Learn About the Most Successful Marketing Strategies for Real Estate Companies. The real estate field has changed drastically in the United States and the rest of the world in recent years. Especially after going through a pandemic, digitization has extended from the simplest things like buying food to matters that require more attention, like buying a property.
Given this, real estate agencies have had to reinvent themselves and adapt to the world’s changes in recent years. Real estate agencies create strategies to enter the world of digital marketing and continue to be successful in marketing properties.
Gone are the traditional actions such as flyers, flyers left in mailboxes, static advertising on buses, and brochures in cars, among others. They gave way to the digital age definitively, and now is the customer’s first option.
And if your agency is in this transition period, you have come to the right place. Here, you will learn the strategies you must apply to take your real estate business down the path of success, thanks to digital marketing.
What is Real Estate Marketing, and How Does it Work?
Digital marketing is the set of strategies that work towards achieving the capture of clients who wish to either sell or rent their property. Such as those who are looking to buy or rent a property. And, of course, capturing those properties will be the assets to promote and market to an interested public.
- Achieve selling and leasing real estate thanks to a successful and attractive promotion.
- Position yourself together with construction companies through strategic alliances to obtain recognition.
- Promote real estate projects to encourage public interest and generate sales.
- Increase the client portfolio.
- Retain old customers.
Benefits of Real Estate Marketing
Among the advantages of applying real estate marketing strategies in your agency, we can focus on the following:
- Know your ideal client, their needs, and preferences and thus build a specific profile to know what to offer successfully and that the transaction is satisfactory.
- Marketing strategies allow measuring results, with which you can evaluate each. And that way, it determines if it is working or not and if it is expectedly.
- In the real estate world, there are infinite options both in agencies and in real estate offered, so it is necessary to stand out from the competition. People looking for an agency to acquire a property lean toward your specific agency because of the service offered. Furthermore, the flagship product is attractive among the other options on the market.
- Close as many deals as possible, but ensure that these are successful where satisfaction prevails for both parties.
Steps to Establishing a Successful Real Estate Marketing Strategy
Analysis Inside and Outside the Agency
It is necessary to conduct periodic analyses within your agency. Evaluate the agents’ performances, indicators, and objectives drawn up periodically to know if the strategies used to lead to their fulfillment. Also, verify the tools, such as the website and its traffic, social media, and the impact and impressions it generates.
However, it is also super important to conduct an external analysis of the market in general, how it is moving, and what trends people follow. Additionally, keep an eye on the competition to detect its strengths and weaknesses and analyze what they do that leads to its success.
Establish a Bond
A fundamental part of selling real estate is arousing emotions, connecting with the client, and convincing them to acquire a property.
Therefore, the moving part must be trained in human capital and taken to the media, where the content you generate will hook the person and create a feeling of trust.
This step may seem obvious to you. However, many agencies still need to define them in a specific way or want to cover many aspects simultaneously. So, to avoid dispersion, define achievable objectives and establish a time for action and results. Something realistic enough that you can measure easily and allows you to quickly change your strategy if you do not get what you want.
Know your Customer
Knowing your customer is considered a key element in sales.
You need to know the needs and preferences of your client to know what to offer—knowing what your customer offers means a loss of time for both parties and possibly losing the client itself.
You can create specific and oriented content by knowing your audience, tastes, and hobbies. And have an answer to each question and doubt that they may not even realize they have. By having attractive and engaging material, you will have much work done.
Set a Strategy
Once you have defined the previous steps, it is time to choose which strategy or group of techniques to apply in your business. These techniques are all based on your budget and need to achieve the objectives set, and carefully monitor each one to detect which ones are missing.
What are the Best Marketing Strategies for Real Estate?
Next, we will tell you some of the best strategies to increase sales and rentals of real estate.
Real Estate Video Marketing
In a world where video has gained prominence and strength, it is not surprising that video marketing is the first strategy for real estate marketing. Through it, we can promote information more entertainingly and dynamically.
