Real Estate Marketing Strategy

Chapter 1: Identify the problems

To solve a problem, it is the most critical step to understand the problem first.

First, Understand what problem you want to solve through digital marketing. That can be

• Potential customers do not know you and your brand.
• They are not able to find you online.
• You are not able to stand out in front of so many competitors.
• They don't trust you online.
• Not getting results offline.
• Low conversion rate.
• Want to educate people about real estate problems, but don’t know how?
• Have a website but it does not look premium.
• Have a website but not getting leads.
• Have an outdated website.
• Have a website but not mobile optimized.
• Have a website but it needs to be compliant.

Next, define what you want from marketing. Identify the goals that you want to achieve from this.

That can be because you want more awareness of your store in the market or better reputation building of your store or maybe more visitors in your store.

Do you want to know how to do that?

See, there are three types of situations

• Do not have any online presence and want to create that.
• Have a website but no customers are coming on that.
• Have a website, executed brand building, made a social media presence, and want hyper-growth in the business.

We will discuss all three types of situations.

In whatever situation you are, you want to scale your business with the help of digital marketing.

Consider all steps of this “digital marketing for real estate’s guide” to know the complete plan or structure to execute this.

But wait first to know the basics.

What is Digital Marketing for Real Estate Businesses?

Real Estate businesses can do digital marketing by following these steps-

Create a website and a landing page

You should create your website and landing page. This will be a place where people know about your Business.

SEO

Then, you should optimize your website. There is a number of websites on the internet. You should optimize your website so that google crawler identifies it and rank it on the keyword that you want.

Local SEO

If you own a physical location for work, you can do local SEO for your store and rank on local search results on google.

Many businesses are ranking on google local search results.

Want to know how to get there? No problem, We will tell you all this in the later section of this blog.

Your goal should be a thought leader in your field. You can also write regular blogs on your website or other places around your field and educate people about it.

Video Marketing is the most powerful tool of marketing nowadays. So, starting a youtube channel is a good option for you. You can create videos very easily with just your smartphone and upload them on the platforms like YouTube and Facebook etc.

Seems too technical!

Don’t worry, we are here to guide you in a very simple manner. You just have to read this blog.

But first, understand why it is so important.

Why is it so important?

Google processes over 99,000 searches every single second (Internet Live Stats, 2022). This makes more than 8.5 billion daily searches (Internet Live Stats, 2022).

People are searching about your business on google.

So, it is your responsibility to make a presence where your customers are.

Now, see there

There are around 45,000+ real estate companies in Australia, 140,000 real estate companies in Canada, 20,000+ real estate companies in the UK, 430,000+ real estate companies in the USA and 82,000+ real estate companies in India.

According to Research, 90% of businesses are not performing serious and continuous efforts on Digital marketing.

So, it is a great time to create your presence online to address a big market.

The Challenge: What were your Goals or Frustrations? Tell the story!

You offer the best properties at the best price but nobody knows it, then what is the use of it?

Many real estate businesses approach me to make their social media presence.

As I have told you some are completely new, they did not set up their website or anything.

Some have their website but there are no visitors to their pages.

At last, some have their website. They also created a brand. And they also have some visitors but do not know how to grow their visitors or reach out to more people who need them.

But do you know what the problem is?

The problem is they do not know the right strategy or the guided path which can help them in achieving their goals.

They do not get the right guidance on how to do those things.

So, I will tell you from scratch what is the method to crack the code.

All your hard work is not worth anything unless you know the right strategy to implement it.

Chapter 2: Market Research

In order to market your service, first understand the market. It helps you to understand your target audience.

But the question is How to do that?

Step 1: Keyword Research

Keyword Research is the most essential way to know your search volume means how many people are searching for you.

What are Keywords?

Keywords are the words or phrases that people search on search engines like Google.

There are majorly two types of words that people search for

Why is it Important?

With the help of this, you can determine the number of people searching for, whether they are searching for any property, any real estate agents at a particular place, etc.

You can use the tools like Semrush, UberSuggest, etc. to know the search volume of a specific keyword.

You can also use tools like AnswerThePublic to know the questions that are people searching for.

