It’s hard to have an open house in a closed down economy,
It's hard to show homes when you can’t physically meet with people.
That's why now is the time for real estate firms and agents to go fully digital and transition to a virtual workflow.
Here are a few marketing strategies real estate firms and agents must adopt during these challenging times:
1) Build a website
If you are a real estate brokerage firm you most definitely have have web presence with a website, but it's not that obvious for individual agents.
If you are a real estate agent and you don't have your own website yet - now is the time to mark your online territory. Your website is your “online real estate” - your digital property. Without a website you are nonexistent in the online world.
Many agents get a web page or a feature on their brokerage website, but it’s not enough. To truly stand out and brand yourself, regardless of what brokerage you are working for, is the only way to mark your domain, and literally - get your own URL - domain name.
To start, head over to GoDaddy and claim your name. It can be your own business name, or your personal name in combination with real estate terms applicable to your area of focus.
Next, contact us to design and develop your website. A good website is worth the investment, Don’t fall in the trap of free or affordable website built. Your website should be a true reflection of who you are, your brand, your unique value proposition and it should differentiate you from the sea of real estate agents and firms. For that you need a good team of writers and designers - not just a web developer or plug in platform.
2) Activate all social media channels
Millions of potential home buyers and sellers are currently online seeking advice, tips, suggestions and recommendations regarding their next move. Now is the time to be there for them, consult them, guide them and advise them virtually, building long lasting relationships.
Crafting informative, creative, and engaging content is key. Content marketing is your voice online. Sharing news, trends, tips and your knowledge will engage potential clients, and activate them to connect with you.
Whether they will be ready work with you right now, or in the future, staying top of mind through daily postings on all main channels is key.
When it comes to the social channels you should be on - Facebook, LinkedIn, Instagram and twitter should all be active with daily posts.
Don’t know what to post? Our team of writers and designers are ready to create customized, personalized branded posts just for you, optimized and designed to attract, captivate and convert your ultimate clients.
3) Become a digital Resource
When everyone is locked at home, the online world is their new playground.
Becoming a go-to online resource for real estate advice is the goal. Being digitally accessible and interactive is the strategy. Making human connections online is the way.
In order to become a digital resource and attract potential clients, developing a blog on your site is a great idea.
Blog articles are not only positioning you as a thought leader in your space and a knowledgeable resource - they have great impact on your SEO - the visibility of your website in search engines.
Using optimized keywords targeting your market with frequent search terms will open your website for visitors who are looking for exactly what you are offering.
Writing blogs is an art form. We don’t expect realtors to be writers, hence why we offer our services for real estate agents and brokers: Let our research team do the work of finding the topics and trends most applicable for your goals, while our writers become “ghost writers” for you, portraying your voice online, positioning you as a resource for your audience.
While blogs are great as a resource on your site and for SEO, it is suggested to develop a newsletter as well and email your database or a rented targeted database with some news articles and tips. A monthly newsletter is a great way to keep your potential clients engaged and remind them of you as a resource. You can also utilize weekly email alerts featuring hot new available properties.
The newsletter should be informative and include blog articles, news, trends, new homes, sold homes and tips and advice, while promotional email campaigns should spotlight one topic with a call-to-action, such as a new listing feature with your contact info.
If newsletters and emails designs and distribution are not your thing - we’re here to help ;)
4) Paid Ads
Ever feel like Facebook ads are listening to you? It's true!
The hyper-targeting offered by social media platforms is the most invasive, yet advanced, advertising tool that was created in the recent decade.
Running targeted paid ads on facebook/Instagram is the most effective lead generation and capturing strategy. Copy and visual are key and the media spend is reasonable, while the targeting hones in on your exact target, attracting your potential clients like bees to honey.
Real estate agents and brokers can utilize ads to personalize and “humanize” themselves through video ads providing tips and advice with a "talk-to-camera" style self production, or you can choose to feature homes or properties available as a teaser.
Each agent should choose what fits their personality and style. If you’re outgoing and can put on a show - video ads are a great stage for you! If you’re less about the show and more about the opportunities, put them in front of your clients.
Know your sweet spot and use that in your ads.
You can also do A/B testing, which is basically trying different ads and messages to see the response to each, eventually developing your campaign tone online.
5) Online Networking
Networking online opens your market to new potential clients. Making new connections through LinkedIn, Facebook and Instagram will 10x your pool of customers and connections.
To find and connect with new people you can start by using the search box on each network and use key terms that may be relevant to your potential home buyers or sellers, starting with their/your location. For example, if you are a real estate agent in Raleigh, North Carolina, search for people in that location and screen through profiles that may fit your target market by age, status, work, and family status.
Next, make the connection and make sure your page is public - meaning that all status updates privacy settings on your page is Public, and start sharing industry and market information, and engaging posts.
You can also private message your new connections and reach out, just make sure it is a short intro message and not too pushy, giving them the space to get to know you through your posts over time, and not forcing them into a conversation prior to knowing you.
Facebook groups are also a great way to find like-minded people in your area and engage in conversations on topics you can contribute to.
The important rule of online engagement is to keep it human. For tips on 'how to make friends and influence people online', read this post.
Dvashh is proud to have worked with many real estate agents and firms helping train agents on how to use social media marketing to drive leads and engagement, as well as run marketing campaigns for national familiar real estate brands and homebuilders. If you need help with getting your marketing going, please connect with us.