A sale is the result of a marketing job well done. A product, no matter how good it is, will not be able to sell if it does not have a strategy in which the target market is analyzed and the best way to capture their attention is identified.
The same happens in the real estate sector. You cannot wait for a property to sell on its own, steps must be taken to promote it effectively so that you are not just selling a property, but a lifestyle.
Therefore, real estate marketing can be defined as the efforts dedicated to the analysis of user behavior, in order to create strategies that manage to capture the customer’s attention and establish profitable and lasting relationships.
Michael DeRosa is a professional real estate marketer who specializes in luxury properties. His firm focuses on the selling best properties on the market. Needless to say, the man knows a thing or two about selling real estate. He employs different ideas for real estate marketing.
How is real estate marketing done?
The real estate sector has undergone many changes over time, especially in the way of searching for properties. Currently, most searches take place through the Internet, so all those resources that are offline are practically obsolete. That is why to do good real estate marketing you must make use of digital media, as they allow you to have a greater reach to potential customers.
Marketing is not only looking to sell something, but to give it a value that is important to the public. In the digital field it is a process that offers many advantages such as immediacy, the measurement of strategies in real time and constant communication with users.
So this type of marketing is carried out through a process in which the client is accompanied from the moment they access the website until after a sale is finalized.
This process consists of the following stages:
Attraction of users: In this case it is not necessarily about selling directly, but about offering relevant information for those who are looking for a property.
Conversion: Once you have their attention, it’s time to take steps to get their contact information, follow up, and convert the user into a potential customer.
Generate sales: An advantage of real estate marketing is that it has a prior analysis, which makes it possible to provide the client with information focused on their specific situation, leading to a better purchase decision.
Loyalty: There is no better promotion than a happy customer, so at the end of a sale communication with the customer must be maintained. Thus, the end of one deal may be the beginning of the next.
Tips for doing real estate marketing
The objective of this type of marketing is to reach your potential clients and facilitate the acquisition of a property. That is why Michael offers you the following tips.
Establish a plan
If you don’t have a plan, it will be difficult for you to know which way to go. Therefore, before starting to sell a property, a strategic real estate marketing plan must be created.
This strategy must consider factors such as the target market, the competition, the resources you have, and your weaknesses and strengths. It is also necessary to analyze your current situation in order to define your objectives.
Ask yourself the following questions: What am I looking to achieve? And what steps can I take to achieve it?
A good strategy will facilitate decision-making and help achieve good results.
Employ content marketing
Content marketing is essential within real estate marketing, as its purpose is to generate a database where it will be possible to reach potential customers.
Content marketing consists of providing information that is of interest to users for free. The content must be of quality, focused on your audience and must be of help to the customer during the purchase decision process.
In addition, you must be able to create an emotional connection, as this improves the perception of the real estate agency and stands out from the competition.
This can be achieved by maintaining a blog, as well as making eBooks, info graphics, podcasts and others where advice, recommendations and guides that are of value to the user are shared.
Lean on email marketing
Email is one of the most important online means of communication, so it cannot be left out during real estate marketing efforts.
Email marketing is a tool that not many know how to take advantage of, as it is not about simply creating property lists and sending them by mail. On the contrary, it is a process that requires creativity and knowledge.
First of all, it is essential to use the “subject” field to get the user’s attention. Then, the content of the email must be concise and precise, trying to arouse the curiosity and interest of those who are reading it. In addition, it can be used to obtain suggestions to help improve the content.
If applied correctly, email marketing works as an effective method for attracting and converting potential customers.
