Your Online Marketing Strategy
Whether someone finds you online or looks you up after an in-person meeting, your online presence is critical to instilling confidence and building trust with prospects. Make sure your online marketing strategy highlights your professionalism and speaks to your expertise.
A professional real estate website is key to making a great first impression. If your brand offers you a website, make sure it’s integrated with your MLS. If you’re designing your own, an IDX site will give you the capability to automatically display up-to-date listings. Your website is also a great source for lead generation, so be sure to optimize your pages to capture contact information from interested visitors.
Email marketing is a cost-effective way to reach your sphere of influence consistently; however, it has to be implemented with discretion. If you flood your contacts’ inboxes with too many emails or with content that isn’t relevant to them, you’ll lose credibility and influence.
One of the best ways to make the most of your email marketing is to segment your database into groups based on interests or actions they have taken (for example, emails they’ve opened, links they’ve clicked, etc.). Splitting up your database helps ensure that you’re sending relevant information to the right audience. As your business grows, it will become more and more important to automate your email marketing by building out drip campaigns so that you can follow up quickly and consistently. An automated digital newsletter is another great way to streamline your email marketing, giving you the confidence that you’re sending relevant, valuable information to your sphere of influence on a regular basis.
If marketing yourself on social media feels daunting, keep in mind that you don’t have to master every platform. The most important thing is to be where your ideal clients are and to post consistently on the platforms you choose to use. Make the most of your content by repurposing it across each platform, adjusting the photo sizes and wording as necessary. Social media takes some experimenting. Pay attention to which types of posts get the most impressions and interactions (videos vs. photos, for example), and try to incorporate more of those into your content planning as you move forward.
While social media is a great avenue for generating interest in properties you’ve recently listed, your followers don’t want to hear about your business every single day. Try to follow the 80/20 rule: Give your audience helpful or entertaining content 80% of the time and post directly about your business 20% of the time. You can post anything that’s valuable to homeowners, such as interior design inspiration or home maintenance tips, or share information that’s relevant to your community, such as upcoming events and current deals at local restaurants. When you post about your business, don’t hesitate to offer a call to action that links back to your website. Your website is your home base — always drive traffic back to your site whenever possible.
A real estate blog is an excellent way to position yourself as the local expert and to build credibility in your community and beyond. Your strategy for your blog posts can be similar to what you post on social media, but you’ll have more room to expand the valuable information you provide. You can write about local festivals, the amenities of specific neighborhoods, lawn and garden care, tips for first-time home buyers — the possibilities are endless.
Make sure you share a link to your posts on each of your social media platforms, and maximize the time you spend writing by repurposing that content for your email marketing or for additional social media posts. Blogging is a great way to boost your SEO (see below). If you begin to gain a following on your blog, you could be asked to write for other publications or speak at an event, expanding your reach even further.
SEO (Search Engine Optimization) is the practice of optimizing your online presence so that Google knows how to connect you to those might be interested in finding you. To increase your likelihood of being found, start with your Google Business Page. If you haven’t already, claim your business and update your basic information, including your business name, phone number, email address, etc. Make sure your information is accurate and consistent across all of your online platforms. Then, set up a local service area for your zip code or the cities that you target. Finally, reach out to past clients and ask them to leave you reviews on Google. Be sure to personally thank any clients who write you a review.
Once you’ve established an online presence, pay-per-click ads are an excellent way to boost your reach. Paid advertising options, such as Google or Facebook ads, can drive traffic to landing pages on your website. The goal of advertising is to capture visitor information in order to fill your pipeline with leads. However, before you invest in paid advertising, make sure you have a system in place to follow up with each new lead quickly.