Are you aware of how designing real estate marketing strategies can be an important ally for the success of your sales planning? Nowadays, the real estate market has been adapting in order to more efficiently meet the profile of the modern consumer, whose decisions are strongly guided by technological trends and drive the implementation of new techniques to lead to conversion.
It is a fact that real estate sales go hand in hand with the disclosure of real estate developments, so as is the case with plots for sale in al Jalil garden. Therefore, designing marketing strategies not only helps you sell more but also employs credibility for your Developer. Want to know how to build strategies that really work? In this article, we separate some tips, follow!
What is real estate marketing, and what are its advantages?
The real estate consumer had never had access to much information until Sky Marketing was launched. With a simple search on the internet, it is possible to find several alternatives for apartments, houses, and lots, as well as relevant information for the purchase. Therefore, strategies such as Real Estate Marketing work with a focus on promoting business, humanizing and strengthening brands, creating connections between companies in the segment and the real estate public. After all, it is essential to understand the customer’s purchase journey and know how to retain them.
We know that each company’s customers follow a particular and different journey. And therefore, it is necessary to structure the customer journey considering the behavior of the consumer looking for a property. Therefore, real estate marketing offers your Developer the opportunity to get to know your audience better and, thus, define the best strategies to be applied in digital media and also in offline media.
Now that you know the “why” of using real estate marketing, the time has come to ask: do you know what it takes to create and succeed in your real estate marketing strategy? Here are ten valuable tips that will help you on this journey; see below:
1. Drive your site for conversion:
A website is the main way to establish a good relationship with the consumer. In addition to providing credibility to your Developer, the site is also an important sales channel that is always open to your potential customers.
It is important that the pages are produced with the necessary information but without weighing the site with too much data. That’s because a very loaded layout can take the attention of the potential customer and distract him from what he’s really looking for. The objective here is to resolve the doubts that the visitor has regarding the purchase of the product and direct them to the conversion.
2. Be present on social networks:
Another point you can invest in is social media. In them, it is easy to know the company’s reputation according to user returns. It’s also an excellent channel to talk to leads and understand their real pain. All this information can be used to target campaigns and actions along with content guidelines on the blog.
3. Invest in paid media:
A great advantage of digital marketing for builders, land developers, and developers is related to investment. The digital medium is cheaper than investing in traditional advertising, that is, outbound marketing, such as television, magazines, billboards, and newspapers.
Also, it’s easier to segment the audience, whereas, in mainstream media, you’re spending a lot of money to “shoot it all over the place.” This very precise segmentation allows the optimization of the budget, bringing more results with less investment.
Digital marketing is not expensive, mainly because, when done right, it brings a return that goes beyond leads in a database and sales being annotated by your marketing and commercial departments.
In other words, it brings your company closer to your audience, allows for a two-way conversation, and brings something incredible to your business: the chance of a real relationship with your customers and of creating moments of enchantment and loyalty at various stages of the sales process.
You invest less financially and still manage to segment and target campaigns and measure all results later. It has the best value for money.
4. Use metrics to your advantage:
To guide its actions, the marketing department needs to be increasingly aware of the main marketing metrics in the real estate sector. The main marketing metrics that need to be monitored are:
- Cost per lead (CPL): is the division between the amount spent on your campaigns and the number of people who actually showed interest in a unit of your construction company.
- Conversion rate: shows the percentage converted from one stage (or stage) to another in the customer’s purchase journey, that is, in the stages of the sales funnel.
- Customer Acquisition Cost (CAC): This shows how much each new customer costs your business. It is essential to know if the money invested in marketing actions is giving a financial return.
- Return on investment (ROI): used to calculate the return on any investment made, whether online or offline.
With real estate marketing metrics, it is possible to analyze whether the construction company is on the right track or not. In addition, these metrics guide managers, offering them subsidies so that they can be more precise in their decision-making. With them, it is possible to measure and know everything that impacts the results, both positively and negatively.
In short, marketing metrics enable productivity, good revenue, and the consequent growth of the construction company.
5. Segment your communication:
Facebook Ads allows you to do very precise targeting to capture qualified leads. Such segmentations range from the interest of leads to their geographic location.
