The agencies that have grown in recent times are those that have known how to join the change, betting on real estate marketing and leaving aside the traditional mailbox, static advertising on buses, brochures on cars, and so on.
In this article, we invite you to discover what real estate marketing is and the best marketing strategies for real estate.
What is real estate marketing?
Real estate marketing is a set of strategies that focuses its efforts on meeting two objectives: the acquisition of properties for subsequent sale or rental, and the acquisition of potential clients who wish to buy or rent a property.
To meet these two objectives, real estate marketing can perform the following processes:
Position the brand of construction companies to generate recognition.
Position the brand and sale of real estate projects to publicize the different real estate projects.
A real estate sale or rental process.
Best Real Estate Marketing Strategies
We detail some of the best marketing strategies for real estate, valid strategies to increase sales and real estate leases, and, also, perfect strategies to promote real estate.
1. Identify and define your Potential Customer
One of the keys in this, and in many other sectors, is to identify and define the buyer persona. This concept refers to the perfect client profile for the purchase or rental of a certain property. In order to define this ideal client, it is necessary to collect some data:
- Demographic data: correspond to data related to education, sex, current address, and so on.
- Psychographic data: these are the data that reveal the interests of a person, for example, the stores that they usually visit, the events that a person attends, and so on.
- Online behavior: what are the networks most used by a certain person? What pages do you visit? …
- Professional data: refers to the challenges and responsibilities of a person, among other things.
Why is it important to define the buyer person? It is a fundamental step in any of the real estate strategies to sell, and even to lease, because it will optimize the resources used in any campaign, because it will provide the necessary knowledge to know where the potential client is because it will help you to know better the audience and, above all, because it will allow you to offer quality and interesting content for your target audience.
2. Advertise in Google Ads
Competition in the real estate sector is high and therefore, on some occasions, it is necessary to bet on pay-per-click strategies in Google Ads to appear in the first search results.
What to do to advertise on Google Ads?
- Campaigns by location: if you sell or rent properties in different locations, you can carry out campaigns in each of those locations advertising the properties you want to sell or rent.
- Campaigns by property type: you can also carry out campaigns by property type, for example; for homes with three bathrooms, homes with a terrace, homes with 1, 2, or 3 bedrooms, and so on.
- Ad copy: creating good ad copy is key to capturing the potential customer’s attention.
- Keyword selection: select very specific keywords in order to filter the ad so that only really interested people can see it.
3. Offer quality content
As we have mentioned before, if you correctly define your buyer persona, you will be able to offer relevant content for that person, content that will resolve doubts about a purchase or rental procedures. Some of these contents can be glossaries of terms used in the sale of homes, necessary documentation, and even contents about financial information. We must strive to keep our audience educated with useful and quality information!
The content also allows us to offer information that can prevent scams during sales or leases and, above all, allows us to maintain the buyer’s interest during the purchase process by helping it to finally be executed.
4. Virtual reality
Virtual reality is one of the latest developments in real estate sales strategies. Incorporating it into any strategy is a great time saving because it allows potential clients to see the property as if they were inside it, discarding many homes at first to focus on visiting those that really interest you.
This strategy to filter properties is not used by many real estate companies yet, but we are sure that in the coming years most real estate companies will have it.
5. Work on SEO positioning
SEO is a marketing strategy that focuses its efforts on positioning a web page in the first search results. The higher the better! Its main objective is to turn a web page into an asset that attracts visits, and that those visits translate into sales.
The SEO strategies that are applied in any sector are totally valid for real estate, however, there are some specific ones that can help you compete for the first positions against some of the large real estate portals or ad aggregators such as idealistic, among others.
These strategies should be based on: organizing and configuring a website, creating a solid foundation (offering information about the company, quality content, etc.), disseminating content through social networks to increase traffic to the web, and maintaining leadership not to lower positions.
It is very important to be clear about the pillars of any SEO strategy: having an authoritative domain (it can be achieved, for example, with link building strategies), correct use of keywords, use of social networks, and quality photos and videos that provide information about the real estate and commercial agents.
6. Marketing automation
Marketing automation has become a necessity to be able to function and offer a service almost 24 hours a day and any day of the week in this sector. This strategy will allow you to answer messages, present properties, etc., while you visit a property or any other task. It is a good way not to neglect your potential customers at any time of the day.
7. Email marketing
Email marketing can help real estate to attract new subscribers. For this, it is very important to segment emails well and pay special attention to the frequency of sending and content. Regarding frequency, various studies affirm that more than 80% of users prefer to receive advertising in the mail only once a month, while only 15% say that they prefer to receive it every day.
And how should the content be? The content type can focus on useful information for an owner, tips, useful tips for maintenance, and so on. The content can also focus on property listings to display or request references in exchange for incentives, with the aim of increasing visibility.
8. Video marketing
In this sector, what is really important are the images of the properties. Much more than good descriptions. Although it is a video that surpasses texts and images undoubtedly because they are capable of capturing the attention of potential customers.
In addition, video marketing not only allows you to show properties in a different way but also to talk about real estate and show its successes in a different way, for example: through storytelling.
9. Take advantage of social networks
Social networks are the perfect platform to show homes, the philosophy of real estate, relevant content for the target audience, and so on. Social networks have a great capacity for audience segmentation, therefore the strategies implemented are usually very successful. However, all campaigns carried out must be very well cared for and must provide quality content, videos, testimonials, advice, etc.
10. WhatsApp Marketing
WhatsApp Marketing is a marketing strategy that is carried out in this instant messaging application to promote sales. It begins to be used in many sectors as a channel of communication with customers, and for the sale and promotion of products and services. In the real estate sector it was not going to be less! WhatsApp Marketing has been a great advance in the real estate sector because it not only allows you to strengthen ties with potential customers, it also allows you to offer them information instantly, photos, videos of real estate, etc.
What must be taken into account for WhatsApp Marketing to be effective? It highlights, among other things, the sending of information to potential customers who have previously given their consent.
If you have a real estate agency and want to implement any marketing strategy, contact Bloo Media. We have a team of digital marketing specialists who know the sector well and know how to give you the visibility you need to increase your profits.