Real Estate Marketing Plan in 13 brilliant steps!

Real Estate marketing plan

Real Estate Marketing Plan in 13 brilliant steps!

The real estate industry is incredibly competitive, but there are now more marketing options than ever for agents and brokers. From the internet to good ol’ fashioned handshakes, marketing is of utmost importance. Here are 13 tips to build your real estate marketing plan around!

#1. Determine Your Value Statement.

The real estate industry has been around for centuries and is one of the most competitive arenas in business. To stay relevant you’ll need to highlight what makes you agency different. Are you a small brokerage delivering special attention to your clients, or are you a large company with an abundance of resources ensuring client’s needs are covered? There are many questions to contemplate to nail down what your “elevator pitch” is to your potential clients.

Once you’ve determined the value you bring to your clients, highlight it in all your marketing efforts. It’s your job to make people are aware of what you do and how your services will help them.

Pro-Real Estate marketing plan advice:

Having a quick one line motto is a great for business cards and print ads to build brand recognition. For example:”Have it your way” has become synonymous with Burger King.

#2. Create a Stellar Real Estate Website.

In today’s digital marketing landscape, having a superior website with a customer friendly feel is your business’s most important real estate marketing asset.

You may have already researched this option and ran into high prices, but it is well worth the payment. There are plenty of options to build your own website, but when trying to compete with the market leaders in an established industry like real estate, you want a professional on your side. Not only will they build a clean and aesthetically appealing site, but they will make sure your site gives you the upper hand on your competition.

#3. Don’t use a Web Designer Only.

Real estate marketing plan designer vs developer

A Web Designer is great for creating a visually appealing website, but don’t stop there. A Web Developer is a key cog in your real estate marketing plan. Believe us, there’s a major difference between a Web Designer and a Web Developer. You may not be able to notice a difference in the appearance of your website from these two architects, but you will notice the difference in the performance.

What separates a Web Developer from a Web Designer is in the details. A developer understands the site from the ground up and knows everything making your site behave how it is intended to. There are a number of  free and low cost web design sites one can use to build a visually appealing website, but hiring a web developer to code your site is crucial. If you’d like your visually stunning website to be easy to use and keep customers happy, spend the extra cash on an experienced Web Developer.

#4. Search Engine Marketing (SEO)!

Search engines are the Yellow Pages of this generation. If you’re not ranking on the first page of Google and Bing for keyword phrases surrounding real estate, you’re losing out. Being visible to your potential clients is the most definition of marketing. Assuming your business is being seen and you don’t need to rank higher in web searches is a business killer.

Referrals will always be the best leads a real estate business can get, but your sphere of influence is a limited resource. In combination to being out and about shaking hands and greeting everybody who crosses your path, you’ll need a way to make your phone ring. This is exactly what search marketing is able to do for you.

At over 3.5 billion searches done on Google per day, your ranking for the key words your business is needing to prioritize for is of utmost importance. As we progress into voice commands becoming more popular for how people are searching for services, keyword phrases like “Okay Google, I want to sell my home,” will become more relevant.

First, start doing some keyword research online around real estate. This will help you identify the keyword phrases people are searching for and you’ll want to build your marketing around.

There are three ways to get your business more visibility on Google.

Pay Per Click (PPC)

First, you can go the pay per click advertising route (PPC). Using the auction system on Google and Bing, this is how you get to the top spots with paid advertisements. PPC advertising gives you a simple way to rank for the keywords quickly, but you have to pay to gain and remain in the top spots. The downside to this form of ranking is people are becoming more aware of the top spots being ads and landing pages for companies who have paid for these advertisements.

Google My Business

The second, set up your Google My Business page. This is a free listing connecting to the Google Maps. By optimizing this service you’ll give Google the ability to know where your business is and the area you serve for local searches. Be sure to use keywords when optimizing your descriptions and add photos and videos of your business as often as possible.

Search Engine Optimization (SEO)

Third, and most important, do a ton of search engine optimization (SEO) on your website. This is key to helping you build your organic ranking in Google searches. Organic rankings are extremely important as the paid ads are being scrolled past more frequently. Be sure to expand your key words you are focused on and think of what people are searching to find your real estate services.

Pro-Real Estate marketing plan advice:

You can take your real estate marketing plan to the next level online by developing a great blog focused on your key word topics. This will help you get another page of your website to the first page of Google as well. Imagine what having your business highlighted in three different places on the first page of Google or Bing would do for your bottom line!

#5. Content, Content and more Content

Truly successful real estate brokers and agents understand they have to live their business. This means there are no days off and an easy task, when you’re not busy with clients, is to create content. Written blogs, videos, pictures, and voice recordings such as podcasts are quick ways to remind people you are active in their real estate market.

Pro-Real Estate marketing plan advice:

Get a selfie stick or tripod and shoot a video log (vlog) of your daily activities to use as content for your social media sites, website, and Google My Business page. This will allow you to create a more dedicated following to you and your life as opposed to your real estate business.

#6. Re-targeting

Clients online are doing more research before they make a decision on the real estate brokerage and agent who are right for them. There are too many real estate professionals in every market to make a snap decision.

Often a person will visit your website and at least three other real estate company’s websites when searching for a broker to help them buy or sell their home. During this search they will most likely visit some other websites or their social media pages like Facebook or Instagram.

At this point, you need to keep your brokerage and advertising in front of their face and on top of their mind. This is a reminder they still need to find a real estate agent!

Re-targeting (or Re-marketing) is a type of PPC advertising that is able to serve ads to people who have previously visited your website. This is done with a code that is attached in their browser so your ads appear on other pages they visit and their social media platforms.

Pro-Real Estate marketing plan advice:

Facebook offers further re-targeting ads for people who have engaged with your Facebook content.

