Do you know all the digital real estate marketing channels? The truth is that they are numerous and it is not always so easy to master them all, as each one of them requires special attention and, of course, a particular optimization and management work.
To be successful in all channels, it is necessary, first of all, to do individual work for each one of them. However, this is not to say that you necessarily need to act on all fronts.
And that’s what we’re going to talk about in today’s text: the importance of each of the channels and how they can be useful within a winning digital marketing strategy, with a focus and clear objectives for the medium and long term.
So, continue reading and understand everything about the subject so that, in this way, you can lead your real estate to success like Lahore Smart City. Come on?
Digital real estate marketing channels – Understand which are the main ones and see how to use each one with high performance
As in the offline world, in the online world there are also different types of channels for attracting and engaging audiences, whether large, medium or small. And this is reason enough for you to consider a deeper study and a more complete digital marketing strategy to focus on what really matters.
Many people believe that it is essential to be on all channels for as many people to find or contact the real estate agency. This sounds good from a quantitative point of view.
But from a qualitative point of view, it can be very bad, since the focus will not be anywhere and you will be working mostly randomly – which is bad.
Focusing on one, two or three channels is what can make the real difference to your real estate’s results. But which channels are these? And which ones would be the best? That’s what we’ll understand from now on. Let’s see what Google itself says about the issue of channels. Understand!
The diversification of Google Analytics into real estate digital marketing channels – Organic, direct, paid media, social, referrals, email
Below you can see where you can configure your Google Analytics code if you are a ville Imob customer. As well as being able to configure your Facebook/Instagram and google remarketing code, something also very important for your digital marketing strategy in paid campaigns.
It is essential that your Real Estate platform provides you with this resource, so you can work on your digital marketing in a broader way. And if you are new to the ville Imob platform, you can find out more here.
When we think of digital marketing for real estate, we automatically associate this with Google. After all, Google is responsible for the majority of global web searches, with over 3.5 billion searches every day.
Whether through mobile devices or through computers, Google is a network of opportunities for anyone looking to increase revenue through digital.
Based on this principle, it is essential to understand how people search, what they search for, what they search for, what they really want and how they want it.
These are data that you can find in a good research on consumer behavior in the real estate market and that, in some way, you can apply in your digital marketing strategy. After all, a search is also a behavior.
From there, we can enter the issue of digital real estate marketing channels which, for Google Analytics, are defined in 6 different formats: organic, direct, paid, social, referrals and emails.
These are the main digital channels that you will be able to position your real estate agency and seek better performance in the medium and long term.
See a summary of each:
- Organic traffic – Ideal for having a long-term reach more efficiently;
- Direct access – It happens when your real estate website already has some relevance (branding power);
- Traffic through paid media – Facebook Ads, Google Ads and other online advertising tools;
- Traffic coming from social networks – Be it from your real estate agency or from links spread across the platforms;
- References (referral) are those links on other websites that point to your real estate website;
- E-mail hits are people who arrive at the site from some automation or real estate e-mail marketing campaign;
So that you can structure a great campaign or marketing strategy for each of these channels, follow the in-depth study below on each of the channel types.
Organic traffic – Ideal to have a long-term reach more efficiently
Organic traffic is one of the ways effective to attract a specific audience for your real estate website. This is one of the digital real estate marketing channels that makes the most sense for strategies that seek results in perpetuity. In other words, they are looking for results further ahead, in the medium and long term.
Because? Because organic traffic is a kind of crop that you plant today to harvest tomorrow or the day after, since Google will position your site organically (free) on the front pages. Does this sound satisfactory to you?
Well, believe me: working with organic traffic is essential for your real estate agency to become increasingly relevant on the internet.
The power of organic traffic is showing up at the right time to the right people. In other words, when someone searches for a term on Google, it would be great for your real estate site to appear there in the first positions, with the answer to that person’s search, right? This is not only possible; it is extremely profitable.
From this channel, you can start capturing real estate leads and turn them into clients in the medium and long term. Here’s how to get your site on the first page of Google.
Direct access – It happens when your real estate website already has some relevance (branding power)
Unlike the organic traffic channel, direct traffic is the one in which the user directly enters your real estate website. That is, he does not go through any search engine to reach the page he wants, as he knows the path by heart. And this reveals a very interesting behavior of people who access the site in this way. Understand below.
When someone accesses a website directly, it means that this person already knows the brand itself. That is, when someone enters your real estate website directly, this person already knows your brand or has had some contact with it. Which reveals a closer behavior and a slightly more “formed” audience for an eventual purchase in the future.
