Gone are the days of driving through different neighborhoods and searching for houses and apartments with the for-sale sign. With around 50% of new homeowners finding their new homes online and only 7% finding it through the traditional yard sign it is easy to see why online advertising is becoming very important and effective in the real estate industry. More and more buyers are using the internet to search and find their dream house and it is easy to see why. Today’s technology allows us to search for any corner of the country for properties from the comfort of our living rooms.
So, with everything happening online here are 5 effective ways to sell houses with online advertising.
With so many people on social media it is important to have a strong presence online. Have accounts on all the major networks (Facebook, Instagram, Twitter, Pinterest). Make sure to stay active, interact with other users, post pictures and let people know about the amount of properties you have sold. Building a strong online presence and following is the key to success and having positive reviews from past clients will make it easier for people to want to do business with you.
Facebook is your best friend when it comes to social media advertising. With over 1.5 billion daily users it is the biggest social media platform. It will help you target a certain group of people in specific locations to make sure you find the right clients for your real estate business. Ads can vary from event ads all the way to app download ads. Choosing the right ads and marketing strategies will help your business reach its goals.
Don’t forget about Instagram, Pinterest and Twitter which are very useful for sharing images and showcasing off your properties.
This is the backbone of any business that wants to be successful and especially in real estate. Your website and app are like your “base of operations”. It is where you will showcase your listings and what you are offering. Potential clients will get their first impressions about you and your business and that is why it is very important to have a great functioning website and app with:
Creating a monthly newsletter is more of a direct approach when it comes to real estate online advertising. By developing an email list comprised of old clients, referrals, website sign ups and social media followers you can create newsletters with customized content for different groups of people and offer updates on the current real estate market and latest listings.
Starting a blog can help drive potential clients to your website and app. By having quality content and articles you can ensure your posts will show up higher in online search results and that means more people will be able to see you when they search for certain topics.
Is the biggest business orientated social media platform with over 600 million users geared towards professional networking which enables you to build your own business portfolio and connect with people in your industry. Once you create your online profile and resume you can start networking with people in your field of business and find new clients. By sharing articles and commenting on others you will build up your portfolio and gain a bigger presence on the platform. Just like other social media platforms like Facebook and Instagram you can pay to post ads on LinkedIn. Think carefully about what you are offering and who you want to target to get the best results.
In the end LinkedIn is not your typical social media platform. Users are not online to find friends and post pictures but to build professional relationships, grow their businesses and gain knowledge about the industry they are working in.
Have over 123 million monthly visitors according to Statista with Zillow being the most popular with around 36 million monthly visitors. Real estate websites allows people to search for properties by city, zip code, address and neighborhood which makes life much easier for people who are looking for a new home. This gives you the opportunity to post your listings not only on your own website but also on some of these well-established databases which again can then drive traffic back to your online platforms.
In the end it is up to you which marketing plan you choose to go with but make sure to always plan out your strategy to ensure that you get the best results possible.
The benefits of online marketing are: marketing perspective (obviously) which leads to customer engagement, building the brand, product discovery and all of these increase the amount of purchases. Online marketing can be done almost everywhere on the internet, so the question you may have is should you go for email, Facebook, Linkedin, Twitter or Bing? Is the “I don't know where to start” holding you back?
Most businesses have already begun to harness the unique features of social media marketing. These businesses spend as little as 6 hours per week and over 66% of businesses enjoy lead generation benefits with social media. So do not wait! A properly executed social media strategy can improve your business' search rankings, drive more website traffic and increase conversion rates.
“Internet access has become vital for communication, obtaining information, job-searching, and participation in an ever-changing world economy. The United States, the fourth largest country (by land mass) in the world, is no exception. With over 312 million internet users as of 2018, it is one of the largest online markets worldwide” says Statista.com
It's obvious you are supposed to boost your business online, as well! So how do you find the best online channel for your business?
1) Who is your target audience? Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.
2) What are your social media strategy objectives? Being able to link your social media channels to your strategy’s high level objectives is essential. If you can’t explain why or how a particular channel will help you achieve your goals, then it’s more than likely you shouldn’t use it. It would be a waste of time. Always remember that the purpose of your chosen social media channels is to support the achievement of your strategic goals.
