The World Wide Web is hitting the real estate industry with full force. As a result, the industry is making the most of this opportunity by embracing digital marketing trends to stay ahead of the competition and drive leads and sales.
Don’t miss your chance. In this article, we share with you all the trends in digital marketing for real estate that you should implement in 2022.
Digital Marketing For Real Estate In 2022
As more and more people are using the internet, marketers all over the world are using this medium for their marketing strategies.
As a member of the real estate industry, you too need to adapt to these changes.
You see, in the last decade, people have been buying homes differently. People now research online before buying a product or service. A 2018 study, Real Estate in the Digital Age, found that 50% of buyers found their homes online.
Thus began the boom of digital marketing in the real estate industry.
In case you’re not up to speed: Digital marketing refers to any marketing effort that uses electronic devices or the Internet.
This includes search engine optimization, online marketing agency, the use of social media, and other strategies that allow your business to reach your target audience online.
In this regard, most if not all brands have already established an online presence.
However, due to the thousands of competitors, not every real estate company triumphs.
That’s why you need a strategy that you can apply over the next year and years to come.
So how can you go about it? Head to the sections below to learn more!
Tactics For Digital Marketing In The Real Estate Industry
There is no magic formula to increase the number of real estate sales. You want to observe a bunch of guidelines and rules for your image. Therefore, here is a list of real estate tactics that you can use in your online presence in 2022:
Strengthen Your Brand
Before you start your online presence, you must first understand your brand.
Many brands have set up their website and social media accounts but then stopped.
Why did this happen? Because these companies don’t have plans.
Digital marketing requires careful planning. Part of the planning phase is to determine your goal, your target customers, and the tools or tactics needed to achieve each goal.
Establish Your Goal
The first thing to keep in mind is a review of your business goals. Do you have a goal? Is it set every month or just once a year? It should be specific, measurable, achievable, realistic, and time-bound (SMART), Or do you need to change some of them?
Analyze your goals carefully, as they are a key factor in analyzing the right strategy for your business.
Remember that each goal corresponds to a different tactic. You may have a goal that can be better achieved with a video campaign than with a blog article. Therefore, it should be thoroughly
examined.
Identify Your Buyer Persona
You also need to understand your potential customers. You can do that by putting together a buyer persona.
In case you don’t know it yet: A buyer persona is a semi-fictional representation of your ideal customer. Since you may already have previous customers, this will be easy for you since you already have customer data that you can use to visualize your potential customers online.
Remember that the buyer persona should be a combination of demographic information (which includes location, age, income, and position) and psychographic information (which includes goals, hobbies, interests, and priorities).
Analyze The SWOT
Also, identify your company’s strengths and weaknesses and use them to look for opportunities and threats you might face in the future.
For example, your real estate company may only have ten brokers, which could be your weakness. However, your strength is that these brokers can sell more than their quota each month. Therefore, hypothetically, you want to hire more enthusiastic brokers, which may be an opportunity to grow your business. However, this can also harm your agents as they will have more competition in your business.
As the saying goes, “prevention is better than cure.”
Therefore, analyze the strengths, weaknesses, opportunities, and threats (SWOT) of your business and make sure that when you build your online presence, you connect this analysis to it.
That way, you’ll already be prepared for any challenges your company might face on the road to digital real estate marketing.
So, as you build out your online presence, be sure to clarify your goal, identify your buyer persona, and conduct a SWOT analysis of your brand.
Optimize Your Website
One strategy you should never forget is to optimize your website.
Many marketers fail at this task and you should not let this happen as it will reduce the impact of your brand.
Invest In Your Website
The first thing you should remember is to invest in a professional website. Buy a domain name and hosting.
Why would you need that when there are many websites like WordPress and Wix that offer free domains? Since you are your brand, you should strive for a professional look.
Creating a free website in any homepage builder may not cost you a dime, but over time, your company’s credibility will likely diminish.
If potential customers find out that you didn’t even pay for the website you use, they will surely doubt your credibility. They don’t even spend money on a professional website, so why should they give you their money, right?
Provide Information About Your Business
Also, don’t forget that you also need to provide information about the nature of your business.
Create an “About” page on your website that reveals the name and purpose of your business. Also include information about how potential customers can get in touch with you. Include your email address, location, phone number, hours of operation, and other details. You can even show them a map with your business address and social media links.
Make sure you do this, as it will make it easy for your potential customers to get in touch with you.
Present A Visually Appealing Storefront
Another point to keep in mind is to make your website a showcase. Internet users may not have the time to visit your company’s premises, but you can help them by making your website a place where they can find you.
If you’re in the real estate business, you may have a lot of new listings for homes you want to sell. Therefore, use your website to help sell these homes. Post photos or videos of the listings and make them available to share on social media.
This way, you not only interact with your potential customers but also make this a means to attract new customers to your website.
Make It A Friend Of Every Device
Finally, make sure your website applies to other devices.
