INTRO
Cotton & Company’s digital services are focused on driving real estate sales through the successful development and implementation of a robust internet marketing strategy. Our hive of digital marketing specialists bring a critical real estate focus to the technologically driven structure and implementation of an online promotional campaign.
WEBSITE DESIGN & DEVELOPMENT
As the core of any successful online program, your website must be developed to satisfy both the consumer and search engine algorithm. Here, the principles of real estate sales are applied throughout a complex honeycomb structure, yet at the same time creating an interactive and personal experience for the consumer. Developing a well-planned and relevant website results in greater cost efficiency for PPC campaigns and a more compelling presentation of your community.
WEBSITE OPTIMIZATION
Organic search traffic is always the most qualified and we want your community’s to be found when consumers begin their buying process. The structure of your site must include an integrated strategy designed to work in concert with the digital lead generation programs. Hand-picked key words and phrases are integrated throughout the program, giving your website the highest opportunity for relevant visibility.
For the hive to operate efficiently honey bees have developed a complex form of communication.
KEYWORD STRATEGY
Cotton & Company uses a variety of software resources, top industry tools and our proprietary process to identify key words that will be most effective for your specific project. We evaluate the competitive landscape and consumer search patterns as well as assess the cost/benefit of each phrase as it relates to your market. Every property requires a unique approach and an in-depth review to determine the best possible channel to build a solid internet foundation. Consistent and relevant keywords are the building blocks of success in a digital marketing program, creating visibility and driving targeted traffic to your website.
One bee hive consists of a single queen and hundreds of male drones and thousands of female worker bees. Together they can produce more than 60 lbs of honey or more in a good season.
LANDING PAGES
Data capture is a key objective of all of Cotton & Company’s online programs. Often times, developing a landing page structured to support a specific campaign phrasing or marketing strategy can be the most effective tool for lead generation and capturing prospective buyers. Creating fulfillment tools that inspire the prospective homebuyer to share their contact information is a critical component of the programs’ success. By utilizing the landing page to showcase and offer your fulfillment piece to consumers, Cotton & Company successfully attracts more qualified new home buyers’ leads.
A forging bee may visit more than two million flowers and travel up to 55,000 miles.
Digital Fulfillment
DIGITAL FULFILLMENT
Digital fulfillment strategies are a cost effective way to involve video, digital brochures, and emails for delivering requested information and promotional offers. Cotton & Company personalizes each piece based on your project and the qualified consumer attributes. In today’s ever-changing market, digital fulfillment pieces are convenient and efficient. As these tools do not require printing, Cotton & Company is able to utilize them to serve current information to prospects in a creative and engaging manner. These pieces work seamlessly with mobile devices with fully responsiveness design.
Responsive Programming
RESPONSIVE PROGRAMMING
In these digital days your customers are literally moving targets. Always on the go, they’re searching for real estate on their smart phones and tablets. Integrating responsive programming into every aspect of a website is an absolute must. This eliminates the need for separate versions of the website and you eliminate the chance that outdated content was over looked in the last update.
Link Building
LINK BUILDING
Building strong inbound links from credible sources is important to powering a website. The more quality inbound links a website contains, the higher value search engine algorithms place on them. Cotton & Company’s innovative content-marketing strategy maximizes social targeting to reach qualified homebuyers, while generating a consistent back link network to support our search engine optimization efforts. By keeping the information relevant and correlated, we are able to further enhance the website, strengthening it for both consumer use and search engine optimization.
Bees fly about 55,000 miles to make just one pound of honey, that’s 2.2 times around the world.
Content Marketing
Content marketing is story telling at its best. We understand the emotions that drive a homebuyer to make decision, and no two buyers are the same. Our strategic approach focuses on creating engaging sales content and distributing this information through targeted social channels based on the individual’s demographics and interests. Search engines are seeking current and relevant information, and they value updated content on your website. By integrating newsfeeds and blogs, we not only to provide potential homebuyers with information that influences their decision, we also deliver positive results positively with search engines.
