Real estate promoter, real estate agency, you want to stand out from the competition and develop your real estate mandates and sales?
Here are essential elements of an effective real estate marketing plan.
Every month, French people surf on a site dedicated to real estate, which have a total of millions unique monthly visitors. Real estate projects begin with an online search. A real estate marketing plan that describes each step required to guarantee the expected results, whether it be the number of leads, the number of mandates, or the number of real estate sales.
This step consists of defining your positioning, both who you are, how you are perceived and how you would like to be perceived, while differentiating yourself from the competition. This requires a good :
- analyzing and evaluating your strengths and weaknesses
- Know your competitors, their strengths and weaknesses.
- define its targets (the personas), their expectations, needs, motivations, satisfactions and dissatisfactions, starting from its current customers
- develop opportunities for growth: new markets, technological changes, consumer trends, etc.
- take into account threats, i.e. potential obstacles (legal, economic, political, etc.)
All these elements must contribute to the definition of a strong and differentiating positioning to encourage customers to choose your company first. Don’t forget to use the Internet and especially Internet research to refine this positioning.
In this step, you need to describe the expected results of your marketing plan by setting :
- achievable and realistic goals. There is no point in setting goals that are impossible to achieve. And make sure that your teams agree with your real estate marketing strategy.
- of targets
- a clear schedule of key tasks
- the resources you need (staff, equipment, providers…)
- a budget including all costs.
Avoid spreading yourself too thin with several marketing objectives, according to the expression “hit one nail at a time”! Set up a global digital strategy with this triple objective: optimize the traffic on your website, acquire new prospects and customers, facilitate the prospecting process.
Once you have determined your objectives and targets, you need to find ways to promote your business to potential customers. Think about your real estate marketing strategy beforehand.
The watchwords are: planning (of your sales actions) and profitability (of your tools). Traditional strategies generally take into account the 4 “P’s” of marketing: product, price, place and promotion, or even the 7 “P’s” with the addition of: People, Process, Physical Evidence.
With the Internet, the volatility of customers and the profusion of offers, these strategies are now giving way to a new approach, that of inbound marketing, which consists in making customers come to you instead of going to get them. Why is this happening? Because consumers spend most of their time on the Internet before making a purchase.
No more tough salesmanship. Long live inbound marketing, content marketing, social selling, growth hacking, all these new marketing strategies that aim to develop the business of companies. For its part, the inbound marketing approach, known as the “funnel strategy” generally involves four stages:
- attracting strangers
- convert them into leads
- then as customers
- and finally as ambassadors of your brand
The inbound marketing strategy is a global strategy that allows you to attract prospects by creating a foundation of trust (rather than going after them without their consent), create commitment, inspire your prospects, demonstrate your expertise and increase your notoriety. This strategy costs on average less than a traditional strategy, and generates 3 times more leads.
Once you have decided what your marketing objectives are, and what is your strategy to achieve them, you need to plan how this strategy will become reality using real estate web marketing tactics, lead generation levers, leads, and more:
- your website
- your blog
- your mailing campaigns
- your white papers
- your newsletters…
All of these tools will need to be coordinated to produce measurable results through calls for action (CTA). These tactics rely on your ability to produce quality content to attract, convert, feed and retain your future customers. Don’t forget that these tactics must also be complementary to your traditional marketing actions: leaflets, sales panels, billboards, window displays, events, trade shows, etc.
Rather than notoriety (difficult to measure), focus on increasing mandates if you are a real estate agency, on increasing real estate sales if you are a real estate developer. This will give you results that will allow you to gain leadership and credibility.
By measuring these performance indicators (KPIs), you will know which channels to invest in, which types of messages to send, which offers interest or do not interest your prospects and clients… Show yourself to be relevant or even impertinent in your marketing actions. And always ask yourself what your future customers expect from you.
Improving your conversion rates, optimizing the return on investment of your commercial actions, the entry of more mandates, and ultimately the growth of your turnover, isn’t that what you expect from an effective real estate marketing plan? Without results, digital real estate marketing risks being useless. That is why it is important to be well supported by an inbound marketing agency to ensure the success of your real estate marketing plan.