In the last couple of years, the real estate industry has evolved to adapt to the new trends defined by the users themselves. It is no secret that during the pandemic, many industries found it necessary to migrate to digital channels in order to continue their daily operations. Although digital marketing specialized in real estate has been around for a long time, today it has become the new way of doing business in real estate in Mexico and the world. Discover below 7 keys to succeed in real estate marketing 2023.
What is real estate marketing?
Real estate marketing is the set of techniques, guidelines and commercial strategies that encourage the sale and leasing of real estate. Digital real estate marketing shares the above definition, and moreover, it does so specifically through digital channels such as social networks and search engines.
Why is it so important to have a successful digital real estate marketing strategy?
Google data on the B2B sector states that a potential buyer performs an average of 12 internet searches before committing to a particular brand. That means there is an 8.3% chance that the customer will choose to buy from you, of course, as long as you are lucky enough to appear in those 12 average searches.
That is why, digital real estate marketing, you must understand it as the art of maximizing your conversion opportunities through a communication strategy that adds high quality resources, platforms, key and actionable messages, all oriented to find the ideal client for your property.
7 keys to success in real estate marketing
1. Define your niche of specialization
To begin with, we assume that your niche market is the real estate sector, perfect. Now, you must identify your niche of specialization, i.e., do you sell, buy, remodel or rent properties? Identifying your niche specialization will help you focus your digital marketing efforts so that the message reaches your ideal customer.
Identify your buyer persona.
No digital marketing strategy in any niche will be effective without first identifying your buyer persona, or in a simpler term, your ideal customer. In a world of almost 8 billion people, there is a group of subjects with common characteristics and interests for whom your real estate services are a great option among the variations in the market.
In order to define your buyer persona it is necessary to collect demographic data such as age, gender, education, location, etc., as well as analyze digital behavioral data such as related interests, events attended and online behavior. This can be obtained from specialized real estate and marketing media, as well as by conducting market research on your competitors.
3. Integrate a winning digital marketing strategy geared towards real estate sales.
If, on the other hand, you already have experience in the world of marketing and digital marketing, it is necessary to establish a communication strategy where the voice and tone of your messages are adjusted to the type of properties you are marketing. You must also define the platforms you will need to offer your products and services; you can start with a website, social networks and ads on platforms such as Facebook Ads and Google Ads.
Digital marketing can be a very simple or very complicated process. These scenarios depend 100% on the experience you have implementing campaigns with different types of objectives. If this is a complicated step, we recommend that you contact experts who can advise you or who can even market your property directly. Contact us at Contact us and ask for a personalized advice about your property.
4. Make sure you have a reliable platform
A crucial point is to establish a reliable website that complies with security certifications and has optimized elements to avoid long loading times. In this scenario, it is also advisable to integrate a CRM to keep track of the potential customers or leads that enter your database, as well as their status. There are many options on the market that fit the pockets of the vast majority of users.
5. Explore new content formats
What is the best way to market a property? While there are various marketing strategies that can be applied to your industry and niche, one constant will always be the material you work with. You should prioritize high quality content: video, images, photographs, renders, and take advantage of them in the digital platforms you have chosen at the beginning.
6. Delivers unparalleled customer service and experience.
Excellent service is a quality that will never go unnoticed, and furthermore, that experience can be shared by word of mouth with high-potential prospects for your business. To achieve the above with the help of real estate marketing, it is important to give an exemplary follow-up to your clients, as well as to be in constant communication with them to identify attractive conversion opportunities, where both parties can trust and win in the short term.
7. Real estate marketing trends in 2023
Data from the multinational company specializing in technology, Accenture Song, indicate that 91% of people would prefer to consume brands that offer personalized experiences. That is why the integration of virtual tours with augmented reality will gain relevance for this new year 2023 and beyond.
On the other hand, we will see the integration of other types of more powerful technologies: Blockchain, AI, real-time data analytics, NFT’s and properties in the metaverse.
The reality is that digital real estate marketing is still a developing process. The evolution in the interaction of people will make the housing sector integrate continuous improvements over time, to cross borders and live where you have always dreamed of.
At Nolab we have properties in the best destinations in the world: Mexico, United States, Portugal and Spain. Contact us for more information.
