This article outlines the best practices in real-estate marketing from ZenithRise Group, a real-estate marketing agency in California.
With the years of booming real-estate markets we’ve had in most of the US, it’s easy to negate online marketing as an afterthought. However, at no greater time is it important to promote your real-estate brand online. At the best of times, it helps shorten the conversion lifecycle of any transaction, whether it be a purchase, a financing, a sale or a rental. At the worst of times, it ensures that you remain top of mind when consumers and institutional investors are building up momentum to splurge when the market turns.
A multi-dimensional approach is essential, for all sectors of the real-estate market, whether you are a largescale property developer, a national property management company, a regional brokerage or an individual agent.
Here follow some powerful tips to keep top-of-mind:
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- An informative and appealing website that maximizes your target’s online time with you: Your website is your digital storefront. It should be visually appealing, user-friendly, mobile-optimized, and contain high-quality images and detailed information about you. It should also showcase your expertise, client testimonials, and clear contact information. This is certainly true of agents who are dealing with individuals but especially true of institutions that are vying for the funding dollar from banks or investors or are in neck-in-neck negotiations for the next property to acquire. And please make sure that you build your website with a professional (especially smaller institutional firms or individual agents) that knows best practices in design, navigation and Conversion Rate Optimization (CRO). If you already have a website, that regular CRO checks are done to ensure optimal conversion of explorers into interested prospects.
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- Search Engine Optimization (SEO): Whether it’s a quick and basic website build through Wix or a complicated, interactive website developed through custom coding, you must protect your asset with regular on-page, off-page and technical SEO. Doing so will ensure that you remain top of mind when targets come looking for a real-estate partner.
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- Social Media Engagement: Leverage platforms like Facebook, Instagram, LinkedIn, and TikTok to showcase who you are, what you stand for, any properties for sale/rent, etc. At any level, whether consumer-led or investor-led, real-estate transactions are inherently emotional in nature. The social and image-rich nature of Social Media ensures that your targets not only understand how capable you are but also feel that you can be trusted with those emotions. Consumer real-estate companies are more likely to leverage Facebook or Instagram (for a younger demographic) while institutional and commercial real-estate firms will most likely used LinkedIn, where they are more likely to find the high value, professional buyer that they need to complete larger transactions.
- Targeted Online Advertising: Whether it be targeted Facebook, Instagram or LinkedIn or whether it be a national or regional campaign through Google Ads, online advertising is effective when it is properly targeted. You must be clear on those targets or it becomes very easy to quickly consume a lot of money through targeted advertising. And if there is some ambiguity, ensure that you run test campaigns with modest budgets to understand how targeting different groups performs for your brand. But please make sure you measure your campaigns on a frequent basis to ensure you are getting the engagement and conversion scores you need for optimal marketing spend.
All of these tactics can prove very effective in driving forward digital marketing for your real-estate company. Of course, these must be preceded by clarity on your marketing budget (that should not decline when the business hits hard times) and an ongoing focus to staying on top of rapidly changing trends.
