The real estate industry is one of the world’s most lucrative and stable industries to date. Despite economic fluctuations, property is almost always in demand. However, even if something is in demand, you still need to ensure that your marketing campaigns boost your brand and your business. Otherwise, your competitors will quickly claim your market share.
Real estate marketing is the foundation of every successful real estate business. But just like in all marketing sectors, knowing the do’s and don’ts of how to attract online clients is key to developing a strategy that is both effective and relevant to today’s client expectations.
Finding clients that are within your target demographic can be a challenge in the hyper-crowded landscape of digital marketing, but a strong strategy will ensure you stand out and attract the right audience. These dos and don’ts can guide your marketing efforts and increase your chances of long-term success.
Do’s of Real Estate Marketing
Do focus on top-tier photo and video quality
It’s no secret that we live in a world driven by content. From Instagram photos and reels to the article you’re reading right now, content is the king of online marketing, and it’s high time that realtors took full advantage of that.
More specifically, realtors need to focus on visual content. High quality photos and videos are what initially draw most clients in, piquing their interest and inviting them to imagine themselves living in the properties that you showcase.
Make sure you’re regularly uploading top-tier photos and videos of the property you’re selling so that buyers can engage with your brand on an accessible and immersive level.
Do educate your audience on social media
Visual content isn’t the only thing that clients want from real estate agencies. They also appreciate practical, useful information. Use your online platforms to educate followers with relevant information so that they see your real estate agency as a credible source of multi-level value. Some popular real estate topics are:
- Current real estate trends
- Sustainable housing
- Ultimate house-hunting tips
With 96% of businesses using social media for various purposes, it’s clearly an excellent platform for engaging with your audience. You can educate your audience on just about anything related to real estate, so long as it ties in with the services you offer and incentivizes them to engage with your real estate agency.
Do promote the community of the property you advertise
More and more homeowners are interested in the value of the communities or neighborhoods that they join. A beautiful, big house is great, but even the best properties will struggle to sell if they’re in an unappealing environment.
When listing new properties, remember to include any positive community features that could serve as a draw for house hunters seeking more supportive neighborhood environments. This can include local schools, amenities, businesses, community groups, and any other appealing features.
Do appeal to a wide variety of demographics
Diversity and inclusion should form a part of every business’s marketing strategy. Appealing to a wide variety of people from different backgrounds and demographics makes the world a better place and can result in a more sustainable, stable economy.
While keeping your financial and business goals in mind, aim to model your marketing strategy in a way that accommodates the needs of diverse clients within your radius.
Embrace digital marketing
Something that ties all of the above “do’s” together is the fact that they involve a keen understanding and utilization of digital marketing.
Like most businesses, real estate agencies rely on social media and website traffic to drive sales and repeat business, making it an indispensable tool for success. Make sure your agency or brokerage has a comprehensive digital marketing department to handle this end of your affairs.
Don’ts Of Real Estate Marketing
Don’t deprioritize low-priced properties
While blue-chip properties might secure you a larger commission, they’re not the kind of properties that most people are interested in. Failing to focus on lower-priced properties can mean missing out on more frequent opportunities to sell to the majority of house hunters.
Don’t forget that the average US annual income is $105k, and these buyers make up the bulk of the population. By prioritizing low to medium-priced properties, you can see more consistent profits while supporting working-class families across America.
Don’t dismiss Millennials
Boomers may have had the most spending power in recent years, but that power is now shifting quickly into the bank accounts of their offspring–AKA Millennials, people between the ages of 27 and 42.
It may also be true that most Millennials are more interested in renting than buying, but that doesn’t mean there isn’t potential for more sales in the future. In the meantime, there are plenty of adults seeking reliable rental opportunities if that is a service your agency offers.
Don’t neglect previous clients
If a person has worked with your real estate agency before, there’s a high chance they will again. This tells us that previous clients should not be neglected but rather nurtured and followed up with in case they ever need your services again.
There are plenty of ways to generate real estate leads, not just for new clients but for previous ones, too.
Your agency can cater to its previous clients’ needs by sending them newsletters, asking them to fill in feedback cards or surveys, or requesting them to review your service.
Nurturing these kinds of relationships with past employees leads to repeat business, enhances the overall client experience, and encourages clients to recommend you to their friends and family. It also contributes to brand loyalty.
Don’t ignore weather and climate concerns
As the climate continues to evolve and grapple with global changes, dangerous weather has become a serious matter of concern for house-hunting families and individuals.
Wildfires, hurricanes, tornados, and flooding are all weather issues that clients may be concerned about when moving into a new area, so remember to include any safety features your properties may come with to encourage clients and assure them of the property’s safety.
Marketing For Success
Realtors and real estate agencies that embrace the digitization of modern marketing and appeal to nuanced client demographic needs are the ones that are likely to succeed in the coming years.
Focusing on the visual elements of digital marketing, nurturing leads, and continuing to track evolving trends are the key elements to getting real estate marketing right now and in the future.