It’s Not Rocket Science–Four Tips on Marketing Your Real Estate Business
Real estate marketing has differed greatly over recent years. Physical displays simply aren’t enough to win over prospects anymore. In order to stay relevant, one must always adapt to change.
Nowadays, there are two frontiers to look out for in marketing: physical and digital. This means real estate marketing has to translate itself to the everyday internet user. It may seem very intimidating. How does one go about selling real estate properties online? Can you really attract clients with this method?
The short answer to questions: Yes. The longer answer? Yes—if you do it the smart way. Having advertisements isn’t the only way to get people interested in what you’re offering. Smart, well-thought posts are the equivalent to a well-dressed mannequin in a clothing store. You attract the customers you want effectively.
A common misconception that comes with online marketing is that it is an expensive venture. After all, traditional advertising costs can be as low as $5,200 and can escalate to as much as $8 million. Wouldn’t digital advertising be around that range?
The misconception couldn’t be any false. Real estate marketing through the internet is the cheapest advertising option available. In fact, online marketing costs 62% less than that of traditional advertising. Bonus? It generates leads three times more than the latter.
The secret to making it work for your business? Create a strong online marketing foundation. We’ve compiled four tips that we’ve observed from the various successful online marketing campaign. These are the building blocks in which your company can base their advertising plans to help propel them to their full capacity.
Find the appropriate platform for your target audience.
Before investing a portion of your company budget on some online ads, make sure you know who’s going to view them. Every social media platform available has their own unique strengths. If young individuals are your target market, you should look into Instagram advertising. If your preferred network is the professional scene, sponsored posts in LinkedIn may give you an edge.
Most real estate agencies use Facebook ads. However, forward-thinking marketers are taking a jump with Pinterest. Pinterest’s demographic is made up mostly of women. High-quality pictures of your projects will definitely attract more than a second look.
Real estate marketing tip: curate your boards in a way that is aesthetically pleasing. Make it more interactive by allowing users to contribute and create a like-minded community.
Don’t just be their realtor—be their friend.
Real estate marketing heavily relies on word of mouth. Although a majority of agents prefer to look for new clients through online or print advertising, it is their current pool of clients that give them their big break.
Treating your clients as you would treat your friends is vital. It shows them that you don’t want them to purchase a certain property just to earn a commission. Rather, you listen to their needs and understand their preferences to help them find the right fit.
How do you do that? First, make your Facebook posts personable. Instead of simply putting up a posting for a condo, try opening it up with an intro you would use to start conversations in real life. “Are you having a hard time commuting from your current living area to your workplace? There’s this new, affordable condo nearby” is more approachable and interesting than “Studio-type condo unit”.
The majority of internet users don’t read everything word for word and most content is just skimmed through. A Large block of text? Skip. Lengthy paragraph? Hmm, maybe next time.
Your large wall of words could keep your prospect from seeing the content meant for them. When it comes to advertisements in social media, less is more. Keep it short and simple—while being personable as well.
The best way to get your point across is through visual materials. For projects that haven’t been constructed yet, you could upload a 360 walkthrough on Facebook. 3D architectural rendering videos of a future development are also popular. A short, one-minute Facebook video showing clips of the rendering is a great way to get prospects interested.
Curate your posts carefully, and pay attention to which photos your audience reacts well to. Do they enjoy a rendering when it’s with a warm tone? Or do the interactions pile up when there are people in the photograph too?
Get the best people for the job.
Frankly, would you prefer an inexperienced health care provider over an experienced one? I didn’t think so either.
Your business is an investment, an extension of yourself. This is why you should let certain aspects of it be handled by a different group—so it can perform better.
If your preferred platform is image-based, you should consider getting high-quality images. Stylized living spaces of model homes are great for a project that’s finished construction. For developments that are still underway, realistic renderings are necessary. The said renderings must be so life-like, they’re almost difficult to tell apart from a photograph.
Unless social media management is your forte, hire a communications team that specializes in the area. Since this industry is highly dependent on images, get an experienced visual team. Your visual team may usually be composed of a photographer and architects.
If you want to create realistic renderings, choose an architecture group that specializes in that field. Companies like Real Space 3D are veterans in the business. Their clients include Fluor and Canada West Development—just to name a few.
These visual people are important because their outputs aren’t posted only in your social media accounts. Rather, it’s an investment for your company as they can be used in print advertising as well.
Remember, having tips mentioned above and have a real estate website design these are the basics in successful real estate marketing. There are a number of other techniques that can be built upon this. Is your company using any of our techniques mentioned above? What marketing tip would you give out to start-up real estate agencies? Let us know!