We will all have to go through the real estate market at some point, whether buying, selling or renting a property.
But the investment value and the complexity of the decisions are high, which brings challenges for those who work in this area.
Therefore, Real Estate Marketing is essential for this type of business.
With it, you will make your company have more engagement, authority, generate more trust and traffic, among many other positive points that we will mention throughout the text.
Follow the article to stay on top of all real estate marketing tips and strategies!
We can define Real Estate Marketing as a set of strategic actions (which can be online or offline) focused on advertising business , strengthening the brand and connecting the company and its respective audience .
The main objective of real estate marketing is to publicize the properties that your company offers , in this way you can attract potential customers, making the chances of closing a deal increase.
By designing a marketing strategy, you will be able to:
- Produce publicity announcements;
- Define attraction strategies;
- Generate a solid relationship with customers;
- Provide customer support;
- Create a complete shopping experience; and
- Review your strategies.
That is, you will have to adapt the entire digital marketing strategy to your field of the market, in this case, real estate.
As we explained at the beginning of the text, the real estate market has the strong point that most - if not all - people will go through this service once in a lifetime, however, the financial and emotional investment necessary to close a deal in this segment is very high.
If we also add up all the economic crises that affect the sector, it becomes even more challenging to maintain a business in the area.
But you don't have to lose hope, because even with all the setbacks, the real estate market is one of the most profitable and with the greatest capacity for recovery .
To increase the chances of your business booming, having a marketing strategy is essential.
Therefore, we list here six points to reinforce the importance of this action.
The internet allowed customers to do the entire process of finding the property, visiting and buying without even leaving home .
That is, if you don't make your disclosure appear in the first results of Google, for example, you may be missing several sales opportunities, because the internet is the present and, certainly, the future.
And to achieve this result, the marketing strategy is the key point.
With real estate marketing you become present in the lives of your leads and even customers , as there will be greater engagement, both by the company and the public.
By being present in the main channels, your authority and trust level grows, so customers feel more comfortable to choose your company.
By being present in several channels , making your business easier to find and optimizing the entire purchase process , your sales cycle will accelerate, as you will have facilitated the entire customer journey .
With marketing, you can deliver rich content to your users , reinforcing your brand and credibility in the real estate market.
Through the metrics that involve marketing, you will be able to track your results and, from that, make future predictions for your business .
By being present on social media, blog, YouTube and other platforms, people will remember your business , mainly because a relationship is being built there, so the chances of creating a “word of mouth” promotion increase.
The service offered by the real estate market is of great importance in the lives of customers, for many, it is a big step to be taken, and can impact on various aspects of their lives.
Therefore, it is essential for real estate marketing to be able to create a relationship of trust with its audience.
Here we list four more reasons why to maintain this relationship, check it out!
- Competition is Strong – in this area, we will come across companies that are already established in the market, new forms of housing, businesses with national reach, among others, so create a relationship with your customers.
- High Investment – the client will need to be absolutely sure about his business, no doubt can remain, otherwise objections will start to arise. So if you maintain a relationship with the customer, the trust level will be strong.
- Involves life goals – sentimental aspects will be involved in closing the deal. It can be the person's first property or the place where they intend to start a family, for example, so all support is essential.
- More Than One Person Involved - Often the sales process will involve more than one person, so if you get to know more about your customers' lives, you can make the whole process easier, as you'll think of something that suits everyone.
Now that you know what Real Estate Marketing is and its importance, it's time to learn how to do it, let's go!
Each sector has its specificities, so it is essential that you know the characteristics of the Real Estate Market, that is, how your audience behaves, price variation, fees, commissions, etc.
It is also important that you study the lead generation landscape in your industry, this way you will understand more about user behavior in your industry.
Detail even more your areas of operation, that is, the state, city and neighborhood where your business serves.
Knowing which regions you will be operating in, you will be able to better define your personas and audiences – and customize your strategies for each of them.
The real estate market has several areas of activity, so it is important that you focus on one to specialize.
