What it is and how to do real estate marketing

If you are a Real Estate Agency you may wonder  what real estate marketing is. We can define it as a series of analyzes, projections and strategies to achieve the promotion, in a broad sense, of a brand or a product, in this case real estate (houses, homes, apartments, buildings, plots, parking spaces, hotels, etc. ).

So, follow two main steps that are the acquisition of real estate Islamabad for sale or rent and, subsequently, find people who may be interested in that type of property and its characteristics.

Therefore, the difference between real estate marketing and real estate sales is established in the process itself. In the first case, which precedes the sale, we talk about the actions that the professionals of the sector carry out to establish contacts with potential clients or investors.

In the case of real estate sales, we refer to the work of commercials or sellers, that is, to get potential clients to become buyers of that house for sale.

Experience has shown us that the real estate market is a profitable but very changing business. Therefore, if we are able to look at the social and economic situation, we can establish the real estate marketing strategies necessary to succeed in the sector.

First of all we have to get away from the old and stale real estate advertising techniques such as putting up posters in the houses and taking walks with a real estate agent visiting properties.

Whether we are looking for a rental or if we want to buy a house, now almost the entire sector is in the digital world, and it is precisely in Internet marketing where you can capture the majority of potential clients, who are looking for a property and compare between All the information available on the network.

This is why it is so important that the real estate marketing expert knows not only the situation of the sector, but also how the main stakeholders behave, in order to define their real estate advertising strategy.

The real estate marketing plan

A good advertising agency will advise you to create a real estate marketing plan , or what is the same, to establish a roadmap to achieve the objective we have set.

This strategy, which in traditional marketing is based on the marketing mix, consists of several elements to analyze and establish, which we tell you in the article How to make a traditional and digital real estate marketing plan .

  • Study the market, the competition, and what I can offer that sets me apart.
  • Establish the objectives and strategies to follow with the product, the price, the distribution if any, and the promotion.
  • Control of results and economic estimates of costs and revenues.

Traditional marketing strategies for real estate

When there was no Internet and you wanted to sell or rent a house, you used exclusively what we call traditional or offline real estate marketing.

An example is all the advertising of real estate developments that reach us in the mailbox or that leave us on the windshield of the car. But also the advertising that we find in newspapers, radio, television, posters on the street or in marquees.

Therefore we are talking about direct marketing or outbound marketing, which could be defined as the way to give information to someone who cannot respond and has not asked for it.

In this line are also sports sponsorships, such as that of the Tecnocasa real estate portal with the first division team Getafe Club de Fútbol. In addition to public relations actions such as dam wheels, or even the shop window of a local.

Another important aspect of traditional marketing for real estate is that the real estate agent has to capture requests for information, because without them it will hardly reach the sale.

Offering the right person what they need is the best way to understand real estate marketing , in order to achieve customer confidence and therefore the sale.

Digital marketing strategies for real estate

The estate agencies have to adapt their communication to the new techniques of online marketing because the Internet is where most of the target audience.

Real estate content marketing or inbound marketing is very fashionable , which is the creation of content of interest to our potential clients, either through a blog, a YouTube channel, or with good photographs.

And this is achieved through SEO positioning , or what is the same, improving our visibility in search engines such as Google, to appear in the top positions of unpaid searches.

Another aspect to consider is the  SEM positioning for real estate agent like sky Marketing, or means to appear in the first results of search engines but paying. This is achieved by entering Google Adwords , that is, by purchasing an advertising campaign for real estate agents , or by inserting advertising in a real estate portal or a media outlet.

We also find email marketing for real estate , which is based on sending the traditional newsletters via email to our clients or target audience.

Finally, we cannot forget the real estate marketing in social networks , to create a direct and trustful relationship with our followers, and also get more sales with the publication of content that hooks.

Real estate branding and real estate marketing examples

We could say that real estate branding begins with post-sale , when we have managed to know the needs of our clients and offer them what they want, it is time to expand sales and our prestige as a brand.

This is where the corporate image comes into play, one of the fundamental parts of real estate marketing for market differentiation , and that will help boost brand identity, or what is the same, what customers think about your company. Capital Smart City is following this property

If you manage to improve your brand image in the real estate sector it will be possible to increase your areas of expertise and your value to your potential clients, which will once again positively impact your sales.

Some of the examples of real estate marketing that will help you thrive in the sector is the recording of videos on YouTube about homes and their surroundings, because it is easier for a client to be attracted to an image than reading a text with descriptions and characteristics.