#7. Social Media Marketing

Facebook, Twitter, Instagram, Snapchat, YouTube, and Linkedin etc. These are huge platforms to leverage in your real estate marketing plan. The key to working social media to your advantage is to identify the platforms that are going to be your most beneficial and then using the others to supplement your following.

Social media real estate marketing planSocial media marketing is a real estate marketing plan must!

Users are spending majority of their time on their social media sites than they are the general internet. Understanding the differences between the platforms will help you choose your best ones to leverage the most.

Facebook offer the ability to post longer videos and advertise more around your content. They have an abundance of advertising options to tailor to specific demographics. This is great for video walk-through tours of houses and tailored loan options. Instagram is great for pictures and quick updates on homes, while twitter is better to publish listings and houses you’re at in real time.

Pro Real Estate marketing plan advice:

Use Facebook and YouTube for your videos as pillar content sites. Use Instagram and Twitter as micro content applications which are quick hitting, chopped versions of your long form content. Make sure to link back to your pillar content sites.

#8. Manage Your E-Reputation

Leveraging the internet via your website and social media platforms will show you great gains, but also opens you up to all customer reviews. Although most of them will most likely have great things to say about your real estate service, you are open to negative feedback as well.

Being active and responding to all comments is a great tactic to show you’re aware of what is being said about your services. Real estate is all about building relationships and this holds true online as well. Clients are very interested in what you’re reviews say. They are also looking for how you handle those reviews.

Simply put you have to keep an eye on your review profiles to make your responses both authentic and positive.

Pro Real Estate marketing plan advice:

Identify the review site you’re seeing the most traffic on, as well as your competition, and encourage your clients to leave you a review there. Then be sure to write a reply with in 12 hours.

#9. Partake in an Event

Whether your are hosting the event or just setting up an info booth/table, being visible as a real estate agent is vital to gaining clients. Contact a local business with a large staff and asking their HR department to allow you to provide info to their employees. This will provide you a huge audience in one place. Make sure to take swag items with you and have a stock of business cards and any literature prepared to disperse.

Pro Real Estate marketing plan advice:

Try to combine with a lender who you work closely with to go with you to the event. This will allow you to provide people advice on loan programs as you discuss real estate with them. If there is a cost for having a booth or table at the event, you can also ask to split the cost.

#10. Make a Ton of Videos

It’s no secret, video is the number one most consumed form of content today. It should be a huge focus of your real estate marketing plan. Our brain loves video because it is programmed to retain visual content better than written word. Studies show, the average viewer remembers 95% of what is watched compared to only 10% of written content. This means, if you’re not filming and uploading videos to your website and social media platforms, start doing so immediately.

Your videos don’t have to be incredibly in depth or professionally edited. If you have the means of doing so, your videos will get more views and watch time. You also don’t need an extensive amount of equipment to achieve great results. A simple set up with a smartphone, a microphone, and an LED light will produce great quality quickly. Some quick video ideas are commercials, an introduction video, listing walk through, just sold, market updates, and events.

Pro Real Estate marketing plan advice:

Make your video your pillar content and produce shorter edited versions of highlights of the video as your micro content. Upload the same video to all your social media platforms and be sure to use hashtags! Make sure you say the title and your keywords you’re trying to rank for in the video as YouTube and Google are now able to listen and identify the keywords in them.

#11. Identify a Neighborhood and Become the Expert

Real estate marketing plan farmChoose a few subdivisions like this to send consistent marketing materials to. This is your real estate farm you’ll become the expert in.

 

Real estate farming is a marketing technique that may seem old and outdated. Though, trying to focus on large cities or multiple cities can be time consuming and yield little results. Try picking a specific neighborhood only about 10 blocks wide and marketing yourself as the expert. Apply all of your marketing techniques to this neighborhood and make sure your face is well known by the residents. Be sure to send out post cards for any recently sold properties in the neighborhood you’ve been involved in.

Pro Real Estate marketing plan advice:

Host a block party event for the neighborhood. This may be expensive, but it will go a long way to endear yourself to the homeowners and their friends. Make sure you have plenty of business cards and are collecting contact info for everybody you meet.

#12. Always Update Your Database

Your database is your lifeline as a real estate broker or agent. You should constantly be obtaining phone numbers, email addresses, and mailing addresses of people you meet. Do this at any event like the aforementioned block party or while your out and about. Don’t worry about being too forward shaking someones hand and introducing yourself to them. While introducing yourself, be sure to listen to their answers to your questions. Far too often are we concerned with what we’re going to say next and forget to listen.

Pro Real Estate marketing plan advice:

If you see someone you haven’t spoken to in awhile, be sure to approach them and strike up a conversation. Before you exit the conversation, confirm their correct contact info and let them know you’ll keep in touch. They will be anticipating your call or email and you’ll see a much higher response rate.

Expert Real Estate marketing plan advice:

Get to know your businesses in your local area and write an article about them. Visit the business, shake hands with the owner and let them know you’ve featured them in an article. By doing this, you can leverage their business and following for future events, connections, and referrals.

#13. Hire a Marketing Professional

These tips should help you get started and show some great results. Once you’ve reached the point where keeping up with the demands of marketing have become too great, we recommend reaching out to a professional to help. Hiring a marketing specialist to take over your day to day operations building and maintaining your brand is a milestone. Take some time to celebrate, you’ve built your brand well enough it’s time to get some help. Remember, you’re the real estate expert and should be focused on building relationships with clients. Allow another experienced professional do what they’re best at so you can show continual growth and success.

Pro Real Estate marketing plan advice:

Hiring a marketing professional who is familiar with the real estate industry. There are laws and regulations for advertising in real estate, (regulation Z, etc.) and having a marketing firm who knows these regulations will save some stress knowing they aren’t putting your brokerage or license at risk.

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