The real estate sector in India is blessed with robust demand, attractive opportunities, favorable government policy, and steady investments. But Digital Marketing has certainly revolutionized the way homebuyers research and purchase their dream home.
As desperate times call for desperate measures, let us see a few ways in which we can expect digital marketing to transform the real estate sector so that we can find a way out of this pandemic and come up with alternative trends and tactics to resume and thrive in the market.
Virtual Tours will gain Popularity – A virtual tour offers a realistic walkthrough of the property to interested buyers.
It gives them the luxury and power to decide which part of the for-sale apartment they want to examine closely and from what angle. That we are living through trying times is for all to see (thanks to Covid-19), in-person showings and open houses are out of the question.
Virtual tours will enhance buyer convenience, especially for the out-of-town customers or international buyers, as they will be able to examine the property at the comfort of their homes. This in turn will not only ensure safety but also buy some time for both the buyer and the seller. This will also help realtors to boost their reputation as cutting-edge agents.
Single Property Websites will be the new normal – Some home-sellers feel that their one-of-a-kind properties like multi-million dollar homes or abodes with historic value deserve a spotlight on the internet. For this reason, they dedicate an exclusive microsite to flaunt the property’s complete list of features and amenities.
Since the real estate agent is the owner of the website, he/she is not required to comply with the rules and regulations imposed by the third party listing They can go ahead and upload beautiful pictures, details, or whatever they think fit to sell their property.
Having a single property website will minimize the fight for the buyer’s attention between the real estate agent and its competitors. Consequently, the chances of the property buyer to show interest in the main website will increase, which will ensure that the other properties of the agent do not go unnoticed. Single property microsites also improve the likelihood of a prospect contacting the agent to close the deal.
Influencer marketing will be leveraged – The real estate industry will use influencer marketing by appointing popular bloggers and other professionals to endorse a particular property.
If a property manager is already sharing valuable content on his/her website, he/she can collaborate with a selected influencer or multiple micro-influencers to build a social media campaign. This will help him/her to widen his/her online reach as well as spread the word about the property.
But the influencer needs to be selected carefully. For example – If they want to attract first-time millennial buyers, they have to connect with influencers that millennials are following and ask them to share their blog posts.
Also, one thing that needs to be kept in mind is that in the real estate scenario, influencers are not meant to lead people to the end of the sales funnel. They either nudge people to enter the sales funnel or move one step closer to a buying decision. This is because when an influencer speaks about the concepts of the property or shares an experience that sounds authentic, it appeals to a wider audience over the ads that are shown to them.
Chatbots will come to the rescue for real-time problem-solving – Even though they are backed by Artificial Intelligence (AI), Chatbots sound human and obtain useful user information while guiding them towards making a purchase. They automate a wide array of processes, take follow-up emails for example, that would have otherwise been done manually.
Chatbots are a more responsive way of interacting with clients as the prospects can reach out to the seller without providing any personal information such as phone number or email id. It answers their queries quickly and accurately with personalized solutions.
Chatbots are specifically meant to address the need for an immediate response by impatient buyers who cannot wait much for an answer to their service inquiries, even if it is outside the company’s business hours.
Adoption of Social Media will be on the rise – 2021 is the year for realtors to step up their digital marketing for real estate industry game by being active on social media. This is owing to the fact that social media has a significant influence on the buyer’s decision-making journey.
Due to the variety of social media advertising options like lead generation, web conversion, and carousel ads, social advertising is expected to grow. But if you are a realtor reading this blog and have too much on your plate, consider outsourcing your business’s social media activities to a real estate digital agency.
The various platforms for Social Media Marketing along with the spectrum of benefits provided by each of them to a realtor are explained below:
• Facebook: Facebook allows home sellers to join real estate-focused group pages, build online communities, book appointments, communicate with existing and prospective customers, publish list-related updates, and curate customer reviews and ratings. Additionally, Facebook Ads are also an invaluable aspect of digital marketing for real estate business.
• LinkedIn: It facilitates real estate developers to connect with 3rd party realtors, architects, interior designers, house maintenance providers, etc. Realtors can leverage LinkedIn for personal branding. They can show off their industry experience by sharing insightful and industry-specific content such as case studies, whitepapers, etc that will position them as a knowledgeable and credible source and build trust with both industry experts and potential customers.
• Instagram: Realtors can share high-quality photos of their newly sold properties. In that case, for example, they can share their clients’ stories – how they first met, what their clients’ expectations were, and how they helped them.
Besides, Instagram is also perfect for social proof. Real estate companies could use it to publish client testimonials, along with their photos. That will humanize their brand and build trust with their target customers. Finally, a real estate digital agency can use Instagram Stories to share property updates every day and motivate the followers to act.
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It’s no surprise that 2021 will be a game-changer for real estate marketing.
As a real estate agent, looking at the above transformations, you will have to strategize your way forward.
Whatever you decide to do, just remember the fact that Internet and Real Estate Industry have become pretty much inseparable.
If you are feeling overwhelmed by the above information and is at your wit’s end as to where to start from, fret not! Our Digital Marketing Team at PromotEdge is waiting to hold your hand. We are just a call away and are all pumped up to give you our expert advice.