Blue Tangerine: Attracting E-Commerce in the Real Estate Sector

Atlanta Real Estate Forum Radio

Erik Martinez, executive VP and co-owner of Blue Tangerine joins host Carol Morgan for this week’s Atlanta Real Estate Forum Radio episode. In this podcast segment, Martinez discusses real estate e-commerce and everything home builders should know to be successful in a technology-driven world.

How does e-commerce work in the real estate sector? Martinez explains that there are two objectives to consider: branding and accessibility. Home builders invest in websites with tight branding and stunning imagery because it draws home shoppers in. However, many shoppers seek easy-access information that can be seen from the homepage. Blue Tangerine assists home builders by transforming their sites with quick, easy links that connect buyers with the necessary information to take further steps toward purchasing a home.

“I need to know: ‘Do you build where I want to buy?’, ‘Do you have a price point that’s in my budget?’ and ‘Do you have a style that resonates with me?” said Martinez. “And if I could address those three questions when I land on any page on the site, then you’re going to get me to engage.”

When home builders set up digital marketing, the goal is always to keep shoppers engaged and scrolling through the site for a significant amount of time. Martinez suggests interactive components that outline floor plans and allow shoppers to explore any current customization options. Setting up this level of data is an investment, but it makes a difference between your business and your competitors because buyers are looking to absorb tangible information without searching for it.

How does Blue Tangerine keep home shoppers engaged even after leaving the site? Like many e-commerce providers, it targets website visitors when they enter the site, as they explore it and again when they leave to check out competitors. A simple “Can we send you more information” pop-up gets about 3% engagement, but Blue Tangerine can take that data and adjust marketing accordingly.

“A good e-commerce retailer would not only capture that [data], they follow up with you via an email sequence or a text sequence, depending on what you what that particular buyer chooses, and they’ll provide the benefits of the product,” said Martinez. “They’ll provide recommendations on other products and tell the story of the brand.”

Another approach is to provide a sense of scarcity. What does that mean for home builders? If someone visits the site and looks at a particular floorplan or community, you want to follow up and make it seem in-demand. Maybe only two lots are available in the community they viewed, so an informative email might inspire that person to put down a deposit sooner than later. Making your products seem important to shoppers and encouraging a healthy level of urgency to purchase is important.

Tune in to the full interview above to learn more about Blue Tangerine, or visit www.BlueTangerine.com.

A special thank you to Denim Marketing for sponsoring Atlanta Real Estate Forum Radio. Known as a trendsetter, Denim Marketing has been blogging since 2006 and podcasting since 2011. It is currently working on strategies for the Google Helpful Content update and ways to incorporate AI into sales and marketing. Contact them when you need quality, original content for social media, public relations, blogging, email marketing and promotions. A comfortable fit for companies of all shapes and sizes, Denim Marketing understands marketing strategies are not one-size-fits-all. The agency works with your company to create a perfectly tailored marketing strategy that will adhere to your specific needs and niche. Try Denim Marketing on for size by calling 770-383-3360 or by visiting www.DenimMarketing.com.

---

The Atlanta Real Estate Forum Radio “All About Real Estate” segment, presented by Denim Marketing, highlights the movers and shakers in the Atlanta real estate industry – the home builders, developers, Realtors and suppliers working to provide the American dream for Atlantans. For more information on how you can be featured as a guest, contact Denim Marketing at 770-383-3360 or fill out the Atlanta Real Estate Forum contact form. Subscribe to the Atlanta Real Estate Forum Radio podcast on iTunes, and if you like this week’s show, be sure to rate it.