Marketing ways have evolved over the years, especially after the introduction of online marketing. However, it is very important to reach out to the right customer base in order to be successful. Like other industries, real estate agents and companies have also realized the need of the hour is to come up with new marketing ideas. They seek help from online advertisement companies or professionals to assist them in the highly complicated yet efficient field of digital marketing.
Why online or digital marketing? That is the question on everyone’s mind. If you are a real estate agent or company, then you would want to reach out to more people. If you have a large online presence you can achieve that, but it doesn’t happen overnight. To reach out to the right audience takes time. Real estate undoubtedly is a pretty rewarding business still estate agents and companies constantly look for new marketing strategies and techniques to sell their properties more efficiently and at a faster rate.
Let us dive into some proven methods and marketing ideas for real estate that will certainly ensure more return on every buck spent. These methods will act as a catalyst to boost the real estate business. If you ignore these methods, then you might find yourself losing out on potential customers and lagging behind in terms of competition
1. Build a Professional Website
Having a professional website is one of the most important tools of online marketing. It is very vital to have a professional website and not just a regular one. People like to visit business websites to seek all relevant information. The website should focus on both aesthetics and functionality. The speed of the site should be great, content details should provide all details, high quality pictures of properties and flats should be displayed on the site; in short make it interesting. Update it on regular basis and make sure that you do not put too many ads on the website, because at times it distracts the visitors. Real estate agents and companies who want to break new boundaries, building a professional website is more important now than ever.
2. Email Marketing
Email marketing is the latest trend in online marketing. Popular email marketing systems like Aweber and installing LeadPages can help you to collect email addresses and market them to those users. But it is very crucial that it is done in proper and professional way. You don’t want your emails to be considered as spam. If you do it the right way, then it will certainly attract more people. Use email campaigns to add more value to your marketing strategies and watch your business improve substantially.
3. Google Analytics
The key to success in real estate is detailed analysis of data. If you have a website then you would be interested to know; how well is it doing? How many people are visiting the site? What is the response? What is the average time spent on the website? Which sections are frequently visited on the website? And so on. If you have analytics installed on your website then you can easily get all these information. You can do a detailed analysis of the data and make necessary changes to your site. This will enhance user experience and will generate more leads.
4. Create Facebook Page
Who doesn’t use Facebook these days? People may not have bank accounts these days but they sure do have a Facebook account. Jokes apart, it is probably the most effective tool to reach out to large number of people at zero to minimum cost. Creating a Facebook Business Page and advertising the same on Facebook has proved to be game changer in the digital market. The same could be utilized in real estate as well. Make sure that you are active on the page, make interesting posts, interact with visitors, reply to posts and queries and above all don’t spam your followers. You will definitely see positive results, which will also build a good reputation for your business.
5. Create a Popular Blog
Creating a blog is another way to attract more people in your business. You can use your experience and expertise in the real estate business; try to incorporate them in a blog to build a platform or a loyal audience base over time. Blogging is also an effective medium to reach out to a large user base where you can share useful information related to real estate. You can also post videos and pictures to make it more exciting along with value added articles. You may not see the results overnight, but if you remain active on your blog, then it is one of the best ways to market real estate.
6. Content Marketing
Content marketing is also a great approach to lure more visitors to your website or blog. You can market your content on popular sites like LinkedIn, Quora etc. which you can link to your own business website. But first you need to have unique content of your own in order to keep your visitors interested.
7. Matterport 3D Showcase
The Matterport 3D showcase is an online virtual tour providing an accurate description of the property to the buyer. The distinct dollhouse view gives the homebuyer a completely unique sense of the property no matter how far the buyer might be. This is the most advanced marketing idea for real estate. It is a step towards futuristic marketing.
8. PPC Advertising
PPC, price-per-click, advertising is another way to draw traffic to your website, where you can market your properties up for sale. However, it’s pretty expensive as you are paying for your website’s visitor. So, it is important that you have analytics system in place so that you can determine where the user came from and whether it resulted in a sale or not.
9. Get active on Instagram
Instagram has probably the widest reach on social media these days. Like Facebook, you can attract a wide audience base through it by posting photos and videos of your properties. Utilise the platform to showcase your future projects as well; spread the word in advance. Having an Instagram profile has proved to be pretty fruitful for real estate marketing.