When the website does not have a widely advertised address, the chances of it receiving direct traffic are very small. You’ll even see a small percentage in Google Analytics, but it could be hits coming from employees or people who work directly with your real estate agency.
So that direct traffic is only from potential customers, it is very important that you do a great job of branding on other channels, such as television, billboards, radio, social networks, business cards, flyers, promoting the website address itself.
Traffic through paid media – Facebook Ads, Google Ads and other online advertising tools
The online advertising for real estate is one of the smartest ways, direct and fast to bring qualified traffic to a sales page or capture prospects. After all, buying a specific and targeted traffic, you will be sure that only the most suitable people for the business, in fact, will reach your real estate agency.
This is one of the marketing channels for real estate that makes the most sense for any strategy aimed at successful conversions. After all, it is much more important that the sales funnel receive a qualified audience than a quantity-oriented audience.
It’s better to have a hundred people in the funnel and make a sale than to have a thousand people in the funnel and make the same single sale. The higher the conversion, the greater the effectiveness of the campaign.
But what is traffic coming from online advertising? These are all the people who will come to the real estate website through campaigns on Facebook Ads, Google Ads and several other tools that allow them to buy traffic.
Some people confuse the efficiency of paid traffic with organic traffic, when in fact both cannot be compared. It’s true that paid traffic will be virtually instantaneous. But organic traffic has its importance in terms of authority and online presence.
After all, when a URL gets a good ranking on Google, it will receive qualified traffic every time. While paid traffic will only be effective when campaigns are running and, of course, consuming money.
Therefore, it is very important to consider and analyze each of the channels individually and in isolation. Each will have a different efficiency. Remember if you are campaigning on Facebook, Instagram or Google and you are a ville Imob client, you can configure remarketing on your admin panel, according to the image shown above.
Traffic coming from social networks – Be it from your real estate agency or from links across platforms
Another very important and interesting channel to consider in a digital marketing strategy for real estate is the social channel. That is, they are the hits that come from the social media pages of your real estate agency or from any page that eventually shared a link to your company.
This type of traffic is also very important, as it reveals that your real estate company is having a good presence on social channels. That is, there is an interesting engagement where people are. However, it is worth remembering that this type of traffic is totally different from the traffic that comes from Google, whether organic or paid. Understand the reason now.
Social media traffic is traffic that is a little more disconnected from the page you visit. In other words, a person who is on the social network downloading the feed, will not want to do anything else at that exact moment. Or at the very least, she will have a little more resistance to doing something else, as the main goal was just to get the feed down.
The main difference from this audience to the audience coming from Google is that the audience coming from the search engine is, in fact, looking for the subject. And there’s a much greater connection to your real estate agency for potential lead conversions.
While on the social network, you will need to structure content campaigns that engage in the medium and long term and, with this authority, manage to bring people to your real estate website.
References (referral) are those links on other websites that point to your real estate site
Have you ever heard of referral traffic? Or better, referral traffic, how is it in Google Analytics? This is an extremely important type of traffic for any website on the internet, as referrals show a very high authority for Google.
And this authority, of course, will make your site perform even better in ranking positions.
Referral traffic is traffic that arrives at your real estate website because you clicked on a link on another website. That is, another site pointed to a link to your real estate website.
And this is amazing from the point of view of creating relevance on the web, because the search engine understands that your site is so relevant that even other sites are pointing to it.
Therefore, we recommend that you work this channel in a very peculiar way, in order to find good partners (other sites and blogs) who are willing to write themes with links to your site. This is a way to get your site’s URLs spread and, with that, take your real estate website to the top of Google.
Email hits are people who arrive at the site from some automation or real estate email marketing campaign
And finally, we also have the traffic that comes to your site through emails. Google considers this type of channel, as it is one of the best channels to work with digital marketing campaigns. Email is still a very important gateway for anyone who wants to communicate with leads in a relevant, fast, focused and personal way.
Here on Ville Imob’s blog, you will find some articles on how to structure a good email marketing campaign.
Therefore, we recommend that you focus on this strategy to be able to maintain a close relationship with those people who will eventually become clients (or even already are) of your real estate company.
There are specific tools on the market for sending bulk email (not spam, of course), they are: Lead Lovers and RD Station as an example. Real estate platforms will generally not provide you with this option.
Produce emails that deliver value and spark people’s interest and desire. Thus, you will have a qualified audience on your website through a very important and valuable channel.
Want more information on how to differentiate your real estate marketing and increase your sales and leases? Download the ebook below and stay inside! And if you are in need of a complete platform with various marketing tools for brokers and real estate agents, visit the ville Imob website.