For many, there’s nothing quite like escaping the stress of everyday life by hitting the slopes and enjoying life in the mountains. For real estate agents and Brokers, selling ski area real estate presents its own set of challenges. The ski home real estate industry isn’t simply just about selling a home –  it’s also about selling the winter sports and mountain community lifestyle. In order to effectively market ski homes, you need to craft a ski home digital marketing strategy that encompasses not

For many, there’s nothing quite like escaping the stress of everyday life by hitting the slopes and enjoying life in the mountains. For real estate agents and Brokers, selling ski area real estate presents its own set of challenges. The ski home real estate industry isn’t simply just about selling a home –  it’s also about selling the winter sports and mountain community lifestyle. In order to effectively market ski homes, you need to craft a ski home digital marketing strategy that encompasses not only what the homes offer, but also what the surrounding area offers as well. 

Plus, another unique challenge is that many buyers who are interested in ski area real estate are often looking at ski homes to be as second homes/vacation homes, or investment properties and come from out of state. Owning a second home has gained in popularity in recent years –  according to a report from the National Association of REALTORS® (NAR), vacation home sales made up 8% of existing home sales, while in 2022, about 22% of home sales were to investors. 

Interest in ski area real estate as second homes or investment properties has opened up new opportunities for you to expand your real estate business or grow further into this unique market. 

Keep reading to learn more about creating a digital marketing strategy for ski home listings to attract the right buyers and sell more homes. 

5 Ways to Market Ski Homes Online

Focus on imagery

One of the biggest draws for potential buyers looking to buy real estate in a ski town is how naturally beautiful it is and how close to nature they can get. By taking high-quality photos or videos of the surrounding area you can show off the scenery and what it’s like to live there (don’t forget to include imagery from other seasons, too!)

High-quality visuals are a key staple in effectively marketing your real estate listings. It’s one of the best ways to attract potential buyers, highlight the property, and also demonstrate to sellers how you would market their property. Specifically, in the winter home real estate industry, many real estate companies have started to turn to drones to capture breathtaking images and videos of not only the properties but the mountains as well.

Create a designated landing page

When creating digital marketing strategies for ski homes, it’s never too early to start creating content! By building and continuously updating a designated landing page, you can build up your authority throughout the year, so you can stand out when it matters the most. Because listings in ski areas aren’t just about the property, having a landing page dedicated to the community on your real estate website allows you to expand on what the area is like, what potential buyers could experience while living there, and demonstrate the value to potential investors. 

On the landing page, be sure to include your contact information, images, videos, and insights into the local community, among others. Also, by having a designated landing page solely for ski homes, you can create online ads that specifically target those looking to buy a winter second home or investment property in your area. When creating these ads, don’t forget to include a call-to-action (CTA) that drives them to contact you, call you, send them to the landing page, or view a specific property. 

Finally, with a designated ski area real estate landing page, you can also link to it in your main navigation when people are most interested in these properties (or all year long!) to make it easy for users to find the specific listings and information about the area.

Paint a picture of the lifestyle

As mentioned previously, marketing ski home listings also means marketing the specific lifestyle that comes with them. One of the most effective ways to showcase what it’s like to live, rent or vacation in the area is to craft a detailed video. In the video, you can give tours of the properties, feature the surrounding mountains and community, and describe what makes the listings so special. Videos aren’t only an effective way to show off properties and your community, but they also are very effective in giving our website a boost in SEO and increasing engagement if shared on social media. Also, you can upload your videos to YouTube and create designated playlists for the properties and community highlights to get in front of people searching for similar properties. 

In the listing description of properties or on the designated winter homes landing page, it also might be beneficial to include information about what cell service and internet connection are like in the area, to appeal to buyers looking to stay permanently or for months at a time. Plus, this also helps potential investors interested in the properties to rent out and show the value of the listings for those looking for a specific lifestyle.

Demonstrate local knowledge 

As mentioned previously, ski home real estate buyers are looking for more than just what the listing can offer. One of the main reasons why a buyer might be interested in winter home real estate in a ski area is – of course – to enjoy the outdoors! On your real estate website, you can create a guide on the mountains nearby, including a description of each mountain, the slopes, trails, location, amenities, and local market statistics.   

When deciding on what kind of content to create and showcase, consider what second home/vacation home buyers or investors might look for in a property and highlight the specific features of each listing depending on what it has and what it’s around. Is the property a secluded oasis in the mountains? Is it in the middle of the charming downtown area? Or is it close enough to be able to ski in and ski out of? By writing and posting blogs that capture all that your listings have to offer in the area, you can get in front of more people who are looking for that winter-sport lifestyle and show the value of the properties. 