One option to search for and gain visibility for them is by entering platforms such as YouTube or IGTV, with many subscribers and users of the service. YouTube and IGTV are options to increase traffic to your website and build customer loyalty.
But before making your videos, you must remember that it is not an action that will have immediate results, mainly because you have to be careful with the information and its presentation. Because if it is dense and extensive, the content can be complex and tedious for the viewer. So follow these guidelines when making your video content:
- Appeal to fun, subtly, and elegantly so as not to fall into extreme informality.
- Make them shorter. Be concise and get to the point by resolving doubts and avoid irrelevant spills that can be boring and take up unnecessary time.
- Use creativity and try to make videos different from other agencies.
- If you use a narrator, he must have a pleasant voice and excellent diction. But it is also essential to establish a previous script and ensure that the reading is orderly but not robotic.
- Always introduce a call to action in your videos.
- Some types of videos that you can generate are promotional, testimonial, explanatory, and informative.
Real Estate Email Marketing
Email marketing is powerful; you must use it to include the right message and content. The information needed serves as a hook to entice customers to perform a specific action. For example, go to your blog, watch a published video, etc.
The brochure is still alive, and many businesses continue to use it in their marketing strategy. Real estate agents have been diligent in using it for years. But today, in a world where digitization prevails, the brochure must be accompanied by a captivating design and relevant information. You could include a QR code to scan and access the real estate gallery, data from social media, and direct access to WhatsApp, etc.
It is a strategy that seeks the ideal client. But in a less intrusive way, through attraction, generating traffic through SEO techniques and content, converting visitors into leads, and retaining them thanks to each specific piece of information.
If your agency has a good space, then take advantage of it.
Organize workshops for the staff and constantly train them and your clients on topics of interest to them.
One way to have visibility is through the sponsorship of events. But it is not only that your logo appears in the notices and announcements of the same. You must actively get involved, set up your stand, and utilize networking.
Another essential detail is to choose events where the public has the potential to become potential future clients.
Real Estate Magazine
You can include many relevant and engaging materials for your clients in a magazine. And constantly innovate to offer new material periodically, and yes, the design must be beautiful and easy to read.
Organize Events and Parties for Clients
Just as you organize workshops, you can also do it with social events and bond with clients. And that they bring new people that you can capture for your portfolio.
Website for Your Real Estate
Many people choose to do their first real estate searches through web pages and compare properties, prices, benefits, and property characteristics. As well as evaluate areas, among others, and know and determine what they want before going to an agency.
So, it is essential to have your website. And thus, be able to promote your properties and show their attributes to the public and your real estate services.
Real Estate Blog
Now that you have your website, an entry that will help you increase your traffic is that of a real estate blog. Through it, you can offer valuable information to your clients, visitors, and anyone interested in the field or topic in specific. People can subscribe for free, thus generating a connection with whoever receives it.
Another advantage of implementing this strategy is that users will see you as a benchmark within the real estate sector. Blogs will make you stand out from others, earning you a good reputation and thus generating trust in others.
But take into account the way of writing the content. And as an extra, we tell you about the topics you can discuss in your real estate blog:
- Niche News
- Information on the Purchase or Rental Processes
- Home Decoration and Repairs
- Plant Care
- Kitchen Recipes
- Tips for Cleaning and Tidying the Home
Mentioning again the digital boom in which we find ourselves, a modality that gained strength in the pandemic, where the real estate tours, in which the agent is in charge of making a video of the property and sending it to the interested parties so that they see it more clearly.
Virtual reality will not replace a face-to-face visit, but it does help to give the first impression to the client. And to determine if they like it or not or want to visit. It is a way to save time with visits that may be unsuccessful.
Another format that has gained a lot of publicity is the podcast, which is today considered an excellent marketing tool. Since it can be listened to anywhere, it can be downloaded to save and is easily accessible to everyone.
In a visual era, it is an excellent option to reach the public that makes life on these platforms. And that complements the real estate blog. To make it more attractive, you can bring guests to your sessions who talk about specific topics such as legal matters, architecture, decoration, etc.
