The real estate market is heavily influenced by the country’s economic cycles and interest rates. However, one constant is that there are more and more competitors and start-ups revolutionizing the sector.
Therefore, real estate professionals must be prepared to face the future and specialize in order to make a difference. Real estate marketing is the best alternative for an effective sale.
In this article, you’ll learn real estate marketing strategies, examples and tips to get your business off the ground. Let’s start?
What is Real Estate Marketing?
Real estate marketing is a set of advertising or commercial actions and strategies that are performed on real estate products and services.
Benefits of Real Estate Marketing
- Cost reduction: In the long run, there are savings in advertising costs, because, thanks to a good real estate marketing strategy, your company will be in the customer’s mind when he needs a real estate company
- Stand out from the competition: In a market as traditional as real estate, with a good marketing strategy, you will be the option chosen by the customer. Do new things that set you apart from the competition and you will bring the client to your agency
- More exclusive customers: Thanks to the implementation of good marketing, you will be perceived by the client as an agency that invests in its clients, and this will make it much easier for your agency to close exclusive contracts
- Better customers: Bestcustomers value the marketing effort to sell their homes or help them buy. You will get the customers you deserve
- More customer recommendations: The best customer is the one referred by a satisfied customer. And you will have those customers if you do good real estate marketing like Sky Marketing
Real Estate Marketing Strategies: Offline Actions
It is clear that, today, digital marketing is the trend and comes with force, but one cannot forget about the offline real estate marketing actions that you must carry out in your business.
Only by combining the best offline and online marketing strategies will you succeed and be the leader in your market.
Just because it’s offline marketing doesn’t mean it has to be stale or overly traditional. I share some offline marketing ideas that you can work on. Get inspired!
- If you’re advertising in traditional newspapers and magazines, look for designs that are attractive, impactful, and readable so they don’t end up in trash
- Organize lectures in your offices on topics that, in principle, have nothing to do with your sector, but are of interest to your potential clients. For example, organize a cooking workshop with a well-known chef and invite potential customers. Get them to know and trust you in a relaxed atmosphere
- Sponsor local sporting events. But don’t let the sponsorship just be in your company logo stamped on a t-shirt, get involved and go on the day of the event, set up your booth and take the opportunity to make good networking
- Organize a workshop for brokers with sales tips, showing how they can sell their properties
- Throw a party in your office and invite your clients. Tell them they can come with whoever they want. In this way, they’ll be present and get references easily
- Work with partners in your area. You will be able to carry out joint actions with them, obtain quality references and be present in your locality
The good news is that most of these actions can be shared in the digital world, increasing their impact. Do the test!
Create a Zone
Creating a zone is one of the most profitable actions for a real estate business. This action consists of prospecting possible sales customers in a certain geographic region.
For this, the real estate agency will designate one or two real estate agents per area, and they will have to “work their area”, positioning themselves as a reference in it.
How can the Broker Work your Zone?
It’s not just about distributing flyers, posting on social media and leaving the real estate magazine in stores (but also). It’s about being known, and the more people who know about your agency, the better.
To do this, you will have to talk and, above all, listen to merchants and neighbors. Know who the doormen of the buildings are and when the neighbors are going to sell.
You will need to ask the right questions to find out which properties are for sale or for rent. It is a job that requires investment of time, a lot of walking and a good dose of empathy.
Content Marketing for Real Estate
Content marketing consists of offering valuable information to our customer. It is information that is freely distributed in different marketing channels.
In order to sell it is important to educate the potential customer first. For this, it is essential that you study your target audience and define your buyer persona in detail to know what content will interest them. Real estate marketing content should be focused on helping the user. Remember this!
What we aim for with content marketing is to offer relevant content to the buyer or seller at each of the stages they will go through during the buying process. If you provide valuable information and they see you as a reference and industry expert, they are much more likely to grant you exclusive rights to sell their property, for example.
Content marketing is key in real estate marketing today, so below are some ideas to make your agency a magnet for sellers and buyers.
Real Estate Blog
Without a doubt, it is a king of real estate content marketing. And don’t think, “I already have a website, why do I need a blog?” Precisely so that customers come to your site.
