Digital marketing is at the cornerstone of the global real estate industry today, with realtors and developers doing all they can to gain an upper hand in an increasingly competitive digital landscape.
By learning a few neat tricks of this game, you can take your business to the next level, and stand out in an increasingly crowded local real estate marketplace. In this article, we uncover six such strategies to get the ball rolling.
1. Leverage Video Marketing & Virtual Tours
Video dominates content consumption on the internet, and is particularly a game-changer for real estate, where potential buyers seek out visuals, video tours, drone footage, and even virtual walkthroughs, over large swathes of text describing a property.
Creating such videos does come with a learning curve, but it certainly is a skill that almost anyone can pick up with a few hours of effort. There are, however, service providers who can get this done for you, often at exorbitant prices.
The latest in 2024 in this regard is 360-degree virtual tours and live walkthroughs that offers potential buyers the ability to perfectly visualize a property without having to step a foot inside.
You can also create AI-based images to further enhance your presentation to best appeal to prospective buyers.
Not only are these innovations more convenient for buyers, they help attract more engagement, helping your listings stand out. Here is an example of the kind of innovations we are talking about.
High-quality photography is the backbone of real estate marketing. Listings with professional-grade images consistently attract more clicks, inquiries, and viewings. A game-changing solution in this space is Giraffe360, which offers advanced property photography and virtual tour technology that simplifies the process while delivering stunning results.
By automating photography, floor plan creation, and virtual tours, Giraffe360 enables realtors to create immersive and professional listings that stand out from the competition. Integrating such tools into your workflow can significantly elevate the quality of your property marketing efforts and save valuable time.
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2. Maximize Social Media Advertising
A key highlight of 2024 in the digital media landscape was the fall of organic reach. This was already happening on social media platforms, but now even search engines have made it harder for smaller sites to gain traction and reach their target audiences.
This makes opting for paid social media advertising a great option, since you’re not only getting extensive targeting options, but with the right optimizations you can get a substantial return on your investment from the very first cycle.
Facebook’s ad platform is now so advanced that you don’t have to do any major optimizations beyond just placing a conversion pixel on your lead generation page. Once Facebook gets a lead hit, it starts looking for similar audiences to target and send to your landing page, all by itself.
3. Use Data-Driven Email Marketing
Email marketing might seem old-school, but when done right, it can deliver excellent ROI. The key here is to use data-driven insights to segment your email list and send targeted campaigns.
By leveraging CRM software, you can track user behavior, such as which properties they’ve viewed or how long they’ve spent on specific listings, then tailor your emails accordingly.
Try sending personalized property recommendations based on past interactions or location preferences. Also, automate follow-up emails after someone attends an open house or downloads a brochure from your website.
4. Optimize For Local SEO
Local SEO is vital for real estate professionals. Buyers are almost always searching for homes in a specific area, so your site needs to rank highly for location-based searches like “homes for sale in [city]” or “best neighborhoods in [town].”
Make sure your Google Business Profile is up-to-date, your website is optimized for local keywords, and you have a solid strategy for collecting and responding to reviews.
You can also produce hyper-local content. Blogs about local market trends, guides to the best schools, or even features about new restaurants in the area not only build credibility but also help boost your site’s SEO ranking.
5. Embrace AI & Chatbots
AI-powered tools are becoming more accessible, and they can do wonders for your real estate marketing.
AI-driven chatbots on your website can handle queries 24/7, ensuring potential buyers never have to wait for a response. Plus, these bots can guide visitors through listings, set up appointments, and even qualify leads.
Incorporating AI into your advertising campaigns also allows for smart targeting and automation. For example, you can set up ads that automatically adjust based on user engagement or run retargeting campaigns that show ads to people who’ve visited specific property pages.
6. Experiment With Influencer Partnerships
Real estate marketing doesn’t have to be restricted to traditional ads. Partnering with influencers in your market, especially local ones, can give your properties a more authentic reach.
Micro-influencers who have a strong local following, such as community bloggers, lifestyle influencers, or even local business owners, can showcase properties in a relatable way that resonates with their audience.
For instance, a local lifestyle influencer could give their followers an inside look at a new condo development, sharing their honest impressions. This type of content tends to feel more organic and trustworthy than a typical real estate ad.
Conclusion
In 2024, digital marketing is turning out to be indispensable for real estate, because buyers, sellers, and everyone in between now expects you to have a strong web presence.
Apart from this, there are few better avenues for high-quality, targeted leads off-late, something that traditional marketing channels simply cannot match. With the right game play, you won’t just survive, but thrive in this increasingly cutthroat marketplace.
