Advancement in digital technology and the internet has widened the scope of marketing more than ever. Digital marketing encapsulates the promotion of products that a brand has to offer its customers through digital devices like mobile phones, computers and more. A large number of the population, along with potential home buyers, are active on these devices.
It is thus very important for realtors to reach this audience by gaining digital leads and ramping up sales by offering them an end-to-end and smooth user journey, right from researching properties online to buying one.
Why Is It Important?
As a large number of people are active users of digital media, customers can explore their property needs more effectively on the internet. Today, customers know precisely what they want from their future homes. This creates a big opportunity for realtors to be leveraged to their advantage through digital media.
Let’s look at some benefits of Digital marketing.
1. Search Engine Optimisation
Depending on the content that is presented on a website, the search engines rank the websites in the order of relevance and website visits. Search engine optimization helps a brand’s website to appear at better ranks on search engines like Google. SEO creates a scope for the websites to grow organically and generate traffic. This largely increases the possibility of the website and its content being seen by the viewers and gaining their attention.
2. Social Media Marketing
Social media is a platform that can be leveraged to enhance communication between the audience and the real estate company by executing social media campaigns in which they can design their content in the form of story posts, feeds, and digital ads that give information about what their projects offer. The biggest advantage is that the developers can position their products to the desired audience.
3. Budget Optimisation
Traditional marketing ads used to be through billboards, TV, and Paid Newspaper ads. These mediums are way more expensive than digital marketing campaigns, which can also increase the reach of the content.
4. Virtual Tours
One of the greatest advantages of digital marketing is the utilisation of Virtual Reality technology. These days, developers are using Virtual Reality to host a virtual view of the property that they want to sell. This saves time for home buyers as they no longer need to step out of their houses to visit the property location physically with an agent and it also makes the customer journey seamless.
How To Get Leads?
Customers today spend plenty of time researching products online before buying them. It is important to capture the online visitors who are researching the properties and try to convert them into leads and, ultimately, into customers. Therefore there is a need to adopt a digital marketing strategy to grab website traffic and then lead them towards buying properties.
1. Online Content
Studies have shown that people highly rely on such content before making a purchase. Online content pieces like blogs, news and customer educative content pieces, for example, Do’s and Don'ts while buying properties can help the content visitors educate themselves about buying properties. These visitors can be enrolled with products online, which increases the chances of them becoming customers.
2. Lead Gen Digital Ads
Leads can be generated through ads on the social media handles of the developers. For people to come on board, the social media handles must create enough engagement with the audience on social media platforms like Facebook, Instagram, Linkedin and Twitter.
Social media apps like Instagram and Facebook provide a software program for generating leads and running paid marketing ad campaigns for business accounts. These paid ads, paired with relevant call-to-action buttons, increase the possibility of generating leads and website traffic.
3. Leveraging On-site SEO
The data and information about the properties on the website must be found by the visitors. For this purpose, Search Engine Optimisation is of crucial use. By using relevant keywords, the online promotion of products gets easier and, in turn, increases the chances of reaching a large audience. Once the website gets ranked high, it is easier for the visitor to find your products and convert them into leads.
In the broader sense, digital marketing is a platform that has enabled innumerable marketing opportunities for Real Estate developers. With the increasing use of mobile electronic devices and smartphones, the adoption of digital marketing for brands is simply unavoidable.