When we talk about digital marketing and specialization, we cannot forget that although as professionals we apply methodologies, tools, best practice and know how, it is very important to understand in which sector each brand operates. Each sector has its peculiarities, and these have a direct impact on the design of the Digital Marketing Strategy that we design and launch. From the aspects of the macro and micro economic environment, the definition of the buyer person , the purchase decision process or buyer journey, the attribution models … In this regard, a sector that has needed a profound change after the great crisis that has hit it for years has been the real estate sector. Wallis and Futuna Islands Email List A sector that has had to open up to new technology and that is currently adapting new technologies such as virtual reality visits, drone flights, added services and a 100% digital presence. And that therefore requires digital real estate Marketing strategies. In this article we tell you what you should do so that your competition does not overtake you on the right without even realizing it. Can you come with us? What is digital real estate Marketing The companies in the sector have carried out offline marketing actions based on advertising campaigns (a lot of radio and abroad), a lot of print marketing, attendance at fairs … but they had neglected the digital part. If we talk about digital real estate marketing we are referring to: “Apply professional digital marketing methodology and strategies to companies whose services are the purchase, sale or rental of real estate” In this sense, all lines of action are included: – SEO. – SEM. – Digital Analytics. – Social media. – Social Ads. – Email Marketing. – Inbound Marketing. – Content Marketing. The main objective is to attract qualified and quality traffic (with a high percentage of quality score user ), and therefore increase the final conversions. That if the center of the strategy always in the people. For example, if someone is looking for a real estate advisor in Madrid or new construction flats in Madrid or any other city, my brand (real estate agency) is one of the first options for the potential client: either for SEO, for Adwords, Social Ads … So simple and so complex. 6 immutable reasons why you have to do digital real estate marketing Agencies, promoters and construction companies have to reinvent themselves and start applying advanced digital marketing actions, from SEO on page and WPO to Adwords search and display campaigns With the sole objective of finding that new customer, attracting him and increasing conversions. But in case you are still thinking about it, we leave you some noteworthy arguments: 1. Search for the home in a 100% online process. Process in which you investigate, discard and decide which one to contact to refine your decision.
2. A user who visits the home buying and selling and rental portals and subscribes to the alerts to track their “ideal product”. 3. A user who visits the websites of real estate agencies to see the portfolio of properties before even contacting them. 4. A user who increasingly relies on local searches, which build trust. 5. Trust and digital transparency. The web, the social networks, the referred content, the opinions of other clients or users… it guarantees the potential buyer when they perform the digital search. 6. Search your competition on Google and finish convincing you. Digital marketing strategy for real estate In this sense, the first step before getting down to work is to analyze and audit what is happening around the brand. It is highly recommended to follow the steps that we recommend below. Digital Benchmarketing Of the main competitors, Wallis and Futuna Islands Email List direct, indirect and aspirational at all levels: – Work and keyword positioning. – Web traffic and traffic sources. – Social networks, what profiles do they have open, what do they talk about, what is their community like … – SEM campaigns: what type of ads do they make, what words do they bid on … – Email marketing: we subscribe and see what type of email they send. At this point we leave you an article to do a professional bechmarketing. It is very important because there is a lot of growth field !!!! Internal audit of the real estate brand itself The next step is to internally analyze the brand itself, if we already have a digital presence or not. How we want to be in the digital world. If we already have a presence, audit the web, social networks, email marketing campaigns, SEO … If we do not have a start with the positioning of the brand in the digital world, we will define the buyer persona in detail, in order to establish where the brand will be present and how. FUNDAMENTAL. Web design Setting up the website at the level: – Web architecture : a URL structure worked at the SEO level, usability and focused on the user. – Usability : user experience is key, websites have to be simple, clean, with access to relevant information in just a few clicks … – Copywrtting : work and write the texts with an advertising and commercial approach to attract the potential client. – Conversion Rate Optimization : work on vanishing points, CTAs and how to direct the web user to micro conversions.
Never forget that your potential client is looking for trust, guarantee, that what he sees is as real as possible, detailed information, a fair price…. SEO for real estate It is essential to work on organic searches, the main source of traffic for the search for homes and real estate. In addition, the location is essential at this point. Have you seen if you put new construction homes on Google + your city if your brand appears in the top 10 positions? SEO onpage Have the website optimized at the technical SEO level, with friendly URLs, meta descriptions, alt attributes, redirects, 404 errors, sitemap … Keywords It is essential to work on keywords to help in organic positioning, working on generic, competitive and long-tail words. WPO Loading speed is essential, we have to work on this aspect by reducing the weight of the web, the cache, minifying…. Social Networks for real estate It is essential to define in which social networks our brand will be present because our target or buyer person lives there. A priori Facebook and Instagram can work well, but you have to analyze eu phone number. Once the profiles are opened, mark content lines to work on, publication calendar, followers campaign, include raffles and promotions … SEM for real estate It is essential to complement the strategy with geolocated payment campaigns by city in which we sell or rent the home and working on the keywords, extended keywords … to obtain good positions and generate qualified traffic to the landing pages. In this case activate: – Search campaigns. – Search and display remarketing campaigns. Social Ads for real estate It can be an alternative to testing to work on the brand image and publicize promotions or outstanding properties, either for the price or for the property itself. It is important to install the pixel before starting with Facebook and Twitter. Create well-segmented audiences as it is key to the performance of this type of campaign. And then work on the final copies and arts, launch measuring and testing. Correct and re-measure derived traffic, its quality and conversions. Digital analytics for real estate marketing It is essential in the entire strategy to measure practically everything with Google Analytics, Tag Manger and Yandex as free tools. Establish macro and micro conversions, define the funnel conversion, create events to fine-tune all the actions, capture the potential audience and generate the desired visit.