Your Real Estate Marketing Strategy

The beauty of Marketing lies in its versatility, a game that transcends various industries and fields. There are no limitations on execution, but the approach differs significantly for each sector.

Marketing is the story you tell about your product or your services, with each having its unique approach. For instance, someone selling chocolate bars will employ a different strategy and narrative compared to someone providing education courses, and vice versa.

Now, let's delve into a bit about me. If personal anecdotes aren't your cup of coffee, feel free to skip this paragraph. However, if you're a creative person, chances are you're curious – and that's why you'll probably read on.

One of the aspects that made me fall in love with Marketing is the thrill of starting a completely new journey when transitioning to a different industry or company. And this feeling make me more excited to go through the journey, to learn new stuff, try different strategies, and discover new communities and ways to target them.

When I came here in Dubai, I wasn't expecting that I end up in Real Estate, I was looking more for creative agencies, However, God had other plans, so I get an interesting offer, and my curious nature led me into the world of Real Estate.

What applies to others may not apply to you

It always good to see what people did before you, so you can have an idea how to start your journey. But sometimes, or many times the conditions vary, – budget, company reputation, team dynamics, even the food is not the same. So don't imitate what people have done. Yes you can to learn from their experience, check their insights, but the most important and what's make a business or strategy unique is your vision and your creativity. Your approach to the Marketing game will define your success.

Things you should know before you start

Before diving into your Real Estate Marketing strategy, l'et's explore essential considerations:

1. Understanding the Real Estate Landscape: Real estate is dynamic, influenced by factors such as location, market trends, and customer preferences. Understanding the local market, its demographics, and the unique selling points of your properties lays the foundation for an effective plan

2. The Main audiences: You must understand that in real estate not everyone buys for the same reasons. That's why it's so important to identify first the main audiences. Here is the 3 that I end up with: First time & upscale home buyers, Investors, and Young and modern professionals/Entrepreneurs. Each audience has many segments and each will be targeted differently with distinct content. Feel free to add other audiences if you think there are additional segments in the market.

3. It's a Business: At the end of the day, Real Estate, like other industries, is a business, and the main goal of a business is to make money, in the right way of course. I'm not telling you this to make you think only of money, no! But to adjust your KPI's and choose the right ones, who really matters, like: CVR, CPR, New Leads Added, Video Hook/Hold rate... Yes the number of likes and followers is an indicator of growth of the social media, but if there is no leads and conversion from them, they shouldn't be the sole metrics for measuring business performance.

4. It's up to you: Wherever you think you can, or you think you can't, you're right. -Henry Ford. Success in Real Estate marketing and in life, in general, is 100% you responsibility. This isn't to pressure you but to encourage you to start your journey with the right mindset. If you believe you can, then you are right.

Now, let's dive into the Real Estate Marketing Strategy.

Organic Marketing Strategy

And here, patience is your friend!

Organic Marketing take time to show significant results, especially in Real Estate. However it's important to include it in your strategy and start as soon as possible for the following reasons:

- Increase brand awareness and visibility.

- Develop brand identity

- Establish leadership and credibility in the real estate industry.

- Enhance client engagement and retention.

- Generate leads and increase conversions.

So where should you start?

1. Leverage Social Media

Social media is a powerful tool in your Real Estate Marketing arsenal. Platforms like Instagram, Facebook, and LinkedIn provide opportunities to showcase properties, share success stories, and engage with your audience. Tailor your content to each platform, utilizing visually appealing images, informative videos, and engaging captions to create a compelling narrative.

2. Embracing Video Marketing

Video content is king in the digital realm. Incorporate property walkthroughs, and behind-the-scenes glimpses into your Real Estate Marketing strategy. Video content not only captures attention but also conveys the essence of a property in a way that static images cannot.

3. SEO

Implementing a strong SEO strategy ensures that your properties appear in relevant searches, driving organic traffic to your website. Identify keywords relevant to your properties and integrate them into your website content, blog posts, and property listings.

4. Encourage Online Reviews and Testimonials

Don't be shy to ask the agents to request satisfied clients to leave reviews and testimonials on Google and on your business. When done, display prominently on your website and social media profiles.

5. Offers

The more you give, the more you receive. Be generous with your clients and with your audience, and they will give back to you. I know, you gonna ask me: But should should I offer them! Easy, If targeting investors, offer an investment guide, or area guide, or market insights. If you are targeting first time home buyer, offer them a guide for the best communities in the area...

There are lots of other things you can suggest, so be creative.

6. Podcast

The podcast is the number one tool for expressing your professionalism and experience, gaining credibility in the market. A 45-minute episode full of information can attract more customers and instill confidence in potential buyers.

Paid Marketing Strategy

In the realm of Real Estate Marketing, paid campaigns on platforms like Meta (AKA Facebook) and Google can be potent tools for lead generation and closing deals.

Meta Advertising: Targeting Potential Buyers

Tailor your ads to specific demographics, interests, and behaviors, ensuring that your content reaches individuals likely to be interested in your properties. Utilize eye-catching visuals and compelling ad copy to capture attention within the scrolling sea of content.

Implement lead generation ads to capture valuable contact information from potential clients. Don't be shy to ask for more information like their budget or the down payment they put. This can make the agent more confortable and the leads more qualified.

Key points from my own experience that can help you with your Meta Advertising:

- Be concise and precise with your content. Provide the most important information about the house or the project to attract the attention of potential buyers.

- Include a clear call to action so people can apply to your form.

- Use short video and posts. As I mention. People don't have time to watch 1-minute videos or read 5 pages of a carousel post. Start with 2 creatives: a post and a 20-second video.

- Know your budget before you start, and identify from previous campaigns the Cost per Lead for each area.

- If you start with a low budget, your reach will be 5 to 10 times less than mentioned in Meta. Lead generation campaigns are based on auctions, so you are competing with other agencies running similar ads and targeting a similar audience. Many of them will put 10 times your budget.

Google Campaigns: Capturing Intent

What is the first action that we do when we an information or something! We ask Google.

So Google is also a go-to platform for individuals actively searching for real estate. Capitalize on this intent with strategic Google campaigns.

Google Ads for Specific Keywords

Identify relevant keywords related to your properties and location. Craft compelling ad copy that speaks directly to the needs and desires of potential buyers. Ensure that your ads appear prominently when users search for real estate in your target areas.

I will stop this article here, but we will discuss more KPI's and how Real Estate Campaigns look in an other article.

And remember, these are just some information that can help you and give some indication on your journey. Don't limit yourself to that, be creative.