Digital Marketing Strategies for Real Estate
People buy and make enquiries about literally everything on the internet, and real estate is a part of this. They search for dealers, brokers, property, sellers and so on online, which is why many real estate firms are continually navigating towards establishing their online presence and using digital marketing strategies.
Digital marketing increases the chances of reaching a greater target audience through channels such as:
- Social Media
- Content Marketing
- Email Marketing
- Search Engine Optimisation
Customers and potential customers have many options to choose from on the internet, meaning your brand has to be visible and ready to compete. With digital marketing, you can build your brand by creating a strong online presence and engaging existing and new customers.
Everyone directly or indirectly involved in the digital world uses an email address. Even with the rise of social media and unsolicited spam, email marketing is still considered one of the most effective ways to reach out to existing and potential customers, making it a potent tool for real estate agents to utilise.
With email marketing, you define your own list. Unlike social media platforms where your account could be suspended with little to no notice, you have more control here. In addition, your list makes it easy to define what content you want to send out about the amazing real estate deals you have available. It also means that regular communication may reduce the need for you to market your services afresh all the time.
With a high conversion rate, email marketing has become a huge performance tool. You have a higher chance of capturing leads and converting them into paying clients.
Your clients and prospective clients can even forward your emails to people they know who may be interested in the real estate deals you have to offer.
Search Engine Optimisation
How often are you on Google, Bing, Yahoo or some other search engine trying to find things? Well, you’re not the only one. In the real estate sphere, searches could be for properties in certain areas, reliable agencies and realtors, and even the experiences of other real estate consumers in similar situations.
These searches could lead prospective clients right to you and, so, being easy to find online can be immensely profitable. To be easily found online, however, you have to be strategic – which is what search engine optimisation and engagement is all about.
You will have to use content and images relevant to your real estate community and apply search engine marketing as well.If you can’t, or don’t have time to do your real estate search engine optimisation yourself, you can seek out the services of a digital marketing company that specialises in real estate marketing
Social Media Marketing
Social media is continuously growing and is another tool your real estate agency should invest in. With the platforms available, you can engage homeowners, buyers and prospects. With social media marketing, however, regular engagement is critical; conversations with prospects and posts aimed at establishing and growing brand awareness, connections and even authority.
The good thing is that, with so many people on social media, you can reach a wide audience in different demographics such as age, profession and so on.
Successful digital marketing is not possible without good content. Good content even affects your search engine optimisation. Search engines index content for quality and so do the people who need your products or services.
Basically, with the ideal content on your real estate website, blog, social networks, forums and other online platforms, you can get the traffic you need with higher chances of conversion.
With the right content, you can also convince people to work with you and trust your quality of service, the ultimate goal being closing sales.
Personalised marketing strategies are successful because people prefer to be talked to rather than talked at. People get tired of seeing the same generalised messages over and over again. This strategy uses data collection, analysis and automated technology to reach out to customers or prospects as individuals. So, instead of just sending out adverts with the hope of catching someone’s attention, you can run behaviour-based campaigns to fit your leads.
According to a recent Forrester report, 96% of website visitors leave without taking the desired actions. With personalised marketing, you can provide the information your target audience wants at the right time and in the right place. Retargeting and remarketing strategies, for instance, target people who have had some contact with your real estate agency already.
Retargeting is done using cookies. When you have visitors on your website, cookies are sent out to their computers, and when they leave to visit other sites, ads from your website reappear on these other websites. With retargeting, your ad can appear on multiple web pages, and it targets people who have shown even the smallest interest in your services. These ads will be tailored according to the pages they have viewed or products they have showed some interest in.
It reminds them of your services, the property you have listed in certain areas that might interest them, or some other exciting offer you have. It takes “out of sight, out of mind” away from the equation.
That isn’t all, however. You can also use retargeting to reach out to people who visit websites similar to yours or carry out searches related to your industry. As a real estate company, for instance, you could target people who search for things such as “buying your retirement home”.
Remarketing can be thought of as direct follow-up. It is mostly email based and involves sending out emails to customers and prospective customers as soon as they visit your website, purchase or subscribe to similar products and services. Remarketing campaigns have a lot to do with timing because the longer it takes to reach out to your customers or prospects, the harder it will become to remarket.
Your digital marketing strategies need to be concise and well planned to stand out amidst the competition. You can target a defined audience including existing customers, recent converters, people who show interest in specific pages or products and those who leave processes unfinished.