Implementing digital marketing strategies in the real estate sector are a great business opportunity, since more and more buyers use the Internet to search for homes.
Regardless of whether your real estate is 50 or 5 years old, it is essential that you use digital marketing strategies if you want buyers to find you and be out of the competition. Why?
Studies indicate that people with an age range between 21 and 49 still consider buying a home and are the ones who use search engines most frequently.
And just as we order a pizza online from our cell phone, now, buyers are looking for information about real estate, well, the network has gained confidence. So, how to direct your business to generate more sales and position yourself on the web?
6 Digital marketing strategies in real estate
The best way to increase sales opportunities in real estate is by implementing one or more of these digital marketing strategies that we bring to you:
1. Optimize your website for mobile devices
Remember that most people have a cell phone and many of them carry out all kinds of operations and searches with it. Facilitating navigation through your website through an attractive and pleasant design is essential to get customers.
2. Use social networks
Social networks help create a link with your potential customers , because through this means it is easier to establish a conversation and learn about their doubts, complaints and requests to enrich your buyer profiles.
In addition, it will help you gain visibility and popularity because it allows you to exploit different formats such as: photographs, videos, live broadcasts, sharing content, etc.
3. SEM and SEO campaigns
SEM campaigns are used to direct qualified traffic with purchase intent to your site. While SEO, use keywords in the content and your website to position in the search results organically .
4. Create a story around the property
Using a content marketing strategy will help you rank in search engines and create greater empathy with your customers.
To do this, you must add keywords and as a recommendation, you can create stories about the properties with attractive titles, good quality images, and also diversify the formats: infographics, videos, webinars, guides, etc.
5. Send personalized information via e-mail
Although it is believed that the mail is not an effective means to gain clients, real estate agencies have 26% openings when sending information of interest segmented to their ideal buyers.
But, for this strategy to work, it is necessary to have our buyer persona well defined to know what content to send them, which will allow us to facilitate their passage through the sales funnel until they become a customer.
6. Add landig pages to your website
Getting visits that turn into leads and then converting them into sales opportunities sounds easier than it really is. However, there is a tool that can help you shorten this path.
A landing page or landing page uses a CTA ( call to action ) which is a button that invites the user to click through a content offer (ebook, guide), to redirect them to a form that will be transferred to your database .
After that, it is the task of your marketing team to verify if it is a qualified prospect, in relation to your criteria of ideal client or buyer persona .
Do I need to use all of these strategies in my digital marketing plan?
No. The selection of your strategies will depend on your current situation and business objectives . But, using them together will undoubtedly help you scale in your sector and win more customers.
Challenges that your real estate company faces
There are certain characteristics of the market that make the real estate sector complex. Here 3 main reasons:
Surely you have already noticed that. Nowadays, there is a great offer for the sale of real estate on the market. In addition, many of these competitors are innovating their businesses, moving to digital platforms and employing tactics to attract customers online.
Internet influenced the real estate purchase process
Have you noticed that customers are better informed? The Internet has facilitated access to various sites that help the buyer to obtain and request information about real estate: blogs, social networks, websites, etc. We are faced with a buyer who knows what he wants and where to find it .
The seller’s crisis
This has obviously influenced the real estate sales process . Since agents no longer have all the information, they must personalize their sales techniques and approach the prospect when they are ready to buy, not before or after.
And in this exercise, it is necessary to know the motivations, needs, and purchasing habits of the prospect to avoid interrupting them and adding value throughout the process.
How will digital marketing help your real estate?
The real estate sector and digital marketing are the ideal combination to save time and resources, build your brand, attract more and better clients, close more sales and improve profitability.
But integrating digital marketing strategies , is not limited to placing ads on real estate portals or create a page on social networks. It would be ridiculous to go from brochures, newspapers and mass media to these kinds of impersonal and static actions, too.
These are some basic criteria that you should know before implementing a digital marketing strategy in your real estate:
Know your current situation
In this first stage, we must define where we are and where we are going. To do this, you need to analyze the panorama and answer these questions:
- Who is my ideal customer? How does he search? How does he buy. Define an ideal client profile or buyer persona to which to direct our strategies.
- How to get to it? Find a channel where your buyer moves to establish actions that help you attract them.
- What is the competition doing?
- What resources do we need? Budget, professionals (designer, editor, programmer).
Establish the objectives of your digital strategy
Then we need to thoroughly analyze our priorities. For example, do you want to increase sales in your real estate ? Improve profitability? Position your brand on the web?
Define actions to follow
After the objectives, we can already establish the digital marketing strategies that we are going to implement to achieve them.
Align your marketing and sales teams
The alignment of marketing and sales in your digital strategy, it is essential to achieve better results, polishing sales tactics and attracting potential customers.
Measure your results
Evaluating the metrics will help us know what works and what doesn’t. For example, the volume of sales, prospects captured, visits to your website, etc.
Do you want to sell more properties with the help of digital marketing?
The inbound marketing methodology for real estate , encompasses several of these techniques and is very efficient, as it focuses on attracting more and better prospects, as well as establishing a plan focused on results.