If you haven’t read Ben Givon’s guide to successful real estate marketing 101 part 1 then make sure you do before indulging in the second part of the series.
This is all about brand awareness; you could look at sponsoring local events, such as charity fundraisers, sporting events, festivals. By sponsoring popular local events you can boost your brand’s presence leading to greater engagement.
Invest in short feature videos
Short, educational videos can be super effective in building your business; it shows you make that extra effort to go the extra mile to create unique content that not every real estate business is doing.
Optimize for Mobile
A vast majority of home buyers do their real estate research on mobile devices; for this reason alone if you don’t already have a strong mobile presence then you’re missing out. Consider loading speeds, and even a mobile app, if you’ve got the budget. The aim of the game with mobile marketing is to make the experience as user friendly and convenient as possible.
Real estate email marketing campaigns
Email marketing is a great and effective way of nurturing strong communication between the client and your business. You want to be sending emails that are relevant and engaging; what do potential real estate buyers want to hear? What are your customers looking for? You could send a weekly newsletter detailing all the recent listings, any important updates that your target audience may be interested in.
You will need to craft your emails and the content you include based on where your potential clients are in the buyer’s journey. You may be asking yourself ‘what is the buyer’s journey’? Simply put, the buyer’s journey can be broken down into three stages: Recognition, debate, and choice. First the potential buyer becomes aware of the ad or listing, then the buyer has to think about it by conducting research, referring to social proof, visiting the property or going on virtual tours; and the final stage involves making a decision on whether they will buy or not. so, depending on what stage your customers are in you will need to create email that are relevant to each stage.
Educational webinars and blog posts
Hunting for real estate can be a daunting task, especially for new, first-time buyers. To help make the process a lot simpler consider hosting educational live webinars with question and answer sessions. Also having a regularly updated blog with relevant content can really help boost engagement with your brand. But you need to be providing quality, original, and relevant content that your users will find valuable as a resource for information.
Optimize your Business Page on Google
Setting up a business page on Google can make it easier for internet users to find your business every time they include keywords in their searches.
Investing in social media ads is the way to go if you want to increase your reach. With millions of social media users you are surely going to want to create and maintain a strong social media presence if you want your real estate marketing campaigns to deliver.
Old school versus new school
Marketing methods have changed so much over the last few decades with innovations in technology, social media, and the very nature of the internet, however, sometimes sending traditional letters or leaflets can be effective. A letter can feel more personal and direct making for a better customer relationship.
Build your brand with social proof
Social proof in the form of testimonials, reviews, and comments can create a strong sense of trust between your business and your clients. Include a comments section on your website where your customers can leave comments, reviews and testimonials. This is an effective way of proving that your business is trustworthy and that other customers are using your services and are satisfied. As well as a comments section it could be worthwhile including social media sharing buttons so that customer testimonials can be shared on social media platforms.
Your website needs to be up to scratch
Nowadays most home buyers prefer to do most of their real estate research online independently. You need to make all the vital information easily accessible and your site needs to be user-friendly. Put yourself in the shoes of a prospective buyer; what vital information is a potential buyer seeking? You need to pay attention to your site’s layout, design, page loading speeds, content, contact page. You should be split testing to see which campaign delivers the best results. If you have landing pages, then they need to be a direct mirroring of your site. Are the CTA buttons clearly labelled and positioned? All these key areas play a huge role in conveying professionalism and trust; two important aspects of customer satisfaction.
Call tracking is a must
When a potential client calls you to make an appointment or for further details on a specific listing then its crucial that you use call tracking. By keeping an eye on your tracking, you can monitor which ad campaigns are delivering the most impressions, clicks and conversions.