Whatever your real estate industry, you need marketing to generate leads and sales. Establishing yourself as a real estate consultant or gaining new partnerships with companies within your community requires smart marketing strategies as well. Here are nine tips to help you generate brand awareness and build a strong customer and leadership database.
Many of the following strategies apply to a wide range of businesses, including hospitality and retail. Some are rooted in traditional marketing but remain timeless due to their proven effectiveness. Learn about this year’s marketing trends and apply the following nine tips for successful real estate marketing in 2022.
1. Get your website AMP ready.
AMP (Accelerated Mobile Pages) is a framework that enables web developers to create websites that are optimized for mobile web browsing and meet Google Page Experience Ranking signals. Assuming you already have a website, AMP is compatible with many CMS platforms, including WordPress, Drupal, Squarespace, Tumblr, etc. So first you need to hire an experienced web developer to implement AMP pages on your site. Then, you will reap the benefits: better user experience, site pages that load instantly, better mobile rankings, etc.
2. Hire a writer and define a compelling content marketing strategy.
Marketing becomes more competitive every day with strategies designed to influence audiences. Texts on your website, blog, social media posts, press releases, real estate listings, and even ads are valuable marketing tools. Define a compelling content marketing strategy and hire a writer who knows your industry to create texts that generate interest in your services and offerings and convert readers into leads.
Your writer must be a skilled storyteller and understand SEO, marketing, advertising and PR to deliver compelling content that attracts buyers, generates media interest, and ranks well in search engine results.
Keep in mind that content marketing is highly competitive: According to HubSpot, in 2021, 82% of companies reported actively using content marketing, up from 70% in 2020, and you can expect the numbers to increase in 2022.
3. Make your content shareable.
If you publish content on your website, add share buttons to encourage readers to forward it to their peers on various social networks and email. Some good tools for adding share buttons include Social Warefare, ShareThis, AddThis, Buffer, and AccessPress Social Share, among many others.
4. Hire a professional photographer to make your listings stand out.
While you may have a good camera, you should leave real estate photography to the pros if you’re not a lens guy by trade. Good photos are essential to making an excellent first impression when your potential target customers are browsing to find a home to buy or rent. Pro tip: Hire a photographer from your community to build strong partnerships and make a meaningful contribution to the local economy.
While images and text go a long way, videos are more engaging, especially when done right. Here are some of the types of videos you should use in your marketing strategy in 2022:
- Professional video listings showing the property’s exterior, grounds, interiors, amenities and facilities.
- Show property, land and neighborhood using aerial videos (usually created with a drone). For this purpose, you should hire professional services – such as Drone Base, House Lens, Fly Guys, Boulder Drone, etc.
- Live videos on Facebook, Twitter, YouTube, etc. will put you in front of your audience in real time. You can share updates, host a Q&A session, and interact with potential buyers to create a better B2C relationship.
Find out more about how videos can boost your real estate sales.
Virtual home staging is gaining popularity in 2020-2021 due to the restrictions imposed by the COVID-19 pandemic. With closings preventing many buyers from seeing properties in person, real estate agents have found creative ways to keep them informed and interested. Additionally, virtual staging does not require coding skills because the available solutions allow landlords to use this marketing strategy without investing in furniture rentals, renovations, or hiring interior design experts. Software options for virtual home staging include Virtual Staging Lab and IBD Luxury Home Staging.
7. Use targeted ads to reach more potential buyers.
Both Google and Facebook offer excellent targeting tools to place your ads in front of the right audiences. Refine your targeting based on location to provide information to people looking for homes and apartments in real estate neighborhoods. Local search ads target people who are willing to buy or who have a real interest in real estate in that area. It would be better if you consider advertising on Zillow as well to reach more buyers.
8. Develop a people-first marketing strategy and focus on services rather than sales.
COVID-19 has forced marketers to adopt proven marketing strategies and focus on the long-term game rather than short-term sales and commissions. As a result, some of the best real estate agencies in the United States and the world are providing information people need and want to know right now, including COVID-19 news, city projects, mortgages, schools, hospitals, and other places of interest. These brokers build strong relationships with potential buyers, local businesses, and communities, relationships that will greatly help when the pandemic is over.
Facebook, LinkedIn, and Twitter are reasonably popular with real estate marketers. However, networks like TikTok, Instagram, and Snapchat are still surprisingly successful and have excellent adoption among the elite high-income earners within the 30-45 age group. Consider including these alternative networks in your marketing strategy in 2022.
Besides using online marketing strategies, you should continue your traditional marketing efforts. Hand out business cards and flyers, post ads in newspapers and on billboards, try radio and TV ads, design beautiful yard signs, etc. A strong marketing strategy uses both online and offline resources, adopts new technologies, tracks trends, and stays relevant to market demands and changes.