Real Estate Digital Marketing: 15 Steps to Delight, Your Clients in 2022
Real Estate Marketing helps companies attract more interested parties and drive them towards conversion. In this process—from property listing to service—everything needs to be properly planned. There are several stages of efforts that will position builders and real estate companies as leaders as long as they follow solid plans.
Pursue the dream of owning a home, finding a new property to rent, or even investing in a property to build wealth. There are many possibilities, and Real Estate Digital Marketing is essential to connect companies with people who pursue these goals. Nowadays, it takes much work to stand out in such a competitive market.
Knowing how to position your Construction Company or Real Estate Company is the first step to gaining visibility. There will be no lack of customers, neither when buying nor renting, but the conversion depends on a series of factors.
Digital Marketing in the real estate market can fulfil the same role as in other segments: attract, educate, involve and, finally, generate the desired conversion, whatever it may be. It is necessary to know how to charm your public, transmit security and give them all the support in the decision of a new home, and that is what Real Estate Marketing provides.
What is Real Estate Marketing?
Real Estate Marketing is the field focused on promoting businesses, strengthening brands and creating connections between real estate companies and the public in this sector. Objectively, it is a series of strategies and actions to attract people interested in buying and renting real estate and generating promotion and negotiation opportunities.
In this job, there are some obligations in the Marketing tasks, all of them designed and adapted to the real estate sector, which consists of:
- Develop ads to advertise properties and projects
- Define strategies to attract potential stakeholders
- Develop a strong relationship (and maintain it) with customers
- Provide customer support before and after trading activity
- Create a complete and satisfying buying and contracting experience
- Review marketing strategies whenever possible
Based on these bases, a Real Estate Marketing job will be successful in supporting real estate companies, construction companies and other types of businesses in the sector. It is not a totally different way of doing Marketing, but an adaptation to the market in question, guaranteeing support for all the specific needs it imposes.
How important is a Real Estate Digital Marketing strategy?
In recent years, the real estate market has experienced a roller coaster in Latin America, greatly impacted by the following economic crises experienced at different times. Even so, the sector is one of those that show the greatest capacity for recovery, which can be seen in a simple tour of the large cities of Latin America.
Every day, new businesses spring up, selling properties that are still being built to future owners. There are several builders working at full speed on condominiums, houses, commercial spaces and various categories of properties. Consequently, the most visible result is the increase in the level of competitiveness of the sector.
To stand out in the real estate sector like waterfront district block , you must invest in advertising, brand strengthening and relationship with the public; precisely, that is what Real Estate Marketing can offer. To stay active in real estate today, you need to work on your company image and make sure you are one step ahead of your market competitors.
The Internet Brought Relevant Changes in Recent Years:
In the not-too-distant past, buying or renting property was a goal that began with a visit to a real estate company or construction company office. This is still possible, and it is a practice that is alive, but it is undeniable how the Internet recently began to occupy this space. Today, there are several platforms that allow at least one search for a property. Some handle the entire procedure online, from the video tour to document submission and approval.
Others prefer to mix the possibilities, leaving the online platforms as a real portfolio for the service and an initial contact in the process of renting or buying. Regardless of how it is carried out between these two possibilities, this business has grown on the Internet in a relevant way. According to real estate data: the search for properties on the site increased by 37% among Mexican users.
These figures show us the great change in consumer habits and, consequently, how this influences the way in which companies should position themselves. The Internet is currently a fundamental and indispensable channel and, therefore, only Real Estate Digital Marketing can help properties to be visible to the public and capable of attracting interested parties.
Why is the relationship with the public a key part of Real Estate Marketing?
When looking to rent or buy, people are turning points in their lives. In these moments, it is necessary to have confidence and feel safe regarding the company with which we are negotiating; this is what makes the difference. Those who cannot maintain a closer and more dedicated relationship with the public will undoubtedly miss out on business opportunities all the time.
In the real estate business, especially with real estate companies, the job is to connect people, in this case, the interested parties, with the owners. This is purely and simply a relationship; that is, there is no way out of this level of work. Below, we discuss the main reasons why it is essential to maintain a good working relationship in Real Estate Marketing.
Competition is Strong:
The first factor to consider when investing heavily in stakeholder relationships is that the competition is very strong. In addition to traditional ownership options, new housing concepts are emerging, influenced by international culture and even the sharing economy that has grown a lot in recent years.
Given this, the relationship becomes more important than ever to gain the trust and preference of a potential buyer. The public also shares this sentiment, and this will make potentially interested parties much safer before closing the deal.
The Investment is Usually High:
Buying a property involves high investment, and, in these cases, although the cost-benefit is excellent, the potential buyer will look for all kinds of extra guarantees that they can find.
The main one is, of course, a good relationship with the company and the professionals involved in the negotiation. Any problem at this stage of the buying process can trigger an alert for the customer and even cause them to forfeit the investment.
