How to build a fruitful real estate marketing campaign

Real estate is a domain that requires much attention, especially since it can go through a lot of ups and downs. And it’s normal to do so since it’s influenced by many external factors such as financial conditions, interest rate, and job growth. However, you can still use some marketing strategies to push the business forward, so there’s no need to get discouraged.

Real estate success is about getting in front of buyers, but how could you do that with such market diversity? As an agent, it might be challenging to be everything and offer everything for all, but this is not even needed. You’ll learn the importance of identifying your target market and more in the following, so read on.

Real estate in the Internet age

Before digging into the subject, it’s essential to emphasize the effects of the Internet on real estate agencies. If, until now, buying and selling properties were conducted mainly in the office, that is offline, more and more buyers are looking for homes on the Internet these days. Is it more comfortable? The answer is yes, but there are definitely other factors that influence their choice. Customers easily find different agencies’ listings or contact details, as well as nearby properties that otherwise would be hard to locate. According to the National Association of Realtors, 97% of home buyers searched for properties in the online environment in 2020.

You may be surprised that Millennials are not the only ones using the Internet in their home search. A significant number of Baby Boomers do that too. It seems that a considerable part of the world population heads to the World Wide Web when it comes to buying a house. Without any doubt, in the world of digitization, things changed, and so should business owners. The focus is on the client and their needs, but if the client is to be found online, you should also get to be online.

As a real estate agent, you may wonder what steps to take in this regard, and although things seem complicated, they’re not.

Steps to take to build a successful real estate marketing campaign

Determine the target market

Before even starting to sketch a marketing plan, you should be well aware of your target audience. Market research is a critical aspect of every business, big or small. Thus, to become a successful real estate agent, you first need to discover who you’re marketing for. For whom are all those properties destined? One helpful way to define your target market is to use buyer personas – representations of your ideal customer. You can also conduct surveys, online or offline, to find out what people expect from you as a real estate broker.

After you’ve got an important clue about your target audience, you can focus on a niche market. Maybe it’s cool to be everything for everyone, but this can have an end earlier than expected. Defining a niche is your path to success and propels you on the market as an expert. Each central area of real estate comprises a wide range of property kinds that can confuse customers if presented within a single portfolio. Thus, consider narrowing your focus and finding a niche that best aligns with your interests and clients’ needs.

The most common real estate niches include:

• luxury real estate
• residential real estate
• commercial real estate
• farm or ranch real estate
• green real estate

Commercial real estate, for example, refers to that specialty focused on retail centers or office buildings. So, if you want to become a commercial sales agent or broker, you should know that you’ll do business with entrepreneurs. In other words, this will be your core audience, in case you wondered what the target market has to do with a niche.

Film video walkthroughs

A simple method to gain clients is to make use of video content. We live in the Internet era, when everything is supposed to be dynamic and vibrant. Consumers start to lose interest in mere text content; more often than not, they don’t have the patience to go through it. So, even if you’ve written well-organized and relevant content, there are chances just a tiny part of the intended audience to actually read it. Therefore, we recommend showcasing your real estate properties in something else – videos – for more immersive experiences. Consider conducting thorough tours of the properties you want to sell and posting those clips either on your website or social media. And don’t forget to make it a little more exciting with some music in the background. There’s a variety of real estate videos music, so don’t hesitate and find that song that aligns with the mood of the particular property you present.

Create a website/blog

As we already mentioned, most consumers search for products or services online, so if you don’t have a corporate website or blog, it’s time to build one. It will be the first thing users will find about you and the mirror of your real estate business. You can include listings on your page so prospective clients will find the needed information quickly. You can also add a personal touch to set your page apart, like a mortgage calculator. We advise you to have both a website and blog – the website will offer relevant and updated information about your real estate and different properties, while the blog is for fresh ideas that will make customers more familiarized with your business. It can be about tips on choosing the perfect property or location based on their needs, for instance.

Publish a real estate newsletter

Actual and prospective clients will surely appreciate a weekly or monthly newsletter with relevant details and updates on real estate laws, health checks on the local market, mortgage rates, homeownership advantages, etc. It’s an excellent method to introduce consumers into the real estate world and provide them with valuable insights on various topics.