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Real Estate Marketing - Challenges For Companies In The Sector

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Real Estate Marketing - Challenges For Companies In The Sector

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Main Real Estate Marketing Strategies

In recent years, the real estate sector has suffered from different scenarios of crisis, inflation, interest rates and unemployment. Not surprisingly, many of the prospects for real estate have become shaky.

However, optimistic or not, there is always the certainty of the great challenges that this area requires. And that’s precisely why real estate marketing should be explored to the fullest.

See the growth of the real estate market in some countries:

BPM Global Real Estate Market Rise

After all, if the market and the economy are doing well, competition for builders or real estate increases. Likewise, if the market is down, it is normal for companies to make even more efforts to sell and overcome obstacles.

Thus, what these two scenarios have in common is precisely the need that companies in this sector have to develop strategies to stand out and sell more. Lucky for you, real estate marketing and its solutions were boosted by the rise of the internet.

In this article we address the main real estate marketing strategies in the digital age, their importance, need, scenario trends and mainly why Inbound Marketing appears as an ideal alternative to boost your sales strategies.

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What is Real Estate Marketing?

Real estate marketing is a set of actions that aim to bring results and sales to companies, developers, builders and real estate agents. That is, business in real estate.

The main objective is to impact and attract people interested in this type of business. In addition, of course, to strengthening the relationship with this public and encouraging sales.

Thus, it is important to highlight that real estate marketing, however, is not limited to attraction actions. Also involving processes and strategic planning, business positioning and of course, all of this reflects on sales.

Therefore, prioritizing this type of work in your company is essential for brand growth. After all, it involves small daily processes, but which show results both in the short and (and especially) in the long term.

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Real Estate Marketing and the Effects of the Pandemic

In 2020 the whole world was impacted by the Covid-19. Those who have already been present in the real estate market certainly remember how almost no one was prepared to quickly resolve the obstacles imposed by scenarios arising from social distancing.

In this way, real estate marketing was directly impacted, as many people postponed the acquisition of their homes in the face of uncertainty, as well as stopped visiting properties at first.

However, it was in this scenario of so many uncertainties that real estate marketing needed digital more than ever. New ways of attracting, talking and even offering new experiences to your audience had to be adapted in such a way that this reflects a lot on the way many companies operate in the market until today.

We’ll talk more about them later.

Why Should I Apply Real Estate Marketing?

I believe that this is a little recurring question among companies today. After all, digital has raised the bar so that companies from different segments can stand out in the market. And those who work in the real estate sector feel this like no one else.

Thus, it becomes increasingly clear that there is no longer that formula for selling real estate, which basically required the profile of the realtor. Today it is necessary to go beyond both to attract and to relate to customers. What is possible with digital marketing strategies.

But if until now you still have doubts about the need for real estate marketing in your company, let’s go deeper into some points.

Especially with regard to the current market scenario, the main difficulties it faces, future trends and the advantages that real estate marketing opens up for your business.

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The Importance of Public Relations

It is not uncommon to find people who are more attentive and perhaps suspicious when it comes to certain market segments, such as banks, telecommunications services and even real estate.

Well, although each of these segments has its specific difficulties, in the real estate market we are mainly talking about complex sales.

That is, the vast majority of your audience will need a little research and relationship time to finally reach the purchase of the property. This is why real estate marketing is so necessary.

Through communication actions, it is possible to unlock some sales arguments that your potential customers have and consequently improve the relationship between the construction company and the target audience.

Digital Transformation and How it Affects the Real Estate Sector

Yes, the impacts of digital transformation reached the real estate sector.

Despite being marked by bureaucracy and more rigid business structures, many companies in the real estate market realized the advantages and especially the need for innovation.

So much so that today many areas and processes of these companies are already being taken over by technologies and digital.

As evidence, we can see trends that are already changing the way people sell, rent or even sell real estate. And realtors themselves are examples of this, as they are increasingly losing prominence in negotiations.

Apps, digital signatures, artificial intelligence, chatbots, all these and other innovations prove how digital transformation affects the real estate sector.

But the bottom line is how digital marketing supports and incorporates these changes. And what is essential for your business to prepare and strengthen itself for this new scenario.