For example - I searched for “digital marketing”.

As you can see, there is a number of questions available on the internet to answer.

Now, you can answer that questions on your blogs or videos to gain the trust of people.

After knowing all the above information, you can plan your strategy according to that.

Example 1:
If you search for a house for sale near me in a keyword research tool, you can see how many people are searching for them per month.

You can see that around 120,000 people are searching for this keyword in the USA every month.

That's huge.

Note - People are searching for houses or properties that are near them. You should only target those people who are near that property.

Example 2:
Let's say you live in San Brisbane, Australia and you want to know if people are searching for houses that are in San Brisbane (or in a specific place).

Here you can see that the numbers are also good.

Around 12,100 people are searching for houses in San Brisbane every month.

Suppose you are able to serve around 2% of people that is 242 and the average price of a house is a minimum of $500,000. It means you can trade $121,000,000 every month by ruling on only 1 keyword.

And there are many keywords with different types of volume.

In this way, Keyword research helps us to find the keywords that are searched by people. And helps to target and rank the keywords where your potential customers are.

Example 3:
You can also put keywords like “real estate agents near me” and see the number of people searching for that particular keyword.

Here, I searched for real estate agents near me.

So, you can see around 49,500 people search for keywords related to this in the USA.

This means people also search for real estate companies and agents to buy a property.

Let me show you some amazing data.

In the USA, people are searching for real estate agents with a decent volume.

But in India, people are not only searching for real estate agents but also for property dealers.

Both are the same thing but people are searching for that keyword also.

Similarly, some people search for football and some people search for soccer despite the fact that it is the same thing.

Example 4: Let's say you want to know if people search for “real estate agents in Toronto”. So, you can see that many people are searching for these keywords.

Now, you can write content around these keywords and rank high on Google. In this way, you can get traffic from around 1000 people who are currently searching for real estate agents.

This helps you in gaining the audience’s trust.

Also, If they need it then there is a big chance that they will contact you for a solution.

Like, We are solving your marketing problem by educating you about Real Estate marketing.

So, if you want a marketing expert to grow your business, then you can contact us.

Similarly, If you solve your potential customer's problem wholeheartedly then they will surely take your service.

Step 2: Audience Persona

The next step is to create your Audience persona.

Although the persona is fictional yet it is a very important part of market research. It is a detailed research of the person that comes in your potential customers.

This can help you figure out how to reach people on a more personal level while delivering the right messages, offers, and products at the right time.

Determine who your audience is:

Why do we need Audience Personas?

Audience personas are important in marketing because they help businesses better understand their target customers.

By creating a detailed profile of their ideal customer, businesses can tailor their marketing efforts to speak directly to the needs and desires of that customer.

This can help improve the effectiveness of marketing campaigns and increase the chances of success.

Additionally, audience personas can help businesses better understand the motivations and behavior of their target customers.

It can inform other aspects of their business strategy, such as product development and customer service.

How to create an Audience Persona?

Step 1: You need to conduct market research to gather information about your target customers.

Step 2: Create a detailed profile of your ideal customer.

This profile should include information such as the customer's age, gender, income level, education level, occupation, family status, geographic location, and information about the customer's interests, goals, pain points, and buying behaviour.

This helps in better visualising and understanding your target customers.

Here is an example that I have done for you to better understand it.

You should have all the information regarding your audience to market your service properly.

Step 3: Social Media Audit

In this step, you have to research your competitors. You have to find out what they are doing.

You have to discover their website and social media handles and understand which social media platforms they are on. Know why they are active on that specific platform. Try to understand the mindset of users following and engaging with their posts on social media.

After studying all the social media channels of your competitors, you will get an idea of where you have to focus, also what you need to do.

For example, assume I run a real estate company. So I should search for other real estate businesses that are active on any social media platform or on google.

Now, I analyze what are they doing. This gives you an idea of the number of things that you can do.

Let me give you a cheat sheet.

This is a competitor analysis of only three competitors. You should consider at least 5-10 competitors at this time.

Here are the definitions of topics that we consider while competitor analysis.