The bee’s brain is only about the size of a sesame seed, yet it has remarkable capacity to learn and remember.
Social Targeting
Social Targeting
With today’s social networks partnering with Experian, US Census, and other data companies, we are able to access an unprecedented targeting tools for real estate digital marketing. The program moves well beyond geographic and demographic targeting to include education, spending habits, recreational and cultural interests, education, home composition, financial status and nearly anything else you can imagine. These targeting campaigns are uniquely created with your project in mind, driving relevant consumer traffic to your website while reinforcing your overall campaign.
Social Interaction
social interaction
Whether on Facebook, Twitter, LinkedIn, Pinterest or any of the other social channels, Cotton & Company recognizes the importance of engaging potential homebuyers in conversation. We never sell, but we’re always educating and intriguing our audience to invite interest in our residential offering. Presenting the information in a thought-provoking way invites conversation, which is driven to deliver action, promoting online consumers to visit your sales office and tour your model residences. Open House this weekend? We’ll get the word out to your friends… and their friends.
Pay Per Click
Pay Per Click
Pay Per Click digital advertising is a competitive environment for keywords and phrases that is used to direct pertinent traffic to your website. The price you pay for this engagement is directly related to the relevance of the content you’re delivering to the consumer. Cotton & Company’s experts are able to optimize your website and marketing campaigns to work in concert, thereby lowering costs and raising the performance and effectiveness. Cotton & Company and its in-house digital experts are able to offer a complete understanding of these terms and tools to garner cost-effective paid placements, therefore generating relevant traffic as well as organic searches.
Retargeting
Cotton & Company utilizes the latest industry tools to first drive qualified traffic to your site. Retargeting is the ability to specifically target ads and campaigns towards consumers that have previously visited your website. When these prospects click elsewhere, we are able to tap into their viewing patterns to reach back out, for constant visibility and contact, directing these consumers back to your website. By keeping your project in the forefront, we are able to capture the attention and information of prospective buyers.
The honeybee waggle dance enables worker honeybees to inform her sister about great locations for food, water or a new home.
Database E-Communications
Database E-Communications
Cotton & Company delivers comprehensive follow-up programs. Database e-communication include relevant messages that engage, in the buying process through email, e-newsletters, mobile texting and LinkedIn. Specifically targeted and relevant, these e-communication tools are used to compel prospective buyers to visit your website or call your sales office. Corresponding digital fulfillment pieces can also be incorporated to promote click throughs and engagement. Cotton & Company coordinates every aspect into one, cohesive digital marketing campaign, further promoting your project and engaging community lifestyle.
Digital Creative
DIGITAL CREATIVE
Cotton & Company’s powerhouse creative team combines with our expert digital strategists and vast real estate experience deliver results. Our creative team delivers top-of-the-line designs unique to the real estate industry, which are then programmed and implemented into the overall marketing strategy. Data is continually collected and analyzed and changes can be made, if necessary, quickly and efficiently to get the best results for your project. Digital creative can be personalized and targeted, based on relevant demographics, interest and home type desired.
MEASURING & REPORTING
Cotton & Company constantly measures, manages and evaluates data using a variety of tools. We then determine next steps, identify new opportunities and set goals for future campaigns. These strategic evaluations help bring prospective buyers through the sales funnel while analyzing each step in the process to fine tune the program. Cotton & Company is involved from initial inquiry through closing, helping you attract consumers and convert into buyers. We do more than pull reports. We are here to translate the data and harness the information, turning it into tactical strategies and successful sales campaigns.
A typical beehive can make up to 400 pounds of honey per year.
Cotton & Company
Sweet Success
Over the past four decades, Cotton & Company has focused exclusively on the unique challenges of the real estate industry. No other company delivers a more focused perspective, a more insightful strategy, a more innovative methodology, or a more integrated and efficient digital program all under one roof. Good news: you’ve found your digital marketing real estate specialist at Cotton & Company.
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