A Step-by-Step Guide to Your Real Estate Marketing Plan
Mariam Zaidan
May 20, 2020
Mariam is a Marketing Executive at Hovi Digital Lab. Her dream is to become an influencer in the Marketing world that others can come to for ideas, strategies, and food. Social, digital, cakes, and cookies, Mariam’s got you covered.

If you’re in the business of selling property, you need a solid marketing plan – just like any other company in any other industry. However, the precise nature of this plan depends considerably on the industry in which you operate. You must tailor your marketing plan to accommodate your target audience to get an edge on the competition.You probably know that you need to be doing that in principle, but putting it into practice can be a significant challenge. The following seven high-impact tips will help you supercharge your real estate marketing and help you grab more customers.

1- Define Your Objectives & Goals

Setting up smart goals as a real estate agent is challenging. Remember, the SMART acronym stands for:

  1. Specific
  2. Measurable
  3. Achievable
  4. Realistic
  5. Timely

As a real estate seller, you need to make sure that your goals fit these criteria.

  • Do you have specific goals for your sales and marketing team?
  • Do you have systems in place that enable you to measure whether you’ve reached those goals?
  • How many apartments do you need to sell to reach your goals?
  • Are your goals realistic given your current staff, client base and the market demand?
  • Can you achieve your goals in a reasonable amount of time?

Asking yourself these questions is vital before you begin any marketing campaign. It helps you evaluate whether your advertising is feasible or not.

2- Create Buyer Personas

Creating a buyer persona is a vital part of any marketing plan, but particularly for real estate agents. You need to understand the type of customer who is likely want to purchase a specific property. Not only that, but you also have to think carefully about how to manage your sales process. Buying a house can take months, if not years, so knowing which stage a buyer is at is also critical.

But you might ask yourself why Buyer Personas Are So Important to Your Business?

Developing accurate buyer personas is vital. Doing so helps you attract not only the right audience but also lowers the cost of marketing. With fleshed out personas, you avoid wasting marketing dollars on people who you can’t help.

3- Differentiate Yourself From the Competition

Real estate agents find it hard to differentiate themselves from the competition. Your services are likely very similar to the agency down the road, making it difficult for you to charge a premium

The trick here is to do something different from everyone else. Your marketing plan should include a unique selling point you can use to draw in people and get them to use you instead of the other guy.

Let’s take a look at a couple of examples:

  • Warranty: You could offer your customers a warranty on all homes that they buy through you for a specific period of time. A guarantee would allow clients to recoup the cost of repairs if there are underlying issues with their home.
  • Remote viewings: Sometimes clients want to be able to look around a house remotely. By offering remote viewings through an internet portal, you can provide your clients with a service that they don’t usually get at other realtors.
  • Smart Home: Also called a home automation or smart house system. A house automation system will control lighting, climate, and appliances. It may also include home security such as access control and alarm systems. When connected with the Internet, house devices are an important constituent of the Internet.

4- Create Your Pitch

Creating your pitch is vital to the success of your real estate company. You’ll need to prove to customers why they should use you instead of other realtors or online sellers. Your top management and salespeople need to be in constant communication with each other, designing and modifying the ideal pitch.

Consistency in your sales pitch is essential. You need to make sure all of the people in your organization are on the same page to avoid confusing your customers. It’s vital that both marketing and sales use the same kinds of language and talking points when communicating with customers.

Read Our Real Estate Advertising Ideas Success Story You’ll Never Believe

5- Choose Your Media Plan

Not all companies use digital marketing channels in the same way. How you develop your digital presence relies very much on the nature of your firm.

Choosing where you should advertise online is tricky. You have a multitude of options. You could:

  • Pay an SEO agency to develop content and optimize your search engine optimization
  • Pay Google and other search engines to advertise your pages in search results
  • Launch a social media campaign (including creating content, hosting competitions, or running a giveaway)
  • Create YouTube videos of the homes that you want to sell (allowing potential buyers to go on a virtual tour)
  • Liaise with influencers – people who create content for those interested in property
  • Generate an email campaign to encourage would-be buyers to use your services

The important thing is that if you want to be successful in today’s marketplace, you must have a digital presence of some kind. You ignore digital at your peril.

6- Prepare Your Budget

Your marketing budget isn’t unlimited. At some point, you’re going to have to choose which areas you’ll focus on which you’ll miss out. You can’t carry out marketing efforts everywhere. It’s just not productive.

At the very least, your budget should cover the costs of your business visibility plan. If your agency is relatively new, your main task is to raise brand awareness. You can also snoop on the competition to see what they’re doing and whether there are any untapped opportunities in your local area.

7- Measure Your Results

You won’t know whether your real estate marketing strategy is a success until you measure results. Unfortunately, calculating returns on investment isn’t something that the majority of realtors do. This fact means that the majority don’t know whether they’re making money on their marketing efforts or not. Sure, it seems like their business is getting more likes and shares, but whether that’s translating into real income isn’t always apparent.

Measuring the quarterly results of your marketing efforts is a priority. You need to know whether your marketing dollars are generating a positive return.

Performing these measurements, however, isn’t always easy. You need to know which data to track and which metrics matter. Discerning whether a particular marketing effort is making you money or not, is a tricky technical exercise.

The good news, however, is that we are here to help. With our support, you can validate your campaigns and check that they are making you money, giving you peace of mind. Feel free to request a free consultation session.

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