As a real estate brand, you are probably always looking for ways to increase your business.. Generating new leads is very important for you to have success in real estate digital marketing. Unless your buyer is a flipper, it’s unlikely that he or she will buy another piece of property for years after you sell a home, after all.
Whether you’re a new or reputed real estate brand, digital marketing can be an effective way for you to generate new leads and stay connected with your existing clientele base. Digital marketing activities can help you achieve these things if it’s done correctly.
Set Up a Professional, Mobile-Friendly Website
There are approximately ~12,000 real estate developers across India. More than 80 percent of them have their own real estate website. Even if you already have a website, it doesn’t mean you’re getting the most out of it.
Your website plays very important role in success of digital marketing. It is because it’s a reflection of your brand; It is where people will know about the brand and property listings. It is the place where you get conversions, leads & traffic. In order to drive these things, website needs to have certain characteristics.
Almost 76 percent of consumers who search for a local business on a Smartphone visit that business within 24 hours and with the increase number of mobile searches, it’s very important that your website is responsive and user- and mobile-friendly. This means your website’s content, design, navigation and structure must be easy to view on a mobile devices. It must be optimized for people using mobile devices like smartphones and tablets.
Display Advertising
Display advertising isn’t as effective as it once was, But it should be included into your digital marketing plan. Display advertising includes buying ad space on various websites on a cost per impression (CPM) basis. As a real estate brand, it is important to understand on which website and geography you should show your ads. This will in fact the major reason why most of impressions gets burn without any desired results. Proper targeting and right communication are two different but important things on which success of your display campaign depends.
Pay Per Click Advertising
This is one of the oldest and reliable medium that every real estate brand must consider in the plan. Your ads will appear similar to display advertising, But the difference is that you will pay for this kind of advertisement on a cost per click (CPC) basis. Which means the cost of your pay per click ads will be determined by the number of clicks your advertisements get instead of impressions.
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Email Marketing
This kind of marketing medium involves sending information to the email contacts on an email list you’ve already created. Email marketing can be quite successful because you will typically be sending content to people who’ve chosen to receive information from you. Segment based email campaigns, which includes sending emails to set of audience on their behaviour basis or in which category they fit.
SMS Marketing
This kind of marketing type includes bulk SMS sending to mass audience. It requires to have set of category based database with phone number. This is more effective because you get to show your brand communication on their mobile devices, end up with instant lead generation. If you need instant leads, then this medium will help you but beware of quality.
Social Media Marketing
Being successful real estate brand requires your name to be the one that comes to mind whenever someone is thinking about buying, selling, or leasing a property. In order to achieve, you have to position yourself as the go-to realtor by keeping your brand fresh in the minds of consumers. Social media marketing exactly help you do this.
Search Engine Optimization
A strong real estate SEO strategy isn’t something that has a start and end date. It is slow and steady process which consumes time but provide the best and stable results. The truth about SEO for real estate is even a marketing agency that specializes in search engine optimization (SEO) can not create the best possible content for your website that features the perfect real estate SEO. Only you, who knows the everything about your market and local buyer and seller needs, can curate valuable, natural-sounding, search-optimized content so you can rank better in search results. The best way to start this strategy is to implement below ideas:
- Make sure your website & project images are completely optimized for search.
- Make sure you add proper meta tags into your pages.
- Continue to produce quality content featuring keywords that already help you rank high in SERPs.
- Create more content just not related to your project but also multiple aspects such as location, guides & investment tips.
- Find long tail keywords of your local market and include in the SEO plan.
- Reach out to valid publications and bloggers to get backlinks for your real estate website.
- Use tools that can give you more insights into your website’s domain authority.
- Increase your social media activity extensively to get your tweets, Google+ post and other social updates on top of search page.
Video Marketing
With the increased number of videos viewed on mobile devices, it is obvious that viewers are interested in authentic videos that are designed to both entertain as well as inform them. You can create list of videos that are authentic by doing things such as interviewing satisfied clients, interviews, project walkthrough & project. Next step is to distribute these video on multiple video sharing websites such as Youtube, Vimeo, Dailymotion, Twitch & Metacafe. You can simply upload the videos into your channel and use video advertising platform to reach out to mass audience. Video advertising includes buying space on various channels on a cost per view (CPV) basis.
Many brands across countries have experienced measurable success with digital marketing. With real estate being such a visual field, it is clear that real estate brands have a great opportunity to create online marketing campaigns that are highly successful.
Nowadays majority of home-buyers use the internet to shop for their dream home, it’s more important than ever that your real estate business stands out strong digitally. Build a user-friendly site, optimize for local traffic, and cross post your property photos and videos to social platforms to capture leads.
Mansoor is an established digital marketing professional and consultant in the field of real estate. He has more than 9 years of experience in all aspects of digital marketing.
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