A Beginner's Guide To Digital Marketing Strategy

Disclaimer:If you are looking for opportunities to grow your Real estate Business then this guide is for you.

Business Plan for real Estate Included

Digital Marketing Strategy for Real Estate

Introduction || Opportunity, challenge and Reward || Developing your Digital Marketing Strategy || Sample Campaign Check list - Facebook version || Conclusion

The World of Digital Estate

Introduction.

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The Changing Buyer Relationship

In this Guide, I would try to explain how difficult is the relationship between property developers and home-buyers and why in this era ie 2022 onwards Digital marketing is an essential tool to remain alive in the market.

What is digital marketing?

"Digital marketing is essentially a set of activities delivered across a wide range of digital channels - such as search, social media, mobile, email and websites - that when carefully planned and aligned with your core business activities, can extend your reach and deepen connections with prospects driving awareness, sales and loyalty."

This frame suggests that the Owned media, earned, and paid media insects, and therefore Successful marketing campaigns should revolve around the Big three and try to comprise of owned, earned, and paid media.

home builder searches online grew by 300% over the last 5 years and the trend does not seem to stop.

With the boom in Technology and the digital age, the population of buyers is increasing on the internet and direct buying is happening now.

Ways Marketers Can Use Digital Rewards To Improve Customer Engagement

Opportunity, challenge, and Reward

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Traditional Advertising is dying.

Let me rephrase the above sentence 'traditional advertising is dead'

" TV, outdoor, and print channels play a minimal role in the research and decision-making process for home buyers "

The NEW Home/property Buyers Journey The way your customers buy homes has changed. Search engines, YouTube, social networks, forums, mobile apps, maps - are the new tools for property buying.

The Clients are researching ie hopping from one channel to the next in order to find not only their dream homes but also to gain insights regarding the authenticity of the company/individual/business on which the home. property is listed.

Today's homebuyers are the best-informed homebuyers in history.

Normally any home and property seeker goes through five stages of the bing process or you may call it the homebuyer journey.

A Framework for Success

Developing your Digital Marketing Strategy

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One must keep in mind that in today's world social signals are as important and the reason that every successful website would have Facebook, LinkedIn Twitter, Instagram indicators.

There are two main categories of conversion you need to track:

Micro

E.g. sign up for email, download a brochure, and follow you on social media.

Macro

contact an agent to book an appointment, request a call-back, bid/purchase.

Note: Only the Facebook platform would be discussed

In addition, your website should also be mobile-friendly as studies show that 90% of new home shoppers use a mobile search engine at the onset and throughout their research.

Content strategy is very important as it would decide the mode of the buyer. The buyers at their early stage are not in the position to buy they would search for their desired property and look out for details. They are only contemplating the idea of buying, and as such need broader information to orient themselves.

Online Home-Buying Picks Up Speed

What information do buyers look for at the online research stage?

• Regional/National/Local property price info
• Buying guides
• Selling guides
• Finance & Legal guides

HENCE WHEN DEVELOPING HE CONTENT STRATEGY FOR ALREADY ESTABLISHED OR New FACEBOOK PAGE, KEEP THE ABOVE POINTS IN MIND. THE BEST APPROACH WOULD BE TO STUDY THE COMPETITORS AND RESPECTIVE KEYWORDS

Content drives leads

Content is the key to reaching buyers at each stage of their journey, capturing leads, and keeping them coming back.

Here's how to map your marketing structure:

FACEBOOK CAMPAIGN TO BE IMPLEMENTED WHENEVER DATA IS AVAILABLE. THIS COULD EXTEND TO MANY MONTHS AND EVEN YEARS.

• Evergreen Content
• General area/region information
• Property price guides/data
• Environmental ratings guides
• Buying Guides
• Selling Guides
• Finance & Legal information
• Project Specific Content
• Floor plans/site plans
• Location maps
• Internal / External Imagery (CGI)
• Building features
• Video, animations, 3D walkthroughs
• Area-specific information
• Schools and transport information

• Key takeaways:
• Content allows you to communicate with buyers at each stage of the journey
• It powers lead-capture, nurturing and customer engagement
• It provides a competitive advantage
• Capture buyers at the 'consideration' stage by housing evergreen content
• Capture buyers at the 'active search' stage with content ie VIA # HASHTAGS

Images and Video

Rich and engaging visual content are, without a doubt, one of the most critical tools in the property marketer's arsenal.

