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Real Estate Digital Marketing Strategy: 8 Ways To Boost Sales

Published by ispl at July 24, 2020

What is Real Estate Digital Marketing?

Real Estate digital marketing = attracting more clients and generating more revenue.

Not only the buyers, the real estate developers also agree on the fact that digital marketing is the best and quickest way of generating leads. Apart from busy schedules, the present gen-Z prefers using the internet first to churn out all the information and options about the real estate listings.

Digital marketing for real estate is very cost-friendly. With the help of digital marketing, developers can reach the target audience while creating a lasting impact. Since most of the people hunt houses online, it has become a platform for the home buyers and sellers to get what they need in just one click. When compared to the print and on-air media, the digital media marketing proves out to be the best of all. It does almost the same work in less than half of the total cost while generating quick revenues.

There are various types of digital marketing techniques, these include (but are not limited to):

  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Social Media Marketing (Organic/Paid)
  • Content Marketing
  • Online Reputation Management
  • Website development & management
  • Email Marketing
  • Video Marketing

Thus, if you’re in to know how digital marketing will work for real estate developers and realtors, we’ll uncover the 8 ways to boost sales.

Real Estate Marketing Methods: Traditional vs Digital

You may come across many discussions to debate the best performing or valid marketing technique to reach potential audience, which is traditional & digital medium. One website you read may quote that blogging is the best method. While the other says, print media has a maximum impact. The third one may say that social media is the best!

Uff, it can be frustrating! So, what’s the answer? The answer is that there is no single-best method. Thus, in this face-off, we’ll discuss the key features that make these channels different. It’s all about choices after all for you to choose which one suits your needs and reaches your audience the best.

Traditional Real Estate Marketing Methods

  1. It’s a traditional medium (print, telephone, outdoor and broadcast) to convey your message loud and clear.
  2. They rely on the selling techniques that heavily rely on the infamous four P’s of marketing: product, price, place, and promotion.
  3. Traditional forms of marketing, such as billboards, radio and print media can be very effective, but also incredibly expensive.
  4. It is difficult to determine how many people saw and read your print ad or heard your radio ad.

Digital Real Estate Marketing Methods

  1. Audience can interact with you on your social channels.
  2. Digital marketing platforms such as social media, search engine optimization and email marketing in effective and less costly.
  3. Digital marketing allows real estate agencies to reach targeted groups of people, with a targeted message.
  4. With digital marketing, you can measure data and times that people visited your website, and how many times someone was converted into a lead on your website.
  5. Statistics show that 92% find their dream home from online searches. That’s a huge dip towards digital marketing!

The Verdict?

To summarize, digital marketing allows you to market to specific target audiences, at a specific time, with a specific message. This is incredibly useful for real estate agencies and individual agents, as you can build relationships with clients and prospective clients.

How do we know this for sure? We’ve been dedicating a lot of time to strategize, develop and implement sophisticated digital marketing campaigns for our real estate clients. In the process, we have been achieving some fantastic results across the board!

What Is The Importance of Real Estate Digital Marketing?

Even still, if you’re questioning, how will digital marketing benefit me? Why should I bother with digital marketing? Aside from getting noticed, digital marketing allows realtors to stay ahead in a saturated market.

Did you know?

69% of home shoppers who take action on a real estate website begin by typing a local term into a search engine. Big real estate agencies realize the business advantages of online marketing, and thus are allocating funds for it. But small & medium agencies often have a hard time figuring out how to market real estate service online for best results.

Real estate agencies are now realizing the business advantages of online marketing, and thus are allocating funds for it.

So, stick around to find out why digital marketing is important for real estate.

1. Emergence Of The Search Engine

How likely are you to ring a friend when you need information about property prices? Likely, but not always. Some are of the opinion that why go through the trouble when the information can be found with a few clicks? In the digital age, most people are relying majorly on search engines to get information and news.

44% of homebuyers looked for properties online first and 83% of all home buyers use the internet to search for homes.

2. Measurable Results

Measuring your online marketing with web analytics and other online metric tools makes it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising.

3. Personalization

Imagine if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they book a property from you, the more you can refine your customer profile and market effectively to them.

