The real estate sector has undergone turbulent changes since 2020. The pandemic made real estate companies have to reinvent themselves and find new solutions to operate effectively and safely.
It's a digital game of giving and receiving amid the uncertainties of the economy. The way real estate agents interact with sellers, buyers and tenants has changed dramatically.
Now more than ever, marketing and real estate transactions are moving towards improved digital solutions. Companies that best adapt will be those prepared for success in the years to come. It is possible to gain the equivalent of several years of territory and compressed market share in a year or less.
The key to success is to quickly transform parts of your platform into systems that are delivering results. Investing in digital tools and strategies is no longer a luxury but a necessity for companies to grow.
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Discover three advantages of digital marketing for your real estate:
1. Mark recognition
Before closing a business, consumers seek to find reliable real estate. Having a secure website that holds visitors with educational content and not just sales ads helps in engagement. Try to demonstrate that you dominate the real estate sector and have the expertise needed to assist the customer in what he seeks.
2. Increased engagement and sales
With a better structured and specifically prepared website to serve your audience, engagement is also greater. And it is clear that this process generates more sales.
But, of course, as reported, digital marketing goes far beyond having a professional website. Several strategies such as email marketing, Google and social networks improve the connection between real estate and the public, as well as the chances of sales.
Using conversational marketing, as we have already highlighted in this article here in Blog, it shows a differentiated opportunity for real estate, with chatbot helping in the care of interested and leading to a funnel sales.
3. Greater visibility
Remember the famous phrase “Who is not seen, is not remembered?” Being on the Internet is no longer a good possibility and it has become an obligation. But with competitiveness so fierce it's hard to stand on top of Google.
Therefore, only using digital marketing strategies for real estate that your company will gain visibility and can reach the right audience.
How to do it in practice
Aiming to attract the public seeking solutions in real estate, digital marketing for real estate should have as pillars: define the goal, meet their consumers, score their differences, analyze investment, choose communication channels, perform tests and carry out the campaign.
Understanding better step by step:
Setting Objectives
Businesses that are adapting to the digital environment need to strengthen the perception of their brand through the competitors available on the internet and nothing like doing a good campaign to get there.
The first step is to draw a strategy and define the purpose of the action, of course the idea is always to sell more, but there are some ways to do so such as: generate leads (potential clients), registrations, links, physical visits, downloads, among others.
Getting to know your consumers
Who has an interest in the solutions you offer? The answer is: your target audience, but it is not made up of equal people. Each consumer has specific needs that require different approaches and actions, so to create strategies that really achieve the expected results, you need to filter these contacts.
It is important to highlight that for each project there is a right audience, for example, if I will work with a high standard, my audience is one, now if the focus is real estate attended by the program “My House My Life” the audience is another.
So it is important to know the consumers well of each action, so as not to waste time or investments attracting the wrong audience.
To gather information such as age, gender, social networks, idols, anxieties, needs, fears, all this is important for your communication to be assertive and to have an ROI (Return on Investment) expected.
What's your real estate look different?
In such a competitive market offering differentials is part of the game, after all for you to attract your customer's attention it is interesting to stand out somehow.
But how do we find out this differential?
If you have a company, it's because you have purposes and goals, right? So think about what motivates you, your decisions, and especially the positive experiences you've had with each client.
Small companies can also have great differentials, can be a service in excellence, approaches, cost-benefit, locate what is yours.
Investment
There is no right formula for how much you should invest in your marketing actions, especially because it involves a number of factors that vary a lot from business to business.
Knowing what your recipe is is the big start. What would be the ideal value for you to invest and for how long would you like to invest? Search and plan your priorities.
Digital marketing for real estate does not work miracles, investments are needed, but being done wisely is very worthwhile!
Diversified channels
The means where you connect your company to consumers matters and much, through them you can create proximity and relationship, even at long distances. The most used by digital marketing are facebook, Instagram, YouTube, email, mobile messages, chatbots, but as I said earlier, the indicated is to have a good website to pass credibility and market positioning to your customers.
And it's not enough to have social media profiles, having a good website is fundamental. All platforms are complementary and none replace the other, even because each has a different function.
Create a professional website, responsive and optimized, with specific filters that help consumers locate real estate according to their needs, is essential.
When I speak of responsive website, it means having a versatile layout that adapts to various types of devices, that is, it should fit to the phones, tablets and other devices used by your client.
Another important point is to structure a landing page to return your site to conversion and use chatbots in your online service.
Chatbots are dialogue windows that open when the user enters a site and simulate a service performed by humans. It is a program that helps to serve your customers by offering quick answers as if it were a person on the other side, which ensures more personalized service.
It is also important to develop value content to rank on Google organically. Using keywords and SEO techniques are excellent options to improve these results.
Email marketing approaches and whatsapp messages remain very effective. Betting on multiple media is an excellent strategy, but it requires keeping frequency to keep the presence.
In addition to this, it is important for a full digital Real Estate Marketing to continue investing in the large real estate portals (Zap Real Estate, Real EstateWeb, etc.), and to use storytelling in your ads.
Toolbox
Having good tools to work on your marketing is key. Use software that allows all company information to be administered in the same interface. They are professionally developed platforms that take into account the demands of this type of business.
There are several options in the market. Just Google it to find it. Most allow a free trial and support for site creation and settings.
As lead generation and nutrition is required to work out the steps of the consumer's purchase journey, consider having an inbound management tool where you can create and send email marketing, landing pages and automations to strategies.
Google is a great ally
It is no use focusing only on boosting with social media posts to sell or rent apartments or houses.
Digital real estate marketing should have Google as a priority channel to achieve traffic and conversions. And that's proven in the market.
No other source of traffic, including television, radio or print media, can identify a genuinely qualified apartment buyer like Google Ads can, as long as you set up your campaigns properly.
Your main objective com the AdWords in real estate marketing is always narrowing and focusing your reach, excluding more and more unqualified traffic, so you can invest as much as possible in the most qualified traffic.
Content that generates value
Selling an apartment can become a long and tiring process. For this reason, try to segment your leads for interest in order to direct the best campaigns with specific content for each stage of the possible buyer.
Use fields in forms as “what value do you intend to invest” (give options with full values. Ex: over R$250,000, over R$500 thousand, etc.). Or “which neighborhood is your favorite to live in”.
Help your potential client run funding simulations, for example by creating a landing page where you can offer this in exchange for a registration.
Another right tip is to create a Blog with articles on real estate matters (dicas, behavior, purchase, sale, news). You can concentrate your main content on this channel, to also seek organic growth.
Offer rich content as a neighborhood guide (it may be an eBook), or images by tourist drones, squares, parks, infrastructure that can convince the possible buyer that he will be making the right choice.
Conclusion
With the pandemic still causing locomotion restrictions and sanitary rules, many real estate owners are offering virtual visits through video-call apps, with the broker making a kind of live to take away all the doubts of the interested parties.
Do not give up diversifying marketing formats, try all the possibilities, including unifying outbound with inbound marketing. Include brokers and sellers in CRM tools integrated with management platforms, for construction and improvement in the process as a whole.
