Guide to Real Estate Marketing: Everything you need to know to attract your clients

Introduction:

Have you heard about Real Estate Marketing? Marketing plays a very important role in the real estate sector. If you need sales, purchase, and rental strategies, Real Estate Marketing will be your salvation. Nowadays, negotiation techniques offer many more opportunities to attract your target audience. Modernity has allowed one to offer their properties through digital platforms, which facilitates the work of the seller and the client.

Real Estate Marketing is a set of actions aimed at the real estate sector, but it does not work alone. Throughout the blog post, you will notice that Content Marketing, Email Marketing, Video Marketing, and Social Networks are part of the strategies to attract customers and show properties.

If you want to know more about the world of Real Estate Marketing, do not hesitate to continue reading this great note. First, we will explain what Real Estate Marketing is about in greater depth. It is significant to mention that housing societies such as Marina Sports City Al Noor orchard along with Taj Residencia are gaining countless benefits from real estate marketing, making them exemplary projects for you to follow. Then, we will delve into your strategies and action plan. In addition, we will mention the relationship that Real Estate Marketing has with other types of marketing and how they work for the good of the real estate sector. Finally, we will explain step by step the implementation of the real estate plan.

Are you ready to start? Learn about the entire process and strategies to attract customers.

What is Real Estate Marketing?

To begin with, Real Estate Marketing is the set of marketing strategies used for the sale and acquisition of real estate and the attraction of potential clients who want to rent or buy the properties. Within Real Estate Marketing, there are many types of strategies that can be used. These can be from Content Marketing to Social Networks. Yes, everyone wants to meet the same goal: attract customers.

To carry out this set of Real Estate Marketing activities and strategies, two factors must be taken into account: the target audience and the value proposition. In the case of the former, those in charge must focus their efforts on identifying and analyzing the people who may be more likely to want to buy or rent the properties. To do this, you need to take into account the real estate characteristics of your project and the interests of the clients. Within the target audience, your buyer persona is born, which is defined as “your ideal client”. The process to recognize it requires a review of the database, the investigation of primary sources, putting aside stereotypes, and delving into interests.

Regarding the value proposition within Real Estate Marketing, it highlights the characteristics that your product has to offer compared to the competition. The actions of the plan (which we will see later) must be consistent with the marketing strategies and the definition of your buyer person. In this way, both factors are interdependent components.

So, Real Estate Marketing refers to marketing techniques in the real estate sector. As will be seen throughout the blog post, there is a transformation of traditional strategies to marketing techniques more related to digital platforms and much more competitive than before.

What are the Real Estate Marketing strategies?

Real Estate Marketing strategies are divided into two types, online and offline.  The Inmogesco Real Estate Marketing Manual points out the difference between the two and gives some examples of each one.

Online refers to new strategies that have the possibility of implementing ideas and approaches. The most important actions of this strategy are online real estate advertising, social networks, real estate blog, videos, and email marketing.  While offline refers to the more traditional strategies, and they are carried out outside the digital world, such as sports sponsorships, press releases, radio and television media advertising, workshops or events, magazines, Real Estate Telemarketing, and other direct mail tactics like printed postcards or flyers.

Next, we will talk about the relationship between Real Estate Marketing and other types of marketing, which is basically what we call Online Marketing. We will only investigate these strategies because they are the most used and common in the current market.

What is the relationship between Real Estate Marketing and other types of Marketing?

Well, as we have already been anticipating, Real Estate Marketing uses other types of marketing to benefit and carry out its buying, selling, and renting strategies. All these strategies are ways in which Real Estate Marketing has adapted to the new changes that the market has had to access information about real estate. Flor Medina, the editor of Crehana, supports this last idea of ​​Real Estate Marketing, saying that:

“Including digital marketing strategies within your real estate marketing plan is something you cannot stop doing. Thanks to these digital resources, the real estate business have grown exponentially.”

Now, if we start with the online strategies of Real Estate Marketing:

2.    Content Marketing for Real Estate

Content Marketing for real estate is based on creating elements that are attractive to customers. This content can be made visible through many communication channels or messages. As part of content creation, Real Estate Marketing needs original and unique aspects that can be highlighted through social networks or blogs. The two factors mentioned above must be taken into account: the buyer persona and the value proposition.

For what has been mentioned so far, listening and active communication must be practiced. The purpose of these skills is that we not only focus on discovering the needs of the target audience but also their interests, which are two different concepts. In this case, Crehana’s strategic negotiation and communication course can be very helpful.