Total Followers – The total number of users who have chosen to follow the particular influencer/person on that specific platform.

Yearly Follower Growth Rate – The given formula calculates it:

Step 1: Subtract the follower you had one year ago by the current follower.

Step 2: Then multiply that number by 100.

Step 3: Then divide that number by the followers you had one year ago.

Short formula-

Post Frequency- It is the number of posts they upload on a specific social media platform in 1 day.

Engagement rate- It is the number of users that engaged with our post. It is calculated by adding our likes, comments, and shares and dividing it by our total followers.

Share of video- It means what per cent of videos, the content creator posted in the overall content.

Most Used Hashtags- These are the hashtags that are used most by that creator.

The average number of Hashtags- You must also watch for the average number of hashtags they use in their post.

Type of Post- It means what type of post, the content creator posted on social media. For Example – Motivational, Educational, Meme, advertisement, etc.

Conclusion- You should have all the information regarding your competitors before creating your social media strategy.

Chapter 3: Creating Landing Pages

The Landing page is the page where people arrive when they search or click on a specific link. It’s a one-page website that is focused on achieving a particular goal.

The main purpose of a landing page is to convert visitors into customers.

For example - This page is also a landing page for you. This is created specifically for business owners like you who want to execute their marketing or branding.

Why creating a Landing Page is necessary?

Landing Page is very important because it will make your first impressions on the customer.

This can make or break the deal.

There are many things that you cannot place anywhere instead of Landing Pages.

Creating a dedicated landing page for your services or your company helps in adding value, and showing your customers the benefits in a better way.

It also creates your brand value.

It is also easy for you to sell your services through a Landing page because there are many “Call to Action” buttons on a Landing Page.

Call to Action Buttons are the buttons that encourage the visitors to perform a specific action.

These all are “Call to Action” buttons that are placed on a Landing Page so that their audience takes a specific action.

What things to consider while creating a Landing Page

We have divided the whole process into 5 steps that you should follow

Section 1: Goal-Oriented Section

In the first section of the Landing page, you should talk about the thing for which a visitor landed on your page.

It should be very clear and precise.

It should focus directly on the customer’s particular need.

At first sight only, you should gain your customer's attention by delivering the service which they want.

Section 2: Trust Section

In this section, you should tell the customers “Why You”

You should gain their trust. It can be anything like What are your Qualifications, What have you done, What people say about you, or testimonials of customers.

Please make sure that people gain trust in you at this point.

Section 3: Education Section

In this section, you should educate people about their problems and solutions.

The more you educate people, the more they trust you.

At this point, visitors should gain proper knowledge of your service. How can you help them? What is the solution to their problem?

The solution can be anything from contacting you to visiting you.

Section 4: Offer Section

In this section, you should offer your services to your potential customer so that they can immediately take action.

You have educated them about their problems and solution. It is the time when you notify them about your service, how you can help them and why should they take your services.

Section 5: Magic Section

This is the most important section of the Landing Page, this is the reason why someone avails of your service.

You should find your magic yourself.

This can literally be anything.

There are many options and alternatives available in the market. This is the reason why a customer chooses you among all the alternatives.

Examples of Magic for a real estate company may be -

Extra Section: FAQs

Don’t forget to answer the frequently asked questions at the end of your page.

If you don’t know what often asked questions related to your field are then you can find them on tools like AnswerThePublic and on Google.

You can answer the questions that you think are relevant.

You can also search your related keyword on AnswerThePublic, it will show you many questions related to that keyword.

I already covered this tool in the Keyword Research Section.

If you are not getting any relevant questions anywhere, you can cover questions related to your business.

These can be the questions that your previous customers generally ask.

Example:

• What are the after-sale services that you provide?
• Do you also help with financing?
• What is your service charge or brokerage?

Chapter 4: Ruling the Search Page

So, you have identified your problem, done Market Research, and created a Landing Page.

Now, it is time to rule on the search page.

What does it mean?

When you search for anything on google, you get results in the form of a webpage.

A website ranks on top in three ways-

• SEO
• Search ads
• Local SEO

Note - You have to rank on top when someone searches for you or your services on the internet.

