Digital marketing for the real estate sector

Digital Marketing for the Real Estate Sector

In this article we are going to talk about why it is a good idea to apply a digital marketing strategy in the real estate sector. Today we find ourselves in a complicated situation in order to develop and get our companies off the ground. There are many options, too much information and sometimes we feel that we have to do everything not to be left out of the market.

The Atlas team has worked with digital marketing projects for the real estate sector and has experienced with the challenges that both developers and real estate companies face when using digital media to reach their target audience or generate new sales opportunities. This is why we have decided to write this article and give you the main keys to get your online strategy off the ground.

1. What is digital marketing

The discipline that encompasses the actions and advertising or commercial strategies that are carried out in media and/or channels on the Internet. The transfer of offline marketing actions to the digital world. In this case we will see the application and benefits of digital marketing for the real estate sector.

A relevant fact to bear in mind is that, in the United States, the National Association of Real Estate Agents reported in 2017 that 44% of buyers had previously carried out an online survey of properties for sale. This fact confirms us that getting into the digital market in the real estate world is vital today.

2. Benefits and advantages of the digital marketing plan

2.1 Saving time and money

There are many reasons to invest in digital marketing in the real estate sector. If we simplify these reasons as much as possible, we are talking about a huge saving in time and money.

Content is one of the best ways to reach potential customers within the real estate sector. In this sense, it is important to establish a relationship of trust with the potential client, a relationship that is crucial in the final sale of the property. To generate this relationship of trust, and in the absence of the personal relationship of offline marketing, the presentation of information and quality content play a fundamental role.

Specifically, the use of video is quite powerful, in general any resource that allows the property to be appreciated in a realistic way. This allows customers who later decide to take an interest in the property or to receive more information, to have a much clearer decision to buy. We have worked with exceptional quality renderings, virtual tours and 360º creativity that have encouraged the potential client to trust us and take an active interest in the purchase of the property.

With a more qualified client thanks to that previous information and deposit of trust for the quality content, the conversion process is much easier. In this way we can save the large fleets of agents to carry out the visits to the properties.

In the end, planning a good marketing strategy (mix between offline and online actions), creates a saving of time and money in the long term. It is invested exclusively in attracting the customers who are most interested. Furthermore, we should not forget that, by having a digital marketing plan established for its execution and including various branding, acquisition and positioning actions, we will be working on our leadership in the market in the short, medium and long term.

2.2 Image/branding exposure

Another of the great advantages of digital marketing is that it allows us to create and position a strong, specific, professional image and its corresponding exposure of your real estate business. After all, creating a digital marketing strategy based on a good image creates a complete ecosystem. A much more complete branding exercise than simply interacting with the people offline.

With research methods such as Keyword Research, you can specialise very well in the image you want to convey. You can choose the fundamental aspects in which the business is different and work on them. That is to say, attributes such as luxury, personal, exclusive etc, can be included in the digital marketing plan to create a strong and characteristic image based on the products and services offered.

With a good execution, at the end users find you for exactly what they need and what you have. Making the connection much stronger and more effective.

2.3 Promotes reputation/branding

Linked to the previous point, but at a more advanced stage, is the creation of reputation once the service or sale has been made. Fluid communication with the client is fundamental both in the process and afterwards.

This includes reviews, answers through social networks or questions in articles, answering and asking for feedback from the client to see what can be improved. When a potential client gets to know us through digital media, they will look for reviews and recommendations from other online users about our work, our conditions of sale, etc. Having a good reputation online will help us to strengthen the relationship of trust we mentioned earlier.

Exposing the opinions of clients is very beneficial in every way. It is one of the best ways to create trust with the brand, the closest thing to word of mouth in the digital world.

2.4 Effectiveness

Opting for a digital marketing strategy is to gain in effectiveness. Online campaigns are able to create greater impact at a lower cost. Both in the short and long term, there are different areas of work for this. A balance between a short and long term strategy is the key. From there, a 100% effective investment is achieved.

With a developed and professional practice, in the case that the migration to the digital world is at an early stage, what we recommend from Atlas is a balanced effort. That is to say, investment in SEM, in positioning through advertisements, is fundamental in an early stage to make known and achieve liquidity in the short term. On the other hand, we must not forget about SEO when we look at the longer term.

Organic web positioning is a long-term investment, providing real results with a certain investment of time and effort. That’s why the recommendation is to invest in both for a perfect complementation. SEM provides short term sales, and SEO alone provides long term results. A union of both is the combination that ensures short and long term success.

SEM and SEO difference for Digital Marketing For Real State

2.5 Reduced risk

Improving technologies is not only about making a better and more effective impact on the public. One of the main functions and where this digital world has evolved best is in the measurement of data.

