The real estate industry has proven to be an intense ballgame to be in. Not only is it competitive, but the demand is so high that it makes for a very feasible business. But how can a realtor stand out against the competition?
Marketing is a foolproof way to achieve presence whether online or offline. However, with the way people scour for information nowadays, digital marketing is becoming an omnipotent platform for brands.
Whether you as a real estate agent want to sell or rent more properties, or simply expand your following, here are some digital marketing tactics any realtor should leverage:
1 – Functional Website
When it comes to digital marketing, a functional website serves as the company’s extension. It’s an excellent avenue to know more about the company’s products, services, and even branding.
That said, ensure that you have a user-friendly website. Keep up with the most recent web design trends such as:
- Strategic use of white space
- The three-click rule for ease of browsing
- Graphic design trends like grids, 3D, patterns, symmetry, and more
- Suitable typography and color schemes
- Mobile compatibility
- Speed / Performance
- Video content & virtual tours
- Minimalist designs
Apart from leveraging these on your business website, you also need to create the most effective landing pages. A landing page, or also otherwise known as a “lead capture page,” comes up when a user clicks on a brand’s content in search engines.
Typically, these landing pages contain promotional content. More often than not, landing pages could also encourage potential customers to subscribe to newsletters. Whatever the landing page content is, the primary goal is to capture more leads and drive conversions. And one way to achieve this goal is to use a compelling call-to-action (CTA). Here are some of the most effective call-to-action words and phrases that garner leads:
- Get Started
- Sign Up Now
- Book appointment
- Try for Free
- Contact Us
- Learn More
Last but not least, another point to consider is a call-to-action strategy. Your call-to-action button must be prominently placed on your website or landing page. You should take advantage of color contrasts to make your button stand out.
2 – Facebook Ads
With over 2.8 billion active monthly users, Facebook is still ranked as the #1 social media network worldwide. In fact, back in 2012, the prominent company bought its nearest rival, Instagram. This is enough reason to use Facebook for your digital marketing strategies.
The best part about using Facebook ads is that it allows marketers to filter when and how the ads are displayed. For example, by using the geo-targeting feature, they can personalise the ads or messages depending on the audience’s location. Also, if digital marketers cater to a specific audience, they can use analytics. It lets them determine the demographics, activity, age, employment, and all the other useful data that maximise their advertising methods’ success.
Another great advantage is that digital marketers and realtors can use campaign budgeting by setting daily or lifetime budgets. What Facebook does is try to analyse the ads that return great results and distribute the budget on those ads. Overall, this strategy maximises the marketing spend and objective success.
3 – Online Business Directories
While people used to scour for properties manually from a printed business directory, everything is in digital mode today. If a real estate company isn’t registered on top online business directories, there will be a lot of missed opportunities.
When owners/landlords want to sell or rent their homes, they usually search online and find these popular business directories in South Africa:
4 – Blogs
Blogs can raise awareness for any brand, regardless of the industry. If you visit any real estate website online, you’ll likely see a “blog” or “news” section on their website.
Publishing consistent articles that are relevant to your industry will help your business gain traction. In fact, some are so extremely valuable that brands gain more followers due to blog-writing activities.
And when it comes to blog marketing, ensure that your SEO game is top-notch. The only way to make your potential customers click or share your blog articles is if they’re valuable. And when we say valuable, that means, your audience can learn something from them.
Blogs must be relevant to your niche, grammar-free, high-quality, entertaining, and lastly, SEO-friendly. If you don’t know where to start with blog topics for the real estate industry, here are a few suggestions:
- Explain the benefits of home staging
- Share some DIY ideas on home renovation
- Mention tips to improve a home’s curb appeal
These are just a few of the many blog topics you can create. Let your creative juices flow and start writing!
5 – Influencer Marketing
Digital marketing won’t be complete without influencer marketing. Approach thought leaders in your industry and see if you can interview them. Better yet, let these influencers promote your brand within their community.
Of course, it’s not going to be smooth sailing all the way. Not all influencers will agree with your proposal and that’s okay. Find the best ones that have the same principles and goals as your brand and go from there. Give them an offer they can’t resist.
Lastly, influencing others won’t be effective if the influencers don’t have a vast following. Make sure they give them your money’s worth by choosing those with a considerable base.
6 – Email Marketing
Email marketing is also another effective digital marketing approach for realtors or any business in general. You can take advantage of email marketing automation tools so your campaigns give you a more favorable outcome.
For instance, MailChimp is a tool that allows you to grow your email list. The platform lets users create sign-up forms using a variety of templates on their site. These forms can then be integrated into landing pages.
Once marketers have a growing email list, they can then create marketing campaigns. They can even try A/B testing on their campaigns to know which emails work best.
Another great feature they can use is email segmentation. Instead of sending an email blast to your entire list, this tool can help segment your list according to demographics, activity, purchasing behavior, and more. This way, you’ll get higher open and click-through rates.
7 – Social Media Marketing
Any digital marketer knows how imperative social media marketing is today. Not only through the use of paid social media ads, but setting a social media plan from scratch could propel your brand to success.
People share valuable and entertaining content nowadays. Provided that you’re targeting the right audience, make sure you distribute content relevant to the real estate niche. Additionally, posting consistently will also give users something to look forward to.
Another social media strategy is incorporating hashtags or buzzwords to get your company known out there. The most important thing is to make noise on any social media platform. A positive kind of noise, if we might add.
As long as you pique users’ interest, your brand’s content could make the rounds online.
These are just a few of the many digital marketing tactics any realtor or digital marketer can use.
Plotting effective marketing strategies in a blueprint will help guide you in reaching your goals and raking in sales.