- July 10, 2023
- Digital Marketing, Lead Generation, Real Estate
Real estate marketing strategies have seen a major turn in this pandemic. Following the implementation of demonetization, RERA act and then pandemic, a lot of Real estates marketers have moved towards digital mediums in comparison to print and outdoors due to cost-effectiveness.
Builders are demanding more creativity and relevancy in real estate digital marketing campaigns during this pandemic.
The real estate technology landscape is constantly changing. The latest and greatest apps that promise to simplify our lives are rolled out in a steady stream, and the newest versions of our phones, even how we search for products on the internet, are always being tweaked and improved on.
Here are 17 tips to keep you up with the pace of real estate digital marketing:
1. Keeping lead generation as focus
As per the research on real estate digital marketing online searching behaviour of home buyers, there has been a phenomenal increase in the number of leads (at least 300%) from marketing real estate online via digital marketing platform.
Undoubtedly, buyers get interested with personal buying experience when it comes to high monetary value products, digital marketing makes the real estate or developers in India create a huge impact on the buyers
2. Lead verification through integrated CRM
Most of the builders are not dealing with the lack of leads but the quality of leads they get through various marketing campaigns.
- Very often brokers and agents get benefited from the marketing campaigns run by Realtors.
- If it is planned to involve channel partners then it can be considered but if customers are clicking on ads but not responding then it increases the cost-per-acquisition for builders.
- We recommend using appropriate technology or integrated CRM for various activities in your business could make a huge difference.
- If you still depend on traditional methods of management for your processes, you could be making a big mistake.
The best growth hacking advice would be to share government-approved development plans around your project. People want to know the growth of the area they are investing in.
3. Lead conversion is an art.
In our various encounters with Real estate clients, we have observed that they often complain about low conversion and unachieved sales target even after spending lakhs on various forms of advertising and promotion.
One is the time taken to reach the prospective client after generating a lead. Most companies take too long to contact the lead.
Once the home buyers are contacted, there should be an established way to keep track of warm leads and hot leads.
We help your sales team to get along with the technology or tools we introduce in your overall digital programming and make sure that you achieve an 8-10% conversion rate with all our digital activities.
4. Plan your paid campaigns 1 month prior to the launch date
No one buys property overnight.
Plan for atleast next 3 months, everyone including you need time to observe and analyze how search engines, your audience and competitors are responding to your campaigns.
Raise the budget every week where your activities are doing good, send back the bad ones for review and come back with a better and bigger plan.
Invest time in good designers, web developers, content writers if possible Google certified professionals.
Start from using Google Analytics, Search console, review content on your website, get some SEO audits done, develop awesome blogs for your projects, do some keyword research.
Write some eye-catching Headlines and subheading for your paid and organic campaigns.
5. Enhance your brand value
There is nothing best then buying from a reliable brand, isn’t it?
Where lot of advertising agencies emphasis on brand building activities, it is also recommended to stay connected with your audience in some or the other way.
Companies who have premium products under their belt needs to be more focused on digital front.
A lot of property buyers and sellers do vigorous research online before they ultimately make the purchase or sell the property online.
Hence, making sure you have a strong online presence is of utmost importance to make your brand name stand out in the real estate industry.
6. Accuracy and relvenacy in promotion
RERA has impacted Real estate market in Maharashtra and other state of India in lot many ways. This has led to lot of creative digital marketing practices in real estate industry.
After the rise of range in smart phones you get ready platforms where you can market your projects in many creative ways.
Accuracy and relevancy will win this game of Digital marketing if played well.
7. Come up with a lot of long and short videos
For video marketing you don’t need to be pro in video making. There are lots of video creating tools which can help you creating small and effective videos.
However, if you really wish to bring your brand values in your video we recommend hire a professional agency for this job.
Looking at the fast pace marketing trends it is necessary to come up with lot of long and short videos to connect with your audience much deeper.
Make sure you have a call to action at the end of the videos. People need to know next action they should take after watching your videos. Either ask them to subscribe, comment or visit your website for more details.
Video outsourcing can cost you from 50k to 5 lakhs but the video is worth 100 posts. Promote your video on every possible platform.
Video outsourcing can cost you from 50k to 5 lakhs but the video is worth 100 posts. Promote your video on every possible platform.
8. List down USP and UNSPs of every project.
Do a keyword research on every project and interest about your target audience. Take help of your sales team who are the front face of your customers to know what your customers ask for at the first time.
Decide whether you want them to sign up an enquiry, Book a visit or Call. Sales don’t happen in a week. Involve your brand value in common in all your campaigns.
Well, lots of digital marketing agencies do take care of geo targeting. This sounds cliché but set your business goals for your campaigns and for every project.
Collect your team to start Newsletter where you can push weekly newsletter to people who have signed up on your website. You can also use these newsletters for pre, ongoing or post sales activities.
9. Forget push marketing, focus on pull marketing
No one wants to be sold things they have no interest. Find out what your customers are looking for on internet.
Try to pull your target audience to your website and educate them about your project. On the other hand, keep informing your sales team about the latest rules and relegations on real estate.
Lot of visits goes in vain when your sales guy is not informed about real-time topics like- RERA, GST, government policies etc... Better write blogs about every feedback you get from your sales team on different queries of customers.
Hire a professional content writer or use online tools to create awesome content.Make sure your content is unique and not plagiarized
10. Utilize Email Marketing
People are opening their mails on mobile than never before.
Mobile email will account for up to 75% of email opens, depending on your target audience, product and email type. email Monday – “the Ultimate mobile email stats”
Try A/B testing with your mailers and see which mail gets good Click-through-rate and which headlines are making motivating users to open their mails for your offer or newsletter.
We recommend give a touch of your brand in your mailers. There are lot of ready email templates available online. Sign up for our newsletter on “10 effective ways to use E-mail marketing”
11. Start promoting your project on Social media
Remember people see your ad on Facebook – Search it on Google – takes action on Website. Buyer might visit your sales office with a screenshot of your ad they've seen on Facebook.
Talk about USP of projects on Social media. Have a real time photo shoot of your project. Interact with your audience on Twitter.
Motivate them to Book a visit or Sign up to know details about the project. Pull them slowly towards you by showcasing why your property is best for investment.
Home buyers are reluctant in taking decision immediately, give them some space to know more about you and research.
If you have enough content on the internet about your project, they might make a decision on their own. A lot of home buyers have bought a property where they found more investment value than brand value.
12. Spend time on Google analytics
This has to be the spinal cord of all our activities. We highly suggest you keep a track of your organic and paid search result.
Google provides you every kind of report which you might need for your digital campaigns.
Ask your digital guy to import all your reports and prepare an analysis report. Google provides you enough analytics where you can decide how and when to spend and on which mediums.
An ideal Digital marketing goes much deeper in reports before it takes any action. All your digital campaign gives you long term result on your user behavior so use it for your next project as well.
Take a note of the conversion ratio and click-through rate of your ads and organic links, this will help you to achieve your benchmark efficiently and at a limited possible cost.
