If you're a seasoned real estate professional, you likely know that your online presence is essential to your success or failure when it comes to generating new leads and clients for your business. So we are going to bypass the typical online marketing tips about having a website, starting a blog, and creating a Facebook page. Instead, we are going to share some more specific strategies that you can use to market yourself and your real estate business. Ones that already assume you have a website, blog, and Facebook page.
1. Use Responsive Web Design
Because of the continued rise of website visitors using mobile devices, the need for a mobile-friendly site becomes more important. This is why responsive web design is a must for your real estate business.
What is responsive web design? It is simply a design that is fluid—as a visitor's browser size changes, so does the design. This usually means that a site with the basic main column and sidebar design on a desktop will be displayed with the sidebar below the main column of content on a mobile device.
Why responsive design? Studies and statistics show that sites with a responsive web design have higher conversion rates and increased sales. Google also recommends responsive design. And, of course, your potential clients will love the fact that they can visit your website from anywhere with any device.
2. Create Local Content
Creating content that is helpful for home buyers and sellers is a must. Both buyers and sellers tend to spend a lot of time researching the buying and selling process, especially if it's their first time.
In addition to covering the basics, you'll also want to invest in creating content for the locations you cover. People moving to a new area will be interested in fun facts, statistics, schools, neighborhoods, events, and so forth. If your website offers them content on these topics, they will ultimately be introduced to your services.
One great example of real estate companies producing local content is Movoto. If you live in a major area, there's a good chance you've seen a Facebook ad from them promoting content related to where you are.
3. Capture Emails
Another thing that Movoto does really well is building their email list by asking you for yours to get updates for new content about your area. Why is this powerful? Because between the Facebook ads and emails you sign up for, you won't forget Movoto's name. And when it comes time to buy or sell a home, you'll likely think of them.
Tip: Set up a Zapier integration between your email marketing system and CRM so you can learn more about your newsletter subscribers and potentially turn them into leads for your business.
4. Ask for Reviews
According to Compete, sites like Zillow receive, on average, over 16 million visitors per month. Alexa also ranks Zillow as the leader above other home listing networks such as Trulia, Homes.com, and Movoto. (The lower the Alexa ranking number, the higher the traffic.)
This means that your customers are likely using Zillow to find houses and research the best real estate agents in the area. This is why you need to not only have an agent profile on Zillow, but you need to encourage your clients to review you as well.
You can't be shy about asking for reviews, especially ones that could be extremely valuable for your business. Anytime you receive an email or phone call where a client expresses praise for your service, use the opportunity to ask them for a review on Zillow (or the network they used to find you).
As an added bonus, you can copy and paste your best reviews on your website. Since they can be verified on Zillow, you can feel confident about sharing them. If you offer multiple services, be sure to find unique testimonials for those pages to instill confidence in anyone who is considering contacting you.
Tip: Take advantage of the Zillow Tech Connect integration on Zapier and automatically send new leads to the CRM or email marketing system of your choice.
5. Use Beautiful Cover Photos
Cover photos on social networks can provide for a great marketing opportunity. Realtor.com, for example, uses their Facebook cover photo to highlight their mobile app.
Realtor Ronnie Ontiveros uses her cover photo to highlight a property for sale.
Florida Realtors use their cover photo to highlight their upcoming conference.
As you can see, no matter what type of real estate business you are in, you can take advantage of cover photos. Be sure to also include a link for people to click on in the photo's description so that people who click on the photo can get to the highlighted subject on your website. In the above examples, the links should take people to the mobile app, the property, and the conference pages.
Also, when it comes to cover photos, don't forget about using them on LinkedIn (also known as the background, available if you have a premium account with premium visibility turned on), Twitter (also known as the header photo), and Google+.
6. Answer Questions
There are dozens of great places online where you can connect with potential clients by simply answering their questions. For starters, there are the City-Data.com forums, where people ask questions about locations worldwide, with specific sub-forums for each state in the US and sub-forums within each state for the largest metropolitan areas.
There are also question and answer networks like Quora that allow people to ask questions about all topics, including home buying, selling, and relocating.
All you have to do is find the networks, forums, and groups where your potential clients are going to discuss their real estate needs, join them, and start answering questions. Start by setting a half-hour of time each day to checking each network for questions that your potential clients ask, answer them, and move on.
The perk is that even if you don't turn the asker into a client, others will view your answer, generating more exposure for your real estate business.
More Marketing Tactics
We hope you've enjoyed these real estate marketing tactics. Do you have additional ones you'd like to share? Please do so in the comments.
You might also enjoy this article: "How to Turn Twitter into a New Source for Sales".