In this way, you will be able to create specific and more impactful messages, invest all your time in a single niche and create authority in a certain area .
Some niches are:
- Geographic niches;
- Demographic niches;
- Home-style niches;
- Lifestyle niches; and
- Feature and role niches.
It is also possible to choose a single type of contract, for example, only purchase and sale, or only rentals.
All your strategic actions must be focused on your personas and each of their characteristics.
Only in this way will you be able to have a good result, as you will have won over your audience.
You need to be on the same page as your customer , making their experience unique.
Show that it is important to your business, customize this journey to the fullest.
This means that customers are often more interested in the surroundings than in the house itself, they are looking for a good, safe place capable of providing comfort and privacy.
Or a dynamic place, with many leisure options and close to transport such as subway or bus lines.
So show everything that place has to offer according to the buyer's lifestyle, leaving your customers comfortable and confident in their decision.
Create good customer service, define which channels you will be active on, such as social networks, email, phone or WhatsApp.
In addition, it is important to have a team focused on this service so that the customer is satisfied.
The chances of your business growing by combining traditional strategies, such as banners, flyers, billboards, etc, with current trends, such as content marketing , increase, so be sure to take advantage of both!
It is only through the analysis of the results achieved that you will understand how your company is in the market.
Therefore, be sure to establish metrics and monitor them periodically .
It is only based on the results that you will know what you need to do with your strategy .
However, never forget to review, modify and evolve, only then will your company grow.
If you still aren't sure what to do to get your customers' attention, follow the text to learn the best way to do it!
In the past, the consumer could even be impacted with TV advertisements, in newspapers or radios, but this does not happen with the same frequency in the current scenario.
Currently, the approach is much more direct and personalized , which better meets the needs of customers.
However, it is not necessary to abandon 100% the actions of traditional marketing. They can still work well with certain markets and audiences.
Inbound Marketing is mainly used for your company to be found and recognized, as well as bringing users much more likely to purchase.
Below are 3 steps of the inbound marketing strategy:
Leads can be generated right at the beginning of the journey, that is, at the top of the funnel, when users are understanding more about the subject, so the content here is much more informative and educational.
Almost at the end of the journey, at the bottom of the funnel, your strategy may already be more focused on the sale itself.
To generate leads in this industry, take advantage of tools like:
- Content creation (in several channels);
- Social networks;
- Performance campaigns;
- Technology to generate leads (such as chatbots); and
- Landing pages.
The more details you can get from your lead, the better the buying experience will be , as all actions will be personalized for them.
Ask questions like:
- How many rooms do you need in the apartment?
- Do you have pets?
- Do you have kids?
- Need it to be close to the subway or bus stop?
In addition to being able to find the best service for him, by segmenting him you will find out if he has the potential to close the purchase or not.
By qualifying your lead you save your time , preventing those who have nothing to do with your business from following in the sales flow.
At this stage, you should ask yourself:
- Who is closest to your ideal customer profile?
- What is the volume of this profile at its base?
- Are marketing actions helping to attract leads from this profile?
Thinking about improving your experience with real estate marketing even more, we have separated more than 40 tips and strategies for you to put into practice and make your company grow even more.
Let's go to them!
Invest in your brand's design, storytelling and credibility.
If you focus on these three points, your company will become more attractive and consequently, more people will recognize you.
If your website is objective, simple and responsive, you are already on the right path to a channel prepared for converting visitors into leads and, later, those leads into customers.
Your real estate website should:
- Impress visitors with good design;
- Facilitate the location of information, through intuitive and simple navigation;
- Encourage potential customers to take action.
Your website needs to represent what your target audience wants.
Landing pages can be the first impression a visitor has of your website.
LPs should be well designed, with relevant and straightforward information .
“But what is the difference between a website and an LP?”
Landing pages, in general, have a specific focus (a new venture, a property launch), while the website gathers information on several different subjects.
Generally, LPs have a greater focus on conversion, so they offer impactful Calls-to-Action and few options for the user to leave this navigation.