You can take the help of all the methods for ruling the search page - SEO, Local SEO, and Search Ads.

What is SEO?

It is the process of improving your website to increase its visibility in search engine results. For ruling on the search page, you have to create content that genuinely helps people. You should educate people about your niche by publishing blogs on your website. Then you have to optimize that content to rank on the search page. You should also increase the speed of your site and you can rank your pages on the keywords which you selected during market research. If you want to know completely about SEO, you can read our detailed blog.

Why is it important?

Higher the rank, the more likely people notice you and it leads to more traffic and leads.

It also builds trust and credibility among your audience.

It is a long-term game to gain regular traffic from search engines.

Things to keep in mind before doing SEO

What are Search Ads?

Whenever you search anything around a product or service on Google, some website rank on top because of the advertisement.

Google also shows that this is an advertisement by the symbol “Ad” in the top left corner.

You can also rank your website by running ads on Google via google ads

Why is it important?

You can’t rank your website with SEO in one day, it takes time and effort.

Time is money.

So, ads can help you in getting business from day 1

Sometimes, someone else is running ads on that keyword where you want to rank your website. At that time, you can …also run ads to rule the search page.

What is Local SEO

It is a technique that helps your business be more visible on the local search results of Google.

Since it has a physical location, it is able to list on Google’s local search results.

More visibility of the business eventually leads to more trust and a volume of customers in your business.

How does it look?

How to do it?

Step 1: Set up your Google Business Profile
Here you have to add your name, address, phone number, business category, working hours, and website and you can also publish posts from your Google Business profile.

Step 2: Research your winning keywords
This is a very crucial part of both SEO and Local SEO. Here, you have to add keywords like “property near me”, “property near Melbourne”, “property in London” etc.

Step 3: Ensure to add business information as much as possible.
Try to answer all types of business information that Google asked for. It helps you to rank higher and faster on Google.

Step 4: Try to get more and more online positive reviews from your customers.
Getting positive reviews is the most game-changing step in Local SEO. You have to ensure that your customers are satisfied with your services and always leave a positive review on Google.

Chapter 5: Creating the Authority

The next step is to create the authority of your brand. Now, you should focus on Branding strategies.

Assuming you are ruling search pages, it means you have already created a lot of content by writing blogs in your niche according to your customers.

Now, you have to create or distribute that content on other platforms like Instagram and Youtube through posts and videos.

How to choose the platform

You have to create content on the platform where your customers are spending time.

Here, you can see which type of audience is spending time on which platform.

Now, you have to create your presence on that platform.

What to do there?

First, you have to research your competitors and observe what others are doing on social media. Then you have to create your strategy and implement it with consistency.

You can consider the following ideas while creating your social media strategy.

Why is it important?

When you create content on social media, it strengthens people’s trust in your services.

You have become a personal brand around your niche.

People get to know your expertise in a particular field.

You are already ruling on search engines and now you are also creating content regarding their problems and solutions.

This helps in increasing your conversion since your brand personality is at the next level.

Chapter 6: Social Proofing

Social proof is a psychological phenomenon in which people adapt their behavior according to what other people are doing.

Example:

When you buy something online or When you install any app on your mobile phone, Do you see their reviews or ratings?

Similarly, When other people take your services, they first check your reviews and ratings on Google or Social Media.

People trust you if they know that others trust you. When they shop, they look for reviews and recommendations before they make their decision.

Why is it important

Here, you can see which type of audience is spending time on which platform.

Now, you have to create your presence on that platform.

How to get reviews on Google?

Chapter 7: Nurturing the funnel

Many times, people don’t trust you at first sight.

You have to approach or contact them again and again.

But How to do that online?

This can be done with the help of Remarketing

What is Remarketing?

In Remarketing, You show ads to users who have visited your website or social media but do not take your services.

This can be done for two types of audiences.

Audience 1
They are those who come to your Landing page. It is very clear that they need your services that is why they come there.
But due to a lack of trust or other barriers, they are not taking the action that you want from them.
You have to gain their trust.

Audience 2
They are those who come to your videos or blogs regarding their confusion.
They do not come to their website or Landing page. So, they do not know you.
First, you have to remarket your Website or Landing Page then you have to gain their trust.

