Marketing for any product or service digitally has now become mandatory. With over 234 million internet users currently, the digital market has opened up a plethora of opportunities for brands today. Real estate is one such industry that has benefited from the digital marketing wave. According to research, around 92% of potential buyers do more research online before they ultimately make the purchase offline. Hence, making sure you have a strong digital marketing strategy is of the utmost importance to make your brand name stand out in the real estate industry.
Digital Marketing benefits for real estate
Marketing techniques are open to evolve and get better over time. Additionally, if you are passionate about digital space for marketing your products, you know it comes with numerous benefits. Apart from the urban space, digital marketing is evolving in tier 2 and tier 3 cities of India as well.
Considering the numerous housing projects that vary in size, location and cost, having a digital marketing strategy lets you expand your overall reach and even customize that reach towards a selected target market.
Digital marketing offers numerous ways to keep track of an advertisement’s performance in the competitive marketplace, making it easier for real estate developers to understand what marketing technique works best for their products.
Be it an apartment, independent house, villa or plot of land, there are numerous ways for marketers to showcase their products in the online marketplace.
To succeed in the vast industry that is Real Estate, developers need a strong and reputable presence. Having an online presence is considered the next best brand-building technique.
Real Estate techniques that work wonders
Building a strong real estate brand through a website, social media marketing, content marketing, and search engine optimization
Acquiring customers through advertising on various platforms such as Facebook, Google, LinkedIn, lead nurturing techniques and influencer marketing
- Building the brand
Creating an online presence is the first, most important step, and serves as a backbone for all future digital marketing activities. To establish a powerful online presence, Real Estate developers need to focus on creating three things.
The platform of Social Media offers brands a unique way to get more personal with their audience, and it is no different in the case of Real Estate.
There are numerous platforms for Social Media Marketing available today and some of the most useful ones for Real Estate developers include:
- Facebook: India has the world’s largest number of Facebook users (195 million and counting), so there is a clear and open platform for Real Estate developers to take advantage of the numerous advertising techniques Facebook has to offer.
- YouTube: Videos are, without a doubt, the most-watched medium on the planet. Real Estate developers can use optimized YouTube videos to add a layer of instructiveness to their promotional campaigns.
- Twitter: This micro-blogging giant has proven to be a rather useful marketing tool in recent years. Twitter serves as a great platform for Real Estate developers to invite credible 3rd party sources to influence purchase decisions.
- LinkedIn: LinkedIn is the go-to medium for anyone looking to expand their business with the right buyers who are capable of purchasing the product.
- Creating a Website
For Real Estate, a website can serve two purposes: a virtual office that showcases the builder’s latest projects or a virtual marketplace for home seekers to explore purchasing options.
Landing pages act as mini e-commerce portals that explain in detail about a particular brand’s upcoming, on-going or released Real Estate project. Landing pages that are interactive or those that have video presentations have proven to yield 403% more inquiries than regular pages.
- Search Engine Optimization (SEO)
SEO is the glue that holds an entire digital marketing campaign together. Digital marketers for Real Estate must have an SEO planner right at the beginning of their marketing strategy. From SEO plugins to various link building techniques, the driving force of good SEO, especially for Real Estate, is keyword research.
Statistics show that 80% of home buyers search for properties online which means having a list of search keywords incorporated into a content marketing strategy will pay off well. Potential customers will most likely be presented with search results about a property that has those keywords.
Additionally, real estate companies can also leverage local SEO and Google Maps to promote their business.
Our search engine optimization process can be described as below
- Content Marketing
Content and SEO go hand-in-hand. Real estate companies will have to focus on making their content discoverable and the best way to do so is to create content like pillar posts that are discoverable, sharable and informative.
They help you rank for multiple queries on a single topic and generate organic leads and traffic in the long run.
Types of Digital Marketing Ads
Facebook has detailed targeting by demographics, age, and behavior. Additionally, you can also target your website visitors and those you have engaged with your post so that the ad is displayed to a more specific and niche crowd making the probability of selling the property even higher than before.
Let’s say a home seeker is typing “flats in OMR” in the search box; if the digital marketer has incorporated the keywords “flats in OMR” along with some other relevant search queries, Google will pick up that ad and display it in the search results. The placement of the ad depends entirely on the budget set for the campaign. You can also optimize your AdWords campaign for profound results.
Influencer marketing is the Internet’s word-of-mouth marketing method and can prove very effective to generate leads for Real Estate Developers.
The age-old marketing rule of getting new customers while retaining existing customers applies in the digital space as well. Of course, the most popular tool for customer engagement today is social media, and Facebook ranks high up on the list, especially for the Real Estate industry.