Six Social Media Marketing Strategies for Real Estate Agents

The real estate sector is one of the most globally recognized sectors. In India, real estate is the second largest employer after agriculture and is slated to grow at 30 per cent over the next decade.

The Indian real estate has come a long way from marketing through print advertisements, or sign boards. The industry has matured enough that buyers are now extensive researching online before making their final purchase. Your target audience is actively searching for sellers, brokers, dealers, and projects online, which makes digital marketing a lucrative contrivance for the real estate industry.

India has over 1 billion mobile subscribers and the number of Internet users has crossed the 500 million mark. No real estate company can afford to ignore the role of social media marketing in the online marketplace and in drawing prospects to its marketing funnel. Social media marketing drives Higher ROI with much lesser cost per Lead compared to other media.

Realtors without an online presence are missing out on opportunities - Big Time. Click To Tweet

According to a survey by Assocham, real estate firms in India spend about Rs. 2,500 crore per annum on advertisements and marketing, out of which 25 per cent is  spent on digital marketing. A recent study conducted by Tata Housing revealed that 3 to 5 years down the line online home sales will contribute 30% to the total revenue. Godrej Properties unveiled that it gets 20% of the overall sales online.

Digital campaigns you can boost your online sales with lesser cost and higher conversions. Click To Tweet

Today, it has become mandatory for every realtor to have an optimized online presence.

internet home search stats

Source: Digital Vidya

There is immense scope for realtors to utilize the power of social media marketing. If you are a realtor, you must go full power in social media marketing and leave no stone upturned! If you are passionate about your business and want to take it to the next level of success, implement a proper social media marketing strategy.

I give you 6 smart digital marketing strategies that you can immediately implement to build your brand and generate leads for your real estate business without hiring a digital marketing professional and spending too much money.

  1. Go Local!

    First thing first, create a SEO optimized property website with social sharing built right in so your friends and sellers can share their house with their friends and family. A website, when done correctly, is an incredible tool for generating business. Having a website will help you explain your expertise, qualifications and other information through which you can establish a connection with your prospects and customers.

    Most realtors service multiple cities and regions. However, when you start your website, focus on the main city you do business in first. From there, build out silos that target other areas.

    Optimize your website for search terms such as:

    • [City] real estate
    • [City] homes for sale
    • [City] real estate listings
    • [City] realtor
    • [City] real estate agent

    Make your website a resource. On a page like “Living in Chandigarh,” provide information on educational institutions, crime rates, median income, public transportation, and statistics on the average homeowner.

    When you put up your property for sale, highlight the local attractions to your prospective customers using social media channels. You can post pictures or review of the nearby cafes, or park and other attractive places, if any. Your target audience will love this extra bit of information and can make an informed buying decision. You can also post on your Facebook page or tweet about any upcoming event in the neighborhood. A lot of renowned real estate companies post such information and successfully attract a lot of fans and followers.

    Make your website mobile friendly. Mobile searches have surpassed desktop searches, making it essential for real estate companies to update their website so that it’s easy to access a mobile device. Your site’s mobile-readiness has a big impact on your marketing efforts.

    Home buyers love seeing a video tour of the inside of their prospective new homes. In addition to video tours, consider capturing testimonials on video, too.

    Give your users a big tap target, an easy inquiry form, and remember their information. If your site isn’t prepared for mobile users, you’ll lose them to sites that are.

  2. Write Blog Post on Homes You’re Especially Keen to Sell

    A real estate agent can represent hundreds of listings at a time, there are no doubt a few key properties that the realtor is particularly motivated to sell. One way to secure traffic to your site for those specific properties is to write blog posts. Each blog post should be 3000 – 500 words of unique content describing the home’s features in addition to the standard description and should target a specific property’s address, which perspective home buyers will be searching for using search engines like Google or Bing.

    In this case, you don’t have to worry about duplicate content. Google expects to see those descriptions of homes appear across the web. You won’t be penalized for including standard listing information. However, if you want to rank for the address as a keyword, you’ll have to include unique content, as well.

  3. Geo-Targeted Ads

    The great attraction of paid search marketing on search engines like Google and Bing is the ability to reach qualified buyers anywhere in the world. However, many industries and companies don’t benefit from being recognized around the world!

    Local realtors provide for customers in their regional area. Clicks coming from another state or region are just be a waste of advertising moolah.

    Geo-targeting tightens the lens when you’re trying to identify your targets. You aren’t paying for clicks that are designed to attract people outside of your region. A geo-targeted campaign zeros in on the people in your ideal area(s). It helps find consumers who are most likely to support your business.

