Demystifying Real Estate Marketing Strategies, Tactics, and Lead Generation.
Marketing is an activity, action, business, or process of promoting and selling products or services that are valuable to customers or capable of solving an identified need.
Put simply, marketing is the process by which an individual or company profitably translates an identified need into revenue by solving that need.
Since marketing entails the exchange of values for resources, real estate marketing isn’t so different.
What is Real Estate Marketing?
Real estate marketing is the process involved in selling any property that consists of lands, buildings, and environs.
A Real estate is any property consisting of land and the buildings on it, along with its natural resources such as crops, minerals or water, and so on.
The process of selling, leasing, or mortgaging any types of these lands all fall under real estate marketing.
In the process of real estate marketing, properties are usually being purchased and sold to buyers through real estate agents or the company as a whole.
Unlike what people think, real estate marketing is a bit different from the regular type of marketing because the business location is different from the location of the properties.
Tangible good marketing is very different from real estate marketing because as mentioned earlier, it is a sales investment, especially for the buyer.
Real estate is an investment that most people venture into.
This is because it is buying lands and buildings at a fair or affordable price with the expectation that it would appreciate it.
Why is Marketing Important in Real Estate?
The Real estate business like every other conventional form of business deals with the sales of lands and properties.
Any business that involves sales of any commodity or service automatically has a lot to do with marketing.
Nevertheless, real estate above all other forms of businesses needs more marketing efforts since the products (lands, buildings, and minerals) are located differently from the original business space.
Without the extra measures put into advertising, most people will not be drawn to finding out what you sell and this leads to very low sales.
Marketing for real estate involves the different measures put in place to get people to invest in buying properties.
How to do Real Estate Marketing Research?
Real estate market research is an analysis of the current market value of properties in comparison to the property you’re about to buy or sell.
It is also called comparative market analysis.
The process of undergoing marketing research is to determine the value for your property and the best price to sell it for.
There are certain steps to take in order to carry out effective market research in real estate.
Step 1: Analyze your property
You should evaluate your property based on;
The size, location, amenities, construction age, natural resources contained, and so on.
Step 2: Access the online listing
Determine the general condition of the property preferably online (photograph) and see if there are some issues with the property.
Step 3: Identify recently sold property in your location
This would give you an idea of how much properties like your target are sold.
Step 4: Determine your price range after consideration.
After the following research, it is important to put a price on the property
Step 5: Access the home
For buyers, you need to be sure of what you’re purchasing. Hence, you need to visit the location to find out if it is what you want or not.
How to Create Effective Real Estate Marketing Strategies?
Effective Real Estate Marketing strategies are mapped-out plans that are to your business sales and growth and can help you sell your properties.
Most of the time, your marketing strategy is exclusive to your business because only a few of your competitors would make use of it.
This is because the whole concept of creating a marketing strategy is to find new and creative ways to sell your properties to your target audience and boost sales.
In achieving this, there are certain steps to take;
1. Audience Research – This means finding out about your customers (existing and prospective) and adopting strategies that would help you communicate better in the language and pattern they understand.
This can also mean you adopting multiple strategies to appeal to each class strata.
2. Invest in a copywriter – Copywriters are essential for your business marketing. You cannot separate persuasion and marketing because both work together.
Copywriter’s find new ways to present the business features or properties in a way that is enticing to the audience.
Getting a copywriter for your business will help you to achieve the persuasive tone and grab the attention of your audience.
3. Do high-quality video footage – Pictures are good for promoting your properties but videos do justice to it.
You can give customers an aesthetically pleasing tour around the property you’re selling, emphasizing the unique aspects of the property that would trigger their interest to want to make a purchase.
Ensure your video is of high quality because it would contribute to your property’s overall outlook.
For better effect, you can do a narrative documentary video.
4. Host an event suitable for the property up for sale and get prospects to see what they can actually do with space.
5. Get an SEO web designer – A well-optimized website is a very powerful marketing strategy.
It helps your website ranking and gets visitors aware of your website.
