Even a savvy, well-informed agent can trip over marketing in the modern era. The methods have changed, the tools have transformed, and the preferred mediums are entirely new. Marketing has evolved rapidly, even in the past few years—so it’s crucial to check your techniques and make sure you’re not making basic mistakes according to the new rules. To help you with that, we’ve put together a list of five real estate marketing mistakes that are distressingly common and how to tackle those challenges:
1. Not Targeting the Right Customer Persona
Marketing isn’t a one-size fits all solution. Even if you can develop a single approach that more or less works, it won’t show the results you’d get from careful targeting. But even if you are targeting your marketing, you may be operating on baseless assumptions or aiming at a vague goal based on random assumptions. You need two things to target the right customers:
- Data and research: Preferably your own data, collected about your own business and customers, but third-party data will do until you get a CRM suite running and collecting information about your customer base
- Customer Persona based off of your data and research: this customer persona is the central target for the rest of your marketing strategy, so creating a well tailored persona is essential. Check out our helpful guide on creating a well targeted customer persona.
2. Not Utilizing Social Media
Social media marketing has become crucial to any online marketing endeavor, in large part because major social media sites are where a potential buyer persona spends most of the time. In particular, real estate marketing relies heavily upon Facebook users. Facebook is especially great to use as a marketing manager due to it's easily segmentable audience insight. It’s ideal in terms of demographics and receptivity in a way that other social media sites aren’t.
Here's a really great real estate marketing idea: make sure you take a two-pronged approach to social media by developin an organic presence for reach and branding, but also invest in paid advertisements. Paid advertisements are a great way to advertise to your buyer persona because of Facebook's segmentable options. Facebook also offers a variety of different ad options: from lead cards to video advertisements, all of which are excellent assets for real estate marketers to take advantage of for listings, open houses, or other marketing ideas.
3. Not Optimizing for Mobile Devices
According to a 2015 report from NAR, more than half of Gen Y and Gen X buyers used a mobile device when searching for a new home. From that half, over a quarter of both generations found the home they ultimately purchased.
Beyond that, Google has explicitly stated that scalable sites which work well on desktop or mobile instead of using a separate mobile site will see better search rankings. In other words, even in the unlikely situation that you don’t make sales to mobile users, you benefit from optimizing your site all the same.
Since Google has expressed its preference for scalable sites over separate mobile solutions, it’s probably best to take that route.
4. Not Creating Informational Content
There’s a reason content creation quickly became the center of every well-run web marketing campaign on the internet: it works. By offering valuable information to your audience, your potential clients, you establish yourself as a trusted expert in your field. Not only will it encourage people to return to your site throughout the buildup to making a purchase or sale—keeping your firmly in their minds—it gives you an excellent opportunity to shape their understanding of the industry and what they want from you.
If you’re not sure where to start, take a step back and think about who your customer persona is, and who you are. What interesting content could you create for them, something valuable and unique? Are you developing content to drive your persona through a marketing funnel? Once you figure that out, you can either write your own content or hire a team to handle content creation for you.
5. Not Automating Your Marketing
If you’re not using modern marketing automation toolsets, such as the HubSpot marketing suite, then you’re seriously undermining your own efforts. Don’t confuse marketing automation with the spam of yesteryear—modern tools allow you not only do more with less time, but do better. Customer Relationship Management tools can give you insight into who your prospects are, what makes them tick, what they like and dislike. It can make it easier to follow up when necessary, and help you figure out the best approach for a particular market segment.
Getting back to the automation part of automation, it can deliver those tailored approaches to appropriate recipients without requiring additional input from you. Identify your prospects, determine the best approach, and let the automation handle delivering the right message to the right person at the right time. HubSpot is perhaps the best marketing tool for a beginner to marketing automation and the larger digital marketing environment in which it thrives, as it’s easy to use and comes with a truly exhaustive amount of supporting data and advice. HubSpot works especially well with real estate brands working on lead generation, and qualifying leads for a specific goal.
For more information on inbound marketing for real estate brands, check out how we grew a business utilizing HubSpot and inbound marketing techniques: