| Marketing Strategy 7 Min Read

Real estate marketing is constantly changing, and to be successful at it, your overall real estate marketing strategy should constantly be changing as well; good marketers know that your overall marketing strategy is never done.

That means that what works now, might not work as well next year (or it might work better), and so, you should periodically look at your strategy and determine where you should make changes to keep it effective.

Whether it’s a permanent part of your marketing plan, or it’s something you try out for a short amount of time as a campaign, continued investment in your marketing strategy is continued investment in your business.

As you plan for 2022, here are some of the things you might want to consider building into your own overall marketing strategy.

★ If you want to have look at the marketing strategies I said you should embrace in 2021, click right here (some of them are still valid into 2022).

Explore Inbound Marketing

Throughout 2021, a lot of agents have been adopting inbound marketing into their overall marketing strategies, and because of that, they’re seeing better, more quality driven results.

And into 2022, inbound marketing has the potential to be an even more powerful component of a strong real estate marketing and lead generation strategy.

What’s the difference between inbound and outbound marketing?

  • Outbound Marketing is a cold reach out to people to try to make them interested in working with you. For example: billboards and bus bench ads, cold email reach outs, cold calling, and door-knocking are all outbound marketing techniques.
  • Inbound Marketing is when is when you attract and build meaningful, long-lasting connections and bonds with people through providing valuable content, resources, and experiences, and then nurturing them until they’re ready to make a decision. For example, blog posts, search engine strategy, and downloadable resources are all inbound marketing techniques.

When properly set up, inbound marketing can be extremely powerful and can serve as a strong part of your overall quality lead generation strategy for a long time to come.

But why is that?

It’s because the people that engage you, after being brought in by your inbound marketing strategy, will already want to work with you when they’re ready to buy or sell. They’ll remember you, your brand, and your business, and in a lot of cases, they won’t consider working with anyone else because they already trust you.

An inbound marketing strategy is made up of 3 main stages: Attracting, Engaging, and Delighting. You can learn more about how it works in this post called: The Philosophy of Inbound Marketing, and Why it Works for Agents

Effective inbound marketing involves actually caring about your potential clients, providing the information they need, and the engaging them and delighting them as they go through the decision making process, and even beyond as you keep them in your marketing ecosystem.

★ Want to learn more about inbound marketing for real estate? Have a look at these posts and resources:

Think (and Plan For) Human First Interactions

When it comes to marketing, it’s easy to focus on metrics and measurements, and targeting and technology, and because of that, it’s also easy to forget that there’s an actual human, with needs, wants, and desires, on the other end of your marketing efforts. And that’s ultimately who you’re trying to attract and interact with.

However, a lot agents aren’t keeping those humans in mind as part of their marketing efforts; they simply don’t recognize the need to create meaningful experiences for people after they attract them, and instead, treat them as just numbers and stats.

Basically, if a lot of people see your ads and marketing efforts, but they’re not seeing the right thing after they interact with it or convert on it, then there’s not much point to showing them in the first place (especially if you care about a quality vs quantity result with your marketing).

For example, as part of their marketing strategies, a lot agents…

  • Focus on showing up in online search results, and not on if the content in the search result is related to what the searcher intent was in the first place.
    • For example, trying to rank in a search result for ‘best agent in [city]’ without being able to prove that you are on the results page the person clicks through to.
  • Focus on just getting an ad to display, and not on what happens to the person when they click the ad.
    • For example, clicking an online ad and not finding content on the other end that’s related to what the advertisement was.
  • Focus on marketing material that pushes people to their main domain, and not to a domain that directly relates to the marketing material they saw in the first place.
    • For example, a person seeing a piece of marketing material about your concierge selling experience, and entering the domain being marketed just to be sent to a homepage where they need to hunt around for more info about the selling experience you were originally marketing to them in the first place.

There was a time when casting a wide, general net like that worked, but that’s changing in 2022. Instead, thinking more about what the humans you’re trying to attract want, and less about what the advertisers and technology companies want, will bring big wins as personalization and hyper-personalization gains even more popularity.