Why is it important

When you remarket your customers, it creates brand awareness in the customer’s minds.

It also helps in building trust since when someone sees you, again and again, there is more chance of building trust.

It also maintains a connection between you and customers.

That is why it is super important to remarket your customers because there is a higher possibility of conversion in this case than a new beginning.

Example -
Suppose you are running a real estate company.

People come to your website but do not contact or enquire from you.

So you run an ad to remarket them because they are not able to trust you at first sight.

In this ad, you can educate them about your company and its vision.

You can remarket them through Social Media Ads, SMS marketing, Chatbot marketing, email marketing, etc.

Chapter 8: Analyze and Iterate

The last step is to analyze the data and take a decision according to it.

In this step, you are analysing whether the audience coming to our website is taking your service or not.

You are checking whether all the parts of your strategy are working or not.

Then, you have to study from which platform and strategy, your audience is reaching you. That can be

• By directly searching us
• By Social media
• By our Videos
• By our Blogs
• By our Advertisement

Then, we have to analyse their conversion rate and how many people are taking our service through that method.

For Example –

We find that people who come to our website through our videos convert more and those who come through social media posts convert less.

Then, we examine why social media is converting fewer people. Is there any mistake by us while executing our strategy?

There are many problems that can affect our strategy and conversion rates. That can be

So, now you understand that many steps and factors are taking place in a strategy to achieve a conversion.

So, in this chapter, we are analysing each and every step to ensure that there is no bottleneck in our strategy.

You have to notice where the problem is.

Then, you have to make a decision according to it. You have to improve that part of your strategy that is not working or showing fewer results.

Most of the time, we don’t know what is going to work.

So, it is our responsibility to test different things and decide on the basis of data.

It also helps you to understand the market, customer, their needs, demands, etc.

It helps you to solve the problem of your audience in a better way.

Pro Marketing ideas for real estate companies and agents

With so many options available to consumers, it’s crucial to stand out and make an impact. Our Pro tips are created based on years of experience and expertise.

By following our tips, you can optimize your marketing strategies and achieve better results.

These tips can help you to save time and resources by avoiding common mistakes and taking advantage of the latest trends and technologies.

Tip 1: Local SEO

It is a technique that helps your real estate company be more visible on the local search results of Google.

Since your company has a physical location, it is able to list on Google’s local search results.

More visibility of the shop eventually leads to more trust and a volume of customers.

How does it look?

Getting positive reviews is the most game-changing step in Local SEO. You have to ensure that your customers are satisfied with your services and always leave a positive review on Google.

Tip 2: Video Marketing Strategy

Video Marketing is the most powerful tool of marketing.

Renderforest Survey found that videos helped businesses increase:

• Brand awareness by 70%
• Traffic by 51%
• Sales by 34%

When it comes to educating your customers about your service or something else, then video creation is the most influencing and easiest method to do.

It not only increases your sales but also increases people’s trust in your service and in yourself.

Google also promoted youtube videos on the google search pages.

Tip 3: Third-Party Platform

You should also list your services on third-party platforms for property selling like Zillow, 99acres, Realtor, etc.

This can help you in gaining more visibility, trust, customers, etc.

Tip 4: Create a mobile-friendly website

As you can see, there are much more mobile searches than desktop searches, so it is very important to create your website mobile friendly.

Otherwise, we can lose many users because of it.

Tip 5: Take Care of your Website Speed

Speed of your website is the most essential part of your Landing Page.

If your website is not loading fast, there is a high chance that people go away from your page.

Tip 6: Create Content that your users want

You should keep in mind that you have to create the content that your users want rather than what you want.

Sometimes, we thought that this is the content that people loved but we are wrong. We have to research and analyze what people want.

Tip 7: Generate leads with Google Ads and Social Ads

If you want immediate results, you can also opt for Google and Social media Ads.

In this way, you can quickly convert your potential customers.

If many people don’t convert in starting, then do not worry it also increases your brand awareness.

At least people know about you and your services.

Tip 8: Always analyse your data

Always make decisions according to your analytics.

