Real estate marketing never stands still. The sector is more competitive than ever, so real estate firms need to remain imaginative in their approach to reaching out to potential buyers.
Whether you’re a professional real estate agent or selling a property privately, maximizing the exposure of your property listing is crucial. It’s obviously how you get the best possible price. This is why we’ve compiled a list of the most interesting real estate marketing ideas for 2021.
Produce Content Regularly
Content marketing is huge, and it’s expected to stay that way for many years to come. The blog will continue to be popular among real estate marketers throughout the year. But expect to see a lot more video content.
Of course, you’ll see lots of property tours on social media platforms — nothing new there. But expect to see a lot more “how to sell your property fast” guides. Video tutorials are great marketing tools. Give consumers the benefit of your knowledge and experience, and they’re more likely to trust you.
Maximize Photo Quality
Crisp, clear and descriptive images are everything in real estate. Firms and agents around the world will be aiming to maximize the quality of their property photos throughout the year. The rising popularity of OLED phone screens makes this essential.
Gone are the days when agents would take a few quick snaps of a property before uploading them straight to a website. Estate agents are investing heavily in photographic equipment to ensure their images are as good as they can possibly be.
There’ll also be a major move towards photo editing. The ability to make retrospective changes to property photos should make listings more attractive and persuasive than ever before. If you’re looking for an editing tool, give Xara Cloud a try. It’s packed with editing features that can turn everyday images taken on mobile devices into something very special.
Try SMS marketing
As old fashion as it might sound —I mean, who would want to use SMS when you have email, Facebook, banner ads, etc.—don’t neglect it before you give it a chance.
It is known in the marketing sphere that channels work well initially, then they start to get crowded, and click rates drop. It happened with banners, Social Media channels, and even with email. When banner ads started in 1994, they were having click rates of over 80%. Now in 2021, we see click rates of less than 1%. The same for Facebook and Instagram posts, it is harder to get people to see them.
SMS has an average open rate of 97%. Not bad comparing it 20% open rate of emails
SMS can become an immediate and close channel to reach your audience. It is very personal, so it is better to reserve it for people who are truly interested in the brand.
You can create SMS lists where people who are actively searching for a house can join, and you can send them new listings or open houses that fit their interests. Or follow up with people who attended open houses. Possibilities are endless!
Engage on Social Media
Real estate firms are now realizing that simply posting listings across several social media channels doesn’t deliver the results it used to. Now, agents have to engage with buyers and sellers. Yes, this sometimes does involve the listing of properties for sale. But it now involves a lot more interaction.
Make 2021 the year your real estate firm becomes a thought leader on social media. Respond to questions, offer advice and publish tutorials. Share thoughts and comments, and ask others to do the same. It shouldn’t be too long before people start trusting you to deliver sales.
Because of Covid-19, you have probably important limitations to gather in person, attend events or catch up with people over coffee, so take advantage of new technologies and be visible online. You will reap the rewards later on!
Create an interesting postcard
Postcards are a great form of brand marketing. Maybe many of the people who receive are not interested right now in buying or selling, but they might be in a year or two.
To make sure your postcard doesn’t end in the trash, make sure it is interesting or useful enough to have in the fridge or the wall. Some ideas you can steal:
- Beautiful places in the town
- Top restaurants in the town
To create a beautiful postcard you can check our templates here. That way you only need to worry about the content, as you can simply edit with drag and drop.
Make Referral Requests the New Norm
Some real estate agents are still reticent about asking for referrals from current and previous clients. But if you don’t do it, your competitors will. The 2021 real estate market is expected to be one of the most competitive yet — so it’s best to have a structured approach to referrals in place.
Think about it like this: if you do a great job for the client, they’ll probably be very happy to share your real estate business card with friends and family.
Pretty much every real estate agent has a website now. But you can gain a competitive edge in the local marketplace by adding a live chat function. This gives potential clients 24/7 access to your services.
Visitors to your website can ask questions via a live chat service. And although you may not be able to respond immediately, the visitor will get a message from a chatbot — as if from one of your team. And when you are available, you can have a meaningful discussion in real time, which is a much more effective way of communicating that sending a string of emails.
Another clever way to use chatbot is to collect lead information in a more fun and engaging way. Instead of boring your prospects with a form, you can create a chatbot that will ask them questions like what area they are interested in, the type of house, how many rooms they need, etc.
Many chat platforms will collect this data for you and send it to your CRM so you can connect with them with personalized messages with email or SMS.
Invest in Newsletters
Before you can start to think about improving or implementing a newsletter program, you should start work on creating a database of contacts. Start with previous clients, and build on the list with leads harvested from your website and social media channels. Just make sure you comply with the jurisdiction’s privacy laws.
Response rates from email messages are still higher than messages via post and SMS. A good newsletter never tries to sell products or services — it delivers real value to the reader. This value is usually delivered in the form of advice, tips and insider knowledge. Recipients learn something, but they are also reminded that you’re still around. This is also a great way of building trust.
Run a Paid Ad Campaign
PPC marketing is still big business in 2021.
Advertising has been around since the first time someone walked up to another person and offered them something for free. Eventually, we all figured out that the best way to get people’s attention was with a catchy slogan or an attractive picture, but these days you don’t even need those to catch consumers’ eyes! With Google Adwords, you can reach your perfect target audience by setting parameters like location, keywords and other variables. All it takes is one click on your site and Google will serve them ads related to what they were just looking at!
Try for example to target people in your exact location that are searching for things like “real estate + city” “buy house + area” or “properties for sale”. These ads allow you to be really targeted and not waste money in showing them to people who don’t care.
Become a Thought Leader
Offering advice and commentary on the real estate market in your area can give you an air of authority. And when this happens, you can use strategic PR to your advantage.
For example, you can persuade local news outlets to approach you for quotes on the latest real estate stories. This makes you an expert, thus eliciting trust in the community. Your name, or that of your company, gets some free publicity — and you can do a little self-promotion when the time is right.
There may be several local businesses in your area that may be willing to help you spread the word about your real estate services. Reach out to high quality, respectable businesses that may be able to throw some business your way. In return, you could do the same. For example, local furniture stores might be willing to partner with you — as they deal with people who are moving all the time.
Create Premium Printed Products
The quality of literature within the real estate sector has never been higher. Glossy pamphlets and real estate door hangers are now the new norms — so make sure your firm isn’t left behind. High-quality paper, informative content and crystal-clear images are essential.
Of course, you don’t have to spend a small fortune on your printed materials. A good inkjet printer, quality paper and photo editing software such as Xara Cloud is all you need for real estate brochures and literature of the highest standard.