While the property market has been sluggish the last few years, online marketing and social media allow agents to remain highly visible, even when the doors are closed.
Real estate agents are able to stay at the forefront of consumer mindshare, using the right digital tools to engage with current and potential customers. With property purchase now more than ever a digital activity, realtors can capture the attention of potential buyers, even during the virtual sales process.
The Importance Of Being Present Online
According to HubSpot Blogs research, 66% of consumers research products and services online first. This means that they already know what they want before they even set eyes on the product, and are only then presented with choices. In a world of smartphones and tablets, consumers have quick access to information, which in turn makes them smarter buyers. As consumers grow more comfortable buying online, real estate agents should too.
Even if you’re online 24/7, you’re not necessarily engaging with all of your customers. A growing number of people are buying products and services online, which means they’re not constantly in the market for what you’re selling. When they find the need for what you’re offering, they’ll most likely be experiencing it online first and then converting this into a face-to-face sale.
This is where being present online becomes important. Even if the shopper isn’t seeking your product or service at the moment, it’s still important to be available to provide answers to their questions. If someone is having trouble finding a suitable property, perhaps you can provide them with some tips or ideas on where to look. Or if they’re thinking of purchasing a vacation home, perhaps you can share some tips on how to make the most of their trip.
The Many Different Ways To Market A Property
With the increasing popularity of online marketing and social media, realtors have many different ways to promote a property. Whether you choose to use conventional billboards or bus tours, or if you find traditional marketing methods of compelling print or broadcast media ineffective, there are countless ways to reach potential buyers and renters alike.
To attract the attention of the right audience, you’ll need to consider your target audience, the type of property you’re trying to sell, and the methods of the people you plan to engage with. What works for one agent may not work for another, so it’s important to consider what makes your unique selling point. While SEO, social media, and email marketing are free and can be used by any real estate agent, you should consider paying for some digital marketing, such as Google Adwords.
Why Should You Experiment With Different Marketing Channels?
As we’ve established, more and more consumers are searching for products and services online first, and in turn, real estate agents are using this to their advantage. This presents numerous possibilities for attracting potential customers, with different channels offering varying results. Some methods may even work better than others depending on the type of property you’re marketing and the demographics you’re targeting.
Let’s say you’re selling a vacation rental property. Using SEO, you might choose to target regional searches for popular vacation spots and create a landing page for each. While this may seem like a good idea in theory, you need to consider how much effort this is going to take. When a consumer needs information on a destination and doesn’t know where to look, they may find your website, but this is usually the first point of call for them. If this is going to be their only search query, then you’re probably going to lose out to competitors who are also offering vacation rentals in the destination they’re searching for.
On the other hand, if this is a destination you’ve never spoken about, or one you don’t want to promote due to the nature of the business, then using social media may be the way to go. Create a YouTube video featuring a local expert talking about the destination’s attractions and highlighting its unique qualities. Then, consider creating a blog for the property, featuring local tips, advice, and FAQs. Finally, use local directories, such as Yelp and Google My Business, to get the word out about your property.
Above all else, be consistent. No matter which methods you choose, whether you use SEO, social media, or both, be sure to use the same approach throughout your marketing plan. Create content that is both fresh and valuable, and ensure that you always link back to your website. This way, when a consumer visits your site, they’ll know exactly what to expect in terms of product or service and will feel that your online presence is indicative of the quality of the product or service you provide. In addition to being present online, realtors should also be seen as thought leaders in their industry, using platforms like LinkedIn to showcase their expertise.