How do you get home buyers who are using your website to shop more engaged? How do you identify the best time to offer them a partnership?
Answering these questions can be quite challenging. The audience behavior in the real estate industry is continually changing. Unfortunately, in some cases for the industry, it has not entirely kept up to date with some of the technology, especially local smaller real estate companies. Some still use traditional strategies such as using billboards or traditional printing among others to “push” advertisements to home buyers or sellers, rather than subsequently draw in your audience.
Luckily, the possibilities of successful real estate marketing are immense. If you want to reach a larger audience there are several options you can use, in this case, we are talking marketing automation today.
By definition, marketing automation represents technology which allows forms to not only streamline but also automate and consequently evaluate workflows and marketing tasks, to improve operational efficiency and increased revenue growth.
It assists marketers to streamline their lead generation, segmentation, lead nurturing and scoring, up-sell and cross-sell, measurement and customer retention among others.
Below are three essential automation tips for real estate firms.
Three Marketing Automation Tips For Real Estate Companies
1. Schedule your social media
The first and gravest mistake any real estate marking person can make is by thinking or considering marketing to only be limited to regular emails. In reality, it comprises every marketing activity which can subsequently be automated. This can also include the use of social media, depending on the marketing automation platform they are using. 2 of our favorites are Hubspot and ActiveCampaign.
While as a realtor you may most likely boast of a social media presence, you may nonetheless, suffer from a common problem in the industry: low social media engagement.
Marketing automation, however, helps you change this. A crucial aspect of successfully marketing through social media is ensuring you offer relevant, consistent content. Schedule every post (in advance) and ensure you reach your target audience. It is like you have a marketing professional on your staff (or additional marketing professionals).
2. Organically Build Your Leads
For years now, real estate has continually relied on buying leads to promote email marketing or traditional printing. Nonetheless, not only is it costly but also not as effective. By merely purchasing leads through companies such as Realtor.com, you not only spend a lot of money, you even risk not getting a sale since most of the audience has that “yet to know you” factor that leads to low online traffic rates compared to those you generate organically. This also builds trust and forms a relationship with the potential home buyer.
Marketing automation, therefore, works best when you generate leads from your own website. Embrace standard inbound marketing, and you are likely to see success in your typical automation workflows and return on your investment.
3. Segment the Audience
Every member of your audience needs and wants a different message precisely formulated to cater for his/her message. One needs to provide for all types of people looking to buy homes and that is why it is essential to segment them and have a strategy for implementing. Proper segmentation will allow you to group and cater for your audience better since it will center on their individual needs and preferences. It will enable you to deliver a message to your precise target audience efficiently.
Ultimately, marketing automation needs and should play an integral part in your digital marketing strategy especially for real estate companies looking to cater to people in the market looking for a new home. Check back soon, we will be adding new marketing automation tips for real estate companies soon, see you then!
A combined 20+ years of digital & traditional marketing, web design, marketing strategy, SEO, PPC, marketing automation, and inbound marketing.