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The post 7 Real Estate Marketing Strategies To Crush It In 2024 appeared first on ClickFunnels.
Want to sell more properties in 2024?
Here are seven real estate marketing strategies that can help you with that…
- Real Estate Marketing Strategy #1: Niche Down
- Real Estate Marketing Strategy #2: Conduct Extensive Buyer Research
- Real Estate Marketing Strategy #3: Create a Business Website
- Real Estate Marketing Strategy #4: Feature Buyer Testimonials and Case Studies on Your Website
- Real Estate Marketing Strategy #5: Start a Blog
- Real Estate Marketing Strategy #6: Build a Quote Funnel
- Real Estate Marketing Strategy #7: Use Paid Advertising
Real Estate Marketing Strategy #1: Niche Down
Here’s something that you need to understand about marketing:
If you try to appeal to everyone, you’ll end up appealing to no one.
That’s why it’s so important to niche down and specialize in serving a specific demographic!
Decide Between Residential vs. Commercial Real Estate
First, you need to choose what you are going to focus on:
- Residential real estate
- Commercial real estate
Attempting to do both is unwise because you’ll spread yourself too thin and fail to develop real expertise in either of them. So pick one!
Focus on Serving a Specific Target Demographic Instead of Selling Properties in a Particular Geographical Area
Realtors often specialize in selling properties in a particular geographical area but we would argue that it’s not the best approach. Why?
Because prospective buyers who are completely different may be looking for properties in the same area.
When it comes to commercial real estate, that can mean anything from mom-and-pop businesses to startups to mid-size companies and large corporations.
And when it comes to residential real estate, that can mean anyone from young single people to families with kids to elderly citizens.
The problem is that all these prospective buyers have different needs, desires and interests, are operating under different sets of constraints and are struggling with different problems.
That’s why we recommend narrowing your focus to a single, clearly defined demographic instead of trying to sell properties to anyone and everyone who happens to be interested in that particular geographical area!
Your Best Option: Choose a Target Demographic That You Belong to Right Now or Have Belonged to in the Past
In general, it’s best to focus on a demographic that you either belong to right now or have belonged to in the past. Why?
Because the more familiar you are with that market segment, the easier it will be for you to understand your dream buyers.
Say, if you have children yourself, then you’ll have a much easier time understanding the needs, desires and interests of families with kids, as well as the set of constraints that they are operating under and the problems that they are struggling with.
Your Second Best Option: Choose a Target Demographic that You are Familiar With
In case targeting a demographic that you belong to right now or have belonged to in the past is not possible, the second best option is to go after a demographic that you are more familiar with than the average realtor.
For example, if you have a large extended family with a lot of elderly people, you may understand the elderly better than the average realtor, which would give you a competitive advantage when selling properties to senior citizens.
Stay Away From Demographics that You Have Zero Familiarity With!
We recommend steering clear of demographics with which you have no familiarity at all, no matter how lucrative the opportunity may seem on paper. Why?
Because if you choose to go after such a demographic, you will likely need to spend an inordinate amount of time on buyer research just to reach the baseline level of market knowledge that all your competitors already possess.
So why would you want to start at such a massive disadvantage?
Real Estate Marketing Strategy #2: Conduct Extensive Buyer Research
Once you know who exactly your dream buyers are, you want to conduct extensive buyer research. Why?
Because the most effective marketers are the ones that understand their target audiences the best.
Buyer research will help you design effective marketing campaigns, write persuasive copy and build sales funnels that convert!
Don’t Be Presumptuous: You Probably Don’t Understand Your Dream Buyers As Well as You Think You Do!
In general, the more familiar you are with your target demographic, the less time you’ll need to spend on buyer research.
However, even if you are extremely familiar with it, you shouldn’t be presumptuous and assume that you know everything that there is to know about your dream buyers.
If you belong to that target demographic yourself, it’s worth remembering the false consensus effect:
“In psychology, the false consensus effect, also known as consensus bias, is a pervasive cognitive bias that causes people to see their own behavioral choices and judgments as relatively common and appropriate to existing circumstances.
This means that you may be overestimating how representative of that demographic you are. Outliers often fail to realize that they are outliers.
And if you belonged to your target demographic in the past but don’t anymore, then you may be unaware of various new developments that might be influencing the decision-making process of your dream buyers.
Finally, if you are familiar with that demographic but have never belonged to it yourself, then you are almost certainly missing something important!
The 3 Types of Buyer Research that You Should Conduct
Talk to People Who Belong to Your Target Demographic One-on-One
Take a look at your extended social network. Do any of your family members, friends or acquaintances fit your dream buyer profile?
See if you can strike up conversations with those people and chat with them in an informal capacity.
Don’t pitch them your real estate services, simply ask questions and listen to what they have to say. You might be surprised by how much you can learn this way!
