Real Estate Digital Marketing Best Practices: Converting Leads Effectively
How to use social media, video content, landing pages, virtual tours and email marketing in real estate
Nowadays, a business doesn’t have the option to opt-out of being online. The world has changed and marketing is evolving at a rapid rate. As a realtor, you must evolve with it. There are a lot of practices and principles to follow in real estate digital marketing. Here we’ve gathered a collection of best practices. We will briefly introduce different topics, and offer further reading via the corresponding link in each section.
Real Estate Social Media Marketing
Four billion people in the world use the internet and 75% of them (three billion) use social media. That’s a staggering statistic but it highlights how important social media is in our lives and how necessary it is for real estate marketing.
With the ubiquity of cellphones, social media is more important than ever. People spend most of their time online. 58% of Millennials found their home on a mobile device. This generation was raised in the internet era and has high expectations of mobile content. Employing social media is not something you can afford to be ambivalent about. Engage your audience in your social media posts and update them regularly.
Platforms like Instagram, Facebook, LinkedIn and YouTube are heavily used; and since they are where your prospects are, they are where you should be.
You need to have a plan for your social media marketing and should set some objectives for yourself. Clear, actionable, and measurable ones like:
- Increase website traffic
- Raise your follower count
- Improve engagement (to increase brand loyalty)
- Generate more contact form submissions
- Produce more property inquiries or sales (converting social followers to qualified leads and new business)
There are so many practical tips to succeed in real estate social media marketing.
Find more in-depth guide and analysis:
Real Estate Video Marketing
With Real Estate you want to showcase properties online and nothing beats video for engagement. The importance of engagement is evident with the growing popularity of virtual tours. Videos attract 403% more inquiries. This makes realtors more efficient, brings around more listings and meetings, and saves time. There are many ways you can use videos in your real estate marketing:
- Real Estate Listing Videos
- Real Estate Market Update
- Testimonials and Interviews
- Home Buying/Selling Tips
And much more! Videos increase revenue 49% faster than other forms of marketing and boost purchase intent by the staggering 97%! These stats might seem too good to be true.
Instead of yelling at your audience that you are a rockstar, prove you are. Provide valuable compelling content such as:
- Renovation and Home Maintenance Tips
- Market News
- Educational Real Estate Videos
- Agent Info Brand Explainer
- Client Success Stories
- Live Videos
Thanks to advances in technology, realtors can awe and impress their prospects with cutting-edge features like virtual tours and drone videos.
Virtual tours are a simulation of a location or property on your computer or cell phone. You are the pilot navigating the camera to where you want to go. Virtual tours are videos made better. iGuide and Matterport are the two platforms that create 3D models of the properties upon demand.
Real Estate Content Marketing
Content marketing is a relatively new subject in the world of business but it continues to prove its usefulness and value. Where traditional marketing fails at being cost-effective and long-lasting content marketing continues to prove its worth.
The problem is it’s easy to get lost in the process. There are companies who produce content but it can’t be called content marketing. They spend a lot of time on social media without having a strategy.
The principal rule behind content marketing is:
Constant production of valuable and compelling content for a specifically defined audience.
Each word in this definition carries an important meaning which if removed or ignored, ruins the whole idea. For instance, take the words valuable and compelling out of the above definition. The result is content with no significant outcome. That’s why some companies have lost faith in content marketing. Content marketing is not about you, nor is it about selling. It is a long-term investment but unlike traditional marketing, the effects of your efforts will last a long time. This long-term relationship with your clients can be as simple as a market update done in the right way.
Also, it’s about identifying the needs of your audience and producing the content they are looking for online. Why? To present yourself as an expert who can be trusted. This way you grow a fan base for yourself. Then you will steer them in the desired direction:
Triggering profitable behavior in your audience
Content marketing requires thorough planning and research before taking action:
- Studying you’re your audience and defining personas
- Keyword research
- Defining your mission and services — the value you create,
- Developing a content calendar
- Choosing channels for promoting content
- Assessing the effectiveness of your strategy
There are far more mini-steps to content marketing which are all explained in detail in the ultimate guide below:
Real Estate Email Marketing
99% of people check their email inbox daily and it is estimated that by the end of 2020 close to 255 million people will be using emails in the United States. Emails prove to be a pretty efficient asset in real estate marketing as they deliver $42 ROI for every $1 spent. If you still believe real estate is all about in-person meetings and have not developed a real estate email marketing plan, now is the time.
In order to get started, you need to take action. We have broken down the steps you need to take:
Real estate marketing won’t happen without a strategy and to have one you need to have defined a clear goal which is clear, actionable and measurable.
2. Have a Select Audience
You are not aiming for everybody. Regardless of what you think you can cover, you need to know your market and audience. Study your targets and develop your niche.
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