Write it Down: Why You Need a Digital Marketing Strategy

Katie Russell

5 years ago

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

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.

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.

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