How do we know if everything is going well without data? How do we know what we need to change?

This is one of the MOST IMPORTANT points in digital marketing strategy. Thanks to the amount of data that can be measured instantly:

  • Error corrections can be made immediately.
  • Effort can be redirected to what is working best
  • Storing information on potential clients that is essential for their subsequent treatment in person
  • Discovering customer needs that had not yet been developed or taken into account

Amongst many other technical aspects that serve to develop the plan by the most effective method. KPIs (Key Performance Indicators) must be given the importance they deserve in order to achieve the proposed goals and objectives.

3. Implementation of the strategy

3.1 Preliminary analysis

Once we have seen all the advantages of presenting a digital marketing plan in the real estate sector, we will move on to see the process for its implementation.

The first thing to do is the analysis. To carry out a real estate marketing plan is to know what kind of situation our own company is in. We must take into account the presence in the local market, the state of the competition and what differentiates us from it, who our potential customers are.

At the end of the day, getting to know us and the rest of the companies in the same field related to the market situation with the aim of studying the environment and what we specialise in.

Our digital presence

What state are we in?

Have any previous exercises been carried out on social networks?

How is our website?

These kinds of questions are essential to start asking. We should not be afraid to acknowledge the mistakes that have been made. It is not worth covering up. The best thing is to be sincere in order to mitigate those mistakes in the best possible way.

What line of communication does our networking competence follow?

How can we complement and differentiate ourselves from it?

SWOT

For all this, one of the most classic but effective tools is the SWOT analysis. It is fundamental in any marketing strategy.

Its acronym is:

Weaknesses: Internal weaknesses of the company. Young real estate agency, new offices in other cities, reduced fleet of agents, low presence, etc.

Threats: Negative points related to the environment. Strong competition, economic crisis, inability to meet due to pandemic situation, etc.

Strengths: Internal strong points of the company Experienced staff, specialisation in a business area, competitive prices, etc.

Opportunities: Positive points related to the environment. The competition has not yet had a great presence in the digital world, for example.

Example SWOT Digital Marketing for the real estate sector

Thanks to this analysis, it will be possible to determine in which areas more work is needed. It will also be possible to distinguish those new exercises that can make a big difference and get our real estate company off the ground.

To carry out this analysis, you can use free or paid marketing tools such as SEMrush, Moz or others offered by Google, which are extremely useful. We will talk about them later. But it is important to emphasize that the analysis of this big data is important for such a competitive sector.

Examples of measurement: direct organic and paid traffic to our page and from the competition, daily and monthly visits, number of pages indexed, interactions in social networks, level of positioning, incoming and outgoing links to our page, level of authority and domain and a lake etc.

3.2 Strategy

3.2.1 Objectives

The correct definition of objectives is as important as any stage in this development of a digital marketing plan in the real estate sector.

They are those related to our online presence, website, PR etc. focused on achieving the sales objectives of the business.

In order to develop them in a correct way they have to be based on some criteria called SMART. They must be Specific, Measurable, Achievable, Realistic and based on a specific Time.

SMART
  • Specific. Correct: Sell 50 properties. Wrong: Improve sales
  • Measurable: Correct: Appear on the first page of Google with X Keywords. Wrong: Increase our online presence
  • Achievable: Right: Digital marketing plan in 2 main social networks. Wrong: Marketing plan in ALL existing social networks. The company’s staff and budget limitations must be taken into account
  • Realistic: Right: Improve property sales by 15%. Wrong: Improve property sales by 300%. Avoid speculation and keep your feet on the ground.
  • Temporarily limited: Right: 9 month social media campaign. Wrong: Social media campaign until you sell more. You must have a weekly/monthly control. Monitoring and checking progress is very important as mentioned above.

3.2.2 Tactics

It’s time to start working. To specify the actions that will achieve our digital marketing objectives for the real estate sector

Say no to IMPROVISATION. Once this point has been reached, the information must be clear enough for the development of an action to be fully measurable and adjusted to reality. Hence one of the main advantages, reducing risks.

We have to put solutions to problems on the basis of objectives. For example: Development of a new page if there is none, analysis and SEO optimisation of the current page, Google Ads campaigns, FB ads, SEM, planning useful content for our public in articles, development of news for social networks and long, very long etc.

3.2.3 Analysis and optimisation

As we have seen in the advantages of a digital marketing strategy in the real estate sector we must always have analysis as a priority.

Once the plan has been implemented with its respective actions over time, we must monitor its performance and effectiveness in order to correct, redirect and improve its progress.

Making a report with the corresponding KPIs to see what has been done to date is a must in any marketing plan. This analysis must be linked to each of the actions to know exactly what needs to be improved.

Why so much insistence?