Granted, people don’t just use a computer to access the Internet. Others use different devices no matter where they are, such as cell phones and tablets.
For what reason would it be advisable for you to streamline your site for all gadgets?
Consider the following example. A prospect wants to visit your website using their phone. However, your website is not compatible with mobile devices and takes a long time to load. As a result, the prospect may find another real estate website and never come back to your website.
Remember that people also use cell phones, tablets, laptops, and other devices that may also use different operating systems.
So as part of your tactics to attract new customers, optimize your website for different devices.
Build Out Your Social Presence
Agree that more and more people are using social media, and by users here we mean your target customers.
Nowadays, your clients might be interested in other real estate agents because you don’t have a social media account for your business.
So, you need to set one up and link it to your marketing strategy.
How can you do that? Well, read the next paragraph to find out what you need to do.
Optimize Your Company’s Profile
First things first: just as you build your website, you need to optimize your business profile.
Include all the necessary details like your contact number, address, and how to reach you. You can also include testimonials and testimonials from your past customers to give your business real credibility.
Connect With Your Audience And Engage
Social media is also used so people can connect. Since you are also using these mediums, your goal is to connect with your potential and past customers.
When you connect with these people, you should not only promote them but interact with them. Provide various forms of content that are valuable to them. Build a relationship with them by responding to their comments. Value them by offering them discounts, etc.
Remember that authenticity is key on these platforms.
Add A CTA
Finally, add a CTA to each of your articles. This can be a call to action for the audience to visit your website, sign up for your newsletter, etc.
Remember that you are using a social media account to attract more prospects. However, to convert them, you should always promote your real estate company’s website, as this is the main place where the conversion happens. So, you see, websites are very important!
Whether you use your website or your professional social media accounts, you should always create content on these platforms.
As Bill Gates said in his 1996, “Content is the key.”
It is the key to building your brand and engaging with your potential customers to turn them into buyers.
Therefore, as part of your digital marketing company strategy, you must also provide content for your target customers.
Create Useful And Engaging Content
Whether you use your website or your professional social media accounts, you should always create content on these platforms.
As Bill Gates said in his 1996, “Content is the key.”
It is the key to building your brand and engaging with your potential customers to turn them into buyers.
Therefore, as part of your digital marketing company strategy, you must also provide content for your target customers.
Use Appropriate Content
First of all, remember that content includes not only blogs but also photos, videos, GIFs, audio, infographics, etc.
Remember that each type of content has its benefits and you should use it according to your strategy or what works best for your audience.
For example, you want your potential buyers to know what the house you are selling looks like from the inside. Therefore, think about taking photos or shooting a video. While photos are a great way for your potential buyers to see the inside of the home, a video is a better option because you can walk through the home and explain the inside.
Create Value
In addition, your content should have value. Creating content that interests your potential customers is a great thing to do to build a relationship with them. However, you also need to make sure that your content is useful to your target customers. This way, they will keep coming back to your website or account.
You can do this by posting content that shows visual tours or open houses, tips and recommendations, a behind-the-scenes look, tours, etc.
Add A CTA
Next, always include a call-to-action (CTA) in each of your pieces of content.
You should use CTAs to ask your visitors to do something. You can ask them to join your mailing list and offer them a discount in return.
Remember, when you use a CTA, it needs to be compelling so that you achieve the goal you wanted when you created the content.
Publish Content Regularly
In addition, publish content regularly. Once a day or five times a week is not bad.
As part of the process of turning your prospects into buyers, you need to constantly remind them that you are always ready to solve their real estate problems.
You can do this by creating a publishing calendar. If you find it difficult to publish manually, many online applications can help you automate the publishing of your content.
Connect The Content To Your Goals
Finally, your content should always be linked to your company’s goals and philosophy.
That’s why we started by reinforcing your brand because it will make it easier for you to create content that is linked to your business goals.
Develop An Email Campaign
Most people on social media have an email address, and even if they’re not on one of these platforms, they probably do.
So why should you get their email address?
Simple: because an email campaign is a way to ensure your content reaches your potential customers.
Build A List Of Email Addresses
You can develop an email campaign by first creating a CTA in each content item that asks your visitors to join your email list.
But of course, no one will want to provide their personal information for nothing in return, so make sure your content is always valuable and useful. You can also offer them free reviews, tests, or demonstrations.
When using such a marketing strategy, remember that it’s not enough to receive their emails. That’s just the beginning.
Make Sure It Matches The Content
Once you get your potential customers’ email addresses, you need to provide them with relevant content.
By relevant, we mean content that has value to them. Not everyone on your email list has already decided on your services, some may still be in the process of searching and buying a home. Therefore, only send content to email addresses that you feel are relevant to that content.
Personalize Each Email
However, before you send your first email to your prospect, personalize it first.
Remember that an email is additionally an illustration of content. Write a subject line that clearly states what you want to accomplish with your message. Personalize it this way, as if you were sending an email to someone important to you.
Promote Your Brand
Advertising is another way to expand the reach of your brand’s target customers.