The blog is a spectacular online positioning tool if it is well-crafted with keywords. It also allows you to offer high-value content to your potential customers, content that they are looking for on the internet and to which you can provide a response that will help increase their chances of becoming customers.
So give it a whirl and work on your real estate blog, then share your articles on your social networks and attract qualified traffic to your website. You can talk about millions of things on your real estate blog: industry news commented on and explained from your point of view, home decor, tips to prepare your home for heat or cold, local news and events, unique homes, dictionary of terms real estate… and even recipes for cooking or plant care!
Free eBooks or Guides
You can write a free e-book that serves as “bait” to get the interested person in contact. Users who want this free service must fill in a form with their data. In this way, you will be increasing your database with qualified leads to work with later.
The ebook can be a “Seller’s Guide” in which you explain the ins and outs of selling a home. It could be called, for example, “Guide on how to prepare your home for sale” or a collection of decorating tutorials.
Attractive Real Estate Content: how to Write Real Estate Marketing Texts
Don’t fall for the cliché of “Large, bright apartment in…”, bring your texts to life! In real estate portals, the image is what stands out, that is clear. But you must attract with the image and seduce with the text.
In the end, it’s about people, not houses. So, use storytelling and tell the story of that home or an anecdote that the owners experienced and connects with future buyers, or talk about special moments that future buyers may experience.
And, of course, talk about the environment, describe what a day is like in that neighborhood or area, what your neighbors are like or the activities that can be done there.
Tutorials: Serial videos with Informational Pills
You can make a series of short videos as a tutorial on different topics of interest to your audience, from informational pills on real estate terms to a DIY on how to turn a pallet into a table.
Much of the content you generate for the blog, your e-books, pamphlets and videos can be reproduced in infographics, making the information easy to understand quickly.
Infographics are very fashionable, they are easy to share content that can reach new users and potential customers. You could, for example, make an infographic about the costs of buying or selling a home, or tips on what to do when visiting buyers.
There are more and more podcasts. One of the main reasons for their popularity is that they are content that can be listened to wherever and whenever you want.
Get ahead by being the first realtor in your city to have a podcast channel where you talk about real estate news.
You can talk about how the real estate market is in a particular neighborhood or the last homes you sold, and offer valuable content to your customer.
Did you know that almost everyone likes to know what their home would be worth if they decided to put it up for sale? Take advantage of this to attract customers.
With all the material you are generating in your real estate marketing efforts, it shouldn’t be difficult to convert your blog or guides content into audio for a 20-minute weekly podcast, for example.
You can also bring guests to talk about different topics from industry news, decoration, architecture… or people from your area that you can invite to talk about your city’s territorial planning and planning, local festivals or opening new businesses.
You can organize the workshops with owners that we saw earlier in offline real estate marketing actions, but in a webinar format instead of in person. Interested users connect to an online session upon prior registration, which will allow you to have access to their data in order to be able to contact them once the webinar is over.
We can also host webinars dedicated to training other professionals in our industry so that we can position ourselves as experts and gain knowledge authority.
Video Marketing for Real Estate
Video marketing is here to stay as it is one of the current trends in real estate marketing.
We already know that, as a general rule, the user prefers to consume video before any other format. This is the perfect way to emotionally connect with your audience!
Here are some examples of how you can implement this trend in your marketing strategy. Can you think of others?
You can promote your company in an original, new and close to potential customer thanks to video. Talking about your brand values and letting your work speak for you is much easier if we use video marketing.
Promotional Videos of the Place or Property
Want a better way to show a house than on video? Make a good production and use storytelling to tell a good story while showing the house.
Use drones to show your location and surroundings, talk to neighbors or even current owners to explain neighborhood benefits, and invite a buyer who is new to the neighborhood. You can also go live on social media and build anticipation around the purchase of a new home.
There are specialized marketing agencies that will surely help you make your promotional videos connect with your customers’ emotions, as don’t forget that we buy from our hearts.
Video with Customer Testimonials
Testimonial videos work great, but you need to know how to make them.
