The real estate market is a very challenging one. Buying a property is very complex and encompasses the emotional side: it involves high prices, which means making a large investment.
Real Estate Marketing is the set of defined and implemented strategies, both online and offline, with the ultimate goal of increasing leads, sales, and the number of customers of a company in the niche. When properly executed, these strategies lead to increased brand awareness, greater engagement with the target audience, customer loyalty and a better control over results.
In this article, we are going to focus on Digital Marketing, that is, on the most effective online strategies for the real estate market.
When the need or interest in buying a property arises, the first thing anyone does is to search the internet. Can you see the importance of having a strong digital presence, right?
There are a few factors that must be considered in order to see positive results:
– Content development does not always lead to sales, but it surely does help to inform, give advice, positively influence and, above all, to guarantee your audience access to relevant and enlightening information
– Your communication must be consistent and relevant so that you increase customer confidence in your brand
– The communication strategies used online must be adapted to the market in which they operate – try to put yourself in your customers’ shoes and think about the type of content they would like to read and what kind of issues they would like to see clarified.
– Gain authority with content – content creation is a great way to create customer value
– Explore different formats – from articles to e-books, videos, webinars or podcasts
– Leverage content to optimize search engines (SEO) – if you want to explore this topic, read this guide on content marketing.
– Useinbound marketing in the sales process – a set of strategies that aim to attract customers through relevant content. Through inbound marketing, it is the customer who goes to the brand and not the other way around.
The photos and videos you use to show a property must be of high quality. Also, think about providing virtual reality options to your website visitors – this option allows people to make a virtual visit to the property.
They are the most used devices, so it is very important that your website is compatible and adjustable to any screen size and type of device.
(we’ll develop this more deeply in the following section) it’s a very powerful tool. Take into account the stage of the sales funnel in which each contact is, and adapt/customize the content to be sent. Use tools to bundle multiple links to improve your online catalog. They can be very useful, as they allow you to send multiple properties to recipients from a single link, and also allow you to adjust the type of properties you want to share, depending on the location or the characteristics that are crucial for each client.
social networks, Google Ads, or other platforms – if it makes sense for your agency, you can adapt the campaign’s location, ensuring that your ad is only visible to people who are in certain locations. (Learn how to increase the conversion rate of your campaigns with this quick guide to Google ADS))
Use the right words to describe your product/service. Your properties have to stand out from the competition. Using the right words, you might make or break the deal with a potential client.
Besides, use the right words for the right customer. In digital marketing it is essential to know how to describe your product and know how your potential customers search for it, this is called keywords and SEO.
Discover the importance of analyzing your competitors in this article
You may have a lot on offer, but your audience may not be interested in certain properties. Know what you sell and who you sell to. With the help of a digital marketing company, you can get to understand who is looking for you and what you want to buy, then creating focused and segmented campaigns, to avoid the least waste of your budget and bring maximum profit. Learnhow to segment audiences here.
Show you’re better. Through comments and real cases of other clients of yours, you can make the difference in closing a deal.
Your best sellers are your customers.
In 2014, BrightLocal conducted a study that found that 90% of consumers trust online reviews and always look for that type of feedback. In that same report, 85% of consumers read at least 10 reviews before trusting a product or website.
Star ratings, comments, or thumbs up / down are factors that, while not preponderant in a consumer’s final decision, point them to a final Yes or NOpath.
On social media and on your website – they answer simple questions for you, saving time for you and your customers.
In addition to Content Marketing, already developed above, you should invest in a strong and consistent presence on social media, in SEO, Email Marketing, and in online campaigns on different social networks and other platforms, such as Google Ads. We give you the reasons why.
As mentioned above, email marketing is a very powerful tool. What are the advantages? Well, the reach is not limited, so all the customers you send the emails receive them.
Start by sending a welcome email to new contacts, describing your company, and conveying confidence to the recipient. Then, invest time in making a mailing list – with the contacts you collect on the Landing Page – and adapt the content to be sent according to the recipients’ interests, location, and needs. (Read more about why creating a customer database can increase your sales)
These tasks can be automated if you have access to alink aggregatoror tool for link-bundling.
Social Media are great tools to spread information and organic content. They also have a huge potential to function as informative and functional platforms, representing an opportunity to interact with your customers, thus strengthening relationships, trust, and awareness of your brand.
SEO – Search Engine Optimization – allows you to achieve better positions in search results organically, i.e. without paying. This means that if you invest time in search engine optimization when an interested person searches the internet for terms related to your business, the probability of your website appearing earlier in the results is higher. If you are interested in going deeper on this topic, we advise you to read this quick guide to understand what SEO is.
When you invest in paid ads, both on social media and other platforms, it becomes easier to reach people who actually have an interest in the products you sell. These platforms offer different segmentation options: depending on the geographic location of the audience, interests, positions, behaviors, among others.
While ads on social media are seen in the news feed stories and elsewhere, on Google Adwords these ads appear at the top of the search results page, before organic results.
In the second case, you need to define keywords and a bid (the actual amount you are willing to pay) and Google will show your ads only to people who search for the keywords you’ve set. This type of ad makes sense for the real estate market because it allows the broker to generate traffic to the website. It means that people who visit it are the ones who are already interested in the real estate market.
KPIs are, as the name implies, Key Performance Indicators – that is, important indicators that allow you to draw conclusions about your content, advertisements, and audiences. These are some KPIs that you should analyze:
Discover how to increase your company’s efficiency by automating KPIs
Remember the importance of maintaining a consistent and strong presence on social media and developing useful, interesting, and appealing content for your target audience. In addition, don’t forget to explore other tools – such as paid ads on social networks and Email Marketing – in order to make it easier to face the challenges this market represents, attract more customers, improve your competitive advantage and save resources.