If you work with the purchase and sale of real estate, right at the beginning of your website, ask yourself the question that this type of client does to himself: “how much is my house worth?”.
This response is decisive for the user's next actions.
Create a page or a section of the site just to clear up your users' doubts, leave the questions and answers that appear most about your business ready .
There is no better advertisement than taking advantage of the words of past customers who have really enjoyed your service.
Remember that leads feel much safer reading feedback before proceeding with the purchase .
Track traffic – number of users, bounce rate, time on page, number of sessions etc – of your website and blog , Google Analytics provides this service for free, so enjoy!
All your platforms should have formatting for mobile phones as one of their priorities , since the vast majority of people access various services through this medium.
This number is even higher in the real estate segment.
71% of visitors in this segment access the site via mobile devices , much higher than the overall average of 56%.
Messaging apps have become popular over the past few years, so many people prefer to communicate via WhatsApp, SMS or email rather than phone calls.
Taking a long time to respond can cause the customer to be disinterested , and even appear that your company doesn't care about them.
Respond as soon as possible and show support.
With chatbots , the visitor experience becomes much more personalized and interactive.
Take advantage of this type of tool to improve your website conversion and your lead qualification process, adding questions to segment the best customers.
Even with the various changes in the market, a customer will hardly make a purchase decision without visiting the property , so be available and prepared to meet your prospects.
Impress your leads with a well-designed, organized, inviting booth, prepared to answer questions and focused on the customer experience .
In addition to gaining positive points with your customer, you can take the opportunity to advertise your brand , just put your logo on the outside of the transport.
By being present on the main real estate channels, you will gain greater visibility .
Below are some of the most popular platforms, check them out!
- Live Real;
- Fifth floor; and
- ZAP Imóveis.
Take advantage of the area in which you operate, close partnerships with local restaurants, stores, beauty salons and schools that are nearby .
It can also be interesting to meet with other professionals in the field, such as architects, landscapers and interior designers.
This is a strategy that helps both your business and local businesses.
Make your business the first to appear when someone searches for a service in your industry.
To do this, keep your company profile always up to date on Google, so that users can find you in searches and maps.
Geolocated campaigns are those that take into account the location that your user wants for the future property .
This way, you narrow your search even further, making it easier to choose.
Remarketing allows your user to see ads about your business when they are just accessing social networks or other websites, for example.
If you offer exclusive offers to your user, considering their behavior and the information they have already provided, they will feel even more special and the chances of returning to your business, making it possible to close a sale, increase .
As much as there is that saying “don't judge a book by its cover”, we can't deny that the visual aspect is what always draws the most attention from human beings.
So invest in design, use attractive colors, short texts and objective language in your ads.
With inbound marketing your company will gain even more value and credibility.
Its steps are:
- Attract visitors (website, blog, social networks, etc.);
- Convert visitors into leads;
- Close sales; and
- Turn customers into brand promoters.
Your content has the power to educate, inform, explain and answer questions .
All these factors together make your company an authority on the subject.
As with the entire customer journey, when a person is looking for a property he will go through several phases, so content for real estate will also be based on the sales funnel.
Check out some ideas!
- Top of funnel content – city neighborhood guide; whitepaper: ranking of the best schools in the city.
- Contents for middle of funnel – tenant manual; webinar: how to buy a financed property; control sheet to save and buy a property.
- Contents for the bottom of the funnel – visitation worksheet; guide on how to prepare your property for sale or rent.
You can learn more about your audience by reading the questions they ask on your blog and social media and answering them.
Also take the opportunity to create a relationship with the customer at this time.
With SEO, your metrics (website/blog traffic) will improve and you can be found on search engines like Google much more easily.
Usually, the decision to rent or buy a property is not made alone, so people will share it with their friends and family, so it is your responsibility to facilitate this action .
Create a share or copy link button that is easy to see and use.
Billions of people use email worldwide, so it's not a channel you should ignore.
Submit content, advertisements and other materials that are useful to your customer.
If the visitor has already converted into a lead , continue your efforts to get them to go to the bottom of the funnel and close the sale .
