Real Estate Prospecting Tips In The Digital Age
For a good while, real estate was known as an industry that was slightly behind in terms of technology. However, times are changing, and especially because of the pandemic, real estate professionals are forced to use digital means for marketing and sales. This is an industry my company often works with, providing customer relationship management (CRM) solutions to assist with contacting their prospects digitally.
If you’re new to prospecting online, there are quite a few methods to do it well, no matter the type of real estate you work with.
Getting In Touch With Previous Clients
Selling to someone you already sold to before is much easier than acquiring new customers. And while real estate isn’t something you purchase every day, staying in touch with customers who already worked with you can be a great way to get more sales. The average homeowner in the U.S. will stay in a single home for about 13 years. However, millennials change homes more frequently, and in general, younger buyers move more often.
To stay in touch with these clients, you don’t have to sit down and write a detailed email every week to let them know you’re alive. Simply use your CRM and email marketing app to set up a drip campaign every couple of months. That way, you’ll stay on top of their minds without too much work.
Laser-Precision Targeting On Facebook
There is hardly a real estate professional who hasn’t tried some form of social media marketing. However, if you’re going the organic route, don’t be surprised to see poor results. Facebook’s organic reach has dwindled over the years, and paid ads are often the only way to be seen by potential clients.
That’s not as bad as it sounds. While you have to spend some money to get in front of clients, it’s an excellent investment once you learn your way around Facebook Ads Manager. It allows you to target customers based on specific locations, age groups, interests, income, and whether they own a home or not. Instead of fumbling around with printed materials that may never reach your intended audience, you can get in front of the people you want to see your ads.
Use Instagram To Connect With Millennial Buyers
While Facebook has been around for a good while, Instagram has soared in popularity more recently. For millennial crowds, it’s the No. 1 social media platform, and it’s the place to be if you want to market to them.
Even if you don’t use Instagram ads (which you should), you can achieve a lot just by sharing regularly. Just sharing images of homes you either sold or have for sale can be an excellent way to stay on top of people’s minds and even get some inquiries straight from Instagram. While they won’t necessarily venture out to view a property, many of your potential clients are checking Instagram every day, so get in front of them.
Create Some Content In Your Free Time
Content marketing has been one of the most popular marketing tactics for many businesses for over a decade now, and many real estate agents have tried starting a blog. In practice, though, running an active blog can take considerable time and effort. Plus, not everyone is a natural-born writer.
However, content marketing doesn’t have to mean blogs only. You can get excellent results by shooting videos in the homes you sell. You can take some photos and upload them to your site and social media profiles. If you have frequently asked questions from clients, shoot a video and write a short blog post to respond to them. If you have a decent camera, record a video tour of a property you’re highlighting. Instead of being present everywhere, find one type of content with which you excel and double down on it.
Selling online may seem like a hassle for newcomers to the digital world, but it can be an excellent way to get through to your clients, especially in a world that is still shaken up by the pandemic.