Relying on Your Online Branding Assets
When done correctly, digital marketing is a powerful tool for real estate agents looking to supercharge their sales. It can provide a viable way to expand reach and exposure. However, real estate agent marketing comes with some rules. For instance, over-reliance on third-party platforms like Facebook is a practice fraught with countless pitfalls.
For this reason, real estate agents need to focus on building effective campaigns via their website and email campaigns separate from their company’s website. Additionally, maintaining a favorable reputation helps real estate agents gain a competitive advantage. This favorable reputation will make building a positive brand image easier while engaging with your target audience on social platforms.
Posting quality, relevant content on their website can turn any real estate agent into an authoritative voice (a trusted name) in the industry. This approach can make digital marketing a silver bullet for the brand.
A lot of planning goes into setting up your online real estate branding assets. These assets include email and content marketing strategies, your website, and a reputation management plan. These key aspects are the backbone and driving force behind your digital marketing strategy.
Over-reliance on paid online ads and social media undermines control over your plan. Third-party sites, such as Pinterest, Instagram, and Facebook, come with various aspects out of your control. Terms of service can change at any given time, or the entire website may go under. These changes can adversely affect your marketing campaigns or ruin your reputation.
Rely on Your Website
A report published by the National Association of REALTORS® in 2017 showed that roughly 26 percent of real estate agents own their websites. The same report also stated that the majority of the agencies were uncomfortable with social media. These statistics demonstrate that real estate agents are not maximizing lead generation via new media.
The real estate agent's website can serve as a marketing universe. You should ensure that the site contains quality content that satisfies the needs of your target audience. The platform also requires proper search engine optimization (SEO) to maximize visibility and traffic. In turn, your agency benefits from a steady stream of potential customers.
Several key features characterize a good website. These include:
- High-quality text and visual content that provides useful information
- Reliable hosting on platforms like WordPress that offers fast page loading speed
- User-friendly navigation for optimal user experience
- Optimized for search engines based on the relevant keywords
Company websites hosted on WordPress are reliable, and agencies can take advantage of advanced functionality. This free software comes with an extensive selection of plugins, aesthetically pleasing themes, and high-performance hosting. Opting for WordPress allows real estate agents to set up the website with or without a web designer.
The software allows users to implement proper SEO techniques in addition to the built-in optimization. SEO delivers free organic traffic to your website via search engines like Bing and Google when done correctly.
Investing in a quality website can be compared to buying your home rather than renting. Thanks to full ownership and control, it provides a fertile ground for building a positive image for your brand.
Email Marketing
Email marketing empowers real estate agents to retain control of their contact list at all times. With email marketing, real estate agents can provide useful information to the right recipients. This information ensures that the messages sent are always well received and avoid being tagged as spam.
You need to formulate a click-worthy subject that appeals to the recipient. A click-worthy title provides a surefire way to generate additional traffic to your website and boost sales. Adopting effective targeting methods requires the analysis of key metrics that identify a customer’s interests and needs. This information can be gleaned from analytics tools.
Conducting a thorough and detailed analysis of your mail list allows you to deliver personalized messages to recipients. You should always make your messages concise and clear. Revealing the value offered by your products in the first few sentences is key to capturing the reader's attention. A call to action also plays a vital role when it comes to email marketing.
Social Media Marketing
Paid online advertising and social media can augment your core marketing activities. However, it is essential to avoid turning the platforms into the main focus of your campaigns. Doing so can erode the control and stability of your overall digital marketing strategy.
Social platforms can enhance the visibility of content posted on your website. These platforms allow you to provide answers to customer feedback and keep them informed about upcoming events or specials. They also provide a way to engage with a broader audience and project a human touch to the brand.
Final Thoughts
Real estate agents need to invest time and energy in building their own quality online marketing assets. These assets prevent the dilemma of working hard for third-party sites that may disrupt a campaign on short notice. On the other hand, owned assets like websites bring value for many years without worrying about events out of your agency’s control.
Need more local marketing tips? Check out our entire Guide to Local Marketing for Real Estate Professionals
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