• Tagged as Real Estate, Marekting Strategy

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Most real estate marketing gurus practice digital marketing like this:

1. Use every possible source to generate leads - Google, FB, Insta, Youtube...
2. Generate tons of (poor quality) leads
3. Call the leads hundreds of times asking for site visit

No wonder, this strategy doesn't work anymore. A more thoughtful strategy looks like this:

1. Don't spend money on useless sources - use only sources best suited for your project & location .
2. Setup better campaigns to generate high quality leads (at least 80% leads should be high quality)
3. Use phone calls along with marketing automation to generate momentum for site visits

You can skip the following if you are not involved in technical implementation.

Technical implementation of a successful real estate digital marketing campaign:

1. Hack the algorithm to get high quality leads.
2. Differentiate your brand with a "big idea".
3. Generate momentum with urgency-based "marketing automation" drip campaigns.

1. Hack the algorithm to get high quality leads

You get what you ask for. All digital ad platforms (Google/Meta/etc.) work on this simple principle. The quality of leads they generate is based on the signals you share with them. If you know how to hack their algorithm, you can literally force them to generate any kind/quality of leads you want.

2. Differentiate your brand with a "big idea"

Amateurs think marketing is all about selling. Pros know it’s about differentiation. Yes, marketing is about selling. But before any serious selling can take place, a brand needs to differentiate itself in the market.

A big idea does the job of differentiation for your project. It make you project look less boring.

The core strategy behind "big idea" marketing is that we try to direct customers' focus on more interesting second order aspects of your property, in addition to promoting "functional" features.

A couple of examples from our work:

3. Generate urgency for site visits with marketing automation

When big money is involved, people tend to trust bigger brands. A larger than life brand image always helps but you don't have to spend a fortune to build the perception of a bigger brand. Applying the following two strategies will get you 90% closer to being perceived as a 10x bigger brand than what you are.

1. Create a separate audience bucket of leads and allocate a small ad budget dedicated for this bucket. You can easily generate almost 500+ brand impression per customer with a spend of $2-$3 (Rs.100-200) resulting to a 10x bigger brand recall.

2. Creative and copy can create a perception of bigger/popular brand too. See the following example from our work.