Incredibly, there are still plenty of talented real estate teams that haven’t taken advantage of inbound marketing. Many still rely on the same marketing tactics that have served for years. It’s understandable, but these aren’t enough to separate yourself from your competition these days.
This is going to sound biased, but hear us out: inbound marketing strategies are particularly effective for real estate professionals. This is an industry where there is lots of competition for prospective customers in the form of print ads, billboards, signs and postcards.
Let’s just say that there is a lot of “hope” involved when it comes to using these outbound marketing tactics.
Instead of hoping your open house postcard lands in the right hands, wouldn’t you rather know that you’re delivering your message to right audience? Not only is this more efficient for your marketing budget, but you’ll also convert more leads into clients!
Let’s take a look at 5 of the best inbound marketing strategies for real estate agents…
1) Search Engine Optimization (SEO)
Are you familiar with search engine optimization (otherwise known as SEO)? It involves distinct processes and strategies designed to make your website highly visible for targeted keywords in search engines like Google and Bing.
Not only will this get you a lot more organic traffic, but if you’ve targeted the right keywords, your website will receive more qualified traffic. This qualified traffic consists of individuals who will be much more likely to become leads and eventually clients!
Have you tried running some ads using Google Adwords before? It’s true that search engine marketing tactics can get you in front of potential clients right away. However, it can be very costly. Plus once you stop paying for these ads, your online presence returns to zero.
Benefits of SEO for Real Estate Agents
SEO should be considered an investment. Depending on your budget, it could take a few months to start seeing significant results. If you stick with it, this is an investment that can pay massive dividends in the form of high-quality traffic to your website and listings.
Is this investment worth it when there are massive third-party real estate websites like Zillow and Realtor.com? These properties do own a good bit of real estate in the search results. However, we guarantee you that SEO is worth the investment.
Purchasing a new house still comes down to personal interactions between the real estate agent and prospective home buyer. Most clients will end up on your site to learn more about you, your business and background. If your site isn’t optimized, it’ll be harder to find and likely harder to use.
Where should you start? Learn about local SEO best practices for real estate agents.
2) Leveraging Foundational Content
Talk to any inbound marketer and they’re going to talk about content. Believe us, it’s for a good reason. Great content will draw people to your website and keep them coming back for more.
Simply put, it’s a must!
So what do we mean by foundational content? As a real estate professional, you have an advantage that can be leveraged to great effect in your inbound marketing. We’re referring to your property listings and related raw data obtained from property owners and databases.
This is your foundational content and it’s the primary reason that potential clients will seek you out to begin with. Acquiring new listings and closing transactions means that things are constantly changing and new content is readily available.
Ensure Your Content is Engaging
Your target audience is looking for information about listed properties in your geographic territory. They want to learn about asking prices, the neighborhood and local area.
Make sure that your content is presented in a very “user friendly” way. This means smaller blocks of text, high quality images and an intuitive navigation interface.
Using Smaller blocks of text doesn’t mean leaving out any information. In fact, detailed information is a significant plus as it gives searchers the ability to learn as much as they want to about a given real estate listing.
Pair this information with a streamlined, aesthetically pleasing site layout, and your users will be very pleased indeed!
3) Blogging Consistently
Did you know businesses that blog receive 97% more links to their website compared to those that don’t? Blogging consistently also means more leads! In addition to your foundational content, a blog that answers your target audience’s questions and provides real value is one of the most effective inbound marketing strategies for real estate companies.
In the past, real estate agents relied solely on bringing their knowledge and expertise to their negotiations with clients. Combined with well placed signs and good word of mouth, this was enough to dominate your desired territory.
Blog to Build Trust and Authority
Now, more prospects expect to get an inside look at real estate companies and their agents before choosing to work with someone. Maintaining a blog and developing your site’s content is an excellent way to elevate yourself above your competitors!
In addition to providing insight about you and your team, blogging consistently helps establish your agency as an authority and builds trust with site visitors. Compared to interruptive outbound marketing tactics, it’s easy to see why this tactic can convert more leads into clients.
Did we miss something? Oh yeah! Blogging in combination with other inbound marketing tactics will improve your online visibility. In an industry that bombards leads with marketing messages, this means you’ll be found when people are actually searching for answers!
4) Social Media Marketing
Social media! It’s a big topic of discussion and for good reason. It allows companies to interact and spread their influence to people who they would have never otherwise been able to reach.
A comprehensive social media marketing strategy can help build your personal brand and/or your company’s brand. Combined with other inbound marketing strategies, you can now take advantage of a variety of channels to connect with your target audience.
Unfortunately, we often see businesses take the wrong approach to social media. Perhaps they have set up a profile, but they post very infrequently. Some may post frequently, but it’s too promotional for anyone to become invested. Others may have built a profile on a social platform that isn’t appropriate for their business.
People aren’t necessarily looking to buy something when they are using Facebook, Twitter or Pinterest. They’re looking to see what their friends are up to and connect with others. That being said, an interesting article in their feed can easily grab their attention.
Developing an Online Community Using Social Media
To grow your influence on social media, you need to present yourself as a hub of engaging and worthwhile information. Share content that answers the questions of your target audience. This should include your own content, as well as curated content. Encourage conversations about new listings and be responsive when people ask questions.
A well nurtured community can be converted into more qualified leads and eventually clients. They’ll also be more likely to personally recommend you to others.
There are A LOT of social media platforms available nowadays and it can be tempting to try them all. However, you should pick a core group of social media platforms and focus on those (at least to start out with). Building an online community around your real estate agency takes a lot of time and consistent effort.
It’s extremely easy to stretch yourself too thin– especially if you don’t have a designated person managing your social profiles full time. In a future post, we are going to delve deeper into specific social media marketing strategies that real estate companies can employ.
5) Email Marketing Tactics
Personal referrals are still a very effective way for realtors to build their client list. Well, inbound marketing doesn’t stop after you’ve attracted a few qualified leads to your website. Email marketing is one of the best ways to convert qualified leads and delight existing customers.
Here’s our recommendation: create an email newsletter that you send out to your client list once a month. This is an excellent way to engage the new additions to your list and keep your agency’s name on the mind of past customers. Even if previous customers aren’t in the market to buy or sell a home, it’s a great way to generate more personal referrals.
If you take the steps to ensure that your newsletters provide valuable information, you’ll find that people in your list will share it with others. In fact, consistently engaging newsletters can help you develop an extremely valuable and loyal community of subscribers.
We want you to know that the purpose of this post was to provide an intro to inbound marketing tactics that can benefit real estate agents. There’s a lot more you can do if you choose to make a long-term commitment to inbound marketing.
Again, we stress “long-term” because you aren’t going to see a significant change right away.
This is a reason why many businesses don’t stick with these tactics– an unfortunate decision as inbound marketing provides a significantly better ROI compared to traditional marketing methods.
At Arclight Interactive, we want you to get the most out of your marketing budget! Want to stay ahead of the curve? It’s time to stop relying on outdated methods. We guarantee that investing in inbound marketing will earn you significant results.
If you have any other questions about inbound marketing tactics and tips, be sure to fill out our contact form or leave a comment below.