The real estate industry has undergone a revolutionary update in the past few years. Until recently, most real estate transactions were offline affairs. Now, though, most buyers do at least some, if not all, of their house hunting research online, thanks to the richness and accessibility of real estate online marketing. Today, most real estate companies have a website optimised by a robust digital marketing communication strategy. When are you going to start working on yours? How does real estate digital marketing work? And why should you do it? Let’s jump in and find out more.
Do a real estate market analysis
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Integrating market analysis data into your marketing campaign can greatly impact the success of your real estate marketing.
An accurate real estate marketing assessment can not only ensure your marketing budget is geared towards areas with the highest ROI, but can also save you loads of time and capital. You can use software tools like Moz or SEMRush. These tools will give you valuable information on your rivals’ digital audience, such as how their marketing and advertising are doing.
Doing this can give you a better understanding of what the real estate market demands, where the high volume demand lies, and what searches buyers are presently carrying out.
Try real estate video marketing
With the advent of TikTok, video marketing is on the up. However, fields like real estate are already visually stimulating. So, why not ride the video marketing wave and harness its power?
A short property tour with your camera gives buyers everything they need to know and is standard fare. But for extra marketing power, try thinking outside the box. Unique shots like live real estate events, virtual reality tours, and educational real estate animations can capture clients’ gaze, all at a low price.
You don’t necessarily need to worry about producing lengthy videos, either – we know that shorter clips perform exceedingly well on both social media and real estate websites.
Keep your real estate marketing authentic
In most industries, it’s key to build trust. The same is true in real estate marketing. A typical digital real estate customer already knows the basics of what makes a good property, thanks to the information they can find on sites like REINSW. When it comes to the actual house hunt, your digital customer simply wants quick, relevant information, or they’ll move on.
Instead, focus on content that helps your new client out. Sure, you still want to make a sale. However, adding advice about how to finance a property, contract review, and what the neighbourhood is like will flesh out each property and help the customer know how to make the purchase, rather than just pushing the sale.
Show your prospective clients the property’s lifestyle, show off the destination, and they’ll understand the value you bring to the table.
Reduce your load with real estate marketing automation
In real estate digital marketing, only consistent top-quality content will give you the desired results. But did you know that marketing automation can help you achieve these results?
Marketing automation platforms are a brilliant way to simplify your online presence. They’ll send the right personalised messages, track your audience engagement, segment and organise your email subscribers, send your reports, and manage your sales.
These marketing automation tools are brilliant for tasks like social media management, ROI reporting, lead management, running online ad campaigns, testing landing pages, and more.
Personalise your email marketing for real estate
To start with, you’ll need subscribers for email marketing. So, ask clients and visitors to your real estate site for their email address. You can then send marketing emails about new listings and projects, and give buying advice.
Be sure to personalise your emails, referring to your clients and subscribers by name, and always give material relevant to what they are specifically interested in. You can make sure your emails are relevant by categorising your subscribers. Use things like income, age, hobbies, and the area they live in to create content that appeals to each group. Keep customers informed about material relevant to them, and they’ll feel valued.
Use SEO best practices in real estate marketing
Some real estate agents disregard SEO, since it can take up to 12 months to see the improvement it brings. But when SEO does begin to bring you returns, it brings them in the form of organic, highly qualified traffic – very likely new clients and customers!
So, how can you make sure you excel at SEO? The first step is ensuring all your website material and blog posts are SEO targeted. You can do this by carrying out SEO and search engine research. You should also incorporate your high-volume keywords into your articles. Another tip is to build strong backlinks by often having guest posts on other highly-ranked real estate marketing websites. Above all, never add unrelated keywords to your content. If you do this, you risk your site getting penalised and hidden in search results.
Another thing that could be beneficial for your SEO journey is hiring an SEO expert to help you. An expert can help you do some even more in-depth keyword research.
Use retargeting to hit your targets
You’ve already attracted customers to your website. So, why not use retargeting to keep you on their mind? Retargetting ads appear on a variety of websites and portals that your customers encounter as they browse the web. Retargeting is a form of advertising designed to help users remember what they liked from a previous search. Brands that use retargeting typically get a much higher click-through rate than brands that don’t.
Retargeting can be annoying if, for example, you’re still getting ads for variations on a pair of shoes you have already bought. But in searches that have a long sales cycle, like property purchases, retargeting is the perfect solution.
Get real estate training
The best way to excel at real estate is to make sure you know everything there is to know about it. And what better way to do this than by training through a licensed provider like REINSW? With real estate training, you can market yourself by showing off your credentials, appearing more trustworthy, and, above all, learn about real estate.
Why use real estate digital marketing?
So, why use online digital marketing? What advantages does online marketing for real estate have over the traditional marketing of word of mouth and putting up “sold” estate agent signs? Let’s take a look.
People already look for real estate online
Though we all like looking at the houses in the estate agent’s window, these days, real estate customers search for property online most of the time. Most real estate agents’ websites are much richer than seeing a single picture in a window, with more up-to-date information, details and maps about local landmarks and public transport, and, most of the time, a video tour of the building’s interior. They can even start a chat about the property right there, day or night. When they’ve finished looking at a property, retargeting ads keep the property at the forefront of their mind as they do other searches online.
The features of online real estate marketing on websites and through advertising are an amazing, rich way to begin the first connection with buyers and promote lead creation.
Good real estate tech is easy, effective and inexpensive
Right now, new technologies for real estate are appearing at an astounding rate, giving real estate businesses new, interesting methods to appeal to customers.
From absorbing 3D and AR images to open house live streams and virtual reality tours, there are so many new ways to draw prospective buyers into your properties. And what’s more, all these methods are affordable, straightforward to use, and brilliant for promoting to large audiences, both at in-person and online events.
A larger, more interested audience
When you have an online advertising platform, you have access to any audience you want to appeal to. No matter where they are, you can match your content to people with specific interests, income levels, purchasing patterns, and much more. In this way, online marketing content helps you reach the right people, saving time and money compared to waiting for clients to come into your office.
Get help with real estate digital marketing
Digital marketing companies can help build your engagement, capture attention, drive brand awareness, and above all, keep selling real estate under a variety of market conditions. Digital marketing is just the thing to help you stand out from your competitors and overcome sales challenges.
As you now know, digital marketing is a perfectly primed solution for marketing in real estate. With access to a huge, easily targeted online audience and with the ability to showcase properties cost-effectively, real estate digital marketing is the best solution for anyone wishing to boost their real estate sales.
