Real estate marketing is key to real estate success. The competition is tight, and you’ll need expert online and offline marketing skills to stand out these days. While real estate agents are still important in the home-buying process, buyers are increasingly looking to do more research online before enlisting the help of professionals. You’re missing out if you’re not active, engaging, and networking online.
The purpose of this blog post is to help you scale your real estate business. It focuses on key strategies needed to equip your marketers and provide you with the right information to take your real estate business to the next level.
Real Estate Marketing – Why it matters
More often than not, real estate agents don’t understand the importance of marketing to their success. Since marketing involves the act of sharing products and services with an audience that may be interested in making a purchase, the better you can promote your products or services to a prospective client, the more successful your business will be.
When done correctly, marketing emphasizes the unique value that you bring to the table, showing target buyers why you’re the best choice for them.
As a real estate agent offering both services – your capacity to assist a buyer or seller accomplish a house deal and goods – your ability to help a buyer or seller close a home transaction, marketing are difficult for real estate agents. You market as a business owner to locate customers whom you can represent in a house sale and eligible buyers who are interested in putting an offer on your listings.
Whether you’re just getting started or are an experienced realtor looking to attract new clients, these marketing tips will help you create a successful marketing plan.
Traditional Vs Digital Marketing
Before we delve into the different digital marketing strategies, let’s understand the difference between traditional (offline) and digital (online) marketing.
Traditional marketing means marketing prior to the internet. For many agents, this is still a profitable and important part of their business, so if it makes sense for your niche and target audience, you may want to consider some or all of the traditional marketing tactics listed below:
- Partner with local area businesses
- Organize free seminars and workshops on topics of interest to buyers or sellers in your area
- Establish yourself as a members of the community
While traditional marketing is good, it’s best not to rely on it alone if you want to reach a wider audience.
Now more than ever, it has become important for real estate agents to build relationships and demonstrate their brand’s value in the digital space. This means going beyond traditional marketing and adopting more digital marketing strategies.
Ways to grow your real estate business
If you’re a real estate broker or marketing director, discussing these marketing strategies with your agents will keep you on the same page as you work together to establish a strong real estate brand.
Let’s get started, shall we?
A strong brand not only makes you stand out but it provides clients with positive feedback. If you’re looking to stand out in the real estate industry, here are some tips to keep in mind:
- Give your real estate agents the tools to represent your brand consistently
- Leverage the power of social media to reach potential clients.
- Use direct mail to target the people other agents aren’t reaching.
- Blog about your experience in real estate to build your authority.
- Boost your credibility with client testimonials.
Establish the brand
This is where you develop your personal brand. It goes beyond your logos, fonts, and colors. Now more than ever, it entails a lot more. What will be the tone of your voice? How will you deal with customers? This phase should have a clear beginning and end that results in strong brand identity.
Position the brand
Once you’ve established your brand, the next thing is to position it. You do this by spreading the word. Every interaction with customers should establish and strengthen your brand’s expectations. Also, everyone on your team must have access to current brand assets and messages during this phase.
Maintain the brand
It’s not enough to establish and position your brand, the real work lies in managing it. To be successful in real estate marketing, brand management is critical. This is because clients want to know that they can trust you. A consistent brand and message will make buyers and sellers feel like they know what to expect from you.
Build a website
Your website is the first impression prospects and customers have about you.
If you don’t already have a website and want to make digital marketing a key component of your real estate strategy, you should start here.
In recent years, there has been a major technological shift that created a massive transformation in buying and selling of properties.
In the digital world, buying and selling homes is mostly happening through realtor websites. Throughout the home-buying process, buyers use the internet to research online before making a decision.
Creating a website for your real estate business will demonstrate what you have to offer to potential clients. Include listings on your website and update them on a regular basis to keep visitors coming back as they search for homes.
According to internet real estate stats:
- 14 % of buyers searched online for information about buying a home
- 42% of the buyers used the internet as the first step to search their homes
- 92% of buyers used the internet at some point in their home search
Content is king.
Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
How does this help in real estate marketing? Instead of cold calling and pitching your services to a wide number of people, you rather provide valuable and relevant content to your prospects and customers to help solve their pain points.
Content marketing enables you to widen your net. By publishing content that is valuable to your target market, you have a higher chance to engage with prospects who may not even be considering selling or changing their property manager.
A few content marketing tips to help you get started:
- Provide readers value – people only begin to care about your service when you offer them something valuable
- Write for your audience – don’t spend time talking about how great your product is; instead, show educate and show your reader that you care about their needs
- Write for the internet – pay attention to how you write; don’t write as if you’re addressing a robot. Use simple and concise words to convey your message
- Make good use of visuals – a picture is worth a thousand words. Readers prefer pictures to texts so if you want to grab their attention, include pictures, videos, charts, graphics and infographics in your real estate marketing content
- Go on social – The days of “if you build it, they will come” are long gone. You must now market your real estate content. You can use social media to help spread the word, or you can generate material on the platform directly. On Facebook, for example, you can host a live video session.