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What are the Advantages and Possibilities of Real Estate Marketing?

The intelligent use of financial resources and precision in measuring results are among the main advantages of real estate marketing. However, there are still other important ones like authority building, low cost, competitive advantage and increased sales.

For example, with digital marketing applied to the real estate sector, it is possible to know how many people visited your pages and which subjects were most clicked on. This is a unique opportunity to understand marketing actions and their impacts.

In addition, it is possible to measure which paid media campaigns are generating the most results, both in calls to your brokers and in sales.

In this way, with this type of data, your company can develop effective actions to attract more customers, as it knows what interests them most. Thus saving money and increasing returns.

And How to Do Real Estate Marketing?

But then, do you want to know how to apply real estate marketing in practice in your business?

First, you need to define your persona profile.

At this stage, it is necessary to understand the style of property and the most sought-after neighborhood, the purchasing power, among other particularities of those looking for your company. In other words, we realized once again the importance of data to develop more effective sales strategies and actions.

After all, this information will give you subsidies to generate leads and understand what this prospect’s buying journey is.

The main digital marketing channels that will promote this approach and relationship are email marketing, the real estate blog and social networks.

With some variations in methodology, all these channels have one thing in common: the qualification of users through content targeted at each stage of the sales funnel.

For example, for visitors, you can offer educational materials about the infrastructure of the neighborhoods where your projects are located.

For those leads that are at a more advanced stage of the funnel, it is possible to offer materials that speak specifically about the structure of the property, for example.

What we talk about here is an overview, but there are other strategies that can bring great results to your company.

Main Real Estate Marketing Strategies

1. Video Marketing

According to research, did you know that users retain up to 95% of their information in video and only 10% in text?

The use of videos in digital marketing and inbound marketing strategies has been analyzed as a trend by experts around the world. And a quick look at the stats justifies it.

According to Google, more than 50% of Internet users search for videos of products and services before visiting a store. Now apply this information to the world of real estate.

If your business produces video content about apartments, neighborhoods, and other lead questions, it will increase your chances of selling. In addition to being able to streamline the purchase decision process, given the value generated and the authority gained over competitors.

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2. Interaction Marketing and Virtual Reality

Due to the pandemic, virtual reality has become an even bigger trend in the real estate market. After all, with this type of technology, it is possible to replace face-to-face visits.

With this type of strategy, it is possible to generate new experiences for customers and also speed up one of the most time-consuming processes in the real estate market, which is finding an available date to visit a property.

3. Social Networks

It’s always important to be where your customers are, and when that presence is done strategically, it’s even better.

Reach, engagement, relationship, brand authority are some of the advantages and decisive factors of social networks for companies.

In addition, depending on your company’s objectives, social networks can appear as strategic channels for publishing or producing your own content.

The real estate market is also known for the large number of events and fairs, and social networks can be used both for publicity and for live coverage.

There is also the strong possibility of measuring results on social networks, which makes it easier for your business to monitor the content produced and the reactions of the public to optimize actions.

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4. Performance Media

Promoting ads and campaigns is essential to the digital marketing strategy. And when it comes to the real estate market, there is an even more decisive resource: geolocation.

Google has been talking about how the number of searches for “near me” has been growing for a while. Now imagine this applied in a practical way to the real estate sector.

As its name suggests, geolocation allows you to segment virtual campaigns according to the user’s location. Thus, companies achieve greater assertiveness by targeting their ads to an ideal audience looking for a property in a given region.

A timely, accurate and necessary reach for companies and users.

5. Content Marketing

The production of useful content to support a persona during their journey, solving their doubts and helping in the decision process is the main premise of content marketing.

You more than anyone know that a person about to rent or buy a property faces several challenges to find the best place. By producing content that helps the lead in this process, your company gains advantage and authority.

More than a strategy, content marketing has become a necessary investment with a great return for companies. To give you an idea, according to research, content marketing costs 62% less than traditional marketing and generates about 3 times more leads for companies.

Furthermore, content marketing is one of the top 3 pillars of inbound marketing. A methodology that has been growing and gaining prominence mainly among companies in the real estate sector.