This is already a way of getting new customers.
Properties of a good real estate marketing strategy
After mapping out your strategies, it is important to know if you have got the right strategy that would increase awareness and sales or not.
In as much as it is good to create fresh sales ideas, there are some strategies that might be less effective for your niche.
Some of these strategies can be pinpointed at the stage of preparation or after it has been executed.
Whichever it falls under, you should make plans to evaluate and reinforce.
- A good real estate marketing strategy must be able to suit the category of your audience, their language, lifestyle, and other identity factors.
- It should be able to boost brand awareness and build a good reputation for your business.
- It should be creative and easily achievable- This might not mean bringing fresh ideas. You can modify old strategies that are very powerful and effective.
How to track interactions on a real estate website
The more users or visitors to your website, the more awareness you create for your website.
It is important to know the amount of interaction your website gets as well as the traffic and there are so many ways to get this done.
1. Google Analytics – Using Google analytics is a very good way to ascertain the amount of engagement that a website gets within a period of time.
Google Analytics can’t tell you why your visitors are not coming or how long they spend on your page. It only tells you the number of users who visited your page.
2. Crazy egg – This is also a good interaction tracking tool. It shows you the aspect of your page which has more engagement and the aspect with the least engagement.
Unlike Google Analytics, Crazy Egg lets you see exactly what your visitors are doing on your website.
3. Clicktale – Now this interaction tracking tool is different from the previous ones as it is equipped with artificial intelligence.
Asides from seeing the number of videos on your page, it gives an insight into your user behavior by capturing data.
How to generate targeted real estate marketing leads
Marketing leads can simply be explained as the measures put in place to generate and maintain contact with a prospective customer.
This means a customer that has indicated an interest in patronage.
The secret of generating leads is to build a very solid offline and online presence. It also involves improving positive reputation and credibility.
There are easy ways to generate real estate marketing leads.
1. Follow up your prospective buyers – It is important to maintain contact with your customers who make enquiries from you but haven’t yet made a purchase.
Keep them close so that whenever they are ready to buy any property, you would be the first real estate agent that’ll come to their mind.
2. Build partnership with other local businesses – Find helpful industries in the aspect of insurance, cleaning services, furniture businesses and so on.
3. Build a website for your business – Your website is your online office. If you are not well represented online as an estate agent, there is a slimmer chance that you would be able to create awareness and maximize sales.
4. Run adverts – Ads are necessary for marketing your properties. You should utilize both the traditional and digital media to get your properties sold and market yourself as a real estate agent.
5. Identify a niche and create contents – After building your website, it is important to stuff it with quality contents on a specific niche that will add value to your customers.
You can pick any subject related to real estate and property including; vacation homes, historic structures, senior homes, and so on. This would present you as an expert.
What is a real estate marketing plan?
A real estate marketing plan is a comprehensive document containing a written guide defining your market strategy, target audience, budget, and other factors that contribute to business growth.
It contains in-depth information about business strategies ranging from what your strategies are, how you plan to implement it, and the expected result.
Every real estate agent aims to improve sales by brainstorming good ideas. This is what makes up the marketing plan.
Properties of a good real estate marketing plan
For a real estate plan to be effective, there are certain ways to go about it.
- Through social media marketing – Your plan should include utilizing social media marketing as it is one of the biggest marketing tools available.
- Through Google ads – Search engine advertising is a very affordable way of advertising your properties. Pay per click advert is a very effective ad method. You are sure that your advert is displayed to the right audience and it is easier to convert new buyers.
- Through SEO – Search engine optimization is very necessary to build a good online presence. If your business has a website and it is not well optimized, the purpose is defeated.
Hence, it is important for SEO to be infused into every good real estate plan.
33 Foolproof Real estate marketing ideas
1. Create a Bespoke Real Estate Website
This means creating a custom made/designed website for your real estate business.
Branding is important and your website forms a huge aspect of your company’s brand.
