Image credit: Keller Williams Realty, Inc.

Real Estate Digital Marketing - 5 Incredible Things to Become a Front Runner in

The huge impact of digital marketing on real estate is undeniable. This contemporary type of marketing has entirely transformed the way realtors approached properties’ potential purchasers.
By Devon Vo | EnvZone Staff
on August 14, 2019 | 13 min read
Image credit: Keller Williams Realty, Inc.

Real estate digital marketing give chances for real estate businesses to thrive in this dynamic digital age, owners are required to adjust and keep up with the evolution.

According to the ‘Real Estate in a Digital Age 2018 Report’ by National Association of Realtors, in 1981, there is 22 percent of home buyers find a home by reading newspaper ads. In 2018, this number has been doubled by 44 percent. However, instead of using advertisement in newspapers as sources of information, now people gradually shift to websites by realtors, real estate agencies, and so on.

How digital marketing shapes the real estate market in 2019

The huge impact of digital marketing on real estate is undeniable. Though the market has not been changed completely, this contemporary type of marketing has entirely transformed the way realtors approached properties’ potential purchasers.

The occurrence of this major change happens on account of customers’ preference for the convenience of digital tools. People still make their final decision after observing the field. However, online information assists them in researching before viewing the properties. Hence, it is beneficial for you to have a strong presence online.

Following are 7 major changes that data-driven marketing has made on the immovable property market:

Boost Exposure

Before the presence of the internet, the marketing activities by real estate agents only occurred in a specific geography, and one agent could only deal with the market in one certain area.

Today, the game has changed, by produce various advertising campaigns, spreading over the internet, especially with the help of social media and web traffic, real estate agents has attracted potential clients from diverse geographic locations.

In fact, this movement leads to an increase in competitiveness within the market. At a result, electronic marketers are required to remain in line with the progressing technology patterns.

Automation

To be more precise, it is digital marketing automation. When time is insufficient for you to be more engaging, develop more content, and do more customization, marketing automation will be of service.

These tools will support in automating repetitive tasks such as social media posting, email and text marketing, home value reports, etc., or even online scheduling. It is not only commodious but also brings your targeted clients the experience of being more personalized.

In the end, digital marketing automation is at hand to solve much of the time-consuming tasks, as well as garner the consistent flow of leads.

Chatbots

Chatbots are the technology that has been noticed in recent years. These tools use the combination of voice, text, and messages to reply to customers.

These chatbots come in with many different forms, automated reply on Facebook, automated email, or SMS bots. Their role is to deal with customers who are regraded to be on top of the funnel. To put it in an easier way, people who are not certain if they would buy or sell the property will work directly with the bots. The information from those people will be immediately gathered and analyzed to produce relevant questions in conjunction with developing qualified answers. Moreover, in cases when it is needed, the bots are able to divert the conversation to a person in charge.

Apparently, for real estate agents, chatbots partly generate traffic to collect and convert leads into customers.

AR

From recent years, technology companies have made AR accessible and easier to offer.

So, what is AR? And which role does it play in the real estate digital marketing?

AR is the short form of augmented reality. Techopedia defined AR as a type of interactive, reality-based display environment that takes the capabilities of computer-generated display, sound, text, and effects to enhance the user’s real-world experience.

In real estate, AR helps to tackle the problem of observing the property in person. Using AR, your agent can offer clients a virtual tour of properties as well as the neighborhood, as you can present them the expected construction of a finished project together with a feel of the surrounding area.

Blockchain technology

As reported by Digital Agency Network, the world’s apprehension on financing and monetary systems have presently been revised by the blockchain technology. Moreover, its advantages are being applied in digital marketing as well.

By allowing marketers to track the placement of their ads and ensuring their targeted customers to click them, this technology turns customer engagement data to a more accurate and relabel source.

As a result, your marketing assets will not be wasted.

Social ad campaigns

It’s undeniable that social media is an extremely effective and reliable marketing channel. Joining this huge network, you will receive various fresh offers which make it’s possible to target markets specially and more effectively compared to the past. Those mentioned fresh offers are geofencing and improved retargeting.

To be the first runner in this harsh competition, realtors need to create advanced social projects that utilize the complete variety of tools and styles. Companies that invest in advanced social methods are most likely to find an outstanding ROI on their investment.

Influencer marketing

People are prone to authentic and real experience, which explain why they are likely to believe in a person rather than advertisements. Influencer marketing, in this case, becomes extremely useful. Though it is pricey, it is worthy.

To make the best out of it, you need to select the most suitable presenters, those who can reach out your right consumers. Furthermore, an effective hashtag that your clients can remember easily can be used to support the campaign.

Tips from expert for real estate digital marketing

Understanding the importance of generating leads and influence in the real estate industry, FitSmallBusiness.com has interviewed with 19 experts, those who were willing to give tips, which probably will help you to get more clients.

Write strong web content

The internet nowadays is very powerful, and you should take every possible advantage of it in your business. You can either create your website as a real estate agent or use the website of your agency to write strong web content. Research the keywords which clients use to look online for agents and properties in your location and incorporate them in your web content. One of the easiest ways to create content is through writing blogs. You will be able to generate new leads through their searches on the internet with relatively little effort and at a reasonable cost.

