Are you looking for how to market your real estate business, attract international real estate buyers and provide the best real estate services?
The competition for home buyers can be tough which is why you need to differentiate yourself to sell your property faster with creative ideas.
In this article, I will share with you proven real estate marketing strategies which will also help you to stay ahead of your competition.
It is no longer strange that the real estate industry is very competitive and ironically every real estate agency follows the same patterns to get customers e.g.
- Television, magazine and newspaper ads
- Adding properties to listing sites and social media pages
- Putting a sign in front of the property
- Laying out some flyers or business cards around town.
There’s nothing wrong with you doing these things, don’t get me wrong.
Every realtor do the same because they work and generate a profit.
The problem comes when real estate agency use only these strategies and depend on them to be their life blood.
Especially in a tough market like real estate
They continue using these strategies which are the exact same strategies their competition is using but they somehow hope for or expect better results.
So if you’ve got a property that you’d like to sell or get rented out ASAP, even if that property’s been sitting on the market for ages, you can employ these tactics for both residential and commercial properties and see how things change fast
These real estate marketing strategies will help you stand out, get attention, get remembered, and more importantly close any deal as quickly as possible.
Now let’s get started
1. Target Life Events on Facebook
When it comes to social networking facebook is the leading platform with over 2billion users
As humans, we love bragging about our life events and achievements and a lot of people love bragging on Facebook.
Almost as soon as they happen, we’re broadcasting them to the world.
People openly and willingly announcing their major life events on a social platform that gives advertisers access to this data is pure gold for someone working in real estate.
Think about it.
Because the vast majority of these major life events mean that people will need to make sure they’ve got the right space to accommodate these new life changes.
Life events like:
- Moving to a new city
- Announcing a pregnancy or a birth
And if you sign up for Facebook as an advertiser, you have access to target all of these life events within the geographic area you serve with your real estate business.
So if you specialize in apartment sales and rentals?
You can target a campaign towards young, single professionals under the age of 30 who’ve just moved to the city (Probably because a job brought them there.)
If you specialize in starter-level homes for new families?
Engagements, marriages, and pregnancy announcements are going to be your thing.
And yes, you can have different ads show to the different life events: one set of ads for engagements, one set of ads for marriages, and another for pregnancy or baby announcements.
2. Use Emotion-Invoking Pitch
I remember when I saw a property adverts online with the following description:
A well built 4 bedroom maisonette for sale in a very nice location in Lugbe
- 2 living rooms (1st and 2nd floor)
- 4 ensuite bedrooms
- Contemporary bathroom design
- Outdoor roof terrace
- 1 BQ
- Partly furnished (cooker)
- 24hrs security and concierge
Then contact info.
Does the description look familiar?
If you want people to even consider this house, which is obviously going to be a pretty tough sell at that price point, you’re going to have to hook potential buyers with more than just a list of features, photos, and that description.
Since the features won’t change, you’re going to have to dig really deep to find some emotionally-hooking phrases to get the attention of someone who’s clicked through. You want them to really look at the house and make sure that they remember that house over the 10 others they explored in that one online shopping session.
So what if the description read something like this instead?
“Less than a 30-minute drive from the Nnamdi Azikwe international airport, this highly modernize home in Lugbe sits near the Jabi lake mall directly in between the two major part of the city (from airport to central area), next to some of the best up-and-coming restaurants. The quiet neighborhood is a retreat, but you’re only ever a few minutes away from the best Abuja has to offer.
The home itself has 4 ensuite bedrooms, 2 living rooms, 1 BQ, 24hrs security and the most charming Contemporary bathroom design with Outdoor roof terrace. It’s structural design paradise in all the best ways.
The back yard that extends from the porch has been carefully landscaped to showcase some beautiful flower bushes and to accommodate all kind of fun outdoor activities: spring barbecues, summer water balloon fights, or peacefully soaking in the sun while you drink your coffee on a beautiful Saturday morning.
Plus, with hard wood floors, and a new roof, new electrical, 24hrs security and concierge, you’ll be set in not having to worry about repairs and security for a long, long time.”
You see how that makes a difference, don’t you?
Suddenly the reader goes from ticking things off a somewhat existent list in their brains to see if the house is a fit for their family… to actually imagining and getting emotionally attached to the idea of their family in THAT particular space.
Suddenly, they’re way more interested and you start getting more and more calls for showings.
Coming up with this kind of description may not be your cup of tea, but hiring a copywriter that specializes in emotion-invoking phrasing like this (especially for a property you think will be a harder sell) will pay for itself way more quickly than you’d imagine.
PS: I know I gave a residential example here, but this works equally well for commercial listings. Business people are NOT just cold-blooded creatures in suits. They’re humans and have emotions too.
