Opinions expressed by Contractor the contributors are theirs.
in today the digital age, we rely on “the Internet of Everything” for almost every aspect of our lives, from checking the local weather forecast to buying real estate, a dynamic further reinforced by the distancing and health instructions in due to the pandemic. According to a report by the National Association of Realtors (NAR), 97% of homebuyers used the internet for home searches in 2020. As a result, and in response, companies encouraged buyers to send electronic signatures , sign electronic contracts and forms, schedule virtual meetings and perform other related tasks online. These real estate trends are likely to last and agents must adapt, which means developing a solid digital marketing strategy which increases visibility and places ads in front of the right buyers at the right time.
Here is some digital marketing tips and strategies to help you generate leads and take your business to the next level.
1. Take advantage of geofencing
Location, location, location. You know the mantra, the one that is more than crucial in real estate selling, and which can also be applied to fine-tune a target audience. According to the same NAR report mentioned above, 76% of homebuyers use a mobile device to search for a home. This is why geofencing is such an effective strategy for targeting an ideal audience by delivering a relevant and impactful message. The term refers to the definition of a precise, targeted mile radius around a specific location, which makes it possible to target smartphone audiences once they enter that defined region. Once people do, they will get a push notification on their mobile device based on their interests. Depending on the particular neighborhood being marketed, you can geolocate shopping malls, office spaces, and parks nearby.
2. Build a local SEO strategy
Because location is a key factor in selling, consider investing in local SEO. The purpose of such a strategy is to ranking for local search terms like “best real estate agent” or “houses for sale near me”.
A few ways to start:
• Create and optimize a Google business profile.
• Regularly post content via this Google profile.
• Build a backlink profile by getting links from professional and general directories.
• Generate positive reviews on Zillow, Google, Facebook, Yelp, etc.
• Perform local SEO keyword research.
3. Invest in PPC advertising
SEO is a great tactic for drive traffic to your website and increase visibility for ads, but you don’t have to rely on organic traffic to get leads. Another option is to create a pay-per-click (PPC) campaign, which lets you deliver targeted, relevant ads to people most likely to buy. PPC advertising is effective in real estate marketing because it helps target people who are actively looking for a home. Placing ads in front of the right people at the right time also helps them – leads them to the exact information or services they are looking for. It also means they are more likely to become real customers and eventually buy homes using your services.
To get started with PPC, you need to:
• Understand your target audience to help you select the right keyword phrases for the campaign.
• Set a maximum cost-per-click (CPC) budget: This is basically how much you’re willing to pay per click for a specific keyword.
• Decide which advertising platform is best suited for your PPC campaign (Google Ads, social media ads, etc.).
• Choose the right format (whether search ads, shopping ads, display ads, etc.).
4. Harness the power of social media
With their billions of monthly active users, social media platforms are a gold mine for generating real estate leads. This is especially true for millennials, who have represented the largest generation of homebuyers in recent years. In 2020, 37% of homebuyers belonged to this generational group, according to a 2021 NAR report. Unsurprisingly, people between the ages of 18 and 29 (millennials and Generation Z) are the most active social media users in the United States, because reported by the Pew Research Center. So, by leveraging the power of social media marketing, you can reach an audience that currently dominates the real estate market.
Some tips and tricks for success:
• Use the right real estate hashtags to optimize your content.
• Educate buyers.
• Chat with subscribers.
• Reply to comments.
• Promote the neighborhood/town, not just the house.
• Share real estate success stories.
• Integrate video into the strategy.
Real estate in a digital world
Many years ago, digital marketing was once an attractive strategy for real estate professionals, but today it’s a must. Otherwise, you risk falling behind the competition and your business not reaching its full potential. As technology continues to advance and evolve, reliance on it will only grow. Whether a buyer is viewing a virtual home tour or clicking a link to schedule an in-person visit, they’re using technology to achieve an end goal, so why not meet them halfway and reach them on the channels you he uses the most?