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Posted By: Stephanie Campanella

Looking to improve your real estate marketing? Learn 3 strategies that are working right now for real estate businesses to attract buyers online.

The online world is huge, and grows more every day. Not tapping into this vast market of users can cause your real estate business to be left behind. There are many real estate marketing strategies to use to maximize your online advertising presence.

Here are three of them that you can implement, starting today.

Strategy # 1: Facebook ads

Facebook marketing is an excellent tool. Facebook clocks over a billion users each day. Those users stick around for an average of 40 minutes per day. That’s a lot of eyes. But to get the right eyes to view your ads, you need to target your ads. The ads also need to be top quality, needless to say.

Digital marketing guru Gary Vaynerchuk (aka “GaryVee”) suggests making a video of why you’re the best real estate agent or agency. This could be done using plain facts (if they’re available), or something special you bring to the table. Once the video is ready, run it as a Facebook ad against the zipcodes of the neighbourhoods you want to do business with.

You could target a newly promoted corporate manager. He’ll be looking to upgrade to a new place in a nicer neighbourhood. Find the neighbourhood he currently lives in and target it. Take some time to work out your who your ideal target is. It can go a long way to securing that next sale.

For a video ad to be successful, it needs to fulfill three purposes. Grab attention, present a problem, propose the solution (you).

Grabbing attention and presenting the problem can be done together. A bonus goal would be to select your audience. For example, the line “over 50 and looking for the perfect place to retire?” selects the audience well. Addressing your target directly draws their attention.

Follow the headline by showcasing nearby hospitals, golf or bowls clubs. Nearby shopping amenities are great too.

For more information on Facebook ads, here’s a great blog post on the subject. 

Strategy # 2: Post daily video content

Social media videos can increase and maintain audience engagement. That’s why it’s recommended to post daily videos. But where will you find content?

Another genius suggestion from GaryVee is to review local businesses in your videos.

This makes total sense. People move for a lot of reasons, but some of these reasons include access to:

  • Schools
  • Venues
  • Universities
  • Restaurants
  • Etc…

To paraphrase what GaryVee said, interviewing business is great. But interviewing the individuals around these businesses can create a warmer connection with potential residents. These stories and the emotions they evoke could be the tipping point in the decision of buying a home.

To build on the previous example of targeting over 50’s, you could interview a few pensioners in the area. Ask them why they love the neighbourhood.

Whatever real estate marketing strategy you use, online or offline, keep your target audience in mind. If you’re targeting first time buyers, tell them about nearby nurseries or local hangouts. If you’re advertising luxury homes, speak to business owners about the importance of having an ideal place to unwind. 

Strategy # 3: Leverage Instagram to attract buyers

Instagram isn’t just for cute cat meme’s. Many real estate agents use the platform as a marketing machine, connecting with potential clients on a daily basis. There are many ways to use instagram- don’t be afraid to get creative. 

The first and most obvious way to leverage Instagram is to take creative photographs of listings. Post them on Instagram and invite potential buyers to have a look.

An ever better way to boost engagement is to ask questions or upload video tours (or both).

To take your Instagram game up a level, show your personality and the “behind the scenes” of you as an individual. People buy from people they like, admire and trust. 

For example, Elaine Smart of Ray White Bulimba in QLD combines luxury, life, and casual (how cute is her dog?). It’s engaging.

Dan Walker of Colliers International Sydney North gives us a nice mix of property listings and an insight into what motivates him as a person. He’s showing us the best of what Sydney’s got to offer and also sharing his professional and personal development journey.

Now whilst not an Aussie, US real estate agent Ryan Serhant shows how a combination of humour, personality and understanding your target audience can really draw attention and followers (he’s got 591,000 a time of writing!).

Ryan also cleverly uses video to highlight unusual and attractive features of a property (like in this post). 

As you can see from the above examples, it’s important to bring personality into the deal. Clients love dealing with real people. Show them that you are a real person and you’re one step closer to connecting with your target audience.

Another good idea is to feature sold homes. Let the happy couple pose in front of their newly purchased house. Celebrate the fact that the local businessman has a new place to unwind with his family. Doing this can create desire and the fear of missing out. Creating desire and urgency can lead to an increase in the frequency and speed of sales.

In Conclusion

When it comes to real estate marketing, there’s a whole online world waiting for you.

If you need help leveraging the online world of marketing, contact Summit Digital today. Stephanie and the team manage large real estate agencies in Australia.

Come and have a chat with us today

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