Effective private equity real estate digital marketing strategies during COVID-19

Digital transformation has affected businesses across all industries, including the financial services sector. According to research conducted by BDO, approximately 97% of financial services firms have already implemented or are planning a digital transformation strategy to adhere to current social circumstances and client expectations.

This article will focus on critical areas of digital marketing that will effectively help build quality engagement with clients and investors, particularly in the private equity real estate sector. Private equity real estate is an asset class involving a property's acquisition, financing and ownership, including a combination of private and public investments in the real estate market.

Impact of COVID-19 on the UAE real estate market

The COVID-19 pandemic has severely affected businesses as institutions have prioritised the safety of their employees and portfolio companies. McKinsey states that revenue has experienced a sudden decline of over fifty per cent, causing temporary closures of entire industries such as movie theatres.

Although the lockdown has loosened up in the UAE, social distancing has become a daily life. People have been spending more time online, causing a shift in how and where they invest their money.

We Are Social conducted a Digital 2020 report in partnership with Hootsuite, affirming that the world’s total population are currently using social media. The high-net-worth individuals of tomorrow are emerging as consumers and market players in the online field while being natural experts in digital communication.

The private equity property sector is expected to adapt to the digital age, as buyers and sellers use time in quarantine to conduct market research. Investors make decisions through digital communication based on engaging content, brand reputation and online analysis; trustworthy firms are expected to already have an established online presence.

With this in mind, how can your firm translate traditional networking tactics into effective digital strategies to build rapport with potential clients during a pandemic?

Content marketing

Before launching a campaign, it is essential to identify your target audience, their pain points and their goals; each campaign can revolve around multiple target personas. By understanding the needs of your audience, your content will communicate more clearly, resonate better with each audience group and position your brand as trustworthy.

Video campaigns can include live online viewing capabilities, webinars and virtual tours. According to Exxon Research, seventy per cent of users prefer organisations with engaging video content. It is also essential to take the time to publish written articles weekly that highlight more in-depth information to support each video that links back to the website.

When developing content, it is also crucial to ensure a Call To Action (CTA) is included at the end of an article or video. Engaging content can revolve around client case studies, market trends and downloadable manuals. Each campaign group should also include a customised keyword and SEO strategy to help boost your online presence and increase shareability and user engagement.

Partnership initiatives

Collaboration marketing is essential to an online and offline marketing strategy since it is 30x more affordable than digital advertising. Brands with the same ethos can discuss synergy through cross-promotional campaigns across multiple channels to achieve a win-win scenario.

Research conducted by Kantar’s Global states that forty-seven per cent of global consumers expect companies to support hospitals during the COVID-19 crisis. Initiatives may include collaborating with healthcare providers on a campaign to raise funds for treating coronavirus patients.

Social media management

Social media platforms can link GP's and LPs' Funds to increase visibility to investors and potential portfolio companies and maintain professional relationships. GPs can benefit from openly discussing their investments, thus increasing their perceived expertise. Social media can help your firm develop trust and brand awareness and generate new business opportunities.

However, not all social media platforms share the same demographic. As a result, content published on each platform should be tailor-made for each platform.

Professionals generally use LinkedIn for networking and business development purposes, whereas Facebook may help build professional rapport with clients. Advisors can launch private groups on Facebook, invite clients and investors, discuss investment portfolios, provide industry news, publish videos, and host live webinars and consultations.

The above strategies are just a few examples of how advisors within the financial investment industry can build professional relationships through consistent online communication, deployed in combination rather than solely relying on one marketing tactic.