Understand Marketing for Real Estate
The real estate market is globally ever-growing. People will never stop selling and buying properties. Nevertheless, marketing among such a hot market isn’t a piece of cake.
Hence, in this article, you’ll learn about marketing for real estate whether you’re a big brokerage firm, a small agency, a freelancer or an individual looking to sell or rent your property.
“Real estate is an imperishable asset, ever-increasing in value. It is the most solid security that human ingenuity has devised. It is the basis of all security and about the only indestructible security,” Said Russell Sage, American financier, railroad executive and Whig politician.
Marketing for a Big Real Estate Brokerage Firm
Since you already are in the market, you need to focus your marketing plan to get more exposure, and therefore, more clients. Many big companies don’t care about online presence as they have enough customers. However, it is strongly advised to take each and every chance to expand your market share yielding more success and profit.
1. Plan For Content
As you’re building your website, ensure it’s both visually appealing and easy to use. For instance, the ease of navigation, speed and quality of content are crucial to consider.
Avoid adding way too many ads as they drive the visitors away from the website. Besides your professional website, a local business page on Google will attract new visitors to your website from Google search.
Learn how to create a google my business page
Register on google.com/business by entering your company’s information and location. Consequently, you’ll be able to gather authentic reviews for your business.
Moreover, Blogging has proven helpful in building online presence while helping buyers find the information they need.
Ensure your blog posts are diverse and well-rounded. As your services highly depend on visuals, you should incorporate videos, infographics, photos and virtual tours as much as you can in the posts. You need to share these posts on social media in order to reach more users.
2. Use analytics
Google Analytics offers information regarding your audience behaviors. You can know what interests your audience most, the average session rate and bounce rate, and how fast your website is growing.
Thus, you’ll be able to adjust and improve your content constantly.
3. Get visual
As visuals are the basis of the real estate industry, there are a couple of tips you can follow to produce flawless photos for the properties.
Thanks to technology! Nowadays, visual are not limited to only photos and videos, but also 3D photos, virtual tours and walkthroughs.
For example, you can conduct 3D Matterport Scans. 3D and VR techniques are the future as the Matterport camera produces 3D virtual tours that give the buyer a feeling of reality.
Similarly, video walkthroughs offer a realistic vision of the property. Some argue that there’s no need to spend much money on equipment as you can just use a smartphone and a drone. Though, since you have the resources, it’s better to go pro.
You can always hire real estate photographers to assist you in getting professional photos. They have the skills to go creative, like using a high-angle lens or photoshop when needed.
4. Use social media
When it comes to visuals, Instagram is the primary social media platform to consider. It’s your opportunity to show off all the materials you’ve been developing.
If you want to maximize your followers, it’s recommended to add relevant hashtags to your posts. Not all the posts have to be about properties, but they could include lifestyle footage or even greetings.
On the other hand, Facebook hasn’t lost its charm to the other social media platforms. It still has the most significant number of users.
According to Statista, 76% of realtors use Facebook for their work. Even though you already have a big deal of customers, a Facebook page is inevitable for your real estate business. It’ll help you get new customers, advertise your business and build a reputation and image through staying active and sharing informative posts.
Traditional media like radio and TV oftentimes advertise for real estate developers as well. A simple letter, email, short video or written pitch could be your tool to reach the public.
5. Leverage Email Marketing To Get Leads
Email marketing is one of the most important channels in 2021. The key to gathering lucrative email addresses is to build free offers and user-experience-friendly website. When the audience encounters a special offer, they won’t hesitate to give their true emails.
Gift cards could help you get more referrals. You can subscribe to email marketing systems such as ConvertKit, AWeber and Mailchimp for better results.
With Lead magnet pages, you’ll be able to collect email addresses from visitors more efficiently.
Real Estate Marketing for a Property Owner
Never sold a home before? It would be best if you asked those who did to walk you through the whole experience.
Talking to as many people as possible will market your house by informing more and more potential clients.
1. Instagram ads
Instagram ads will help you reach out to more people by scrolling through your house photos.
For better visuals, you need to clear up the space from excess furniture. Prepare it for purchasing by repairing any damaged infrastructure.
First and foremost, your account needs to look professional in terms of username, quality of photos and used language.