    Geo-targeted ads are the bread and butter of driving traffic to your real-estate site. These ads come in many forms: Google AdWords, Facebook Ads or display networks on other sites.

    A lot of thought, investigation, attention to detail, and creativity are involved in producing an effective geo-targeted campaign. Thinking about all the moving pieces might overwhelm you.

    But there’s good news! iEntrepreneur account managers are ready to take this task off of your long list of things to do.

    Contact Us to schedule an appointment with an account manager to find out how you can generate local leads while saving money.

  4. Social Media

    When it comes to client relations, social media is a great way to start new relationships and strengthen existing ones. A realtor with an active social media presence is able to interact with clients where they are every day: Facebook, Twitter, Google+, Pinterest and Instagram. Do your research and find out where your target clients are most active socially.

    Real estate is all about relationships — any record you can build on social media that shows your expertise is important. When people vet you and discover a healthy, professional social media presence, it’s going to signal trust.

    As photos and videos are key components in real estate sales, Pinterest and Instagram are particularly useful platforms for realtors. On Facebook, consider joining location-based groups and on Google+, get active in local communities. Across all platforms, use social media strategically, employing hashtags like #realestate or #listing.

    More website traffic originates from social media than from internet searches, which means that it’s important for you to cultivate a strong social media presence to bring in new leads. With the number of active mobile social users growing steadily, an investment in social is also an investment in your mobile marketing.

    Here are some tips for using social to your advantage:

    • Using Facebook Ads to target clients by demographic, topic of interest and other factors can help widen your network.
    • Make sure you include photos and videos on your social media pages.
    • Don’t overload yourself by creating accounts on every single social media platform. Choose a few and stick to them.
    • Be aware that customers may contact you via social media, so be prepared to offer quick replies.
  5. Publish a Newsletter

    If you are serious about your long-term success, you should consider publishing a weekly or monthly newsletter with updates on current mortgage rates, changes in real estate laws, benefits of home ownership, how to develop a real estate investment portfolio, health checks on the local market, and so on.

    All current and prospective customers would appreciate the insights from such a newsletter, as it shows your knowledge and commitment to the business.

  6. Mobile Marketing

    The real estate industry is arguably one of the most tech savvy when it comes to using new technology and new forms of media to market, advertise and sell product. This has provided real estate professionals with numerous tools to aid their business in marketing, selling, tracking and managing existing clients and prospects effectively.

    One of the main, and most useful, tools of the trade has been the smart phone. These devices have changed the landscape of finding and selling real estate. More importantly, they have become necessities for real estate professionals looking to market their services as effectively as possible.

    Real estate companies can make great use of mobile marketing to bring in new leads and to maintain customer loyalty. Tools such as text messaging, mobile apps, social media, video, and online reviews are all accessed on buyers’ mobile phones and can be used for real estate marketing strategies.

    Video is an essential part of mobile marketing. Real estate companies that include videos receive as many as 400 percent more inquiries than companies that don’t. There are several ways you can use video to market your agency. You can post them to a variety of platforms, such as your company’s website and your social media pages, including Twitter, Facebook and YouTube.

    Today more than ever, customers depend on review sites before making a purchase or employing the services of a company—88 percent of consumers check out review sites before making a decision. Reviews should be a part of your marketing. Be proactive and take control of your presence on review sites by following up with clients after a transaction. Ask them to fill out reviews on Google, Indian Real Estate Reviews, Indian Property Review or any other review site that’s relevant to your company.

    Text messaging has pretty much taken over voicemail across all generations. For real estate agents who need to juggle schedules for showings and appointments, texting is an efficient way to contact clients and make sure their message gets through, reducing no-shows. Text is also a great way to do outreach to potential clients. As the popularity of mobile increases, customers are more and more inclined to respond to marketing that’s done through mobile.

You must track your social media activities at regular intervals. This will help you understand which social media website works the best for you.For tracking and monitoring, use HootSuite analytics, Google Analytics and Facebook Insights. Based on your analysis, you can repeat your marketing strategy or improve upon the existing plan.

Rohit Kuttappan

A genial, soft spoken and friendly professional, Rohit helps startups, small and medium enterprises in Punjab, Haryana and Delhi area to build a positive social reputation and have maximum conversion rate in online marketing by running effective campaigns in Facebook, Twitter, LinkedIn, Google , YouTube and high traffic websites. Rohit has been involved in the marketing efforts of a number of start-ups and have consulted and managed the social media campaign of some small and medium businesses. He is well experienced in digital marketing for education, hospitality and retail and realty verticals.

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