For many people, real estate marketing is essentially typing in property information into one or more real estate portals to offer the project. If the realtor’s office is in a good location, maybe printing out said information and putting it up in the storefront windows.
This might have been true for the past. But it’s 2020, and the game has changed significantly. A modern-day realtor needs to be up to date with SEO, SEA, CRM and many other things until he can proudly call himself a real estate marketer.
This is especially true for commercial real estate, where even virtual tours through the premises are no exception anymore. Simply due to the higher amounts of money that need to be paid for large industrial or office spaces, efforts are significantly higher than with your neighbourhood’s condo.
Here are 7 Top Tips on what you need to pay attention to when it comes to real estate marketing
#1 – Be Online
You might think this is a bit of redundant info. But 74% of potential US home buyers (Source: metrics.com) are primarily using the internet for their research. And for this huge number, there is still plenty of unprofessional web presences out there. So if your homepage is not up to date, or non-existent, make sure to improve! Numerous agencies have specialized in this business. But you can also create great websites with WordPress or even simpler tools.
But having a flashy website isn’t enough these days. You might want to consider your own personal newsletter or blog, to deliver increased value for your (potential?) customers. It could be about the current economic or housing situation in your area. Data for this is usually widely available on official government sites.
#2 – Online Quality
You have done it. A sleek web presence is established, and you are ready to attack these enquiries. But visitor statistics are still on the lower side?
Congratulations. You have learned a valuable lesson. Just being online will not get you the attention you deserve, you will need to be better than the others to stand out. A very important topic here is SEO (Search Engine Optimization). The way your site is ranked within Google depends on numerous factors, that change from time to time. Make sure, you are always up to date here. This means using the right keywords, registering your site with online registers, such as Google MyBusiness, and many other things. You can also use tools like ahrefs.com for your research and improvement process.
Another big topic is mobile responsiveness. More than 50% of people use their smartphone (Source: statista.com) for online shopping and more. So if your site is not looking good on a small 7″ screen, you created yourself an obstacle, that’s avoidable.
#3 – Content Quality and Consistency for successful Real Estate Marketing
As mentioned, you will want to pay close attention to the quality of your content (keywords, etc.). But don’t overdo it. A text that’s just filled to the brim with keywords isn’t userfriendly and will most likely scare away your audience.
You can make use of tools such as grammarly.com to check for correct wording and grammar, and combine this with an SEO-tool, to be on the safe side of things.
Content Quality also means good pictures of the objects you want to sell. This is more relevant for real estate marketing, as for many other business areas. If someone is going to take a huge loan for a house, he will want to finely pre-select the available listings. When their money is on the line, people are very sensitive to information.
So make sure your pictures are properly lit, not shaky, the motive is appealing, and stay away from stock footage. You might even hire a professional photographer if it’s a high-profit object.
If you want to put a brand to your name, you will have to create recognizable content. And that does not mean just having your own logo. Apple didn’t become one of the most valuable brands, because their products are superior. But because Bill Gates was a character on his own, and designed and marketed products in a certain way that appealed the masses. So make your content your own „one last thing!” You can use small watermarks on your pictures (actually, I’d recommend that anyway), have a specific style of writing or speaking. Be creative, and keep it that way when developing your content strategy.
#4 – Get accustomed to Social Media
The big social media channels are a must in modern real estate marketing. But what exactly is it, that people will want to see here? Don’t make the mistake and make your Twitter Account a landfill for your property listings. You are better than that! Use your content strategy, to create different kind of posts to build your audience. You could create educational or funny content, to appeal to your potential buyers. A person that follows the #realestate will more likely interact with quality content that sets itself apart from the masses, or something that appeals to them personally.
Storytelling often results in story selling!
#5 – Videomarketing
When you are not quite ready for virtual tours of your objects, that’s no big deal. As mentioned, this isn’t beneficial for all types of property out there. Nevertheless, creating some quality company videos or videos of your prime objects will definitely boost your recognition in the online world of real estate marketing. By doing this, you have accidentally also created great piece of content for your online presence! Isn’t that just handy?
Depending on your online affinity, you could also make it a regular thing (keyword: content consistency). You could use this format for consecutive information about the market, or your own projects.
#6 – Paid advertisement
Starting business via online channels is not an easy thing (believe me). And there is a big deal of competition out there – especially in real estate marketing. So if you paid attention to all the topics mentioned above, and you have a killing online presence, you might want to consider paid advertisement to really put your horsepower to the ground. Especially in the beginning phase, this can really help you out, if done right.
You can use paid search engine advertisement, such as Google Ads. Also, ahrefs.com will come in handy here, when it comes to selecting the right keywords. Or Google’s internal campaign planner.
Or you could use social media advertisement. Depending on your audience, you will need to consider, which channels are the most promising. LinkedIn is more of a professional network, whereas Instagram is a much more graphic focused channel, content-wise.
#7 – Print in Real Estate Marketing
Although most of these topics mention online related information, having great print products can also set you apart from your competition.
This begins with a great business card (ask Patrick Bateman). But also, creative product brochures are well recognized with potential customers. You can be creative here as well, for example, put some extra gimmick like a paper butterfly or something into the envelope.
Since so many people are online, the amount of information they get bombarded with reaches new all-time highs every year. So instead of drowning in the sea of redundant service providers, you can distinguish yourself with great informational content, that people can touch. For example, you could have an interactive brochure where people can do more than just read it. There are numerous options out there with printer’s offices – make sure to use them to your advantage!
Because in the end, buying real estate is about trust. So you don’t want to gamble away your potential buyer’s trust with untrustworthy marketing material.
If you need information on current events in global real estate, make sure to check in inside-property.com regularly!