No doubt: real estate communication is a winning strategy. Even better: without a real real estate marketing strategy, your agency will not take off. It will fail to attract sellers – the fuel essential to run your agency engine – and therefore buyers.
Except that a communication strategy for real estate agency can only be successful if it is well organized, closely monitored, favored by the right supports. Defining objectives, giving yourself the means to achieve them, multiplying milestones, working on the supports that will make them known to your prospects and capturing leads by putting Inbound Marketing in the event – these are the 5 Commandments of real estate communication that you must always have in mind!
Define objectives and give yourself the means to achieve them
Real estate communication is not like all other forms of communication. It has its specificities. It requires certain know-how. It is both strategic and operational. It involves the use of a set of methods, techniques and tools. And above all, it relies on the good knowledge of customers in order to anticipate their needs and thus offer them satisfaction.
For all these reasons, a real estate marketing strategy cannot be reduced to ordinary communication. You don’t sell a real estate service like you sell a TV or a stay on the islands.
In this article, we will tell you how to ensure that your real estate communication allows you to attract customers. We will show you how to give body to your agency. To put it another way, we’re going to help you turn your agency into a brand. Here you can search for best real estate marketing strategy at hopegoc.
This learning begins with the first 2 Commandments: define goals and give yourself the means to achieve them.
Define objectives for your real estate communication
Setting goals, yes, but which ones?
A real estate development communication is similar to that of a local business: it is a question of making itself known to the inhabitants of the district, the district, the city. Deploy targeted communication. Determine your goals based on local settings.
Ask yourself the right questions:
What quantitative objectives? How many exclusive mandates for a given period? What sales volume is expected in the year?
What qualitative objectives? What level of customer satisfaction do you expect?
These objectives must be defined according to your positioning: because you cannot have the same goals when selling prestigious real estate, properties for a traditional neighborhood clientele or properties for professional use. The means of your real estate development communication will be very different depending on this positioning on the market, because your targets will be different, because your budget will be different. Think about building an adapted real estate communication.
Give ourselves the means to achieve these objectives
A good objective (qualitative and quantitative) is useless if it is not based on relevant means.
These means depend on:
From the target. Who are your customers? Define personas, i.e. typical portraits of your customers, with their characteristics: what they like, the field in which they work their level of education. You need to know who you are talking to. Your real estate communication can’t be the same if you’re targeting senior civil servants or computer science students.
From your budget. How much can you allocate to your communication strategy for real estate agency? Over what period of time? With what predictable return on investment?
The means themselves must then be properly put in place. Establish a recurring media plan, with commercial actions to be launched several times during the year based on predictive events (anniversary of the agency, Christmas holidays… We come back to this below). Adapt this media plan to your one-off needs: if a quarter was worse than expected, plan to return more exclusive mandates for the following quarter, and apply a strategy dedicated to this objective.
At this point, it’s natural to want to do too much.
A word of advice: don’t overdo it. In reality, it is even the opposite that must be done: less real estate communication, but better. Fewer means, but better used. No need to launch 10 campaigns at a time to get nowhere. Too many real estate agents define their com’ according to what others do: “I have a great idea: let’s do an emailing campaign, it seems that it works! “ Okay, but for what purpose? To do what? You sent 10,000 emails, that’s great. Well done. And now? What feedback is expected? How many leads are affected? How many integrated leads?
Reminder shot: the basics of communication
Real estate communication or not, there are rules to know, to respect. We don’t send emails to say nothing. We do not organize an open day without preparing it.
Before going any further, a brief reminder of the 5 basic rules of communication to always have in mind:
1 message = 1 communication (no dispersion, no catch-all communication);
A real estate communication campaign must have a start date and an end date;
This same campaign must meet a specific objective for the customer;
In any real estate marketing strategy, you must aim for efficiency, for a better return on investment;
The keystone of all communication is empathy (based on proximity, exchange, absence of technical jargon, etc.).
With these elements in mind, you are ready to launch your real estate communication. Now let’s explore the 3rd Commandment: the events that will allow you to reach your customers.
Milestones for your real estate marketing strategy
Do you want to make sure that your real estate communication is effective? To do this, you need to create events. These events will be your sounding boards, so that your agency does not get bogged down in a daily flat encephalogram that does not attract prospects.
Forms of event marketing
This is called event marketing. It can be of two types:
Public or institutional events: holiday season, Halloween, Father’s or Mother’s Day, Neighbors’ Day, etc.
Events specific to the agency, such as its birthday (it does not matter whether it is a round number or not, it is always an opportunity to advertise your real estate).
The promotional operation: you offer a free service to draw attention to your agency.
The vernissage (as for an exhibition of paintings, you organize a cocktail around particularly attractive goods, for example).
The contest (with prizes to be won).
The charity operation: a good gesture towards an association will give you a very good image, like the “collection of toys” organized every year, in many cities, by the agencies of the Century 21 networks.
Any operation borrowed from other commercial sectors: the principle of happy hour applied to your real estate communication to boost your off-peak periods; referral (offering a bonus to a customer who brings you a lead); etc.