Because of experience. To measure, analyse and optimise. One can never predict exactly how things will turn out. The real key to success is a constant and well measured work, agility to correct and improve in REAL TIME.

3.3 Resources/tools

3.3.1 Videos, images, tours, augmented reality

A lot of resources exist today to make selling to the customer a real experience. Video resources are a priority and more so in these times to show the properties and make an idea of what they are going to invest so much money in. Equally important are the image resources with their respective important content. We will not repeat the obvious either.

What is worth noting is the great boost that augmented reality tools are getting in the real estate world. Due to these hard times of pandemic, virtual tours are being used to show the properties in a more secure way. Just like pre-sales to real estate that is still built. This way the client can really appreciate what is going to be done with his investment. This type of tool comes with all the details like being able to change the furniture in the house in real time.

But watch out! It is not all about presenting the product. For the video, what works best is to present the services themselves. Showing our promoter or real estate agency, the professionals that are part of it, information, corporate part etc. To generate that confidence that we talked previously.

Here is an example of a virtual tour by Icaro Producciones from Argentina. An example of what can be done with these resources.

3.3.2 Content marketing

One of the strong points for attracting users to the web and being able to rank high on Google pages.

The creation of useful content for clients is fundamental as part of a digital marketing strategy in the real estate sector. Create worhtly information that customers need to read before the purchase process.

That is to say, quality news that helps to make a better decision when buying, renting or selling a property. About the city, area, laws, changes, improvements, aids etc. This flow of information creates confidence, positioning, reputation, all advantages for the investment of time and money that it involves.

It is important to take into account that these pieces of information must be useful and try to rank as long as possible. Unless they are flash news that are only valid at the moment. But the most advisable thing is always to publish less, but with better quality.

3.3.3 Social media

Main function of the digital marketing strategy, the strategy in social networks.

The use of social networks to communicate with our brand’s audience. To increase the number of times we appear in the eyes of our audience. We must be as active as necessary to create a significant flow and make our brand a standard in the area.

Once the target audience has been defined, we need to see what content to publish and how often. Make an editorial calendar of publications on social networks. Without neglecting of course the daily interaction in groups, hashtags of interest or any doubt that we are asked.

You can also carry out lead acquisition campaigns (potential client contacts) through RRSS. These leads will then be passed on to the sales force who will be in charge of the sales process.

3.3.4 Seo/Sem

There is little left to comment on what has been said before without going into the technical aspects, which are infinite.

Working on SEO means working on visibility. Achieving visibility is attracting a target audience that translates into sales. It is a process that is not instantaneous but once achieved it is a base that makes you different for life.

Is SEO on the first page?

Yes, and no, it depends. It can appear on the first page in many ways. The important thing is to do it on the one we really need.

SEO is work, it is perseverance and dedication. Positioning in a competitive market such as real estate is not easy, but it can be done. It is also something that cannot be done without. The best thing is to do it as soon as possible and with the best quality.

Without going into many technical issues, it is important to work in all areas of SEO. A well-structured page, appropriate content, mentions and external links, content collaborations, optimised images etc.

SEM is Search Engine Marketing, or usually referred to as paid search engine advertising campaigns. It is a good option if immediate results are needed. If you need an initial push or help or if you have a specific campaign underway. They must be well segmented, structured and with good content to obtain the desired benefits and the audience we know you will really convert. Although it may have different objectives, branding, traffic, sales etc.

Digital marketing for Real State SEM vs SEO

3.3.5 Data analysis, results and correction

YES, again. We have to analyse the data provided by digital analytical tools for decision making, before, during and after.

Extract the big data, translate it and turn it into an opportunity and a competitive advantage. We will not repeat what we have already explained, but it is important to mention it again.

3.3.6 Process automation (CRM)

Another of the great points of digital marketing that produces considerable savings.

Depending on the client portfolio you manage, you can invest a lot of time in creating personalised messages for each one. For this purpose, complex but easy-to-use programmes have been developed that can make these tedious jobs much easier.

For example, to carry a weekly or monthly newsletter. It is possible to automate the sending of this one. Communication with potential customers, notifications of new news, measuring results, user interactions and reactions etc.

Advantages of process automation, communication with customers, with partners, notifications of new news, newsletter, measurement of these results automatically.

Ejemplo automatización CRM en marketing digital para empresas

4. Conclusions

In order to differentiate ourselves in a sector as competitive as the real estate sector, a complete digital marketing strategy is needed.

Every day it is more difficult to differentiate yourself in a changing and increasingly digital market. Even more so with the times, which is why we need to make use of the resources that work best today.

That is why we at Atlas invite you to put it into practice. We are a group of experts in digital and international marketing for more than 15 years who have worked with clients in Europe and associates in different parts of the world.

We have case of success that corroborate us, take a look at them!