Real Estate and Digital Marketing: the basics

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Getting into digital marketing can be overwhelming for a lot of people, especially real estate agents who are used to doing “non digital” marketing. 

Or as we like to call it “traditional marketing’ – things like listings on the real estate portals, newspaper/magazine ads, just listed/sold DLs and of course, signboards.

Digital marketing in it’s simplest form, is marketing on a digital platform.  With so many options available, it can feel like a maze to get started, but remember the old saying – “fish where the fish are” to attract new leads.

So take a quick look at some of the more popular options so you don’t feel pressured to do everything all at once. 

Email marketing

Think of email marketing as the digital version of a printed newsletter or DL you would normally post, or pay someone to deliver on your behalf.

The average person is in at least 5 databases so it’s important to make sure what you email is relevant to increase the likelihood of the email being opened and read.

Don’t just send an email full of properties – mix up the content so you can cater for the active and passive property seeker.

In real estate there are many email marketing tools such as MyDesign/Designly, ActivePipe and Mail Chimp, so make sure you find one that works easily for you.

Property Portals

With portals such as Realestate.com.au, Domain and Trade Me Property reaching their 3rd decade, portals are now regarded as the “traditional” way of marketing listings and building your brand awareness. 

The incredible audience numbers indicate portals are THE first place property seekers visit when looking for listings, making it more important to have much more content on your own website than just current and leased/sold listings. 

Your Website

Known as your online shop window, it’s the place people visit when they’ve seen your web address advertised somewhere, whether that be via your email address, your sponsorship of the local football team, your signboards etc.

Make your website engaging and useful for all types of property seekers and include up to date profiles of your business, your team, your neighbourhood – plus helpful information that helps people understand the process of buying and selling property. 

Facebook

Using a Facebook Business page to build trust and authority is a challenge when your listings are relevant for a very small percentage of active property buyers.

This is where you need to think about what the rest of your property audience might want to know about – if they aren’t actively selling their property right now, what do they want to know about?

You can share content that will build trust and credibility with them so when they are ready to sell, they are more likely to list their home with you. 

Most importantly, make sure this content is on your own website so when you’re sharing a post, it will direct your Facebook audience to the website where you want to engage with them instead of using your Facebook Business page as a replica of your own website.

Final words

Marketing works best when you have multiple channels working with each other, not alone. So make sure you have a plan on how you’ll have all of your digital and offline marketing working to build your brand and drive you new leads.