3) What channels are the people from your target audience using? After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of retired people and you chose Tik Tok as your prime channel.
Similarly, it may not be very effective to establish your brand on Facebook if you’re only targeting teenagers. The most effective social media strategies are informed by social media demographics.
Use data-driven insights to ensure that your strategy, and the channels you choose, facilitate the most relevant, targeted approach possible. This will help increase the chance for conversions.
To sum it up, when choosing your social media channels, always base your decisions on demographic data, don't just go with the flow of trends.
Define: What kind of content do you want to create? This is a relevant question as there are a bunch of different content formats you can use – some of which will complement your business goals and brand identity, and some that won’t. Certain content formats will be more suited to particular social channels than others.
At the end of the day, personas tell you where buyers prefer to get their information. Are they bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. The same goes for your creatives. Some of the people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively.
As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.
If you haven’t yet chosen any channels, or you’d like to expand into other platforms, the Pew Research Center have conducted an analysis that outlines the key demographics for a number of social media platforms.
Let's talk about the most common channels, so you have some ideas when picking the right ones for your business.
Facebook - very common! 72% of adult internet users and 62% of the entire adult population. 70% of Facebook users visit the platform daily.
Pinterest - It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population. 27% of Pinterest users use the site daily.
Instagram - online women are more likely to use Instagram than online men (31% vs. 24%) and 28% of internet users. 59% of users visit the platform daily.
Linkedin - 25% of adult internet users. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users.
Twitter - 23% of all internet users. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.
Are you interested in more information about the demographic of the channels? Check this analysis.
Ask yourself: What is my product/ service? Who is the ideal buyer? Where are they? What content do they like?
Once you know who you are targeting, it's easy to find out which channel or channels to use.
Also, you can adjust your content to that channel as well as to the audience you are talking to. Once you know who you are talking to, focus on your target audience’s needs and preferences. Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need.
Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona.
Don't try to manage every single channel out there. It will be exhausting, chaotic, time consuming and, most likely, your audience is probably not active on every channel. Pick two to three of them, that are most suitable for your buyer, aka marketing persona, and stick to them. Manage them continuously, engage with people! Plan your posts, represent your brand identity, and track important metrics! When you're ready to manage your growing community, check out this article.
A strong community becomes a place where customers interact not only with the brand, but also with each other. This is a great source of positive and authentic reviews and it is also an opportunity to build a relationship with your audience. The best brands have killer community management strategies and this article explains the top 5 tips to help you better manage your community across all channels.
People plan their meetings, their gym sessions, their tasks in general, why not just plan the content, then? Planning weeks or even months in advance gives you the ability to readjust your posts if needed. Set up your content calendar and approval flows. If you are doing the content alone, make sure there are no errors. Stay consistent and relevant. Planning your content ahead will help you to see the overall impression. Try it! It’s satisfying.
2. Represent your brand identity
Are you a real estate agent, owner of a flower shop or a barber? Representing your brand or business does not mean you should be boring. Be entertaining, so your audience feels good as part of your e-company. Give them valuable information, call them to action so they engage with you. Be consistent and you will become memorable. If it is not in your brand identity to behave cheeky, as for example, Netflix does, find another way to communicate in a friendly and engaging way. :)
3. Track important metrics
As mentioned above, the realtor, the barber and the flower shop owner have something in common — they should not be boring. But they can have different social media goals. The realtor might be looking for new leads, because they don’t want to be dependent on one channel like e. g. Zillow. The barber needs more customers and the florist needs to be in the minds of all the guys who live near the shop, so once their special lady has a birthday, they know where to buy the best flowers! It can be difficult to determine how your efforts have contributed to sales and leads directly. Instead, it’s better to determine how you define your own success, depending on your goals.
Think about these points below:
Traffic: Is your community on your website? Do you see growth over time? Where is the traffic coming from?
Engagement: How many people are coming to your page versus those actually engaging? Which topics are they engaging in most often? This may determine your future questions, content and discussion starters.
