Digital Real Estate Marketing: Discover the 18 Strategies in Inbound Real Estate Marketing for 2022
Digital Real Estate Marketing strategies have changed over the years, with more touchpoints and tactics targeted at buyer-persona behavior and their main challenges at each stage of the buying journey.
Inbound Marketing or attraction marketing works within a methodology to Attract, Engage and Delight your customer. Therefore, it would be best if you were in the right place, with the right information, and at the right time for your decision-maker.
Inbound Marketing reaches multiple touchpoints with decision makers with the right content to attract the right people to your business. After all, unlike traditional marketing, through the Inbound methodology, real estate agents can talk to the right person at a reasonable time.
Within Marketing strategies for the Real Estate Market, we can find a variety of specific actions to delight your client to invest, conquer their own home or even rent a property.
In such a competitive market, acting with the proper positioning and a strategy aligned with the pain of your decision maker is crucial for success.
Keep reading this article presented by Sky Marketing; we will go through the following topics in detail:
- How does Real Estate Marketing work?
- Why is it important to know your decision maker?
- How to create a customer-focused strategy?
- What are the best strategies for the Real Estate Market?
How does Digital Real Estate Marketing Work?
For any business relationship to be successful, there must be trust. Trust is the basis of any relationship between people, and marketing is just the “vehicle” that will help your company gain your potential customer’s trust.
Unlike traditional marketing, it is possible to measure data and optimize results with more qualified and efficient lead generation based on the customer journey in the digital environment.
Let’s understand how this process works today. A potential buyer wants to find a property to buy, and what he seeks is the best result through Google. He will click on a link, go to a website, and view the property, images, videos, information, and location.
Based on this simple illustrative path, he may or may not contact you, depending on your search and viewing experience.
In general, Digital Real Estate Marketing will strengthen your structure and digital presence for the generation of qualified leads with the predictability of ROI, ROAS, Investments in monthly Ads, and control of the operation with analysis of the behavior of your buyer-persona.
The main challenge of Digital Marketing is to reach the potential customer according to their purchase journey, offering the best experience to their persona, and making conversion rates predictable and scalable for the business.
Why is it Important to Know your Decision Maker?
The best way to understand why it is important to know your decision maker or buyer persona is through the following situation. Imagine trying to sell a property to those who don’t want to buy or produce content for those who are not interested in consuming, for example, real estate videos with analysis on Youtube.
It would be horrible, wouldn’t it? However, knowing your persona is essential for a successful Real Estate Inbound Marketing strategy, as all work will be developed based on needs, anxieties, motivations, demographics, and much more.
Your persona is your “north” to success. Without it, your real estate company will reach the wrong people, generate leads that are not qualified, and invest huge amounts of money in advertising without achieving the expected results.
Here are some quick tips to get you started:
- Give your persona a name;
- Define a job;
- What is the age;
- Highest level of education;
- What are the preferred social networks;
- Activity sector;
- If it is B2B, what is the size of the company;
- A preferred form of communication (WhatsApp, Email…);
- Professional Responsibilities;
- Where to look for relevant information;
- Objectives or Motivations;
- Biggest Challenges;
- Personal History;
You can also use Hubspot’s Free tool to drill down to your decision maker.
How to Create a Customer-Focused Strategy?
Your real estate builder or developer will be successful if your customers are successful. Therefore, creating a real estate inbound marketing strategy focused on the customer, their pains, and motivations will contribute to the increase in business revenue generation and mainly to general satisfaction, brand growth, and referrals to friends or family.
That way, with satisfied customers, your business grows more, builds trust, and strengthens relationships with your decision makers. For example, overseas price is famous among the public because its management has created and sustained a customer-focused marketing strategy.
After you’ve mapped your ideal customer, it’s time to reach and positively impact them through the communication channels they use, with the right and relevant content at the right time.
As we pointed out earlier, an Inbound strategy fully focuses on promoting the best experience for your customer, at any stage of the buying journey, through Attraction, Engagement, and Delight methods.
Inbound goes far beyond marketing; it delivers a holistic experience for the decision maker, acting as a source of reliable resources and offering the best experience at any point of contact with your company, regardless of the moment.