Production INVESTORS are  5x more likely to be focused while watching video on their smartphones

Social Media Marketing

Tactics to grow your reach on Facebook:

1. Set up account to curate property news for your area
2. Focus your updates on one key thing, e.g. Helping people
3. Post "concept" visuals of your work-in-progress development
4. Spend 10-15 mins per day engaging with fans and followers
5. Share your own blog posts, and re-schedule to go out 3-4 times over two weeks

How an Efficient Real Estate Marketing Looks Like

Sample Campaign Checklist - Facebook version

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Activity	Must Do	Category
1. Identify the Home’s Unique Selling Features	✅	Know Your Listing
2. Research the Property	✅	Know Your Listing
3. Research the Neighborhood	✅	Know Your Listing
4. Set a Price	✅	Know Your Listing
5. Touch-ups & Repairs	✅	Prepare Your Listing for Sale
6. Professional Staging	✅	Prepare Your Listing for Sale
7. Virtual Staging	Optional	Prepare Your Listing for Sale
8. Professional Photography	✅	Create Visual Assets
9. 3D Tours	Optional	Create Visual Assets
10. Video & Virtual Tours	Optional	Create Visual Assets
11. Aerial Photography & Video	Optional	Create Visual Assets
12.  Write the Property Description	✅	Create a Listing
13. Add Listing to various online platforms	Optional	Create a Listing
14. Add as Much Detail as Possible	✅	Create a Listing
15. Distribute a listing to a third-party publisher	Optional	Create a Listing
16. Create a Listing Book	Optional	Create a Listing
17. Set Dates for Open Houses	✅	Open House
18. Create ads for Facebook & Instagram	Optional	Online Advertising
19. Create a Google Ad	Optional	Online Advertising
20. Remarketing Ad Campaign	Optional	Online Advertising
21. Create a  Property Website	✅	Online Advertising
22. TV	Optional	Additional Advertising
23. Radio	Optional	Additional Advertising
24. Home Magazine	Optional	Additional Advertising
25. Call-2-Text	Optional	Additional Advertising
26. Newspaper Display Ads	Optional	Additional Advertising
27. Promote Your Listing in Your Office	✅	Marketing
28. Send in an Email Newsletter	Optional	Marketing
29. Share With Your Local Association of Realtors	Optional	Marketing
30. Market Nationally	✅	Luxury Listing
31. Promote on Social Media	✅	Marketing
32. Hold a Broker’s Open House	✅	Luxury Listing
33. Engage Local Agents	Optional	Marketing
34. Market Internationally	✅	Luxury Listing
35. Produce Custom Video	✅	Luxury Listing
36. Create a Brochure	✅	Luxury Listing

For example: here is the content marketing plan I developed for Dubai-based projects. Note:Doesn't include the paid Ad campaign as it was not the requirement

Created engaging content plus graphics and posted on different social media platforms such as FACEBOOK | TWITTER | LINKEDIN | PINTEREST | INSTAGRAM | Google Business

Day 1 quotes
Day 2 tourism
Day 3self-storage (service)
Day 4 offers
Day 5activities
Day 6leave
Day 7Dubai news
Day 8packing (service)
Day 9 quotes
Day 10Friday post
Day 11tourism
Day 12leave
Day 13Dubai news
Day 14 moving (service)
. . .

Before this Business plan should be developed.

After Developing the General Business plan, perform the SMO for the Facebook page. Since Instagram is the product of FaceBook, it's recommended to take it along. Look for the missing details and fill them accordingly and or rewrite the details ( seeking permission from the client) Along with

• Logo
• Brand colors
• Headcover
• Vision statement

Make sure to have:
Real estate website link if any >> Business hours >> Phone number >> Messaging preference (Facebook Messenger or Whatsapp) >> Menu Tabs>> Call-to-action button

Leave the Digital Marketing to the Pros & Grow Your Business ...

Conclusion

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There are many opportunities for developers, agents, and buyers to connect in meaningful ways. It should always be based on value creation, helping, educating,   and delighting your customers.

Get in touch with the Professional Now: I specialize in all things digital marketing, including website design, social media ads management, mobile marketing, SEO, email marketing, and more

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