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5 digital marketing strategies for Real Estate
Introduction to marketing applied to Real Estate
Marketing for the real estate sector is a type of marketing that aims to improve the visibility and marketing of properties. It is a branch of marketing that is very different from the rest, since the value of the property is high. This translates into a much longer decision time for the client, hence its complexity and the importance of good planning.
Digital marketing, therefore, seeks to bring sellers and buyers with common interests together effectively through digital channels.
In our blog we explain in more depth the benefits and advantages of Digital Marketing for the Real Estate Sector.
Marketing and sales go hand in hand, but they are different.
Yes, they do. Marketing and sales are two fundamental parts in the sale of homes, but they represent two independent phases.
Firstly, marketing is the initial phase in the process of attracting and communicating with the potential client. In this sense, both organically and with paid actions, the agency carries out actions to shape the conversion funnel, from the TOFU (top of funnel) to the BOFU (bottom of funnel).
These actions, detailed in the following section, seek to attract an audience that is actively looking for housing. Therefore, digital marketing is in charge of sifting the audience and increasing the engagement of the audience of interest with the brand.
Secondly, the commercial part represents the final part of the sale, since it must be an expert team that achieves the conversion. This team must work with users who have passed through all parts of the sales funnel and take advantage of their real interest.
Therefore, we can say that the marketing staff takes the users to the door of the house and the sales team welcomes them and shows them around. And so, between the two of them, they manage to improve the conversion rate.
Effective marketing strategies for the real estate sector
These are the 5 digital marketing actions that can be applied to your Real Estate company.
Lead generation campaigns
In these campaigns, designed so that users leave their information to be contacted, the brand can ask personalised questions to gather information. For example, you can ask the user in which city they are looking for a house, or if they prefer coastal or mountain areas. In this way, the first call can be made with key information as a basis for a more personalised service.
Personalised emails and automations
As we increase the number of users in our database, we can classify them according to interests or demographic data in order to be able to make personalised communications. In addition, by creating email flows based on the behaviour that users have with the first email, we can guide our entire list of users, in a different way, towards a specific action (schedule a meeting, for example).
Live virtual tours
There are now platforms that allow live virtual tours. In these tours, all the rooms of the property can be visited, and even modifications can be made live at the client’s request. These activities involve both the marketing and sales teams. The former organises the event and is responsible for increasing demand, and the latter for conducting the virtual tour and answering any queries.
Collaborations with other complementary brands
In such a hyper-connected world, collaborations between brands are the order of the day. Whether with furniture sellers, decorators, or any other brand outside the Real Estate world, synergies can be created to increase the reach of the brand and attract a greater number of users.
Collaborations with influencers
Likewise, collaborations with influencers are a resource widely used by real estate agencies and developers. It is very important to select influencers based on two criteria: level of engagement and type of audience. If the person has followers of the age and interests sought by the brand, they could act as a loudspeaker for the brand.
The Real Estate sector must carry out digital marketing actions both organically and paid, since the needs of the current client have changed.
It is very important that these strategies are in line with these needs so that the conversion rate is good.
Also, it must be clear that, although marketing and commercial tasks are complementary, these teams have a clear differentiation.
These marketing actions can be carried out either by internal staff or by an external agency such as Atlas.
Contact us to discuss possible collaborations and take your Real Estate business to the top.