Posting videos will help potential clients find you, get to know you and your real estate company and its core values and assess your suitability based on your publications. When they decide to trust you by selling their property or buying their new home through you, they will do so because they want to work with you. Video content also helps to "defuse" fears and anticipate the discovery phase with prospective clients, improving their trust in you early on. Video content can create emotion, a connection and, therefore, a relationship with your target audience, which would not be possible if you only used a photo format.
Build a strong sales funnel to generate leads
Digital communication, through creating content marketing materials (preferably video), is critical to an effective digital marketing strategy. However, creating content alone is not enough to attract potential clients. Franck Gonzalez explains the advantages of implementing a lead generation strategy using a sales funnel. In online marketing, such a funnel consists of four steps:
- Generating traffic and brand awareness via marketing campaigns: You create precious promotional materials, which you then choose to promote via Instagram or Facebook ads. It can be a video, an ebook or a testimonial. The content must be engaging, eye-catching and 'irresistible' enough to push potential clients to go for it. It has to be powerful to make prospective clients take action and click it.
- Capturing leads from that traffic: Potential clients are taken to a landing page upon clicking the ad. They now have to fill out a form, which you can easily create using the right tools, and thus give their personal information in exchange for accessing the valuable content. The purpose of this page is to convert and not to distract, which means it should be simple and effective. Once they've given you their personal information, it is time for you to start building the relationship; you can, e.g. include a welcome video or a personalised thank you message.
- Following up and (re)engaging your leads: You keep working on the relationship with your potential client by creating trust through relevant communication channels, such as email. Remember that a website visitor who has given their information is not a client yet; they are probably not ready for a sales pitch. Instead, think of what type of content they would be most interested in and their questions and pain points.
- Converting your leads into customers: Give your potential customers enough opportunities to book a meeting. The more (and the more intelligently) you will have worked on the relationship with those leads in the previous steps, the easier the conversion will be.
Digital drives your real estate marketing, but it cannot replace the human element
According to Franck Gonzalez, 95% of the professionals in the real estate industry neglect specific steps after generating leads. A potential client is not yet a client, and it takes between 7 and 13 contact points to convert leads. This is why following up with them effectively and rigorously is essential.
Digital marketing is a powerful tool to build your reputation, demonstrate your expertise, and make yourself known to your community in a differentiating and effective way as one of the best real estate agencies.
Besides these takeaways, do not forget that digital channels offer great opportunities for real estate professionals but do not eliminate the need for human relationships. What it does, instead, is complement your actions on the ground. It would be best to keep the human element at the centre of the connection to create a strong bond and thus turn your leads into exclusive listings.
Do you want to transform your website into a lead generation machine and profit from more exclusive listings? Don't hesitate to talk to us:
