Realtors need to manage different channels across the web from social media, websites, Zillow, and Trulia to ads and emails campaigns, each platform demanding unique messaging and assets to serve their audience - collectively communicating the same message, while servicing the agent’s goals whether that’s awareness, leads or sales. An overwhelming feat for those who don’t know where to start.
Rather than giving up and missing out on the chance to use digital marketing to meet your real estate business goals, consider simplifying your approach, starting small and working your way through the digital trenches to fully understand the basics. Here are five key digital marketing strategies for you to work into your marketing plan today.
5 key marketing strategies for real estate agents
Organizing and delivering on your real estate marketing plan boils down to five critical strategies for implementation and monitoring:
Updating and maintaining your real estate brand’s social media channels: LinkedIn, Facebook, Twitter etc.
Establishing a content process strategy that feeds into your channels
Building a mobile-responsive real estate website
Incorporating a real estate email marketing tool to segment and engage leads
Use pay-per-click campaigns to advertise
1. Updating and maintaining your real estate brand’s social media channels
Real estate agents are progressively accepting online media as a way to exhibit their services, values and their properties. Increasingly social media has become a fundamental component in most tech-savvy agents’ marketing plans. Why? Because we're not leaving it to chance for our clients to disco
ver us, we are actively promoting to them. Hence having a fluid and functioning content plan that feeds into your social media presence is significant. It’s by being on these platforms that agents build their brand as the go-to person for local listings, advice and sustained long terms relationships.
Also through your social media channels, you can engage prospective leads and clients, push traffic to your website for blogs and listings as well as creating a following as people come to understand your values and why doing business with you is a cut above the rest.
2. Establishing a content marketing strategy that feeds into your channels
Having a content marketing strategy has the potential to substantially improve your SEO rating, discoverability on search engines and connect you to your audience. With time your strategy will set you apart as the real estate guru while building trust and connections.
The content you produce needs to help with this. You need to share your expertise in the industry while guiding prospective clients through the buying and selling process. Your content needs to communicate that you’re reliable and consistent, from the first house tour to the final closing. Here are a few things to remember about what makes content powerful.
Keep in mind, your work as a real estate agent is a local service, so the content you're putting out should be of interest to your neighbourhood. Keeping your content localized will guarantee that you can give your audience essential data on communities, changing spaces and codes unique to them. Most importantly making your community your niche, something large agencies can't match.
Answer the questions your clients are asking
Consider the people you are looking to assist with your content. Put another way: Who will be reading your content? Is it accurate to say that you are hoping to address one, particular audience or are you trying to reach multiple segments? As a real estate agent, you serve a variety of clients; naturally, you’ll have different kinds of readers and viewers for your content. Build around their perspective.
3. Building a mobile-responsive real estate website
According to the National Association of Realtors, 89 percent of home shoppers use a mobile device during their search. Furthermore, 68 percent of them contacted a real estate professional based on a mobile search. Those are solid numbers suggesting that real estate consumers are using mobile more than ever, likewise, the numbers also suggest that real estate professionals cannot afford to ignore mobile users.
A mobile responsive website is one more way to drive more traffic to your real estate site. As more leads are browsing listings on their phones, consider reviewing your own website and implementing a mobile responsive feature that will improve the website’s speed, and user interface for every device, overall improving the user experience - giving your prospects a better chance to learn about you and connect when they’re ready to buy or sell.
4. Incorporating a real estate email marketing tool to segment and engage leads
Effective real estate email marketing can help you develop trust with existing & prospecting clients. One way to start the dialogue is by showing them you care about them as an individual and not as a data line in an information base.
Not every prospect who contacts you will be prepared to work together immediately, which is the reason having a lead nurturing system in place is fundamental. Email marketing allows you to keep in touch with individuals steadily without being intrusive until they are ready to procure your services.
5. Use pay-per-click campaigns to advertise
With pay per click (PPC) promotions, you can bring individuals straight to your landing page, where you own the medium and are in charge of how you introduce yourself. This implies as opposed to your posts showing up—and maybe being lost—among an ocean of contenders, you can exhibit your whole portfolio without watchers being diverted by others' postings.
PPC campaigns aren't normally hard to set up. You want to be found whenever a potential client does a google search at home, by using Google Adwords you’ll be able to get in front of the right people at the right time with the right message.
Google AdWords allows you to craft compelling messages and optimize how and when your ads appear so you can target buyers in a specific market for specific keywords. For instance, potential homebuyers looking for homes in a specific geographic area. You can use this to your advantage and optimize your real estate marketing plan with Google AdWords to only show your ads to people looking for homes in an area or only to people who are in a specific geographic region.