3. Retarget Web Viewers with Property Images & Emotional Ad Copy
Alright, so someone looked at your website page for a specific property but didn’t fill out your form to get in touch with you?
No problem. Not all is lost.
When people are shopping for a new home or a new office space, it’s really common that they check the market for all different kinds of options before they start getting in touch with realtors about a showing.
It’s a normal behavior that you can capitalize on to make sure your listings get sold or rented out quickly…. via retargeting.
I’ll keep the technical explanation of how this works really brief:
If you have a listing you want to sell or rent fast, you can rig that listing with what’s called a retargeting pixel.
This strategy allows you remarket visitors who spend time on your website checking out the listing.
When the people who’ve seen that listing are browsing the web reading other websites or scrolling through their Facebook feed, for example they’ll see ads for the property they’ve already checked out because they’ve been to your website before.
And beyond the visual recognition and reminder of what the property actually looks like, you can use this retargeting to evoke the same emotions you evoked with your description copy on your listing’s page.
In a case study done by Think With Google, one luxury watch company saw a 1300% ROI with their remarketing strategies within just six months.
4. Implement an SMS Campaign With Your “For Sale” or “For Rent” Signs
Putting a “For Sale” or “For Rent” sign is probably already one of your first to-do items any time you get a new property in your portfolio.
And that sign probably already has ways for people to get in touch with you about it or to learn more about it. It probably lists your website, your phone number, and maybe even your email address.
But you can take that typical “For Sale” sign to the next level by using it as a lead-gathering magnet for an SMS campaign.
You’ve seen those things that say “Text ‘Coupon’ to +234-9039262702 to save 10%,” haven’t you?
If you live in any remotely civilized area in Nigeria, the answer is yes. You’ve seen them.
And these things are effective.
More effective than apps notification, because not everyone in Nigeria has a Smartphone, but almost everyone does have a mobile phone with SMS capabilities.
And on average, 90% of all SMS messages are read within 3 minutes of being received. With that said, creating a mobile app is still a viable way to promote your real estate business.
PLUS, not only do they prompt people to get in touch with you in a relatively non-committal way, it also gives you their phone number so you can, get this, actively reach out to them.
And I don’t mean scaring them away by calling them the instant you see that they’ve texted you for more info.
Because that’s just creepy.
Instead, I mean feeding them information about the property over a series of days, and then making a call or sending a message to see if they’d like to arrange a viewing.
For example, if you’re selling an office space in a popular area, you could put your sign in front of the office building that says something like “For more enquiries, send sms to +234-9039272702.”
Then, as promised, you respond to their text message with a few photos of the property and information on the property’s specs.
Over the course of a few days, send them more pictures (different ones, of course) along with interesting pieces of information about the property itself and the neighborhood it’s in.
This is a non-invasive way of selling, each text has the opportunity to opt out if they think the property isn’t for them, but it’s also highly personal because it’s information delivered to their phone which is one of the only devices in life equally as important as their house keys.
5. Video Footage of the Property
Recording high-quality video footage of a property works really well with remote home buyers who want to set up viewings before they get to town, or with renters who are presently out of town.
Video (with a professional camera crew, not your smart phone and a selfie stick) showcases the property in a way even the best pictures simply can’t.
It shows you (or someone else who’s really great in front of the camera) moving through the space, fitting into the space, and enjoying it.
It shows how things work together practically and helps people imagine themselves living out their lives (whether it’s their personal life, their work life, or their vacation) in that exact space.
It gets them emotionally attached to it pace and piques their interest to get in touch with you about coming to see it or booking it.
One of my favorite examples of this was when my Aunt decided to sell her home and relocate back to England.
She hired a videographer to follow her around and outside of her house while she talked about all the wonderful and enchanting aspects of it.
She saw buyer within 3days.
In the video, she’s happy, she’s open, she’s fun, and she’s relatable. And she clearly loves the house, which shows.
And while you watch the video, even if you live nowhere near Ajah (lagos state) or that kind of price range is out of your budget, you can totally imagine yourself living there.
6. Host a Biz-Friendly Event
If you’re selling or renting a commercial property, you can host an actual event that caters to the kind of businesses who’d be ideal for the space, or people whom you know could refer the right businesses to you.
For example, if you have a small property that’d be ideal for a small, boutique agency of 5-10 people, host a free networking luncheon in the space with a basic buffet.
Send invitations out to local owners of growing small agencies and to the coaches, accountants, and consultants that work with these agencies to come, network with each other, and check out the space.
Make sure to mention during the event that you’ve sponsored it, what you do as a real estate professional to help these types of businesses, that the space you’re standing in is available, and what kind of perks come with the space and its location.