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6. Know your Audience well

It’s much easier to sell to those who are willing to buy, isn’t it? Based on this premise, it is essential that real estate marketing companies are able to translate the interest of their main public.

If the persona has not yet been developed, it will be important to ask some questions that will help you in the process.

In this way, it will be possible to identify which types of content they prefer to consume, which social networks are most present, what their objectives are when choosing an apartment.

All this data can and should be used in favor of your marketing.

7. Mobile Marketing

We live in the mobile first era, that is, platforms such as cell phones and tablets are present in people’s routines more than ever.

Paid traffic campaigns, for example, depending on your persona’s profile, are very likely to impact your potential customer when they are accessing their cell phone.

Therefore, your real estate marketing should take this into account and not neglect these mobile channels when planning actions.

8. Inbound Marketing

Inbound marketing has emerged as an ideal solution to deliver results for both the real estate sector and other markets.

Contrary to what many think, it is precisely because of the nature of this segment, with a larger ticket, longer negotiations and complex sales, that the inbound methodology emerges as a solution.

Its structure aimed at attracting, educating and qualifying leads and customer relations favors the processes of buying, selling and renting real estate.

In addition, the decision-making process in the real estate sector is quite time-consuming and challenging. And it is exactly because of the drawn-out decision that the structure and steps of inbound marketing help and enhance the results.

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Why Should I Bet on Inbound Marketing?

The competitive scenario requires you to use a more assertive and strategic posture in relation to your company’s target audience.

This is the essence of inbound marketing: attracting the ideal customer profile in an intuitive and automated way.

Even in the real estate sector, where the purchase decision involves more complex factors, inbound marketing can become a powerful tool to set your company apart from the competition.

In addition, another advantage of inbound marketing is the possibility of establishing partnerships with nearby companies, especially when the region is expanding.

For example: when sending a marketing email to customers who are about to close a deal, how about offering free dinners or beauty treatments offered by partners?

Bonus: How to Generate Leads in the Real Estate Market?

At this point, it becomes clear how important lead generation is for real estate marketing.

Focusing on strategies to capture contacts that are minimally interested in your business is the beginning of everything. From there, your marketing can develop qualification, relationship and nutrition actions. Forwarding the lead to the right time to buy or rent a property.

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It turns out that it is not always very clear how it is possible to generate leads for real estate. Many companies succeed in developing some fundraising strategies but end up sticking to the basics, overlooking many opportunities along the way.

Furthermore, when the barrier of generating leads and building a good base of potential customers is broken, many companies still do not know how to relate to these contacts.

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FAQ – Frequently Asked Questions About Real Estate Marketing

1. How to treat the customer well when selling a property?

When selling a property, show interest in the customer's needs. With this, it is possible to create a relationship of trust and companionship with the potential buyer. In the real estate market, the sale goes beyond a material good. The property is the place where the client will live, either alone or with the family.

2. How to have a Great Property Capture?

A great real estate capture strategy considers the importance of the quantity of properties in the catalog, but is also concerned with the quality of the properties on offer. The volume of funding is essential to have more publicity for the real estate.

3. What is a Real Estate Intermediation?

Real estate intermediation is a service offered by professionals and companies in the real estate market aimed at connecting sellers and buyers of real estate, or owners and tenants in the case of rent.

4. What is a Real Estate Broker?

The real estate collector, or fundraiser, has the task of looking for properties to meet specific demands and to feed his portfolio of offers.

5. What is the Purpose of Real Estate Marketing?

The real estate part involves the negotiation of high-value assets, which requires a more time-consuming consideration of the decision-making process. Without an effective strategy, it is more difficult to build a client portfolio to obtain consistent results.
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Conclusion

The market has changed and continues to evolve at ever-increasing paces. It is not enough today to take advertisements and propaganda to conquer the public. It is necessary to involve him in rich and memorable experiences.

Technology proves to be a fundamental ally for this. From online presence, to e-mail communication and reaching the point of sale and personal interaction, it allows for more personal, personalized and who would say human contacts!

We have reached the end of another strategic content on our blogs.

Now you are ready to put all the real estate marketing tips and strategies into practice.

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