In real estate marketing, it really pays off to make people feel like they’re heard and understood; and doing so effectively can help you get much better results from your marketing efforts, and eventually, turn your contacts into contracts.
Building personalization into your marketing strategy is a key part of establishing trust with your audience, showing them you care about them and their needs, and eventually, turning them into clients because of it.
To be successful, true personalization in marketing should make the person who receives it or sees it feel like it was created specifically for them (even if it wasn’t).
So how do you personalize your marketing efforts? The first step is to ensure you understand who exactly you’re marketing to:
Understand Current and Future Needs:
Your marketing strategy should be built with a purpose, and the purpose should always be planned around what your marketing database needs right now, as well as what they’ll need in the future.
At every stage in planning your marketing strategy, you should always ask yourself: What does the person I’m trying to target actually want here? What are their needs and pain points right now? How can I help address a problem they may be having or will have?
Your marketing strategy shouldn’t be planned around what you want, but rather, completely with your audience’s needs and wants in mind. That way, you can build out your marketing efforts around helping them with a problem they’re having right now or may have in the future.
Applying Personalized Marketing
1. Through Your Advertising Strategy: While a lot of people tend to find advertising annoying, that’s usually because they’re being advertised products or services that they aren’t really interested in.
For example, it’s annoying (and a waste of money for the advertiser) if you have to sit through a long series of car tv ads when you have no interest in purchasing a new car. However, if you are thinking about purchasing a new car now or in the near future, and the ads directly focus on the main things you’re looking for and pain points you have, it can feel a lot different and more personal. In short, you’ll pay more attention.
Tailoring your advertising strategy to your specific target audience by addressing their needs gets better results because it’s more personal.
In real estate marketing, there’s a number of ways to do that.
When it comes to paid ads (in either search or social), if you can target a specific demographic, your ad campaign can be deliberately created around what they need right now. For example, if you’re targeting first time homebuyers, instead of creating an ad campaign simply about buying a home or searching for listings, you can craft it around them and their needs right now, like affordability, up-and-coming areas to buy in, or long-term ROI. By creating more specific ad campaigns, you’re more likely to resonate with them and capture their attention and their contact information because your ads feel more personal.
Not everyone will convert right away, even if you address their needs perfectly through a paid search or social advertising campaign. If they don’t, then it makes sense to continually remind them that you exist and that you can solve a problem for them; and that’s where a well-planned retargeting advertising campaign can be effective.
Through retargeting, you can create specific ads, based on the pages or content topics that someone has visited on your website, and bring them back to convert when they’re ready to.
★ If you want to learn more about building an advertising strategy, have a look at these posts:
- The Anatomy of a Successful Real Estate Retargeting Campaign
- Why Your Digital Advertising Strategy Might Not Get You Real Estate Leads
- Using Paid Search for Real Estate Agents to Get More Conversions and Transactions
2. Through Your Email Marketing Strategy: A strong, consistent email marketing strategy can be really effective way to attract, build, and nurture your database; and most modern email marketing platforms make it really easy for you to build in personalization to help your audience believe your emails were created just for them.
Through personalization tokens, you can send mass emails and pull specific information from your marketing database and replace it in the emails. For example, instead of ‘Hi There’, you can replace ‘there’ with the actual person’s name so it feels like it’s for them; and that can be further expanded to any information you have in your database, like their address, phone number, etc. The more information you have about your contacts, the more personal your emails can feel.
But that’s only one part of personalizing your emails. Ideally, your email marketing database should be broken up into specific groups, based on what people are interested in and most likely to engage with, so you can send them more specific, relatable content. For example, by separating your email marketing database into groups based on what they’re interested in, like buying and selling or ROI and long term goals, you can craft and send content, with personalization tokens, that further makes them believe your content is created just for them by making it feel a lot more personal.
★ If you want to learn more about email marketing, have a look at these posts:
- Building an Effective Email Newsletter Strategy
- How Real Estate Agents Can Improve Their Email Marketing Open Rate
3. Through Marketing Automation: Marketing automation is a great way to help deliver the right message, at the right time, to the right person; and as the name implies, a lot of it can happen in the background without too much involvement on your part.
There are a lot of ways marketing automation can help make things feel more personal. For example:
- Instead of a general chat popup, you can trigger popups based on the fact that someone is looking at buyer related content on your website.
- Instead of giving them an option to signup for your newsletter, you can give them an option to sign up for your seller’s drip campaign if they’re looking at seller related content.
- Instead of hoping they’ll convert on your relocation service page, you can trigger an email to be sent to them based on knowing they’ve visited your relocation services page that further breaks down your expertise around that niche.
Marketing automation makes the actions you want people to take on your website more encouraging for them because they feel more personal and address the need they have right now.
If you want to learn more about marketing automation, have a look at this post called: Leveraging Marketing Automation as Part of Your Inbound Marketing Strategy.
When set up correctly, personalization in marketing works because it helps you build authenticity with your audience by making them feel like your content and their overall experience was created just for them by addressing the needs and their wants they have right now or will in the future.
Want to get better, more qualified leads and build your authority? Our inbound marketing guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.