The world of traditional real estate marketing has changed. The days of physical house-hunting by trolling through a neighborhood or rummaging through newspapers and property magazines for listings have shifted to on-demand customized real estate content that is accessible at the click of a button. Property buyers and sellers are looking for specific information that’s valuable to them
To make your business stand out you need to provide this.
What’s more our lives are busier than ever before. People are pressed for time, and with a global pandemic still holding, customers are even more hesitant about visiting a site that may not have potential.
That’s why for any real estate business, big or small, implementing a smart marketing strategy that understands its customers is imperative. If you hope to reach your target market and generate leads that feed into your sales funnel, you need to know how to get your clients’ attention.
A professional real estate marketing agency can help you do just that!
Before we discuss how a real estate marketing agency can help your business grow, let’s find out what exactly they do.
If there’s one digital marketing truth that every business knows, it’s this: winning attention online today as a real estate professional is hard. It’s harder than it’s ever been before because you’re not just competing for attention against other real estate agents, but on platforms like social media you’re competing against people’s families and friends, the things that interest them, and the things they care about. It’s tough to be noticed.
On Google, you’re competing for attention against
Ratings and reviews websites
Lead generators with big advertising budgets.
If you hope to attract clientele and do well, either you keep up with the digital strategies that can help you cut through the noise and be noticed, or you can go to a third-party specialist for help.
As a real estate agent, one of your most important roles is that of a marketer. You're marketing your clients' properties and your community to potential buyers. What’s more, you’re also promoting yourself and your services. But as so many of your clients have moved online—93% of people visit a website when searching for a home—you need to have a digital presence that not only promotes your business and your services to potential customers, but also generates leads and answers questions for each of your clients' queries as they arise. This requires a lot of time, commitment, and attention to detail… time and energy that you are (rightly) dedicating to your main job—selling properties.
Managing your firm’s real estate marketing needs is a full-time job on its own. If you feel that your efforts at marketing yourself or your business have peaked, a qualified and experienced real estate marketing agency can help you map out a strategy that can take your real estate business to the next level.
Here’s how a real estate marketing agency can complement your business:
Let’s face it, you’re a business owner and real estate expert, not a marketing authority. And while you can learn how to craft a workable real estate marketing strategy, it’s not your area of strength. If you want to take your business to the next level, you need mentorship and outside help. Hiring a real estate marketing agency can help bring long-term growth and sustainability to your business. Here’s how they can help you:
Look at any business—even those outside the real estate sector and it's rare to find a company owner who is also the head of marketing. That’s because good marketing strategies feed off fresh ideas. That’s why in the long run, it’s good business sense to have a full-time marketing and advertising team building and evolving your real estate campaigns. Not only do real estate marketing agencies hire experts, but they base your campaign on real market data and feedback so that you get maximum results.
When you reach a place in your business’s growth cycle where you are ready to expand, you need more hands-on deck. As a real estate agent, your business falls in the B2C category. This means that there’s plenty of room for a real estate marketing agency and its specialists to augment your marketing strategies. When you bring experienced real estate marketing knowledge and expertise on board to supplement your business strategies, you’ll grow faster.
It’s no secret that there’s more to Search Engine Optimization (SEO), and Google ads than plugging a few strategic keywords across a body of writing. A real estate marketing agency can bring attention to detail, consistency, clarity, and creativity to your business’s marketing strategy. What’s more, they know what works where and can guide you so that you are making the most of online marketing tools.
Selling real estate and buying through an agent are emotional transactions. What people think of you and your business matters. You want to establish trust, transparency, quality service, and loyalty as your brand’s strengths. That’s why the consistency of your brand message is important. If your real estate brand’s marketing message is constantly changing, people will see you as less honest and reliable. On the other hand, if your message is consistent and validates your brand promise, more customers will see you as a real estate entity they’re comfortable working with.
Not only can a professional real estate marketing agency help you find your brand voice and image, but they can also maintain, regularly update, and sustain this through your website content and social media profiles. A good real estate marketing agency will help you manage and update your social media, web content, pictures, videos, property listings, and neighborhood and home searches regularly so that your brand awareness amongst your audience increases.
