As every real estate agent knows, the job involves a lot more than showing houses. In fact, real estate agents are expected to be advertising experts, website designers, photographers, videographers, and mediators, among other roles.
Because buyers and sellers have high expectations, one of the most important skills for an agent to develop is an expertise in digital marketing.
“An online presence is a vital component of a real estate professional’s marketing strategy,” according to the National Association of Realtors. “Because today’s consumers want accurate information quickly and conveniently, real estate professionals must harness the features and capabilities of online marketing to meet these ever-increasing needs.”
The proof is in the numbers: 97% of buyers use the internet when searching for a home, according to the association.
The importance of returns and referrals
Developing digital marketing skills that work begins with understanding how people find real estate agents.
Of the people who used real estate agents to sell their homes, 68% relied on referrals from friends or family and 53% used an agent they had previously worked with, according to a 2021 report from the National Association of Realtors. This points to the importance of offering quality service to every client and staying visible for prospective customers.
“When you know the importance of a client’s referrals in real estate, you can build a strong network of satisfied customers that will basically do the central part of your marketing,” according to Real Estate Trainer.
In fact, clients who have been referred to an agent are usually willing to pay for quality instead of shopping for discounts.
“Referred customers are likely to purchase your service at full price because they believe in a trusted and positive review,” according to Real Estate Trainer. “This means higher selling prices and higher agent commissions. Referred clients are very often less sensitive to price.”
Digital marketing strategies that target past customers could include sending periodic email blasts with new home inventory and advertising on local news websites, which will help confirm the choices of past clients and reach future clients.
Getting the interview
Getting clients to respond to marketing is the most important part of securing their business.
“Over 65% of homeowners have interviewed only one real estate agent before deciding who to list their home for sale with,” according to Real Estate Trainer. “So real estate agents should be more concerned about getting the interview instead of how they compare to other competing agents.”
When advertising on local websites, including a link to an informative and user-friendly website with appealing images is essential. In fact, customers expect agents to capture high quality images of their homes, and many want 3D home tours and drone footage of the outside to be included.
“When shopping for a prospective rental or home, it’s not surprising that consumers want to see large, high-quality photos, but did you know that 3D virtual home tours are actually the feature home buyers want most in their searches?” according to realtor.com.
Real estate agents can attract local sellers by marketing their ability to take high quality photos and videos and provide 3D tour coverage. Knowing how to use these features will also appeal to potential buyers.
With quality advertising on local news websites that reach a wide audience, real estate agents can build a brand that will support their business for years to come.
For information on how to promote yourself on Noozhawk, please contact sales@noozhawk.com.