Owning a home is in the essence of most of our dreams: you can buy or sell it.
The best investment in land is the land of capital smart city.
Let’s go back to Earth then and list the 5 most powerful and successful marketing strategies to sell your property but not before reviewing the industry trends in this infographic. Ahead!
1- Google Ads
80% of people use Google when they search for something, and this information is also valid when what you are looking for is a house. We will talk later about how real estate portals, such as Trulia and Zillow, are losing their competitive advantage by demonstrating that this marketing strategy is even more relevant to real estate agents.
Note that this first marketing strategy is called Google Ads, not only Google, due to the high level of competition in the organic section of the results, which is something we will also talk about later. To cope with this competition, you can adopt a pay-per-click strategy and use Google Ads and / or Bing Ads to rank among the first results offered by these search engines. You can get more information about Google Ads in our article on the Google Ads platform .
Here’s how to use Google Ads effectively to get leads by spending little:
- A campaign by location: Do you sell houses in Portland, OR and Lake Oswego, OR? Then create two campaigns, one for each location where you have a property for sale.
- A group of ads by type of property : Do you sell single houses with one room and terraced houses with two rooms? This means that you need to create two ad groups, one for each type of property or you are selling society.
- Ad text: Perfect! You have already created a good structure for your Google Ads campaign, now is the time to create your ads. They say a picture is worth a thousand words, so let’s see some examples of winning ads in action:
- Specific keywords – no, more specific: You should make your ad appear only to those people who are looking for a home (nobody else). You are the one who controls who can see your ad, through the definition of your keywords. A good set of keywords would be, for example:
one bedroom apartment for sale in plots for sale in Islamabad
affordable town house for sale
best real estate agents like SkyMarketing
As a real estate agent, you cannot beat the offer of real estate portals such as Trulia, Zillow and the like.
Try writing something more generic on Google like’real estate agent on + anywhere. You will probably see a lot of real estate portals that compete with each other and are willing to pay more.
2- Real estate portals
Seattle-based real estate portals, in 2014, creating a giant of digital real estate ads. There are those who love them and those who hate them, in fact, most real estate agents and brokers hate them – more than 150 million users enter these portals every month to acquire a house.
This second marketing strategy, more than ideal, is necessary, taking into account the reality we are living – the control that these digital real estate portals impose on the market makes real estate agents less and less relevant.
Given the controversy behind their Premier Agent business model and the recent setbacks, these portals are increasingly controlled and have become a less attractive acquisition channel.
However, we keep the real estate portals in second place, waiting for new developments that justify relegation to a lower position.
3- Social networks
Social networks allow you to build links with your customers, establish an online presence in your community and advertise your properties for sale. These are the channels that will allow you to reach your potential customers and that have proven to be more effective.
Facebook Marketplace added a section called Housing that allows you to add listings of properties for sale or rent. Facebook has partnered with Zumper, Apartment List and other third-party sources to add hundreds of thousands of property listings.
Use its 360-degree photo function so that your clients and potential tenants can make a virtual visit. Facebook has a powerful algorithm that allows users to limit their searches based on location, price, size, number of rooms and much more. It is crucial that your housing listings are accurate and the details are specific so that more users can see them.
Facebook is a very powerful tool. Use it intelligently and make each of your ads unique. As you can see in the example below, this real estate agent not only lists another property, not only defines the characteristics of the property but makes it memorable and unique.
Facebook also provides you with a great window to become the local reference of what is happening in your area of influence. Especially for potential non-local buyers, mixing news with listings of your properties is an excellent way to achieve a growing base of loyal followers.
As you can see below, the publication has nothing to do with housing but is relevant to the community.
As you know, LinkedIn is the leading platform for professionals looking to build their network of contacts with other professionals in the same industry. Use it both to increase your online professional reputation, and to gain exposure to investors and bankers.
In your profile, add your achievements, such as the awards you have received, your training, background, social media skills, real estate transactions, etc. This platform also allows you to promote your business effectively through discussion forums, private messages and even blogs.
LinkedIn has more than 550 million members, of which 40% log into their account every day.
Make sure your profile highlights your recent activity and also shares external links that are relevant to your area of influence, your achievements and experience.
Use LinkedIn to attract potential customers by joining real estate related groups such as your real estate association, your Multiple Listing Service (MLS), etc. Participating in sector discussions will allow you to gain more visibility. You can also look for professionals outside these groups, such as lawyers and financial planners who might recommend you.
In addition, LinkedIn also offers a tool called ProFinder that connects users with freelance real estate agents that can meet their needs.
Yelp is the social network of reviews par excellence for local businesses and businesses, and as a real estate professional, reviews can increase your credibility and help you get more customers. It is important that you keep an updated and complete profile in which you show your offers and add the Yelp function called Contact real estate agent .
Given that it is a platform starring reviews, managing them in a professional and friendly way – whether positive, negative or neutral – is key to obtaining more customers.
Below you can see a real case in which a real estate agent responds to a negative review in a friendly and professional manner, thereby minimizing the negative effect that it could cause.
Having a video on your website that shows how your property is is another effective way to win customers, as it allows you to use storytelling to encourage commitment and authenticity. While providing quality photos and written information can help you turn a visitor into a customer, having a video further increases your chances of getting a conversion. According to Buffer:
Companies that use videos as part of their marketing strategy get 27% more clicks and 34% more conversions than those that don’t.
To get higher click and conversion rates, create short and simple videos, as they usually retain viewers’ attention better. After analyzing 600 companies and more than 250,000 videos, Vidyard, an online video hosting company, discovered that:
Videos of less than 90 seconds achieve an average retention rate of 53%, while videos of more than 30 minutes only retain 10%.
