You only get paid when you perform well and deliver results—that’s rocky business, or as some would call it, real estate.
The property market brings the loopy ups and downs of a not-so-fun rollercoaster, mostly dependent on external factors such as economic conditions, interest rates and job growth.
Regardless of the market’s erratic behaviour, both real estate veterans and novices can apply various marketing strategies to propel their business forward.
But wait, what would that look like in 2020? We may not have flying cars, but we sure went full digital.
Over 99% of millennials use the internet to peruse for houses and agents. Even young Baby Boomers are in on the action, conceding to the web for assistance in their real estate decisions.
To help you assemble a solid marketing plan both online and offline, here’s a real estate marketing guide complete with practical ideas and techniques for you to hone at your own risk.
Let’s commence real estate marketing with digital marketing
It can be quite a hassle to tackle the multiple channels across the internet, each with individual messages yet working in tandem with one another.
Before you stomp your feet in exasperation at the intricacies, keep in mind the vast opportunities growing rampant in online marketing.
Try simplifying your approach by establishing a strong marketing foundation that consists of five critical elements:
1. Mobile-friendly website
Make sure that your website is easy to navigate, even on mobile devices. That way, prospects can learn about your business on-the-go and conveniently reach out to you.
2. Email marketing
The ultimate goal is to create leads that you can eventually convert into clients.
Not every user will be ready to do business with you right away, so it’s imperative to have a lead nurturing system to sustain momentum down the funnel.
You can maintain contact with prospects through email marketing, offering them value in the messages you send.
3. Online content creation
We’ve talked about why you should build a business blog, and real estate is no exception.
Forking out quality content online is a great way to demonstrate to the public that you’re a field expert.
Provide prospects with useful information in their buying or selling process, while also reinforcing the notion that you’re the right person for the job.
4. Primary social media channel
You aren’t waiting for customers to materialise out of thin air.
You want to actively market to them, which is why having a home base for your content and details on Google isn’t enough.
By having an engaging social media presence, you can start a conversation about who you are and direct audiences back to your main website.
5. Online reviews
Referrals are a real estate agent’s best friend. Many successful digital marketing campaigns include a way for satisfied clients to share their stories.
Therefore, you should find the means to solicit, manage and promote your positive reviews.
Real estate marketing going offline
Once you’re thriving online, don’t entirely dismiss the more conventional routes.
When selling a property, you can market to the contiguous neighbourhoods with flyers and open houses.
This will generate more interest, and local homeowners will remember your agency as well for future reference. They might come knocking when it’s their time to sell.
Combining digital and print
Spoil your clients with the best of both worlds.
You can share presentations, videos and virtual tours on a tablet to show them your brand is technologically proficient.
Then, pull out a printed portfolio that holds relevant information about your services and the local market, portraying your brand as well-established.
Know the area
Selling a home is more than selling a vacant plot; the community and surrounding area matters just as much.
Ensure that your agents know the area like the back of their talented hands swift for drawing up paperwork—the quirks and advantages, how the housing market is doing there, etc.
Being well-informed can make it easier for them to answer questions and earn clients’ trust.
A good number of real estate agents focus on a niche market and become all-around experts in that market.
For example, make yourself the go-to agent for single mothers, dog owners, families, and so on.
This opens up insights about what currently drives the target market, the risks involved, and not to mention where the market is headed.
Budget marketing expenses
No matter which avenue you’re cashing out in, whether it’s your website or social media marketing, develop a marketing budget and follow it.
Your spend should depend on your target audience, i.e. customers residing in the city might require digital marketing, whereas those in rural areas might warrant a different strategy.
Building a successful real estate business takes copious amounts of time, effort and planning.
If you practise this list of techniques and ideas diligently, the golden ticket is as good as yours.
Just like any large organisation, your real estate business must strive to develop its own brand. Walk Production is a creative agency that can help you in that department! Contact us today.