Online marketing is becoming a trend in the Kenyan real estate industry due to increasing number of Generation Y buyers. Generation Y born between 190 and 1995 are increasingly investing in real estate or looking to own their own homes. Unlike their older counterparts, this generation is tech savvy and is at ease with internet usage. They are more likely to look up a property on Google for more information or to ascertain its credibility or legibility. This makes digital marketing or online marketing an important avenue for business generation for real estate agents. We cannot downplay the importance of salesmanship in real estate industry. While online marketing may not help you close sales but it helps guide potential buyers through the process of decision making. Moreover, the competitive nature of real estate industry makes it difficult to stay afloat with the traditional methods of marketing like billboards, newspapers and Television alone. After viewing your AD on billboards potential customers will flock online to look up more information about the property. Therefore backing your salesmanship with online marketing is vital to strengthening your sales strategies. Nonetheless, the online space is clattered with a lot of information as everyone is competing for the top position in the customer’s mind. This is to say that just having a website for your real estate agency is not enough. Your website and other online marketing channels like social media must be positioned where potential customers can easily find you. Here are of some of the strategies to help market your real estate agency online be it homes for sale, real estate management, offices for renting or shopping malls property management.
Marketing objectives and Goals
Just like in any other marketing campaign, setting your objectives and goals is important to guiding the entire marketing process. In essence, know where you are going before making the first step otherwise you are heading nowhere. Your marketing goals should be specific and measurable to develop an effective strategy. Otherwise unrealistic goals will be difficult to realize. For example, instead of setting out to attract leads to your website, aim at selling 50% of the house units at Donholm estate, Nairobi. This will help you develop a specific marketing plan targeting specific customers who are most likely to convert to buyers.
The Real Estate agency website
As mentioned earlier the first place prospects are likely to search for your property s online. Unlike other products house buying is a process that starts with the customer hearing about the property and then going ahead to search for more information to aid in decision making. In the online space your websites serves as the face of your business. If designed, optimized and managed well the website will generate more business and promote your reputation otherwise it will be a point where customers detach from your business. In terms of design, your website should be easy to navigate, loads faster and renders well on any device such as laptop, phone and tablet. Research shows that 75% of home buyers look up information about homes through their mobile phones. You can imagine how much you are losing out if your website is not mobile optimized. For example, if someone has to scroll horizontally on mobile to view the full website then it’s not mobile optimized.
Home buyers are visual buyers and having quality photos showcasing different properties is a plus to your marketing efforts. This also means that photos displayed on the website should reflect the real house and not some graphic design. In terms of management, your real estate agency website should have up-to-date information about your properties. Imagine a situation where a visitor spots a property on the websites and grows interest towards it only to realize that it had been taken some months ago. Yes, that disappointment can be detrimental to your business. Therefore it is important to always ensure that the website is constantly updated with fresh content.
Use social media marketing
As an important financial and emotional decision home buying requires a certain level of credibility and constant support by the agent. Buyers and sellers are looking for someone constantly available to guide them through the complexities of property selling and buying. Social media comes in as the best platform to satisfy these needs. It offers an avenue where you can offer advice, open dialogue and establish relationship with buyers and sellers. Moreover, a considerable percentage of your target audience is active on social media networks such as Facebook, Twitter and LinkedIn. You can utilize social media for your real estate agency by:
Educating your buyers on real estate pitfalls. You can write articles on educative content such as home buying tips and promoting them on social media.
- Responding to their questions: Instead of making phone calls home buyers now prefer engaging real estate agents on social media. You should constantly be available to answer their question and also use these questions to start dialog with them or write articles that address these questions.
- Responding positively to good or harsh comments: Always remember to recognize positive comments and provide prompt and courteous response to harsh ones.
- Do not overlook the importance of videos in the social media engagements as it attracts higher rate of consumption as compared to text.
Search Engine Optimization (SEO)
As mentioned earlier the online space is becoming more and more competitive as agencies compete for the top position in the Google Search Result Pages (SERP). That’s why you need well-thought out SEO strategy to gain a competitive edge. SEO simply means optimizing your website to make it rank higher on the search engine result pages. It involves use of technical and non-technical approaches to increase the website’s visibility. One of the approaches to SEO is to curate relevant and quality content to attract more visitors to your website. Curating relevant content requires performing a search to understand what your target audience is looking for such as specific keywords or topics in your niche. The technical part of SEO is to ensure that the website is mobile friendly and renders perfectly on mobile; removing broken links; and optimizing page titles and images. If these technical issues prove to be a challenge then don’t hesitate to reach out to Pryton Technologies for help.