Real estate professionals have seen a shift over the past decade. Clients buy, sell, and invest in different ways, often beginning with an online search and a clear understanding of what they want out of their future home, property, office, retail space or lot.
There is more competition with new agents, brokerage firms, and private investors entering the real estate market. To stand out from the competition, generate new leads, and complete successful sales, you need a real estate digital marketing strategy.
Why is Digital Marketing Important to Real Estate
We live in a digital world, and searching for a property is no different. A National Association of REALTORS’ survey found 44% of buyers looked for a property online before reaching out to a real estate agent.
Social media was one of the first ways real estate professionals got noticed online. From Facebook Ads to sharing photos of new listings, social media platforms allow real estate professionals to build their brand and relationships with potential clients. With social media generating the majority of leads, how can real estate brokers and realtors differentiate themselves in a saturated market? Developing and executing a digital marketing strategy.
7 Tips To Get the Results You Want From Your Marketing Strategy
Develop a User-Friendly Website
Who wants to wait for a website to load? No one. With so many photos, videos, and links, real estate professional websites can be tricky. By working with a website designer and focusing on your potential client’s needs, you can create a responsive website.
Nearly half of website browsing is completed on a mobile device, so you need a responsive site to ensure users can easily browse your website. A mobile-friendly website should include:
- A list of new listings
- Pictures formatted to mobile size
- Content guiding prospects through the buying process
- Faster loading speeds
In addition, implementing a live-chat function will allow you to communicate with clients 24/7. The real estate industry is very people-centric, and you want to be available to connect whenever a question arises.
To learn more about building a great website read 10 Reasons why it’s time to update your website here
Create Email Campaigns
Email marketing continues to be one of the most effective ways to connect with customers and build relationships. A well-rounded campaign allows you to connect, engage, and compel new leads while interacting with existing clients.
GetResponse’s 2020 Email Marketing Benchmark report shows the average open rate for real estate businesses is 28%, with an average click-through rate of 2.42%. Nurturing leads with high-quality, relevant content and information is the most effective way to get them to open and your emails.
Additionally, using a marketing automation platform, such as Marena Cosmos’ IMPGO, allows you to free up resources and quickly engage with prospective and existing clients. Provide personalized content and listings that focus on the client’s preferences and interests.
To learn more about how to improve email opens read Email Subject Line AI Testing Tools here
Develop a Social Media Strategy
If you’re only posting property listings to Facebook sporadically, you’re missing out on a vital opportunity to connect with clients. Having a complete social media marketing strategy is what yields the best results. Build brand awareness, increase your reach, and promote your properties and services.
Some ideas for content to post on your social media channels include:
- New or existing listings
- Recent success stories
- Team bios
- Relevant blog articles
Regularly posting to social media platforms takes time and planning. However, using an automation tool like IMPGO makes it easier to design, post, and analyze data across your social platforms.
The key to a successful social media strategy is to provide varied content. You want to reach a broad audience throughout the buyer’s journey.
Pay-Per-Click Advertising
Pay-per-click advertising (PPC) is an excellent digital marketing strategy for real estate professionals to generate leads. PPC’s ads are used to target potential buyers and sellers directly.
The main benefit of pay-per-click ads is that you only pay when someone clicks on the ad. The average cost-per-click (CPC) in the real estate industry is $2.37.
With PPC algorithms targeting those searching for terms related to your services, you reach potential clients who are genuinely interested in your offerings.
Create and Post Blog Content
A well-curated blog allows you to build credibility and provide actionable advice on buying or selling a home or property. A responsive website with a blog increases indexed pages, helping real estate professionals establish better SEO.
Make sure to incorporate content marketing into your digital strategy by regularly posting informative content on your website and sharing it across social media platforms. You want to answer questions your clients have.
Some types of content you can create include:
- Blog articles
- Infographics
- Guides
- Reviews
Host Virtual Tours
50% of real estate agents believe 3D tours, virtual showings, and other technology helped their most recent transactions sell for more money. Virtual tours of homes and properties are vital pieces in a real estate digital marketing strategy.
Video content allows potential buyers to get an idea of what a property has to offer. A survey of Zillow Premier Agents found 31%1 of clients always or usually tour a home virtually before visiting in person.
As a real estate expert, it is your responsibility to help make the buying journey as easy as possible. When creating video content, keep the following in mind:
- Use actual footage of the home or property
- Make sure the video is responsive across desktop and mobile devices
- Create a 3D, user-friendly tour
Focus on SEO
Search engine optimization (SEO) is critical to driving traffic to your website. Your website and pages will show up higher in search engine results pages (SERPs) for relevant searches when implemented effectively.
Google and other search engines are continually updating their algorithm, so it is critical to stay up-to-date on the latest SEO trends and best practices. Keywords continue to be the foundation of SEO. You want to make sure to include relevant keywords throughout your website and blog posts organically. Other elements critical to SEO performance include:
- Backlinks
- Meta titles and descriptions
- Social media pages
- Online directories
Some of the more technical aspects of SEO marketing can be more difficult to understand and implement. Working with a digital marketing agency, such as Marena Cosmos, will ensure your SEO strategy is implemented properly.
In the real estate industry, digital marketing skills are becoming more important in running a successful business. Working with a professional, modern digital agency with industry experience can help you combine branding, technology, and marketing expertise.
From modern, attention-grabbing graphics to responsive websites and listing technologies and a customer relationship manager and email automation platform that provides precision targeting, Marena Cosmos can help your brand stand out from the competition.
Looking to improve your Real Estate Digital Marketing? Click Here
1 Zillow Premier Agent survey data, available at https://www.prnewswire.com/news-releases/41-of-agents-say-cash-offers-are-the-most-effective-strategy-but-dont-underestimate-the-power-of-pizza-301287196.html
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