Technology is evolving so fast that if we could tell writers of the past all the things that our cell phones can do, they would probably tell us that we are crazy. It is only natural that real estate marketing, most traditional niches, needs to adapt to this new time.
New ways to connect with the public and win customers are necessary to stay current and relevant in all areas. And digital real estate marketing is no exception.
If, on the one hand, there is infinite potential to innovate and grow, on the other, it can be tricky to keep up with what’s new. Resisting change and sticking to decades-old formulas may seem like a safer way.
Advantages of digital media
Few companies have the resources to pay for television, radio, and print ads in magazines. Traditional media value themselves in scarcity, in a structure that makes their access always restricted and, therefore, very expensive. Magazines, radio, and television are mass media. They allow your company to communicate with millions of people at once, and this is very good, but it may not be the most suitable for your company and real estate marketing.
The costs are high, and there is less efficiency, as not the entire audience is suitable for its launch. Inverting this logic, digital media allows segmenting the public to be impacted by messages.
In traditional advertising, the communication process has several stages and intermediary companies: video production, communication agencies, media bureaus, broadcasters, printers …
For digital real estate marketing, you can even count on some companies’ help to produce content or set up your campaign. Still, the current simplicity is so great that many campaigns are carried out without intermediaries.
A simple campaign can be created in minutes. The most complex part, which includes management systems and a large connected network of people, is ready. You have to choose your message, your target audience, and how much you are willing to invest.
Ability to measure results
Technology’s characteristic is that several details of a digital real estate marketing plan can be measured and evaluated in real time. It is not easy to count how many people have seen a billboard or how many calls a brochure has generated for the sales industry.
However, a newsletter’s open rate or the number of clicks on a call is computed and shown on a panel immediately. Figures such as the length of time a reader stays on the site or even the distribution of public attention on a page are closely monitored and show if there are problems in defining or executing the strategy.
Possibility of adjustments
One of the benefits related to the measurability of digital marketing is that if you notice that something is not right, you can change it. In digital real estate marketing, it is often possible to make adjustments instantly and correct the progress of the action.
Invest more in it and see if you can accelerate the results.
Even during the campaign, several variations of its pieces can be tested and measured, favoring those that are most successful. The result of all this? Much more results, with lower cost and fewer hours of work invested.
Digital real estate marketing step-by-step guide
Digital Real Estate Marketing has a sequence very similar to traditional actions. The main differences are the agility in the processes and the reduction of risks.
Step 1: Understand your product.
It is necessary to understand the characteristics of the properties we are promoting fully. What are the defects and qualities? What arguments would make you buy this property? Is the value above the market average? Try to understand the neighborhood and the city because the location is the most important characteristic of an enterprise.
People buy more than real estate. They buy stories, lifestyles, dreams for the future, and manifestations of their personality. Understanding this is essential to connect with the desired audience and delight them with your offers.
Step 2: Understand the market.
There is no magic formula that connects with everyone. Each niche market is made up of completely different interests and life histories!
The focus should not be on differences but on common points. What are the trends and desires of this audience? What are the differences between people buying 3 or 4-bedroom apartments? How are the buyers of roofs, lofts, and sites?
Most buyers are looking for real estate in the region where it already lives or works. People want what they already know.
Step 3: Focus on strategy
Having understood the public and the market, it’s time to focus on the area that overlaps these two: strategy!
Sometimes the strategy is to have more than one strategy. Remember that people buy real estate for different reasons.
For each pair of audience x product, these responses change. For this reason, accept that the strategic definition in modern real estate marketing is not to have all the answers from the beginning but to undertake the search for them at all times.
Step 4: Execution
Time to get all the work out of the paper and put it into practice. Once all actions are defined, schedule to perform all steps systematically. Organization and planning are the keys to ensuring that all definitions are being followed to the letter and that there will be enough time to check everything before making new investments.
When synchronization between traditional actions and digital actions is necessary, centralize traditional media deadlines. Delays from suppliers, works, deliveries of printed material, and other facilities are more difficult to predict and control, while the digital part can be started with more control.
Digital real estate marketing actions that every business needs
The digital real estate marketing process has four main steps. Digital marketing helps you get to sales in less time and more efficiently. The graph below shows a simplified view of the process.
Your first task is to draw people’s attention to your business. In digital real estate marketing, the main tool for this task is online advertising. Since most people access the Internet regularly, you have an efficient way to reach your audience, whatever they are.
Advertising on Google is certainly the most common option for online advertising. Their messages appear on the search results pages, in addition to a huge network of partner sites, called the Display Network.
Google is not the only option. Other search engines, such as Yahoo and social networks, such as Twitter and Facebook. Maybe even Linkedin, if your audience is business. One thing is for sure: there are dozens of options for you. Research and choose one or more ad networks appropriate for your campaign.
Many digital marketing campaigns focus only on online advertising. Remember that this tool only serves as a first-step alternative to winning over your customers.
Pages and profiles on social networks
Pages and profiles on social networks are not just for advertising! They are also very important for interacting with your audience. It is possible to receive comments, suggestions, and questions from the public, answering them directly on your page.
Care is needed in choosing the language and agility in the interactions. Therefore, it may be a good idea to designate a person responsible for the messages’ mediation and response, ensuring a good experience for your consumers and followers.
A common mistake is to create a profile on the networks without using it for anything. Please do not do that.
Website of your company or enterprise
Owning a website on the Internet today is a requirement to be recognized. People search the Internet for the information they need and increasingly check companies’ reputation with whom they do business before closing any purchase.
Your enterprise’s website can be an online catalog, a directory with various properties and works, or just a “virtual card” with your name, address, and contact details. But whatever the format, it is important to make a clear presentation and deliver the information your audience needs in an uncomplicated way.
Nowadays, the main way to access information is through the screen of a cell phone. It certainly happens to you too. Emails, social networks, WhatsApp, and websites bring content daily to your cell phone. Check out how your site looks on smartphones. The percentage of people accessing the Internet is increasing.
CRM – customer relationship management
The sales process is building a relationship. For the sales team to maintain and deepen their contact with potential customers, the first step is to have these people’s data.
In online or face-to-face relationships, get as much information as possible. Ask questions and write everything down.
The market has changed and continues to evolve with ever greater strides. Today it is not enough to carry advertisements and propaganda to win over the public. It is necessary to involve you in rich and memorable experiences.
Technology proves to be a fundamental ally for this. From the online presence to the communication by email and reaching the point of sale and personal interaction, it allows for more personal, personalized, and – who knew – human contacts!
Leads360 is ready to help its customers succeed in this new world, with technological and market know-how to create professional experiences through large-format interactive screens.