Buying a property implies goals in life:
In addition to the high figures, we must not forget that there is usually a very strong emotional component in the purchase of the real estate. For many, it is the first (and perhaps only) property, the place where they want to live with their family for many years and create a happy story.
For others, it means an investment for the future, and nobody likes to lose money on failed investments. Therefore, whatever your niche and whomever your clients are, investing in a close relationship is essential for your Real Estate Marketing plan to work.
How to create a Real Estate Marketing strategy?
Developing a Real Estate Digital Marketing strategy requires studies, knowledge of the market and the effective structuring of a diffusion and attraction work.
In addition, it is essential to maintain good customer relationships and service practices. To provide all this, it is essential that you plan in stages, ensuring a quality position in the market.
Next, we will tell you how this strategy is created, going through the essential bases of Marketing applied to the real estate market.
Think About Your Audience:
Who is your audience? First of all, a good investigation and definition of your buyer persona is a precise job that helps to define the average consumer of real estate services. Your company will know what the aspirations of your potential clients are, what they expect from your company and how they prefer to be treated in a relationship with a service provider.
When you understand your audience, your entire marketing strategy is more precisely oriented; that is, it adapts to the expectations and desires of that consumer. The chances of success are greatly increased this way.
Interpret The Market:
The real estate market has its peculiarities, like any other. To strengthen your brand and make your properties better, it is essential to know all kinds of real estate, legal and bureaucratic matters related to purchasing, sale and rental contracts, among other points. It is just the starting point for this sector.
The market also brings price variations fees applied to securities, commissions and other financial mechanisms. Having control of the market will help place ads, serve customers and advertise properties in the right way, using the most appropriate tone and guiding the consumer precisely, which is essential in the relationship.
Know The Operating Regions:
Your marketing strategy can vary depending on the region you are in, that is, the state, the city and even the neighborhoods in which your company works. A Marketing strategy also brings different characteristics and, therefore, you must know which one is each for the region where your company operates.
Consumers in a more exclusive region, for example, have different expectations than those in areas with less purchasing power.
Your company must know how to offer the most appropriate services to each of these audiences, serving them with well-defined parameters, advertising in a way that is easier to involve and knowing how to attract these people.
Idealize Your Service:
It is necessary to structure how your customer service will be since this is a fundamental part of developing an impeccable relationship, a pillar of this market. Therefore, it is necessary to define, first of all, what the service channels will be: email, telephone, WhatsApp, social networks, among others.
In addition, you must also create a service structure, which guarantees priority for those who are already customers and need a quick solution, also paying due attention to leads. With organization, a good CRM system and dedication to making the experience excellent, it is possible to win more and more clients and continue to offer outstanding service in the market.
Unite Traditional and Inbound Strategies:
Although digital is the great current Marketing platform, your company will not be able to abandon traditional and offline strategies. Posters, brochures and advertisements distributed in the operating regions are essential. Of course, good service also helps build credibility, resulting in good old-fashioned word of mouth.
Inbound Marketing strategies are essential, especially with Content Marketing. Creating a blog to offer materials such as eBooks and posts on real estate issues helps to attract interested people, i.e. prospective owners or renters.
With these contents, it is easier to get leads that can be qualified, for example, in an Email Marketing strategy. In this way, your company can send these people new property listings that are related to their interests.
How to succeed in the strategy with 15 actions?
Your Real Estate Marketing strategy is correctly structured and planned, now is the time to put it into practice. This means having the main resources at your disposal and starting to spread produce content about your service and everything that this work involves.
Here are 15 essential actions to be successful!
1. Have A Conversion-Ready Website:
The first step is to have a website set up to convert visitors into leads and convert those leads into customers. For this, it is important that the site has simple and objective navigation; in addition to being responsive, this is adaptable to various screen sizes to offer a good experience on mobile devices.
The website is the exclusive channel to communicate with your audience and help them see the value of your services and also to ensure that you have full control over the messages that will be delivered.
2. Use The Inbound Method in Your Sales Process:
Inbound Marketing is a methodology created to generate value from the first contact with a person and make them become a customer and a brand advocate.
This method consists of the following steps:
- Attract visitors (to your website, blog, social networks, among others)
- Convert those visitors into leads
- Close sales
- Turn customers into ambassadors of your brand
Using this methodology will make your property sale process much simpler and more efficient.
3. Produce Content to Become an Authority:
Anyone who wants to buy a property has very pertinent doubts and will seek to resolve these doubts online. This is where your company should appear as an authority figure through relevant and practical content for your buyer persona. For example, you can produce materials with:
- tips to help your audience choose the best location to buy property
- explanations about what type of property best suits the profile of each person
- clarifications on taxes and declaration of assets in the income tax, among others
And don’t limit yourself to traditional written articles. You can produce videos, podcasts, infographics, and many other types of posts to engage and inform your buyer persona.
4. Invest in Your Presence on Social Media:
There is a big difference between being present and being present, and brands that want to achieve real results with social networks must belong to the second group. To do this, share the materials you produce for your blog, in addition to producing specific content for each of the networks in which you are present.
