Although real estate itself is a solid asset class, over the last few years, the real estate industry has undergone multiple adjustments driven by a shifting buying dynamic. All the more so in today’s recessionary market climate. Among the new challenges real estate agents face are changing consumer expectations and property search styles. Not to mention environmental imperatives and an uncertain political and economic climate.
With fierce market competition, growing your real estate business is tough if you rely on old ways of going about your visibility and brand awareness efforts. Real estate agents worth their salt need to master their digital marketing strategy to differentiate themselves in a saturated market, increase awareness and generate new leads. Here is a brief guide on what to tick off your list to ensure your real estate digital marketing strategy is well rounded!
1. Think about your buyer profiles
The first very important step is to have a think about your typical buyer profiles: creating personas that you are trying to target will better guide your marketing and content creation efforts and enable you to stay focused. From homeowners or first-time buyers looking to buy a new home to families and downsizers, map out who your audiences are, what they do, what their interests and pain points are, their average salary, and other characteristics that might impact their decision-making processes. A deep knowledge of your target audiences will drive your roadmap and efforts, and ensure that you are focusing on the right marketing ideas.
2. Make sure that your real estate website is optimised and user-friendly
Your website is your virtual storefront, allowing you to easily develop a highly professional, relevant and search-optimised presence. It should be designed so that users immediately know where to click and find the information they need.
You have two options for designing your site:
- You can choose to hire a professional web designer or a marketing agency
- You can also work on it yourself, using solutions like Wix or Squarespace