When you’re a real estate agent marketing comes with the territory. At one time that meant buying expensive print ads and flyers. Today, digital marketing is where it’s at. But many agents don’t fully take advantage of online marketing channels.
What are they missing? Check out four real estate marketing tactics your competitors probably aren’t using effectively.
Search Engine Optimization (SEO)
Over half of home buyers under age 70 start the process online. In order for your website to be seen you’ve got to have good placement in search engines like Bing and Google. That’s where search engine optimization comes into play.
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SEO techniques help the search engines read your website and figure out what it’s about. This helps the search engine decide when to display a website on a search result page and how highly it should be ranked. Without good SEO it will be difficult to get a top spot.
WARNING: Avoid black hat SEO practices at all costs. Cutting corners and trying to trick the search engines will do nothing but get your site banned. In recent years Google has really cracked down, so better safe than sorry.
Another way to get to the top of search engines is through pay-per-click ads. PPC ads are more immediate than SEO, and they allow you to craft a geotargeted marketing message. Real estate agents should use this underutilized marketing resource because it’s also cost effective.
With PPC you only pay when someone clicks on your ad to learn more. The fee per click is generally very low, but the price depends on the keyword you want to show up for.
Given that 34% of homebuyers are Millennials and 86% of Millennials use social media , this is a marketing channel with limitless potential for nabbing first-time buyers. Agents may be using social media, but few of them use it as an effective marketing tool.
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Why is that? Because they fail to realize social media is an ongoing process. It’s only effective if you’re active and connecting with other users on a regular basis. You have to add content to your accounts at least few times a week or your audience will drop off.
It’s also important to drive traffic with social media. The ultimate goal is to get users to bounce from the social media platform to your website. Linking back to your website, blog or MLS listings is critical.
Okay okay, we know most agents do use email in some way. But the kind of email we’re talking about references well-thought-out marketing campaigns through email. According to Kissmetrics, email is still one of the best marketing channels today. It’s particularly effective for marketing to leads and past clients. You can set up drip email campaigns that provide a natural way to stay in contact.
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When it comes to ROI, email marketing is hard to beat. By that we mean an average of 3,800% ROI. VentureBeat ran the data and found if you spend a $1 on email marketing you’ll see about a $38 return.