Digital technology has streamlined all business sectors and real estate is no exception. Prospective homebuyers now prefer using the online medium as the key platform when scouting to invest in a new property. According to the latest statistics, 83 percent of property seekers like to view apartment photos online during the initial research process. Again, 80 percent of them perform an online search to find new homes. Finally, 42 percent of property seekers research online before signing the final agreement. All such data reveal a very persuasive and promising trend— modern homebuyers like to buy homes from real estate business owners who have a robust digital presence. If you are in the real estate business, follow these five rules to get the maximum ROI out of your digital marketing investment:
- Know Your Audience
The first principle of making a sale in any business is to understand the audience pulse. In the context of real estate sale, a great way to know what your audience is looking for and to engage them is to offer them information they want.
Come to think about it, if you are looking to buy a new house, what would you want to know? Of course about the neighbourhood, the locality, schools, markets, hospitals, and the likes.
Think like your audience. Give them the information they need.
Create content that is worth reading and sharing; stories that property buyers will find valuable.
To know your audience better, use FB Live where you can perform a live question and answer (Q and A) session with your targeted audience. A live Q and A session will help you know who your customers are, where they are, what they are interested in, and what apartment amenities they want when looking for a new home. Pay attention to the demographics of an ideal homebuyer depending on factors such as their age, monthly income, education, profession, and gender.
Learn about the interests of an ideal buyer. Focus on people with relevant interests when looking for a new home. For instance, make a list of the neighbourhoods your property will cater to and provide specialty maps and area reviews. Get feedback from homebuyers online to figure out what they like about a new property and what they don’t.
- Lead Generation vs. Branding
Branding is an essential part of your integrated marketing effort because without understanding who you are and what you have on offer, prospects will never convert into leads. Therefore, you first need to get your brand out there, talk to potential home buyers, advertise your real estate business online, engage with your audience and deliver. Therefore, spending on online branding is a necessity in real estate.
Branding helps your business to become known. Based on the findings of NAR, 92 percent of property buyers use the online medium when searching for a new home. Home buyers research online for two weeks before selecting an agent. So, if most of these property seekers use the internet to look for homes and search for two weeks, you must implement digital brand awareness campaigns for your real estate business to reach out to these people. Today, people use more social media tools and smartphones when looking for a new home. This implies that establishing a powerful online presence for your products is quintessential for long-term success. Besides letting people know who you are, branding your property business will also give you genuine clients. It will show homebuyers that you are confident in what products you offer, thus making them more convinced before buying your property. This way, happy clients, more confidence and positive customer reviews and referrals will help you generate more leads.
Once your branding efforts are successful, you should spend on lead generation and nurturing. The key to the success of your real estate business is using an apt call-to-action (CTA) at the right time and at the right place to capture your leads when prospects show some real interest in buying your property.
Timing matters. Period.
- Lead Nurturing
Online leads are the bread and butter for your real estate business, and you should nurture them for greater ROI. You can nurture the leads based on the client interactions and their prior actions. Engaging your prospects with a targeted drip email campaign is an essential ingredient of nurturing a lead. Draft emails that are specific to a particular buyer persona. Delivering quality content will help prospects take the next step forward depending on where they stand in their home buying journey. Your sales team must follow up with your leads right away while they are still showing interest in your property. Based on a drift study, 7 percent of real estate companies responded to their leads just within five minutes. The other 55 percent took more than five days to respond or did not care to respond at all.
Always be the seven percent because most of your prospects expect an immediate response.
Nurture your leads employing automated funnel marketing. Follow the three-to-five-day funnel marketing strategy. Your objective is to convert them from cold to warm leads and finally to your loyal customers once they complete the funnel. Move your prospects to your CRM system so that your salespeople can do the follow-up and close the deals quickly. Use industry-qualified tools and applications such as drip, HubSpot, and Marketo for lead nurturing and deal closure.
- Market Your Property through an Immersive Experience
Create an immersive experience for your property on sale through quality photos, virtual tours, and floor plans. Make your properties jump to life using 4K photos, 3D walkthroughs, and more. When it comes to 3D showcase, it is the best experience for your apartment buyers to navigate through the property and view it from any direction or angle. An immersive experience will provide home buyers with a unique and complete sense of your property. A three-dimensional view of your home offers a more realistic experience to your prospects, as if the person were right there. Check out these 3D walkthroughs that we created for some of our clients.
When it comes to your real estate business, the competition is fierce out there. Therefore, you need to use advanced digital marketing skills to make your business noticeable. If you don’t have a well-equipped in-house team, hire a team that can add the digital benefit to your business. Let us know if you are looking for a better ROI and consistent leads. With more than a decade of experience in digital marketing and an impressive clientele, we can help you achieve your goals. Contact us today to get the ball rolling.