Real estate marketing online is the wild west. There are good guys, bad guys, and plenty of ugly.
Real estate marketing is all about building your personal brand and creating an environment where your prospects feel comfortable reaching out to you, or “converting,” as they say in the biz.
Unfortunately, there are many real estate agents who completely missed the memo. There is no shortage of real estate agents getting into fights on social media, posting low-quality photos, typing in all caps, and making other generally hilarious blunders on the internet.
Trying to dive into real estate marketing, especially without any background in digital communications, is a remarkably tough thing to do.
Linkedin and other social media outlets are overrun with self-proclaimed marketing gurus full of inspirational advice, but have little content for scrappy real estate agents trying to do their own marketing, especially from the ground up. Don’t worry, you’re not alone.
At Indulge, it’s crunch time 100% of the time. Indulge agents do all of their own marketing, social media, and also manage most of their own sales pipelines (with the help of assistants.) In the real estate marketing space, they’re the real deal.
Why is real estate marketing important?
Real estate agents are marketers whether they realize it or not.
Marketing is the process of converting unaware prospects into fans, and eventually into buyers. This is also known as a “buyer’s journey,” and each step on that journey is reflected by a stage in the marketing funnel, and a good real estate agent will manage this process every step of the way.
In 2016, a reported 80% of buyers were looking for homes online. Furthermore, 42% of buyers list searching online as their first step when looking for a home, and a whopping 68% of first-time home-buyers are generation Y.
For digital marketers, this is a dream come true. For real estate agents, it's a reason to start relying heavily on technology.
Maryann’s real estate marketing pro tips:
The top of the real estate marketing funnel is where you build your audience, and you don’t build an audience by being starchy and corporate.
Be yourself, be sarcastic, be funny. Your prospects are connecting with a human being, not a corporate entity. This means it’s okay for you to talk about things on social media outside the realm of real estate.
It’s your personal brand, meaning your audience is literally connecting with you as an individual. And individuals do more than just upload photos of property all day.
Most importantly, you have the freedom to speak your mind and be yourself, which will attract like-minded people and keep them coming back for more of your originality. Nice!
Make fun content
Real estate content is a goldmine. You’ve got a bunch of different properties, tons of potential content to be made, and it’s up to you to get it in front of people’s eyes.
It’s all about making content that is easy for people to engage with. If you create a quiz that requires users to click a few links and register with their email address, no one is going to fill it out. Social media is all about fun, and most certainly not about asking your users to do heavy lifting.
- Speak plainly, the way you normally would when speaking out loud.
- Respond to comments, DMs, tags, etc. Don’t leave your fans hanging!
- Share stuff that’s relevant to your target audience, which is most often in the form of properties in the neighborhood.
- Use as many pictures and videos as possible. Visuals give your users something to engage with and subconsciously speaks to them before words ever can.
Answer real estate FAQs upfront
Do your customers know that the property seller pays for you, and not them? They should.
Not understanding down payments, having a high debt ratio, not understanding the housing market, the list of reasons buyers never pull reach out to an agent goes on and on. Answering some of these questions upfront in videos, written, or graphical form, can show the buyers that you’re worth reaching out to about this stuff.
Upon being invigorated with real estate knowledge, buyers might even come up with questions of their own and ask you on the spot. Get those answers out there and bridge that gap so that your buyers don’t have to.
Don’t try to win everyone over
Your audience is its own demographic, and should be addressed accordingly. However, it’s critical to understand that not everybody out there is going to be won over by what you’re putting out, and that’s perfectly fine.
If your real estate Tiktok challenges alienate a couple people, for instance, it’s their loss.
By speaking to a specific audience, you’re able to draw them into the “circle of trust” by really speaking their language. Being able to shed certain demographics in order to resonate with another generates a specific trust that can’t be generated any other way. It shows your audience that you’re all-in with them.
Trying to appeal to everyone will result in posts that sound corporate and lame. They are connecting with you as a human being, not a corporation.
Growing your audience
It’s totally cool to turn your personal social media accounts into your business accounts. Instead of starting from the ground up, this way you’ve already got an audience and engagement built right in.
Plus, if anyone on your friends lists is looking to buy a house, you’re instantly bumped to the front of their queue simply by existing.
Just be sure to let your overly-opinionated relatives know that your social media accounts are now officially off-limits for conspiracy theories and general political mayhem.