Why Real-Estate Marketing Should Go Inbound3 min read
There are some things real estate agents are great at. They’re personable, knowledgeable, and they really know how to talk about a space’s value. But, hate to break it to you, there are some things real estate agents are notoriously bad at — at least from the perspective of an inbound marketer.
If you’re a real estate agent, you’ve probably been told to try some of these marketing tactics:
- Putting your smiling face on billboard, magazine, newspaper, or other printed advertisements
- Slapping your name and logo on everything from your car to T-shirts to give away to unsuspecting strangers
- Placing online advertisements on websites, in front of videos, and on search pages
- Sponsor everything you can in the area, from events to little league teams
- Send direct mail marketing collateral to the entire community
The problem with those marketing strategies is that they’re interrupting people’s lives. The reader or viewer wasn’t originally looking for information about you, so to them, you're a nuisance.
Hint: You don't want to be a nuisance in someone's life. Talk about bad branding!
The answer to this problem? An inbound marketing strategy for realtors. With inbound marketing, your goal is to help the people who actually want and need your services at the right time.
Still not convinced? Here are 5 reasons to go inbound with your real estate marketing.
1. Get Found Online
Millennials (probably your target buyers) spend more time digesting media online than traditional media. It makes sense, then, to promote your brand online — not in printed advertisements.
Plus, searching is one of the most common online activities. Did you know that there are 3.5 billion Google searches per day? That's crazy — and a crazy-good opportunity. You can optimize your website to help those searchers find you online. And you won't just get found by any searchers; you'll get found by people who are already looking for you.
2. Better Targeting and Return
With outbound marketing tactics, you’re usually sending your messaging to anyone and everyone. Think about it: Current homeowners who aren't in the market will see your printed ad in the newspaper and teenagers who certainly aren't looking to buy will see your logo at community events. That means you're spending hard-earned cash on marketing that won't give you a return.
With inbound, all of your marketing is more targeted. It’s going directly to people who are actively searching to purchase real estate. Much of that comes through optimizing your website for search, like we talked about before. But it continues after the visitors land on your site. Once you have their contact information, you can send messages to those contacts that speak to their specific needs.
Ultimately, this super-focused targeting will help your bottom line. According to inbound powerhouse HubSpot, inbound leads cost 61% less than outbound leads — which means you're getting more out of your marketing budget.
3. Build Trust with Prospects
There’s a notorious lack of trust between buyers and real estate agents. Shoppers often think agents don't necessarily care about their needs or wants and only want to make the sale.
Inbound marketing can bust that myth in your prospects' minds. How? With content. Inbound revolves around publishing content such as blog posts, site pages, and premium offers. Those pieces of content offer immense educational value to your potential customers. When you offer such great insight and information to them, they'll come to trust you more (and be more willing to buy from you).
4. Stay Connected with Leads
The real estate sales process can be a long one, which is why keeping in contact with prospects throughout their buying process is crucial. Email nurturing — continually offering valuable content to encourage further interaction — is a huge part of inbound. The strategy keeps your brand at the forefront of prospects' minds and helps educate their shopping process.
The best part of email nurturing? It can all be automated. With the right marketing automation software (like HubSpot), you can write emails well in advance and make them send automatically at a specific moment. It's one task that'll last you months.
These are just a few of the many, many reasons we believe in the power of inbound marketing. We're confident if you make those outbound marketing tactics more inbound, you'll be beyond happy with the results you see in the long run.