We have covered quite a few industries by now, and I’m happy to see more and more ideas coming from you—my readers.
I’ve received several questions about real estate agents, so here are my tips on how to best market a real estate agent.
You’re always welcome to add more tips. And feel free to tag someone who might benefit from these little tips over their afternoon coffee or suggest the next industry we should look at. Bring it on.
Having a website
… You simply can’t do without a website, because there are so many opportunities to showcase properties online and provide additional information that can inspire people. On top of that, you gain access to valuable data that allows you to tailor your marketing efforts even further in the future.
I recommend building your site on the WordPress platform with a theme suited to the industry.
Make sure to get quality photos taken that reflect your company’s tone and spirit.
You can always set up tracking on the site so that you know when someone fills out a contact form, clicks on a phone number, or gets in touch in another way—that’s a “conversion”.
For this, I would use Google Analytics and make sure to set up goal tracking for anyone who performs a contact-related action.
Facebook advertising
Once your website is in place, the next step is advertising. And for this purpose, Facebook is (still) a powerful medium in my opinion.
Create target audiences based on the area where you sell apartments, houses, etc. Here are a few ideas for targeting:
- Users who have visited a category such as /apartments, and show them ads that build trust.
- Try to be inspiring in your advertising. For example, use a GoPro to create walk-through videos of a home, as if you were the potential buyer. (I wouldn’t be surprised if virtual reality becomes big in real estate.)
- Create videos and build trust around your agents and your company’s name.
- Make sure to integrate tracking with your website so you can see when someone clicks on an ad and then fills out your contact form, for example.
Google Ads
There are still opportunities to succeed with Google Ads, but you’ll need to find your niche to get the most out of it. Competitive keywords may not be worth chasing, but maybe you’re very strong on townhouses in central Aarhus? Or family apartments on the outskirts of Copenhagen?
Make sure to set up tracking from your website in Google Analytics as mentioned earlier, and transfer that data into Google Ads. That way, you’ll know what is actually generating leads. Also, remember that you can track clicks on phone numbers directly within your Google Ads campaigns.
Another key point is to make sure you’re present on your brand name. While it’s likely that you’re already number one in organic search, Google Ads allows you to display your phone number, address, and unique selling points right in the ad. This is the first thing people see when they search for your brand, and it’s a low-cost way to ensure potential clients are met with the right content.
Content marketing
The housing market can be one of the most difficult things to understand. Getting to grips with loans, agent fees, legal costs, renovations, and so on is a process. But this also opens the door for businesses to become a trusted source of information in the market.
That’s where I see content as a powerful tool. Whether you choose text (like blog posts), video, or audio is entirely up to you. I believe content builds trust and gets people talking at the dinner table—and returning to you when they need guidance for their next property purchase. Content is also a great engine for generating material for social media, websites, and newsletters.
Some content ideas:
- Guides about mortgage types
- “10 things to be aware of when buying a home”
- “Should I live in an apartment or a house? Pros and cons”
- Interviews with people who have recently bought a home
- Internal news: “Welcome to our new hires” (builds an outward-facing company culture, showing that you’re human = trust)
Maybe you should even consider launching a podcast about property buying. Something like “The Property Corner by [Insert company name]”.
This kind of content will also strengthen your domain’s SEO value, which over time can help you rank high on Google and bring in more visitors organically.
E-mail flows & personalization
Creating a personal connection with your current and potential customers always works. Whether you choose to use SMS, email, or other channels is entirely up to you.
Imagine a newsletter containing the type of content mentioned above. You’re providing everything a potential buyer or seller needs—you build trust, and in return, you earn a good reputation in the industry.
Build these flows so that users who subscribe to your newsletter receive a personal welcome email. It really works, because we’re all human—and the more personal a digital interaction feels, the more trustworthy it becomes.
Content marketing and personalization are also the best ways to generate word-of-mouth, which I believe is the best free marketing you can get—receiving positive buzz from others.
I hope these little tips can help your business if you are a real estate agent reading this.
Feel free to leave a comment if you have feedback, if you’ve implemented some cool strategies yourself, or if you’ve come across real estate marketing that just hit the mark perfectly.
Comments