To be successful on social media, keep in mind that the way is not to talk about how profitable your new business is or how good the financing conditions are. Instead, find out what topics your audience is most interested in and create discussions around them.
5. Think Like Your Target Audience:
What does this conquest mean for those looking to buy a property? This simple question can be of great help in creating specific campaigns or defining tactics to use. For example, Virtual Reality Marketing creates a much deeper experience and could be used to demonstrate what a property still on the plan would look like once it is finished.
A video like a 360° view of the surroundings can also help you capture the interest of many visitors before they even visit a booth or property.
6. Create A Referral Program:
It’s time to put Word of Mouth Marketing into practice! Certainly, it is also worth taking advantage of this in Real Estate Digital Marketing. The best way is to create a referral program that facilitates and rewards customers who refer potential stakeholders to you.
The support of a friend or acquaintance counts a lot in purchasing decisions, especially when it comes to something as important as a house or an apartment.
7. Use Real Estate Platforms:
There are already several platforms and real estate portals oriented to the purchase and sale of real estate, many of them carried out with the aim of generating direct negotiation between companies and clients.
So why not take advantage of the opportunity to also be present in these portals? They drive lots of qualified, ready-to-buy traffic, are easy to use, and come with helpful tools.
Some of the main portals are:
- Real Estate24
- Free market
8. Create A Newsletter for Your Leads:
Once you get a lead, it’s time to make that contact really count. These people are certainly looking for a property, and it is in this area that you will be useful to them. If you’ve captured that lead in the early stages, it still needs to be qualified. So, send them the word of mouth of the sales funnel to make a gradual and qualified transition to the decision stage.
For leads in the decision stage, you can be more incisive with your newsletter. Send real-estate ads, always in accordance with the preferences that these people have shown up to now.
9. Reply ASAP:
It is common for this audience to rush to close deals. The unique opportunity is in front of many, and missing it could be very frustrating. Therefore, your company must focus on responding to any request as quickly as possible.
Most importantly, this shouldn’t just be limited to those still looking for a property. People who are already in the documentation process and owners who have just acquired property will also have questions and problems, needing a quick service.
10. Be Accessible to Your Leads:
Although the web is a platform where it can provide services, show real estate ads and even visit properties, the face-to-face factor is necessary.
Many people do not feel safe closing the purchase or rental of a property remotely, which must be understood. Therefore, it always offers the option of receiving the client in an office or sending a broker. This is part of the relationship efforts, and, as we have already shown, it should be a priority when dealing with Real Estate Digital Marketing.
11. Use A CRM to Generate More Leads:
Through the use of a CRM, companies can record each contact of customers and leads, listing and their data the interests shown at those times. This is essential to generate more accurate trading opportunities.
Even if a potential client isn’t happy with a property after a viewing, properly registering that person’s interests can help you send them better deals later. That way, when the ideal property appears, your company can contact it again and make a new proposal. A CRM is an indispensable tool in Digital Marketing and can be equally useful in the real estate sector.
12. Create Real Estate Presentation Videos:
Did you know that a survey conducted by Cisco found that video will be 82% of all Internet traffic by 2022? This means that more and more users show commitment to this type of content.
In real estate, customers can also be much more interested in a property if they see videos in an advertisement. It is a great advantage, mainly because it allows you to anticipate part of the experience of visiting the property. Therefore, there is no doubt: your Real Estate Digital Marketing strategy must include videos that show the properties. It will drive more traffic to your ads and increase people’s interest.
13. Create Posts for Your Properties in an Editorial Calendar:
Each of your property listings should be given due attention. After all, there will always be someone who is a perfect fit for the property in question. Therefore, define a strategy that helps generate interest in each of them.
Our suggestion is that you create an editorial calendar to organize your posts. So, every day of the week, you can feature one of these properties on your social media channels.
14. Analyze The Results Obtained:
The analysis of the results is one of the main requirements of Marketing since, without it, it is simply impossible to know how your company is doing in attracting and converting customers.
Several metrics can be used to determine the performance of your Marketing strategy with extreme precision. Therefore, please select the most relevant according to your objectives and observe them for a reasonable time until you obtain enough data to draw accurate conclusions.
15. Review Your Strategy and Always Evolve:
Finally, it’s time to review the data you’ve gathered from the analysis done in the previous step and review what’s working well or poorly with your strategy. The idea is that you will always evolve in your efforts if you identify the problems and desires of your audience and offer them something relevant. The result will be that your company will stay strong, making use of the best Marketing and Sales techniques.
Real Estate Marketing is essential for this sector, especially when these strategies are aimed at digital channels. Your audience expects state-of-the-art service and is ready to convert, as long as you know how to attract them and provide them with a complete experience, from preliminary information to a visit to the property.
When viewing a property on the web, it is natural that potentially interested parties want more information. Therefore, Sky marketing stress upon the fact that the most important thing is to know how to create and manage your marketing team. Please find out how to achieve it with our eBook on Marketing Teams!