Digital marketing is crucial for any and every business — if you're in something as competitive as real estate, you must stand out from your competition. The easiest way of doing this is by being where your leads are: Google, Social Media, and any part of the web you get your hands on really.
Digital Marketing is proven to be effective when it comes to selling homes. Those who take advantage of the digital approach are able to transcend the usual marketing efforts. There is no shortage of booming housing markets to take advantage of.
The million-dollar question here would be how to fully utilize Digital Marketing for your business and see some return on investment? Here are a few key tips to help you get started.
Define Your GoalsThe first priority when developing your real estate digital marketing strategy is to define and set your goals. Only then can you make an effective plan of attack. Your business goals should be the focal points when devising your marketing strategy.
Being measurable, both in time and business metric is an important factor to define your goals by. Everybody wants to be successful in their industry, especially in a highly competitive one such as real estate. To help combat this, let’s go step by step and remember that patience is key here!
Now, take a magnifying glass to your strategy and change ‘generating prospective leads in my locale’ to ‘generating 10 prospective leads in my locale this month.’ Start small, aim big, and you will get there.
Even though we can’t help you close the sale, we can help you build the foundation for gaining traffic, and guide prospects through the decision making process. It starts with establishing yourself online.
After you have laid the groundwork for your platform, you need to make the magic happen. This is where you create value through a content marketing strategy. Think blogs, eBooks, polls, pictures, videos but we will get to this a little bit later.
Like we said earlier in the text, you need to have patience. When it comes to honing your real estate digital marketing strategy, what matters is that you have persistence. You won’t get a huge following overnight. But keep in mind that you are designing a funnel for the future.
Create a User-Friendly WebsiteProbably the most important thing would be a nice, clean website. How many times have you opened a website only to close it because it wouldn’t load fast enough, or you thought it to be confusing or even ugly? With so many photos and links, realtor websites can sometimes be a web developer’s nightmare. However, with the help of a professional web designer and, knowledge of what your clients are looking for, real estate professionals can develop a responsive website that is optimized for mobile browsing.
Almost half of all web browsing is completed on a mobile device, so if your website is not designed to be responsive, your clients will not be able to browse your site comfortably. Your mobile-friendly website should include the following content in order to give your clients the best experience:
- A list of all new listings
- Content that will guide them throughout the home buying process
- Easy access to the realtor
In addition, consider implementing a live chat feature on your website. Your real estate business is extremely people-centric, meaning that it’s important to be available when they need to ask questions. Investing in live chat software allows people to connect 24/7 and schedule appointments without necessarily speaking directly to you.
The website is your online visit card so make sure it grabs the attention of people, make sure they will want to come back to you.
Create and Post Valuable Blog ContentEverybody wants to be visible online. When someone types in a search query, naturally you want your business to come up first so that you can increase your Conversion Rate. To achieve this, to achieve better SEO (Search Engine Optimization), you need content! You need good, quality and relevant content. The more content you have, the higher you will rank on Google and less money you will spend on advertising.
A blog is a fantastic way to level-up your SEO, build a positive reputation online, and provide your clients with actionable advice on buying or selling a home or piece of property. A real estate professional's digital marketing strategy is nothing without valuable content, whether it's shared on your website or social media.
This is the key right here, in addition to your responsive website, make sure that you regularly write content that buyers and sellers can come back to for answers to their most pressing real estate questions.
Pay-Per-Click AdvertisingMy personal favorite, Pay-Per-Click – also known as PPC. This form of advertising is an excellent strategy for realtors looking to generate new leads based on ads that they pay for every time the ad gets clicked on.
PPC is a great digital marketing option for real estate professionals seeking potential clients who may genuinely be interested in their offering, as they only pay when someone clicks through their ad.
Often, PPC ads can be targeted toward individuals who have searched for correlated keywords in Google or another search engine. Other options and possibilities are limitless, you can target a specific audience (converters, non-converters, people that recently moved, specific area etc), combine those audiences, target placements Besides Google there is LinkedIn, Facebook and Instagram which are amazing for Real Estate.
Remember earlier when I said that everybody wants to be ranked first on Google, well, with PPC this is achievable. With PPC you can see instant results which is probably the biggest advantage of this form of marketing.
Reading all of this, you might ask yourself, well if PPC is so great, why do I need SEO or even a good website? Even though PPC can give results pretty fast, PPC works in correlation with your SEO and especially your website, the better those two are, the less money you will spend on PPC and more quality traffic you will get.
Create a Social Media Marketing StrategyIt’s one thing to post real estate-related content on your Facebook account every once in a while, but a full-fledged social media marketing strategy is what truly yields the results you’re looking for. Some ideas of useful content to post on your social media channels include:
- New or existing listings
- Team bios (if you run a real estate brokerage)
- Case studies
- Relevant blog posts (articles about Real Estate for example)
- Success stories
The most important rule of thumb for developing a social media strategy for your real estate business is to share relevant content. Although sharing listings is an important factor of your digital strategy, you want to make sure that your content is useful for a broad audience, not just leads in the market for a new home.
Host a WebinarSharing all your expertise as a real estate professional is vital for successful digital marketing. Thankfully, techniques such as webinars and online workshops make it easy to reach a large audience and stay relevant in the industry.
AgentLocator is one of those companies that has great practice when it comes to hosting webinars for Real Estate.
Digital marketing for real estate professionals relies highly on generating inbound leads, so getting your name and expertise out there is vital for a successful digital marketing campaign.
ConclusionYour digital marketing goals should revolve around establishing an online presence to gather a following and then guide people down your sales funnel.
You should be branching out as much as possible to all platforms. Make sure your social media is active and up to date. Make sure your website is accessible and optimized for traffic. Nurture your clients by providing value in the form of content marketing. Follow up and provide more value through email.
Accomplish all of this and you will be well on your way to a lead generating real estate digital marketing strategy.