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Real Estate Marketing Strategy 2019: Retargeting

by Katie Russell | Aug 15, 2019 | Blog, Content Marketing, Real Estate Marketing | 0 comments

Retargeting offers a number of advantages to real estate marketers, including increased lead generation and conversions.

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Highlights:

• A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website.
• Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties.
• Retargeting makes it easier for you to connect with potential clients and get the results you need to grow your business.

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As you set your real estate marketing strategy for 2019, you want to be sure that you aren’t missing out on any vital opportunities to reach potential customers. You’ve probably designed plans for your social media accounts, put together an email marketing list, and worked to improve your SEO — but have you considered retargeting as part of your real estate marketing strategy for 2019?

What is retargeting?

Retargeting allows you to focus your attention on people who have already visited your website. A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website. This allows you to generate more repeat traffic, which can, in turn, help with your conversion rates and, ultimately, your sales.

In order to set up ad retargeting, you start by inserting a specific piece of code into your website. Google ads have easy to follow tutorials on how to set up codes that link to your ads. The code has no impact on the way your site runs and, for the most part, it’s unnoticeable to potential clients. When they visit your website, however, the code attaches a cookie to the visitor. Then, when the visitor leaves your site and sees ads elsewhere on the internet, the cookie lets the ad provider know they’ve been to your site — and increases the likelihood the visitor will see one of your ads.

How does retargeting help?

As a real estate marketer, you may make contact with your clients in a variety of ways: via email, over the phone, in person, on social media, and through your website. When potential buyers visit your website, they only have about a 2% chance of converting, whether that means signing up for your email list or calling you about putting their house on the market.

The more they spot your brand, the more likely they are to remember your name and company, which increases the chance they will turn to you when they are ready to make a purchase. Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties. Retargeted ads ups the chances of a conversion by as much as 70%.

Is retargeting part of your strategy?

So, how do you actually incorporate retargeting into your real estate marketing strategy?

Adding retargeting to your paid search ads will increase the odds you will reach potential clients who have visited your site in the past, which raises the odds they are genuinely looking for a property in your area. Retargeting is also a highly effective way to connect with past clients when they have future property needs.

The simple strategy of remarketing can offer a number of advantages that will make it easier for you to connect with potential clients and get the results you need to grow your business.

Related posts:

• Our 6 Favorite Marketing Automation Tools for Real Estate Marketers
• What are Google Sitelinks and Why Real Estate Marketers Need to Know About Them
• Paid Digital Advertising: A Beginner’s Guide for Real Estate Marketers

 

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Real Estate Firm Grows Sales by 300% through Content Marketing

by Elizabeth Hines | Jun 16, 2017 | Blog, Content Marketing | 3 comments

Content marketing grew one real estate marketing firm’s sales by 300% in less than a year.

Consumers are increasingly going online to conduct research before making a purchase. And that holds true for even the largest investments.

The National Association of Realtors reports that a whopping 94% of Millennials who recently purchased a home relied on websites in their search process. And that’s not just a generational phenomenon — the majority of Baby Boomers (84%) and 69 to 89 year olds (65%) did online research while seeking a new home as well.

Real estate marketers have an enormous opportunity to get their properties in front of more potential buyers through content marketing. With an inbound marketing strategy, customers who are looking for a property like yours will come to you through their own online research.

Take, for example, this case study about a prominent real estate marketing firm in one of the most competitive markets in the U.S. When traditional tactics weren’t bringing in the kind of business needed to sell 1,500 new-construction homes in a new planned community, the firm turned to a new content marketing program to increase web traffic and build brand awareness.

The results were almost immediate. The new digital and content marketing efforts drastically increased web traffic, conversions, and sales. In just 90 days, sales had increased by 37%, and in less than a year, a whopping 300%. At least one-fifth of buyers were sourced directly from the website.

Download this case study to learn more about how content marketing helped the real estate marketing firm drive traffic to their website and increase sales.

Related posts:

• Learn How Content Marketing Increased Real Estate Sales by 37% in 90 Days

• Using Content Marketing to Market and Sell Luxury Real Estate

 

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How Virtual Tours are Helping Real Estate Marketers Sell Properties 

by Katie Russell | Aug 22, 2019 | Blog, Content Marketing, Real Estate Marketing | 0 comments

Virtual tours are making waves in the real estate industry as software takes staging and online tours to the next level 

 With online searches accounting for more than two thirds of the time that buyers devote to finding the right property, it’s essential for real estate marketers to adjust their efforts accordingly. But it takes more than a robust website and informative blog posts to get your properties sold.   

The latest trend among digital marketers: virtual tours that offer prospects an actual inside look at your real estate listings from wherever they happen to be.  

