The real estate game has undergone a massive shift in the past 10 years or so. As with many industries, the internet has truly changed everything. Gone are the days of putting ads in local newspapers, renting billboards, and passing out flyers with your face on them.
If you want to taste real success as a realtor in 2019 and keep up with the competition, you need a focused digital marketing strategy with several clear tactics. In order to help you step your marketing game up, let’s take a look at the 7 most effective digital marketing tactics for realtors:
1. Facebook Local Advertising
Clients want a realtor who truly cares about them and someone they can relate to because moving homes is a very personal thing to most people.
Local advertising is especially important because most of your clients are likely to be people moving from one spot in an area to another. It’s rare that people up and change states or regions, but they’ll commonly move from one city to another within a contained area of the same state.
Facebook’s geo-targeting tool can help you zero in on a city or zip code so that your message can be personalized. Keep in mind, as with most targeting in digital marketing, it is better to appeal to a specific, focused group, rather than the masses.
2. Local SEO Tactics
Ensuring that results from your website, blog, and social media pop up relatively high on this list is crucial to nailing clients. To do this, you’ll need to update a blog regularly with content containing relative, high-ranking medium tail keywords.
These should include phrases like “modern homes in [city]” or “refurbished [city] homes”. Your industry, location, and offerings are a good place to start.
You’ll want to put these in titles, headers, sub-headers, backlinks, online directories, social media pages, meta titles, and meta descriptions as well. Keep in mind that the more links you get to your site, the better your site will rank for certain search terms.
The best tactic here is to create a “hero page” — a long, unique, often educational piece of content that other sites will have a genuine interest in linking to.
3. Virtual Tours
Virtual tours for real estate are a great way to give potential buyers a full walk-through of homes without ever having to step foot on the property. The key to creating a successful virtual tour is to invest in production and be aware of staging aesthetics.
Use high-quality cameras, like a DSLR, to capture real footage. Make the video responsive and interactive across all channels and available on both mobile and desktop.
Having a tour that is user-friendly and 3D is not only guaranteed to improve your marketing, it’s never been less expensive to put together.
4. An Email Campaign
You’ll need to create engaging content that doesn’t sound too much like a sales pitch. The sole purpose of this email should be to encourage your prospective buyers to click through to your site so that they end up at the next stage in your sales funnel.
To collect emails, consider posting a downloadable buying guide or a similar PDF on your site. Offer it for free in exchange for email signups. That way you will already have a list of prospects that have expressed interest.
Done correctly, you’ll keep yourself relevant with your past clients as well as generate new leads.
5. An Easy-to-use Website
Include a list of all your new listings, content intended to help them through the process of home-buying, and links to relevant services they might need during the process. These include links to lawyers, home inspectors, movers, landscapers, and more.
Most importantly, though, ensure that your site navigation is easy to use. Having a 24/7 live chat function for customer support is a good idea too — consider looking into automated responses here so that potential buyers won’t be left on the line.
6. Pay-per-click Advertising
You can tailor these ads on Google's advertising backend to target local individuals in a specific area, which makes them invaluable to local business owners and realtors. This is a great way to ensure that you get new leads that are genuinely interested in your services as they intentionally clicked on and opted in to your advertising.
Put together a simple PowerPoint on a topic within the industry that you are well-educated about, and use the resulting audience as an opportunity to generate high-quality, inbound leads.
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