Digital marketing for real estate companies
The real estate industry has experienced a major shift in the last decade. Clients are beginning to buy or lease properties in a different way, often beginning with conducting research online and having a clear vision of precisely what they want out of their future home.
No matter if your real estate company is a developer, agent, or property manager, you know the importance of getting the word out about your properties. What good is having a beautiful property if potential clients don’t know how to find it? All companies in the real estate industry know-how marketing plays a huge role in capturing the attention of potential clients.
However, with the shift of clients being partially influenced by research online, if your real estate company wants to attract quality leads and sell more properties, your company needs to get your brand in front of potential clients while they’re searching for properties. It’s doable, but not through traditional advertising but rather from having an effective digital marketing strategy.
How real estate companies benefit from digital marketing
Using digital marketing for any product or service has now become a crucial part of a company’s growth strategy. The Internet has provided plenty of opportunities which the real estate industry has greatly benefited from.
In particular, digital marketing has changed the way real estate companies work. It has made the entire process of buying and renting a property quite convenient and easier, by allowing potential clients to find appropriate information, take virtual tours, and file needed paper.
A study by the National Association of Realtors shows that 92% of potential clients use the internet to begin their house-hunting journey. With real estate apps, review sites, and marketplaces, such as Zillow, having the majority of potential clients flocking to their sites to help potential clients find their home. That being said, it is crucial that your real estate company utilize digital marketing to build a strong online presence and connect with potential clients.
Here are a few results that your company will obtain:
- Build brand awareness and credibility
- Get your brand in front of your audience at a lower cost
- Engage and build better relationships
- Develop a stronger reputation
- Identify new target markets
6 digital marketing strategies for real estate companies
1. Content marketing & Email marketing
Since 57% of the buying process is researched and completed by the client, content marketing is a great way to help you come in contact with and build a relationship with your target audience. It also allows you to build trust and improve your online presence because you are taking the time to create valuable content that answers your target audience’s most pressing real estate questions.
For example, a piece of content detailing why a certain area in a city is “a good place to live or work” can help you guide your reader through the customer’s journey. In return for having informative blogs, virtual tours, videos, or webinars that help, educate, and give advice to your target audience, you will be able to build a positive reputation online and make it easier for your team to convert more sales.
Lastly, email marketing campaigns are a valuable tool in nurturing new leads and staying relevant with prior clients. With email marketing, you keep your audience updated with content that is useful to them based on their interests and needs. Sending out an e-newsletter once or twice per quarter will keep your target audience updated on what is going on within your company and the real estate industry.
2. Web design
How often have you visited a website only to exit it because it wouldn’t load fast enough or wasn’t mobile friendly? With so many photos and links, real estate companies’ websites can sometimes be a nightmare. That is why it’s important for you to have an SEO-friendly website and have knowledge about what your potential clients are looking for in order to get them to choose your company.
Make sure to include a list of all your new properties, content intended to help them through the buying or leasing process, and links to relevant services they might need during the process such as home inspectors, cleaners, movers, landscapers, etc.
3. Search engine optimization & Local SEO
SEO is huge when it comes to real estate marketing because the majority of clients looking to buy, sell, or lease a property will start their respective research with a Google search. SEO is the process of boosting your website’s rankings in search engine results pages for keywords related to your services.
Since the first thing many people do when they want to move is Google for example “houses for sale in [city]”, optimizing your content for local SEO should be a high priority for your company. Statistics show that nearly 70% of first-time homebuyers search based on a specific location. By tailoring your real estate content for local SEO searchers, can make it much easier for potential clients to find information about the neighborhoods that you serve.
If you want to be found by potential clients, then SEO is an area where you will need to pay special attention to. By earning a consistent position on the first page of search results is one of the best ways to grow your real estate company.
4. Social media
Social media has turned out to be one of the best possible ways for real estate companies to connect with potential clients and grow their business online. Social media is a great channel to share valuable information about your properties and company directly with your followers in order to build a positive image of your brand. According to a study from the National Association of Realtors, Facebook, LinkedIn, and Instagram are most realtor’s top picks when it comes to connecting with and delivering leads to their real estate company.
Another benefit of social media for the real estate industry is being able to highlight your success stories to connect with clients. Since your potential clients have plenty of choices when it comes to finding an agent or company, social media is a great channel to provide proof of your satisfied clients.
5. Pay-per-click (PPC) & Retargeting ads
Pay-per-click advertising is a type of paid marketing that can appear on search engines, social media platforms, and a variety of other digital channels. Pay-per-click is one of the most effective forms of advertising that allows you to simply pay a fee each time one of your ads is clicked. The main benefit of PPC is that it allows you to trigger ads that more accurately target clients who are looking for the properties you offer. Instead of marketing to everyone, you can use digital ads cost-effectively by focusing on relevant target groups.
Since your target audience may take time before converting, using retargeting ads will enable you to reach out to potential clients who have interacted with your company but didn’t convert. The data that you have collected will allow you to re-engage with them by showing tailored ads that meet their criteria to get them to take a specific action with your company.
6. Marketing automation + CRM
Marketing automation is software that automates marketing efforts, such as emails, social media posts, and other online activities while tracking and measuring programs to improve ROI. When utilized properly, marketing automation helps you manage your business’s communications and marketing, ensuring that quality leads are being properly directed into the sales funnel. Also, it allows for the right messages to get to the right people at the right time.
By using marketing automation, you’ll take most of the guesswork out of the equation at the same time as you create a standard operating procedure for important tasks. This way you can also stop worrying about tedious marketing tasks and focus on more profitable activities.