The real estate market is estimated to grow by 3.2% in 2021. This only means that competition in the industry will become more aggressive. Thus, real estate marketing is more important than ever today.
Although most buyers only make a buying decision after viewing a property in person, marketing your listings online could make all the difference. This means creating a strong digital marketing strategy for your real estate business.
In the past few decades, the real estate industry has mostly relied on traditional forms of marketing; however, as the world shifts to digitization, more realtors are considering digital marketing as the new way to showcase their services and properties to potential buyers.
So how do you develop a real estate digital marketing strategy? Check out our guide below:
Start by Building a User-Friendly Website
Creating a mobile-optimized and user-friendly website is the first step to digital marketing. To showcase your listings to potential buyers, ensure you have a functional website. According to research, over 93% of searches start from search engines, such as Google.
Your website's design should be attractive to users. Remember also to post high-quality photos to showcase your properties.
However, be careful that the hi-res images you host on your website do not reduce your website's loading speed, because reduced loading speed could negatively affect user experience.
According to a study, over 47% of web users expect the loading time to be 2 seconds. 40% of these users will leave a website if it takes longer than 2 seconds to load. Therefore, ensure that the images are the right size and a good display to avoid slow loading speeds.
Create a Content Marketing Strategy
Having a well-optimized, user-friendly website without useful and good-quality content is a waste. The content you create for your website will help you build credibility and establish your business as an industry authority. One simple way of creating content for your website is by writing articles and blog posts.
Ensure you write blogs and articles that are valuable for your potential audience. For example, you could post content on your website about finding the right house for your family. You can also write an article about the different financing options for potential homeowners.
Your articles should provide your readers with answers to their problems. This will ensure that users come to your website for educational purposes, and as a result, they may enquire about some of your listings.
Develop a Strategy for Email Campaigns
Email marketing is one of the most effective types of digital marketing, especially for individuals in the real estate industry. Emails allow you to engage and connect with potential clients while staying connected and relevant to your past clients.
The average email open rate for real estate companies is 27%, and a click-through rate of 3%. This number should provide you with a benchmark for your email marketing performance tracking. The more your content is relevant to your potential audience, the more likely they are to open and engage with your emails.
Create Videos for Your Website
Most real estate agents rely on photos to promote and market their property listings; however, videos are more attractive to customers, and they generate revenue faster than non-video marketing content. Video content is invaluable to potential renters and buyers.
A video can show your property's listing in much more detail than any picture ever could. You can create a video of the property showing the different rooms in the house and their other characteristics. Working with companies like Hommati can mean that you have access to having 3D tours for your listings as well. Potential buyers can walk through the house in whatever way they want to without leaving their couches.
Pay-Per-Click (PPC) Advertising
Pay-per-click advertising is an effective way for real estate agents and businesses in the industry to target potential leads directly. PPC advertising can help you increase traffic to your website from individuals looking to sell their homes, rent, or buy a new house. That is because PPC advertising targets people who search for certain keywords.
Another great benefit of using pay-per-click advertising is that you only pay when a user clicks on your ad. According to a study, the average PPC cost in the real estate industry is $2.37, while the average conversion rate is 2.47%.
Set Up Social Media Accounts for Your Business
Before rushing to create accounts on different platforms, ensure you know the right social media platforms to market your business. There are numerous social media platforms you can market your business; however, it is essential to note that these platforms have different audiences.
You will also need different strategies and create new content every day to succeed in social media marketing. It will not be easy to stand out in social media if you do not have a concise social media strategy. Even if you are conversant with social media, using the platform to grow your business can be a lot to handle.
Below are different social media platforms you can use for your real estate digital marketing:
- Snapchat
- TikTok
You would not want to post inconsistent, mediocre content across numerous platforms. It is better to choose one or two platforms and commit to them. You can post relevant content consistently and build up from there.
It is advisable to start with one social media platform, then see if you can take on more work. The easiest to start with is Facebook or Instagram.
Start Real-Estate Based Conversations on Social Media
In addition to creating a social media marketing strategy, you should also consider initiating conversations on social media surrounding real estate. Most millennials shop for most of their goods and services online and on social media platforms. This is why it is advisable to use social media to target this group of consumers.
Social media is the best place to start a conversation with potential clients. The best way to do this is by directly engaging with users in the comment section of different posts. Whether these posts are yours or another person's, ensure they are relevant to your business. You can also send potential customers private messages.
Ensure you focus on your potential clients' needs. You could find that your clients have certain requirements that other brands are not fulfilling. This way, you could tap into this market and find ways to help the clients.
Be as resourceful as possible and answer all their questions. You can also invite them to have a conversation with you and look for ways to educate them without selling your products and services. Clients appreciate honesty, and they will be more inclined to trust you.
Incorporate Branded Images and Visuals
Everyone in marketing knows the importance of visuals and graphics in social media marketing and targeted advertising. There are platforms such as Instagram that are entirely based on visual content. Human psychology is inclined to connect more with images and visual content than plain text.
Unfortunately, a basic image with the relevant message, without proper branding or a call to action, can confuse potential clients. While the image can be pleasant, your audience will not know what to do next. This is where branding comes in handy.
Remember to add a logo and your brand's colors to photos and videos of your listings to help clients identify your posts and relate them to your brand. For instance, if you post a house picture without a description or a logo, your audience will not associate it with your brand. They could scroll past the photos, thinking "nice listing", but nothing else.
Including your logo and brand colors will help your target audience to associate your listings with your brand. They may also stop to scroll through your page, looking for a house that fits their needs.
Create and Maintain a Relationship
After creating your real estate marketing strategy, ensure you remember to network. This will help your marketing strategies not to go to waste. Real estate agents' biggest mistake is to start a conversation with potential clients and leave it in the middle.
It is essential to track all the conversations you have on social media and email with potential clients and other real estate agents. Following up on such discussions will help you cultivate these relationships.
Always remember that even if a potential customer says "no," they mean "not right now, maybe later." You can invest in a software tool that will remind you to follow up on these conversations after a pre-set period. You do not want to appear aggressive or pushy, but at the same time, you want your clients to think that they were on your mind.
Are You Ready to Create a Digital Marketing Strategy That Works for Your Real Estate Company?
The main purpose of creating a real estate digital marketing strategy is not to win likes on social media platforms. Instead, it is a way for your brand to grow and increase your conversion rate.
Are you looking for the right innovative technology to help you sell your listings? Call us today, and we will help you get started. The secret to getting more leads is using the right technology.