Among the best digital marketing practices, we can mention the definition of a geographic segmentation restricted to a radius of 8 km from an enterprise. Thus, it is possible to reach people who are interested in that region.
Another point within targeting is in Google Ads, as it allows the creation of ads fully focused on certain keywords. With this, it is totally feasible to reach leads who are totally interested in projects in a certain region.
6. Follow the buyer’s journey:
Understanding the path a visitor takes through your site is very important for spotting errors. Through some tools, such as RD Station, for example, it is possible to have access to the entire leadership journey.
There is the possibility of creating flows for sending emails, measuring results, identification, and personalized follow-up, considering the audience and the stage that the potential customer is in the sales funnel.
- See what the tool can offer:
- Create landing pages, emails, and forms;
- Optimization of SEO pages;
- Manage the lead base;
- Analysis and planning with complete reports;
- Integration with CRM;
- Lead nurturing with marketing automation.
7. Invest in geolocated campaigns:
Have you heard of geolocated marketing campaigns? In the real estate market, the location serves as an alert to offer nearby developments, bringing relevant content to one or more specific regions.
Based on this segmentation, the main advantage is the possibility of impacting the user at the most appropriate time, which qualifies the optimization of the campaign by geolocation. But how to work with geo-marketing?
Geolocation allows you to work only with the public of a certain country, state, city, or neighborhood. Thus, encompassing several filters to segment your audience, having alternatives of segmentation by location.
It is necessary to understand that there are different ways of working with geo-marketing, namely: geotargeting, websites, check-ins, geotagging, geo-filters, and many other types of geolocation. For example, when you are creating an ad on Facebook, you can use various filters to segment your audience, having alternative targeting by location.
8. Bet on content marketing:
When used correctly, content marketing will help you generate not only more sales leads but also drive strategy. In this way, with the recurring production of valuable content, people who closely follow the actions of their construction company will feel the need to pass this information on to their friends.
The real estate market is attractive to millions of people. Therefore, investing in a marketing plan that involves different internet tools is essential.
By following content marketing practices, you have the opportunity to work on the humanization of your brand. That is, to outline strategies to bring your Developer closer to the consumer, with feelings, desires, and expectations. In this way, you are outlining attitudes, such as: working together and sharing information internally, culture and humanized relationships to outsiders, building their own identity, speaking the language of their consumers, and encouraging them. Also, engage your customers through your company’s history, and don’t forget to organize a plan outlining tactics, objectives, and goals to be achieved.
9. Drive word of mouth marketing:
Word of mouth marketing is an action carried out by customers as a result of a company’s actions, which ends up motivating people to talk about its products, services, or brand spontaneously. Here, the focus is on customer experience, an organic way of getting referrals naturally.
Investing in the customer experience can easily become a great competitive differentiator for your construction company. This is because when there is an increase in consumer satisfaction, the chances of closing deals and retaining customers are greater. Therefore, you still need to strive to win customers and build a relationship strong enough for customers to comment with other developers, builders, subdivisions, and real estate companies. Talking about a strong between real estate agencies and customers, Tajarat Properties has always prioritized satisfying its customers.
Word-of-mouth marketing happens naturally, based on the positive experiences of your customers. It is possible to encourage referrals and promote reports from satisfied people to maximize the results achieved. Over time, your clients will share the information in communities without you asking, continue posting on social media, and comment with partners and colleagues in the real estate market.
10. Use built-in tools:
The more integrated your tools are, the better your results will be, as this makes it easier to visualize data and make assertive decisions. The integration between real estate CRM and ERP is an example of how technology can help the sales team to recognize and service leads.
But you might be wondering, “What are the tools I can integrate? How will I measure the impacts of this integration on sales? Where do I start?” The answer lies in the Real Estate Marketing Intelligent Ecosystem! Smart integration generates more qualified leads and, consecutively, the number of sales will increase, resulting in a sales conversion rate above the market average
It is necessary to define the tools well, configure them and integrate them, generating a round-trip flow. See the Intelligent Ecosystem infographic on the next page! In addition to integrating the tools, it is also important that marketing is aligned with the sales team. This will generate much greater agility in the service, in addition to ensuring more efficiency in the result.