Those who have been working as real estate agents from years ago noticed a major change in these last 10 years. Clients buy property in a different way then they did a few years back.
Nowadays, a potential prospect search begins with an online search. For huge realtors, digital marketing is the biggest weapon today. From generating new leads to successfully closing deals, the real estate industry now relies on digital marketing.
We’ve narrowed down the 5 most important factors to take in consideration when trying to sell a property using online digital solutions.
1) Pay-Per-Click Advertising (PPC)
PPC is one of the most powerful methods one can use when it comes to selling property.
We have talked about PPC in previous articles and we explained to you that a PPC search is performed either on Google Search Ads or Bing Ads and when someone is performing a search on certain keywords, it means that they are looking to buy.
person who searched for “buy apartment in yorkshire” means that
that client is a HUGE potential client and if you are a realtor who
is selling property in that area, you don’t want to lose him.
If a person is being that direct, it means that he is currently in stage 3 or 4 of the sales process and all you might need is your business to show up.
2) Email Campaigns
It doesn’t matter the industry that you are currently in, an email campaign is always useful. You can find debates online discussing whether email marketing is still effective or not, but a well-made email marketing campaign is still super effective in 2019.
It’s an amazingly valuable tool to connect with new leads, past leads and staying relevant with the connections you have made.
to Smart Insights, the average open-rate of emails for the real
estate niche is around 28% with a click through rate (CTR) of
This doesn’t mean yours won’t be better or worse, but you can get an idea of the average industry rate. The more relevant and precise your content and your subject lines are, the more interested your audience is going to be and the higher the chances of them reading your content.
It doesn’t matter if they have already bought the house or the apartment they were looking for. If they are still reading your content, they might refer you to someone else. They might know someone who is currently looking to purchase and you email them with a similar listing.
What’s happening here, is you staying relevant. If you have an audience of a 1000 people who’s constantly receiving your listings and information about real estate, new laws, and help whilst another real estate agent is not doing any of this. Who do you think they’re going to call when their need arises ? When they are transitioning from a ‘prospect’ to a ‘potential prospect’ ?
3) User-Friendly & Responsive Websites
Having a poorly executed website which isn’t user friendly and not mobile responsive is the beginning of the end for every real estate agent.
How many times have you clicked on a website link and you end up waiting more than 5 seconds for it to open up, and you’re already trying to close it down.
Site-speed is critical when it comes to any business not just the real estate industry. We’ve helped businesses increase their conversion rate by just speeding up their site load speed. Although this might sound crazy, it is super effective. Having a site not load within the first 2-3 seconds might drive a potential client to close the page and you will end up losing him forever.
Think of it like this. You’re walking down a street and notice something you like in a store front. You try to walk in the store only to find out that the door is not opening. There’s a huge chance that you’re not going to wait to see what the problem is, you’re just going to get on with your day.
Real estate agents usually put up a lot of content on their website such as videos, images and information about the property. I mean, this is obvious.. They’re selling a property so they need to showcase it. However, not having the images compressed to the right image size can heavily impact your site-speed.
The other issue we usually come across is websites which are not mobile responsive. Today, more than 75% of internet searches are performed through mobile devices, and if your website is not responsive, you are set for failure.
4) Live Chat
Another addition, you can have on your website is a live chat feature. Your real-estate business isn’t something straight forward and a potential client is going to have questions. Period.
a property isn’t like buying something off a store, people are
going to ask questions over and over again. Therefore, why not use
tools such as Manychat where the user can automatically get in touch
with you through Messenger if he’s on your website with questions ?
Not having a live chat feature might drive him away as he might be busy to call or text, but everyone’s got time to send one message on messenger. It also allows him to message you at any time of the day/night without coming off as inappropriate.
5) Search Engine Optimisation (SEO)
SEO remains one of the most over-looked features when it comes to digital marketing. It is a critical technique that drives leads to your website.
When done correctly, your website or pages will show up on a higher rank on Google and other search engines for relevant keywords.
With Google and other popular search engines constantly changing their algorithms it is critical for real estate agency owners and real estate agents to focus on SEO.
To include keywords in your SEO strategy, make sure that you are including high-ranking and converting keywords throughout your website, blog and social media pages.
There are other factors to consider when running SEO which we will go in more detail in future articles such as
- Online Directories
- Social Media Pages & Content
- Meta Titles & Descriptions
I’m sure you’ve heard this before but content is king. Google will only acknowledge you if you provide content which they deem to be important, that is how he puts you higher up in searches so that the users will find you.
If Google promotes bad content to pages higher up, it means that he is going to send traffic to unwanted content meaning that they will be ruining user experience. Therefore, relevant content with great selection of keywords are rewarded.
This is highly important for real estate businesses who are servicing particular locations as in a few months your real estate agency will be showing up whenever people are looking to buy property in your desired location.