Real estate marketing remains a lucrative way to generate leads for properties. After all, even if the house you’re selling is the best and cheapest building in the world, nobody will buy it if nobody knows it exists. Most people don’t want the hassle of finding homes on their own, and would much prefer a skilled real estate agent to do the bulk of the work for them.
A study by the National Association of Realtors found that 89% of homeowners got their homes via a real estate agent. Still, getting your name out there has plenty of challenges. Thankfully, the modern world overflows with technology and techniques to optimize your real estate business’s brand presence.
Why should I optimize my real estate marketing efforts?
Marketing is undoubtedly important, but too many businesses believe that more money means more successful marketing. While it’s true that a bigger budget enables more strategies, planning remains the most essential aspect of marketing. Businesses may funnel thousands of dollars into campaigns with little to show.
Meanwhile, a lone real estate agent who talks about charming homes with a lot of character captivated more social media users than the big corporate marketing campaign. The posts cost them next to nothing. Ultimately, it’s not about the budget alone but what you can do with it. Optimizing the marketing strategy will help you generate better results for your real estate business.
The best ways to optimize your real estate marketing campaign
Real estate marketing has hundreds of strategies, but only some things will fit your business. It’s essential to take stock of what you initially have and work from there.
Set a budget and stick to it
It’s crucial to have a clear budget plan from the outset. Even if the budget inevitably goes over or under on a campaign, the clear benchmark makes tracking a campaign’s success much easier later. For instance, if your budget is $2000 per month, you could spend $1000 on social media advertising, $500 on Google Ads, $400 on email software, and $50 on printing flyers for local marketing. Sticking to this budget ensures you don’t overspend and helps you prioritize where to invest your resources effectively.
Multi-channel marketing
As the name implies, multi-channel marketing means marketing across several distinct platforms. Websites, social media, emails, and face-to-face networking, the best way to get your name out there is being in as many places as reasonably possible. Remember to maintain a consistent aesthetic and core message when marketing across different platforms. In that way, your brand will stick in people’s minds.
Analyze past marketing efforts
Take stock of previous marketing campaigns to see what strategies generated the most leads or sales. For example, say you ran a Facebook ad campaign targeting first-time homebuyers. The campaign was far more successful than your Instagram campaign for empty nesters. With this knowledge, you can lean on Facebook ads more in the future. Analyzing past efforts lets you identify patterns and insights to inform future marketing decisions.
Avoid overmarketing
Avoid bombarding potential clients with constant messages. Overmarketing always runs the risk of annoying potential leads instead of converting them. Instead, focus on tailored marketing campaigns for your niche. For instance, if you’re a real estate agent specializing in luxury properties, you might create a monthly newsletter featuring tips for luxury homeowners or showcasing local events in upscale neighborhoods. Prioritize quality over quantity when it comes to marketing.
Utilize automation
You can find a lot of software dedicated to reducing the gruntwork of real estate marketing. Use tools like Hootsuite for social media scheduling or Mailchimp for email marketing automation. For instance, you can set up automated email sequences to nurture leads or schedule social media posts in advance to maintain a consistent online presence.
Opt for retention over client generation
Focus on building long-term relationships with existing clients rather than solely pursuing new ones. Natural word-of-mouth from happy clients can also generate new leads. For example, you might send personalized thank-you notes to clients after closing a deal or offer exclusive perks to repeat customers, such as discounted commission rates for their next transaction. Foster loyalty and encourage referrals to stay ahead of the real estate competition.
Hire an SEO expert for your website and social media
Consider hiring an SEO consultant to optimize your website and social media profiles for better visibility in search engine results. You could also incorporate compliance into marketing, as transparency is one of the most sought-after values by clients from real estate agents. Advertising this on the landing page alongside the usual glowing qualities of real estate agents shows a certain level of professionalism and inspires trust. SEO experts can bring out that side of your business best.
Final Thoughts
Real estate marketing will always be essential to success in the industry. That said, learning how to optimize your marketing efforts helps you grow much faster. After all, marketing still costs time and money, so reducing the amount needed for both will help any real estate business, especially startups.
Still, all this marketing needs good content, and no better real estate content exists than beautifully staged homes. You can take our home staging courses and prepare your properties for the next lucky client. Nothing says viral like a gorgeous house and a happy homeowner.