In recent years, the real estate sector has suffered from different scenarios of crisis, inflation, interest rates and unemployment. It is no wonder that many of the prospects for the real estate sector have become unstable. However, being optimistic or not, there is always the certainty of the great challenges that this area demands. And that is precisely why real estate marketing should be explored to the fullest.
After all, if the market and economy are doing well, competition for construction companies or real estate companies will increase. In the same way, if the market is down, it is normal for companies to try even harder to sell and overcome obstacles.
Thus, what these two scenarios have in common is precisely the need that companies in this sector have to develop strategies to stand out and sell more. Lucky for you, real estate marketing and its solutions were boosted by the emergence of the internet.
In this article, we discuss the main real estate marketing strategies in the digital age, their importance, necessity, scenario trends and mainly why Inbound Marketing appears as an ideal alternative to boost your sales strategies. Check out:
- 1 What is Real Estate Marketing?
- 2 Real Estate Marketing and the Effects of the Pandemic:
- 3 Why Should I Apply for Real Estate Marketing?
- 4 Importance of Relationship with the Public:
- 5 Digital Transformation and How it Affects Real Estate:
- 6 What are the Advantages and Possibilities of Real Estate Marketing?
- 7 How to Do Real Estate Marketing?
- 8 Top Real Estate Marketing Strategies:
- 9 Why Should I Bet on Inbound Marketing?
- 10 Bonus: How to Generate Leads in Real Estate?
What is Real Estate Marketing?
Real estate marketing is a set of actions that aim to bring results and sales to companies, developers, builders and real estate. In other words, business in the real estate sector. Sky Marketing is one of the top real estate marketing companies.
The main objective is to impact and attract people interested in this type of business. In addition, of course, to strengthen the relationship with the audience and encourage sales.
In this way, it is important to highlight that real estate marketing, however, is not limited to actions of attraction. It also involves processes and strategic planning, business positioning and of course, all of this reflects on sales.
Therefore, prioritizing this type of work in your company is essential for the brand’s growth. After all, it involves small daily processes, but which present results both in the short and (and mainly) in the long term.
Real Estate Marketing and the Effects of the Pandemic:
In 2020, the whole world was impacted by the Covid-19 pandemic. Anyone who was already present in the real estate market certainly remembers how almost no one was prepared to quickly solve the obstacles imposed by scenarios resulting from social distancing.
In this way, real estate marketing was directly impacted, as many people postponed the acquisition of their homes – in the face of uncertainty – as well as stopped visiting properties at first.
Thus, it was in this scenario of so many uncertainties that real estate marketing needed, more than ever, to be digital. New ways of attracting, talking and even offering new experiences to your audience had to be adapted in such a way that this reflects a lot on the way many companies such as Rudn Enclave operate in the market until today. We’ll talk more about them later.
Why Should I Apply for Real Estate Marketing?
I believe that this is currently a little-recurring question among businesses. After all, digitalization has raised the bar so that companies from different segments can stand out in the market. And those who work in the real estate sector feel like no one else.
Thus, it becomes increasingly clear that there is no longer that formula for selling real estate, which basically requires the profile of the realtor. Today, it is necessary to go beyond for, both to attract and to relate with customers with digital marketing strategies.
But if so far you still have doubts about the need for real estate marketing in your company, let’s delve deeper into some points, mainly about the current market scenario, the main difficulties it faces, future trends and the advantages that real estate marketing opens up to your business.
Importance of Relationship with the Public:
It is not uncommon to find people who are more attentive and perhaps suspicious when it comes to certain market segments, such as banks, telecommunication services and even real estate.
Well, although each of these segments has its specific difficulties, in the real estate market, we are mainly talking about complex sales.
That is, the vast majority of your audience will require some research and relationship time to reach the purchase of the property finally. That’s why real estate marketing is so necessary.
Through communication actions, it is possible to unlock some sales arguments that your potential customers have and consequently improve the relationship between the construction company and the target audience.
Digital Transformation and How it Affects Real Estate:
Yes, the impacts of digital transformation have reached the real estate sector. Despite being marked by bureaucracy and more rigid business structures, many companies in the real estate market have realized the advantages and especially the need for innovation. The need is severe as today, many areas and processes of these companies are already being taken over by technologies and digital.
As evidence, we can see trends that are already changing the way people sell, rent or even sell real estate. And realtors themselves are examples of this, as they are increasingly losing prominence in negotiations.
Apps, digital signatures, artificial intelligence, chatbots, and other novelties prove how digital transformation affects the real estate sector.
But the main point is how digital marketing supports and incorporates these changes. And what is essential for your business to prepare and fortify itself for this new scenario.
What are the Advantages and Possibilities of Real Estate Marketing?
The smart use of financial resources and precision in measuring results are among the main advantages of real estate marketing. However, there are still other important advantages, such as authority building, low cost, competitive advantage and increased sales.
For example, with digital marketing applied to the real estate sector, it is possible to know how many people visited your pages and what were the most clicked subjects. It is a unique opportunity to understand marketing actions and their impacts.
In addition, it is possible to measure which paid media campaigns are generating the most results, both in calls to your brokers and even sales. In this way, with this type of data, your company can develop effective actions to attract more customers since it knows what interests them the most. Thus saving money and increasing the return.
How to Do Real Estate Marketing?
Do you want to know how to apply real estate marketing in practice in your business? First, you need to define what your personal profile is.
At this stage, it is necessary to understand the style of property and neighbourhood most sought after, the purchasing power, among other particularities of those looking for your company. In other words, once again, we realized how important data is to develop more effective sales strategies and actions.
