As the real estate industry has come around to using the multitude of online marketing tools available through the internet as opposed to past marketing methods such as direct mail, the speed and accuracy of all things marketing have increased rapidly. With search engine optimization and online real estate listings, marketing for real estate brands has become a lot simpler. If you're a real estate agent or a real estate business and your brand is falling behind the times, now is your chance to take advantage of these resources by creating a solid inbound marketing strategy for your real estate. The result will be more and better qualified leads all around.
Creating Buyer Personas
The first step to any great inbound marketing campaign is defining your target audience with well thought out buyer personas. Your entire marketing plan will be centered around the buyer personas. Companies often use a combination of two or three different personas to target their content specifically toward their key demographics. This allows you to create a wider range of content that will reach out to a broader base of clients. For instance creating a persona for real estate investors and creating a different persona for first time homebuyers ensures you don't miss out on a large sector of the marketplace. This allows you to use different language, tone and background knowledge as you approach each subject to fit your specific persona. Establishing the correct persona is the first step to high quality lead generation.
Setting Great Goals
The next step in your real estate marketing strategy needs to be the creation of reasonable, measurable and attainable goals. These goals need to be written down concisely so that progress can be tracked and analyzed. First, you must decide what you are trying to measure: leads are most common for real estate professionals. You need to clearly define how many leads you wish to have in a set amount of time. This number needs to be reasonable for the scale of your business and will likely require some research and tweaking to fit your needs. You need to put this goal on a timeline, and set up milestones that you can reach along the way. Ultimately, these goals need to directly impact your ultimate goal of turning leads into sales. For real estate agents, this may mean prospective buyers for a house, or for property management companies, leads interested in management services.
Now that you have some leads on the table, the big question is what to do next? As a real estate marketer, it might not be intuitive that the answer is nurturing those leads using the most efficient and effective means possible. Today there are dozens of marketing tools to automate much of your lead nurturing including email and social media marketing. This means that you can set up campaigns one time, and let the system draw leads into the marketing funnel on its own. Since all leads move at their own pace down the marketing funnel, your goal is simply to keep them moving forward with minimal energy input while focusing the majority of your effort and resources on those leads that have reached the purchasing stage. This shift in focus will greatly increase your productivity with the leads that are most qualified, and let the others find their own way to you at a pace that they set.
In the real estate market, it is especially important that you are capturing the hearts and minds of potential leads. Sharing content that gives buyers an idea of how their life would look in that home and giving investors a vision of how that home can improve their cash flow is all it takes to generate more leads. This process starts by identifying your markets and developing personas, then curating content that is just for them. Next is setting goals that have a meaningful impact on your day to day operations. Lastly, moving as much of your marketing strategy into an automated marketing tool will free you up to work directly with the customers who have made it all the way through the buyer's journey.
Whether you're a realtor trying to sell luxury real estate, or a commercial real estate firm looking to sell property to potential investors, establishing a strong online marketing strategy is important for inbound lead generation. Gone are the days of door-to-door postcard marketing materials for an open house, and in are the days of a search engine optimized website and well-targeted pay-per-click advertising. If you're looking for new real estate marketing ideas, inbound marketing is a good place to start.