10. Hire a Real Estate Photographer
Pictures can tell a thousand things that word cannot. In order to display your property details on business website, Facebook, Instagram or other similar platforms you will need photos of your properties. If you hire a professional real estate photographer to capture some quality photos of your property, then it will catch the eyes of the buyer. It will give a clear idea to the buyer about what they can expect from the flat or condo they might be interested in. This can easily convert a lead in to a sale.
11. Set up Local Business Page on Google
Setting up local business page on Google will definitely prove helpful to boost your real estate marketing efforts. To set up a local business page on Google, go to google.com/business where you can enter relevant information related to your business, starting from location. Use the right key words in your business page so that users can easily search for your information. You can seek reviews on Google as well, once you set up your local business page.
12. Video Demonstrations
Posting videos about your property can be useful to drive your marketing campaigns. You can make high quality videos or even drone videos, to give a glimpse of the property to buyers. This will provide a better insight to prospective buyers in understanding the details about the property. You can also post these videos on You Tube and start your own You Tube channel. Not only property videos, you can also make videos about customer experience and testimonials, to grab the attention of new customers.
13. Build Brand Awareness
Building your brand in the real estate market is very essential. A good brand name will tempt more people to your business. Do you have a professional logo? Do you have a solid business plan? Does your brand convey a positive message to your customers? These are some important aspects that lay the foundation of your brand. So, work on these and build your own reputation.
14. Twitter Hashtags
Twitter is also an excellent medium that can be used for online marketing. Like Instagram and Facebook, Twitter has a tremendous reach as well. Create a Twitter page for your business. Use Twitter’s search tool to find relevant and trending hashtags that you can use in your posts, but avoid putting too many hashtags. Interact with other real estate agents and prospective buyers who might be interested in your company.
15. Radio and Television
Reach out to your local radio and television stations to endorse your business. Since radio and television are still considered to be effective medium for promotions, you can utilize the same. You don’t have to hire a PR company to do this; simply get in touch with your local television channel or radio station. You can telecast interviews, ads and other programs to market your business.
Holiday Homes: A New Trendsetter In Indian Real Estate
Buying a home could be a painstaking task for the metropolitan masses, whereas the higher and affluent class is being allured by all manner of options, when it comes to second homes. For some buyers, it’s all about gaining a ‘refreshing’ break at a weekend getaway, while the others see the second home mainly as a real estate investment. There is another category of buyers, who want these homes to be a post-retirement lifestyle choice.
A large segment of people is interested to buy holiday homes in India, the major factor pushing this phenomenon, is a longing to live a quality life near nature. This is backed up a new emerging trend, which is to get social recognition amongst the peer group. Owning a home in the lap of nature has become a common dream, but only few have been able to pursue and live their dream.
India’s beautiful vistas have always attracted the majority of people from all over the country and abroad. The tourism industry has created an immense number of hotels and resorts in the hills of north or near the beaches in south. But due to the heavy costs and regulations of the hotel authorities, the sense of ownership appears to be missing from the scenario. Hence increasing the demands for the holiday homes in India. The similar concept goes with the food pattern. The commercial food served by the hotels and resorts have added only to the mundanity of the travel experience. Therefore, to add that spice to the holiday meals, the concept of holiday homes encourages the self-owned cooking style. As the separate open kitchen in an owned property, can provide exciting ventures like cooking, eating and celebrating together. Where one can rediscover the family bonding.
Experts are pointing towards a graph, which depicts the rising in the earnings of upper-middle class and middle-class, hence accentuating their investment potential. That is perhaps why, the weekend homes market is growing at 10-12 per cent per annum.
A considerable positive change in the lifestyle of people living in the metros have contributed to the growth of the Indian economy. Also the increasing tax benefits, number of NRIs, HNIs investing back home, and the growing middle-class is finally leading to an increasing demand for vacation homes. The majority of the second home buyers consists of upper-income segment players, with the age bracket of 25 to 50.
Some of the preferred destinations, around the Mumbai, are Lonavala, Alibaug, Karjat and Goa. Lonavala being the favourite of Mumbaikars, as there is a good supply pipeline of row-houses and bungalows, from several real estate developers. There is a healthy demand for plots as well. The prices for row-houses in Lonavala, ranges from Rs 1 crore to Rs 2.5 crores, while for bungalows it is from Rs 1.5 crores to Rs 4.5 crores. For those who prefers coastal areas, Alibaug is the top destination. While Karjat is offering affordability and serenity as its primary USP.