Conduct Online Buyer Research
On top of talking to your dream buyers one-on-one, you also want to conduct online buyer research.
That can mean:
- Joining Facebook groups
- Subscribing to subreddits
- Registering to online forums
- Reading blogs
- Watching YouTube and TikTok videos
- Following influencers
- Keeping an eye on popular hashtags
…etc.
Note that communities, content and influencers don’t have to be focused on real estate, what matters is that they are catering to the same demographic that you are targeting.
Ask People Who Have Already Bought Properties From You What Were the Most Important Factors in Their Decision to Buy
Finally, when you close sales, you want to ask those buyers what were the most important factors in their decision to buy those properties.
You might find that what you thought was most important to them wasn’t what was actually most important.
All this buyer research will help you understand your target demographic better and improve your marketing, copy and sales pitches.
Case Study: $120,000 to $200,000 Condominiums for Downsizers
Bob Moesta, an innovation consultant, was once hired by a building company to help them sell more condominiums in the $120,000 to $200,000 price range.
The company was targeting downsizers, primarily divorced single parents, empty nesters and retirees.
But the problem was that despite making these condos really nice with various luxury touches, hosting focus groups with prospective buyers and implementing their suggestions and pouring resources into marketing, they struggled to close sales.
When Moesta came on board, he decided that instead of wasting time speculating about why people weren’t buying these condominiums, he would talk to those who did buy them to learn more about their decision-making process.
It turned out that there wasn’t a clear buyer profile beyond all of them being downsizers. Nor was there a distinct set of features that all of them valued.
But something unexpected emerged: the dining room table came up over and over and over again in these interviews.
“People kept saying, ‘As soon as I figured out what to do with my dining room table, then I was free to move,’” recalls Moesta.
The dining room tables in question were well-worn, outdated pieces of furniture, so he and his colleagues couldn’t understand why buyers were so fixated on them. It seemed bizarre.
But then, as Moesta was sitting at his own dining room table, it suddenly dawned on him:
“Every birthday was spent around that table. Every holiday. Homework was spread out on it. The table represented family.”
Downsizers felt anxiety about giving up something that had such profound meaning to them so their buying decision often depended on whether or not they could figure out what to do with their dining room table.
Once Moesta realized that, he helped the building company adjust their business strategy to accommodate it and their condominium sales shot up!
Real Estate Marketing Strategy #3: Create a Business Website
In 2024, if you have a real estate business, you need to have a website.
If you don’t have one, not only will you miss out on various business opportunities but you will also risk looking sketchy in the eyes of prospective clients!
You can easily create a website for your business with the website builder that’s included in our software.
All you need to do is pick a website template from our template library, customize it according to your needs with our drag-and-drop website editor and then add content to it.
What makes our website builder different is that our focus isn’t aesthetics, it’s conversions.
We want to help you build a website that is optimized for lead generation so that you could convert visitors into leads and then eventually into buyers!
Real Estate Marketing Strategy #4: Feature Buyer Testimonials and Case Studies on Your Website
Once you have a website, you need to add social proof to it so that prospective buyers would know that you are legit.
Buyer Testimonials
Customer testimonials, like the one you see above, work well as social proof, especially if they include:
- The client’s full name and photo
- The exact result that you helped that client achieve
The reason why these details are important is that they help reassure potential customers that this is a real testimonial from a real person.
Gathering buyer testimonials that you can then feature on your website and in your marketing materials should be a part of your business process. Just closed a sale?
Ask that buyer for a testimonial!
Buyer Case Studies
We also recommend investing in buyer case studies that you can then feature on your website.
Both written and video case studies can work well, although the latter medium tends to be more persuasive.
You can take a look at the customer case studies that we have on our website if you need inspiration. Say, here are some local business case studies.
Real Estate Marketing Strategy #5: Start a Blog
Building a blog can be a great way to get organic search traffic from Google.
Here’s a quick overview of the process for creating content that stands a chance of ranking on the first page of Google’s search results for its target keyword:
- Do keyword research
- Create SEO content
- Build backlinks to that SEO content
Let’s take a closer look at each of these steps:
Do Keyword Research
Start by doing keyword research to find a promising keyword that you can realistically rank for. We recommend using Ahrefs for this.
Something to keep in mind here is that you want to target keywords that your dream buyers would be using.
Remember, the goal here is not just to get traffic, it’s to get targeted traffic that you can then convert into leads and eventually into buyers!
Create SEO Content
SEO content is the content that you create specifically for the purpose of ranking on the first page of Google for a particular keyword.
Once you have found a promising keyword, the next step is to create a blog post designed to rank for it!
Focus on Meeting the Search Intent
We can probably safely assume that Google’s search algorithm is optimized for helping the user find content that best meets their search intent.
