The Definitive Guide to Real Estate Digital Marketing in 2021

By Pradeep Dabas

Following the ban on flights and ferry services from the United Kingdom, there are fears that the new strain of coronavirus may already be in Ireland. It spreads more readily and is more transmissible. Professor Luke O’Neill, a leading immunologist, has called for the reinforcement of stricter restrictions to curb the spread of the new strain of the virus.

If stricter restrictions on physical interactions are to be introduced, then it will make things more difficult for the real estate industry that’s already stretched thin. Reliance on digital marketing techniques to attract buyers will even be greater in 2021. Some property managers are already feeling overwhelmed by the breakneck pace at which technology is progressing in the real estate industry. It’s understandable. Lead generation in such a challenging environment and competitive industry isn’t easy. These lead generation strategies will help you to bring in clients despite the rapidly evolving business environment:

1. Leverage Positive Customer Feedback

Clients are now unable to conduct physical tours of your properties. This means that you’ll have to let your results speak for themselves by establishing customer reviews and testimonials system to build your reputation. You can establish a reviews page on your website, create videos with customer feedback, and publish testimonials on your social media pages and major real estate websites. Setting up a referral program can also help.

In the event of an occasional negative review, it shouldn’t worry you. You can read here how to turn negative reviews into something positive for your business here.

2. Use Social Media To Increase Traffic and Awareness

Going into the new year, social media presence will become an indispensable component of your marketing strategy. It’s no longer a luxury you can choose not to explore but a necessity. LinkedIn, Facebook, Instagram, and Twitter can help in creating awareness and generating traffic. You can also use TikTok to share creative videos about your property.

Social media marketing is a cost-effective way of generating leads due to its precise targeting features. You can grow your online community and increase traffic to your listings.

3. Segment Your Leads

Segmenting your leads will give you great insights on how best to improve your conversion rates. You can segment your leads based on how much they interact with your brand, demographics, buyer personas, or purchasing habits. This enables you to focus your efforts only on qualified leads and nurture them to conversion.

4. Develop an Effective Video Marketing Strategy

Most consumers prefer video content over written texts. This is because they find it easier to retain 95 percent of the information in video content. As a property manager, this is exactly what you’re looking for- to keep your brand at the back of your client’s minds. Therefore, video content is a must-have in your marketing strategy. Some of the ways of incorporating video content into your marketing strategy include:

  • Interviews with clients
  • Question & Answer live streams
  • Informative videos such as How-To Guides
  • Videos of local community events
  • Tours of your listings, explaining various features

Here’s a great example of a listing video from a real estate company in Ireland.

5. Create Great Engaging Content

Besides video content, you should also create high-quality engaging content for your audiences. This helps to establish your brand as an authority in the industry and make you trustworthy. You can create newsletters, community magazines, blog posts, and infographics. You can also start a podcast to offer helpful insights on property management to your audiences. 

But great content goes hand in hand with local SEO to improve your search engine results visibility. Leverage local SEO to push your content higher in search engine results page rankings. Claim your Google My Business Profile, get listed on local online directories, and build your backlinks.

6. Make Your Website Stunning

Without a stunning website, all your marketing efforts will count for nothing as your conversion rates will still be low. A slow outdated website also makes it hard for you to leverage new technology such as 3D virtual tours to capture the interest of prospective clients. It’s therefore important to ensure that your website has these 12 smart features for increased lead generation and conversion. In case you don’t have the budget for a website upgrade, you can apply for a website grant. The Local Enterprise Office, Enterprise Ireland, and Social Welfare have different grant programs to help businesses make the digital shift and survive the economic impact of COVID-19.

Besides these tips, it’s also important to regularly review and update your website. Update your content too to reflect the latest events and trends in the real estate industry. This ensures that your website has valuable content all through and elevates you as an authority in your field. 

Balancing property management and digital marketing can be quite overwhelming. It’s better to hire an experienced digital marketing agency to take care of your marketing needs while you focus on the business. Salt Marketing has years of experience and expertise in creating highly effective digital marketing strategies for brands. Our digital marketing strategies cover social media marketing, search engine marketing, email marketing, and website optimization. Get in touch today to learn more about how we can help you start 2021 on a high.

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