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Owning a home is at the heart of most of our dreams: you can buy or sell it. As Scott Nordheimer, the famous realtor said:
The best investment in the land is the land itself.
Let's go back to Earth then and list the 5 most powerful and successful marketing strategies for selling your property not without first reviewing industry trends in this infographic. Ahead!
1- Google Ads
80% of people use Google when searching for something, and this data is also valid when searching for a house. We will talk later about how real estate portals, such as Trulia and Zillow in the United States (the same happens in portals in Europe and Latin America), are losing their competitive advantage by showing that this first marketing strategy that we present to you is even more relevant to real estate agents.
To execute this strategy, you must have your own website. If you don't have one, don't worry! In this article we tell you how to create a completely free web page that also adapts very well to Google and mobile devices.
Note that this first marketing strategy is called Google Ads, not just Google, due to the high level of competition in the organic section of the results, which is something we will talk about later as well. To face this competition, you can adopt a pay-per-click strategy and use Google Ads and / or Bing Ads to rank among the first results offered by these search engines. You can learn more about Google Ads in our article on the Google Ads platform.
Here we tell you how to use Google Ads effectively to get potential customers while spending little:
One campaign by location: Do you sell houses in Portland, OR and Lake Oswego, OR? So create two campaigns, one for each location where you have a property for sale.
A group of ads by property type: Do you sell individual one-bedroom houses and two-bedroom townhomes? This means that you need to create two ad groups, one for each type of property.
Ads text: Perfect! You have already created a good structure for your Google Ads campaign, now is the time to create your ads. They say an image is worth a thousand words, so let's look at some examples of winning ads in action:
Specific keywords - no, more specific: You should make your ad appear only to those who are looking for a home (no one else). You are the one who controls who can see your ad, through the definition of your keywords. A good set of keywords would be, for example:
one bedroom apartment for sale in Portland
Affordable townhouse for sale in Lake Oswego
best real estate agents in Portland
Why not opt for generic and short keywords? In a word: 20 $ / € per click.
As a real estate agent, you will not be able to exceed the offer of real estate portals such as Trulia, Zillow and the like.
Try typing something more generic like 'real estate agent + anywhere' on Google. You will probably see a lot of real estate portals that compete with each other and are willing to pay more than $ / € 20 per click.
2- Real estate portals
Seattle-based Zillow bought San Francisco-based Trulia in 2014, creating a digital real estate ad giant. There are those who love them and those who hate them - in fact, most real estate agents and brokers hate them - more than 150 million users enter these portals each month to purchase a home.
This second, more than ideal, marketing strategy is necessary, taking into account the reality we are experiencing - the control that these digital real estate portals impose on the market makes real estate agents less and less relevant.
Given the controversy behind its Premier Agent business model and the recent setbacks in New York and Los Angeles, these portals are increasingly controlled and have become a less attractive acquisition channel.
However, we keep real estate portals in second place, waiting for new developments that justify relegation to a lower position.
We can see how web traffic for Zillow and Trulia is decreasing, is it seasonal? Is it a trend that signals a change in consumer behavior? We will update this information quarterly. (Source: similarweb.com).
Reciently our staff had cpi certification online and we would like to thank CCG for such awesome training in a cpi certification online format.