As you already know, to save time in real estate you need to rely on good communication. Indeed, the advantages of communication and marketing in real estate are numerous and make it possible to reduce the sales period. But in the beginning, there is an indispensable tool: the marketing plan. Having an effective real estate marketing plan means knowing how to position yourself, define your objectives, implement a strategy, find the right tactics and measure the results. Banana Republic Office gives you its advice and offers you to discover some figures proving that digital marketing improves the sale and the market absorption time.
“Know your enemy and know yourself”, said Sun Tzu in The Art of War. Knowing your positioning and how potential customers perceive you is an essential first step to being able to differentiate yourself from the competition (of which there are many in real estate).
Start by taking stock, analysing your strengths and weaknesses and doing the same with those of your competitors. Start with your current customers and define your target (expectations, needs, satisfaction and dissatisfaction). Identify your growth opportunities. What new markets are open to you? What are the consumer trends? Don’t forget to take into account the potential obstacles, whether economic, legal, etc.
By considering all these elements, you will be able to define your positioning and find areas of differentiation that will encourage your customers to choose you.
Ask yourself what the ideal results would be once the property marketing plan is in place. These are your goals. Keep in mind, however, that your goals must be realistic and achievable. Setting unattainable goals is counterproductive. Also make sure that your entire team accepts this new property marketing strategy.
Your goals may include a new target, meeting a specific timetable, getting the resources you need for your development in terms of materials, staff and service providers. Don’t neglect the marketing budget, which should include all costs and the forecasted number of property sales or mandates.
Be careful not to spread yourself too thin. The trick is to set a global strategy with a triple objective. For example, your digital strategy may have three objectives
1) increase traffic to your website
2) reach new customers;
3) facilitate prospecting = improve sales.
Now that you know the objectives and the target audience, it is time to set up the real estate marketing strategy. It is essential to plan your marketing actions and to make your tools profitable.
Internet marketing strategy differs from traditional marketing strategy in that it is about getting customers to come to you instead of going out to find them. Indeed, many consumers have the reflex “internet” before buying. This is called inbound marketing.
Inbound marketing is about attracting all kinds of people, turning them into prospects, then into customers and the (best) ambassadors of your company.
Since they come to you and not you who go looking for them without their consent, potential customers are less suspicious and more confident. This makes it easier to create engagement, prove your expertise and increase your brand awareness.
Good to know :
According to a Demandmetric study, the cost of inbound marketing is on average 62% cheaper than a traditional marketing strategy.
Defining the objectives and the strategy: that’s done. Now what are the concrete actions to implement ? Some web marketing tools are effective in real estate to get new prospects and leads. You may already have these tools, you just need to optimise them. These include your real estate website, your professional blog, your ad portal, your emailings and newsletters, your social networks.
There can be many marketing media in real estate, both print and digital, the advantage is that they can be exploited in different ways depending on the location, exposure and target.
It is essential to create quality content that will not only attract, but also convince your customers, encourage them to take action and build loyalty.
While awareness is not always easily measurable, key performance indicators, also known as KPIs, are essential for measuring the success of real estate marketing campaigns and for establishing areas for improvement.
These include:
Beyond these data, you should also be able to measure your results via the increase in the number of mandates or real estate sales and your turnover.
What better way to show you the effectiveness of a real estate marketing plan than with figures? Here are a few figures.
64% of users of social platforms make purchases (source: Accenture).
95% of real estate transactions are online, 46% organic traffic, 37% direct traffic (Source: Desktop).
47% of online visitors are between 25 and 44 years old. Women represent the majority of visitors (59%).
62% of visits are made via smartphone.
Read our article on the benefits of communication and marketing in real estate
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