7. Use drone photography
Take sweeping shots of the home’s exterior and surrounding landscape using drone photography. Use drone service to capture the perfect shot.
Use the photos to add an excitement factor to your listings. Video can be used to supplement your virtual tours or walkthroughs and show exterior features like patios and pools.
8. Automate Whenever Possible
Between creating ad campaigns and working on lead generation tactics, real estate marketing can take up a huge chunk of your time.
Since you’re busy juggling client needs, submitting paperwork, and more, this doesn’t bode well for your already busy schedule. While some activities need your monitoring, many of these tasks can be automated to help save you time.
To schedule social media content, use Hootsuite.
To send email campaigns, use Mailchip
To send appointment reminders via text, use VoiceSage.
Free up your schedule with these automation tools so that you can spend more time on value-added tasks like message follow-up, creating new client events, and writing engaging and informative blog content.
Automation also gives you more time to iterate and improve your entire marketing strategy for greater engagement.
You can create detailed customer description, so your marketing is more targeted, or you can spend more time in the community learning about your audience and helping them to get to know you.
9. Keep An Eye On The Competition
What are other realtors in your area doing? What do their websites look like? How active are they on social media? Take note of what competitors are doing then avoid their mistakes and replicate their success!
10. Sell the Neighborhood, Not the Property
Focusing more on the neighborhood the property is in than the property itself is the key.
As you approach a property with the prospective buyer, make sure you spend plenty of time pointing out all the perks of the neighborhood that lead up to the actual property’s location that you know they’ll be interested in.
If you know they’re foodies, point out all the boutique restaurants and what they’re known for.
If you know they like a good nightlife, point out the bars and clubs.
If art is important to them, point out the music venues, art studios, and nearby galleries.
By doing this, they’re already imagining themselves living life in and enjoying the neighborhood of the property before they even see the property in person.
And particularly if the property is a little less stellar or really isn’t anything “special”, they’ll be able to overlook more of its misgivings than you’d imagine if they’re already so emotionally attached to the neighborhood.
To be clear, this isn’t about tricking buyers into a space they’ll be unhappy with or that won’t work for them… but is more about giving them something that’s perfectly functional and gives them the lifestyle they’re after.
11. Make Yourself Easy to Contact
Put your contact info on every page of your website. Ideally, make an impressive contact us page that grabs attention.
12. Referral Incentive Strategy
And, finally, here we are talking about referrals.
You may already have a referral strategy in place, and if so, you’ve seen how powerful incentives can be for getting leads of the right buyers and renters for your property.
But if you haven’t started a referral strategy, start making a list of people you trust to send you quality referrals. (You know, people who you know won’t waste your time with ill-fitting referrals just for the chance of getting some sort of monetary kickback.)
If you don’t have anyone in your network or you only have one or two and you want more you can build out your list intentionally over time.
Think of the kinds of job roles and positions that come in touch with your target market on a regular basis.
For example, if you focus on selling starter homes in your city, you could list out marriage counselors, financial advisors, and mortgage bankers.
Once these people are in your list, start reaching out to them to find ways to get to know them, and if, after a while, you feel like they’d be a good person in your referral network, you could offer them your referral incentives.
Doing One Thing ‘Outside of the Box’ is Often More Than Enough.
Bonus tip: Measure Engagement for Real Estate Marketing Success
Turning a property around whether you’re responsible to rent it or sell it can be tough, especially when you’re in a buyer’s market.
But just because the cards are technically stacked against you doesn’t mean selling or renting a property as soon as possible has to be difficult.
Often adapting just one or two of these tactics into your property selling strategy will make a huge difference in how quickly you’re able to get offers and close deals.
Once you start implementing these tactics, you’ll need to measure the results of your marketing efforts to see which are most successful.
The more you test and monitor engagement, the more insights you’ll have on how to improve your real estate marketing strategy.
The goal of any business is always to increase leads, convert, and grow.
These marketing ideas will help you do that, so you eventually stand out compared to other real estate agents also working in your chosen neighborhood.
What do you think? Do you use any of these tactics already? Which of the ones we proposed do you plan to try? Let us know in the comments
Springital is one of the top online marketing & lead generation agencies in the world. We help small and big real estate agency get more leads and sales. How do we do it? With various strategies and processes such as content creation, social media marketing, conversion rates optimization and more.
If you want your business to get more leads, don’t hesitate to contact Springital so we can start studying your target market and your competitors. Then, we’ll help you define a marketing strategy. This is not it. We go further than just consulting. We execute the strategies for you to your processes will be automated and you’ll get leads and sales semi-automatically.
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