Showcase year-round activities in the area

Though homes in ski areas are often used seasonally, there are still opportunities for potential investors to buy and rent out homes during the rest of the year. Showcasing what activities happen all year round is a great way to attract renters or vacationers during the off-season. Highlight the restaurants, shops, entertainment, other local attractions, etc. in blog posts, on your website, and on social media to reach a wider audience. 

Plus, according to a report, the number of local skiers climbed to 27% indicating that people are wanting to stay closer to home or where they have a ski home. Again, highlighting what the community offers in the other seasons is a great way to tap into these potential buyers and appeal to their desire to live closer to the mountains.

Because winter home real estate is so unique, it can be challenging to create an effective digital marketing strategy that works all year long. By creating content in the form of landing pages, blogs, guides, etc, you can boost your SEO all year. And, by already having a lot of content and a designated landing page, it’s easy to transform your website to feature ski homes for sale at the right time by updating your home page imagery and navigation. 

Need help creating a digital marketing strategy for real estate? Connect with one of our strategists today.

Digital marketing for real estate isn’t one-size-fits-all. With so many different property types, markets, types of buyers, and seller needs, tailoring your online strategy is essential. This is especially true for land marketing, which differs in several key ways from marketing homes.

Typically, real estate marketing strategies draw attention to a property’s features such as amenities, bedrooms, and outdoor space, among other things, as well as the area’s lifestyle. For seller strategies, emphasizing

Digital marketing for real estate isn’t one-size-fits-all. With so many different property types, markets, types of buyers, and seller needs, tailoring your online strategy is essential. This is especially true for land marketing, which differs in several key ways from marketing homes.

Typically, real estate marketing strategies draw attention to a property’s features such as amenities, bedrooms, and outdoor space, among other things, as well as the area’s lifestyle. For seller strategies, emphasizing specific services and highlighting results, such as through client success stories and recently sold properties, can be effective. But how do you market a property that doesn’t have most (if any) of those features or get sellers to trust you can sell their property when many land owners’ properties are as unique as them?

Digital marketing strategies for land present a unique challenge in the real estate industry. When trying to attract land buyers online, you have to get a little more creative in how you show off a property and demonstrate its value. Read on to learn more about how digital marketing for land differs from selling homes and how to create a digital strategy to target and attract land buyers and sellers. 

7 Tips for the Best Land Marketing Strategies

Understand and highlight what the land is zoned for

One of the most important elements in creating a land marketing strategy is knowing what the land is zoned for. Land buyers often look for land for specific uses such as hunting, recreation, logging, ranching, building, etc. Crafting a detailed listing description with this information not only provides buyers with the information to make an informed decision, but also boosts your SEO (more on this later) and helps set the foundation for a more targeted strategy. With the zoning information, you can also create blog posts about changing land classifications and zoning exemptions, which can also be shared on your social media. Pay particular attention to up-and-coming areas and craft content around land classifications and zoning regulations specific to each region, city, town, and even neighborhood you serve.

Highlight the potential 

A piece of land is sort of like a blank canvas. There are seemingly infinite ways to fill up the space and create something unique. By highlighting and elaborating on the land’s potential, you can help buyers picture themselves using the land. Does the property have space for outdoor recreation? Can the land support animals or crops? Or, is it an ideal space for building a home? Use the listing description, a video, a blog post, email campaign, or social media to create interest in what’s possible. And make sure to research the most popular keywords and relevant search trends so you can tap into what people are already interested in as you craft your land listing’s SEO strategy. Take into consideration the type of land and its surrounding area, as well as the property itself, when looking for trending topics you can use in your land marketing. 

Provide specific details 

Providing a lot of details is essential for marketing all property types in real estate, but especially so when marketing land. And, the information land buyers are looking for differs widely from home buyers. Details such as zoning, buildable areas, restrictions, the status of utilities, lot dimensions, site maps, soil health, and more can help potential buyers understand the property better. Use the listing description on your real estate website to provide users with all the details about the property. Or, you can feature the property in a blog post on your site and share it on your social media platforms to extend its reach. Lastly, create one-click searches to make it easy for people to browse available land by type, and make sure these pre-populated searches are specific to the types of land and uses so people can most easily find the ideal land listing for them. If your website visitors have to click more than three pages deep to find what they’re looking for, they’re much more likely to lose interest and leave.

