The real estate sector is subject to constant changes. It is a primordial sector in Spain and a good thermometer of the state of our economy. For years we have been hearing news of his recovery, now even a possible new housing bubble, is usually in the news for one reason or another.
In the digital field we have seen how the great real estate portals have been operating for years and contributing results in dubai email lists. In its shadow have emerged initiatives of new smaller and specialized portals (high standing real estate, sale of bank assets, etc.), and other interesting projects such as Housfy that are trying to change the sector.
We can say that it is a digitally active sector, but that it usually does not go beyond the model of publishing real estate ads, and in which there is a very important actor (agents and real estate agencies) that have not finished taking the step to the world digital.
In most of these cases, their digital strategy is limited to publishing their ads on real estate portals and a limited presence in social networks.
With the aim of contributing my grain of sand to the real estate sector, last week I participated in the VII edition of the Forum Immoscopia in Barcelona, to give you my vision on how you should set out your digital strategy (at the end of the article you have the presentation with the methodological part and the practical cases).
Pillars of a digital real estate marketing strategy
Like many of those who are just getting started in the digital world, agents of real estate property, the first thing they expect to hear are direct application tricks that allow them to sell more in the short term. That direct path that we have all searched for once, but that we know does not exist.
Before talking about strategy and giving them my advice to apply to the real estate sector, I wanted to point out three things:
Internet is not magic: I tried to get rid of that generalized idea that there is a kind of magic on the Internet, that makes things happen quickly, with a relative effort and that the results come quickly. The reality is that it has its advantages with respect to the offline world, but it is hard to get the results the same or more.
Market context: in the real estate sector there is tremendous competition, little or no differentiation (beyond the real estate supply) and I guess (I do not know the data) that with a high percentage of intrusion. It is in this reality and not another, in which marketing strategies have to be developed.
Define a plan: the only way to obtain good results in this context is to define a strategy that will help you overcome the problems and achieve the expected results.
After this introduction, I went on to define “The 5 pillars of the success of a digital marketing strategy”:
Online trust generation: we dedicate ourselves to what we dedicate our audience needs to trust us as a company. In marketing, this goal is summarized in brand strategies.
Related information: online trust, online reputation.
Value proposition: why am I going to buy you before the competition?
Knowing your client well: it is the basis of the strategy and the answer to many of the problems of our company: customers.
Role of marketing in the sales process: we must know what happens in each phase of the sales process, what is the message we must convey to convince you to move on to the next and why channels. At this point we have more than 50% of the strategy defined.
Definition of objectives and marketing plan: and finally I summarize at one point what helps us define the scope (objectives) and the first tactical descent (marketing plan).
Once defined the pillars of the strategy, I went on to give practical examples on what should be the basis of a marketing plan for the real estate sector.
I will not describe each of the practical tips for not lengthening the article, but if I advance you are classified by stage of the purchase process and by type of medium (paid, own and / or won). In this way I give you a concrete vision of what you can do in each moment.