4. Chat With Followers

Home buyers are calling real estate agents much less than they used to with questions about a property. They’re going online, using Facebook’s Recommendations feature, and tweeting at real estate offices on Twitter. This outreach helps followers to develop more interest during the early stages of the buying process.

5. Let Your Creativity Talk!

The digital space encourages users to think out-of-the-box and you can make use of a variety of digital functions to engage with your audience. For instance, you could leverage Instagram Stories’ Ask Me Anything function to get some feedback from your clients about challenges they are facing!

Top 5 Benefits of Digital Marketing for a Real Estate Developer

Digital marketing is proven to be effective when it comes to selling lands and homes. Those who take advantage of the digital approach take the higher route than the traditional marketing efforts. There is no shortage of booming housing markets to take advantage of.

Property portals such as magic bricks, housing, and 99 acres have an extensive reach. This has increased its importance in the property market, especially amongst small and independent home builders. So, let’s take a closer look at all of the ways that real estate agents or real esate builder can benefit from digital marketing.

1. Boost SEO Strategy

Search engine optimization, or SEO is a strategy used to increase website traffic by ensuring that the site can be easily found in search engines.The aim for property professionals is to improve their website’s ranking, to get it closer to the top of Google’s list. Thus, a comprehensive and well planned SEO strategy can attract the right audience to your property.

2. Creates A Stronger Reputation

The process of buying and selling homes is built on word of mouth. Real estate brand and agents can stand apart from the crowd if they’re have a well-planned social media, e-mail and digital marketing strategies. The more positive reviews a realtor can garner, the more likely they are to experience a much-needed surge in business.

3. Improved ROI

Assign the right budgets to the right areas of marketing, and generate the best ROI. This is why a strategy can help, to ensure you are integrating everything together, and that your campaigns align. Less wasted time and money.

4. Optimized Results

Have you set out time to review and act on your analysis? If not, you should include it. A digital marketing strategy helps you to continually improve key aspects of your digital marketing, and see exactly where you are getting results.

5. Get Ahead of Competitors

Competitor intelligence is essential so that you can determine your business’s position within your industry. However this can actually be monitored very quickly and effectively setting up Google Alerts. It is a clear method of finding out your latest competitor news and their latest product and marketing strategies.

8 Real Estate Digital Marketing Techniques

The great thing about Digital Marketing is that ingenuity and creativity can always win over big marketing budgets. Online marketing has been at the forefront of the advertising industry for a number of years now, and its an evolving industry too!

This is why a well-researched, carefully planned strategy can be the difference between a real estate agent’s success and failure.

So, here are the 8 digital marketing techniques every real estate builder & realtors can use to increase sales:

1. Real Estate SEO Marketing

50% of buyers between the age of 37 and 51 found their homes online, claims a trends report by the National Association of REALTORS® Research Department. So, is your website easily navigable, enabling visitor to find what they’re looking for, sort through multiple results, compare listings, and finally buy from you? If not, SEO is what you should be looking for.

What Is Real Estate SEO?

Real Estate Search Engine Optimization (SEO) is simply showing up in the search engines when people are looking for YOU to help them buy or sell a property. With SEO, you can optimize your website for search engines, which increases their visibility in search results, meaning more eyes (and offers) on your available properties.

Why Real Estate Industries Must Use SEO?

How fast, secure, and mobile-friendly is your website? Do you have a proven email funnel, and follow-up system in place to build a strong connection with prospects? SEO is arguably the most important, and the most important aspect for every realtor to consider. From Local SEO to keywords, to website audits and other technicalities, SEO can take your digital branding to a next level.

2. Real Estate Social Media Marketing

Real estate social media marketing is the usage of social media channels by realtors to promote and advertise their brands as well as properties. Social media marketing has become an integral part of marketing strategies for all businesses, and the real estate sector is no exception to this.

What Is Real Estate Social Media Marketing?

A report by the National Association of Realtors suggests that 77% of realtors actively use social media for real estate in some form. This is why the existence of real estate brands on social media is a no brainer. Realtors use social media applications such as Facebook, LinkedIn, Instagram, YouTube, Twitter, and Snapchat to engage and connect with their customers and prospects.

