We love inbound marketing. We think it’s the strategy to make any business grow. Inbound marketing works in a variety of industries, both B2B and B2C. Today, we are sharing real estate inbound marketing ideas. Real estate has been an industry somewhat reluctant to get on the inbound bandwagon. Real estate firms are very attached to traditional marketing like paid ads and billboards. And while real estate is an industry very dependent on relationships, it doesn’t mean those relationship can’t begin from inbound marketing strategies.
Not only is inbound more strategic and targeted, it costs less. Inbound marketing costs 62% less per lead than traditional, outbound marketing. Let’s look at some ideas for real estate inbound marketing.
Create great content.
This content should be relevant to your audience and segmented. As a real estate agent, you may segment by buyers, sellers, demographics, price range, preferences, locations and much more. Pick a theme every month to focus on one buyer persona.
Here’s an example, create content around the theme of Millennial Buyers. Millennials are entering the market later because of lifestyle changes, including marrying and having children later than their parents. Millennials also heavily research topics online before making any decisions. They are absolutely changing the market, and inbound marketing is a great way to reach them. Create content that speaks directly to them and answers questions may have. They will see you as a relevant and credible source.
Share that awesome content.
If it just sits on your website, nobody’s going to see it. So you have to get active on social media. You need to post your original content as well as third party content because it’s not all about you! Determine where your buyers are. Looking back at our Millennial Campaign, research shows they are very active on social media. They prefer video and visuals as opposed to long form content. You can reach them best on Instagram, Facebook and Twitter.
Be subtle with lead capturing landing pages.
There are probably millions of landing pages out in the world. So what makes some more successful than others? A lot of things. The best advice we can give is to be subtle. Don’t put a disco ball on the top of your landing page. Emphasize the value of the offer, whether it’s a buyer’s guide ebook or simply just a contact form. The key to being subtle is that you need to understand where your buyer is on the journey and if they are ready to hand over their valuable contact information. Being too early with the offer will scare them off; being too late means they’ve already made up their mind. It takes a lot of testing and analysis to find that sweet spot. It won’t happen overnight.
Send emails people want to open.
So you have that email address. What are you going to do with it? Hopefully, create optimized email campaigns that are of interest. This comes back to segmenting again. You have to send the right people the right message. If they’ve just bought a house from you then keep yourself top of mind with them by sending out quarterly emails with tips on maintaining the home or improving its value. If you have a list of potential buyers that have indicated they are 12 months out from seriously looking, nurture those leads. Send them an email every month that will help them plan how to buy the house.
These are just a few real estate inbound marketing tips. There are many more elements to talk about including SEO, user experience (UX) and mobile website functionality. If you have any questions or would like to learn more about how we can help your real estate firm, just send us a note.