Real Estate Marketing, The Revolution Reaches The Housing Sector

Written by Posted On Friday, 26 July 2019 09:25

We all, at some point, have passed or will go through the process of looking for housing. Buy, sell, rent... the public is varied and fierce competition. And, to respond to all of them, the real estate sector is in charge.

What strategies can be followed to differentiate? How is the market changing and how to attract customers? We will see where people are looking for and how to get there. Whether you are an active part of the sector or if you have only been at specific times, pay attention because this will interest you.
Today, we go to the brick, how to sell and rent. Today, we talk about real estate marketing.

What is real estate marketing?

The set of marketing actions are aimed, on the one hand, at the acquisition of real estate suitable for sale and, on the other hand, at the attraction of potential buyers or lessees thereof.
It has been a sector, by default, very traditional. While many agencies retain a stale aroma, many others have appeared with groundbreaking techniques. We are moving from the simple “FOR SALE” posters to guerrilla real estate marketing techniques and real estate internet marketing.
Besides, the way of searching has changed, 81% of shoppers use the Internet as a source of information. Google and online platforms have changed the walk from agency to agency or search at street level.
Let's see what has been done so far and how things are changing. We are still looking for a flat, will we find it?

Real Estate Marketing Strategies

To facilitate the analysis, we will divide the possible strategies between online and offline, although the ideal would be the combination of both.

Offline Real Estate Marketing

The traditional way of advertising in the buying and selling and rental of real estate has been outbound marketing. It is a form of unidirectional advertising in which you offer information to someone who has not asked for it. Some common ways are:
• Mailbox: Surely, almost daily, you receive advertising from real estate agencies.
• Brochures in cars: It is a little less intrusive than the mailbox. Like the mailbox, it is based only on a basic geographical segmentation.
• Static advertising: in buses, advertising panels, canopies...
• Press: more and more is used to promote marketing actions and not services.
In addition to these actions, the organization of fairs and real estate events is becoming more frequent. In this way, we know the people who have a genuine interest in the acquisition or rental of a property.

Online Real Estate Marketing

The new search patterns for flats on the Internet imply a challenge for real estate agencies because they have to adapt to new ways of accessing people's information. The trend is unstoppable; let's see what digital real estate marketing strategies an agency can apply:
• SEO: Imagine an agency that comes out in the first position when people search on Google for “buying a flat.” Logically, you receive more visits than the one that appears on the fourth page. So let's not talk about the one that even appears.
• SEM: There is another way to appear in the search results, paying. Look at the image, and you will see which results are organic (SEO) and which ones are paid (SEM)
• Inbound marketing: It's about attracting interested customers through free content. For example, through a blog, a video, social networks. Then, and thanks for giving them more content, we turn those people into leads, and we will prepare them for sale. If you want to know more about Inbound Marketing, don’t forget to enter our specific section.
• Email marketing: Many agencies send a weekly newsletter with new homes, offers, and more information about the sector. If you want to know more about email marketing, do not miss this post.
• Social networks: It's not just about uploading photos of flats. More than to sell directly, you can make more use related to interaction and trust-building. Moreover, there are also draws and contests.
In real estate, there is usually a specific desire to get the exclusive buyer and seller real estate leads. However, the reality is that it is not about having more and more names on a list, but about having higher quality contacts. Although the possibilities for defining a real estate marketing plan were limited for some time. Today, the ocean of the Internet gives us endless options.

Where to throw? Where to focus our efforts and resources?

Let's see how to choose the path that our real estate marketing strategy should take. We have a plan!

Real Estate Marketing Plan

We have a definite limiting factor: our resources. The idea of a real estate marketing plan is to be able to assess and choose which strategies will be most effective in achieving the desired objectives.
"For those who don't know where any wind is going, it's favorable."
That phrase perfectly defines the importance of having a strategy. Without an objective, we will never know which path we should travel.

1. Previous work

We have to take into account several data:
• Ideal client: Who is it? What do you like? We have to define a buyer to direct our real estate marketing actions.
• Reach: Where are you shopping right now? And, how are we going to get there?
• Resources: What budget do we have? What collaborators are we going to need: photographer, editor, publicist...?
• Competition: What is our competition doing? What attraction strategies are they performing?
• Current situation: Through a SWOT analysis, we will see our internal status (Weaknesses, Strengths) and external (Threats and opportunities).
The idea is to draw a general scenario that allows us to define how we are and how we want to be. Therefore, we must be rigorous, but without falling into a paralysis by analysis.

2. Objectives

We must keep asking questions:
• What do we want to achieve?
• How many sales do we want to achieve?
• What priority activities should we improve to achieve?
Take your time, analyze very well in what moment you are, and decide what you are interested in focusing now. Do not lose focus.

3. Actions

Once the strategy to be carried out is defined, we must specify what real estate marketing actions we are going to implement. First, we will classify the activities between online and offline. Then, for each step, we must specify which objective is aimed at and how we will implement it.

4. Measure results

Now the job is to evaluate the metrics that we will have set when defining the objectives:
• Turnover.
• The number of properties captured.
• Attracting potential customers.
• Etc.
Although it is not always easy to measure the conversion of a real estate marketing campaign, we need relevant data that allows us to discover what has worked and what has not.

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