marketing for real estate developers

Marketing For Real Estate Developers – Tips For Finding Success

By: Frank DePino | February 2, 2021

Once a property has been built, that is when some people think about marketing. You have a finished product to show off, and in some cases, tenants to showcase. But if you don’t put in the work before the construction begins, there won’t be a completed project to showcase and draw traffic to.

Marketing and outreach are just as important on the development side as it is on the sales & leasing side of real estate. Marketing for real estate developers can help them do everything from finding investors to finding buyers. 

To make sure you attract the traffic you need to grow your developing business, use these tips:

  1. Take steps to increase the awareness and reach of your brand
  2. Generate qualified leads as a way to guarantee an increase in profits
  3. Make sure your website can generate initial traffic along with return visits
  4. Provide value to your customers
  5. Create & implement a comprehensive digital marketing campaign
  6. Create a lead generating website & landing pages
  7. Use consistent messaging across all platforms
  8. Use paid ads
real estate developer marketing

What Real Estate Developers Want & Need Out Of Their Marketing Plans

There are a few basic things that any developer will want & need from a marketing plan created for their company. Here we will cover the most essential methods to utilize in order to be successful when marketing for real estate developers.

Taking steps to increase awareness and reach of your brand

No one is going to invest in your property or rent/purchase your property if they can’t find you online. You have to make sure your brand is at the top of all internet search results. This means you have to create quality content on all your channels, properly use your social media, as well as have a website that is SEO optimized and designed to use as a selling tool. Investing in SEO also builds trust in your business. Trust is cited as one of the top five factors that influence a purchasing decision.

SEO is also important because of the traffic it can drive to your website. There are countless websites on the internet on every topic imaginable. It isn’t possible for a person searching for real estate developers to find and review every website for every developer. You want to make sure your site is fully optimized so you are at the top of the listings and get the maximum amount of traffic. More traffic means an increased chance at a qualified lead.

Here are some steps you need to take to make sure your website and content rank at the top of the search engines:

  • Use keywords and long-stem keywords that pertain to your industry. Use keyword research to help you pick the terms you want to rank and be found for.
  • Check for on-page SEO factors like image alt text, URL slugs, metadata, proper use of headline in blog posts, etc.
  • Make sure you are reviewing off-page SEO elements like social media postings & hashtags, backlinks, guest blogging opportunities, or even influencer marketing.
  • Make sure your website is optimized for mobile devices. 
  • Cutting down on page load time. Pages that take longer than two seconds can be considered slow loading website. Some sites load pages in as quick as .5 seconds.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Generating qualified leads to guarantee an increase in profits

The web is a powerful tool for finding new customers, also called leads. But not every lead is created equal.

You don’t want to waste your time dealing with prospects that are a waste of time. Those individuals were never going to purchase or lease the property you are constructing. Trying to engage these individuals in hopes of striking a deal is never going to generate any revenue for your company. You need to spend your time working with prospects that want the product you sell.

In situations like this, you will want leads that are already pre-qualified for your business. 

There are companies that work to find individuals who are in the market for what your company sells. The contact information for those individuals is then passed onto that business so they can connect with them and see if they are a fit. Organic leads from internet traffic are great; that shows that your marketing plans are working.

But to ensure that you have a reliable stream of income coming in, employing professionals to bring you qualified leads is a smart business move. 

Make sure your website can generate initial traffic along with return visits

Your website is your most powerful tool in marketing for real estate developers.

It is by far your most visible one as well. Since it is the best ambassador for your brand, you don’t want visitors to just stop by once. You want people to return to your site as frequently as possible. You need a plan to get people to return to your website after their initial visit.

If your website doesn’t provide anything of value to visitors, you can rest assured they won’t be back. Consider these tips to generate repeat traffic to your site:

  • Provide meaningful content that connects with your core guest
  • Provide a personalized experience for each visitor to your site
  • Show off what is new and popular in your field
  • Design your website so your visitors have a positive experience
  • Engage users with email signups

Taking these simple steps will pay off in repeat traffic and increased sales.

real estate marketing

How To Achieve Your Marketing Goals As A Real Estate Developer

So far, this article has covered what a real estate developer wants and needs out of their marketing efforts. The next thing to address is how to achieve those results. Here are some things you can do to get the results you want for your marketing plan.

Provide value to your customers

If you want your customers to trust you and conduct business with you, you have to give them a reason. Make sure that you produce content that provides value to your customers.

  • Your social media postings need to serve a purpose for your customers.
  • Your blog posts need to provide something for your customers.
  • Any emails you send need to bring something of value to your customers.
  • Your website has to also contain items of value.

If you don’t bring this value to the content you produce, your customers won’t stay with you. Create videos, blog posts, webinars, and other forms of content that will resonate with your core customer.

Create & implement a comprehensive digital marketing campaign

The digital world is where the bulk of the population gets its information. All businesses need a comprehensive digital campaign that makes them competitive.

Your plan needs to cover your content strategy, email marketing, social media posts, SEO, etc. You want to make sure that you are using the channels that your customers use. And having a strong SEO component means that your content can be searched and found as well. 

Lead generating website & landing pages

As has been stated throughout this article, your website is your most powerful marketing tool.

A well-designed website can serve as a fantastic marketing tool.

It can tell your story and showcase all the facets of your company. A well-crafted website can also help you generate business leads. Make sure you have contact forms and email signup buttons visible on every page of your website.

When appropriate, use landing pages on social media and other locations that will link prospects back to your website or an email signup form. These strategies will help you continue to generate more qualified leads and hopefully, more business.

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Consistent messaging across all platforms

Trust is a driving factor in business relationships.

If customers don’t trust a business, they are less likely to purchase or interact with that company. 81% of consumers have said in surveys that they need to trust a brand in order to buy from them. A way to keep that trust is to keep your messaging consistent across all your platforms.

The tone you strike on Twitter should match the tone in your YouTube videos. This doesn’t mean that you can’t discuss different topics!

Creating content unique to each channel is suggested. But all of it should reflect your brand message and mission. It shouldn’t feel like each channel reflects a different company. If it does, customers may not trust you and that can cause you to lose their business. 

Using paid ads

The internet is a massive place.

No matter what, your website will get some organic traffic and over time, you will generate some organic leads as well. But a smart business can’t take the risk and wait for that organic traffic. By investing in paid ads, you can make sure your target market sees ads for your business.

All the major digital advertisers (Facebook, Google) can use data on their customer base to make sure your ad is only in front of people it will resonate with. Advertising on these platforms is quite inexpensive and has a massive reach.

Google alone conducts 3.8 million searches per minute. Even a fraction of that is a lot of exposure for your business. 

gfi partners

Example Of How A High Performing Marketing Plan Helped GFI Partners

Commercial real estate company GFI Partners is an excellent example of how a marketing plan can help drive results for a brand. GFI Partners worked with Mediaboom to create a website for their brand. The goal was to showcase the many facets of their business. The results were fantastic, and traffic to their website boomed. The traffic growth helped drive qualified leads to their company, which will help them increase their sales.  

Final Thoughts

There are many items to consider when putting together your marketing campaign. Using the steps outlined in the article will help any real estate developer grow their qualified leads and increase their revenue.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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