Consequently, if you want Google’s search algorithm to give you a spot on the first page of search results, you need to make sure that your article meets the search intent of that keyword.
One of the most common SEO mistakes is getting caught up in the “optimization for the sake of optimization” trap where bloggers start optimizing their content for similarity to what’s currently ranking for that keyword as opposed to optimizing it for meeting the search intent.
This approach tends to result in bloated, unnecessarily long keyword salad articles that no one wants to read. Content like that can reach the first page but it won’t stay there for long because Google will eventually catch on to it and downrank it. It’s not sustainable.
That’s why you should always use search intent as your North Star when creating SEO content.
Ask yourself: when someone types this keyword into Google, what information are they looking for?
Then provide that information in your blog post!
Create the Best Piece of Content for that Keyword
You will need to push out one of the articles that are currently ranking for your target keyword if you want to get to the first page. So how can you do that?
In addition to meeting the search intent, you must ensure that your content is better than that of your competitors.
Otherwise, what reason would Google have to give you someone else’s spot on the first page of search results?
That’s why your aim should be to create the best piece of content out there for that particular keyword!
Build Backlinks to that SEO Content
It’s important to understand that creating great SEO content isn’t enough to rank on the first page of Google’s search results in 2024. Why?
Because one of the primary factors that Google’s search algorithm uses to decide which content to prioritize when ranking search results is backlinks.
Basically, the more websites link to your article, the more likely it is that the article is good and not some low-quality trash.
Moreover, the more websites link to your website, the more likely it is that it’s a legitimate website and not just some scam.
Not all backlinks are made equal, though.
Google’s search algorithm gives more weight to backlinks that are coming from:
- Authoritative general websites such as major media outlets
- Authoritative niche websites in your niche and related niches such as popular blogs
Say, if you specialize in helping aspiring off-grid homesteaders find off-grid properties in the Canadian wilderness, backlinks from major media outlets and from popular websites in the homesteading niche will be the most valuable.
The best way to build backlinks is through guest blogging, also known as guest posting, where you write articles for other websites for free in exchange for backlinks back to your website.
Typically, you get one backlink in your author bio and can include 1-2 more backlinks in the content itself provided that they are relevant to the subject of your guest post.
Adam Enfroy came to prominence when he made over $1,000,000 from his blog in just 2 years.
He got his blog off the ground through an aggressive guest posting campaign where he published 80+ guest posts in just one year to build backlinks.
Here’s his link building strategy:
You can also outsource link building to SEO agencies that specialize in that.
Just be careful and make sure that the backlinks are from authoritative websites and are built using white hat SEO practices that are approved by Google.
Keep in mind that backlinks from sketchy websites built with black hat methods can damage your website’s authority!
Recommendation: Ahrefs’ “Blogging for Business” Course (Free)
If you are serious about using search engine optimization to attract prospective buyers, we recommend going through Ahrefs’ “Blogging for Business” course.
It’s completely free and publicly available on YouTube:
Real Estate Marketing Strategy #6: Build a Quote Funnel
We recommend using a quote funnel to convert website visitors into leads and then eventually into buyers.
A quote funnel is a partially automated sales funnel that consists of three pages:
- A survey page where you ask the prospective buyer questions designed to get the information you need to create a custom quote
- A thank you page where you thank the prospective buyer for filling out the survey and ask them for their email address so that you could send them their quote
- An appointment booking page where the prospective buyer can book a free 30-minute consultation call with you
When you send them the email with their quote, end it by encouraging them to book a free consultation call and direct them to your appointment booking page.
Then, if you believe that you can help that person find what they are looking for, pitch them your realtor services at the end of that free consultation call.
You can easily build this funnel with our software which includes a survey funnel template and a visual funnel editor that you can use to customize that template.
Once you have your quote funnel, promote it on your website by adding a “Get a Custom Quote” tab to your website’s navigation bar and displaying “Get a Custom Quote” banners at the bottom of your blog articles.
Real Estate Marketing Strategy #7: Use Paid Advertising
You can also use paid advertising to drive traffic directly to your quote funnel.
Facebook has great ad targeting capabilities that can help you zero in on your dream buyers.
There’s also a publicly available ad library that allows you to browse ads that are currently targeting a specific keyword. You can use it to see what your competitors are up to.
Meanwhile, Google allows you to target specific keywords with its search ads which can help you reach prospective buyers who are actively looking for information related to the type of property that you sell.
You can find reputable Facebook ads and Google ads courses on Udemy. If you wait until the next sale, you should be able to get a course for less than $20.
A word of caution, though: it’s extremely easy to lose money on ads when you don’t know what you are doing.
In fact, if you want to get into paid advertising, you should set aside a “learning budget” aka money that you are willing to burn in order to learn how to run ads.
Alternatively, you can outsource paid advertising to a marketing agency that specializes in it.
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