The real estate return on investment ROI varies across geographic regions. In certain cities, investment in commercial properties generates average annual returns than commercial properties. At the same time, investors can get higher returns by investing in commercial properties instead of residential properties.
Hence, buyers analyze potential real estate investment by gathering multisource data and using multiple metrics. Most buyers gather information about residential and commercial properties using digital channels. The use of digital channels and platforms creates opportunities for real estate companies to run real estate digital marketing campaigns.
Real estate digital marketing helps real estate companies generate leads, build transparency, and boost sales in flexible and consistent ways. A real estate company can further reach out to more investors and buyers by running omnichannel digital marketing campaigns. We are discussing some of the tried and tested digital marketing strategies for real estate.
7 Effective Digital Marketing Strategies for Real Estate Companies and Realtors
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Intuitive Website
Various digital marketing strategies focus on diverting potential buyers to the website of the real estate company or realtor. Buyers gather information about available properties by visiting the website of the realtor or real estate company. Also, they evaluate the company’s reputation and credibility by accessing the website content.
Hence, the website is the oil that drives real estate digital marketing campaigns. No real estate company can generate leads and boost sales if its website does not deliver optimal user experience across devices and platforms. While optimizing websites, real estate professionals need to ensure that it loads in less than 2 seconds.
Additionally, they must focus on making the website accessible on computers and mobile devices. At the same time, they must increase website traffic organically by optimizing the site by following search engine guidelines and improving content quality.
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Search Engine Optimization (SEO)
SEO is one of the organic real estate digital marketing strategies. Digital marketers can increase website traffic and generate leads organically by implementing on-page and off-page SEO tactics. On-page SEO tactics help them increase the website’s search engine ranking and visibility by optimizing web pages.
They can optimize a web page for search engines by optimizing the title, meta description, header, and URL while inserting internal links. At the same time, they must increase the website’s search engine ranking using off-page SEO techniques like blog posting, backlink generation, guest posting, and social media posting.
However, real estate professionals must follow Google’s quality rater guidelines – Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). The key Google ranking factor helps them boost the website’s search engine ranking in the longer run by creating people-first content.
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Email Marketing
In addition to generating leads, real estate companies must focus on building transparency, improving reputation, and nurturing leads. Emails help them influence the purchase decisions of potential customers by delivering relevant content in multiple formats. Also, realtors can sustain relationships with potential buyers by sending email newsletters.
Email newsletters help them engage buyers who evaluate available properties over some time before making a purchase decision. The engagement and interactions help real estate companies enhance credibility and build trust in the longer run. However, real estate professionals must engage buyers by sharing relevant information like new property listings.
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Social Media Promotion
Many bloggers have started describing social media as the new search engine. Many buyers prefer social media to search engines to gather relevant information engagingly and appealingly. Real estate companies can leverage social media to connect and engage with potential buyers by sharing information about properties in a variety of ways.
However, a real estate company or realtor must have a presence on multiple social networking platforms, including Facebook and LinkedIn. Likewise, they must engage the potential buyers by sharing valuable information about properties regularly. At the same time, the social media strategy must focus on replying to comments made by potential buyers proactively.
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Pay-Per-Click (PPC) Advertising
Unlike SEO tactics, PPC ads help real estate professionals divert paid traffic to their websites. While planning paid digital marketing activities, marketers can choose from search engine PPC and social media PPC. Search engine ads appear on search engine results pages based on specific search keywords and search intent.
On the other hand, social media ads appear on the news feeds of the targeted audience. Both search engines and social networks support multiple ad formats. Leading real estate companies increase customer reach by running different ads on targeted platforms.
However, many real estate companies curtail advertising costs by preferring social media PPC to search engine PPC. The search engine or social media users who click through the ads are genuinely interested in the property and offers. Hence, PPC, unlike other real estate digital marketing strategies, is effective in generating high-quality leads in a short amount of time.
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Virtual Tour Hosting
The statistics shared by Statista suggest that online video-watching has become the most popular activity of people across regions. The surge in video content consumption creates opportunities for real estate professionals to showcase a property by posting videos. While creating videos for real estate digital marketing campaigns, they should not use animations or digital illustrations.
Instead, they must establish authenticity using real footage of the residential or commercial property. At the same time, they need to make the videos engaging by hosting virtual tours. The virtual tours will help potential buyers evaluate the property in real time. Marketers can make the video-watching experience more immersive by including 3D imaging and other multimedia resources.
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User-Generated Content (UGC) Marketing
The data compiled by Adweek suggests that 76% of consumers believe that the content shared by average people is more authentic and honest than the content published by brands. Real estate professionals can boost digital marketing campaigns by leveraging user-generated content (UGC). The UGS will enhance the company’s online reputation and win the trust of potential buyers.
Real estate marketers must collect reviews and testimonials posted by existing customers regularly from search engines, social networks, online forums, and other online sources. Additionally, they should enhance brand trust and create brand narratives by using the UGC in a variety of ways – posting on websites, embedding in ads, and sharing on social networks.
Conclusion
While strategizing real estate digital marketing, marketers use multiple digital marketing channels and tactics. The integrated or omnichannel marketing campaigns enable them to keep communication and interactions with potential buyers consistent across digital touchpoints. At the same time, data analytics helps them increase the ROI by personalizing the customer journey by considering demographic factors and current trends.
The technology changes have become really frequent and disruptive nowadays. Small business owners cannot engage and retain customers without integrating conventional and next-generation marketing channels. They need to look for innovative digital marketing strategies to increase online sales and remain profitable in the longer run. They need to prepare and implement a robust digital marketing strategy according to both existing and emerging trends in digital marketing. Also, they have to implement various digital marketing best practices efficiently to reach out to more customers and achieve higher conversion rate. Here are 7 digital marketing strategies for small businesses and startups in 2018.
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