Driving the investment in second homes, the buyers are seeking profits out of real estate investments or hold it for prestige. As the Indian buyer has invested in second homes for quite some time, the buying pattern has started to shift to something that offers more of a personal value, like a holiday home. Allowing an additional benefit of a weekend holiday at an owned place. Moreover, these properties are also offering the option of renting and earning income from the tourism potential of the investment destination. Homestays during vacations, has become a lucrative market, today.
How To Use Google Adwords For Real Estate
Creating a Google AdWords account is quite easy for PPC marketing. The link takes you where you need to start and will not cost you unless you place ads and get clicks. The main problem with the real estate agents who do not find PPC very great is that they begin without any real plan for success.
The logical approach is definitely where you set up an account and campaigns. However, this should not be done unless you have your website and lead generation ready. It is best to start this at the tail end of the process and work backward. You will surely get immediate clicks on your website visitors who find what they seek, and real qualified leads.
The Landing Page
You should never link your ads to the website home page. It is not going to get you any leads and in turn, it is going to hurt your ad quality score on Google. Finally increasing your CPC, cost per click.
Never stop creating content for your website. Nonetheless, start generating content around tightly focused topics. If you are aiming for a particular area, for example, Godbhunder Road in Thane; then create content with some very specific information about this neighborhood, what makes it desirable to buyers, and why you’re the agent to contact. You’re working the title as your keyword phrase as well. In order to get potential buyers, you will set up the phrase in the Google AdWords.
The CTA – Call To Action
Getting traffic to your page is one thing and getting them to provide their contact information completely differently. They should get something in return for giving their contact details like a pdf is mailed to their address regarding properties sold in the past decade in this area.
We ask them to take action and we are telling them what has sold and for how much will give them a leg up in negotiations. The idea is to show them that they will get something in return for their contact details. This also assures you that they are potential buyers.
This is will give you an advantage over your competitors with AdWords. We’re creating a destination specific to their question and search, and then offering them valuable upgraded information for their contact info.
Now comes the Ad
Now that we have a landing page for our ad, people will click and come to the page with the information they are looking for. Google tracks their time on site and clicks activity, so Google will know that they are happy as well.
The special report offer is our call-to-action, and it’s how we’ll generate the buyer lead. They find what they want, read all about it, and see a valuable extra report that will give them sold property information for the area.
How To Get Started In Real Estate Marketing
For those who aspire to have a career in real estate marketing, the first and foremost question that comes to mind is how to get started? Even experienced people, who have spent some time in the profession, when faced with the lack of new business, ask the same question. It is a very genuine question when you consider the fact that real estate marketing is very rewarding yet one of the most difficult tasks to accomplish. Is real estate marketing really so mysterious? Is it really hard to figure out? Do you need to be marketing specialist to grow in this sector? These are some question that comes to mind, who is a beginner in the sector.
There are certain important things that you need to consider first, before stepping into real estate marketing. Many crucial steps are ignored while choosing the products, primarily due to the focus on the money factor. The harsh reality, unfortunately, is that the drive for an instant sales push is a killer towards the chances of building a great marketing strategy because all your effort is concentrated towards sale while you tend to ignore other possibilities.
The initial planning steps could be a little boring and time-consuming. But if you are truly focused and passionate about selling real estate, if you invest some time in deciding how to promote it, then it will be a walk in the park. However, if you are not interested in doing any research, want to get out there directly and start selling then it might be a difficult job for you. Then again, it’s totally up to you, if you want to spend more time on money-making and less time on marketing research, but if you invest more on the later part, the earlier part becomes the whole lot easier.
There are no short-cuts to the marketing program that you can choose and expect instant success. If anyone tells you that it is possible, then you need to be even more careful because it is practically impossible. But with proper knowledge, patience and time, it is not at all impossible. Everyone have some unique qualities and have their own way of selling real estate, all it takes is to groom those skills to perfection.
First, understand the basics of marketing to identify – the WHO, WHERE, HOW, and WHEN of real estate marketing. Once you have identified these, then you get to have fun with ‘WHAT’ you will be offering to your clients. This is your business; develop your own marketing program and strategies to make the most out what you offer to your customer. After that, real estate marketing would seem really easy but remember it all starts with proper planning.
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