Real estate marketing agencies are experts in their fields. They’ve spent years figuring out how to get the biggest bang for your buck.
One major factor in successfully expanding your real estate business is to develop a marketing budget and stick to it. However, when a business is scaling to grow, they are lots of unforeseen expenses that arise. A real estate marketing agency can make you commit to 10% of your gross commission income (GCI) to marketing and lead generation. And when you hire professionals to do the job, your lead’s funnel remains full, and you don’t mind spending on keeping your business on a growth trajectory.
There’s so much more to making an effective real estate marketing strategy than uploading content on your website. There are hundreds of avenues in addition to your website where you need to be spending your marketing dollars. This includes email marketing, social media marketing, postal marketing, landing pages, SMS autoresponders, and marketing reports, etc. A real estate marketing agency will do the research and only make you commit your money where it is needed.
The best thing about smartly executed digital marketing is that it can be done by a business of any size. When you hire the right digital marketing experts, you can cut down the overall costs by getting a lot of work done through the agency. Furthermore, you can get access to the latest and premium marketing tools without spending an additional sum of money on them.
Through effective tools and strategies, a real estate digital marketing company can help you scale what works for you. It can help you expand your customer base without increasing your workload or by hiring more people in-house.
There’s no denying that your plate is full. You are responsible for business development, customer service and fulfillment, marketing planning and execution, payroll management, and so much more. With so much to do, it’s easy to let your marketing strategies slip.
Outsourcing your real estate marketing functions to an agency frees up your time so that you can focus on the important things. A real estate marketing agency takes on your business’s marketing and advertising tasks—often at a lower cost to what you were managing inhouse and executes it to higher efficiency.
Time is the ultimate currency. So, reclaiming your time to work on revenue-generating activities is always a win for your business. Bear in mind that it requires a team of experts who work on various aspects of your marketing campaign to drive the best results. This includes content and graphics, email and social media marketing, SEO and PPC ads, and more. When you hire a real estate marketing agency, you can be assured that the work done has been automated and is handled by professionals. You can therefore focus on managing the other aspects of your business.
As the biggest drawback of conventional marketing is that you can’t concretely track your audience, a real estate marketing agency can bring you the flexibility to design specific strategies that come from knowing who your online visitors are. It can help you drive your target audience by tracking data and monitoring analytical metrics so that you can gain greater penetration with your viewers.
Tracking your audience and their behavior is one of the best strategies that you can use to become successful as a real estate agent. Many real estate brokers focus on a niche market and become an expert in that area. As a real estate marketing agency is monitoring all digital leads into your sales funnel, they are better placed to give you an idea of who your target market is and what’s driving them currently.
An agency is monitoring wider swaths of data, so, they know what risks are involved with a campaign, and most importantly where the market is headed in the short and long term. For example, a real estate marketing agency that knows about a new school project, hospital, or strip mall being built locally would change their marketing strategies for you to benefit from the information accordingly.
According to the NAR, there are over two million real estate agents in the US. The city of Los Angeles alone has a record 39,307 active real estate agents. Chicago, Houston, and Phoenix also rank near the top with over twenty thousand working real estate agents. With so many professionals working in the field, it’s a good idea to keep track of what your competitors are doing. A real estate digital marketing agency can offer industry insights and trends that may not be available to you otherwise. They can also give you the flexibility to analyze the business strategies of your competition and take inspiration from them. Real estate marketing agencies keep a close check on your competitors so that you don’t fall behind on what others are doing.
What’s more, a real estate marketing agency has the perfect emotional distance from your business to give you honest feedback. They can analyze the weaknesses not only in your marketing and advertising strategies but can also identify areas of your business where improvements are needed. As they help you recognize your customers, they can also guide you on how to better communicate with them.
And finally, one of the best things about working with a real estate marketing agency is that while you can safely hand over the strategizing work, content creation, and ideas to the specialists, you’re still in the driving seat about where things should lead. The right real estate marketing agency will listen to your thoughts and suggestions and bring them to life in the best way possible.
So, if you’re a small firm or large, a new agent, or an experienced veteran of the industry, get in touch with us to find out how we can help your business grow.Back to blog