Owning a home is at the heart of most of our dreams: you can buy or sell it. As Jonathan Glickman, the famous film producer said:
“The best investment in the land is the land itself”.
Real Estate Marketing Strategies:
Let’s go back to Earth then and list the 5 most powerful and successful Real Estate marketing strategies for selling your property:
1- Google Ads:
80% of people use Google when searching for something and this data is also valid when searching for a house.
Notice that this first marketing strategy is called Google Ads, not only Google, due to the high level of competition in the organic section of the results, which is something we will also talk about later.
To fight in this competition, you can use a pay-per-click strategy and use Google Ads and / or Bing Ads to rank among the top results.
Here we tell you how to use Google Ads effectively to get potential customers spending little:
One Campaign by Location:
Do you sell houses in California, OR and New York. So create two campaigns, one for each location where you have a property for sale.
A Group of Ads by Property Type :
Do you sell individual one-bedroom houses and two-bedroom town-homes? This means that you need to create two ad groups, one for each type of property.
Perfect! You have already created a good structure for your Google Ads campaign, now is the time to create your ads. They say an image is worth a thousand words, so let’s look at some examples of winning ads in action:
You should make your ad appear only to those who are looking for a home (no one else). You are the one who controls who can see your ad, through the definition of your keywords. A good set of keywords would be, for example:
One bedroom apartment for sale in California
Affordable townhouse for sale in New York
Best estate agents in New York
Try typing into Google something more generic like real estate agent in + anywhere. You will probably see a lot of real estate portals that compete with each other and are willing to pay more than $ 20 per click.
2- Real Estate Portals:
This second, more than ideal, marketing strategy is necessary, taking into account the reality we are experiencing – the control that these digital real estate portals impose on the market makes real estate agents less and less relevant.
Given the controversy behind their Premier Agent business model and the recent setbacks in New York and Los Angeles, these portals are increasingly controlled and have become a less attractive acquisition channel.
However, we keep real estate portals in second place, waiting for new developments that justify relegation to a lower position.
3- Social Networks:
Social networks allow you to build links with your customers, establish an online presence in your community and advertise your properties for sale.
These are the channels that will allow you to reach your potential clients and that have proven to be more effective.
Facebook Marketplace added a section called Housing that allows you to add listings of properties for sale or rent.
Facebook has partnered with Zumper, Apartment List, and other third-party sources to add hundreds of thousands of property listings.
Use its 360-degree photo function so that your clients and potential tenants can make a virtual visit. Facebook has a powerful algorithm that allows users to limit their searches based on location, price, size, number of rooms, and much more.
It is crucial that your home listings are accurate and the details are specific so that more users can see them. According to Facebook:
Its section known as Marketplace has led to a 77% increase in users who participate with professionals in the real estate sector.
Facebook is a very powerful tool. Use it wisely and make each of your ads unique. The real estate agent not only lists another property, it does not only define the characteristics of the property but makes it memorable and unique.
Facebook also provides you with a great window to become the local reference for what is happening in your area of influence . Especially for potential non-local buyers, mixing news with your property listings is a great way to build a growing loyal fan base.
As you already know, LinkedIn is the leading platform for professionals looking to build their network of contacts with other professionals in the same industry.
Use it both to increase your professional reputation online and to gain exposure to investors and bankers.
In your profile, add your achievements, such as the awards you have received, your training, background, social media skills, real estate transactions, etc.
This platform also allows you to promote your business effectively through discussion forums, private messages and even blogs.
LinkedIn has more than 550 million members, of which 40% log into their account every day.
Make sure your profile highlights your recent activity and also share external links that are relevant to your area of influence, your achievements and experience.
Use LinkedIn to capture leads by joining real estate related groups like your real estate association, your Multiple Listing Service (MLS), etc.
Participating in industry discussions will allow you to get more visibility. You can also look for professionals outside of these groups, such as attorneys and financial planners who may be able to recommend you.
In addition, LinkedIn also offers a tool called ProFinder that connects users to freelance real estate agents who can meet their needs.
Yelp is the quintessential social network of reviews for local businesses and retailers, and as a real estate professional, reviews can boost your credibility and help you get more customers.
It is important that you keep an updated and complete profile in which you show your offers and add the Yelp function called Contact real estate agent .
Considering that it is a platform starring reviews, managing them in a professional and friendly way – whether positive, negative or neutral – is key to obtaining more customers.
Having a video on your website that shows what your property is like is another effective way to gain clients, since it allows you to use storytelling to promote commitment and authenticity.
While providing quality photos and written information can help you turn a visitor into a customer, having a video further increases the chances of a conversion. According to Buffer:
Companies that use videos as part of their marketing strategy get 27% more clicks and 34% more conversions than those who don’t.