Get a good website designer and developer to build you a real estate website that you can adequately utilize to draw in customers and create awareness.
2. Start a Blog
This is a perfect idea to boost long term business growth as blogs attract long term clients for your business.
Starting a blog for your real estate business and posting helpful content for your audience pleasure helps you build trust.
Your blog can also be used to run advertisements for your real estate business when pictures of properties and persuasive copies are posted for user consumption.
3. Create an Email Marketing Campaign
An email marketing campaign is an advertising business strategy that entails sending an email from business to one or more customers or prospects.
The aim of an email campaign is to get your prospective or targeted customers to take action by making a purchase.
Creating an email marketing campaign is helpful for your real estate business because the commodities require large resources to purchase than other goods and services.
Some of your audience may have plans to make purchases but not immediately. You need to make sure that you stay in their minds until they’re ready to.
4. Employ Virtual Staging
Virtual staging is a form of software staging which is cheaper than home staging. It allows real estate agents to virtually stage a home.
It is a form of creating awareness about your properties by interiorly and exteriorly decorating a house to attract buyers.
What this means is that you properly design a home aesthetically to grab prospects’ attention.
5. Partner With Local businesses
Partnering with local businesses around you, especially those in your niche is a very effective marketing idea.
For example, a real estate business might decide to partner with a furniture designer or an artist.
If there are businesses of that sort around you, it is profitable to partner with them for an advert or referral sale.
6. Run Paid Instagram Campaigns
Instagram is a social Medium used by millions of people with varying characteristics, making it one of the best available options for advertising.
When placing an ad on Instagram, the algorithm filters out your target audience by their gender, age, location, and shows your add to your exact target audience.
For a real estate business, your audience is wide. This means you can limit your ad by age and location.
7. Use Drone photography
Drone photography is the capture of still images and videos by a remotely-operated or autonomous unmanned aerial vehicle (UAV), also known as an unmanned aircraft system (UAS).
This is very effective for real estate marketing, especially if the property is very large or has certain mineral resources like portions with water or gardens.
It is also very useful to show your customers the top/landscape view of your property which cannot be achieved with the conventional filming method.
Drone photography is now widely used amongst real estate agents to create video marketing content to boost sales.
8. Ask for Referrals
Referrals are recommendations or directions given to someone who has a need to get it resolved.
Every satisfied client should be a target to get referrals. You can convince them to tell others about you.
There are several ways to do this but the major referrals you can get is getting them to write a good review.
9. Provide Complimentary Moving Truck
A moving truck is a spacious vehicle majorly designed for relocating properties during a change of residence.
As compensation for your customers, you can provide them with a complimentary truck to help them move their properties from one space to another.
This is an advantage to your business as many customers would want to patronize your business as the movement of their properties into their new home would be covered.
10. Video Marketing
Video marketing is a very effective form of digital marketing that entails creating videos of your products for the purpose of advertising or getting your audience’s attention drawn to your brand.
To market with video means to use video to raise awareness and drive sales amongst your prospective audience.
Most video contents are always a mix of pictures and text, a collection of pictures or movies of your real estate properties.
11. Paid Google Search Campaigns
This allows you to place your ad copies on ranking pages which helps more visitors to see your properties.
Most search engine ads are Pay Per Click (PPC). For every visitor that clicks on your ad campaign, you will be charged for it.
PPC is very effective because you are sure that users would see your advert.
It also assures you that most of the visitors are your target audience because of the location of your ad campaign.
12. Create a Video Walkthrough
A video walkthrough is a short video of a listing usually created with a smartphone or portable camera.
The idea of a video walkthrough is to give your audience the opportunity to see clearer than they would an ordinary photo.
Video walkthrough gives your audience a better view of what you have to offer and draws their attention deeper into it.
13. Engage With Content Marketing
As the name implies, content marketing is an effective form of marketing that focuses on creating and distributing contents online to a targeted audience.