My advice is that you have the help of a video marketing expert to make professional and quality videos, and also have a good image and sound team.
The best way to sell is through the experience of a satisfied customer. This will connect much more with our target audience, who empathize with someone they identify with first.
We cannot forget that we are talking about people, not houses. We talk about helping people solve problems, and if people tell us how we helped them solve that problem, we have a lot to gain.
Although it’s not video marketing itself, I don’t want to fail to mention this increasingly used technique. Thanks to technology, a customer can visit a home using only virtual reality glasses.
Live House Tour
The new reality prevails and, after the pandemic, not all our customers want or can visit the houses in person. Therefore, doing lives so that they can see the properties is a very good option.
You can do live broadcasts on Facebook or Instagram, with prior announcement of when it will be and which house you will show and what are its characteristics. Additionally, these lives allow the audience to ask live questions that we can answer as we show the house.
Another option is to make private video visits just for a group of clients or a specific client. This is a great idea for clients who are out of town where the business is located, but who want to buy a home in the area.
Social Networks for Real Estate
The first tip is that quality is better than quantity. In other words, it’s no use being on all social networks if you don’t dedicate yourself to them, as this can convey an image of abandonment.
So the best thing to do is investing time preparing a social media plan, identifying which social networks your target audience is on. This way you can develop a strategy to reach the target audience.
Yes, you read that right: social media strategy. It is not enough to publish properties on your profile or to have attended that course on social networks: it is necessary to generate value and leave self-promotion aside.
Below, I detail the social networks with the greatest potential for your real estate marketing.
Facebook for Real Estate
I can tell you that most of your target audience (especially sellers) is on Facebook. If I had to choose a social network for real estate, Facebook would be my choice.
Currently, a large number of homes are being sold on this social network, so I encourage you to create a fan page that will help you both sell and prospect homes.
As you know, Facebook wants you to pay for ads. That’s why it invites you to promote your posts over and over again, and that’s also why it limits your organic or natural reach. And then you will ask yourself: but how do I work Facebook so that my publications reach my potential customers?
From my experience with real estate, I can say that branded content works very well on Facebook: brand it. Share your daily activity and combine it with value-adding posts about industry news, trivia, decorating tips, local news, partner company promotion, etc.
The important thing is that you work your brand content very well: good photos, good texts, videos that draw attention, lives presenting properties, promotional videos, etc.
Plus, it’s a perfect way to stay connected with customers and pay attention to them through Facebook Messenger.
Facebook is a good channel to acquire leads thanks to real estate advertising.
And to that, if you have a budget, you can add Facebook Ads advertising campaigns showcasing your homes for sale. Facebook Ads is where we will be able to segment the public very well, reach a customer profile looking for their first home or an investor profile, depending on the property in question. This allows you to get leads that can later convert into potential buyers.
Finally, you can also work with Facebook Marketplace by publishing the properties.
Instagram for Real Estate
It’s the perfect network to be spontaneous and convey closeness to your community.
Don’t make the mistake of thinking that you can post the same thing on Facebook and Instagram: the target audience of the two networks is different. On Instagram you will find the younger part of your target audience (mainly buyers), but don’t think that you will only find millennials on this social network, since their mothers are also here… and they are part of your target!
The first thing you need to do is have a company profile on Instagram, so you can measure and analyze all your actions on this social network. It can also have contact buttons, something very important to get customers.
The next step is to have a bio that shines. You have to optimize it properly, as the competition on Instagram is brutal, and a new follower only has a few seconds to decide whether to follow you or not, whether to buy from you or not.
How to work Instagram for your real estate?