For you to create a successful strategy based on your customer, you need to:
- Be where your customers are, offering the best content always;
- Act as a source of reliable resources;
- Build trust and empathize with the decision maker’s pain;
- Promote an incredible experience, from your website to the signing of the purchase and sale agreement;
- Adapt your business to deliver success and complete satisfaction at all times;
Start by studying your decision maker and understanding their motivations to buy a property, for example. Homework done? Deliver valuable content according to each stage of the buyer’s journey in the communication channels, which means your decision maker seeks information.
Are you generating leads? Excellent. Offer an experience tailored to your needs, focusing on building a relationship of trust.
Deliver beyond what you promised, and seek to add true value in other ways to your customer—a successful customer results in a more qualified business.
What is the Best Digital Real Estate Marketing Strategies?
There are several actions and strategies that you can outline for your real estate, construction, or developer to win and retain customers, expand your business and build authority with your prospects, and here are the main ones:
1. A Professional Website that Delights and Converts
Your business website needs to be professional, deliver the content your visitor is looking for, and convert that visitor into a lead. This can only happen through User Experience, nice design, conversion strategies, and valuable content.
The main objective of a professional website is to deliver the information that the decision maker is looking for with relevance and objectivity. Therefore, it is crucial that your real estate, builder, or developer’s website immediately earns that visitor’s trust.
Use analytics tools for organic ranking, overall site quality according to Google parameters, and SEO-based content. You can understand more about professional websites here.
2. Invest in Marketplaces if your Decision Maker is there
Marketplaces are great tools to reach your persona, but they are highly competitive and do not help you build branding and relationship with your company.
Marketplaces are powerful tools, having a high organic ranking and investing in sponsored links. You may already know some tools, such as Viva Real, Zap Imóveis, Imovelweb, and many others…
Through them, you will invest in ads to highlight your properties from your direct competitors, which increases your chances of conversion.
3. Use Social Media the Right Way
Your potential customers want to consume content on Linkedin, Instagram, and TikTok, and the question is, are you often delivering valuable content on digital channels?
Use social networks to attract people who don’t know your company and bet on visual quality.
List the top 5 content producers in the industry and use them as a reference to give you a positive starting point. Visual quality content, such as high-quality videos and professional photos, will have better engagement rates.
Also, use social media to interact with your audience and ask questions if necessary.
4. Sponsored Links Work when Used Well
Did you know that, on average, the top 3 positions on Google accumulate 41.1% of all clicks with a given keyword?
Therefore, it is essential to invest in sponsored links to attract more qualified visitors to your website and generate leads with real buying potential for your business.
Remember, quantity does not represent quality. Investing in sponsored links, receiving thousands of visits to your site, and not generating valuable business for the company is no use. The key here is targeting with a good keyword bidding strategy.
5. Focus on your Differentials and the Experience of your Decision Maker
Start by listing your direct competitors, and understand where you can add more value to your solution. Sometimes, defining differentials through innovation does not mean “reinventing the wheel.” You can start by improving your company’s internal processes, for example.
Remember we commented that your client’s success should be your focus? Well, the experience through the points of contact with your decision maker, that is, how your company impacts him and how he relates to it, needs to be unique and remarkable.
6. Do not Discard Physical Actions of Traditional Marketing
On several fronts, having active points of contact with your decision makers represents an integrated strategy for your business. Of course, digital strategies are measurable, but we shouldn’t rule out physical touchpoints.
The idea is that everything communicates with a single message, regardless of the communication vehicle.
So, depending on your budget, invest in banners, signs, magazines, billboards, and so on. Of course, all within a holistic strategic plan focused on your final decision maker.
7. Respond Fast, as Fast as you can
Put yourself in the following situation; you requested some information about a certain property. Still, the responsible broker did not respond quickly, offered poor service, and delivered information you had already consulted.
It’s boring. Therefore, a very efficient way to connect and close valuable deals is to serve your lead as quickly as possible in a personalized and human way.
With this, you will ensure that he had the best experience with your company, and your chances of closing a deal increase considerably.
8. Use the Right Metrics
Tracking the right metrics is the most effective way to ensure the success of your real estate inbound marketing strategy.
But do you know which metrics you should be tracking? Here are the main ones:
- Return on Advertising Spend or ROAS: is a metric that will measure the effectiveness of an ad campaign across digital channels
- Return On Investment or ROI: is a calculation used to measure the results achieved compared to the investment made
- Conversion Rate: It is the result of conversions according to the stages of the sales funnel.