Include aerial images and videos

Visuals are essential in real estate and marketing land is no exception. However, taking images of a piece of land is much different than a home. In order to capture what it offers and the feeling of the land, take high-quality pictures of some of the key features throughout the property, such as bodies of water, views, trails, fields, etc. Even better, take a video of the property. Drone photography is a popular way to capture an aerial view of a property, especially when there are many acres. You can buy a drone yourself or enlist the help of an experienced photographer. An aerial view of your land listing allows interested buyers to not only see the land in its entirety, but also the surrounding area, which is especially important for those looking to develop the land. You can also upload the video onto your YouTube channel and share it across multiple platforms, giving you the opportunity to get in front of more people. Many land brokers overlook the advantages and opportunities of video, especially developing a YouTube following, so this can be a great way to stand out and show how you’re different to land owners who may list with you in the future, as well as to attract and establish trust with potential buyers.

Optimize your website for land listings

Having a real estate website that’s user-friendly and optimized is essential for attracting leads. By incorporating relevant keywords for land buyers specifically, you can give your real estate website or land website’s SEO a boost and show up when potential buyers are searching. Incorporate important keywords into landing pages and one-click searches, or recommended searches, such as “ranches for sale in [your area]” or “land for hunting in [your area]”. Keep in mind what’s most appealing about the land in order to create searches that are most relevant to potential buyers. Often, the more specific the search, the higher the person’s intent in actually reaching out to a land broker and finding the right land for sale for them.

Create and share land-specific content

Another way to attract land buyers is to create and share land-specific content that’s relevant to these buyers. You can create a landing page with frequently asked questions about buying and/or owning land, links to area information if you’re in a more developed area, local laws and regulations, such as hunting laws and seasonality, and reports on the soil. You can also share any zoning changes or updates, environmental studies on the area, tips for taking care of the soil, and more. 

Leverage targeted ad campaigns

Online advertising continues to be a staple in digital marketing for real estate. Creating ads allows you to reach potential leads with visuals and copy that are most relevant to them. And as mentioned previously, understanding what the land can be used for and your buyer’s motivation will set the foundation for an effective strategy. For example, if you live in an area with lots of ranches and farms, you could create ads that showcase the quality of the land and how it can be used for animals and crops. Or, if you live in a more residential area, create ads that give insight into what it would be like to live in that community and the advantages of building vs. buying an existing property. 

Plus, if you use omnichannel marketing to target potential leads wherever they are online, including on search engines, social media, and other websites, you can extend your reach even further and drive the frequency necessary to establish trust (people are more likely to click on ads when they’ve heard of the company before). Don’t forget to review your website and advertising campaign analytics to better understand current visitors and opportunities for growth. As one example, you can discover what and from where people are searching and serve ads in those areas reflecting their areas of interest, reaching those who are most likely interested in buying land for sale online with content that they’ll notice. 

The key to marketing land online is understanding what the land is or can be used for, and telling that story to your ideal audience where and when it’ll get noticed by them. By keeping in mind what appeals to your ideal land buyers and sellers, you can create a tailored and more effective digital strategy to reach and engage them, as well as get them talking about and sharing information you provide with others.

Need help creating a land marketing strategy that’s as unique as you are? Connect with one of our strategists today to get personalized recommendations on how to stand out and sell more land online. 

Last week, many of real estate’s top leaders gathered in San Antonio at the T3 Summit. In an interview format, CEOs and Presidents of some of the most successful real estate companies and brands spoke about the biggest real estate trends and what they think the future holds. If you missed the event, check out...

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Last week, many of real estate’s top leaders gathered in San Antonio at the T3 Summit. In an interview format, CEOs and Presidents of some of the most successful real estate companies and brands spoke about the biggest real estate trends and what they think the future holds. If you missed the event, check out...

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Getting seller leads and winning listings continues to be the number one goal for many real estate brokerages, agents, and teams, especially when active inventory remains low in most places. Read on to discover some of the ways you can leverage real estate technology and digital marketing for real estate to get more listings and thrive...

The post How to Get Listings When Inventory

Getting seller leads and winning listings continues to be the number one goal for many real estate brokerages, agents, and teams, especially when active inventory remains low in most places. Read on to discover some of the ways you can leverage real estate technology and digital marketing for real estate to get more listings and thrive...

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Buying a house is a major life-altering event for many people. Even more so for those buying in a different state, miles –  sometimes thousands – away from what they know to be familiar. Buyers have continued purchasing homes without visiting them in person, also called buying “sight unseen”, thanks to the industry’s pivot to...

The post How to Attract Out of State Buyers

Buying a house is a major life-altering event for many people. Even more so for those buying in a different state, miles –  sometimes thousands – away from what they know to be familiar. Buyers have continued purchasing homes without visiting them in person, also called buying “sight unseen”, thanks to the industry’s pivot to...