You can work on three different types of posts:
- In the feed, show beautiful and quality photos of your homes, decoration details and architectural details. Play with shapes and create carousels. It is very important to have a harmonious diet that reflects your essence and that catches the attention of your followers
- In Stories, show all content that has no place in the feed because it’s not so aesthetic. Photos and videos of your daily activity, photos of houses, promotional videos, making of a photoshoot of a house, etc. Be original and use apps like StoryLuxe or Mojo to give your Stories a new and fun touch
- IGTV: Use it to upload videos longer than 1 minute. You can adapt your videos to the IGTV vertical format and leverage this channel to reach a larger audience that doesn’t know you yet
LinkedIn for Real Estate
LinkedIn is a professional network in which you have to be a real estate professional to interact with other professionals in your sector and others related to yours. It is very likely that if you need to offer good financing to your buying clients, find financial professionals on LinkedIn with whom you can collaborate, or if you are going to sell a house that some brothers have inherited, you will need the advice of a lawyer specializing in inheritance management.
You can create a LinkedIn company page and post on it, but the truth is that it is very difficult for a small or medium business to get LinkedIn followers and organic reach. That’s why my advice is that you and your employees prospect and work on this social network in person.
How can you do that? Working the personal brand of each employee under the umbrella provided by the company. If you encourage your employees to work on your personal brand, you will gain customers and show yourself as a company that leverages the talent of its employees.
Your employees will be the best ambassadors for your brand, but for that you cannot be afraid that they will use social media every day as another work tool.
Share and comment on real estate news on LinkedIn, follow your partners, share interesting articles from your real estate blog on housing, economic or legal issues, etc. These are some examples of what you can do to position yourself as a reference and expert in your sector.
YouTube for Real Estate
It is the perfect and necessary channel to develop your video marketing strategy. Upload and share your videos, all of which we’ve seen you can do in your real estate marketing strategy.
Also, if you work YouTube correctly, it is very possible that Google will show your videos in the first positions of search for your favorite keywords, since the video content is rewarded, being the option chosen by the user.
Twitter for Real Estate
This social network is more sectorial, and in the case of real estate companies, it is difficult to achieve high interaction. If you have limited time, you can give it up, but if you decide to work on it, share articles from your blog or industry news, current affairs, economics and real estate portals.
If you position yourself as a profile that shares your own and valuable third-party content, your level of engagement will increase on this social network.
Google My Business for Real Estate
You have to work that social network for your local placement right away, if you’re not already doing so.
If you use Google My Business correctly, it will position you as a local business in your area. To do this, ask your customers to rate, respond to messages from potential customers, upload photos, and create compelling offers.
In addition, you will be able to know when customers connect with your company and how they interact with your company profile, obtaining valuable information.
Whatsapp for Real Estate
Many customers prefer that information and any communication reach them through WhatsApp. Your CRM or real estate management program should include this option to work with your clients.
If you have Whatsapp Business, you can tag your customers and send campaigns that really interest them. You can send new properties to clients who are looking for a certain area, send informative videos with tips when buying or selling a house, etc.
The most important thing is to do a good segmentation, because it is not a matter of sending many messages or that everything reaches all customers, but that it reaches the information that really interests them.
Email Marketing for Real Estate
Email is one of the most powerful sales tools we have in real estate marketing, but I don’t think we’re making the most of it.
Mailing homes or cross-property and sending them is not email marketing. Create an email sequence where you add value to your customer and put into practice everything we’ve seen about content marketing.
People like to read stories, so go further and do an exercise in “narrative abundance” and tell your audience the story of that house, think of a title that attracts, that invites reading and stimulates curiosity. And then continue with the enigmatic story of that unique property that you sell in the center of your city and that everyone wants to know.
You can also share some of the content you generate in your marketing efforts: an extract from your real estate blog articles, your pill videos, your podcast, your ebooks, etc.
Take advantage of these emails to ask your customers for recommendations and I’m sure you’ll get a response.
All of these tips are being employed by the management of Blue World City, making it the best real estate project in Pakistan. After all these tips, remember that in order to work, you must surround yourself with professionals, both inside and outside your company.
You should have people on your team who have digital skills and want to work on all the aspects we’ve seen.
Don’t forget to promote your brokers to work on your personal brand and your own social networks under the company’s protective wing. That way, you can work your employer brand very well, and that says a lot about your company.
And now that we’ve reached the end of this article, I’d love to know what real estate marketing strategies you’ve been using. Did you know all these actions? Which ones will you put into practice? Do you use any that I didn’t mention? Tell us in the comments section!