As digital marketing becomes increasingly popular, real estate agents must adapt to the dynamic housing market by utilizing various online tools. The business of real estate encompasses the importance of innovation and gaining an advantage on your competitors. It’s all about identifying and generating potential leads and turning those leads into prospects. This blog is all about real estate marketing and initiatives that you can take to help market your properties, reach new clients, and utilize digital marketing to enhance your career.
Importance of Brand Awareness and Equity
Your target markets must know about your properties. In order to do this effectively, you must establish a brand. What type of properties will you be selling? What kind of lifestyle will your properties cater to? All of these questions should help you identify which properties you want to sell, and which target market you intend to work with. Potential clients should be able to identify your brand through an appealing logo, taglines, and a consistent brand message. How do you expect potential clients to know about your properties if you aren’t effectively showcasing your brand? That’s why brand equity, which is the value that your brand brings to your company, is the stepping stone to establishing new clients.
Google: How to Use it to Your Advantage
To use effective marketing strategies for your real estate career in the 21st century, you must understand the importance of the search engine. Search Engine Optimization (SEO) is the process of increasing the quantity and quality of traffic to your website through organic search engine results. Approximately 93% of home buyers start their search online. How do you get your real estate website, and more importantly, your properties, to the top of the search results page? You should focus on broad visibility and the major themes of your properties and create content on your website to support them. Additionally, you should utilize Google Advertisements. When using Google Ads instead of social media, you are able to target based on intent. It is important to create and optimize your keywords to specifically match the words on your Google Ads.
Lead Generation Tools: What Are They and How Can They Help?
Lead generation in real estate is the process of capturing interest in properties and nurturing that lead until the potential client is ready to make a purchase. For those in the real estate industry, there is a constant need for more leads to eventually become clients and make purchases.
Pay-Per-Click (PPC), an online advertising model in which advertisers pay each time a user clicks on one of their online ads, is an effective way to generate leads. The paid search ad appears when people search keywords using a search engine such as Google. Since you have to pay for each click on your ads, you should optimize your keyword selection by only bidding on keywords that are relevant to your business and match the words on your Google Ads. PPC is a great way to capture potential leads and for prospective clients to find your website and learn more about your properties.
Utilizing Social Media Advertising
As the generation of millennials become homeowners, social media can be the key to reaching younger leads. Go ahead and make that Instagram account! Join local real estate Facebook groups and get your name out there. Find new Linkedin connections to share your listings with. Create a monthly blog or newsletter highlighting specific properties and interact with your readers in the comments. Social media is great for building relationships and connections with potential and current clients. Facebook ads can help you target certain demographics or psychographic characteristics and users who have shown specific interest in buying property in your area. Additionally, make sure your website and social media accounts are accessible and appealing from a mobile device.
The Power of Photography and Videography
Capture your properties with high-tech photography and videography. As social media marketing becomes an increasingly popular way to showcase properties, you must ensure that your photographs are appealing by hiring a professional real estate photographer. The pictures of the property that you capture should highlight the curb appeal, along with its unique features. Remember, these photos will be shared on social media and you want to generate as many likes, comments, and shares as possible. As virtual forms of marketing become the new norm, it is crucial to perform a video walkthrough of the property. Video walkthroughs offer a realistic glimpse of the property and allow the potential buyer to visualize themselves and their belongings as if they were physically present.
Referral Systems and Networking
Creating and maintaining an efficient referral system is a crucial step to getting more clients. After you work with a client, it is vital that you network with your clients and ask them to refer you to their close contacts. You can utilize different tools such as Internet Data Exchange (IDX), an umbrella term used to cover policies, standards, and software that allows you to display a listing on your website and connect with other brokers. A Multiple Listing Service (MLS) is a marketing database designed by a group of real estate brokers to provide information about properties for sale, and for seller real estate brokers to offer compensation to buyer real estate brokers who bring them their listed properties. Maintaining connections with other brokers is just as important as networking with new clients. Both of these groups will lead to new opportunities, new clients, and new sales.
Finding Your Niche
Although there are so many ways to market your properties more effectively, one of the best ways to accomplish this is by finding your niche. Finding your niche as a real estate agent starts with setting yourself up to become an expert in a particular specialization, including certain regions, property types, or demographics. As you learn about new properties, you should share those discoveries with potential leads and your current client base through your website, social media channels, or newsletters. Eventually, you will attract new buyers and sellers who are looking for an agent with a specific specialization. You can even earn certifications in specific niches in real estate, such as a Certified Property Management Specialist, or a Certified Financing Specialist.
As an industry that constantly remains dynamic, you must differentiate yourself from other agents and implement different aspects of digital marketing to achieve success. By following the steps above and immersing yourself in the world of digital marketing, you will turn possible leads into future clients in no time.