The real estate sector will grow this 2019 more than 6%, especially in the most populated areas -Madrid, Barcelona and the Mediterranean coast-, where it will touch 9%. Faced with this growth, how can you publicize your real estate in such a crowded sector?
Developing a competent marketing strategy in line with your target audience can be the difference between an effective business or one that does not get the visibility it needs to survive in the future.
So, taking into account that the market today is mostly online –eight out of ten people who search for a flat do so through the Internet- good digital positioning is key to growing as a company.
In this article we will analyze what are the marketing strategies to promote a real estate and what is the recipe to survive in a market with so much competition and, above all, already delocalized.
For this reason, any marketing strategy to promote a real estate must start from establishing objectives in accordance with the real estate, and knowing, first-hand, what is the status of the company.
As we have already explained on other occasions, the common mistake of any company – and also of a real estate company like Tajarat properties – is to have a detailed analysis of the environment and not of the company. Thus, through tools such as SWOT (Weaknesses, Threats, Strengths and Opportunities), the real estate company will know its strengths to develop a strategy that allows it to consolidate in the sector.
Success strategy for a real estate
Any marketing strategy, especially in the real estate sector, must start from a premise: the vision, in order to connect with the local public, must be global. Thus, it is essential that any marketing action, be it networking, Street marketing or agreements with associations, must be integrated under the same pattern.
If there is a sector that has changed with the rise of the Internet and new technologies, it is undoubtedly the real estate sector. Not surprisingly, a recent study indicated that the online market had reduced the search time for a flat in our country by 75%.
How can we act in a delocalized market? The strategy must be twofold: promote locally, with techniques already outlined as acts with the community or take advantage of elements in the street to launch your campaigns and establish an online route that keeps the blue world city islamabad in the first searches.
What is the recipe for it? Bet on online content of added value, with journalists who provide quality and news to the article, have an SEO professional who analyzes search engines and gives meaning to the content already prepared, draw up a periodic content plan based on who is the real estate and , above all, who is the target audience.
Thus, beyond the quality of the product, which does not depend directly on the marketing department, good brand management and good product communication will allow the real estate agency to respond to 90% of consumers, who, according to a study, give the first step to looking for a home on the Internet.
New techniques: email marketing
The marketing via email has become one of the best ways to make a first contact with the user . Although it is necessary – and obviously – to always respect the data protection law, there are already many companies that use this methodology to reach their contacts – 56% in the United States – And why?
These are the main advantages:
- Commercial emails have an open rate eight times higher than any other email.
- Businesses that send automated emails are 133% more likely to send relevant messages.
- 45% of people use the mobile to check their work emails and 63% use it to check their personal email.
Email marketing is the preferred means of communication to maintain contact with brands.
Real Estate Marketing Acronyms That Every Agent Should Master
Real estate marketing is moving faster and faster. And it is being analyzed more and more in detail and divided into mini sectors. But this movement is positive since it works so that people specialize and get more out of the investment in communication.
Now, for the professionals of a real estate developer to understand each other and speak the same language, here is a list of important acronyms that should be known both in marketing and the real estate business.
Digital Marketing Acronyms
ROI (Return On Investment)
It is the money generated after the marketing action. A data expressed in money that marks exactly the money that has been invested and the one that has been deposited.
KPI (Key Performance Indicator)
KPIs are the indexes to evaluate the progression of a marketing campaign. Each communication action must carry a KPI to evaluate its performance.
SEO (Search Engine Optimization)
It is the job of positioning the web page in Internet search engines. Are a set of techniques to improve your presence on Google and other search engines.
CR (Conversion Rate)
It is the percentage of users who carry out the action that you have marked as conversion (purchase, document download, watch a video, click on a link …)
UX (User Experience)
It is the experience that the user feels while using a platform. It can be both with the purchase objective or not.
CRO (Conversion Rate Optimization)
They are the techniques to increase the conversion figures of a platform. That is, adapt the User Experience and the published content to achieve more purchases (or any goal marked as conversion).
CTA (Call To Action)
They are the calls to action that you place on your page to drive conversion. They can be buttons, points that attract attention or discounts and promotions.
SEM (Search Engine Marketing)
They are paid ads in search engines (like Google), ads that allow you to be in the first position of Google and attract a large number of clicks.