Content marketing is a long term marketing strategy that gets the attention of your audience by first providing value in exchange for like and trust.
Once you successfully get your targeted audience to like you after providing them with quality and valuable content, it’ll be easy to convert them to customers.
As a real estate marketer, you can create quality content on housing, interior decoration, and the likes. Once your audience gets value, they will keep coming for more.
14. Reputation Management
This is sometimes referred to as online reputation management (ORM) and it entails building a good business perception in the online community.
Every known business has a peculiar public perception which is most times formed as a result of your online activities.
It is important to take control of your brand reputation and influence how people see your brand.
For a real estate business, prospects will be reluctant to patronize your brand if they have heard stories about you or come across something very unpleasant about your brand online.
There are so many factors involved in online reputation including; customer ratings, your website backlinks, quick customer service response, user experience, and so on.
It is important for you to ensure that you get the right backlinks from reputable websites, respond quickly to customers, post quality content, and get good ratings from existing customers.
15. Social Media Marketing
Marketing on social media can be likened to the normal system of marketing, only this time it would be done through various social media platforms.
Social Media is presently one of the best and effective marketing means because of the number of people who utilize it these days.
You can market your properties on any social media platform using the language that is best suited for that space.
There are categories of social media from formal, informal, semi-formal. Pick whichever works for you and settle for it.
Nevertheless, it is expected that you should make use of pictures as well as texts when marketing on social media because a picture is a good tool to get people’s attention.
16. Use Twitter Hashtags
Twitter is one of the biggest social media platforms were hashtags work the most. Once you can identify a trending hashtag in your niche, you have hit home.
People use hashtags on twitter by inserting the symbol (#) before using the trending phrase or statement which gets your post seen easily on twitter search or trends.
As much as twitter hashtags are very effective marketing tools, it is important not to misuse tags.
Do not use a hashtag that is way off your niche or that your prospective audience would most likely be found.
17. Reach Out to Social Media Influencers
Social Media Influencers are people who are on social media with a large community of people who follow them.
Sometimes, they are popular or influential in the real world but other times, they are just ordinary people who have been able to build a community of people who look up to them.
These people are great for marketing your property and they can get members of their large community interested.
This is because the community built by these Influencers like and trusts them. Once they validate your property, their followers will trust your judgment.
18. Build Free Offers and Promotions
Promotional offers are very good in motivating consumers to buy your products.
Everyone likes a discounted offer; this is why promotions are a very effective encouraging strategy.
Promotional offers may just be done by giving discounts on properties or gifts as incentives to customers when they make purchases.
19. Use Email Marketing Campaigns
Email marketing is the act of sending a commercial message, to a group of people from a mailing list, using email.
It is a very effective follow-up strategy that is used to convert prospects to customers and retain existing customers.
It is a good way to drive sales faster by helping confused customers make better decisions as well as build your business reputation.
20. Use Traditional Media (Radio and Television)
Traditional media are the Ad channels that have been around for a long period of time.
They comprise of the television, radio, newspapers, and hardcopy magazines.
People still make use of these mediums to communicate.
The only difference is that as a result of fast-growing technology, it is not as effective as digital marketing strategies.
A lot of people these days still watch television and listen to the radio, read hardcopy newspapers and magazines. Running ads through this medium would also help create awareness.
21. Build a Referral Network
A referral network consists of business in related fields of business in partnership with each other to recommend customers for each other.
For example, a real estate agent can partner with a furniture-making company or a building/construction company.
If a customer goes to a construction company and is in need of the right site to develop or set up a particular structure, the company directs the customer to you.
22. Set up a Local Page on Google
A Google local page helps your business appear in local search engine listings. This way, customers around your location can be able to find your business.
Real estate is a business that requires setting up a local page on Google because prospective customers would like to know where your business is located to decide if it is close by.
23. Focus on Brand Awareness
Brand awareness means getting your business recognized and known amongst your audience.
This can be achieved in multiple ways which include; optimizing your website for search engines, getting a good grip on Social Media platforms, utilizing traditional mediums.