Why Real Estate Brands Must Try Social Media Marketing?

A social media an ideal platform for realtors, is the ability to connect, engage, and promote to their target audience based on their interests, location, and behavior. When you choose a social platform, you can publish content that includes stories, images, videos, and also send messages, respond to comments, and advertise to segmented audiences. Thus, in this process, you are giving a very personalized and a real-time experience to your audience while engaging with them.

Types Of Social Media Marketing – Organic Vs Paid

Organic or paid social media marketing — which drives better business results? Either way, your social branding is ineffective without both. Let’s clear the air between organic vs paid marketing.

  • Organic marketing: Organic social media marketing refers to sharing unpaid posts and updates on your company’s social media pages. They include, text, image, and video posts, posts with hashtags, posts with links, event listings, and more.
  • Paid marketing: It’s a no brainer that paid social marketing is said so when you pay to advertise on social media sites. Paid social media marketing includes strategies like, boosted posts, sponsored posts, text, image, and video ads, and more.

What Are The Top Social Media Channels?

Quality always trumps quantity. It’s better to choose two or three channels and post high-quality, engaging content consistently rather than being all over the place. Trust us, it does no good. When we speak of top social media channels, all have their specific target audience, metrics and performance. However, the top most include:

  • Facebook
  • YouTube
  • Instagram
  • LinkedIn
  • Twitter
  • Pinterest
  • WhatsApp
  • Quora

4. Google Search Ads & Display Ads for Real Estate

A) Google Search Ads

Are you thinking about spending a high budget on ads to reach your target audience? You should consider spending it at the right place.  Google search ads are helping advertisers save time and provide users with the best ads for their search query. Targeted text ads are indispensable to a high-performing pay-per-click (PPC) campaign. When a prospect searches for something, your text ad appears if it is relevant to the search query.

The actual working of Google search ads is quite similar across most of the popular search engines. These ads are text-based ads that are shown on Google’s search results pages.

For instance, when you search for ‘2 bhk flat in Mumbai’, it’ll return sponsored results or ads as shown below:

B) Google Display Ads

Contrary to search ads, display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and take action (e.g. make a purchase).

Most display and online advertising campaigns are charged on a cost per click (CPC) or Cost Per thousand impression (CPM) basis. And there is no one way to do it. Your display campaigns can come in several shapes and sizes, which include the following:

  1. Banner ads
  2. Interstitial Ads
  3. Video ads

Therefore, your strategy will ultimately depend on your goals. Some possible display ad goals include:

  • Building brand and top-of-mind awareness
  • Generating leads by offering a lead magnet
  • Attracting abandoned users/customers through retargeting
  • Nurturing leads through the buying process

4. Real Estate Content Marketing

Content is the king, heard of that?

And, content runs the kingdom of digital marketing or any media for that matter!

Successful content marketing requires strategic planning. This means that real estate agents have to plan what to say, as well as how and where to say it. This involves knowing your buyer persona, and the channels where they are best reached. Content acts as a great tool to attract and build up brand awareness.

Two great ways to start is social media and blogging. When you invest your time and money into content marketing, you’re focusing on providing value in an effort to attract prospects, capture and nurture leads, and acquire new customers.

What is Real Estate Content Marketing?

Content marketing for real estate is not for selling houses but experiences. Content marketing is a valuable tool for building up brand awareness and driving leads. Building up a presence on social media as a skilled real estate agent can help drive referrals and help potential clients to think of you. Blogs, social media, SEO are some of the proven ways to attract and convert a reader into a buyer.

Benefits of Real Estate Content Marketing

Content marketing is the new marketing. Real estate content marketing is a vast and complex minefield. It’s the backbone of your online marketing efforts, helping you to gain additional exposure and build your brand awareness. If you want to become an authority within the real estate industry, content marketing is a must. Still need convincing? Read further below:

  • Makes you a subject authority
  • Creates product awareness
  • Search engine loves content!
  • Encourages engagement
  • Improves buyer quality

5. Real Estate Video Marketing

Thanks to smartphones, today we live in a world where a large number of people are equipped with a camera. Plus, it’s easier than ever to share and distribute videos with the help of Facebook or Instagram marketing. Which is why more and more people are leaning towards video marketing.

