The way in which your real estate business is found by potential clients has changed drastically over the past decade. Traditionally, you would list your estate agency’s company details in the Yellow Pages and other print business directories or publish your contact details in the local Phonebook. However, the internet has changed all of that and has given the consumer free, easy access to information at their fingertips.
These days, there are thousands of real estate websites and businesses online. With the amount of competition increasing daily, it is now more crucial than ever for your real estate brand and business to be found on Google, when users are looking for real estate services in your local area. As Google is still the single largest source of traffic for most real estate websites, one of the best ways to connect with prospective clients and be found online is to get listed with Google My Business.
Remarketing is a cost effective digital advertising tool that can help you reach more prospects, create more brand awareness, boost engagement and ultimately increase lead conversions. By making use of remarketing, you can reap the full benefit of Facebook and Google advertising – by showing your ads to those who have already visited your real estate website and previously shown some interest in your company, services or specific property listings.
A potential buyer visits your real estate website, browses through your current listings and then clicks away without making an enquiry or buying a house. As a property professional you know that this person could be a potential sale – if not today, then sometime in the future. But how do you remind that person about your real estate business and keep your brand front of mind until he or she is ready to buy?
Social media is fast becoming one of the most effective ways for successful estate agents to reach and engage with potential clients, as more and more people are using Instagram, LinkedIn, Twitter and Facebook to research and assess which property professional they want to work with. Therefore, in order for an estate agent to effectively compete for new business and remain relevant in today’s social media driven marketplace, it is vital that every estate agent creates, maintains and promote their own personally branded pages, on one or more of the major social media channels.
Real estate is more competitive than ever before. Thanks to the advancements that technology has made to the industry; buyers, sellers, landlords and tenants now have thousands of agents to research and choose from online. With so many options available to them, how do you get prospective clients to pick you as the property professional they want to work with?
Your company profile page is one of the most critical and frequently visited pages on your real estate website. When potential clients are deciding on whether or not to work with your business, they first want to know who you are, what you do and how your real estate services will benefit their property search or sale experience. Therefore, your company profile page provides an opportunity to connect with prospects, stand out from other players in the market and build your credibility as a real estate brand.
Before you launch an expensive digital advertising campaign to drive more traffic to your website and generate more leads, you should first look at improving your website’s conversion rate. Conversion rate optimisation (CRO), is the process of making changes to your website to provide your visitors with an improved online property search experience with the purpose of ultimately improving the rate at which your website visits are converted into high quality leads. CRO is a relatively untapped real estate marketing opportunity and works on the premise that the more you improve the potential buyer or tenant’s experience on your website, the more leads you will generate. There are many factors that affect a website’s conversion rate, however, by simply improving the quality and quantity of content published on your website, you can greatly increase conversions and generate more leads without blowing your marketing budget.
It is vital for any real estate business to build lasting relationships with existing and prospective clients by maintaining regular contact. This is why a sound marketing communication strategy will prove very successful for your real estate brand and one of the most valuable and cost effective communication tools you have at your disposal is your monthly email newsletter.
An email newsletter is a great way to distribute relevant information to prospective clients and nurture your leads through every stage of their home buying, selling or renting process. By publishing and distributing valuable content, that is educational and informative, on a regular basis, you will not only position yourself as the local property expert, but you will keep your brand at the forefront of mind, build long-term relationships with prospective clients and drive repeat traffic to your real estate website.
Lead nurturing is one of the most important keys to your real estate marketing success. To avoid leads going cold and potentially losing out on a future sole mandate, sale or rental you have to nurture your leads by keeping in regular contact with all your prospective clients and cultivate a personal relationship with each and every one of them.