In a world that is continuously going digital, it’s imperative that you reach out to your prospective clients in the most effective way possible.
Like other industries, the real estate sector has not been left out in the digital revolution. Many home buyers are using the internet to gather all the information they need in their house-hunting process.
In fact, a recent study by Google and the National Association of Realtors (NAR) revealed that more than 90% of home buyers use the internet as a source of information in the home search process.
The internet has become the definitive research portal for home buyers. Realtors have learned how to leverage the power of digital marketing in their real estate investment business.
One advantage of digital marketing is that the internet provides a platform where you can challenge and compete with the big players in the industry. It gives you a golden opportunity to reach out to clients from all corners of the globe.
As a realtor, when don’t have a robust online presence, you could be missing a large part of your potential customers. In this guideline, we’ll discuss the 7 digital marketing tips for your real estate investment business.
The 7 digital marketing tips for your real estate investment business
The first step to succeeding in your digital marketing efforts is to establish an online presence.
Once your site is up and running, you can now implement a marketing strategy that will draw clients to your site. Here’s how you do it.
1. Get a mobile-friendly site
Site responsiveness is a factor that you cannot afford to overlook if you want your website to rank higher in Google search results.
Let’s get to the stats first.
1. Mobile devices account for 66% of email opens, according to a 2014 report by Movable Ink.
2. As of January 2017, Facebook had 1.74 billion mobile monthly active users.
3. Nearly 60% of searches now come from mobile devices.
If that’s not enough to convince you why your site should be mobile friendly, here’s a big one from Google.
In 2015, Google introduced the Mobile friendly ranking algorithm, MobileGeddon that penalised sites that were not mobile friendly and at the same time optimised rankings for sites that were responsive.
In a nutshell, your ability to reach out to prospective buyers and investors hinges on the experience users get from the information displayed on their devices. This experience portrays a positive perception of your real estate investment business.
This means that to deliver your brand message articulately, your site must adapt to the screen size of whatever device it’s viewed from. It should be optimised for all platforms (Android, iOS, Windows) and all devices (smartphones, tablets, PC)
2. Maintain an active blog
‘Content is king’ is a universally accepted principle by all digital marketers. Now that you have some followers, you will need to update your blog regularly to keep them engaged.
Feeding your blog with high-value content and links from reputable sources is a great way to earn an online reputation.
Just like in social media, an active company blog is a great place to communicate with your clients and potential customers. You’ll need to know what customers are saying about your real estate investment business.
By following blog post comments, you can learn a lot and get ideas of what to drop and what to improve. Use your blog to demonstrate your finesse in that field and position yourself as an authority.
Some of the ways to establish brand authority include publishing market reports, updating the blog with industry news and by educating your clients with useful tips and advice.
An email newsletter, for instance, can be a useful tool to get more followers where you’ll be sending monthly or quarterly reports for the real estate industry.
Also, updating the blog with press releases, survey information related to your niche, and company updates are great ways to signal to Google that your site is active – a critical trust factor.
3. Have a social standing
No matter what you sell, using social media as your marketing tool can have a positive impact on your real estate investment business.
In addition to conveying your brand’s message, it links back to your site and even shows the number of people reached.
And if you opt to use Facebook paid ads, you can choose a specific geographical location where you want to market your property.
Many realtors who have leveraged the power of social media marketing consider it a ‘real gem’ in the digital marketing world. They know how fast a single social media share can travel around the world and generate results.
Here are some of the benefits that come with social media marketing:
Social marketing Boosts your search engine ranking
Every digital marketer’s goal is to increase their search engine rankings, and your social media presence can contribute to that.
Search engines, Google, in particular, considers a company’s social media presence as one of the ranking determinants.
Though not a weighty determinant, your social media sharing among your followers is a good signal of growth which Google wants to see.
Improved customer service
Whenever customers want to give feedback or air their grievances about a product/service offered, their favourite point of interaction is through social media channels.
If you are not active on social media, your business will miss those conversations which can taint your online reputation.
By following what people are saying about you on social media, you can address those issues and improve your service delivery.
Increased brand recognition
Social media boosts your business recognition to both your existing and prospective clients.
Also, customers who have a good social media experience with a brand are likely to recommend it to others. Increased brand recognition brings in more prospects who in time convert to customers.
4. Real estate video marketing
Video marketing has undeniably earned a good place in the hearts of marketers. It’s the next big thing in content marketing, and researchers have projected its growth to increase in 2017.
In fact, YouTube is now the second-largest search engine on the web, processing more than 3 billion searches a month.
With that in mind, it goes without saying that you need videos in your content marketing strategy. The very nature of a real estate investment business requires videos to be an integral part of the marketing strategy.
People searching for properties online will want to watch videos to determine whether the price justifies the value. They also need live videos to estimate the size, outdoor space and learn more about the surroundings.
A recent survey by Kissmetrics also observed that more than 80% of home buyers are likely to purchase after watching a video.
Besides, online video marketing is cheaper than TV ad commercials.
5. Participate in forums
One of the easiest ways to create an active online community for your real estate investment business is by answering questions others have asked. Keep a running list of the active question and answer sites and participate regularly.
An essential component of buyer persona entails knowing your audience, even where they hang out after work. If you know, they are always active on Quora, that is where you should direct your real estate expertise.
The more information you can give, (by answering questions in a detailed and professional manner), the more people will view you and your company as a useful and trusted source of information.
You should also make sincere but not spammy interactions on social media, with links pointing back to your site. This way, you will be boosting your site’s visibility and recognition from all fronts.
6. Build your marketing campaign from conversions perspective
Your marketing strategy and campaigns should be built from conversions perspective.
You could have millions of visitors per month, but if you cannot convert them to customers, all your marketing efforts will be for nothing.
The best way to increase conversions is by having a strong call to action in place. If you don’t tell your audience what to do after reading a post, or after watching your brand’s video, they will not make an effort to act further.
Your call to action should be irresistible. The content should also be great to compel your audience to act either in the form of commenting or requesting for more information.
Your landing page should also be honest. It should tell the reader exactly what they’ll get upon hitting the CTA button.
7. Don’t forget offline marketing
A common mistake that marketers make is forgetting to include offline marketing in their content marketing strategy. While online marketing is the key, offline marketing does wonders behind the scenes.
By combining the two and implementing a plan that incorporates both online and offline tactics, you’ll be able to reach a wider audience.
Your real estate investment business needs offline marketing tactics to reach prospects that you can’t contact directly with your on-page marketing methods.
Such tactics include asking for referrals, backing a local charity or organisation, attending conferences and professional events, among others.
For instance, there are commercial real estate events that bring people together to discuss shared interests. By attending such events, you get to share your knowledge, widen your network, and build connections easily.
Over the years, the real estate market has been growing at a frenetic pace. To remain competitive, you’ll have to implement marketing strategies that align with the ever-changing digital landscape.
These tips will help you stay ahead of the curve in this digital age.
And the good thing; it doesn’t cost you anything if you do it yourself unless you opt to pay for Facebook ads.
Contact me or bookmark this page for more information on how to grow your real estate investment business through digital marketing.