Upon setting up your Instagram ad, you’ll find various options to target the audience. The location option is the most important by all means. Adding a zip code and radius enables you to get pretty specific with the location. You can target a particular city you know residents are more likely these days to move from.
Others choose to target users by age range, education or relationship status. There’re many strategies to pick from what works best for your case.
It’s recommended to monitor the audience size meter when configuring your Instagram campaign through Facebook. Yet, avoid limiting your filter to a small pole of audience as this way you’re more likely to lose, not win.
Hashtags’ power is highly underestimated. According to Sprout Social, Instagram posts with just one hashtag get 12.6% more engagement.
“Not only do hashtags help social media users organize and categorize content, but they’re also one of the driving forces behind some of today’s best marketing campaigns,” Maddy Osman said on Sprout Social.
Check Understanding Instagram Hashtags Power to learn more on how to use Hashtags on Instagram.
2. Facebook groups
Plenty of Facebook groups aid both buyers and sellers who seek real estate professional advice. It’s better to join the groups that include members from a nearby geographical location, so their suggestion would be relevant.
3. Aqarmap
The price is usually the first thing buyers ask about even before knowing about the house itself. Fortunately, Aqarmap estimates offers an approximate price and update you about price changes.
Aqarmap is a website that helps real estate buyers or sellers while providing critical information to make financial decisions.
4. Property Finder
It provides the same services as aqarmap and connects you with agents when needed. You can go through their website, check their previous projects and buy or rent properties.
5. OLX
For Olx, there’s a limit for free ads in the property category. Users need to wait for 30 days before posting another ad.
If you’re not in a hurry, then post your property ad on Olx and wait.
Marketing for a Small Real Estate Brokerage Firm
1. Focus on Brand Awareness
The essential step of building your brand among customers is to design a professional logo. There’re plenty of freelance designers on websites like Fiverr, Upwork and Udemy.
If you fail to plan, then you plan to fail. A determinant factor in growing your company is developing a concrete business plan that includes all your strategies and budget.
2. Identify The Target Market
Experts suggest to focus on a niche market and monitor it closely. Get to know your customers’ needs, the involved risks and the market future.
To exemplify, when there’re new projects in a certain city like a school, you can adjust your plan to accommodate this change.
3. Encourage Word-Of-Mouth
Customers are more likely to go for a company that has been recommended by people they trust.
As National Association of Realtors mentioned, 41% of home buyers settle on real estate agents based on recommendations.
Over the past few years, social media influencers directed users to brands or even real estate companies.
Just research the most prominent influencers in the field of real estate. You could even reach out to ones outside the field as long as they have a massive audience network. It’s definitely a valuable strategy for small budgets in particular.
Needless to say, your solid social media presence is essential at this point, as influencers will direct their followers to your accounts.
4. Respond Quickly
Decency is crucial in dealing with customers. You should be available to answer their quires instantly by maintaining a stable internet connection on your devices. This way, you’re building a reputation in the market as a respectful company.
Marketing for a Real Estate Freelancer
1. Power Of Content
As a real estate freelancer, your social media accounts are what define you. Customers trust the accounts with more engagement than empty ones that seem to be fake or scams. Of course, you need to stay active and share inspiring and convincing content in a friendly manner.
2. Study Competitors
Observe your competitors’ strategies and learn about their strengths, keywords they use, and website structure. Eventually, you’ll be able to know what suits you and move forward.
3. House Buying and Selling Websites
93% of buyers visit websites when searching for homes. Register on real estate buying and selling websites mentioned earlier in order to promote your services. Most of the users on these websites are constantly buying and selling properties to make a profit. Then, it’s a guaranteed market.
Finally, SEO is an integral part of marketing any kind of business. You can market your business on search engines such as Google and Bing, by paying for ad campaigns.
Check our SEO package to enhance your website or eCommerce store performance on Google Search Engine.
In a nutshell, you’ll always find families looking for better living conditions or millionaires looking to expand their properties. You just need to know how to reach out to them and satisfy their needs.
“The bottom line: investing in real estate is smart because property is tangible. People always have, and always will, need shelter. This means it is very unlikely that our need for shelter (ie: buying or renting homes) will ever go away.” Kathy Fettke, Co-Founder and Co-CEO of RealWealth
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