Members or customers: How many new members do you get every week and how many do you lose? Is this consistent? If there was a drop or growth, find what caused it!
4. Use the data you collected
Analyse your posts, interactions and the feedback you get from your audience. Then OPTIMISE! You are the one who knows the data and your customers best. The value of data cannot be understated — you’ll end up with happier, more loyal customers, as well as more easily converted leads. Use the advantage!
People trust other users experience more than the companies themselves. Did you know that reviewed a product’s chances to be sold are 80% higher than one without any review? Positively reviewed, obviously. Social media is all about interaction, sometimes the best content will come from your audience.
This is User-Generated Content, or UGC. It is amazing because it is authentic, and reflects what your customers think about your brand and… it’s free. It will show your customers’ experiences, and it drives the conversation forward in ways that you won’t be able to do by yourself. It is the gate to engage with people and get closer to them, making your brand feel more personal and approachable. UGC can be anything e.g. posts or tweets mentioning your brand or reviews.
Two examples of UGC campaigns:
Remember: Everybody wants the response. And everybody wants the answers quickly or even instantly. Do care about your response rate and response time. It might seem that people take it for granted, but it really makes the user experience unique and enjoyable.
There are more than 7 billion people on earth. And 1 billion of those people are on Instagram. That means every 7th person uses this visual-based social media network. Launched in 2010, and eventually bought in 2012 by Facebook (with more than 30 million users back then), Instagram offers a huge opportunity to connect with your current and potential customers, as well as, your followers and fans. The growth has been tremendous, which makes Instagram one of the most well-known and most widely-used social media platforms of all.
You already know that you can leverage any platform if you have a clear understanding of the audience you can reach there – and whether or not it aligns with your target audience… To find this out, let's jump into the key stats about Instagram and its users!
Weird. Your page likes or followers remain the same, but you no longer reach as many of them as you did in the past, right? The reason is obvious – algorithms change as does the business strategy of social media networks. Let me explain what I mean by that.
In 2018, Mark Zuckerberg announced that Facebook would reduce the organic reach of branded content and will focus more on “meaningful connections”. What is a meaningful connection you may wonder… Facebook no longer aims to keep you on their feed as long as it can, but instead focuses on quality time. Thus, users should be much more in touch with their friends, communities and groups than they are part of and, most importantly, truly interested in when it comes to content.
What is the result of this change? A 34% decline in organic reach on average. But that hasn't been the first time we faced such a drop in organic reach...
In other words, those who were building their community and follower base on Facebook in the “early days” of Facebook leveraged the opportunity to reach almost everyone for free. Today it's totally different.
This strategy applies for more platforms, of course. Instagram (being owned by Facebook) follow the same rules. So do the others… And it makes (economically) completely sense for them.
How to get out of it?
It looks like a huge problem, right? But what if you can use this to your advantage? Focus on great content, optimize according to the data that you get and leverage the latest Facebook formats and you may overcome your competitor pretty soon… Not everyone is able to follow the trend and change the processes accordingly.
Here are some tips to follow to increase your reach:
LinkedIn connects more than 630 million professionals. Its main focus is to build strong and long-lasting career connections and quality content. The platform is definitely on the rise and there are plenty of ways you can leverage it for your business or personal brand.
Knowing the fact that the organic reaches for business pages for Facebook and Instagram are decreasing, LinkedIn offers a chance to reach your audience more effectively.
So, how can you get the most out of the biggest social network for professionals? First of all, know the basics. LinkedIn (and any other advertising platform) can be overwhelming, which makes it easy to get lost. Don't try to understand everything. Choose to learn what matters to your business the most.
We have prepared content that will help you get to know the very basic idea behind advertising on LinkedIn. We call it the Beginner's Guide to LinkedIn Advertising and within it we cover the following topics:
Dig into the LinkedIn advertising by downloading the e-book below and let us know how it helped you boost your business.
You can either follow a trend or go against it. The choice is yours. The truth is, nonetheless, that if you fall behind, your competitors may overcome you – steal your customers and offer a better service or product. Knowing that being a business owner is a tough job, technology is sometimes considered too hard to implement because it is costly to hire a strategic partner or IT support or time-consuming to learn new tactics yourself. These myths may not apply for your business – today's tools are made to be easy to implement and understood by non-technical individuals.
