Promote Your Real Estate Business — 5 Best Digital Marketing Strategies
From email marketing and social media to local SEO strategies, there's plenty of digital tools you can use to grow your real estate business.
Digital marketing is one of the go-to marketing channels for real estate businesses, including but not limited to brokers, agents, appraisers and property managers. Outside of traditional methods, there are online platforms, channels and technologies which make promoting and selling products or services to a more targeted audience a much easier task. Various strategies are used, but they never stay static. Search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, email marketing, and more are some of the main methods you can use to promote your real estate business by:
- Reach a wider audience
- Generate leads
- Build brand awareness
- Showcase property listings
- Engage with potential clients
This will ultimately help you attract more clients, close more deals, and grow your real estate business.
READ: LLCs and Real Estate Investing — Pros and Cons You Should Know in 2023
Put effort into SEO to promote your real estate business
Search Engine Optimization (SEO) is the process of improving your website’s visibility on search engines like Google, making it easier for potential clients to find your real estate business. Effective real estate SEO includes some of the key things to make sure you do to increase visibility. Some are very technical and could be handed to a specialist or agency, and some are very straightforward and can be done by a non-specialist.
Keyword research
Identify relevant and high-traffic keywords to target in your content.
On-page optimization
Optimize page titles, meta descriptions, URLs, and header tags for targeted keywords.
Content creation
Publish informative and engaging content related to the real estate industry.
Link building
Acquire high-quality backlinks to your website from reputable sources.
Local SEO
Optimize your website for local searches by including your business address and contact information. As most real estate businesses cover a specific geographical area, it’s important to have your listings on Google, Yelp, Bing (yes, Microsoft’s Bing as well), and other important listing sites to have the same rich information, a lot of reviews (good ones), and be actively maintained.
READ: 7 Reasons Local SEO is Excellent for Small Businesses
Technical SEO
Ensure your website loads quickly, is mobile-friendly, and has a secure HTTPS connection. A key thing to understand is how to make the website “seen” by search engine bots.
Make your real estate website more user-friendly
A user-friendly website is essential for engaging and retaining potential clients. Some of the must-have features for a real estate website include:
Responsive design
Ensure your website works well on all devices, including mobile phones and tablets. Already, 50% of users do all their searches on mobile, in some industries, it can be as high as 90%.
Easy navigation
Organize your website with clear menus and intuitive navigation.
High-quality images
Use professional and appealing images to showcase your property listings.
Property search functionality
Include a search feature that allows users to filter properties based on their preferences.
Contact information
Display your contact details prominently, making it easy for users to get in touch.
Testimonials and reviews
Showcase positive client feedback to build trust and credibility.
Use Google Ads to get fast results
Google Ads is a PPC advertising channel that can help your real estate business get quick results by driving targeted traffic to your website. Important things for advertising through Google Ads is to make sure you have the right keywords and audience and are actively measuring results. Do not let any ads run until the conversion tracking is properly set up and you have a good idea of attribution of leads coming from different channels. Important things to remember are:
Use location targeting
Target your ads to users in specific geographic areas where your properties are located.
Create compelling ad copy
Write engaging and informative ad text that highlights your unique selling points.
Utilize ad extensions
Use features like call extensions, location extensions, and site link extensions to provide additional information and improve click-through rates.
Test and optimize
Regularly review your ad performance and make data-driven adjustments to improve your results.
You can hire a professional or an agency to handle this, but keep your eyes on two of the most important metrics.
- How much do you pay per lead? — CPL (cost per lead)
- Quality of the leads
If two of the above metrics are within your targets, then scale the campaigns as much as possible.
READ: Determining Your Business’s Target Market – Why It’s Necessary and How To Do It
Develop a social media marketing plan to promote your real estate business
Social media platforms like Facebook, Instagram, and LinkedIn can be valuable tools for promoting your real estate business. A successful social media marketing plan for real estate should:
Set clear objectives
Establish goals for your social media marketing efforts, such as increasing brand awareness, generating leads, or engaging with potential clients.
Choose the right platforms
Focus on the platforms that are most popular among your target audience and best suited for showcasing your properties.
Share high-quality content
Post visually appealing images, informative articles, and engaging videos that showcase your properties and expertise.
Engage with your audience
Respond to comments and messages, ask questions, and participate in relevant conversations to build relationships with your followers.
Monitor and analyze performance
Regularly track your social media metrics to understand the effectiveness of your strategies and identify areas for improvement.
READ: Don’t Get Left Behind — Top 8 Social Media Trends for 2023
Utilize email marketing
Email marketing is a cost-effective way to nurture leads, communicate with clients, and promote your real estate business. The best practices for a successful real estate email marketing campaign include:
Build a segmented email list
Collect email addresses through website opt-in forms, social media, and other channels, and segment your list based on factors such as location, property preferences, and engagement levels.
Personalize your emails
Address recipients by name and tailor your content to their preferences and needs.
Create valuable content
Share relevant and informative content, such as market updates, property listings, and tips for buying or selling a home.
Use eye-catching subject lines
Write compelling subject lines that encourage recipients to open your emails.
Monitor and optimize
Track key metrics, such as open rates, click-through rates, and conversions, to evaluate the effectiveness of your campaigns and make data-driven improvements.
The bottom line
By implementing these five digital marketing strategies, you can effectively promote your real estate business, generate more leads, and grow your client base. Prioritize search engine optimization, create a user-friendly website, leverage Google Ads, develop a social media marketing plan, and establish an email marketing campaign to maximize your online presence and reach your target audience.
Michael Hakob is the founder and CEO of Andava Digital, with 10+ years of experience in digital marketing and focus on SEO and organic channels that drive traffic. Graduate with a degree in Management of Information Systems, Game Theory enthusiast and Management 3.0 follower.
