Shifting Your Digital Strategy in a Changing World
2020 was a bumpy year in general and it changed how many had to conduct business. Brands that offered in-person services had to adapt. Even with the vaccine rollout, it doesn’t appear that things will go back to the old normal. People are more conscious of the germs they run into out in the world and have actually come to prefer online interactions and other innovations like curbside pickup more than they did before. So instead, we are looking at a new normal, including for real estate business.
So what should real estate business be focused on as we move into this new normal?
And what marketing strategies can help?
Let’s take a look.
First, it is important to note the real estate market in general and the changes that have occurred. During 2020, prices were up and the number of days a property was on the market was down. These were good numbers for home sellers. However, the number of active listings was down considerably because of the need to stay home during the pandemic. With things beginning to open back up, that tide is slowly changing.
In the past, real estate was mostly done in person, with clients going to see multiple properties sight unseen to see if they were interested in it. Prior to the pandemic, there was already a shift to people checking out property photos online to see if they were interested in even visiting the property, and that digital trend amplified during the pandemic. In this new normal, people are expecting a bigger digital presence and service, even for real estate.
So what does this mean for you? It means that you need to focus on two things. One, is that you need to get people interested in buying and selling properties and hiring you for your services. Second, it means that you need to have a bigger digital approach going forward, if you haven’t done so already.
5 Marketing Trends for Real Estate Businesses
Here are 5 digital marketing trends that can help boost your brand in the days, months and years to come.
1 | Up Your Social Media Game
Social media is required more and more each day, and that isn’t just because of the pandemic. People are looking for and following businesses online. Use this to your advantage by using your organic and paid socials to build trust with your audience. Building trust is one of the first steps in the sales pipeline and when people trust you, they are more likely to use your services over someone else. Some ways to up your social media game include:
- Tailoring your paid social ads by audience (e.g. buyers vs. sellers)
- Using the platform to answer questions and encourage engagement
- Showcase your reviews, testimonials and achievements
- And of course, share your listings
2 | Claim Your Nextdoor Business Page
Instagram, Facebook and other big name social platforms are great but it’s also important to think of digital platforms that are focused on homes, neighborhoods and services, especially if you are in residential real estate. One such platform is Nextdoor. You’ll want to claim your business page. This allows you to share how people can contact you and can even help you reach new prospects easily.
3 | Tailor Your Emails
Put your marketing into overdrive and utilize emails as part of your holistic strategy. A few tips to help you improve your emails include:
- Knowing your audience (collect data about your customers’ preferences, needs, etc. and segment them into groups)
- Tailor your emails by audience (this includes the content and sending to a specific segment of your audience; in other words, don’t send an email about selling a property in an upper class neighborhood to someone who is interested in selling a property in a middle class neighborhood)
- Engage with past clients (your past clients can help you generate new leads by providing referrals and testimonials, so make sure you stay in contact with them)
4 | Invest in New Technology
The in-person-only climate is a thing of the past so invest in new technologies that will help you sell properties in a digital world. One such technology is virtual reality (VR). Providing a VR tour of a property is engaging and can help drive a prospect to the next step in the sales pipeline. These tours can even be viewed at any time of the day, helping you move people through that pipeline even faster!
5 | Video Drives Engagement
Video is the most engaging form of content in the digital world. It allows you to connect in a more personal way online with your audience, leading to more prospects. Some ideas for video include:
- Video tours of a property
- Video testimonials from previous clients
- Live stream, which allows you to engage with your audience in real time and answer their questions.
An Invested Partner
Having an invested marketing partner can help you fill in the holes in your marketing strategy, bring fresh ideas, and allow you more time to run the day-to-day aspects of your real estate business. Attuned is different from other marketing firms because we take a holistic approach to marketing and truly care about your success! Contact us today to learn more.