A Realtor’s Guide to Digital Marketing
Four Steps to Get You Virtually Up and Running
According to data gathered for the National Association of Realtors Generational Trends Report (March 2020), the first step most home buyers take in the home search process is to look online for properties. According to NAR, a whopping 84% of home buyers used the internet to search for homes, and that was before a global pandemic sent even more people online.
Thanks to that pandemic and some local restrictions, most of us are unable to interact with customers in our usual way. In person meetings and events are difficult to manage, and flat-out barred in some places. However, we know it’s important that you remain focused and continue to give your real estate business the attention it deserves!
One area of business you can increase your focus on is marketing. The beauty of online marketing is that it’s both effective and convenient. You can execute your plan with nothing other than your computer. Check out some online marketing strategies below!
- Create a Blog
Reach a larger audience by starting a blog. A blog is a space for you to post and share high-quality content, which will increase your value to any current or potential customers.
When brainstorming content ideas, ask yourself these questions:
- What areas of real estate are the most confusing?
- What are the most common questions I get?
- What do my customers always want to know?
Although you won’t see results overnight, starting a blog has many long-term benefits. A blog allows you to create authority, be viewed as an expert in your industry, and drive traffic to your business website.
- Use Facebook Ads
Real Estate Facebook Ads are an effective way to target leads and capture prospects. Facebook Ads even has a category for “Buying a House,” meaning you can explicitly target people who are actively looking to buy or sell a home.
Your Facebook ads should highlight your home listings. Show off the properties with video tours and high-quality pictures. The ads should always include vital information, such as price, location, and square footage.
Maintain a steady presence by advertising year-round but be cognizant of trends in your specific market. Tap into potential leads on Zillow, Realtor.com, and Trulia.
Facebook ads take practice. Most of the time a business will run multiple variations of an ad to see which one works best. It can take some time to find the right one, but that’s okay, and there are many online resources that can help.
- Connect with Others on LinkedIn Groups
LinkedIn Groups are a great place for you to connect with others in your industry or niche market, both locally and across the country. These groups provide a huge networking opportunity by allowing you to build your online presence.
Search LinkedIn for real estate-related groups you’d like to join, such as niche markets and local trends. If you can’t find your ideal group, start your own! Starting your own group is beneficial because it automatically puts you in a position of leadership.
LinkedIn Groups also give you the opportunity to contact people you might not have mutual connections with. You can message other group members without being connected, which can be extremely beneficial for growing your network.
Instead of using these groups as a place to sell your services, however, add value by contributing to a conversation or discussion board. Stay in the spotlight by contributing regularly, but don’t overshare.
- Optimize Your Website for SEO
SEO, or Search Engine Optimization, determines where your website will fall on a search engine page, such as Google. The higher your ranking, the more traffic your site will receive. Including keywords on your webpage can improve your ranking and increase your chances of getting noticed.
Do you have a real estate niche? If so, you’ve already got the perfect keyword. Think of all the results that would come up if you were to google “houses for sale in Miami.” Now, imagine Googling “Miami waterfront homes.” The search results will decrease dramatically. This is SEO in action! You’ll score a higher ranking and drive more traffic to your site.
Always use keywords in your website and online profile. Be specific! Don’t just say you’re a Real Estate Agent if you have an area of specialty. Say that you’re a Real Estate Agent specializing in waterfront homes in Miami, or first-time home buyers in Florissant, or country homes and farms! People want to work with the realtor who specializes in the area they’re interested in.
SEO is a somewhat convoluted concept, and good SEO takes consistent effort overtime. Dedicate the time that would be spent on in-person visits, or other marketing methods that are currently unavailable, to learn the ins and outs of SEO. Your business will thank you!
Implementing these four strategies will serve you and your business long after restrictions on in-person marketing are lifted.