The advent of new technologies and growing internet penetration has transformed the real estate sector tremendously. With information available on a single click, homebuyers can easily explore and compare many properties at the same time. The importance of digital real estate has further accentuated with pandemic-induced restrictions and lockdowns.
Hence, whether it is builders or real estate agents, marketing and selling projects using online tools has now become a necessity. But is digital real estate only about marketing projects, or does it hold more than that? Let us understand how digital real estate works through this article.
What is Digital Real Estate?
Digital tools + Good marketing strategy = Quick lead generation + higher revenues
Digital real estate is thus a marketing technique for attracting quality leads from multiple platforms. It offers a platform to interact with multiple users simultaneously without using focusing on only one type of lead generating source. From content development and funnel-optimization to marketing automation and lead generation, digital marketing is quintessential in bolstering ROIs for your real estate company.
Why Opt for the Digital Route?
Digital marketing is a broad field. It encompasses both free and paid advertisement tools for attracting and converting prospects into clients. Enlisted below are some of the major advantages digital real estate.
Multiple Marketing Channels
Unlike traditional marketing methods where you were confined to newspapers, radio and TV, Digital real estate offers numerous channels to advertise your listings. From Google Ads and YouTube videos to blog writing and influencer marketing, there are multiple ways of generating leads. Moreover, you can run paid ads on social media platforms like Facebook, Instagram, and LinkedIn.
Easy and Cost-effective
Traditional sales methods not only come with high operational costs, but buyers often feel deceived when site listings do not meet their preferences. This is where digital marketing comes into the picture. From offering virtual tours to drawing a comparison between hundreds of properties, digital real estate enhances the overall customer experience. Hence, it creates brand awareness and improves the customer’s decision-making process.
Performance Assessment
It is the easiest way for real estate agents to identify and comprehend which ad campaigns or techniques generated maximum ROIs for their projects. While likes, shares, and reviews are generic methods to gauge the campaign performance, using tools like Google Analytics can aid in assessing metrics like traffic sources, goal completions, and users by location. Based on the performance results, the digital real estate marketing strategies can be tweaked.
Good ROI
Be it through customized ad campaigns or content marketing, digital real estate will increase your brand visibility amongst a target audience. And the best part is that digital tools bring new prospects within a short span of time.
Digital Real Estate Assets
Let us look at some of the optimum digital real estate methods that can convert potential leads into prospective clients:
1. Inbound Marketing
You wanted to know what digital real estate is. So you “Googled-it” and found our blog.
You researched about something, found it relatable, and landed on the website. This is what inbound marketing is.
Following the “attract-convert-close” approach, inbound marketing is the act of “being found.” It is the most efficient and cost-effective digital real estate tactic to reach a larger audience. By creating and promoting different forms of content, you attract a large audience pool. The characteristic of this type of marketing is that you attract leads organically i.e. you don’t have to pay for promoting your content
2. Tap into Social Media
Social media has become an indispensable component for businesses across domains. Leveraging the power of platforms like LinkedIn, Instagram, Quora, and Facebook helps disseminate user-specific content and provides a platform to network.
Content that generates curiosity, answers user queries, and delivers relevant information ranks better. Furthermore, when the content is shared in different formats like videos, infographics, newsletters, and white papers, brand awareness is created.
Additionally, by using Facebook real estate ads, you can target an audience that is actually interested in purchasing properties, and can create campaigns based on specific goals.
Preparing for the digital world of real estate in the year 2024. Digital marketing strategies for real estate agents will be anchored by technology and social media in 2024. They can reach more people and get to know potential clients better with this change.
Emerging trends in real estate marketing in the year 2024. In 2024, you will have to adapt to the digital real estate landscape by using innovative marketing strategies and technologies. Trends and strategies are essential for success.
Increase your reach and credibility by working with influencers. Potential clients decision-making process can be influenced by these key individuals. This approach will enhance your marketing efforts and reach out to previously untapped prospects.
3. Search Engine Optimization (SEO)
While creating a steady stream of content is a requisite, optimizing your website for all types of search engines is crucial for generating organic traffic.
Simply put, search engine optimization or SEO is implementing some tactics to increase a brand’s visibility across search engines. Laying emphasis on relevant keywords or phrases; optimizing URLs, headings, and titles based on search queries; and generating backlinks are pertinent to make your article search-friendly.
Short videos about selling and buying homes are made using websites like Social platforms such as Instagram and Facebook.Announcing events like open houses and sharing news about the real estate market. People who might be interested in buying are attracted to this way of marketing. It is both educational and unique.
With intent-based search, you align your content with the search intent of your audience to improve visibility and conversion rates. This is the first step in creating meaningful engagement by understanding what potential clients are looking for. Writing content that meets the clients demands positions you as an expert in the field and meets customer demands head-on.
Make your content more discoverable by employing search engine optimization techniques in your online promotion. Connect with more customers by using location-specific features, keywords, and hashtags in photos and captions.
Promoting your listings, sharing updates, and most importantly, connecting with your audience is what you can do with social media. To maximize engagement, tailor the content to each platform’s unique audience.
4. Pay-per-click Advertising
If you want to generate instant leads and maximize your ROIs, then pay-per-click or PPC advertising is the most suitable digital real estate marketing technique! As the name suggests, PPC advertisement is a type of e-Marketing where you only pay when someone clicks the ad.
Although there are many types of PPC ads, Search ads are one of the most used. Here, the ads show up at the top or the bottom of the search engine results. The text which you add in the ads plays an essential role as you can’t incorporate images or videos.
Another way of reaching a specific set of audience is through social media ads. With millions of monthly active users on different social media platforms, leveraging the power of paid ads will be fruitful for your brand. And the best part is, you can experiment with different types of formats to make your ads more enticing.
The way pay per click works on search engines is by doing bidding and targeting, Setting a budget and targeting specific keywords related to real estate, your location, and the type of properties that needs to be represented. Therefore the ad will rank higher on search engine results pages if the bid is higher and the ad is more relevant to the search query. By using demographics, interests, and habits you can make sure that the ad reaches the right people.
5. E-mail Marketing
Retaining the existing customer base is as important as generating new leads. When it comes to digital real estate, sending e-mails that give information on the latest events, new listings, open houses, or new blogs is an excellent technique. Drip campaigns, which are nothing but automated e-mails that deliver “relevant information at the right time,” is an excellent way of keeping the prospects engaged. For instance, if someone subscribes to your blog page, an automated welcome mail will be sent.
6. Outsource marketing? Yes.
Outsource client relationships? No!
As netizens celebrated Star Wars Day on the 4th of May 2020, Google announced its algorithm update, which took the rankings of articles on search engines on a storm. Just like real estate, digital marketing is also an overly broad field. Staying abreast of the latest updates is essential in creating successful ad campaigns and leveraging the power of digital tools.
Hence, you can consider outsourcing your digital real estate marketing plans to a team of experts, like that at Propacity. Apart from building your brand, the experts will accelerate your property sales, nurture leads, and will offer numerous other services to scale your digital footprint!
Digital real estate marketing is an excellent opportunity to gain valuable leads and raise revenues. Builders and channel partners are now relying on digital services and business management apps to establish their ground in the industry. However, only those companies that run innovative lead generating campaigns and offer excellent user experience will flourish in the long run.