3.    Email Marketing for real estate

Email Marketing is one of the most successful strategies within Real Estate Marketing. His investment and purchase technique generates one of the highest ROI among all strategies. Perhaps the first thing that comes to mind when we talk about Email Marketing is writing and sending emails, but believe me; it is more than that. For the Email Marketing strategy to be well planned and successful, one must define the objectives of the strategy.

First, the target audience or potential customers must be recognized since, from this, you will have a reference of who wants to receive the emails. The first impression is the most important thing, so from the beginning, they must gain the trust of people in order to continue advertising the real estate agency. Although emails do not have as many formats and options as blogs or videos, you must find a way for the message to attract people’s attention.

Finally, some tools or applications that can be used for this type of Real Estate Marketing strategy are Getresponse and Mail Chimp.

4.    Video Marketing for real estate

Currently, video marketing has become one of the most used strategies by Real Estate Marketing. There are people who consider this type of marketing as a difficult tool to use, which is why we want to explain a little more what it is about. Video Marketing has great advantages if you dare to choose the YouTube application. In this one, there is a large chain of consumers; it has the highest views, it has many versions in different languages, etc.

The success of videos in Real Estate Marketing is based on the format. The choice of digital elements and creativity when putting together the narrative line of the video. In addition, it is recommended that you make a short video so that your target audience does not get bored. This requires the ability to synthesize and describe information simply and quickly. Some examples of this Video Marketing in Real Estate Marketing are The Get Smart Team and the videos of real estate agents Cherrie Bron and Zach Mc Reynolds.

5.    Social networks for real estate

Nowadays, social networks are the main tools to advertise your brand and attract your clients in Real Estate Marketing. In the case of the real estate sector, this platform has helped a lot to know the type of property that is being searched for and, in some cases, even to know the costs of the properties. The networks allow you to discard what you do not like and, at the same time, keep close to what has caught your attention. In addition, this not only serves as a commercial tool but is also a way to specify, inform and engage with the target audience.  

“Rather than selling directly, it can be used more closely related to interaction and trust generation. And then there are the giveaways and the contests.” according to Gestión.org. So, Real Estate Marketing could not become what it is today if the networks did not allow you to create events, make life, share publications, and have guided tours.

How is the Real Estate Marketing plan carried out?

The creation of a plan for Real Estate Marketing serves to know how to implement strategies effectively and meet the desired objectives. The steps that we will mention below are essential for the customer’s purchase decision process.

Advance preparation:

In the previous preparation, it is necessary to develop a series of key questions: Who is my buyer persona? How are we going to approach the ideal client? What is our budget? What are the Real Estate Marketing strategies used by our competition? What are our strengths and weaknesses? Once we know most of this information, we are ready for the next step.

Objectives:

The most recommended when setting the objectives and strategies of Real Estate Marketing is to use the “SMART objectives.” They are called in such a way because they must meet the following requirements: be measurable, specific, realistic, feasible, and that they meet a certain time.

Execution of the proposed actions:

At the end of the approach of the objectives, we are ready to implement the Real Estate Marketing actions. The time and precision of the activity will depend on the type of offline or online strategies.

Results measurement

At this point, we must recognize what are the metrics and objectives that we set ourselves at the beginning and evaluate what progress we have made so far. For example, analyze the volume of sales, the number of properties visited, the number of customers, among other aspects. This data allows us to know what is working in our plan and what is not.

Sale and purchase process

The purchase decision process model is based on 5 phases: need, information, evaluation, purchase, and post-purchase. This is not a linear process since a person can go from stage 2 to stage 4, depending on his interest in making the purchase process.

 Analysis of results

Finally, we have the analysis of the results obtained. In this step, we must ask ourselves if the objectives of the project were met if there have been obstacles in the process, and compare the Real Estate Marketing strategies to see which ones have been more beneficial.

We hope that this blog post has served as a guide to learn more about Real Estate Marketing. We have not only talked about the characteristics of this Real Estate Marketing, but we have also provided examples of online strategies, and we have described the plan that will help you implement it. We are sure that if you have read this note in detail, you can no longer consider yourself a beginner on the subject. Now all you have to do is put your skills to the test.

Before saying goodbye, we recommend you visit our catalog of Integral Communication courses, which will help you establish a better relationship with your buyer persona and generate successful sales processes.