- Include Search Engine Optimization (SEO) – Although search engine optimization may appear difficult at first, following simple best practices such as inserting keywords in your content and landing pages will help drive traffic to your real estate website.
- Repurpose your content – “Reduce, reuse, recycle,” as the old adage goes. It also applies here. Make the most of your content by converting it into different formats, such as blog posts, infographics, social media posts, eBooks, webinars, podcasts, video, or any other format you’d like to try.
Another real estate marketing to adopt is email marketing. Sending out emails remains an effective strategy for developing client relationships. Buying a home is a major decision. You are aware that buying or selling a home is a significant decision for your clients. It can take months or years for homeowners or prospective homeowners to take the plunge and contact a realtor.
Email is perfect for nurturing both potential buyers and sellers.
Email marketing best practices
- Personalize your email
- Choose an email marketing software
- Segment your email list
- Create an email signature
- Maintain an email newsletter
- Use storytelling to increase engagement
- Add social media share buttons to your emails
- Add call-to-actions (CTAs)
- Educate potential buyers
- Optimize for mobile
You can send your email subscribers the information they want – notices of forthcoming open houses, new homes on the market, and information about seminars you’re hosting.
Social media platforms such as Instagram, Facebook, LinkedIn, and Snapchat are heavily used by today’s consumers. This is why it’s critical for brands to be active across multiple accounts.
Real estate agents can benefit a lot from social media marketing. Real estate is a networking industry, so it’s no surprise that it’s a natural fit for social media. Social media marketing can help to elevate your brand, keep your name in front of potential customers, and connect you with new ones.
Here are a few ideas and tips for real estate agents on how to increase their social media presence.
- Set up social pages
- Make unique social media bios for each platform
- Invite your friends and family to like and follow your pages
- Post on each social media platform on a regular basis
- Add social media follow buttons to your website
- Create or join groups and start discussions to develop thought leadership
- Hold a social media contest
- Make use of visuals
What should real estate agents post on social media? Nobody wants to scroll through a constant stream of ads. Instead, focus on your clients and their accomplishments. Discuss the community you serve, including news and upcoming events. Use video tools like Facebook Live to host live Q&A sessions. To increase engagement, hold contests.
Should I hire a real estate marketer?
Do you need a marketer for your real estate marketing success? When you’re starting out, you might think you don’t need a real estate marketer or a third party to outsource your marketing plans. However, many real estate professionals are too busy; they also lack the resources, and skills needed to handle certain marketing tasks, which can often be assigned to contractors.
If you’re having trouble with website design, content creation, graphic design, SEO, or any other technical process that’s beyond your capabilities, you might want to hire someone to help you out.
Real estate marketing plan
A real estate marketing plan is a written document that outlines how investors can promote themselves and their companies. It explains what they’ll do, how they’ll do it, and who will do it.
1. Create a vision statement
What are your long and short-term goals? Create a vision statement to identify the objectives you want to achieve. This makes laying out steps to achieve your company’s vision much easier.
2. Identify your target customer
Who are you trying to attract? Are you interested in sellers, buyers, or renters? Clearly identifying your target audience will help you improve your real estate marketing strategy.
3. Set goals
Make a list of your marketing goals, as well as the strategies you’ll employ to achieve them. What are the business objectives you want to achieve?
4. Determine your unique selling proposition
What makes you stand out as a real estate business? Why should prospects choose you over them? What differentiates you from your competition?
5. Determine tools and budget for each strategy
Choose the best marketing strategies for your company, selling proposition, and ideal target market. Then figure out how much of your budget you’ll devote to each strategy.
6. Determine tools and budget for each strategy
Whatever form of content you choose to create, you need to figure out the right media – print, social, email, or television.
7. Measure performance
The next step is to list the key metrics you want to use to measure your success. Remember those goals you listed? Now is a good time to see if you hit them.
8. Review and tweak
A real estate marketing strategy is a work in progress that will be updated on a regular basis. Therefore, it’s important to review and tweak your marketing strategies to make sure they align with your objectives and goals.
Real Estate Marketing Tools
Keeping up with digital marketing trends can be exhausting. It can also be time-consuming sending out emails, working on campaigns, posting on different social media pages, and blogging consistently to keep in touch with your clients when developing your real estate marketing strategy. This is where real estate marketing tools come to play.
Below are some tools to help you grow your real estate business:
Wrapping it up
Real estate marketing doesn’t have to be hard. Yes, it sounds complex but with the right strategies in place, you can scale your business and attract more clients.
Building a successful real estate business takes time, consistency, and effort. Whether you’re starting out or looking for more ways to expand your business, the strategies listed in this blog will guide you.