As the Internet evolves, businesses like yours have many opportunities, and one of them is to advertise your brand.
Where on the Internet could you advertise?
Choose A Platform
You can choose to advertise on search engines or social media platforms.
Google, the largest search engine, offers you the option to advertise through Adwords. Other search engines like Yahoo and Bing also offer you this service.
Social media platforms also offer this service. Some of them are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.
However, before you choose a platform to promote your real estate business on, you should first check out the following points.
Choose Your Payment Options
The first thing you should keep in mind is how you will have to pay for the advertising service.
You can pay for it on a cost-per-click basis, which means that you only pay when someone clicks on your ad.
The second option is to pay per action, where you know if the person who clicked on your ad took an action or visited your website.
You can also pay advertisers via cost per thousand impressions, which means that you only pay if your ad is shown to a viewer thousands of times.
Facebook also gives you the option to pay via cost per likes, which means when a user likes your ad.
Keep in mind that these payment options vary from platform to platform. So, it’s best to read the agreement carefully before you start advertising.
Track Progress
You should also keep track of everything that happens during your advertising campaign.
Whether you use social media platforms or search engines, you should track the effectiveness of your ads. This way, you can analyze what your ad campaign still needs and whether you should end it.
Analyze The Result
Finally, whether you failed or not, analyze the results of your ad campaign. See what didn’t work and how you need to fix it.
Then, launch another campaign for your brand and use the data from the past to achieve your goals.
Use Different Tools
Every platform on the internet offers different services to real estate companies like yours.
So, what do you need to do? Use them!
Some of them are either free on the platform you use or you have to pay a certain amount. However, invest in the tools you need for your digital marketing strategy.
There are many different tools you can choose for your strategy, from creating your website to analyzing different campaigns.
Digital Marketing Tools
Here are some of the tools you will need:
1. Asana – This tool helps you manage all the tasks of your employees in one place.
2. WordPress – It helps you create your website and set up other elements that you need to run the website.
3. Google Keyword Planner – This tool helps you identify potential keywords that you need to create content.
4. Canva – Helps you create visual content.
5. Lead Pages – With this tool, you can create and optimize landing pages.
6. SumoMe – This tool lets you track the behavior of potential customers on your website using heat map and content analytics.
7. Hootsuite – This tool helps you schedule and review all your social media posts in one place.
8. MailChimp – Helps you automate your emails.
9. Feedly – This tool helps you gather all your favorite content in one place.
10. Google Analytics – Use it to get important data about your website’s performance.
Leverage The Power Of Social Media
Since you also use social media platforms, it doesn’t hurt to use the accompanying features as well.
Some of the features you should use in these platforms include analytics, live video sharing, stories, polls, keyword searches, and chatbots.
Remember that the best thing you can do on social media platforms is to direct customers to your website.
As mentioned earlier, these platforms are a way to attract more prospects, but to convert them into customers, you need to get them to your website.
Obtain Reliable Leads And Testimonials
The last tactic you should use is to increase the number of reliable leads and links for your real estate business.
On the internet, most people don’t know what your business is about. So, if they come across one of your advertisements, there is a high chance that they will not use your services.
That’s why you should increase the number of references and trusted relationships.
Ask For References
If you have exceeded the expectations of your former clients, you can easily get referrals from them.
You can simply ask them to tell others how great your services are or post a photo of their new home on their social media accounts. This way, you increase “word of mouth” for your brand, both online and offline.
In the process, people who have read or know about your services may become your potential customers or recommend you to others without even using your services.
Get Credible Leads
Another way to increase your credibility in the industry is to get trustworthy leads.
It is very important to get trustworthy leads as this is the key to increasing the number of potential customers who will soon become your clients. This way, you will get more sales.
How do links affect your sales?
You can do this by continuing to create content and link to other businesses related to your industry.
For example, since you are in the real estate industry, you could link to furniture business owners. If they have a website, mention your brand, and even link to theirs, you already have a credible connection.
If the users of that website are interested in your services, they will surely click on your link.
This way, you will have new potential customers that can be converted into clients.
Conclusion
Millions of people are already using the internet. Therefore, the real estate industry is also using this medium to attract more customers and increase sales.
However, it is difficult to achieve this goal if you don’t have a strategy. Therefore, here is a list of digital marketing tactics you can use in 2022:
- Strengthen your brand.
- Optimize your website.
- Build your social presence.
- Create useful and engaging content.
- Develop an email campaign.
- Promote your brand.
- Use a variety of tools.
- Acquire credible links and testimonials.
So, use these tactics for your real estate business to increase your sales!
A digital marketing company is just what you need!
However, if you’re struggling with your digital presence, you don’t have to worry anymore because ESTRAT digital marketing agency can solve your problem!
ESTRAT is one of the leading digital marketing and social media agencies in the Philippines. The company will help your brand grow with its updated, modern, and effective online marketing strategies. This guarantees you that ESTRAT will provide professional services that perfectly fit your business!
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