Daniela Andreevska, Content Marketing Director, Mashvisor

Build your online presence

Digital media and online presence are the future of generating clients in real estate. The days of cold calling expired listings are over. Clients nowadays want to do their research and know who you are and what you have to offer before ever contacting you. A strong online presence — so clients can find you — combined with a robust explanation of the services you provide, what sets you apart and client testimonials that prove your worth are all essential.

Steve Novak, Co-founder, Walden Novak

Use webinars to generate leads

Webinars are the open house of our time. They create incredible leverage for your business, allowing you to be on an appointment with a buyer or seller while your webinar is lead generating for you. Another benefit of webinars is that you can have multiple versions running at the same time. Using tools like EverWebinar, a recorded webinar can be created and consumed in multiple neighborhoods and client demographics.

Chad Peevy, Founder & CEO, The Agent School

Use an IDX feed on your website

One of the most successful ways to get real estate clients is by building a website with an IDX [internet data exchange] feed and a boost from Google AdWords. It has been a great way to meet new clients, and it also allows you to feature your listings. This type of website pulls listings directly from the MLS [multiple listing services] and displays them in a very search-friendly manner. You can track what people are looking at and suggest other similar properties. If you have a listing that meets a lead’s home search parameters, your website provides you the ability to push the listing to the lead.

Christopher Krogmeier, Broker & Owner, Lake Country Home Realty

Promote your properties using high-quality photos

One of the main things you can do to increase your sales is to take a set of attractive property photos which will complement your real estate listing. You can hire a professional photographer or take the pictures yourself, but make sure you have a good DSLR [digital single-lens reflex] camera and a tripod. Also, consider online real estate photo-editing services that will improve your photos and remove all unnecessary things in the background to make them look more enticing to your prospect clients.

Ann Young, Blogger, FixThePhoto

Work open houses

One of the best tips for finding real estate clients is to work open houses. This is by far the absolute best place to find predisposed buyers week after week. Neighbors are always checking to see how the local real estate compares to their home. These neighbors may know someone interested to buy properties within the area, so they are a great source of referrals.

Shawn Kunkler, Real Estate Agent, Paragon Real Estate Group

Volunteer in local communities

There is no better way to do that than by volunteering in your local community. This is a win-win, meaningful and organic way to generate clients in real estate. You get to do good for the community and meet people who get to know and trust you. These may be the same people who will also trust you with one of the biggest financial decisions they will make. It is a much more solid and secure source of referrals and one that is usually ongoing.

Jamie Klingman, Realtor & Owner, Boutique Realty Florida

Inform your friends and family that you’re in the real estate industry

When starting, your friends and family will almost always be your most immediate source of business. Statistically, about 14 percent of the population moves each year. As an example, if you have around 100 to 200 contacts in your cellphone — that means 15 to 30 of them will move this year alone. If you focus on letting your contacts know that you’re in real estate, you’re likely to get that many more leads and successful outcomes — just think, all those times making small talk while waiting to pick up your kids from after-school activities could pay off.

Dan Spransy, Broker & Owner, Realty Executives Cooper Spransy

Be involved in charitable causes.

Real estate is an evolving business, facing numerous disruptors in the marketing and distribution channels. Even with the continued intrusion from technology, real estate is still a people person business. Try to get involved in charitable causes. For instance, donate a portion of the proceeds for each closing to the charity of your client’s choice after closing. This initiative may help you gain new customers as many people have charitable causes; they are passionate about.

Justin Moundas, Real Estate Agent, Douglas Elliman Real Estate

Post Real Estate Updates on Social Media

Work on growing your social media like Instagram and Facebook. Show people that you are constantly doing real estate every day. Show all your wins, promote yourself, share what you’re doing and share posts. Work with videographers and photographers who can produce your social media content. This can grow your following on social media because of consistent posts and highly produced content, and these followers may be converted into clients.

Shelton Wilder, Real Estate Agent, Shelton Wilder Estates

Engage in Online Public Relations

Engage in online public relations (PR) and have yourself quoted in various real estate blogs and websites as often as possible. When a prospective client sees your useful comments or contribution to a blog or article, there’s a big chance that this client will contact you.

ruce Ailion, Realtor & Attorney, RE/MAX Town and Country

Promote Consistent Niche Branding

Agents usually focus on short-term lead generation, which tends to be “one-and-done” approaches. Instead, if you focus on creating a name for yourself through branding yourself, a particular property type or neighborhood — think “niche branding” or “niche farming” — you will yield ongoing leads from your cumulative efforts. For example, create a neighborhood-specific website, with neighborhood history, local events, key phone numbers, real estate stats, blogs sharing your experiences and, but not necessarily, real estate listings. Send emails and mailers to people who live and are interested in the neighborhood.

