What is a Real Estate Marketing Plan?

A real estate marketing plan is a guide for realtors and investors looking to advertise their business. It is an action plan that explains how investors promote their brand and services. The plan incorporates marketing strategies to attract potential customers and explains what sets the business apart from other real estate services. A successful marketing plan helps investors generate real estate leads.

In general, real estate investors generate leads using conventional strategies, such as word-of-mouth and referrals. While referrals are an effective way to endorse a brand through customer success stories, it is a lengthy process to market the business. Real estate investors receive 70 to 75 percent of the business from previous clients if they have a good market reputation.

However, a real estate marketing plan incorporates powerful branding strategies to help businesses establish credibility. It allows investors to maintain their presence in the industry and generate referral leads with the help of various advertising tactics.

Tips to Prepare a Real Estate Marketing Plan for 2022

» Identify Your Target Audience

Whether you want to target sellers or buyers, you must know the audience you want to attract to market your business. A good marketing plan comprises strategies to engage the target audience. As an investor, you must pay a considerable amount of attention to describing your target customers.

When you identify the audience, it helps with your marketing approach. You can’t promote the business until you know who you’re marketing to. It becomes easier to create tailored messages or get your point across when you have a good understanding of your target audience.

Consider the following to identify your target audience:

• Location
• Income
• Age
• Family Size
• Buying Experience
• Search Criteria
• Interests & Hobbies

Having a firm grasp on these variables can enhance your real estate marketing plan. Platforms like LinkedIn ads are great to show your message to the targeted audience. You can target based on keywords, demographics, and income.

» Update Your Headshot and Online Presence

Updating your headshot is one way to help your potential customers identify you and approach you. Many real estate professionals have old and outdated headshots that barely resemble their current looks. If you’re one of them, it is time to update your online presence and professional profile.

Make sure you hire a reliable photographer who knows how to take profile photos that are formal yet casual. Using this type of headshot makes your photographs more appealing. A new headshot with a smiling face appears friendlier to your online visitors.

Apart from an updated headshot, your profile should include photos of you working on location or with previous clients. It demonstrates your local expertise and knowledge of local landmarks.

» Focus on Social Advertising

As its name suggests, social advertising refers to leveraging social media platforms, such as Twitter, Facebook, and LinkedIn. These platforms are effective for building networks with other real estate investors and reaching a large audience via social media ad spending.

The advertising options given on these platforms have expanded considerably over the last few years. Remarketing via Facebook and LinkedIn has become extremely easy with many features like sponsored private messages. The targeted advertisement can also be chosen from the extensive range of options. You can compile and upload your personalized lists on LinkedIn and Facebook to target specific groups.

» Use Search Engine Advertising (SEA)

Search Engine Advertising on Bing and Google is an easy way to rank higher on search engine result pages with the help of your social media ad spending. The ad consists of URL, description, headers, and subheaders. You can add keywords that are relevant to your audience. The frequency of ad display depends upon the quality score and specified bid.

» Build Your Real Estate Website and Add Quality Content

Having a website for your real estate business doesn't cost much. You only have to pay for its hosting and design when it is in the construction phase. Once it is ready, it will not charge you a penny to advertise your brand. From aesthetics and vocabulary to imagery, your business website is an ideal forum to shape a narrative about your brand and build its image.

You can integrate your social media pages or review sites with your website to paint a better picture of your brand in the customer's eyes. Know that your customers want to see you online so that they can discover more about your brand, visit you anytime, and interact with you whenever they want. However, it can only happen when you keep updating it with relevant content, such as podcasts, videos, and blogs, to share your skills and knowledge of the local market and industry.

A working website for a real estate business shows your professionalism. It doesn't only make finding you online easier but also demonstrates how much you care for your clients.

» Have Strong Analytic Understanding

It is essential to understand your real estate business analytics to generate leads. Study the numbers for your website and social media platforms to determine when they get the highest traffic. You need to find out the day, month, or page with a high volume of visitors. Look for the post with the most likes.

Make sure you check real estate websites and online platforms analytics for the coming year to determine the latest trends. Focus on updating the website with real estate SEO to better engage your visitors and followers.

» Leverage Database Marketing

Database marketing refers to accumulating customer data and using it effectively in communication. Real estate investors need to know more about their potential customers to organize specific market campaigns.

For instance, they can focus on segmentation-based demography, customer behavior (how active they are with email), preferences, and interests. This data can be effectively used to send targeted messages to sellers and buyers to get better customer engagement and higher involvement. Plus, it will provide an opportunity for more activity and a high conversion rate.

Following are some tips to build a good database to help you tackle it structurally well:

• Make sure to update your real estate database regularly
• Be precise and focused on the data you will use to avoid distractions
• Your database should be able to generate reliable statistics
• Be vigilant about the uniformity and the quality of the data

» Modify Your Boilerplate

All marketers use boilerplate language to respond to questions and concerns or routinely interact with clients and leads. Monitor your content to check for updates and modifications. The boilerplate’s font size and style should be consistent.

» Use Mobile-based Advertising

This digital advertising tip is intended to notify customers that a brand values and cares for its communications. It reflects how focused it is on the customer’s mobile experience and how customers and employees interact with the brand using multiple devices. This is one reason why devising a marketing plan for smartphones is a must.

If your real estate business doesn’t use mobile-based advertising, it is time you should improve the customer journey simply by incorporating a mobile-first approach. It is not confined to just changing the layout of your website.

Also Read: 10 Creative Real Estate Marketing Ideas & Trends 2021

Summing Up

The marketing landscape is dynamic and constantly changing. You have to be updated on the latest trends to attract customers. The given tips for real estate marketing plans are important to help investors improve their marketing strategies.

Whether you’re a startup or an established real estate agency, professional advertising specialists such as RealtyTech can help you create a comprehensive marketing plan. The expert marketers incorporate the latest digital advertising tools such as IDX, SEO marketing, and website development to keep you at the forefront.