Once you push your brand to be seen in a good light by your audience, it becomes very easy to attract customers.
24. Keep an Eye on the Competition
There’s a popular mantra; “keep your friends close and your enemies closer”. Your competitors may not exactly be your enemies but it is important to keep a very close eye on them.
The reason behind this is that your goal is to top real estate marketing. Hence, you need to always double your efforts.
Customers can easily be won over with the right strategy. Do not give room for your competitors to win your customers over.
25. Add Social Sharing Property to Pages.
Social sharing entails sharing the contents from your website to your social media pages.
There are some posts on your website which should be shared with your social media pages to build more links and get more visitors.
You can do this by sharing pictures of your properties, video marketing contents, other content, and copies to increase engagement.
26. Create an Irresistible Content Offer to Catapult Leads
Leads are the system put in place to initiate consumer interest or inquiry into products or services of your business.
Ever heard of the saying “go big or go home”? This is the principle you should apply to catapult your leads.
Once you put a very good offer on the line, most visitors will eventually drop their contacts or details and this is great for sales conversion.
27. Sponsor Local Events
Sponsoring events draws attention to your business and helps to create awareness. Most sponsorship packages feature advertisements for your products.
Identify the type of local event around you which would be beneficial to you and indicate interest to sponsor.
You can either decide to fully sponsor the event or co-sponsor along with other brands.
28. Access Free Targeted Traffic on Pinterest
Pinterest is the perfect avenue to sell your properties because it drives traffic to your blog.
You can get this done with the following steps;
Step 1: Sign up on Pinterest for a business account.
Step 2: Maximize your pins potential with an apt description of your posts and blog title.
Step 3: Find the right time of the day to pin.
Step 4: Create amazing pin photos and properly optimize it.
Step 5: Join a Pinterest group board to give you more exposure
29. Host Webinars
Webinars are seminars that are conducted online or over the Internet.
Webinars are very effective communication tools used for interacting with your audience and establishing relationships.
Since webinars are educational/informative and add value to an audience, it helps you build a community of people who can eventually become customers.
30. Host Free Seminars for Home Buyers.
For customers who have made purchases or plans to make purchases, it is a good idea to organize a seminar to enlighten them about certain things.
The point of hosting the free seminar is to get them informed about details about the property they have purchased or are about to purchase and the best ways to utilize it.
When you do this, you gain the likeness of your customers, get them to give positive reviews about your business, and get free referrals.
31. Ask For Testimonials From Clients
Getting a testimonial from your client means getting them to testify about the services and qualifications of your brand.
This often serves as a third-party persuasive means and is most often more effective than advertising copies.
Testimonials also contribute to building a brand reputation both online and offline via referrals.
32. Make Your Website Easy to Navigate
When someone visits your website for the first time, they should be able to find the places they want to without getting lost.
How easy your website is to navigate determines how long users or visitors would stay on your page.
You can easily navigate your website with these easy steps;
Step 1: Divide your categories into sub-sections to make it easy to find.
Step 2: Have a menu bar that highlights the important places on your website
Step 3: Ensure your search feature works
Step 4: Use a simple design for your website
33. Get On Zillow
Zillow is an American online real estate database company that helps customers to find the best real estate agents to purchase homes and properties.
It has over 110 million homes for sale and rent from various real estate companies around the location.
Once you register on Zillow, you would get the chance to access top placements by adding your brand profile information and you can connect with sellers.
Why The SEO Hive is the best real estate marketing agency in Canada
The SEO hive is an expert and professional digital marketing agency in Canada with an in-depth understanding of the real estate market globally and within the country.
We know the right strategies, platforms, the best language, and the right period to reach your maximum audience at a time.
With first-hand knowledge of search engine optimization, social media marketing, pay per click advert, web design, and development, we are capable of helping you top the chart in the real estate industry because we are very good at what we do.
Do you need help with getting quality leads to your real estate business? Talk to us to get started!