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Real Estate Digital Marketing in 2016

Have you ever thought your lead generation strategy could be better? You hear about other real estate teams seeing success with their tactics, but you’re not sure where you want to take yours. There’s the copy+paste route, where you could mimic them, but there’s an itch to try something new … to be the frontiersman leading the pack.

Getting there seems difficult. There’s so much to know — which is why we’re dispelling any doubts you have and sharing key insights into the world of digital marketing.

Digital Marketing’s Landscape … As It is Today

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Be Relevant. It’s the Key.

The power of the internet has changed expectations. Today, people demand personalization. They demand answers. And they demand immediate service. With all these demands, it’s created what we call ‘me time.’

ANGTFT: Ain’t No One Got Time For That.

When any individual uses technology, mobile devices, search engines, or email, their mindset is about themselves. It’s the time they dedicate to their friends, family, and colleagues. When someone breaks from work email and jumps onto social media for 5-10 minutes, to check on friends, do they have time for a message that interrupts their time? No.

When they jump from social media to quickly google nearby restaurants and click an advertisement that takes them to a landing page with unrelated information, will they be happy to engage the business? No.

This is why relevancy is paramount. Consumers are inundated with too much content and have too little time to process meaningless content, unrelated to their concerns, problems, and needs. Relevancy is related to the right message, right timing, right consumer, and right platform.

 

People are Online More Than Ever

Real Estate Digital Marketing

Data shows people are spending more than half of the waking day on/with tech and media. Additionally, the rise in mobile devices has led to a fragmented, multi-device consumer experience. Because consumers are constantly multi-tasking via multiple devices, we are carving out 31 hours of activity in a 24 hour day! Attention is a zero-sum game, so your marketing better be remarkable to earn that attention.

Time spent on digital activities shows no signs of slowing down.

Data is also telling us people are not slowing down their consumption of media, especially in regards to social media. When planning our your marketing strategies, you need to consider where your customers are, where they will be, what devices they’re using, and what they expect from you on each platform.

 

Expectations, Engagement, Trust – Their Role Today

Spray and pray marketing techniques are over. To achieve greater success in a growing competitive market, you should begin tailoring your customer’s experience. As we mentioned before, people demand speed and want things on the go. In essence, their mentality is “don’t make me think.”

So, where do you enter the picture? By answering their questions before they’re asked. In real estate, it’s easy to educate clients before they get serious (i.e. on buying a house or selling). You have blogs, social media, printable worksheets, videos, but it doesn’t have to stop with content. You, the real estate agent, can simply sit down with them, explain everything, and walk through the steps.

By doing this, you meet their expectations, you engage them, and you build their trust. This is in stark contrast to the old school model of push marketing, where you tout how great you are. Remember, the consumer’s attention is being pulled like a ragdoll. Make your moment meaningful.

 

What to Consider

Creating an attention-grabbing, trust-building marketing strategy requires work, and in the midst of your regular duties as a real estate agent. As you look to expand your business, this is the point where you want to research marketing technologies and look into hiring (or freelancing) marketing specialists.

Having trained hands take care of the marketing is does more than show results, it helps you focus on taking care of those leads they generate. Think of it as the 1-2 combo. They generate real estate leads. You nurture them to closing. By specializing your functions, you become more effective at increasing business.

Real Estate Digital Marketing

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