Are you missing this one key lead generation strategy for your real estate business?
Do you remember the days when your vendors would find their next real estate agent based simply on a referral from a friend, family member or colleague? When people actually checked their mailboxes for ‘snail mail’?
While we have years of great memories of traditional marketing that have been fruitful to real estate agencies, the world we live in today is a digital one and the selling and buying process for properties is no different.
Today, vendors start their selling process online. They read reviews about your business long before they contact you and they can find information online about how to sell property themselves. The power is literally in their fingertips.
While these statements might tempt you to dramatically brush all documents off your desk…or throw your arms up in the air and march out the door…all is not lost!
While the vast world of the internet is a mystery to many, the real estate agents who have tapped into the space through a creative and tailored digital marketing campaign have reaped the rewards.
Here’s four of many reasons why you should consider digital marketing for your real estate agency.
1. Be where your customers are!
Did you know that 80% of home buyers search online?
And 72% of all online adults are active on Facebook?
They’re not relying on newspapers, searching for 'for sale' signs in the local neighbourhoods, or picking up the rolled up brochures casually thrown on their lawn like they did before (seriously, I drove past a house with at least seven rolls of brochures on their lawn just the other day).
Why force your customers to break habits just to read your marketing messaging? If your perfect customers are using digital platforms to find out about potential property partners in their area, make yourself present in those mediums.
2. Be a part of the conversation they are already having about you.
Yes, that’s right. Your potential, current and past vendors could be having a conversation about your business right now, and you’re not a part of it.
Online reviews, Facebook groups, Google+ circles, forums and communities create a generous range of spaces for your customers to come together and share their experiences with your brand.
If you want to be a part of that conversation and make sure you are delivering value by addressing any concerns or making the most of any positive feedback, you need to start engaging in these communities.
Digital marketing will help you better listen to and engage with your target customers so you can better provide for their needs.
3. Digital marketing is a cost-efficient way to reach your ideal customers.
Remember that pricey direct mail campaign or newspaper ad you recently delivered? What was the ROI on that investment?
Do you know?
Two of the most important benefits of digital marketing are that it is one of the most cost-effective ways to market your business and it allows you to keep a close eye on how your marketing spend is performing.
A small real estate agency with a limited budget can now reach thousands of people for as little as $10 a day on social media. The real investment comes down to the mastery of your own team or an external digital manager who can work their magic to make your business stand out online.
The added bonus of being able to measure your success and the tactics you are using ensures you spend your money in the most effective way for your unique business and audience.
4. Generate and maintain your leads and provide exceptional customer service.
Imagine if you could stay top-of-mind for a cold lead looking to sell their home in two years time. Picture a world where you can nurture potential vendors along the sales process without taking precious time out of your day to write and send emails.
Now you can.
Marketing automation has served up a real treat for small businesses who can now establish automated journeys for customers to keep them engaged through different phases of the buying cycle.
That means you can hang up your jacket, grab a glass of wine and sit back while you digitally engage and inform your customers without lifting a finger. Yep, that wine probably tastes pretty good right now.