- Click Through Rate or CTR: Shows the number of people who clicked on an ad versus those who saw it
- Customer Acquisition Cost or CAC: measures the acquisition cost for each new customer for your company
You must track metrics that are relevant to your business and that they align with your SMART goals.
9. Use Video for your Properties
Research has shown that by 2022, 82% of all content on the internet will be consumed through videos. That means your business needs to be prepared for this inevitable demand.
Professional quality visual content is a basic requirement. Therefore, invest well and with quality in the best properties of your real estate or project.
Publish this content on the right channels, with an appropriate duration per channel. Also, try to understand the best times for placing this material according to the profile of your decision maker.
- Map the Decision Maker’s Purchase Journey
In summary, the buyer’s journey is your persona’s path from the first point of contact with your company to the acquisition of a product or service.
Within this journey, we have several stages, and understanding each of them will help you create personalized experiences for your customer.
The first stage is the learning and discovery phase, where your decision maker starts looking for “better regions to live in,” “real estate investments,” and even “exclusive regions in São Paulo.” At this stage, he knows the options available according to his search.
The second stage is the problem recognition phase. The decision maker visualizes that living in an interior city can be a good option for quality of life, more space, and comfort for your pet.
In the third phase, we arrive at the solution consideration, in which the decision maker surveys the options in the real estate market, prices, location, and reliable companies.
And in the fourth and final phase, the long-awaited purchase decision. At this point, the decision maker has already found a reliable company and is proceeding with closing the contract.
11. Nurture your Leads in the Right Dosage
Data is critical to understanding what your leads want to know. Some will still be in the learning and discovery phase, while others will be in the purchase decision phase.
Customize the content sent via email to your audience at the right times according to their preferences and behaviors.
Use data as a reliable source of information to deliver content in a humanized way with personalization.
12. Word of Mouth Marketing is Powerful
Word-of-mouth marketing is one of the most powerful tools of all time. Recent research shows that 67% of people are more likely to buy a product if a friend or family member mentions it on social media.
Therefore, the phase of delighting your customer is fundamental to the success of your business. You can also create internal reward-based campaigns for your customers to recommend your business.
Also, be present on your customers’ digital channels. A basic but valuable concept for word-of-mouth marketing is being present.
13. Customize and Humanize your Communication
Transform your company’s communication with humanization. After all, we are human, right? Human and personalized communication generates more empathy and builds trust.
The more human and personalized it is, the more striking it will be for your potential buyer. Start, for example, by personalizing emails or even developing “more personal texts.”
But remember, total focus on your decision maker.
14. Bet on Ads Targeted by Region and Interest
Segmentation is a powerful tool, but it needs to be used well to deliver results. It’s no use segmenting the right way, but with interests at odds with your solution, the same goes for a contrary situation.
Being a timely company is being at the right time, in the right place when your decision maker needs you most, so base your segmentation on your persona mapping.
The more information, the higher the qualification for your company.
15. Use Data the Right Way
The data is there, but what are you supposed to do with it? A successful Digital Real Estate Marketing strategy is based on data for assertive decision-making, with the customer at the center of all your efforts.
With your users’ data in your marketing tool, you should customize each user’s experience based on their interests and stage of the buying journey.
After all, Real Estate Inbound Marketing is based on data to deliver a unique experience per user at every touchpoint with scalability.
16. Attract your Leads
Attract the right people with relevant content and powerful targeting for your real estate, construction, or developer.
The moment of attraction is critical for you to build trust with your decision maker, resulting in valuable business down the road.
Deliver value to your customer, and use SEO strategies to rank your content for the right people. Also, use other communication channels; remember, wherever your decision-maker is.
17. Engagement Strategy
To engage, you need to connect and build trust with your audience. So, nurture your audience according to their interests and stage of the buying journey.
Become a source of relevant and timely content, gradually leading this decision maker to the next stages of the purchase journey.
This nurturing can happen through email marketing, newsletters, YouTube channels, etc.
18. BONUS: Delight Customers and Grow Exponentially
Enchant means, in this case, to be suitable for your client. Use marketing automation tools to deliver value with personalization and send surveys to your customers.
For example, understand the average satisfaction of your portfolio and where you need to improve. Using methods such as NPS or Net Promoter Score is also interesting.
If your customer is successful, your business will be successful. And a successful Inbound Real Estate Marketing strategy is based on the customer!