real estate digital marketing services

Real Estate Digital Marketing Services – 9 Must Haves

By: Frank DePino | February 28, 2024

Real estate digital marketing services allow your real estate firm to reach your target audience, develop and strengthen your brand, inform and educate to build trust, generate leads, and convert more customers. Which digital marketing services should you utilize?

Here are the top digital marketing services for real estate firms:

  • Google Ads.
  • Content marketing.
  • Web design.
  • Email marketing.
  • Local SEO.
  • Lead generation.
  • Online reputation management.
  • Landing pages.
  • Video marketing.

In today’s expansive, informative guide, we’ll go through each of these real estate digital marketing strategies in greater detail so you can decide how they configure into your overall marketing plan.

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9 Real Estate Digital Marketing Services to Implement into Your Next Campaign

Google Ads for Real Estate

When it comes to pay-per-click or PPC advertising, Google Ads remains at the top of the pile.  

According to a 2021 article from PPC Report, more than 95 percent of brands spend money on Google Ads.

That should include your real estate firm as well.

To make the most of a Google Ads campaign, you must sit down with other stakeholders within your company and define your goals. 

Next, select your target audience, aka the receptive group that you’ll advertise to. You can then create your ad and begin bidding on real estate-related keywords. 

If this sounds a little too much out of your wheelhouse, you can always work with a PPC ads agency to fulfill your real estate advertising goals. 

A PPC ads agency can increase your firm’s ROI, produce quality copy that converts, reach even niche target audiences, and produce highly detailed reporting.

Content Marketing

Second on our list of real estate digital marketing services is content marketing. It increases your organic search traffic, aids conversion rates, and helps you build upon your brand. 

Through content marketing, you can prove that your firm does more than buy or sell houses. You’re passionate about the community you serve, and your firm has a storied history that you can tell people about.

What content should your real estate firm focus on? Video marketing is always highly recommended, which we’ll talk more about later in this article.

You can regularly publish blog content that informs your audience about much more than merely the home buying and selling processes. 

You can delve into topics you know your audience will care about; such as financing for a new home, trends in interest rates, winterizing their homes or keeping their lawns tidy. 

You don’t solely have to produce written content. Maybe a blog post about saving energy would look really great as an infographic. Everyone is always looking to save money on their utility bills, so your infographic could spread like wildfire. 

For the more in-depth topics still, you might think about writing an eBook. Its chapters can be used as a lead magnet to entice more signups to your email list.

Mediaboom shows a website he created for his client who is a real estate investor

Web Design

Your real estate website is one of tens of thousands, as the National Association of Realtors predicts that the United States has 106,548 real estate brokerage firms as of late 2020.

Even in your city or town, you’re one of dozens. Exemplary website design is how your firm can stand out, which is why it’s the next on our list of real estate digital marketing services.

What must-have elements should you incorporate into your real estate website? We recommend the following:

  • Several calls to action per page, whether those are CTA buttons or links.
  • CTAs above the fold where people can easily see them.
  • Evergreen content, which is content that doesn’t have an expiration date.
  • A simple, clean layout.
  • Mobile optimization.
  • Uncomplicated navigation.

Is yours a luxury real estate firm? If so, then these examples of luxury real estate website design will give you a good direction to take your own site design. 

You’ll notice that most luxury real estate websites feature encompassing images on their homepages that showcase the beauty and appeal of their particular locale. What better way to whet someone’s appetite, after all!

We also recommend browsing through our list of real estate investor website design examples. This showcase is sure to get those creative wheels turning.

Email Marketing 

Another on our list of real estate digital marketing services to utilize is email marketing

Although email as a technology is decades old at this point, a stat from Snov.io Labs, a sales automation resource, found that in 2022, nearly 90 percent of marketers still relied on email for lead gen more than any other method.

Building your email list means producing enticing content that, as mentioned, you can use as a lead magnet

Your site design also elevates the size of your email list, as well-timed opt-in forms can capture contact information before a site visitor bounces. 

Once you populate your real estate email list, it’s all about keeping people engaged.

For new leads, you can use email to move them through the sales funnel. You can send a welcome email, then follow up with informative content about how you buy and sell homes. 

Ultimately, you’ll encourage the lead to choose your real estate firm and convert.

Email marketing can strengthen current customer relationships as well. You can send newsletters to keep your audience abreast of what’s going on at your real estate firm, or perhaps you send your email list exclusive first looks into new properties that are about to go on sale. 

Download Our FREE Whitepaper

10 Real Estate Website Must Haves to Drive Traffic & Generate New Leads

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

Local SEO for Real Estate

Most businesses that use digital marketing do so to grow, perhaps on a nationwide or even an international level. As a real estate firm, you’re focused on serving your local community, which means real estate digital marketing services like local SEO suit you best.

