How to Do Digital Marketing for Real Estate: Strategies & Ideas to Add to Your Plan
Digital marketing for real estate agents is the use of online tools and strategies to promote properties, attract clients, and grow a real estate business in the digital age.
Online marketing for real estate FAQs
Don’t skip out on these digital advertising best practices to find more buyers faster, and close more deals:
Create a plan: consider the property being sold, its target audience, and the budget/resources available to the real estate agent or agency.
Go-to-market with high-quality visual content: Floor plans and photos are just the basics today; to really stand out and increase the likelihood of finding the perfect buyer, agents need to take it a step further with 3D tours. These immersive tours, like the ones from Matterport’s Digital Pro allow potential buyers to envision themselves in the space and get a feel for the property without physically being there, not to mention - giving you all your high-priority media assets with one low-cost appointment and scan.
Tapping into the right channels: Allocate your budget across the media that your target market prefers to engage with, whether that’s online marketplaces, social media, or search engines.
Some mistakes real estate agents should avoid when marketing their properties online:
Not defining their audience: Not defining your audience first can result in wasted ad spend and poor ROI. Make sure to research your target audience and use targeting options available in each channel such as location, demographics, and interests.
Using poor quality visuals: Low-resolution images or poorly produced virtual tours can make your listings appear unprofessional and unappealing. To avoid this, agents can use Matterport’s Digital Pro to create immersive 3D tours, high-resolution photos, and detailed floor plans that can help them (and their listings) stand out from the crowd in terms of professionalism and quality.
Relying on one digital marketing channel: Use a multi-channel approach to diversify how you can reach your audience, wherever they are. Putting all your eggs into one marketplace or channel can leave you vulnerable to changes made by that platform.
Real estate agents advertise online through a variety of channels, including:
Online marketplaces: Real estate agents can pay to advertise their property listings on popular marketplaces such as Zillow, Redfin, and Realtor.com which many people visit during their new home buying process.
Social media marketing: Real estate agents can advertise on social media platforms like Facebook and LinkedIn to reach and engage with potential buyers.
Search engine marketing: Real estate agents can use paid search ads to promote their listings and services on search engines like Google, as well as other websites and platforms that partner with Google.
Just like real estate, digital marketing is dynamic and constantly evolving. Here are some ways to stay informed of the latest best practices:
Attend industry events and conferences: Look for events specifically focused on digital marketing for real estate agents and make sure to attend relevant sessions and workshops.
Follow industry leaders and influencers: Browse and engage with their content on social media to gain new insights and get inspiration for your own marketing efforts.