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how to develop a real estate marketing strategy?

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Nowadays all companies and businesses need to develop a good marketing plan to be successful. The reason is very simple: to avoid taking steps without clear objectives. It is necessary to have a roadmap to serve as a reference when planning all actions and strategies.

how should I create a marketing strategy?

A marketing plan is, therefore, the guide that orients the company in determining the steps to be taken at all times: the marketing objectives to be achieved, the strategies to be implemented and the planning to carry them out.

The first thing you should take into account when developing your marketing strategy is to analyse the points that give you an objective view of the situation of your business in the market compared to your competitors. This will be very useful to know how you can differentiate yourself from them and develop a SWOT analysis (weaknesses, threats, strengths and opportunities).

Within the analysis you can find out your potential customers and analyse them, know your competition, study the market, or even the internal structure of your business.

Once the analysis is finished, you create a strategy based on the segmentation of the niches that are most similar in favour of your product or service and the competitive advantage that your current market positioning gives you.

To organise your strategies, it is common to start with the 4Ps of marketing: product, price, distribution (point of sale) and communication (promotion).

  • Product: describe your product, what it is like and why your buyer persona needs it.
  • Price: this is a very important factor when it comes to positioning yourself in the market with respect to the competition. Set a price that will make you a strong competitor but that will make up for your costs and profit.
  • Distribution: explain your distribution channels, whether they are your own or subcontracted, and the cost to the customer.
  • Communication: this is a very important point as it will establish how your business communicates and makes itself heard within the niche: organisation of events, advertising in traditional media, social networks, web marketing... Consider what type of actions best fit into your plan to reach your objectives.

Once you have all the actions proposed throughout this marketing plan, you must plan them in order to know how long it will take you to carry them out, from the moment the plan is designed to the completion date.

what is real estate marketing?

The real estate sector has undergone a major change in recent years, with the physical estate agencies that you see on the street being replaced by online property searches, both by private buyers and tenants, as well as by investment funds.

The agencies that have grown in recent times are those that have been able to innovate and bet on real estate marketing, leaving aside the traditional plan of advertisements in the media, advertising on buses, leaflets in cars, among others.

Real estate marketing is then a set of strategies that focus their efforts on meeting two objectives: attracting properties for sale or rent, and attracting potential customerswho want to buy or rent a property. Today, the interesting thing about real estate marketing is that it can be expanded both offline and online and thus take advantage of what both can offer you.

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Real estate marketing guidelines

As we have told you before, you can benefit from the opportunities of the digital world as well as the traditional one. To make the most of it, we will recommend you some of the guidelines that you should follow to establish a good marketing strategy for the real estate sector.

  • Identify your buyer persona

The first thing you should do, and as we explained at the beginning of the post, your marketing strategy should start with identifying your buyer persona, that is, the profile of your perfect customer. To do this you must apply a series of measures to segment the market using demographic data, psychographic data, online behaviour and professional data.

The aim is to optimise the resources used in any campaign and offer the type of property that your buyer persona is looking for.

  • Ads in the platforms' Ads

A good way to get yourself seen on the Internet is by advertising through digital platforms such as Google, Facebook or the growing Amazon Advertising. This way, you will be able to appear in the first results of the famous search engine.

  • Create quality content

Offer valuable information to your client. If you put quality information at their disposal they are much more likely to give you the exclusive on the sale of their property or purchase, as they will see you as an expert in the sector and will trust your brand. How to create this content? Now with the help of new technologies it is much easier to create creative and quality content.

You can help yourself with tools such as:

      • Real estate blog: don't be satisfied with your website, create a blog as a SEO tool. It allows you to offer high value content for your potential clients. Then share your articles on your social networks and attract qualified traffic to your website.

      • Videos: they are a very good way to attract the client interested in a property. It gives a lot of value to the sale or rental as it allows the user to see every corner of the property and thus gain confidence in your brand. However, do not underestimate the value of a good photograph.

      • Infographics: they are useful to outline all the information that the user has received throughout the advertisement of the property. Moreover, they are very fashionable within the visual resources.
      • Virtual reality: this is one of the latest novelties in real estate sales, as it will allow your clients to visualise the property they wish to purchase in a personalised way, as if they were inside it.

  • Use social networks

Dedicate time to the elaboration of a social media plan, in which the first thing we will do is to analyse in which social networks our target audience is present. Once we know this, we will draw up a plan of action and develop a strategy that will allow us to reach this target audience.

There are many social networks that can help you, but we definitely recommend these for your real estate profile:

      • Facebook: it offers you tools such as Facebook Messenger, to stay connected with our clients and offer them interaction. In addition, you can also work the Facebook Marketplace by sharing homes. And, as we mentioned before, Facebook Ads to advertise on the platform.
      • Instagram: How to grow my business on Instagram, the platform gives you a wide spectrum of creativity, create posts with quality images of the properties and complement it with IGTVs that will allow you to upload videos of more than 1 minute and show your properties in a more striking way.
      • Youtube: the perfect channel to develop your video marketing strategy, upload and share your videos and add them to your blog posts to complement them visually.

  • E-mail marketing

It will help you to attract new subscribers. To make this possible, it is necessary to personalise your e-mails, as well as to be attentive to the frequency of the mailings and the content you provide. It must provide useful information, for the owners, and of quality.

After all these recommendations, keep in mind that in order for them to work you must have people in your team who have digital skills and perform well in all the aspects we have seen.

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360º Real Estate Marketing. Why is it so important?

With all the above guidelines you will create a 360º real estate marketing profile, that is, your plan will cover many facets that will make your business reach where you propose. Applying these resources, you will achieve a good position within the sector and both your customers in the process of discovery and your loyal customers will value the facilities you offer when showing a property.

In short, the 360º marketing strategy allows us to reach and attract customers in a much wider radius of action since it is based on all possible techniques to reach the customer. In addition, it allows versatility in its use, reinforcing the reputation of our brand.

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