Online presence for all types of businesses is indispensable nowadays, especially when it comes to real estate. It is not enough to have a website or be in the real estate portals, invest in the visual identity and offer personal marketing by brokers.
The good results for a successful real estate property are also largely due to efficient digital marketing actions.
First of all, it is necessary to understand that the real estate market works with high added value products, the purchase journey is long and fundamental, especially if they are real estate intended for the family.
If we are to think about the type of product to be marketed, we will all at some point need to buy or rent a property.
It was the time when you had to search among thousands of real estate to house or apartment of your dreams. Using digital marketing and cutting-edge technology, the purchasing or renting process has changed a lot in recent years.
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Real Estate Market Still Warm
In the midst of the economic crisis caused by the pandemic, the real estate market in Santa Catarina has grown and continues to rise. Experts assess that the boom in the sector remains, although a more discreet discharge is expected for 2021.
If last year the sale of real estate increased by 26% in the country, according to the Brazilian Association of Real Estate Incorporations (Abrainc), this year the expectation is that it will remain at 5%, according to a survey by the Brazilian Chamber of Construction Industry (CBIC). In the state, demand increased by at least 30% over 2020.
Digital marketing in the real estate sector improves the interested person's buying experience, breaking some barriers:
- It is safe, fast and with greater freedom to choose a multitude of properties online
- It allows virtual visits throughout the villa that allow the buyer to feel and choose their home.
- The Mobile Applications Development allows the buyer not only to search and settle for a property, but also rent or even buy a house or apartment with few clicks.
Advantages of digital marketing for real estate
Forget the traditional ads in newspapers or sales classifieds, they are already out of date. Your real estate needs to be on the internet, because that's where most of your customers are.
Digital marketing can boost your real estate results with an affordable investment. Importantly, most of your competitors already use real estate marketing and if your company does not have a well-defined and aligned strategy, you are losing market space.
Check out the main advantages:
Mark recognition
No one in their right mind goes around ripping money. So before closing a deal, consumers look for reliable real estate. Above all your real estate needs to have a secure website and preferably educational content. Put your brand authority to work, demonstrating that you dominate the real estate sector and that you have the expertise needed to serve the customer.
Engagement and sales
With a better structured and specifically prepared website to meet your audience, engagement will be much greater. And it is clear that this process generates more sales. But, as mentioned earlier, digital marketing goes far beyond having a professional website.
Other strategies such as email marketing, Google and social networks improve the connection between real estate and the public, as well as the much desired sales chances.
Get visibility
The saying is beaten, but it fits well in that advantage. Remember, those who are not seen are not remembered. Being on the Internet is no longer a good possibility and it has become an obligation. But with the competition so tight it's hard to stand on top of Google.
So, only with digital marketing strategies for real estate that your company will get visibility to reach the right audience.
Tips to put into practice and get success on the digital
Buying or renting a property requires a lot of research and planning, as many questions are involved in this purchase decision. The main factor is to generate the right content for the right time, or rather, focusing on the right stage in which the interested person is on this journey.
I brought some proven tips in the day-to-day National Vox, in work done with our customers, so you know the right way and achieve your goals:
Have a nice website
You don't even have to say that the website will be your business card. Therefore, it needs to be responsive, offer a good experience to the user and have content that above all add the necessary value of each product, whether to sell or rent.
Choose a good platform to build your pages and have search fields, right at the top or highlighted so that the interested person can quickly search and search for what he wants.
Email Marketing and segmentation
Many people who are looking for real estate prefer to receive information and contacts via email. Thus, they find more time to analyze the offers and draw their conclusions, besides having access to the graphical resources, details and information needed (and organized in writing) to analyze the situation calmly.
Segmentation in the email is of special importance. Try to create automations that present options and market news that are aligned with what each customer profile is looking for, and for this you should organize these audiences for common interests.
A good tactic is to put on your contact or capture forms, a field asking what minimum or maximum value the person intends to invest in the purchase or rental of a property.
E-mail is also a great channel to narrow the relationship with the customer. Messages on commemorative dates, helpful tips and invitations to events, for example, are good ways to fix real estate in the customer's mind, making him remember the brand at the time he wishes to search for real estate.
Good content makes a difference
Sending educational content about real estate and real estate processes are strategies necessary to qualify contact, advancing it towards purchase.
Use the shopping journey as a parameter for shipments at each step. Some content formats that make sense in the long-term purchase journey:
- Blog articles giving tips on financing, decoration, real estate trends;
- Neighborhood Guide as eBook showing the potential and characteristics of each neighborhood where the real estate company operates;
- Exclusive videos with decorated property, interactive virtual visit with the broker;
- Drone images showing each stage of the work, if it is a project under construction.
- Landing Pages offering free Real Estate Consulting, through registration of the interested party answering targeted questions;
*Remember that the sky is the limit of creativity, and it is also necessary to reserve part of the digital marketing budget to create these materials.
Notices paid for traffic
Attracting leads and customers who have the profile your real estate developer wants for the site and products is one of the most challenging tasks in digital marketing. Don't think organically (without paid media) you'll be standing out in the competition on the front page of the searchers.
As it is a very competitive market, full of brokers and many real estate being sold or rented by more than one real estate or portals, investing in ads will make your search for leads and qualified customers possible.
Google ads work well to target your audience by region, interest, or economic profile. Use key words targeted for products, preferably long tail. Ex: 2 bedroom apartment with suite in Jurerê International.
Social networks also prove to be efficient for attraction, with sponsored posts, and can offer various types of content that lead to some contact with broker or the site itself. Taking traffic to what you have to offer is the certainty of greater possibilities of negotiation.
Count on Experts to help with your marketing project
Many entrepreneurs need to devote some of their precious time to developing digital marketing practices and even investing in specialization through courses or specializations. However, there is no magic formula that can make your real estate grow.
Digital marketing requires experience, but also knowledge. So counting on the help of experts can be a great solution. If you don't have the time and arm to venture into digital marketing alone, try hiring a digital marketing agency, which will be able to put your real estate property on top.
With solutions already tested and a lot of investment in knowledge, an agency is able to develop not only the strategies mentioned in this article, but also other strategies designed exclusively for its brand.
The Nationalvox is a high-performance digital marketing agency. With more than 16 years of market, we provide experts prepared and trained to optimize the results of your real estate.
Conclusion
Even if you are a well-known broker and have many contacts, it is essential to make sure that any and all profile created on the internet is corporate, this is essential for any digital marketing strategy for real estate.
Social media (Facebook, Instagram, Youtube, LinkedIn) has the option of establishing their profile as a company and the way they establish it, to differentiate the physical person from the legal person or even public figures.
The differential of the company profile is to offer metrics and other complementary tools of the platforms. Metrics are one of the most important factors to put digital marketing into practice and, above all, to keep it healthy and profitable.