Webinars give workshops and talks, which are about a specific topic that carries out digitally. You can participate from your home. Moreover, webinars are an excellent option for your clients and to train your staff.
Social Media Real Estate Marketing
It is necessary to make a section to talk about social media because, as we have already mentioned, everything focuses on digital. In addition, most potential customers, regardless of age, live in these spaces.
But, before opening an account on each social media platform that exists, you must analyze which of all is the most appropriate and indicated for you to achieve the objectives that you have set for yourself. And there is no use working in a space where your clients do not mingle. Or the reach will be towards people who don´t have the capacity or intention to acquire property, so that you will waste the content.
Of course, you can be on more than one platform, but remember that in each one, the content must orient to that specific social network. That is, you must create unique and adapted content for each web.
For this reason, if you have the training to manage social media, then take the step and start your digital path. But, if you need more time, you can delegate this task to professionals or focus on a platform that suits you. You can fully dedicate.
Social media for real estate are an excellent option to provide valuable content, spread your blog’s publication, show other clients’ experiences, etc. For this reason, we indicate below which are the most used in the sector and how they work:
It has become an essential commercial ally for entrepreneurs. Additionally, it is possible to market real estate, so you can open a fan page or group and thus get interested followers.
You can also increase interaction through Facebook Messenger, strengthening user relationships and generating greater trust.
An important point to consider is the branding you must have to give an excellent image. As well as try to be active and upload recent content, paying attention to the quality of the photos, texts, and videos.
Additionally, Facebook has ads where you can make paid advertising campaigns and thus achieve your goals.
This popular social network is one of the most in-demand today and the main one when creating company or commercial profiles. It is also noteworthy that it has evolved and continues to do so constantly. And today, it offers many resources to those with a business profile.
Therefore, the first step is to make an attractive profile, which clearly shows what you do and offer, and place a link for direct contact, which either takes them to a phone number, email, or web page to search for more information.
In addition, with this type of profile, you may be able to access statistics and measure the scope and success of the strategies you apply on Instagram since the platform can segment by age, gender, and geographical area.
Lastly, your content is relevant because it must meet your values and what you want to convey. Therefore, professionalism must prevail, above all. It is advisable to include the brand´s colors, use photos and good quality videos, legible graphic elements, and eye-catching fonts that are easily understood.
In the stories option, you can show your day-to-day and encourage interaction with your followers through polls and voting in a fun and casual way. And, of course, we cannot fail to mention the reels and IGTV, where you can share short or long-term relevant visual content ideal for informing, educating, and entertaining.
This social network caters to the professional aspect, where you can connect with companies and people related to your career and field and establish work or collaboration alliances.
So it is recommended that you have a profile here to ally yourself with other real estate professionals and thus attract new agents, among others.
Twitter’s boom is different from a few years ago, so it is not the most recommended for these cases.
However, if you dare to be in it, you can take advantage of it by placing links that take users to your leading platforms, to new entries in your blog, some reflection on the sector, relevant news, etc.
Well, not because it is the last one, but because it is the least relevant. On the contrary, most businesses go through WhatsApp and its real estate groups, where you interact with people from the environment practically 24/7.
The calls have requested ground in this world since everything is now limited to a message on this platform. Therefore, the collection of contacts is essential in this plane because by adding them and adding them to you, it is possible to make the information more direct and personal.
If you can upload statuses with available properties, provide helpful information. Refrain from saturating the person with constant messages and spam. Furthermore, use the business version to create a catalog of properties available to everyone who visits your profile and promote events, workshops, etc.
Real estate marketing is the triumphant answer for many business cases that want to grow and be visible. But, above all, they want to make effective sales and have the additional satisfaction of a happy and established customer for life.
That is why your agency needs to put into practice strategies that take it to the top and stand out from the tough competition in this sector, whether with an online or offline marketing plan. The goal is to have a presence, be noticed, and be perceived as a different company from the rest.
And if your agency needs a boost and you want to achieve everything we explain here, do not hesitate to contact us so that the experts in digital marketing can take care of it.
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