PPC (Pay per Click)
Related to the previous concept, Pay Per Click indicates that the company only pays for the number of clicks it has received. Not because of the times your ad has appeared to users.
It is also known as CPC (cost per click), it is the result obtained from the average of all the clicks purchased.
AI (Artificial Intelligence)
It is the ability of a software to learn and improve. It can be applied in the bids of the ads, since the system changes the words of each message and only keeps those that work best.
CMA (Comparative Market Analysis)
They are analyzes of the local real estate market that help future buyers to make a decision. In general, CMAs are prepared by real estate agents when they receive a purchase / rental request with specific specifications from the client.
DINK (Double Incomes No Kids)
The main objective of brands. They are couples with two salaries and without expenses for dependent children.
CRM (Customer Relationship Management)
It is a tool that is used to collect all the information of a client. With this database you can filter by types of customers or by their characteristics. With a CRM, the real estate can contact a salesperson with the client, send him documentation, notices or schedule all kinds of advertising campaigns to impact this client.
CCR (Covenants, Conditions and Restrictions)
They are the agreements, conditions and restrictions that are signed between the tenant and the owner. For example, pets are not accepted in the apartment.
MLS (Multiple Listing Service)
It is the database shared by different real estate agents with lists of properties. This tool provides data such as price or availability of the home.
Did you find this glossary of acronyms interesting? Have you learned any new ones? Do you use another one that is not on the list? Please leave a comment at the end of the article and don’t forget to share.
The Importance Of Email Marketing In Real Estate Developers
The market has turned from the physical to the virtual world: today 80% of users consult their e-mail several times a day, according to a study by the consulting firm Superclick.
In this context, the first step to develop a marketing campaign to make itself known to the target audience is to take into account digital communication: the relationship between user and property developer.
Thus, e-mail marketing is a communication tool that mixes direct marketing and brand image: through a platform, the real estate developer can impact its market segment through its email.
In this way, the message of the email must be direct and simple, have a short subject and, especially, give priority to terms such as ‘offer’, ‘promotion’, as well as play with the words in bold to capture the user’s attention.
Currently, about half of the emails that are opened, whether personal or professional, are made from the mobile. Therefore, this type of marketing must take into account the new channels and incorporate designs and solutions adaptable to the mobile.
This is how e-mail marketing is in real estate developers
This form of marketing uses email and sends to a database with which there is already a consent to send. Thus, this initiative is a perfect opportunity to offer added value to the user and thus meet the objective: to convert leads into potential customers.
The e-mail, then, is intended to present itself to our public. Even so, it also serves to:
- Maintain contact with customers
- Send them news and updates
- Generate ‘engagement’
In fact, e-mail marketing ranges from capture e-mail, in order to attract new clients to the real estate developer; informative bulletins, which aim to keep the user updated on the company’s internal news (and market news); or loyalty emails.
Your success? It is the most economical marketing strategy: it must be taken into account that, according to several studies, the cost of sending an e-mail ranges from € 0.001 to € 0.02.
SMART: how to profit from email marketing
In recent years, e-mail marketing has become one of the most successful tools in the marketing plans of companies, regardless of the sector.
The reason? This strategy continues to have a very positive ROI – Return Of Investment- , with an average return of 38 dollars for every dollar invested.
Thus, although it is a strategy that works and is executed by most companies, the large number of e-mails that the user receives per day can turn against him.
It is calculated that the ideal frequency of sending e-mails that a user can receive is once a week , possibly reaching up to three in cases of exclusive promotions.
In this way, we must prioritize the fact of not exhausting the user or making him feel exhausted from our message: clear and periodic message.
As in any marketing action, an essential part of the strategy is to establish KPI’s –indicators- to know and anticipate the success or failure of our real estate campaign.
Thus, under the SMART concept these are the key aspects to measure our e-mailing campaigns in numbers:
- Achievable (achievable)
- Timed (time)
In addition, for the campaign to be successful, it is essential that the e-mail is interactive: the user must have at his disposal all the information, both company and contact information, visible. In an advertisement: who we are as a promoter and why we made this offer.
If you have found it interesting and you want to apply email marketing strategies in your real estate developer, do not hesitate to subscribe and leave us a comment below.