "imperfection" really captures the audience and even the imperfections. Therefore, you will also see your flaws and imperfections in the videos. This adds to your credibility and conveys that you don't take yourself too seriously.
This is why we no longer work with pre-prepared texts. The business owner is not an actor and he should focus on what he is best at, that is, talking about the subject in which he is an expert. As soon as there is a text, suddenly it has to be an actor and then all authenticity goes to waste.
Still, is there anything you would have done differently looking back?
Sure, there are some mistakes that are important to avoid. One of them is to create too many "noise" videos, that is, videos that show all kinds of teasers and say extreme things, but on the other hand, do not integrate alongside them videos that give the audience real value.
If you decide to say extreme things, go for it. Trying to be too gentle and try to go between the drops would be a mistake, because the audience recognizes this lack of authenticity and therefore, what is right to do is to convey unequivocally and without reservations what your approach is in the field.
So what does it take to be successful on TikTok and how is it different from Instagram?
In TikTok, unlike Instagram, the first 3 seconds are the most important, so the initial hook at the beginning of the video should be very special and keep the viewer in the video. The more people continue to watch after the hook, the more Tiktok's algorithm will increase exposure to that video.
But don't stop at Tiktok, strengthen yourself on Instagram as well. On Tiktok, you should make lighter videos with as "weird" a hook as possible, and the goal in the videos will be to gain exposure and brand awareness. The idea is to create a drive from Tiktok to Instagram through a link on the Tiktok page.
On the other hand, on Instagram, the goal will be to show videos with educational, serious and more in-depth content. On Instagram our goal will be to strengthen trust in the brand and motivate the action of contacting in a private message or leaving details on a landing page.
In conclusion, the Tiktok audience is evolving and changing all the time. He is exposed to many videos from Israel and the world, sees and updates on trends every day and knows how to carefully criticize the content he sees. Therefore, to market him a product that is a little more complex than usual, we must understand his mindset, get to know him but also understand the platform on which we operate. In order to succeed in this, we have the responsibility to adapt the messages to what the audience expects and wants to see. It happens that you don't succeed in every video and that's okay. The trick is to learn from every experience and polish our style according to what works for us in front of the audience and what they expect from us.