For higher click-through and conversions, create short, easy videos as they tend to better retain viewers’ attention. After analyzing 600 companies and more than 250,000 videos, Vidyard, an online video hosting company, found that:
Videos of less than 90 seconds achieve an average retention rate of 53%, while videos of more than 30 minutes only retain 10%.
Videos of listings:
If you want your property listing to stand out from your competitors, then invest in listing videos to directly and visually display the key features of the property .
One factor home buyers take into consideration when making a purchase decision is the neighborhood and community surrounding the home.
The property could be absolutely beautiful with a spacious living room, a lovely kitchen, and a pool, but if, for example, your target customer is a family with children and they see that the local school is too far from the house, then you won’t be able to convince them to visit the property in person.
Create an image of the area and its surroundings – shops, schools, clubs, etc. – to help potential buyers imagine what it would be like to live in the neighborhood.
Creating videos that show cases of clients who have had a positive experience acquiring a property through your real estate agent will also allow you to generate more confidence in your potential clients, since they will automatically get an idea of what their shopping experience can be like .
Prepare questions that highlight your qualities as a real estate agent and the characteristics that buyers and sellers are looking for.
Ask questions like:
Why did you choose me to represent the purchase of our home?
Describe your experience working with me?
What did I do best to help you find your home?
A biography in video format allows you to communicate your goals, demonstrate your interpersonal style, and even include short testimonials to add credibility.
Take this opportunity to explain who you are, your background, certifications, achievements, sales history, mission, etc. A biographical video allows you to transmit closeness.
When viewers hear your voice and see your face, they clearly see that you are a real person, someone they could relate to.
They provided interesting and useful information for their target audience and combined music, images and a motivating tone of voice to convey to their clients their passion for their work and dedication.
Tutorials, Q&A and Video Tips:
Share your wisdom and interact with your target audience with instructional videos and questions and answers that will facilitate the process of buying or selling your home – it may be the first purchase to your potential customers and will surely have many questions to respect
When you give your Expert opinion provides valid reasoning to support your statements. In this way your potential customers will also understand where you come from.
Consider publishing your videos on your social networks so that they can be shared and thus expand their reach. According to a study by Business 2 Community:
Videos generate 1,200% more shares on social networks than text posts and images.
Video marketing on social networks also helps improve the SEO of your website, since it allows you to generate traffic to your home page.
If you have a subscriber list, send newsletters regularly and include a video for a higher click-through rate. A recent study on email click-through rates showed that:
Emails that include an embedded video receive a 96% click-through increase.
The audiovisual production company Notch Video, discovered that:
The average user spends 88% more time on a website with a video.
The objective is to ensure that users remain on your website. The longer they are in it, the more they will learn about you and your business, and the more likely you are to get conversions.
In a similar way to blogs, when you add useful resources in your newsletter for your existing clients, you can get new clients because the content you make available to them is very valuable, your current clients will share it on social networks or send it to their friends and family, who in turn could be a potential new subscriber.
Be sure to segment the emails you send to fit different subscriber profiles. For example, one for first-time buyers. According to a study by MailChimp, the leading email marketing platform:
Email recipients are 75% more likely to click on emails from targeted campaigns than emails from non-targeted campaigns.
A recent study by Marketing Sherpa shows that:
86% of users prefer to receive a promotional email at least once a month, while 15% of users say they would not mind receiving promotional emails every day.
Now that you know how often you should send your emails, let’s see what the content of these emails should be, based on an exhaustive analysis that we have carried out on successful email marketing campaigns in the real estate Marketing.
Tips for a Homeowner:
Share useful tips for your home with your potential customers based on your experience or seasonal informational value. For example, you can talk in depth about the maintenance of the pipes or about interest rates if there has been any change in the official rate.
A very important benefit of these emails is that they are likely to be shared, so you will be gaining additional exposure. In addition, you can keep in touch with your potential client.
While the suggestions for homeowners were for your potential clients, this other type of content can also be sent to other professionals in the real estate sector (now we will see the power of segmentation!)
Embed a video in this email, considering what we talked about video marketing earlier. This piece of video will really be the key to your success.
Ask for References:
After all, if you don’t ask you don’t receive. Asking for referrals to your customers and offering them an incentive for mentioning you is a great way to stay relevant and gain additional visibility through email exchange.
Real Estate Marketing – Conclusion
The effectiveness of these five marketing strategies for professionals in the real estate sector is proven, and, without a doubt, they will help you reach your potential clients and convert them into clients.
As competition in the industry is increasing, it is increasingly important to direct your efforts and invest your time only in marketing strategies that work.
Now that you are becoming an expert in marketing in the field of real estate, we suggest this other article On Types of Real Estate Clients. So that you can know about types of clients in Real Estate Sector.