A path to inclusivity: Embracing diversity in Tasmania's real estate market

In the ever-evolving landscape of real estate, marketing is not just about selling homes; it's about representing the rich tapestry of communities we serve.

As the demographic and cultural makeup of our population continues to diversify, Tasmania’s real estate industry is embracing diversity in its marketing strategies.

In doing so, they are not only catering to the evolving needs of the market but also becoming agents of positive change within communities.

The Demand for Diversity

According to the 2021 Census, more than 81,669 Tasmanians were born overseas. Tasmania is home to people born in 177 different countries and there are 159 identified languages spoken in Tasmanian homes.

A 2021 study conducted by Facebook Advertising revealed a significant gap in cultural representation in online advertising. With 54% of people feeling their culture wasn't fully represented and 71% expecting more diversity in online ads, it's evident that the demand for inclusive marketing is on the rise. 

For real estate agents, this shift in consumer expectations is not just a trend but a fundamental shift in the baseline requirements for effective marketing.

The Power of Diverse Marketing

Diversity in marketing goes beyond aesthetics; it is a powerful tool for building rapport and relatability with prospective clients. When individuals see themselves reflected in marketing materials, it fosters a sense of trust and connection even before the first meeting. Moreover, showcasing diversity in your marketing efforts sets the standard for inclusivity in the local real estate scene, contributing to positive change within the industry.

One notable real estate agency in Australia, let's call them Aussie Homes Realty, has recognised the value of embracing diversity in their marketing efforts. With a large population of immigrants and culturally diverse communities in the areas they serve, Aussie Homes Realty has implemented several strategies to appeal to these demographics:

1. Multilingual marketing materials: Aussie Homes Realty produces marketing materials, including property listings, brochures, and website content, in multiple languages commonly spoken by the local community. They have hired translators and collaborated with translation services to ensure accurate translations that resonate with their target audience.

2. Cultural sensitivity in imagery: When showcasing properties in their marketing materials, Aussie Homes Realty ensures that the imagery used reflects the diversity of their client base. They feature a variety of individuals and families from different cultural backgrounds in their promotional photos and videos to make all potential buyers feel represented and welcome.

3. Localised advertising: Understanding that different cultural groups may have unique preferences and priorities when it comes to real estate, Aussie Homes Realty tailors their advertising strategies to specific communities. For example, they may advertise extensively in community newspapers or magazines that cater to cultural groups and sponsor events or festivals important to those communities.

4. Diverse agent representation: Aussie Homes Realty prioritises diversity in their team of real estate agents. They actively recruit agents from various cultural backgrounds who can effectively communicate with clients in their native languages and understand their cultural nuances. This diverse representation within the agency helps build trust and rapport with clients from different backgrounds.

5. Community engagement: In addition to traditional marketing efforts, Aussie Homes Realty actively engages with the local CALD communities through community outreach programs, workshops, and informational sessions. They provide valuable resources and guidance on the real estate buying or selling process tailored to the specific needs of different cultural groups.

By implementing these CALD strategies, Aussie Homes Realty has successfully expanded its reach and built strong connections with culturally diverse communities. They understand that embracing diversity not only enriches their marketing campaigns but also fosters inclusivity and strengthens their reputation as a socially responsible real estate agency.

So how can your marketing become more diverse?

Strategies for Diverse Marketing

1. Use Diverse Imagery: Select images that represent the diverse demographics of your local market as a crucial first step. This includes varying ages, cultures, genders, and other identifying features. Real-life visuals help potential clients envision working with you, creating a true-to-life representation of your community.

2. Use Inclusive Language: Eliminate language that may perpetuate stereotypes or exclude certain groups. Opt for inclusive language that welcomes everyone, avoiding assumptions based on race, gender, or other characteristics. Take a second or third look at your listing descriptions, website content, and social media posts to ensure they are inclusive.

3. Partner with Diverse Businesses: Collaborating with local businesses owned by diverse communities is an excellent way to drive diversity in your marketing. Leave your mark by distributing brochures in establishments owned by diverse communities, host workshops in collaboration with community centres, and be a team player by partnering with local businesses for joint events and promotions.

4. Highlight Diversity: Showcase diversity within your local market by cross-posting or resharing content from diverse businesses, cultural groups, and events. Incorporate these highlights into your email newsletters to demonstrate your commitment to inclusivity and showcase what's happening in the community.

5. Offer Multilingual Resources: Recognise the linguistic diversity within your market by offering multilingual resources. Whether it's translators or connections to professionals who speak different languages, bridging communication gaps shows your commitment to serving all clients, regardless of language barriers.

Gray Matters Advertising (GMA) has pioneered marketing strategies that transcend language and culture.

Recognising Australia's diverse landscape, GMA offers businesses an unparalleled opportunity to connect with culturally and linguistically diverse (CALD) communities.

Australia's cultural diversity, with 30% of the population born overseas, necessitates tailored marketing strategies. GMA knows the importance of thorough research to understand the traditions, values, and challenges of CALD communities. Utilising data sources like the Centre for Population, Australian Bureau of Statistics, and settlement reports ensures targeted campaigns that resonate with these audiences.

Background

At Gray Matters Advertising (GMA), we offer businesses the opportunity to connect with culturally and linguistically diverse (CALD) communities.

Australia's cultural diversity, with 30% of the population born overseas, necessitates tailored marketing strategies. GMA knows the importance of thorough research to understand the traditions, values, and challenges of CALD communities. Utilising data sources like the Centre for Population, Australian Bureau of Statistics, and settlement reports ensures targeted campaigns that resonate with these audiences.