Real Estate Marketing Ideas: 7 Tips to Grow Your Agency
Reading time: 9 minutes
I don’t need to tell you that driving a beat-up little Hyundai Excel to meet homeowners will give you little hope of securing the right to sell their house.
What you may not appreciate is that your online presence may be preventing you from getting the meeting in the first place.
In a digital age, there are so many opportunities to attract and convert vendors and buyers for your real estate business.
But where to start?
The ideas or suggestions I want to share with you should by no means form your entire online marketing plan or should they be all that you do. They are ideas to help you plan your real estate marketing strategy.
They are not hacks. They are not short-term wins. But they are rock-solid tactics to help your agency project an innovative image, improve user experience and drive more website traffic.
1. Ensure Your Website is Mobile-Friendly
By now you’re fully aware that internet usage on mobile devices has surpassed that on a desktop. But how important is a great mobile browsing experience for your real estate website?
Buying or selling a home is a significant moment in one’s life, and the decision-making process is lengthy. It involves a great deal of research conducted – much of it on a mobile phone. So it makes sense to not only present users with the content but to do so in a friendly manner.
There are a couple of options here if you’re looking at a mobile website including an alternative version hosted at m.yoursite.com.au or the same version that responds to the size of a screen.
The launch of Google’s mobile-first indexing does make the decision all the more important and confirms responsive web design as our preference.
The industry has mostly moved this way with domain.com.au and realestateview.com.au both choosing a responsive website. Bucking the trend is realestate.com.au which maintains a separate site at m.realestate.com.au.
Why would they you ask?
Well, while we love responsive web design, serving the same content on a smaller device can be problematic with mobile page speed. Particularly in the real estate industry where websites are so heavy. A slow mobile experience will turn your potential clients away.
So I could speculate that realestate.com.au is going to continue to serve a separate site ensuring that mobile users a provided an optimal experience. But for them, the launch of the mobile-first indexing will likely bring a lot of headaches and extra work.
Further Reading: Check out Yoast’s post ‘How to optimize your real estate site‘.
2. Build A Strong Reputation Online
Your reputation is crucial in real estate and this applies to your online reputation as well. If you didn’t appreciate that before, I’m sure the success of RateMyAgent,etc has convinced you now.
Your first step should be to do an audit of your online reputation, and this begins by searching Google, etc. for your agency name and each of your agents. How do you fare? Do the same for your competitors. Understand how this search will influence potential clients and their research.
A simple search on Google for ‘real estate agents Carlton’ produced the following local pack.
The ratings in the image are far from compelling, but there’s one choice that will get more clicks than the others. This example alone highlights the importance of reputation management for search.
Your strategy moving forward should include:
– Addressing any negative feedback online that may negatively impact.
– Implementing a feedback system and encouraging online reviews. Give them a couple of options to leave a review, and you should choose these strategically. RateMyAgent is one of those. Your Google My Business should be another.
– Monitoring online mentions of your agency and your agents. This will ensure that you can address any issues promptly before they gain traction and hurt your reputation. It may also identify some other positive mentions that are not being leveraged yet.
3. Be Strategic About Your Search Engine Optimisation
The websites realestate.com.au and domain.com.au dominate search results for buyer-related search terms. This does make it incredibly hard for individual agencies, yet there are still opportunities to attract buyers and vendors from search engines.
A content marketing strategy will help you to attract and engage home buyers during their initial research. More on this below.
Potential vendors are a more traditional target in search engines for the real estate agent.
Here are a few basic results from keyword research (Australian search volume per month):
– ‘Real Estate Agents’ (2,900)
– ‘Real Estate Agent’ (2,400)
– ‘Real Estate Agents Melbourne’ (1,000)
They’re the high-volume, high-quality search terms of course. But it gives you an idea of the volume of searches out there. You will want to target the more local searches, while also aiming to compete for searches involving the words ‘best’, ‘reviews’ and ‘trusted’.
From the same ‘real estate agents Carlton’ search from earlier, here are the next four organic listings placed under the local pack.
At least in the Australian marketplace, realestate.com.au will dominate search results, so if you’re like Woodards who can break into the top few, then you’re very well placed. Just a shame they haven’t broken into the local pack as well.
4. A Content Marketing Strategy May Be Your Smoking Gun
A content marketing strategy identifies your audience, their needs and wants, what obstacles they have to buy or selling, what information they’re searching for online, where they usually turn to find it, and much more.
