A Guide to Digital Marketing for Real Estate

The real estate industry has gone through a drastic transformation because of digital marketing in the last few years. Before making a final purchase, buyers conduct thorough web research thanks to the real estate market's maturity. According to the most recent trends, every real estate company must have a website that is optimised using a digital marketing communication strategy. Here is our ultimate guide to getting you going.

The role of digital marketing in real estate

If you’re concerned about sales risk, take the time to consider mitigation through real estate digital marketing for real estate developers. When managed correctly, digital real estate marketing can allow you to:

• Generate extensive interest before you’ve even broken ground.

• Manage how your story is told - directly to your end-buyer.

• Grow and control a large database of qualified leads.

If your project has a hotel component, you’re also building awareness and interest for the future success of that asset. A successful digital marketing campaign will not only capture leads, but it could also give you the competitive edge that guarantees your project’s ongoing success.

Real estate digital marketing ideas

Now that we've looked at some of the major advantages of digital real estate marketing, here are some real estate marketing concepts to use in the hunt for more successful sales outcomes

KNOW WHERE YOU STAND WITH REAL ESTATE MARKET ANALYSIS

• Software tools like SEMRush and Moz may offer detailed and valuable information on the digital audience of your rivals, including how well they utilise advertising and marketing.

• This same process can help you better understand what the market is demanding, what searches they’re carrying out, and where high volume demand lies. Integrating this data into your marketing campaigns can make a crucial difference to your project’s success.

• An accurate assessment can save you a huge amount of time and capital, and ensure your marketing budget is focused on the areas with the highest ROI potential.

HIGH-IMPACT REAL ESTATE VIDEO MARKETING

• By 2023, video content is expected to account for the majority of all web traffic. According to marketers, video content may increase income by as much as 49%, making it a must for the visually stimulating real estate industry.

• Think outside the box by using unique shoots, virtual tours, live events, and educational animations. The majority of video marketing material may now be quickly and effectively shot at a lower cost. 

• Remember to keep it quick and classy. Shorter clips are known to perform exceptionally well on social media platforms as well as directly on your website. Check out how much 1 Hotels managed to fit into a 54-second video. 

FOCUS ON AUTHENTIC REAL ESTATE MARKETING

• Building trust is essential, and it's crucial to do so through real estate digital marketing. The average digital customer is savvy and well-informed, and they want quick and relevant information or they’ll move on. They are impatient for timely, pertinent information or they will move on.

• Focus on content that helps and supports, rather than pushing a sale. Keep listings as a minority of your content. Focus instead on tips – about neighborhoods, contract review, how to finance a property, and other ways to support your audience.

• Showcase the destination and lifestyle that comes with your product, and educate them on the value you bring to the table.

CUT THE RESOURCE LOAD WITH REAL ESTATE MARKETING AUTOMATION

• Real estate digital marketing is an intensive process because only consistently high-quality content will get the results you want. That’s where marketing automation can make a difference.

• Marketing automation platforms are powerful tools for simplifying this process. They’ll segment and organise your email subscribers for you, send off the right messages, track audience engagement, send you reports, and manage your sales.

• These tools can be used for social media management, lead management, ROI reporting, testing landing pages, running online ad campaigns, and much more.

PERSONALISE YOUR REAL ESTATE EMAIL MARKETING

• Over time, email marketing has advanced and included additional features. To get subscribers, ask for their email addresses and use them to give updates on new listings, projects, and buying advice.

• As your list expands, categorise your subscribers (by age, income, region, hobby, etc.) and begin creating content that appeals to each group.

• Personalise each email so that you refer to them by name and give material relevant to their search, keeping them informed during this sometimes drawn-out search and demonstrating your appreciation for them.

COMMIT TO SEO REAL ESTATE MARKETING BEST PRACTICES

Since it might take between six and twelve months to start seeing results, SEO is sometimes disregarded. However, when those returns do begin to materialise, they do so in the form of free, organic traffic from highly qualified sources.

• Make sure all of your blog posts and website material are targeted. Conduct search engine and SEO research and strategically include your high-volume keywords in your articles.

• Don’t stuff your content with keywords that are unrelated to your content, or you risk penalization.

• Build strong backlinks through guest posting on other highly-ranked real estate marketing websites.

• It will also be beneficial to hire an SEO expert to aid with your setup and conduct some in-depth keyword research. Take a closer look at some of our SEO services.

EMBRACE THE MOBILE REVOLUTION

You may argue that people aren't buying houses on their smartphones, but mobile searches are gaining ground in all sectors of the economy. Your website must be responsive to the device being used to view it.

Going mobile is crucial for your real estate digital marketing plan because of the rise of mobile property applications like Love Your Postcode, Zoopla, and OnTheMarket, which account for 77% of customers who use portals to search for houses.

Your content needs to be mobile friendly and visually compelling, and your website needs to be adaptive to whatever device it’s being viewed on. This impacts every element of your web design, from font size and background colouring through to optimised paragraph lengths.

STAY ON YOUR CLIENT’S MIND WITH REAL ESTATE AD RETARGETING

• Ad retargeting keeps you front of mind with those customers you’ve already attracted to your website. These ads will appear on various portals and websites as they browse the Internet.

• This is highly effective in searches with a long sales cycle like real estate transactions, where buyers frequently explore dozens of homes before deciding on one.

• Retargeting helps consumers remember what they liked. This results in a 10x greater click-through rate than brands that don't employ retargeting.

What are the benefits of Real Estate Digital Marketing

YOUR CUSTOMERS ARE ALREADY LOOKING FOR REAL ESTATE ONLINE

• Real estate consumers search for properties online 98% of the time.

• Marketing real estate online is a fantastic way to establish the initial crucial connection, increase awareness, and promote lead creation.

GREAT REAL ESTATE TECH CAN BE EASY TO USE AND INEXPENSIVE 

• New technologies are flooding the market at an unprecedented rate, providing real estate companies with new and exciting methods to attract customers.

• Virtual reality tours, 3D images, and live-streamed open houses are just a few of the methods to include, inform, and draw buyers to homes. They’re also affordable, easy to use, and ready for promotion to large audiences.

DIGITAL MARKETING GIVES ACCESS TO A LARGER, MORE ENGAGED AUDIENCE

Online advertising platforms open up access to any audience you want to attract, wherever they are. You can easily target your content to audiences with specific income levels, geographic location, interests, purchasing patterns and much more. This means your real estate marketing content is more likely to reach the right people, rather than having to wait for them to come to you.

We Can Help You with Real Estate Digital Marketing 

We have leveraged digital to capture attention, drive awareness, build engagement and ultimately sell real estate projects under a wide variety of market conditions for a large number of developers and real estate marketing teams. Digital has helped us overcome massive sales challenges, and differentiate our projects from all competitors.

Digital marketing is perfectly primed for real estate marketing, offering access to a huge and easily targeted audience, and allowing you to showcase properties cost-effectively for a high ROI.  If you’re looking for new and impactful ways to integrate digital marketing into your real estate project, Proven Partners is ready to assist. Learn more about our services on our real estate digital marketing services page.