Technology influences every aspect of your business – IT, finances, logistics, sales, support or marketing. New approaches teach us constantly how to become more efficient at what we do. Saving money or time, increasing the scalability of our businesses or inventing new products and business models is backed by the evolution of technology. On the other hand, not everything that glitters is gold… We've written an article about the difference between trend and hype. Watch carefully what's going on in your industry and what your customers need or require (which is definitely the most important factor of all), but don't jump on every train that goes around. Not everyone will make it to the final station. There is a difference between what influences your business and what doesn't.
We will cover some trends for 2020 below, but before we jump into that, let's speak about the context. In 2018, 50% of the world's population was online. Today in 2019, it's more than 54%. Now, most people have jumped into the information age, where everything is moving at an unbelievable pace. Not only are things (goods and services) changing on a daily basis, but their costs are constantly decreasing. Imagine you bought a 3D printer 12 years ago. 40,000 USD is what you'd have paid. Today, the cheapest 3D printers cost around 100 USD. Yes, your math skills are up to par: 400x less.
Everything changes. We either accept it and do our best, or die.
The goal of this article is to encourage you to follow the trend and embrace the newest technology in 2020, not to speak about morbid scenarios.
Going back to where we began: YOU CAN EMBRACE TECHNOLOGY IN 2020, because it is meant to be available for you. When running a local business, you focus on what's really important, right? You don't want to spend time doing things that don't positively affect your bottom line. Being an entrepreneur, there are two key factors to go after:
To achieve one or the other, you might try tactics you haven't tried yet. To understand them, let's dive into a few trends to follow in 2020:
We are bringing you our marketing knowledge, not necessarily the overall business strategy. You know your business best, but we know what saves you time and generates more money when it comes to marketing. Automating routine tasks and delegating the costly work, that you or your agency needs to do, to tools like groost. allows you to manage your online campaign effectively and for a fraction of the price. If you rely on your sales team, CRM systems like Hubspot or Pipedrive strive to help you automate follow up emails or customer retention activities. There is a plethora of tools to use, which we have covered in this article.
"For more than 30% of small businesses is marketing the number one challenge” by Mailchimp
We keep repeating this, I know. But it simply is the Holy Grail – always put the customer in the center of your (not only marketing) activities. I can assure you this won't be relevant only in 2020, but will last for decades. The times in which Henry Ford kept saying “You can have any color as long as it's black” is over. In today's era, your customers' desires and preferences are what should keep you awake at night.
Does this apply to marketing only? Not at all. Imagine you market your product so that hundreds of people are waiting in line to buy from you. Once they approach the cashier they turn back and never come again – unwillingness to serve your customers nicely by one of your employees can be very costly. To give another example, say you run an ecommerce project. Everything from marketing to IT works great, until your logistics crash and the customer does not get what she ordered. Is this something that can badly harm your business? Absolutely! Customers have many touch points when dealing with your business – make sure every one of them is as customer-friendly as possible.
Let's stay in the marketing field for now. You probably run your profile on social media. Having 1,000 page likes brings you nothing if you only reach 20% of them. The organic reach is – and will be – decreasing constantly which we covered in our latest article. You will have no other choice, but to create truly engaging content that resonates with your audience and to invest in paid advertising. What you need to focus on is:
According to the Deloitte Small business technology trends, 80% of small businesses aren't taking full advantage of digital tools. Be the 20% of them.
There are two main communication strategies: inbound & outbound. Inbound makes the potential customer discover you by the content that you create – be it articles on your website, videos on your Youtube channel or podcasts on Spotify. Outbound is focused on push or disruptive strategies – you reach your potential customers while they scroll on their social media feeds, watch videos on Youtube or read articles. Working on your content brings you long-term results. Educating your audience, providing valuable content (and boosting your inbound marketing) is something you should be focused on throughout not only 2020, but every upcoming year.
We've come across a few basic tips to leverage technology in 2020. As stated, even small businesses can – and should embrace the latest technology (not only in 2020, but beyond).