★ Want to learn more about advertising and personalization? Have a look at these posts:

Plan for an End-to-End Mobile Experience

There’s no question that a lot of the people that go to your real estate website will be accessing it from a mobile device (like their phone or a tablet). As a modern real estate agent in 2021, you absolutely must have a website that provides a great overall mobile experience (in addition to a ton of other factors).

If you do have a website, and it isn’t mobile friendly at all, then you’re probably better off not even having a website at all because all it does it make you, your business, and your brand look dated.

But a true end-to-end mobile experience goes beyond just your website experience, and to be truly successful, your mobile strategy should extend into all aspects of your marketing strategy. That means ensuring that not only your website is mobile-friendly, but that your entire marketing strategy is mobile friendly as well.

Think about all of the different campaigns that make up your overall marketing strategy. Do all of those provide a good experience to a mobile user as well?

For example:

  • If you’re running ads online, do they look good on a smaller phone?
  • If you’re running print ads or campaigns, does the place your CTA directs to function well on mobile?
  • If you send out email marketing, does your template fit the screen well on multiple different devices?
  • If you send a client a link to where their property is being marketed online, does it look just as good on a phone as it does on a large desktop?

Going into 2022, building out a solid end-to-end mobile experience doesn’t end at your website. To see success, you should ensure that every interaction your leads and clients have with you, your brand, and your business, provides a consistent experience whether it’s through a desktop, phone, or tablet.

Invest in a Solid SEO Strategy

While planning for search isn’t anything new, in 2022, it’s more important than ever before to have a solid Search Engine Optimization (SEO) strategy in place so you can show up at the right time, in the right places, for the right searches.

More and more people are relying on search to make decisions before they do anything, and if you and your business can’t be found in search, it’s essentially like you don’t even exist.

Any other agents that display in search results that you’re trying to rank for ahead of you have a big advantage over you. Even a less experienced agent with more exposure in search has a chance to build a great business and perhaps even take some of your potential business away from you.

A well-thought-out SEO strategy will build your online presence, raise your domain authority, and be a key part of your overall lead generation strategy. Building out a solid SEO strategy takes a lot of time, a lot of effort, and a lot of knowledge, so the sooner you get started the better.

★ Want to learn more about SEO? Have a look at these posts and resources:

Plan Marketing that Doesn’t Rely on Physical Presence

2022 is going to be a BIG year for Virtual Reality (VR) and Augmented Reality (AR), and as a real estate agent, there’s a lot of different ways you can plan for that as part of your marketing strategy, but the most obvious is through the way you market and present your listings.

The last couple of years changed the way people buy (and as a result, the way agent’s market) properties.

Prior to that, it was a really uncommon that someone would buy a house without seeing it in person, and even more uncommon that someone wouldn’t see multiple properties in person before making a purchase, but that’s no longer the case.

Now, a potential buyer may never see the property they buy in-person, or they’ll begin their search completely online by visiting properties virtually, and maybe only end up seeing their top 1 or 2 choices in person.

That means creating a virtual experience around marketing your listings, so that people feel like they’re there when they’re not, is more important than ever. And while having a 3D walkthrough tour and video tour does help as part of creating that virtual experience, in 2022, that’s doing the bare minimum.

VR and AR are changing the game around how visiting a property can be experienced by potential buyers. It allows buyers to have a more immersive experience viewing the property, on their own time, in their own way. Essentially, it’s an open house running 24 hours a day in the background.

With VR and AR increasing in popularity and adaptability, it’s just a matter of time before it’s standard in real estate listing marekting.

And if you think VR is far from mainstream, consider that Apple is rumoured to be releasing their own AR/VR headset (possibly in 2022), which will only create a demand for more people and industries to accomodate it. You can learn more about that right here.

Adapt, Pivot, and ABC (Always Be Changing)

While we don’t know exactly what 2022 will bring, we do know that real estate marketing is always changing, and so, your real estate marketing strategy should also always be changing by including things that work, and mixing in a few things that might work.

Regardless of how you look at it, continued investment in your marketing strategy is continued investment in your business.

Wishing you much success in 2022!

Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.
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