With ongoing technological advances and the emergence of new platforms, marketing has now become somewhat of a fluid concept. The real estate industry in particular has undergone rapid change over the past few years. While some agencies have been slow to grasp the new tools available to them, others have embraced the ever-increasing variety of ways to reach potential clients. Gone are the days of relying on letterbox drops and ‘For Sale’ signs. While they still have a role to play in today’s marketplace, research shows that both buyers and vendors are preferring to do their research and browsing online.
It is highly recommended that an agency develops a marketing plan that details budget, brand and positioning. This will ensure all marketing activity is brand consistent and works toward the identified objectives. Developing a set of actions and relevant timelines should also be a part of the marketing plan. Each tool is suitable for different deliverables and therefore, will benefit from strategic planning rather than ad hoc use. Finally, the plan should include some form of measurement to ensure your actions are achieving the desired result.
Content creation is key. The right content, written using your brand’s tone of voice, will assist in developing your agency’s credibility and reputation, and will also contribute to your position in the industry. Real estate content should be descriptive, insightful and keyword-rich to ensure high rankings on search engine results. Content should also work well with complementary promotional items such as real estate photography and video.
Communication online should be consistent across a variety of platforms including the agency website, email, social media channels, real estate portals and even blog posts. There is no need to try to establish the business on each of the many social media channels out there, but rather pick one or two (eg. Facebook and Twitter), learn how best to use them and then focus on getting the most traction from your posts on those platforms. Each communication is an opportunity to engage both potential and existing clients. Post content regularly but avoid overuse of any one platform and use images and video to reinforce your message and to attract the attention of both clients and search engines.
Some simple tips to remember:
- Develop a marketing plan
- Pick one or two social media platforms and use them well
- Consistently update your website to ensure that the content is relevant, interesting and up to date
- Use photographs, video and other media to enhance your communication
- Regularly review your marketing activity to ensure you are achieving the desired results
- Employ the services of a professional marketing firm to take things to the next level
If you are unsure which tool is right for your business, then it is worth investing in the services of real estate marketing professionals such as V-Mark Design. V-Mark can assist with the development of content, imagery and video that will ensure your real estate agency stands out from the rest.