Online marketing, social media and SEO: with these strategies, you can successfully position yourself in the digital world
“Digital marketing has become indispensable for real estate agents.” This assessment by Sebastian Berloffa, managing partner at enteco, a marketing agency specialising in real estate, epitomises the relevance of online marketing for the real estate industry. Buying decisions are no longer made just offline, but also in the digital sphere. “That is why it is absolutely necessary to address and harness the tremendous potential that comes with digital marketing.”
Digital marketing has two great advantages:
- Digital measures are often substantially more affordable than traditional means of advertising.
- The results of each invested euro can be tracked in detail.
Indicators such as clicks, visitors and visit duration let you carefully manage expenditures and measures – and success is easy to quantify. “You can analyse everything or have it analysed precisely, and then make adjustments, if necessary”, explains Berloffa.
More than just optimising search engines: building up digital marketing systematically
To illustrate how a perfectly integrated digital marketing strategy can and should function, Sebastian Berloffa likes to picture a house. “Initially, we need a solid foundation in the form of a CRM system. Social media then determines how the walls and facades of a house look – they are the external impression of your strategy. Like doors and windows, content marketing and digital advertising campaigns open up paths for a client to interact with you. Your overarching strategy brings all the different parts together, coordinates them and combines them into a stable, functional, large entity, which works like a roof sitting on top of all the different elements.”
Digital marketing is therefore more than just the sum of its parts. If properly coordinated, it constitutes a network of measures that complement and augment each other. The following four elements are especially important for that.
1) The foundation: a CRM system
A CRM system can manage much more than just client data. The digital tool for the eponymous Customer Relationship Management allows complete recording of clients and can automate many processes.
This is especially important for real estate agents since they sometimes have to deal with high volumes of contact requests and leads. In all likelihood, only a few of these will actually lead to a deal – but it is basically impossible to tell which ones of those are in the early phase of a contact request. An automatic processing of requests and structured lead management ensure that none of the prospective new clients are neglected, but also simultaneously guarantees that potential is correctly identified and resources are invested in the right place.
2) Social media: more than just a facade
“Very often, your potential clients are looking you up on the internet, sometimes even before they get in touch with you”, explains Jörg Buss, Managing Director of PriceHubble Austria. “And they don’t just use search engines like Google, but also social media platforms.”
This is in part because social media offers very important social proof for potential clients – that means trust and professionalism that is confirmed by other users. Sebastian Berloffa adds: “Providers using social media perform significantly better, even up to 78% better according to our empirical figures.”
The first step towards being successful in social networks is to have your own website, of course. It should include not only information, but also, above all, useful content for visitors, such as blog articles to answer questions that are often asked and googled. This content can then be boosted on social media and lead new customers directly to the website.
If, for example, the PriceHubble Lead Generator is integrated, this will result in useful interaction for both sides. “Your potential clients, especially those considering a sale, have the opportunity to obtain a preliminary estimate of their real estate right on the website”, Jörg Buss explains. The tool requests some basic information on the property and simultaneously acts as a contact form. “It functions like a hook, catching purely prospective clients and turning them into possible new clients.”