Sep Niakan, Owner & Broker, HB Roswell Realty

Use Facebook Advertising to Generate Real Estate Clients

Use Facebook advertising to dial in your target market for either buyers or sellers. Facebook makes it easy and cost-effective. Make use of videos to discuss many topics along with places of interest in town. Also, post real estate and nonreal estate-related content on your Facebook business page. Be consistent in posting contents to build a following as this is an effective way to bring in new clients.

Aaron Bowman, Realtor, Mazz Real Estate

Put Yourself Out There & Network

The more people you meet, the more potential clients you will have. Everyone you meet should know you’re a real estate agent, and you should always have business cards and an “elevator pitch” ready about the brokerage you work for, your experience and expertise. Attend industry and community events. Join investing groups and other organizations you’re interested in. Network with other business owners and cross-promote each other. Once you’re active in your community, you get to know it better. You’ll then be considered an expert and residents will trust you to sell their homes.

Allison Bethell, Real Estate Investing Analyst & Writer, FitSmallBusiness

Put a Sign in Your Yard

If you are an agent who lives in a neighborhood that allows yard signs, you can put one of your own real estate signs that you would normally use in a client’s yard, but attach a rider that says “I’m an agent. Got Questions?” Then, attach the box for open house flyers but make it smaller and private with a pad and pen so your neighbors can get in touch with you as soon as they see the sign. People walk by your home every day. You can do marketing by offering to help someone with no strings attached — people don’t appreciate the push, but they always respect the approach when it comes with a hand in, not out.

Contessa Corkern, Founder, BeeConnectedNow

Build Your Brand Around the Customer

There are many agents in the market, and it can be hard for customers to differentiate between them. You should be able to communicate with the consumers and know their needs. Understand what is important to the customers you want to do business with. In the end, a consumer chooses to work with a real estate agent who can help them with their needs. For example, if you’re dealing with a first-time buyer, lay out the basic steps of the process. Discuss when and how the customer would like to communicate and set expectations about what the borrower will need to do to be successful. This can establish credibility and build confidence.

Craig Martin, Managing Director, J.D. Power

Give Seminars & Workshops to Meet Potential Clients

Give seminars and workshops for buyers, renters, and sellers to meet potential clients from different organizations. For example, you can travel to schools and do seminars about renting. This can lead to a few deals each year and a chance for a long-term investment as some renters tend to buy after their rent expires.

Karen Stone, Licensed Real Estate Broker, Halstead

Get Real Estate Clients Through Farming Method

Farming involves mapping a specific neighborhood or area, calculating the marketability of the farm zone. According to the National Association of Home Builders, the average homeowner plans to move every 13 years, with younger, first-time homebuyers relocating slightly more frequently. From there, you can use data on the neighborhood and specific properties found in the Realtors Property Platform to start conversations with homeowners in the area. Marketing pieces, such as postcards, can be valuable, but our greatest reward comes from establishing relationships in neighborhoods, by meeting people on their sidewalks and in their living rooms.

Claire Bisignano Chesnoff, Realtor & Broker, Claire Properties

Host Events for Clients

One way to network and get to know potential clients is to host client events. This could be a shredding party in which clients and neighbors could come shred their documents and kids could play in the bouncy house. It would be a great opportunity to connect with people and provide value.

Lindsay Levin, Realtor, Berkshire Hathaway HomeServices Georgia Properties

Automate Listing Promotion on Social Media

Maintaining a consistent, relevant presence on social media is vital to reach potential clients. But for some, being consistent with social media posting and engagement can be challenging. Adding automation to your marketing toolbox can help simplify tedious processes and free you up to create a real connection with clients. Automation can help with everything from creating a listing property site, to follow up with inquiries via text messages or email.

Amanda Jarrell, Marketing Director, Paradym

Be Yourself

There’s a ton of pressure in real estate to be a “shark” or a “tiger” (or some other kind of ferocious animal metaphor) in order to get as much business possible. But we don’t buy it. At Follow Up Boss, we’ve watched our clients soar to #1 status in their markets simply by doing things with a hefty dose of authenticity, for example: hosting local charity events, sending relevant and personalized emails, and refusing to talk lending over the phone.

None of these approaches is the magic bullet for getting more clients. These methods work because they accurately reflect the team leader, the values that person lives day by day and the way they’ll actually behave when coming face-to-face with a client. Think about the things that make you unique as an agent, then choose the marketing tools that match those characteristics as closely as possible.

Dave Lawrence, Head of Growth at Follow Up Boss

Give Free Advice on Internet Forums

Homebuyers and sellers use internet forums like Reddit, City Data and StreetEasy for advice. Check out these forums and offer free advice if you know how to help solve their problems. This can help you expand your network, and these people also might inquire about your services later on.

Emile L’Eplattenier, Real Estate Sales & Marketing Analyst, FitSmallBusiness

Bottom lines

Over the past ten years, the real estate business has been under the digital transformation. Houses are being bought in a different way, with online market research comes first, customers know what they want out of their future home.

Digital marketing is a real game-changer. Having a good strategy for it can help you take the lead. Via this article, we hope that you can have a vivid overall picture of this type of marketing as well as a suitable approach to take advantage of it.

This article is also credited to Digital Agency Network, FitSmallBusiness.com

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