It gives you a full report of all your hard work.

This helps in better targeting and remarketing to your audience.

You should thoroughly analyse which strategy is fetching better results for you.

Then reinvest in the strategies that are getting satisfactory results and find why some options are not working that well.

Tip 9: Always request Reviews

Always request a positive review from your existing customers and always thank them if they review you.

It is a very important tool because people only trust you if your existing customers are happy with your products.

When they review you on google, make sure to always respond to their review. You can appreciate them in the response.

Tip 10: Make your Social Media presence more powerful

Consistently focus on your social media handles.

You should post something daily on platforms like Instagram.

It can be a promotion of your product or brand etc.

You should follow your social media strategy consistently to increase your impressions and views.

If you are new on social media, you can also promote your page or content through ads.

Tip 11: Research your competitors thoroughly

Before creating your marketing strategy, first thoroughly research what your competitors are doing.

First, know their strategy and create yours by keeping those things in mind.

Tip 12: Conduct a market research

It is a very important step while creating your digital marketing strategy.

We have distributed it into three main steps.

First, Keyword Research helps you to find out whether the audience is searching for your product or not.

Second, the Audience Persona helps you to identify your potential customers and understand their needs, preferences, and behaviors.

Third, social media audit can help you to understand your competition and the market environment, which can help you develop a more effective marketing strategy.

Tip 13: Optimize your website

Optimization of your website and landing page is important because-

It improves the user experience by making it easier for people to find the information they are looking for.

This can also help in increasing the amount of time people spend on your website, which is a signal to search engines that your site is relevant and useful.

Also, an optimized site loads faster, which can also improve the user experience and help increase your search engine rankings.

Tip 14: Create an Audience Persona

Audience personas are important in marketing because they help businesses better understand their target customers.

By creating a detailed profile of their ideal customer, businesses can specifically concentrate on the needs and desires of that customer.

This helps in creating a more targeted and personalized strategy, and can ultimately lead to better results for your marketing efforts.

Tip 15: Always answer FAQs

When you answer FAQs on your website, it shows that you are an expert in your field and you are willing to provide helpful and accurate information to your potential customers.

It helps in building trust and confidence in your brand.

It also helps in alleviating any fears or doubts that your customers may have, and make them feel more confident in their decision to purchase from you.

Overall, answering frequently asked questions on your website or blog can help to build trust and confidence with your potential customers, which can ultimately lead to increased sales and customer loyalty.

Tip 16: Focus on Branding

In the later part, you should focus on branding to ensure consistent and effective efforts.

But always keep in mind that your branding efforts are aligned with your overall marketing goals and objectives.

It also ensures that your branding efforts are based on a thorough understanding of your target audience.

Tip 17: Always put testimonials on the website.

Placing customer testimonials on your website helps you to gain trust because-

• It provides social proof, which is the idea that people are more likely to trust the recommendations of others.
• It shows potential customers that others have had positive experiences with your product or service, which can help to build trust and confidence in your brand.
• It also helps in establishing your credibility and expertise. By featuring customer testimonials that highlight the specific benefits and results that customers have experienced, you can showcase the value of your product or service.

Tip 18: Always focus on remarketing clients that come to your landing page.

There is the number of reasons why remarketing is very effective in the process of marketing.

Tip 19: Genuinely solve your customer’s problem

By solving your customer's problem genuinely, you can demonstrate the value and effectiveness of your product or service.

This helps you to build trust and confidence in your brand, which can ultimately lead to increased sales.

This also shows your expertise in a particular field.

This also leads to increased customer loyalty and can ultimately result in increased sales.

Tip 20: Landing Pages for Individual queries

You should also create Landing Pages for individual queries.

It helps you to convert more potential customers into the actual customers.

It allows you to present the content on the page to the specific needs and interests of the person searching for that keyword or query.

This can make the page more relevant and appealing to the visitor, increasing the likelihood that they will take the desired action.

Additionally, having a dedicated landing page for each keyword can make it easier for search engines to understand the content on the page and match it with relevant search queries.

It improves the page's search engine rankings and makes it more visible to potential customers.