After all, this information will give you subsidies to generate leads and understand what this prospect’s purchase journey is.
The main digital marketing channels that will promote this approach and relationship are email marketing, the real estate blog and social media.
With some variations in methodology, all these channels have one thing in common: the qualification of users through content targeted at each stage of the sales funnel.
For example, for visitors, you can offer educational materials about the infrastructure of the neighbourhoods where your projects are located.
For those leads that are at a more advanced stage of the funnel, it is possible to offer materials that speak specifically about the structure of the property.
What we talk about here is an overview, but there are other strategies that can bring great results to your company.
Top Real Estate Marketing Strategies:
1. Marketing Video:
According to WordStream, did you know that users retain up to 95% of the information in the video and only 10% in the text?
The use of videos in digital marketing and inbound marketing strategies has been analyzed as a trend by experts around the world. And a quick look at the statistics justifies this. According to Google, more than 50% of internet users search for videos of products and services before visiting a store. Now apply this information to the real estate universe.
If your company produces video content about apartments, neighbourhoods and other questions from leads, it will increase your chances of selling. In addition, it will help to speed up the purchase decision process, given the value generated and authority gained over competitors.
2. Interaction Marketing and Virtual Reality:
Due to the pandemic, virtual reality has become an even bigger trend in the real estate market. After all, with this type of technology, it is possible to replace face-to-face visits. With this type of strategy, it is possible to generate new experiences for customers and also speed up one of the most time-consuming processes in the real estate market, which is finding an available date to visit a property.
3. Social Media:
It’s always important to be where your customers are, and when that presence is done strategically, it’s even better. Reach, engagement, relationship, and brand authority are some of the advantages and decisive factors of social networks for companies.
In addition, depending on your company’s goals, social networks can appear as strategic channels for the dissemination or production of your own content.
The real estate market is also known for a large number of events and fairs, and social networks can be used both for publicity and live coverage. There is also the strong possibility of measuring results on social media, which makes it easier for your business to monitor the content produced and the reactions of the public in order to optimize actions.
4. Performance Media:
Promoting ads and campaigns is essential for digital marketing strategy. And when it comes to the real estate market, there is an even more decisive resource: geolocation.
Google has been talking about how the number of searches for “near me” has been growing for a while. Now imagine this applied in a practical way to the real estate sector.
As its name suggests, geolocation allows you to target virtual campaigns according to the user’s location. Thus, companies achieve greater assertiveness by directing their ads to an ideal audience that is looking for a property in a certain region. A timely, accurate and necessary reach for both companies and users.
5. Content Marketing:
The production of useful content to support a persona during their journey, solving their doubts and helping with the decision process is the main premise of content marketing.
As everyone knows that a person about to rent or buy a property faces several challenges in finding the best place. By producing content that helps the lead during this process, your company gains an advantage and authority.
More than a strategy, content marketing has become a necessary investment with a great return for companies. To give you an idea, according to DemandMetric, content marketing costs 62% less than traditional marketing and generates around 3 times more leads for companies.
In addition, content marketing is one of the 3 main pillars of inbound marketing. A methodology that has been growing and gaining prominence mainly among companies in the real estate sector.
6. Know your Audience Well:
It’s much easier to sell to those who are willing to buy, isn’t it? Using this premise, it is essential that real estate marketing companies manage to translate the interest of their main audience. If the persona has not yet been developed, it will be important to ask some questions that will help you in the process.
In this way, it will be possible to identify which types of content they prefer to consume, which social networks they are most present on, and their goals when choosing an apartment.
All this data can and should be used in favour of your marketing.
7. Mobile Marketing:
We live in the mobile-first era, meaning more than ever, platforms such as cell phones and tablets are present in people’s routines. Paid traffic campaigns, for example, depending on your persona profile, are likely to impact your potential customer when they are accessing their mobile phone.
In this way, your real estate marketing must take this into account and not neglect these mobile channels when planning actions.
8. Inbound Marketing:
Inbound marketing has emerged as an ideal solution to present results for both the real estate sector and other markets.
Contrary to what many people think, it is precisely due to the nature of this segment, with a larger ticket, long negotiations and complex sales, that the inbound methodology appears as a solution.
Its structure focuses on attracting, educating and qualifying leads and customer relationships favour the processes of buying, selling and renting properties.
In addition, the decision process in the real estate industry is quite time-consuming and challenging. And it is precisely because of the dragged decision that the structure and steps of inbound marketing help and boost results.
Why Should I Bet on Inbound Marketing?
The competitive scenario demands from you a more assertive and strategic posture towards your company’s target audience. This is the essence of inbound marketing: attracting the ideal customer profile in an intuitive and automated way.
Even in the real estate industry, where the purchase decision involves more complex factors, inbound marketing can become a powerful tool to set your company apart from the competition.
In addition, another advantage of inbound marketing is the possibility of establishing partnerships with nearby businesses, especially when the region is expanding.
For example: when sending a marketing email to customers who are about to close a deal, how about offering free dinners or aesthetic treatments offered by partners? Are you excited and already want to start inbound?
Bonus: How to Generate Leads in Real Estate?
At this point, it becomes clear how important lead generation is for real estate marketing.
Focusing on strategies to capture contacts that are minimally interested in your business is the beginning of everything. From there, your marketing can develop actions for qualification, relationships and nutrition and then forwarding the lead to the right moment of buying or renting real estate.
It turns out that it is not always very clear how it is possible to generate leads for the real estate sector. Many companies manage to develop some fundraising strategies but end up sticking to the basics, neglecting many opportunities along the way.
In addition, when the barrier of generating leads and building a good base of potential customers is broken, many companies still do not know how to relate to these contacts.