Marketing a real estate business in today’s age is increasingly becoming a necessity and a required skill especially as virtually all marketing has shifted towards the internet and digital forms. While there are still niche places for old-school marketing, most if not all forms of marketing have become digital and virtually all homebuyers are starting their home purchase research online.
As digital marketing becomes the norm for real estate agents, it’s a good time to step back and re-evaluate or re-assess your online presence in order to market yourself like a pro!
Know Your Buyer Personas
Buyer personas are your company’s bread and butter when it comes to identifying, knowing, and marketing to your prospective clients. Perhaps you have buyer personas as part of your current marketing strategy. If you do, then take some time to re-evaluate those buyer personas.
Has anything changed over the past couple of years? Has marketing to those buyer personas changed? Take some time to look at who your buyers are and adjust accordingly.
On the other hand, maybe you don’t have a set buyer persona or at least an undocumented buyer persona. While it’s not necessary to have a scripted buyer persona, it can be extremely helpful when you get to know your clients. Understanding not only who they are on a personal level but where they fall into your marketing scheme will help you better target them in a digital setting.
Tailor Your Marketing Messages
Identifying your buyers is the first, foundational step in marketing yourself like a pro. The next is figuring out the best way to market to each one of those personas. Most businesses have anywhere from 2-5 buyer personas that capture somewhere around 80% or so of their prospective buyers, and while many of those buyers can be marketed to in a similar fashion, some require different approaches.
Establishing a set of buyer personas will give you the marketing guidelines for each and give you a roadmap for how to increase your market influence with each one. Some digital platforms appeal to all personas while other platforms only strike a chord with certain ones. Nevertheless, it’s important to tailor your messages to each one of those personas on each digital platform you use in order to maximize your reach and influence.
Leverage Digital Media
For real estate, digital media in the form of videos, podcasts, and other consumable content is downright essential in today’s marketing matrix. You can easily use Facebook or Instagram live for showcasing new listings or answering questions during a virtual open house while YouTube is better for creating listings and walk-throughs.
Utilizing short-form videos is also a great way to make big impacts on your target buyers without taking up too much of their time. TikTok, Facebook and Instagram Reels, and YouTube Shorts are great ways to share information, knowledge, and listings without all of the work required to make long-form videos.
On the other hand, if you put forth the effort to make long-form videos, you can easily extract the highlights of those videos and convert them into more easily-consumed videos for short-form platforms. Use the content you have at your disposal to maximize your presence throughout various social media and content platforms.