As an agent, you know the market is going to turn around.
In fact, you might be feeling it right now. The last month or so has changed activity greatly, even if it didn’t change the inherent state of the market. With new practices and measures in place, that activity may be ready to ratchet up.
So, what do you do? Even if you spent time in isolation not touching your marketing, chances are you at least thought about it. Your business may have been in a holding pattern, but now could be the time to make an investment.
The fact is that, if you want to capture renewed activity, you need to think about how your marketing is positioned, and in what ways you can capitalize on more people getting back into the market.
That in mind, here are five key ways you can reinvest in your digital strategy right now:
1. Blogging & SEO
If you have a website, of any kind, and you are not actively blogging, you may as well not have a website at all.
That’s because the opportunity lost when it comes to creating consistent, engaging content is huge. It is not only how you get traffic to your website, but how you convert that traffic into leads.
Blogs aren’t simply throwaway pieces of content. They help boost your website’s SEO, serving it to relevant people looking for help, and well-crafted blogs serve as CTAs to either learn more about you or get in touch with your team.
If you want blogs that are crafted to get users to do something, with the SEO backing that you need for users to find them at all, we can help. Our Authority Building service is for busy agents who want their blog to succeed.
2. Retargeting Ads
Website traffic can be a bit of an abstract concept for many real estate agents. Sure, lots of people are going to the website, but where are all the leads?
The fact is that the likelihood of a user converting on your website the first time they visit is low. You need to give them a reason to return and from there the likelihood of converting increases exponentially.
In fact, your average user will go to many websites before they make a decision on who to work with. It’s essential to remain top of mind during this research phase. And, it’s the entire thought behind retargeting ads.
If you are able to effectively retarget visitors to your site, you can get them back into the fold while continually gaining name recognition. It’s an effective tactic, and one we view as a great complementary piece to any website.
3. Pay-Per-Click Campaigns
During the pandemic, search activity did not go down — if anything, it went up — what ticked lower was user intent. With so many waiting on the sidelines, users intent on transacting immediately understandably trended lower.
That is changing. Even in the past week, we have seen trends in user search data that are using more action-oriented key phrases.
This means users are gearing up to make commitments, and to convert on websites to begin their search or sale.
For that reason, a Paid Search campaign can be invaluable when it comes to capturing that kind of traffic. The kind that, while it may be smaller, ends up resulting in more deals per conversion than any other form of client acquisition.
4. Newsletters
If you have had loads of time during the pandemic, chances are you used it to start building or reorganizing your database. We wrote about how we feel like that should be one of the key action items during this point in time.
Now, you need to market to that database. You need to work your list and market to them in a way that feels personalized to their unique needs. And there is a way to do it without writing hundreds of unique emails a week.
If you take the time to craft a unique, custom newsletter, and fill it with content that matters to your users, it can feel personalized without taking hundreds of hours of your time.
In fact, a newsletter can also serve as a key touchpoint for your referral business, too.
The kind of exposure you get to clients right in their inbox is unmatched. For that reason, you need to ensure that your messaging feels personal, unique, and captivating to your audience.
5. A Website
Of course, at the centre of your digital strategy needs to be your website.
If you have a digital strategy without a properly-thought-out website, you may be missing out on key conversion points and lead-qualification practices. It should be the center of your digital universe.
That is because all of your marketing, whether you know it or not, revolves around your website. They direct to it, are influenced by it, and because all users start online having your website is going to be imperative.
Whether building it from scratch or reassessing it years after building it, you need to understand that your digital success relies on your website, its content, and how it leverages your brand to attract your target audience.
Your Digital Strategy Comes First
Users are going to spend the next weeks and months researching their options, and the first phase of reopening the economy is going to play a huge role in that.
As time progresses, you need to ensure that you have a strategy in place to capture that interest and turn it into conversions.
With up to date marketing trends relevant to today’s market, our report is a selection of curated content, information, and data that will give you an outline of what’s working right now in real estate marketing.
