The real estate sector is subject to constant change. It is a key sector in Spain and a good indicator of the state of our economy. We have been hearing news of its recovery for years, and now even of a possible new real estate bubble, which is often in the news for one reason or another.
In the digital field, we have seen how the large real estate portals have been operating and delivering results for years. In their shadow, initiatives have emerged from new smaller and more indonesia whatsapp number list specialized portals (high-end properties, sale of bank assets, etc.), and other types of interesting projects such as Housfy that are trying to change the sector with real estate sales strategies focused on market niches.
We can say that it is a digitally active sector, but that generally its online real estate marketing strategy does not go beyond the model of publishing property advertisements, and in which there is a very important player (real estate agents and agencies) that have not finished taking the step to the digital world, so that the great digital marketing strategies for real estate agencies are outside the action plans of many of the SMEs in our country.
In most of these cases, their real estate sales strategies are based on a digital strategy limited to publishing their ads on real estate portals and a limited presence on social networks.
With the aim of contributing my grain of sand to the real estate sector, last week I participated in the VII edition of the Immoscopia Forum in Barcelona, to give them my vision on how they should approach their digital strategy ( at the end of the article you have the presentation with the methodological part and the practical cases ).
Immoscopy, Barcelona, Tristan Elosegui
Pillars of a real estate digital marketing strategy
Like many of those who are just starting out in the digital world, real estate agents, the first thing they expect to hear are tricks that can be applied directly to help them sell more in the short term. That direct path that we have all looked for at some point, but that we know does not exist.
Before talking to you about strategy and giving you my advice to apply to the real estate sector, I wanted to point out three things:
The Internet is not magic : I tried to dispel the widespread idea that there is some kind of magic on the Internet , which makes things happen quickly, with relative effort, and results come quickly. The reality is that it has its advantages over the offline world, but it takes the same or more effort to achieve the results.
Market context : in the real estate sector there is tremendous competition, little or no differentiation (beyond the real estate offer) and I imagine (I do not know the data) that there is a high percentage of intrusion. It is in this reality and not another, in which marketing strategies have to be developed.
Define a plan : the only way to obtain good results in this context is by defining a strategy that helps you overcome problems and achieve the expected results.
With this introduction, I went on to define “ The 5 pillars of digital marketing for the success of a strategy ”:
Building online trust : Whatever we do, our audience needs to trust us as a company. In marketing, this goal is summed up in brand strategies .
Related information: online trust , online reputation .
Value proposition : Why should I buy from you rather than from the competition?
Knowing your customer well : this is the basis of the strategy and the answer to many of the problems of our company: the customers.