Nostalgia is a powerful thing. It makes us feel safe and comfortable, and helps us relax. There has been a growing trend of using nostalgia in marketing, from brands like Burger King reverting to their retro logos to Pepsi bringing back Pepsi Clear. Audiences enjoy the warm, fuzzy feeling a good #throwbackthursday gives, and warm, fuzzy feelings are what we want to inspire in prospective homebuyers. So how can you integrate something like nostalgia into your marketing strategy?
Nostalgia in marketing is nothing new, but it experienced a surge during the pandemic, when everyone was inside watching their favorite movies and shows. It is comforting to return to things we already know and love, and it’s easy to incorporate nostalgic elements into your marketing strategy. When buyers are looking for a new home, they are looking for a home where they can make memories, relax, and enjoy a safe place to live. From photography to your music choices, there are several ways you can tap into the feel-good feelings nostalgia brings!
Who’s Coming to Dinner?
One of the easiest ways to incorporate nostalgia into your marketing strategy involves how you design the interiors in your model homes. Consider setting the dining room table as if it’s prepared for a large family dinner. This will inspire prospective homebuyers to imagine their own get-togethers in the home. Does your home have an extra loft, game room, or den space? Fill it with board games and movies to make your buyers think about the family fun and game nights they will enjoy.
Themes such as family dinners and game nights are great drivers for employee-based content, which has been doing incredibly well on social media, especially on platforms like Instagram and TikTok. For an excellent nostalgia post, look for International and National social media holidays, like National Board Game Day, which is celebrated every year on April 11th. Create a Reel of your employees sharing their favorite tabletop games from childhood, and be sure to include classics like Monopoly, The Game of Life, and Clue!
Put That Record On
Oldies, like Running Up That Hill by Kate Bush, Teenage Dirtbag by Wheatus, and Dreams by Fleetwood Mac, have all seen major resurgences on social media (Mick Fleetwood even got in on the Dreams trend). Music has the power to stir the feelings of listeners and connect them to happy emotions, which is how Dreams has returned as an anthem for a relaxing laid-back vibe. Are you selling a home in California overlooking the water? Use Dreams to underscore a model home walkthrough (like the ones Get Community’s in-house video team can help you create), and show off the laid-back vibes your audience will enjoy when they purchase the home. Using popular oldies songs as background music for model tours and short-form videos for social media posts is a great way to draw audiences in and convey the spirit of a place quickly.
Shake It Like a Polaroid
Finally, a super easy way to invoke feelings of nostalgia is by using retro filters, colors, captions, and frames in social media posts. Employing these design choices gives your posts and photos a vintage feeling that audiences respond well to. To pull this off, first research various retro trends that are popular in niches that line up with the style of your homes. Are you building homes in a small beach city, like Ventura? Find design inspo in the bright blues and warm orange tones that were popular during 1970s surfer culture. Selling a classic luxury lifestyle in New York? Pull inspiration from chic 1980s pop art, or the exciting psychedelic tones of the 1960s. Nostalgic design choices can be easily implemented using filters and colors to your social media graphics!
Nostalgia has proven to be a powerful tool in marketing and can be a fun way to make your brand stand out. As with most social media trends, be sure to research the specific niche and audience you are looking to attract. Still not sure where to start with your marketing strategy? The team at Get Community can help! Contact us to learn more about how we can leverage digital media to grow your brand.