Virtual tours: the basics  

Utilizing the newest technology, potential buyers are given the opportunity to leisurely explore your listing without ever stepping foot inside. Leads can take their time and truly get a sense of what it might be like to call your property home. The digital tool gives developers an opportunity to save money, time, and creates an opportunity for exponentially larger reach than traditional tours. 

Why real estate marketers need to be creating virtual tours 

Convenience 

Purchasing a piece of real estate is a big decision and not one that is usually made overnight. Make searching for your properties convenient to potential buyers by showing them exactly what they can expect when they walk through the door.  

Here’s sound advice from Quicken Loans:  

“While there are a lot of companies and software out there that can help you create the most technologically-advanced virtual tour on the market, your main objective should be to create an online experience that is easy to navigate and does a good job showing off your home.” 

Cost effective 

Virtual tours can be elaborate 3D tours done by a production company or as simple as shooting video on your cellphone. Using available resources, like your mobile phone, allows real estate marketers to get their properties in front of prospects without a huge financial investment.  

Stay ahead of the competition 

Buyers who view properties with virtual tours are two times more likely to set up an actual tour. With numbers like that, it’s easy to see why real estate marketers need virtual tours to stay ahead of their competitors. Buyers have the opportunity to engage with your property, while learning more about your brand. 

Virtual tours have exponential reach and longevity 

As a marketer, you know that longevity is key in creating content. Virtual tours are a cost-effective, time–saving tool that can showcase your property for as long as it is available. Get the most out of your virtual tour by posting it to your website, write a tour-based blog post, and share it social media. The more visible your virtual tour is to prospects, the more organic reach you’ll gain. Reply to comments (positive and negative) and answer any questions that prospects may have. The more engagement a brand has with leads, the closer you are to closing a deal. 

Final thoughts  

Virtual tours are rapidly revolutionizing the real estate industry. It allows potential buyers to view your listing at their own convenience, anytime, anywhere. Have you tried posting a virtual tour of your property? We’d love to hear about your experience.  

Related posts:

• Infographic: 5 Tips for Using Facebook Live for Real Estate Brands
• 5 Real Estate Marketing Strategies for 2019
• Using Online Virtual Tours to Sell and Lease Property

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Write it Down: Why You Need a Digital Marketing Strategy

by Katie Russell | Jan 7, 2020 | Blog, Content Marketing, Real Estate Marketing | 0 comments

Having a documented digital marketing strategy increases brand awareness and provides a starting point for in-depth analytics. 

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Highlights:

• A digital marketing strategy should be clearly documented, enabling you to fine-tune and adjust sections — or the entire document — in response to analytics.  
• From social media channels to blogs, enhanced customer engagement enables real estate brands to open a two-way communication with potential buyers (and renters).
• A clearly articulated digital marketing strategy is the foundation of generating qualified real estate leads.

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Digital marketing for real estate has become mandatory in recent years. With over 3.2 billion users globally, the internet has opened up countless opportunities for brands to connect with new and growing audiences — and the real estate industry has benefited in a major way.  According to recent market surveys, 92% of potential buyers do vigorous research online before making a home purchase.  

With luxury development projects on the rise in the Boston area as well as other metros across the country, a digital marketing strategy can give developers a competitive edge.  Note: The strategy should be clearly documented, enabling you to fine-tune and adjust sections — or the entire document — in response to analytics.  

Benefits of a documented digital marketing strategy 

Brand building 

To succeed in the highly competitive and dynamic real estate industry, you need a strong and reputable online presence. Using tools like workflows, search engine optimization, and social media, real estate marketers can grow brand awareness. Digital marketing allows you to attract potential buyers from a global market. From social media channels to blogs, enhanced customer engagement enables real estate brands to open a two-way communication with potential buyers (and renters). 

Higher conversion rate 

Digital marketing fosters a higher conversion rate of people who visit websites or social media platforms. Why? A well-designed digital marketing strategy nurtures leads and gives them reasons to return to your platforms where pointed calls-to-action and landing pages can capture their information. Establishing your online presence will help you showcase your luxury projects, allowing home buyers to explore purchasing options. Developers with updated and informed content increase their chances of engaging potential customers who are property hunting online.  

Increased exposure 

It’s no secret that digital marketing helps expand organic reach and increases exposure to new audiences. Geolocation marketing takes it a step further, letting marketers customize content for specific target audiences based on their physical location. Paid advertising on Facebook and Google, for instance, includes this feature. Put to practice, it means your ads target people in certain regions (geo-targeting is based on the visitor’s IP address) or when they enter certain areas that can be as narrow as a neighborhood or a few streets (geo-fencing uses a device’s GPS location). 

Lower acquisition costs 

Digital marketing offers real estate marketers cost–effective options compared to traditional marketing methods. For example, in a matchup of cost per lead, digital marketing comes out on top.  