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They say that the only thing that’s constant is change and in the real estate industry, that certainly rings true. The industry has continued to evolve rapidly and it doesn’t look like it’s going to stop any time soon. From adopting new digital tools to changing consumer behavior to economic effects nationally and globally, new...

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They say that the only thing that’s constant is change and in the real estate industry, that certainly rings true. The industry has continued to evolve rapidly and it doesn’t look like it’s going to stop any time soon. From adopting new digital tools to changing consumer behavior to economic effects nationally and globally, new...

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In late 2021, Google announced that it would be making changes to its Google My Business platform. The first is a name change –  Google My Business is now called Google Business Profile. Read on to learn more about the new Google Business Profile and what it means for your real estate website.  About Google...

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In late 2021, Google announced that it would be making changes to its Google My Business platform. The first is a name change –  Google My Business is now called Google Business Profile. Read on to learn more about the new Google Business Profile and what it means for your real estate website.  About Google...

The post Google My Business Becomes Google Business Profile appeared first on Union Street Media.

As a new season begins, it’s time to reflect on the old and celebrate the new — in this case, lots of stunning new real estate websites, digital marketing campaigns, and our own brand new website. Honorable mentions go to both longtime clients’ websites and websites for new clients, too. The beautiful, mobile-friendly real estate...

The post Recent Website Launches: Winter 2022

As a new season begins, it’s time to reflect on the old and celebrate the new — in this case, lots of stunning new real estate websites, digital marketing campaigns, and our own brand new website. Honorable mentions go to both longtime clients’ websites and websites for new clients, too. The beautiful, mobile-friendly real estate...

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Real estate is built on relationships –  whether it’s with your clients, team, partners, local businesses, and ancillary service providers. And, real estate companies that offer additional services outside of traditional real estate sales are growing. According to a survey conducted by the National Association of REALTORS (NAR), 21% of real estate companies offer common...

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Real estate is built on relationships –  whether it’s with your clients, team, partners, local businesses, and ancillary service providers. And, real estate companies that offer additional services outside of traditional real estate sales are growing. According to a survey conducted by the National Association of REALTORS (NAR), 21% of real estate companies offer common...

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In the second installment of our Listing Marketing 101 series, we’re discussing how to share your listings online so you can drive more traffic to your website and get more leads.  Sharing a listing goes beyond simply putting it on your website through an IDX feed and making it accessible by searching. It’s about enhancing...

The post Listing Marketing 101: How to Share Your Listings

In the second installment of our Listing Marketing 101 series, we’re discussing how to share your listings online so you can drive more traffic to your website and get more leads.  Sharing a listing goes beyond simply putting it on your website through an IDX feed and making it accessible by searching. It’s about enhancing...

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Every year for the month of March we celebrate Women’s History Month. It’s a chance to reflect on how far women have come and what obstacles they’ve both faced and still face today in pursuit of a more equal, inclusive, diverse, and bias-free world. And today, on International Women’s Day, we’re joining in to help...

The post Happy International Women’s Day! #BreakTheBias

Every year for the month of March we celebrate Women’s History Month. It’s a chance to reflect on how far women have come and what obstacles they’ve both faced and still face today in pursuit of a more equal, inclusive, diverse, and bias-free world. And today, on International Women’s Day, we’re joining in to help...

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My four-year- old daughter Lucy has a favorite book called All Are Welcome. In it, the authors write, “You have a place here. You have a space here. You are welcome here.” At Union Street Media, we believe in fostering a community that actively advocates for and supports each others’ success. We are on a...

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My four-year- old daughter Lucy has a favorite book called All Are Welcome. In it, the authors write, “You have a place here. You have a space here. You are welcome here.” At Union Street Media, we believe in fostering a community that actively advocates for and supports each others’ success. We are on a...

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They say that you only get one chance to make a first impression, and in the real estate industry — especially now– that’s often true. In such a fast-moving market, buyers are feeling the pressure to make quick decisions on homes that they find online.  By enhancing your listings with more information, you’ll give buyers...

The post Listing Marketing 101: Listing Best Practices on the MLS

They say that you only get one chance to make a first impression, and in the real estate industry — especially now– that’s often true. In such a fast-moving market, buyers are feeling the pressure to make quick decisions on homes that they find online.  By enhancing your listings with more information, you’ll give buyers...

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The post How

With so many people, brands, and companies leveraging social media because of its high usage among consumers of all ages and interests, social media has become a must-have for any real estate digital marketing strategy.  Specifically for real estate, social media is essential for attracting leads, building name recognition, driving visitors to your website, and so...

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