In the rapidly growing and changing world of real estate, while conventional means of marketing (print ads, TV ads, SMSes) still hold importance, to a growing section of the target customer base, it is no longer enough. To attract home buyers who are educated, well-versed with the Internet, and have travelled globally, real estate companies have to speak to them in their language and reach them where they inhabit most often – in the Internet space.
Inbound marketing is a marketing strategy that pulls potential customers to a business, in contrast to traditional ‘outbound’ marketing which focuses on ‘pushing’ the business to the customer in interruptive ways. It focuses on creating quality content that attracts people to a company and its products and services. By matching the content with the needs of the customers, website traffic can be naturally increased, which could translate to more business.
While inbound marketing cannot completely replace traditional marketing in the real estate business, it should be the focus of its marketing efforts. If you are in the real estate business, you can employ inbound marketing strategies to catch the attention of tech-savvy home buyers by in the following ways:
- Implementing Search Engine Optimization (SEO): By using the right keywords in your website and other content, you can make your content (website, posts, blog) gain more visibility than your competitors’, thus ensuring that your website gets ‘found’ more often in potential home buyers’ searches.
- Publishing great content: Using keyword research, find topics that are red-hot relevant to home-buyers out there and write attractive articles about them. Informative posts, with pertinent pictures and tags will attract readers to visit and explore your website. High-quality content that imparts useful information and answers potential customers’ queries will establish you as an expert in your area.
- Using social media channels: The content created (blogs, informative articles) can also be showcased on social media channels, appropriately tagged and posted at regular intervals. This keeps the brand name ‘trending’ and increases brand visibility.
- Acquiring customer data: When a prospective client visits your website, they’re showing interest in what you offer. Get their details so that you can follow up with them about their interest. The follow-up process (AKA lead nurturing) can be via emails, phone calls etc. for getting to know the customer better. It also goes a long way in building relationships where strangers become trusted customers.
- Closing the deals: After you close a deal, make sure you get testimonials and reviews, which will increase trustworthiness of your website and your business. Favorable reviews go a long way in establishing a brand’s credibility. This is especially significant in the such as real estate industry, where the customer invests a considerable part of his earnings, and hence needs the reassurance of security and good returns on his investment.
- Analysis of marketing metrics: It is very important to analyze the marketing tactics employed, so that you know what works for you and invest more in it. Similarly, if analysis tells you that a certain strategy is not successful, maybe it is time to modify or even scrap it. Analysis of your metrics helps you to fine-tune your marketing approaches for the most optimum strategy for your particular customer and business segment.
Conclusion: In the 24/7 connected world, your real estate company needs to adopt smarter ‘digital’ strategies in order to get ahead and stay ahead, building your brand through content, automation and optimization.
Through inbound marketing strategies, we have helped many of our real estate clients meet and exceed their sales goals, build an online reputation, and report impressive returns on the investment they make on their marketing efforts.