Inbound marketing: the powerful customer content strategy for real estate professional
The internet has changed buyer behavior in almost every industry. Real estate is no exception. Now, when a person wants to buy or sell properties they go to the Internet to consult the opinions/reviews of a real estate agent or to browse real estate advertisement sites. Real estate agencies have grasped the importance of being on social networks, but few have chosen an inbound marketing strategy, focused on traffic through the content offered.
First of all what is Inbound Marketing?
Inbound marketing is a method that consists of creating content and distributing it on the web to generate traffic from qualified visitors to the real estate website, via an emailing campaign for example, to convert them into leads and then into loyal customers. The objective of this real estate marketing strategy is to regularly distribute quality content under different communication channels (blog, videos, newsletters, form, automation, etc.) and that your potential customers find you when they are looking for information related to your expertise.
And next what are the differences with outbound marketing?
Traditional marketing, also called Outbound marketing, is opposed to Inbound marketing and uses interruption techniques, such as TV advertising. This overexposure makes us less receptive; moreover, technology compromises the future of this approach, such as anti-spam filters on the Internet, for example.
With an inbound marketing strategy, you let the customer come to you by offering them quality and relevant content that meets their needs instead of imposing unsolicited services on them.
Today, clients need a basis of trust to choose the real estate professional who will accompany them in their real estate projects. This is why, as a real estate agent, you must opt for an Inbound marketing strategy in order to differentiate yourself with prospects, both in terms of sales and customer service. A highly strategic interest if you want quality seller and buyer leads. Adapted and effectively designed customer content will allow you to capture optimized contacts.
Why implement an inbound strategy in real estate?
We must find you online
When an Internet user searches on the Internet to sell or acquire a property, rent out his property or find a house or apartment to rent, he does so initially to obtain information. It can therefore be redirected to your real estate agency website, without even knowing you. To capture the attention of this qualified prospect, you must offer quality informative content (not promotional), and maintain a favorable e-reputation.
Demonstrate your expertise
Real estate is a very competitive sector that requires specific knowledge and skills. Individuals need your expertise for their research, whether in particular to sell or acquire a property. Creating high-added value content is the first step. It will take a bit of patience before it pays off, but it’s very promising for your business as a real estate agent. Remember to take care of your content.
Build trust with your prospects
By providing clear, reliable, and quality content to the prospective visitors of your publications, you position yourself as a real estate expert and earn points of trust. Here you are not there to sell but to inform and provide answers to questions from prospects.
Inbound real estate marketing allows you to collect valuable data on the typical profile of your readers. Not every prospect has the same expectations and needs. By posting regularly, you can chart the journey of visitors to your blog and website.
Make your acquisition strategy sustainable by freeing yourself from specialized sites
Real estate is highly dependent on paid customer acquisition channels. Young real estate agencies are often registered on specialized real estate sites and portals which offer them visibility in exchange for subscribing to a paid plan. By choosing an inbound real estate marketing strategy, audience acquisition is slower but in the long term, more sustainable and more stable.
By creating content to develop your inbound strategy and therefore your audience, you improve your natural referencing (SEO). A good SEO allows you to appear in search results and therefore to be visible to potential future customers. An undeniable commercial interest at the same time as a professional service, just as useful in terms of notoriety.
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How to set up an inbound real estate marketing strategy?
The Inbound marketing strategy is based on 4 key steps to transform your target audience into satisfied customers. The conversion generated by a good inbound marketing strategy is the key to any action taken by your real estate agency.
Attract quality leads
For potential buyers and sellers to find you, you must first create an accurate portrait of your customers. By following, you will be able to adapt your content creation to your target. You have several ways to attract leads
Create a blog on your real estate website
This is the most effective way to attract new visitors to your website and generate qualified leads. Your content must answer the questions of people who want to buy or sell properties. Through this content, readers must be able to inform themselves and acquire knowledge.
Adopt good SEO practices
To perform searches, prospects enter their query into a keyword-based search engine. To appear in the first results, you must identify the keywords on which you must position yourself. You will appear as a reference as a real estate agency.
Invest in social media
Your real estate agency must be present on social networks. You will need to publish relevant content but be careful to choose the right channel because each social network has its specificities. Social networks promote the distribution of your content, exchanges, and rapprochement with your customers and demonstrate your expertise.
Convert prospects into leads
You have managed to attract prospects thanks to your quality content, now it’s up to you to convert them into leads. Some tools allow you to collect information from these future leads.
Call-to-action
These clickable links help inspire your readers to action. They need to be placed smartly in your content to grab your prospect’s attention and get them to do something.
Quality content
Your content must retain the reader and convince him to click on the calls-to-action you have put in place.
Landing pages
When the reader has clicked on a call-to-action, he is often redirected to a landing page. This is when your prospect becomes a contact and a potential customer. When a visitor enters the conversion phase and provides information about him, his behavior must be monitored. Track your lead to assess their maturity level and progress.
End conversion processes
You have succeeded in converting your prospect, place yourself in the closing phase also called the conclusion phase. Your prospect must have confidence in your expertise before making a purchase. The idea is to keep your contact in time and stay in the mind of your potential customer through quality content.
And finally the best part: turn customers into ambassadors
A client who has already bought or sold thanks to your skills as a real estate agent, is not to be forgotten. You must continue to satisfy him to make him a happy promoter of your real estate agency. Here, you can provide your customer with a satisfaction questionnaire, or ask them to leave reviews on Google and your social networks.
A good inbound real estate strategy will provide you with a powerful lever for growth for your agency or your network.
