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6 minute read

It’s easy to get swept up in the trends. To be presented with an emerging digital marketing tactic and/or platform — touted as the next big thing in connecting with online audiences — and find all your efforts hyper-focused on shiny objects.

Now, don’t get me wrong. Diving in and continuously experimenting with new digital opportunities as they arise certainly beats forever adhering to the status quo.

What’s important to keep in mind is that, as a real estate professional, your marketing efforts online function as part of a larger ecosystem. Each area of focus inevitably feeds into the others and if you’re going to divert attention towards new initiatives, make sure you have all the facts.

As you develop a strategy that takes into consideration all moving parts, use data around audience behaviours online to shape your approach. With a better idea of where and how homebuyers and sellers are spending their time, you can more effectively dedicate resources to getting in front of them.

To start, here are five real estate digital marketing statistics agents need to know:

#1: Almost 8-in-10 Australian’s use Social Networks

And not only are they using them, they’re using them regularly.

If you’re an agent that has yet to jump on board the social bandwagon, the only question to ask at this point is: why? Consumer eyeballs are there in undeniable numbers and your real estate business is on a mission for visibility. If this, then that; the two go hand in hand.

Even more important than the sheer volume of users, however, is the fact that marketers have found proven success in adopting social channels for their businesses. 90% of all marketers, in fact, report having generated more exposure for their business through social, with 66% specifically citing lead generation as a benefit of their efforts.

With that being said, social media is constantly evolving and at times, forced into change as scandals and questions around data usage take centre stage. Recent events have certainly left businesses questioning their use of channels like Facebook, but the answer isn’t necessarily to abandon ship. Instead, revisit how these networks fit into the larger puzzle.

For example, we already know that reaching relevant audiences to your real estate business through social is pay-to-play move. And since you should be giving weight to advertising, you’ll want to be more considerate of both the people being targeted and the content they’re being targeted with.

#2: Email Use Worldwide Continues to Rise

There are tried and true methods when it comes to digital marketing that is worth exploring on behalf of your real estate business. Email is one of them. Especially when you consider the fact that email use is projected to top 3 billion users on a global scale by the year 2020.

That’s no small number, folks. And, despite the naysayers, email remains the preferred channel that consumers want to receive marketing from brands. After all, with an email address in hand, you’re literally able to deliver a note directly to someone’s personal inbox. There’s a lot of potential power in that, especially when trying to avoid being filtered out as spam.

Case Study: Agent lands $2.75 million listing with content marketing and email

Maintaining a healthy email marketing program requires regular consideration for the state of your lists and the quality of the content you’re feeding through. In a sense, they work off each other, with the lure of quality content helping to grow your potential customer base, and an engaged customer list a sign of quality content.

Keep in mind email best practices for real estate agents when trying to remain conscious of both.

#3: Mobile AdBlock Usage is on the Rise

The increase in AdBlock usage over the years has reached a point where it’s now overtaken use on desktop devices. What does that have to do with your digital marketing efforts, you may ask? The answer is two-fold.

First, the need for mobile-friendliness across the board when it comes to marketing your business online is a necessity. If you’re not shooting video content with mobile viewers in mind or designing a website that plays nice with mobile browsers, you’re closing your business off to a wide base of potential customers right from the start.

Additionally, the rise of AdBlock speaks to the saturation of feeds users are up against when online. With the amount of competition businesses have to deal with when trying to reach consumers, the reaction has been to scream louder in order to get their attention. This can clearly backfire, which is why it’s even more important to consider the value of your messaging before putting those ads live.

#4: On-Page SEO is Most Effective SEO Tactic

In 2017, 48% of 1,200 global digital marketers reported that on-page SEO was still considered to be their most effective SEO tactic. For as many channels as you can distribute a message through with regards to your real estate business, sometimes you don’t have to look too much further than your own website for results.

On-page SEO is the practice of optimising individual web pages in order to rank higher and earn more relevant traffic in search engines.

This is especially true when you consider recent changes made across Facebook’s advertising platform as of late. As network policies change, you’ll have little choice but to adapt or fall back on your own digital assets. You can’t just build that digital marketing house on rented land.

Putting emphasis on your website as the home base is what will ensure your lead generation remains stable as other third-party channels come and go. If your real estate website isn’t ranking well in Google at the moment, spend the time auditing your pages. Whether through useful content or proper keywording, there are a number of first steps you can take to best optimise your web presence for surfacing in search engine results.

#5: There’s Value in Incentives

In a global survey conducted by KPMG, they found that consumers in Australia, New Zealand, Canada, France, Belgium, and South Africa were most likely to be influenced by price or promotions. In fact, they found that more than 38% of consumers said these factors were what drove them to their final product choice.

As a real estate agent, you may not be selling goods but you are selling your service. It may not make sense to toss out a discount code, but there is value in incentives when it comes to securing leads.

This could be realised in the form of free, downloadable content as you build out an email list or a referral bonus for current customers. Or perhaps you’d even consider offering some sort of complimentary consultation at the end of a Facebook ad funnel campaign.

There are a number of ways to think about incentives past the obvious in applying them to your real estate business’ digital marketing initiatives. You just have to ask yourself what might be enough to activate someone to take action.

Final Thoughts

You won’t always find immediate success when putting digital marketing campaigns into motion, but as long as you remain strategic in your approach, ROI will increase over time. Take into consideration tactics that are driven by trends in data to most efficiently guide best steps to take and when to take them.

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