So, when everyone is doing it, why should real estate be left behind?

Real estate video marketing is one of the best ways to get higher quality real estate leads and generate more business. That’s because potential buyers are easier to convince and convert on a visual level. When they actually see the property via visual content, they have fewer doubts and questions. Videos are a convincing ‘key’ to their property purchase.

What is Real Estate Video Marketing?

People remember what they see and real estate relies on visual appeal, well mostly! Video is a powerful tool in every marketer’s tool belt – and if you’re in the real estate game, you’re definitely a marketer. Real estate involves trust and intuition – a personal video will help you seem more likeable, which can increase the amount of trust your customer has in you.

Benefits of Real Estate Video Marketing

So how exactly can you use video to stand out from the crowd?

86% of homebuyers use video to research a particular community and 70 percent use it to tour the inside of homes. 86% of homebuyers use video to research a particular community and 70 percent use it to tour the inside of homes.

If you want to reach these users, you’ve got to use video. Besides video being the most engaged with type of content online, video is also being prioritized by digital algorithms, like social channels including Facebook and Instagram, and search engines like Google. That means if you’re not using videos to reach your audience on these channels, your competition is. That’s not all, with video marketing, you can:

  • Start conversation with customers directly
  • Get clients to know you personally
  • Add a human touch
  • Show more detailing

6. Online Reputation Management for Real Estate Builder

If ever a negative word of mouth spreads, you know you’re company is in deep trouble. Real estate is one business in which image and reputation are both critical. You can get more clients by maintaining a positive online reputation.

Online reviews directly affect the way people spend their money. Translating reviews into sales is important in most industries, but it’s critical in real estate for two major reasons:

  1. Buying or selling a house is a huge deal, financially and legally
  2. Getting reviews is a numbers game. You can’t afford to let any of the satisfied clients slip through the cracks.

People are leveraging the Internet to find agents & homes. It is imperative to engage in ORM techniques to increase visibility for your real estate agency.

7. Impressive Real Estate Website Design

If you are a real estate agent or builders and still working on referrals, and run-of-the-mill methods, now is the time to create a website design for your real estate business. A functional and artfully crafted real estate website design can create a sense of trust that satisfies users and encourages them to consider your brand for fulfilling their real estate needs.

If your real estate business lacks an online presence, you are missing out on huge opportunities for your business. In fact, there is no excuse not to have an online presence for your real estate business. Here are a few reasons why every real estate business should develop a website.

  • Promotes your service
  • Makes your business 24×7 accessible
  • Builds trust amongst clients
  • Creates a user-friendly mobile experience

8. Listing on Real Estate Portal Sites

The best property websites in India are classified sites, which give you an option of selling, buying and renting properties with just a few clicks.

  1. 99 Acres
  2. Magic Bricks
  3. Nobroker
  4. India Property
  5. Housing
  6. Nest Away
  7. Common Floor
  8. Makaan
  9. Prop Tiger
  10. Sulekha Properties

Transform The Real Estate Industry With Digital Marketing

Building or selling real estate & properties in today’s dynamic environment requires a dedicated focus. You aim is to have a clear, profitable real estate marketing campaigns to help your business grow. These 8 ways to boost sales which we just discussed can offer your brand or yourself a great head start!

However, let’s clear one thing: Social media isn’t about uploading your instructions to Facebook. You need to have developed a process driven approach to drive enquiries and sell your inventory. This means that you’ll need to deploy a real estate specialized digital marketing agency that provides digital marketing for real estate agents, professionals, brokerages and companies.

Sell Your Property With InnoServ’s Specialized Real Estate Marketing

As an advertising agency with experience in real estate marketing we understand your business needs. We work with real estate agents, professionals, brokerages and companies on marketing strategies that focus on generating new customers.

We bring imagination, insight, passion and experience to help clients engage with their customers by creating impactful campaigns. So, if you’re up to take your real estate business on the top floor, let’s talk about how we can help to build your marketing strategy!

We’re a great team and we’re all about great results too!

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