Out With The Old, In With The New – Agile Marketing For Real Estate by Bill Hunter
With technology changing dramatically, it’s no surprise that 84 percent of home buyers found online information to be a critical part of their home search. In this sense:
- 78 percent of marketers with social media accounts reported increased traffic to their website.
- According to the National Association of Realtors, 48 percent of brokers say “keeping up with technology” is the most challenging task for agents.
So how can you adapt to the ever-changing real estate landscape? One possible solution is a popular method known as agile marketing.
WHAT IS AGILE MARKETING?
Agile marketing is a tactical marketing approach where marketing teams work together to identify high quality projects where their joint efforts should be made. These efforts can be translated into: Optimized websites that curate content on blogs, compelling video content, email marketing strategies, and an understanding of web analytics to turn potential leads into buyers. The main goal of agile marketing is to cover as much ground as possible and get marketing up and running faster while maintaining the integrity of your brand.
Implementing agile marketing offers these four functions in some form that you can incorporate into a marketing strategy for your real estate business:
- Sprints – A sprint is a schedule your team is given to track the completion of a project or campaign
- Stand-up meetings – Your team should meet a few times a week and check in briefly. Each team member goes through what they did the day before, what they’re up to today, and what obstacles they encountered
- Project management – Whether it’s the good ol ‘whiteboard with sticky notes or specialized software, you need a centralized way to keep track of your sprint that everyone can access. The best campaigns are the best organized.
- Collaboration – While one person can “own” a project, the success or failure of the sprint rests with all team members. Everyone has to be ready to work together in the Agile Framework. Transparency is the key!
Put it into action
Website is non-negotiable: Before physically visiting a home, the majority of consumers search online for homes and communities that suit their needs. With real estate, a website not only shows potential customers the details of your home and your skills, but it also provides an opportunity to keep your customers updated on offers on a regular basis. A well-designed and user-friendly website offers a high ROI.
Blogs: Blogs are a great way to optimize your SEO presence and drive traffic back to your website. Use this area to showcase your properties. Create infographics about mortgage rates, keep your audience updated on new and upcoming offers, or anything else you may find useful. Integrate videos and share them wherever you can. This is one of the best ways to build an audience for marketing your business.
Interactive tours and video content: Video and 3D tours can be a powerful tool for brokers. Use this option to display staged homes for potential buyers or customer testimonials. Video content receives 1,200 percent more social media shares than text and images combined. What makes sense is that YouTube is the second largest search on the internet.
According to the National Association of Realtors, on the importance of implementing video:
- 70 percent of homeowners prefer to get in touch with a real estate agent who uses video marketing to promote their home. (Note note …)
- Homes with drone photography as part of the marketing plan sell an average of 68 percent faster than homes without. By 2020, it is estimated that more than one in five commercial drone shots will be for real estate purposes.
- 73 percent of sellers are more likely to list their home with a realtor who uses videos to market their property.
Social media: Did you know that Americans spend an average of 58 minutes a day on Facebook and 32 minutes a day on Instagram? The average American Facebook user clicks eight ads per month. One of these ads could be yours. Now is the time to maximize these platforms. They allow the broker to connect with potential buyers, promote offers, and grow your business and brand in real time. Instagram and Facebook ads allow you to choose an audience, budget, post type (e.g. image, video, carousel), and the length of the campaign. In addition, you can use targeted hashtags to make sure there are posts for the people you want to reach. Don’t underestimate the power of social media.
According to Statista, the average American checks their email more than ten times a day and is considered to be their preferred method for receiving updates from companies. And out of that average, 73 percent of millennials prefer corporate communication via email. You can use email to attract and retain potential buyers for personalized messages promoting your content, brand, and offers. You can segment contacts and use personalization techniques to deliver offers that potential buyers cannot ignore. Oh, and don’t forget to add social sharing buttons, as social-sharing emails have been shown to have 158 percent higher click-through rates.
Automation: How can you be in multiple places and make sure your customers’ needs and concerns are addressed in a timely manner? Automation. Automation is key to reaching your customers without having to physically be in multiple locations and platforms at the same time. When you set up your Facebook Page with Messenger, you can set up messaging sequences so you can interact with users, create conversations, and send messages to subscribers.
Analytics / reporting: Why is that important? Why invest all this work and not track your progress? The marketing of real estate involves analysis. When you create your website, you should also install Google Analytics (our preference) or any analytics tool on your website at the same time. With an analytics tool that tracks your metrics, you can find out what content is working and what website visitors over time. In short, it’s a great way to understand whether your efforts are working or not. Are your posts reaching your target audience? How many people are clicking on your videos and website? It sounds like a lot, but once you get used to analytics and its purpose, it will all make sense and become a critical part of future business decisions.
These are just a few of the practices we’ve had success with that help our clients’ property marketing. With the agile approach, we firmly believe that your marketing efforts will not be in vain.
Do you have any further questions? Contact one of our marketing professionals and we’d love to sit down with you!
At WDC, we believe that honest business and innovative design go hand in hand. Our talented team of designers, marketers and developers is as diverse as their work. We offer a range of services from creative web design and development to digital marketing strategies and branding solutions that are specifically tailored to your business. Contact Bill at [email protected] or visit www.wilmingtondesignco.com.