Although you’re only targeting your community, the same SEO rules as on a more global scale do apply. Here are some best practices to follow:

  • Optimize your website: If you haven’t already done local keyword research, start there. Then naturally sprinkle those keywords throughout your content. Further, optimize all URL slugs, meta tags, alt tags, and title tags.
  • Complete a Google Business Profile: Google My Business is the free Google service that pops up when you search most companies. If you don’t have a Google Business Profile, create one. Fill out every field so Google can generate a business listing for you.
  • Prioritize your website loading speed: In a 2019 report, Unbounce found that 46 percent of surveyed marketers’ respective websites loaded within six to 10 seconds. Your website should load in two seconds or less. Your real estate firm can get a leg up on the competition and boost SEO just by making this one little switch. 

Lead Generation

In the real estate field, customers work with agents for a while to buy or sell a home, then they largely exit your sales funnel. 

After all, according to the National Association of Realtors, the average person stays in a house for 13 years. That’s a long time before they’ll need your services again.

Your real estate firm always needs an influx of new leads, and that’s why lead gen is arguably one of the most important real estate digital marketing services we’ll talk about today. 

There is no one strategy to lead gen that your real estate firm should implement. If anything, having several lead gen methods in place will ensure you can keep a consistent stream of leads coming down the pike.

Here are some lead generation strategies for real estate firms:

  • Use printed media! As we wrote about in a previous post, newspaper ads and other forms of printed media are viable tactics when approaching a local market. 
  • Produce high-quality content frequently. The goal is to publish to your blog four times per week. Consistency is key, so even if you only post twice a week at first, if it’s twice a week every week, you will see results.
  • Improve your customer service. Even if you’re prompt with email replies and you have a well-sized staff of customer service phone reps, there’s always room to improve. 
  • Continually segment your leads and send them targeted content that suits their needs whether they’re buying a home, selling, or merely browsing. 
  • Use social media marketing among your real estate digital marketing services. Build a robust social media presence, share engaging content, and respond often to comments and messages to build trust with your audience. 
The marketing director is managing the online reputation of her client who has a real estate business

Online Reputation Management for Real Estate Agents

As a real estate firm, your reputation is what could encourage a homebuyer or home seller to choose your firm or the one that’s right across town from you. 

The above tip of making customer satisfaction your top goal is the best way to create a sterling reputation. While you can’t help what customers will say about you, if you put the customers above all else, people will take notice.

Other areas of online reputation management to focus on include the following:

  • When people leave comments on your blog or on social media posts, do your best to respond promptly. The same goes for any emails and direct messages you receive on your socials.
  • Encourage your customers to leave feedback after they’re finished buying or selling a home through your real estate firm.
  • Showcase a selection of testimonials that exemplify what services make your real estate firm one of the best in the neighborhood. 
  • Claim online listings pertaining to your real estate firm so you can prove you’re the owner. This usually requires a verification process where you either have to agree to a video chat or video recording, respond to an email, or have a brief phone call. These measures are to prove that it’s you.
  • Design a website that makes UX the top priority. Many of the real estate web design tips from earlier keep UX top of mind through uncluttered elements, simple design, and easy-to-use navigation. 

Creation of Landing Pages for Real Estate

Continuing our list of real estate digital marketing services, next is the use of landing pages

A landing page is a promotional page for a product or service. The page contains content about the product or service, including what it is, how it works, and what its benefits are. Images and oftentimes video augment the content.

A real estate landing page displays your available listings as well as more information on any property a buyer or seller might be interested in. 

The design of your landing pages is paramount to their success. You want a professional-looking page that isn’t cluttered no matter how many elements it may display at once. Use images of properties taken by pro photographers.

You should also include an opt-in form on your landing page that requests the contact information of site visitors so they can learn more about your available properties. 

Be sure to use lead magnets such as a homebuyer’s (or seller’s) first-time checklist or a few chapters of your eBook on mortgage rate trends. 

Some real estate agents are taking a video tour of their properties to improve it.

Real Estate Video Marketing 

Video is an integral part of your real estate digital marketing plan. Through video, you can engage with your audience, increase your leads, and build your brand.

Your real estate firm can use the power of video marketing in so many ways, such as:

  • Video house tours. Take interested buyers on a video tour of the hottest properties around town. Use CTA buttons in the description of your video to entice viewers to sign up and schedule a tour today.
  • Homebuying and selling dos and don’ts. There’s a lot that can go wrong when buying or selling a home. A series of videos on dos and don’ts will help first-timers navigate through these exciting life changes.
  • Educational videos. Is it worth investing in a starter home when you might move out in a few years? Should you add solar panels to your home? Your real estate firm can explore all sorts of topics in an ongoing educational video series.

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Conclusion   

Real estate digital marketing services encompass areas such as video marketing, reputation management, email marketing, content marketing, and local SEO. These strategies should give you a good starting point in managing your next real estate marketing campaign. To give your real estate marketing the boost it needs, trust in the pros at Mediaboom. We’re specialists in the digital marketing services discussed today, and real estate is one of many industries we serve.

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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