Create striking and valuable content to keep viewers more interested. Here is a list of the various video content you can use, along with amazing examples of other real estate agents:
- Listing Videos:
If you want your property listing to stand out among those of your competitors, then invest in listing videos to directly and visually show the key features of the property .
The real estate agent is a video professional and takes advantage of this format as few do in real estate: Create a video listing with a great narration and impressive camera movements to show the beauty of the home. When listing the reasons why buyers should visit the property, she creates a visual image through her narrative that helps prospective buyers imagine that they live there. Judy also included information about the surrounding neighborhood in her video, but we will further analyze the videos about the neighborhood or community in the next point.
- Neighborhood Overview:
One factor that homebuyers take into consideration when making a purchase decision is the neighborhood and the community around housing.
The property could be absolutely beautiful with a spacious living room, a beautiful kitchen and a swimming pool, but if, for example, your target customer is a family with children and they see that the local school is too far from the house, then you will not be able to convince them to visit the property in person. Create an image of the area and its surroundings: shops, schools, clubs, etc., to help potential buyers to imagine what it would be like to live in the neighborhood.
Provide them with information about the history of the city or town so they can get an idea about it. Marguerite Martin, Tacoma real estate agent, made a complete video about the South Tacoma neighborhood. The video deals in depth with history, parks, local businesses and historic homes. It highlights the uniqueness of the community, the diversity of homes, the benefits and the opportunities it offers.
The way he explained the history of southern Tacoma really attracts the viewer. His know-how has allowed him to position himself as an authority figure and one of the main sources of information for the area of Tacoma.
This It allows you to gain credibility as a real estate agent and build trust in your potential clients.
- Customer Testimonials:
Creating videos that show cases of clients who have had a positive experience acquiring a property through your real estate will also allow you to generate more confidence in your potential clients, since they will automatically get an idea of how your shopping experience can be .
Prepare questions that highlight your qualities as a real estate agent and the characteristics that buyers and sellers are looking for.
Ask questions like ‘why did you choose me to represent the purchase of our home?’ , ‘describe your experience working with me’, and ‘what did I do best to help you find your home?’
Customer testimonials in your presentation video, which allows you to make a very positive first impression to your potential clients .
In the video, his previous clients highlight Marguerite’s qualities that made his shopping experience satisfactory.
- About me:
A biography in video format allows you to communicate your goals, demonstrate your interpersonal style and even include brief testimonials to add credibility.
Take this opportunity to explain who you are, your background, certifications, achievements, sales history, mission, etc. A biographical video allows you to convey closeness.
When the audience listens to your voice and sees your face, they clearly see that you are a real person, someone with whom they could relate. Boutique Real Estate Group did an amazing job on their biographical video.
They provided interesting and useful information for their target audience and combined music, images and a motivating tone of voice to convey to their customers their passion for their work and dedication.
- Tutorials, Q&A and video tips:
Share your wisdom and interact with your target audience with instructional videos and questions and answers that will facilitate the process of buying or selling your home – it may be the first purchase to your potential customers and will surely have many questions to respect
When you give your Expert opinion, provide valid reasoning to support your statements. This way your potential customers will also understand where you come from. Santa Barbara real estate agent Stephanie Young offers a good example of this.
Now that you know what kind of videos you can create, let’s talk about the different platforms on which you can host them. Here are some suggestions:
– Social networks: Consider publishing your videos on your social networks so they can be shared and thus expand their reach. According to a study conducted by Business 2 Community:
Videos generate 1,200% more shares in social networks than text posts and images.
Video marketing on social networks also helps improve the SEO of your website, as it allows you to generate traffic to your homepage.
– E-Newsletter: If you have a list of subscribers, send newsletters regularly and include a video to get a higher click rate. A recent study on the click-through rate in emails showed that:
Emails that include an embedded video receive an increase in the click rate of 96%.
– Landing page: The audiovisual production company Notch Video, discovered that:
The average user spends 88% more time on a website with a video.
The goal is to make users stay on your website. The longer they are in it, the more they learn about you and your business, and the more likely you are to get conversions.
In a similar way to blogs, when you add useful resources in your newsletter to your existing customers, you can get new customers because the content you put at their disposal is very valuable, your current customers will share it on social networks or send it to their friends and family, who in turn could be a potential new subscriber.
Be sure to segment the emails you send so that they adapt to different subscriber profiles. For example, one for those who buy for the first time. According to a study by MailChimp, the leading email marketing platform:
There are 75% more likely for recipients to click on emails from segmented campaigns than on those from non-segmented campaigns.
86% of users prefer to receive a promotional email at least once a month, while 15% of users say they would not mind receiving promotional emails every day.
– Content: Now that you know how often you should send your emails, let’s see how the content of these emails should be, based on an exhaustive analysis we have done on successful email marketing campaigns in the real estate sector.
- Suggestions for the homeowner: Share with your potential clients useful tips for your home based on your experience or according to the seasonal informational value. For example, you can talk in depth about pipeline maintenance or interest rates if there has been any change in the official rate.
A very important benefit of these emails is that they will probably be shared, so you will be gaining additional exposure. In addition, you can maintain contact with your potential client.
- Share your property listings: While the suggestions for homeowners were for your potential clients, this other type of content can also be sent to other professionals in the real estate sector (now we will see the power of segmentation!)
Embed a video in this email, considering what we talked about before about video marketing. This piece of video will really be the key to your success.
- Request references: After all, if you don’t ask, you don’t receive. Requesting references to your clients and offering them an incentive to mention you is an excellent way to maintain your relevance and gain additional visibility through the exchange of emails.
The effectiveness of these five marketing strategies for real estate professionals is proven, and, no doubt, they will help you reach your potential clients and turn them into customers. As competition in the industry is increasing, it is increasingly important to direct your efforts and invest your time only in marketing strategies that work.