Apartment in a Story

We are all there, and we are all addicted. Today there is almost nothing we do not do with a smartphone, and there is almost no product we do not hear about on all platforms about a minute after it is launched. While consumer goods have long been sold and marketed on networks non-stop, the question arises whether the real estate industry has reached there, and how effective it is.

"If in the past a home buyer would arrive at the sales office to receive initial information, today they arrive after consuming hours of digital content. Short videos, apartment tours, simulations, authentic content from the field, and people's stories are the tools that generate engagement and drive them to leave contact details," explains Ofir Sharon, VP of Marketing and Sales at Azorim.

According to him, today's audience expects to receive information quickly, in a visual and clear way, so the content must be relevant, reliable, and have real value. The algorithm is so sophisticated that it knows how to expose the client to the content most accurately suited to their profile, so the work on the company's side requires us to create the most relevant and fast content in order to expose the information to users according to what they are looking for. The amount of information the audience is exposed to is enormous and diverse, creating a lot of marketing noise, so their irritation threshold is limited, which requires us to provide customers with an experiential shell and a substantive product, not just marketing slogans that used to work.

Yaffa Sadan, VP of Marketing at the Yossi Avrahami Group, notes: "What has changed most in recent years is consumer behavior. If in the past a home buyer would arrive at the sales office at relatively early stages of the search process, today they arrive after having already conducted comprehensive research independently. They watched videos, examined simulations, compared projects, and read information on social networks and real estate websites. In fact, a significant part of the decision-making process begins long before the first meeting with the salesperson. Therefore, the role of digital content is not only to generate exposure, but mainly to provide information and answer questions. Content that works well is that which provides real value: explanations about the living environment, information about the planning, the purchasing process, the advantages of the location, and even answers to questions that concern buyers."

Ronen Shimoni, National Marketing Manager at Africa Israel Residences, adds: "The big change in real estate marketing is no longer just in the transition from ads to videos, but in creating a complete content experience. Today, buyers encounter a project through Reels, digital tours, AI tools, interactive simulations, and content that allows them to imagine life in the home even before they have arrived at the sales office. But precisely in an era where networks are flooded with thousands of videos that look almost identical, the real challenge is to create differentiation. Real estate companies must develop a recognizable language and formats that will cause the client to stop, remember, and connect to the brand."

Omri Katz, VP of Marketing at Anav, refers to the proactive activity of social networks: "In recent years, the way home buyers consume information has changed completely. As soon as a person starts looking for an apartment, the algorithms of Facebook, Instagram, and other platforms identify the need, and from that moment their feed fills up with content from the world of real estate. This means that the competition for the client's attention is greater than ever, so prominence is the name of the game. However, even the best content must connect to the brand's values and the identity of the company and the project."