To do this, periodically send a newsletter to your leads, which may contain advertisements and content of the most varied types.
Make your brand have a presence on the networks , share the contents of your website or blog, engage with your followers and create even more credibility.
A large portion of people interested in real estate are browsing Instagram, in this network you can share photos, videos, testimonials and actually make a catalog of your available properties .
In addition to also facilitating communication with your customers.
This is yet another way to promote your properties , as many people use this channel to save decorating ideas, renovation tips, tutorials, etc.
So enjoy, because the platform arouses interest!
Create Posts for your Properties in an Editorial Calendar
Don't post in a disorganized way and without a schedule.
Have dates to publish each of your creations , in addition to doing so with a certain frequency.
In this way, both your social networks and your blog are more organized, helping in the user experience and in your own planning.
Nearly 90% of customers believe photos are essential for decision making ( National Association of Realtors ).
So, no more taking photos with amateur devices and even without knowledge, invest in a professional.
If it's within your budget, don't hesitate to frame drones.
The results always catch the attention of customers and arouse even more interest.
Several researches have already pointed out that users engage much more when they are interacting with content in the form of video.
This allows them to have an even greater immersion in the property they are interested in .
Do open lives to talk more about real estate, ask possible questions about the real estate market and interact even more with your followers .
Virtual reality (VR) has come to allow your client to visit the property without even leaving the couch , so discover the possibilities that this technology can offer for your business.
You can bet on digital influencers or even brand ambassadors .
In this way, more visitors will go to your contact or dissemination channels.
As we already mentioned in the text, leads love to read feedback before closing a purchase, so give it to them, allow them to read comments and recommendations .
In addition, you can create a program among people who are already satisfied customers of your brand, offering rewards in exchange for referrals.
After putting all these tips and strategies into practice, it's time to measure your results.
Below, we have separated three main metrics for you to follow, check it out!
The ROI will indicate what was the return obtained on the investment made. You can calculate the ROI for all your marketing strategies individually and even the total ROI for your business.
ROI = (Revenue - Investment) / Investment
CAC measures how much you need to invest to acquire a new customer. The lower the CAC, the better the results of your strategies.
CAC = (Investment in Marketing + Investment in Sales) / Number of new customers
This metric actually involves several other KPIs . These indicators are important to understand how visitors are experiencing your site.
Here you can measure the number of users, average time on page, bounce rate, number of sessions, traffic sources, etc.
Finally, Leadster has separated here the best sales tools for you to apply in your real estate strategies.
Let's go to them!
Customer Relationship Management ( CRM) is a customer management system . In it, you can visualize the customer journey as well as the sales pipeline .
Here are five great CRM software, check them out:
- RD Station CRM;
- agent; and
If you want to know more about these software and learn about other options on the market, check out the post: 11 Best Sales CRM Software in 2022 , which is ready for you!
With email marketing tools, you will be able to create, edit and trigger various campaigns in an automated way .
Let's get to the recommendations:
- RD Station;
- Active Campaign;
- HubSpot; and
In Leadster's text, Best Email Marketing Tools: 16 Options for Every Pocket , you have access to 11 more options, be sure to check it out.
Social media management tools help you organize your feed, increase engagement and measure metrics .
Let's go to the top three:
- HootSuite; and
To help you with your strategies and improve your results, here are the five best SEO tools for you to implement in your planning.
- SEO Analysis Tools – Google Analytics;
- SEO tools for on-page analysis – Screaming Frog;
- Keyword SEO Tools – Ubersuggest;
- Speed optimization SEO tools – Google Pagespeed; and
- Linking SEO Tools – Check My Links.
Finally, to close with the best chatbot tools, here are three for you.
With them you optimize and personalize the service with your visitors, leads and customers .
- Leadster ;
- Octadesk; and
We have reached the end of another one of the strategic content on the Leadster blog.
Now you are ready to put all real estate marketing tips, strategies and tools into practice.
Remember if! If you want to continue accessing content like this, follow our blog!