Technology permeates our daily lives and affects us on a regular basis in countless ways. From enhancing our efficiency and convenience to creating fresh channels for communication and opportunity, technology has become a ubiquitous feature of modern life.
- From pamphlets to websites, open houses to virtual tours
- 7 ways to up your digital marketing game
- What to do when you feel like you’re falling behind with your digital knowledge
The realm of real estate is no exception to this trend. The COVID-19 pandemic, with its emphasis on social distancing and health protocols, has further amplified the role of technology in the buying and selling of real estate.
Although the knowledge and proficiency of real estate professionals continue to be crucial in the process of buying and selling homes, the internet has become an indispensable tool for homebuyers of all ages.
In 1981, the primary source of information for homebuyers, after real estate agents, was newspaper advertisements, as revealed by the National Homebuying Survey. Fast forward to today, and a staggering 97% of homebuyers relied on the internet in their search for a home.
That said, real estate agents have had to get creative and adapt their marketing activities accordingly—espeically digital marketing—or suffer the fall behind their competitors.
From pamphlets to websites, open houses to virtual tours
The marketing activities of real estate agents will vary depending on their area of focus, their target audience, and their personal marketing style. Common offline marketing tactics that have include:
- Direct mail such as postcards or brochures can be an effective way for real estate agents to reach potential clients and promote their listings.
- Open houses are a common marketing activity for real estate agents, as they allow agents to showcase their listings and connect with potential buyers in person.
- Print advertising such as local newspapers or magazines, to promote their listings and reach potential clients.
- Networking to generate new business through personal connections and referrals.
However, digital marketing for real estate is entirely different ballgame. By utilizing a combination of online and offline marketing tactics, real estate agents can reach a large and diverse audience and generate new leads and business.
Let us take a look at how online marketing is influencing the future of the real estate industry:
- Listing websites: It is likely that all real estate agents will have their property listings showcased on numerous online real estate platforms. This grants access to a wide-reaching, nationwide audience, facilitating the process of buyers finding and viewing properties.
- Social media: Several real estate agents employ social media platforms like Facebook, Instagram, and Twitter to engage with prospective clients and advertise their property listings.
- Email marketing: Email marketing can be utilized by real estate agents to communicate with former clients, prospective clients, and other individuals in their network, promoting new property listings, disseminating market updates, and sharing other valuable information.
It is worth noting that while digital marketing tools have become increasingly important in the real estate industry, not all real estate agents may possess the requisite knowledge and expertise to utilize these tools to their full potential.
As of 2022, only 39% of agents and brokers modified their marketing approach in response to the pandemic, with a primary focus on integrating new technological tools.
If you’re struggling to keep up-to-date with the latest technology trend, know that you’re not alone. In this article, we’ll dive into digital marketing activities and tools you’ll need to execute them.
7 ways to up your digital marketing game
Digital marketing for real estate requires a multi-channel approach and a consistent effort over time to generate leads. With the right leverage, you can effectively build your reputation and online brand, and start attracting customers.
Generating high-quality leads is essential for the success of any real estate business. Here are some tactics and tools you’ll need that can aid in generating such leads:
#1. Optimize your website
Around 69% of NAR members possess a website, with their websites typically being five years old. Make sure your website is professional, user-friendly, and optimized for search engines to attract more visitors and potentially convert them into leads.
By optimizing your website for search engines, you can ensure that it appears at the top of search results for relevant keywords. This can help you attract more organic traffic and ultimately generate leads.
Social media platforms can be a powerful tool if you’re looking to expand your online reach. By consistently creating engaging content, sharing industry insights, and showcasing listings on these platforms, you can build a loyal following.
Additionally, social media platforms offer you the opportunity to target specific demographics and geographical locations, making it easier to reach you desired audience.
Use social media platforms such as Facebook, Instagram, and LinkedIn to connect with potential clients and promote your property listings. You can lean on the suggested tools to help you manage all of your accounts at once.
#3. Create targeted landing pages
A well-designed landing page should be visually appealing, have clear and concise messaging, and prominently feature a call-to-action (CTA) that directs visitors to take the desired action, such as filling out a contact form.
Create targeted landing pages that offer more detailed information about specific property listings or services you provide. These pages should be designed to attract potential clients and encourage them to take action, such as submitting their contact information.
#4. Provide valuable content
Create and share valuable content, such as floor plans, photos, posts, and videos that provides useful information to potential clients and positions you as an expert in your field.
For instance, you can create informative blog posts that discuss the latest real estate market trends, tips for buying or selling a home, or advice on home renovations.
#5. Use high quality visuals
In today’s digital age, where most people start their home search online, high quality visuals are essential for standing out from the competition and attracting potential buyers.
They create a strong first impression and an emotional connection with home seekers, showcase the property’s best features, and ultimately generate more interest and leads.
Top tip: Hire a professional photographer to get the job done if you don’t have time to do it yourself.
#6. Utilize email marketing:
Email marketing is a powerful way for you to stay connected with your audience. Create personalized and targeted campaigns that speak to the specific needs and interests of your potential customers. You can include information about your listings and other services you offer.
#7. Utilize paid advertising
With paid advertising, you can create highly targeted campaigns that reach people based on demographics, interests, and online behaviors, making it easier to connect with those who are most likely to be interested in your services. It’s a cost-effective way to generate leads and drive traffic to your website or listings in a competitive marketplace.
These are just a few of the many digital marketing tools available to real estate agents. The specific tools you use will depend on your marketing goals and the needs of your business.
What to do when you feel like you’re falling behind with your digital knowledge
It’s okay not to know how to use certain tools. You can always acquire the necessary skills through learning as you go. In the meanwhile, you can still continue to:
Referrals are a powerful way to build trust and credibility. Incentivize your current clients to refer their acquaintances. It’ll allow you to tap into their networks and gain access to potential clients who are likely to be interested in your services as well. Besides, incentives is a great way to show your appreciation for your clients’ loyalty.
Partner with other businesses
Collaborate with businesses, such as mortgage lenders and home inspectors, that share your target market to cross-promote your services and reach a wider audience. you can also share marketing costs and leverage each other’s strengths to create more effective and impactful campaigns. This can help the overall customer experience, as clients are able to access a wider range of services in a single location.
Don’t hesitate to get out there, attend events, join industry groups, and connect with others to grow your network. Building relationships with other agents can help you stay up-to-date on industry trends and best practices. After all, agents often generate new business through personal connections and referrals.
Remember, generating high quality leads takes time and effort. Finding clients as a real estate agent can be challenging, but it is not impossible.
Today, 97% of homebuyers rely on the internet to search for homes. Thus, real estate agents have had to adapt to digital marketing to keep up with the trend.
Digital marketing for real estate requires a multi-channel approach, and the right tools and consistent effort over time to generate leads.
Some digital marketing tactics for generating leads include:
- Optimizing the website for search engines
- Using social media platforms to connect with potential clients,
- Creating targeted landing pages
- Providing valuable content
- Using high-quality visuals
- Utilizing email marketing and paid advertising
You don’t have to learn every tool all at once. Our advice? The easiest way to start is by improving the visual assets—photos, videos, and floor plans—you currently have.
Real estate marketing tips for real estate professionals
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