Table of Contents
How to get more visitors: online acquisition of potential clients for your real estate agency
Attracting buyers/landlords
Product acquisition
How to convert your real estate portal visitors into clients
How to retain potential clients of your real estate agency
Measuring online strategy actions for real estate marketing
This is why it is becoming increasingly necessary to develop a specific digital marketing strategy for this sector in order to make the most of the online presence. How can you achieve this? Below, we offer you the keys that serve to guide a successful online real estate marketing strategy.
Getting visits for your real estate agency
How to get more visitors: online general manager email lists acquisition of potential clients for your real estate agency
The ultimate goal that a real estate agency should aspire to with its presence on the Internet responds to two very specific interests:
Attracting potential buyers or tenants of the properties we offer in our real estate agency or real estate portal
Product acquisition, i.e. properties in our area for both rent and sale
Attracting buyers/landlords
Without buyers or landlords, no real estate business can be sustainable, no matter how extensive the catalogue of properties we have. Therefore, it is vital for the success of the online real estate marketing strategy to be able not only to make our catalogue visible, but also to understand how our potential clients act, how they search and find what they want.
To do this, the specific marketing strategies that we must follow include the following actions:
Real Estate SEO : Increasing the visibility of your properties in search engines. It is not just about creating optimized content, but all this information that we put at the service of the client and Google must be perfectly structured so that it is accessible to those who are in a position to contact our real estate agency. An example would be to work with different combinations that indicate the type of operation (sale, rental...) + type of property (apartment, holiday home...) + location, thus increasing the reach of the strategy to the maximum possible level.
Real estate benchmark : We must know our most direct competitors on the Internet, know how they attract their clients in order to design strategies that help us differentiate ourselves, for example, through long-tail positioning.
Real estate advertising : Targeted advertising on Google Ads and Social Ads is key to getting the most out of our online advertising campaigns. It is not just about appearing to as many users as possible through ads, but also being able to reach the specific niches that are willing to buy or rent our properties. To do this, geolocation and seasonality are two key aspects to work on in this field to get the most out of the allocated budget.
Personalize the Email Marketing strategy : each user must feel that we are addressing them specifically to meet their needs and not “sell to them at all costs.” To do this, working on personalized alert lists can be a good method to send messages that meet this requirement.
Product acquisition
Although to a lesser extent, we must ensure that there is a constant flow of properties always available. To do this, specific marketing strategies can also be implemented for this purpose:
Social media campaigns : paid profiles like those offered by LinkedIn are very suitable for being able to segment and find the clientele you need at any given time (in this case, searching for properties to offer on the portal), sending them messages appropriate to each need without having to generalize or "annoy" the rest of your followers who do not serve this purpose.
Geolocalized branding campaigns: get products in the area of your interest, without having to spend a larger budget than you need to cover the catalog of each location.
Combining online and offline actions : this goal, obtaining properties, requires a lot of field work, so we must not forget to make ourselves known in the area of our interest (the neighborhood or district where the premises are located) in the traditional way while undertaking specific online campaigns such as local positioning.
Converting visitors into clients for real estate agencies
How to convert your real estate portal visitors into clients
Once we are able to attract enough traffic to our real estate portal through the different acquisition techniques, we must make it easy for our visitors, so that they find the information they expect on our website and can request information or a visit to the property. To do this, the following elements of real estate marketing are key:
Website for your Real Estate Agency : it is not enough to simply be there, but everything we offer through our portal must be distinctive, practical and convenient for the user. To do this, we must show the properties in a simple way, with easy access to the user's demands without having to navigate through pages and pages until they find their needs.
It is also important that we provide each property listing with all possible elements that make it more attractive and informative, which includes high-quality images, videos, virtual tours and any other element that serves to avoid creating false expectations and only contact in the event of real interest and therefore, a real possibility of sale. Finally, it is essential that the page is accessible from any device: mobile, tablet, laptop, desktop...
Real Estate Blog : It has a dual purpose: to demonstrate that we are a reference in real estate matters, for which we must offer quality content that resolves doubts and offers first-hand information, and to enhance positioning in search engines, following a content strategy that encourages searches for topics and terms related to the sector that are not covered on the website.
Real Estate Inbound Marketing Strategy : In line with the strategy we referred to in the blog section, we must know what information needs our potential clients have in order to resolve them through the content we publish frequently. In this way, we will be able to guide each reader towards the service that satisfies them without them feeling forced to do so, but rather accompanied and advised.
Real Estate Marketing Tools : All the tools and technology that we can use within our real estate portal make the properties more accessible to potential clients, while helping us to increase the conversion rate to clients. This is the case of virtual tours, videos, etc.
Local positioning : “who tries to do too much, does little” is the maxim of what is known as local positioning, which focuses part of the promotion on searches related to the location and/or brand. This branch of online marketing is the most appropriate for franchises, where each location can apply its own promotion strategy based on these principles.
Internationalisation of real estate: the property buying/selling sector is one of the most suitable and appropriate for expanding into other countries, so that it grows in scope while avoiding possible market fluctuations that significantly affect it. This need also responds to demand, which in recent years shows us that foreign real estate investment in areas such as Russia, to give just one example, has increased significantly.
