What elements real estate branding should include
As with any other sector, the real estate industry requires effective digital marketing. Given the high level of competition, the strategy should be comprehensive and cover several areas. Branding is particularly important in real estate. It is essential to promote not only the agency but also its realtors. A strong personal brand can bring tangible results for a specialist.
Elements of branding strategy
Thanks to digital technology, real estate agencies can now reach clients beyond their local area. Property search platforms and corporate websites allow you to select properties remotely, without the need for a personal presence. In this environment, thoughtful marketing is particularly important in helping to highlight a particular offer and attract attention to it.
The key areas for the property sector are:
– comprehensive promotion of the agency;
– formation of a personal brand marketing strategy for each realtor;
– utilisation of various digital channels of interaction;
– strengthening the website and improving the presentation of each property.
The first step to building a strong personal brand is establishing a presence on social media. Katie Sweeney, owner of REMAX Living, recommends focusing on Facebook, Instagram, and LinkedIn. Maintaining an active presence on these platforms helps to increase your reach and engagement with your target audience.
Providing quality, relevant content plays a crucial role. A page should contain more than just photos of products. It is necessary to fill it with interesting publications that stimulate communication with users. Additionally, creating a personal brand involves showcasing the realtor themselves. It is useful to present them as experts and professionals in their field.
Focus on the client experience
Another important aspect of marketing property is achieving visibility on Google. For many consumers, a search query is the first step towards making a purchase. Therefore, it is essential to ensure that your website ranks highly for relevant searches. It should be noted that SEO and website development are long-term strategies for attracting customers. If a quick result is required, the best solution is paid advertising on Google.
In the era of personalisation, providing a positive customer experience is crucial. Consumer interactions in the property sector involve many touchpoints. In each of these, it is paramount to get the customer communication process right. However, communication shouldn’t end once the transaction is concluded.
Sweeney recommends maintaining contact with each customer who has previously utilised the services at a minimum of five touchpoints. These could include birthday greetings, holiday messages, and useful information, for example. This approach builds customer loyalty and promotes effective word-of-mouth marketing.