Performance analysis 

Digital marketing offers several analytics tools, such as Google Analytics, that help you track your marketing performance. Tracking your performance online will allow you to understand the nature of the market and the specific techniques that work for your audience. By monitoring keywords, search trends, and search volume, you can determine which keywords to use when optimizing your website.  

A clearly articulated digital marketing strategy is the foundation of generating qualified real estate leads. Write it down. Refer to it. Let analytics drive change. That’s how you stand out from the competition. 

Related posts:

• DIY Digital Marketing Strategy for Real Estate in Four Easy Steps
• Real Estate Marketing Strategy 2019: Retargeting
• The Metrics You Should Be Measuring in Real Estate Marketing (Hint: Not Vanity Metrics)

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Infographic: 5 Tips to Make Digital Marketing for Real Estate Count

by Katie Russell | Mar 12, 2019 | Blog, Content Marketing, Real Estate Marketing | 0 comments

Digital marketing for real estate is a powerful strategic weapon. Our infographic gives you some key tips for a well-rounded strategy. 

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Highlights:

• 88% of all home buyers use the internet to collect information, and for 43%, an online search is their first step.
• When you kick off digital marketing for real estate, setting clear goals, rather than just blindly generating and sharing content, allows you to measure success, drive strategy, and ultimately, demonstrate ROI. 
• Video is an ideal way to give your target audience material to share with their networks — with the potential to expand your reach exponentially. 

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As the realm of marketing has undergone a seismic shift in the past decade, digital marketing for real estate has taken off. According to the National Association of Realtors, 88% of all home buyers use the internet to collect information, and for 43%, an online search is their first step. Real estate marketers are increasingly targeting their efforts on digital media, and content marketing is one of the best ways to do this.  

Our infographic below represents our favorite digital marketing tips for real estate marketers. Read on for ways you can use this powerhouse tool to market your brand and properties.  

Digital marketing for real estate — 5 tips 

Made with Canva

1) Start with clearly defined, measurable goals 

Effectively selling or leasing property requires a comprehensive, data-driven approach to marketing — which means starting with clearly defined, measurable goals. Are you looking to generate more leads? Raise brand awareness? Grow your social media presence? When you kick off digital marketing for real estate, setting clear goals, rather than just blindly generating and sharing content, allows you to measure success, drive strategy, and ultimately, demonstrate ROI. 

2) Get blogging 

Blogs help you sell real estate. Period. There are all kinds of benefits to blogging, from increasing search engine visibility to building relationships to nurturing leads. The more you publish, the higher you’ll rank with search engines. And every time you publish a blog post, you increase the chances that a user searching online for real estate will find your website.  

Blogs also help tell your brand story. They help buyers imagine themselves in your space. They nurture leads and build trust among potential buyers. In a recent audit of a client’s website, we found that people who read the blog converted at an almost 30% higher rate than other web traffic. That’s significant. 

3) Use video 

If you’re a frequent reader of our blog, you’ll know that we’ve been writing about the astronomical rise of video in real estate marketing for a while now. We can’t stress it enough: video is here to stay, and it’s time your business starts embracing it as a highly effective content marketing tool. 

Part of what makes video such an appealing form of content is its inherent shareability, which drives organic traffic. Getting your content and properties out to your base audience is one thing but empowering that audience to be your ambassadors is a huge next step. Creating appealing, engaging video is an ideal way to give your target audience material to share with their networks — with the potential to expand your reach exponentially. 

4) Get on social media 

Real estate is a people business. That’s why you should leverage a marketing tool that is also all about people: social media. If you have not begun developing social media strategies for your real estate business, now is the time to get started.   

Consider for a minute that in 2017, 81% of Americans had at least one social media profile. And the numbers are projected to continue skyrocketing: by 2020, 200 million people just in the U.S. are estimated to be on social media. Used wisely, social media can help build your brand, engage your potential buyers and renters, generate leads, and establish your reputation as a trusted resource.  

5) Create Infographics 

Infographics can be one of the most effective mediums for digital marketing for real estate. We know that digital natives, who make up the majority of real estate buyers today, prefer short-form, highly visual content. So, infographics make a lot of sense when it comes to speaking their language. Infographics are also prime candidates for reposts on social media. 

Since the text in infographics isn’t readable by search engines, you can make the most out of your content and bump up your SEO by including a transcript of your text with your graphic, ideally at least 350 words.

Final thoughts 

Online searches have changed real estate marketing for good. In fact, the possibilities that digital marketing offers are varied, constantly evolving, and exciting. Savvy real estate marketers are using quality content to raise brand awareness, improve SEO, build relationships, and generate leads. 

Related Posts: 

• A Visual Guide to Social Media Posting Frequency for Real Estate 
• 10 Social Media Statistics for Real Estate Marketers 2018 
• 10 Quick Ways to Grow Brand Awareness