As noted, content marketing presents an opportunity for you to attract potential buyers. In fact, this might be your most significant search engine opportunity. Perhaps they’re looking for a tree-change or a sea-change – Where are they getting the info?
Here’s a perfect opportunity.
Provide the most valuable resource (blog post) on the web for people considering moving to your area. The competition will be a lot less competitive than for the typical ‘real estate agent Geelong’ search for example. By engaging with them early, you can nurture them along their journey, and this will put you in the best position to convert.
Other content ideas might include:
– Property hotspots in your area
– The ultimate guide to the local schools
Each piece of content strategically created to fulfil the needs of a specific target audience, which you should then nurture into serious leads.
5. Site Retargeting Is Likely Your Best PPC Bet
Retargeting provides significantly higher ROI than traditional banner advertising.
Here is an example:
A visitor comes to ABCRealEstate.com.au has a look at a couple of property listings and then leaves (to cook dinner maybe).
That visitor is then served your display advertising when they’re looking at other websites for the next 30 or 45 days for example. For real estate, this is a fantastic opportunity to advertise a new and relevant property listing to a person who visited your website two weeks earlier.
6. Affiliate Marketing Is A Genuine Left-Field Opportunity
Has been around for ages but it seems for many industries, particularly in Australia, it is under-utilised. From a real estate agent’s perspective, you’re not going to sell advertising space on your website, but you can create an affiliate program to serve your advertising.
Let me explain.
Affiliate Marketing will help you serve your display advertising around the web and to the people that matter to you. While it’s not Adwords and being able to advertise to someone actively searching for a relevant term, you can still target a demographic and it helps to build your brand.
Create a suite of display ads promoting your agency and sign up with an affiliate platform that allows you to create your affiliate program or affiliate marketing campaign. Offer websites that serve your ads an incentive, based on impressions, clicks or registrations of your email newsletter for example. You can review applications from publishers, so your ads are not serving on sites you do not approve and are serving only on sites that will see your target audience.
It is an affordable method of driving traffic and leads if you get the incentive right.
7. Get Ahead Of The Trends And Investigate ChatBots
Chatbots are gaining a lot of publicity as experts see the opportunity to provide a deeper, more personal experience for users browsing a website.
How can you apply a chatbot to your website and why?
As an entry level option, you can use a service such as Collect.chat starting with one of their templates. Check out their ‘Real Estate Assistant‘ template.
The chatbot can quite literally have a conversation with your user. Asking them questions and responding based on either pre-determined answers you’ve fed it or on previous discussions it has had with other users. That’s right. If your chatbot is utilising machine learning, it will get smarter with every interaction.
What sort of conversation do you ask?
Let’s look at the standard real estate website experience, from a buyer’s perspective. I search the suburbs I want and add the filters. There might only be five search results, or it could be 100. If it’s on the larger side, I’m going to be browsing through pages.
Now, this is where the Chatbot can improve user experience and set you apart from your competition. Here’s a hypothetical conversation:
Chatbot: Hi. Can I ask your name and email address? And where are you looking to buy?
Me: Sure. I’m looking to buy on the Bellarine Peninsula in Victoria.
Chatbot: Nice. There are some wineries, and of course, you’ve got access to the bay and the ocean. The most recent sales report has many suburbs showing strong growth.
Me: Really. What suburbs have shown growth?
Chatbot: Clifton Springs has performed well with Median house prices increasing 5.2% in 2017. You might want to check out this article in the Geelong Advertiser.
Me: OK great. Can you show me some properties for sale in Clifton Springs?
Chatbot: Of course. Did you have a budget in mind? How many bedrooms?
I cut that hypothetical conversation short, but you can see where it was going. As a user, I could chat with the bot during or after office hours and immediately receive valuable info. The user experience is infinitely better.
There will likely be a point at which every conversation will need human interaction, and when it does, the chatbot will know which member of your team is best qualified to answer and redirect the query to them.
Of course, you can have a live chat functionality, and while we encourage you to do so with your website, it is hard to scale as it will always rely on someone being on the other end, only ever being able to chat 1:1.
Bonus: Livestream on Facebook
Facebook Live videos see 3X the engagement of traditional videos on Facebook.
So how to apply it to real estate?
If you have an open house on a Saturday, why not run a live stream of the house 24 hours prior. By doing this, you will allow interested parties to check it out and ask questions of you while you are streaming.
Quentin Aisbett is the strategist at OnQ Marketing. He has a specific focus on local and mobile SEO, content strategy, and marketing automation. Blogging all the time, tweeting even more so. Pick his brain on Clarity.fm.