Inbound Marketing for real estate: first steps for an effective strategy

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Inbound Marketing for real estate: first steps for an effective strategy

In Latin America there is significant potential in the real estate investment market. Specialists from Jones Lang LaSalle (a financial and professional services company, specialized in real estate services and investment management) have identified São Paulo (Brazil), Mexico City (Mexico), Santiago (Chile), Lima (Peru), Bogotá ( Colombia) and Panama City (Panama) as development opportunities in this sector.
Seeing this developing market for the region, we bring a series of steps for you to create an effective salesstrategy based on Results Marketing.Differentiated strategiesBy applying Inbound Marketing strategies in the real estate mobile no search australia business opportunities are further enhanced and multiple advantages are obtained.One of the most outstanding is the reduction of marketing costs. For example, publishing in a high-circulation newspaper would entail much higher costs. Inbound Marketing is much cheaper and, in turn, allows you to measure results accurately – we know exactly how many people have clicked on an ad on Google.

Inbound Real Estate Marketing
The first thing that you should take into account when applying Inbound strategies to a real estate, is that it does not work like an ecommerce. Generating all the sales online is difficult, since the price of each property is high and the sale process is complex. There are many variables that influence the sale, ranging from the job of the broker to the approval of financing at the bank, which depends on many factors.However, although Real Estate Inbound Marketing is not done 100% online, the strategies facilitate the sale and make it faster, since the potential clients approached are much closer to the moment of purchase. That is why we bring you in this post 4 practical tips to start a Digital Marketing planning for a construction or real estate company. Leads qualificationEvery broker, realtor, or builder has a ton of cards or an email list of people who were approached at pitches, trade shows, and events. What many companies see as simple data, for Inbound Marketing is extremely valuable information. These contacts will be our first Leads to be worked on and qualified.Important: If your real estate agency has never done any type of communication by email, or you have a long time without exchanging messages with these people, it is worth doing the sanitization of the list first, that is, separating the contacts that can be used from the that are not valid. Performing this practice saves work time and increases the chances of conversion to future sales.


For these contacts, we must start the communication with a simple email template. Our goal is to rate these Leads, once they have had a first contact with your real  gulf email list estate agency. Here they count from basic strategies, such as presenting new projects, or even something aggressive for sale, how to make offers.t is important to note that, in parallel, these Leads can receive fortnightly newsletters about the news of your real estate. This is a great way to get remembered. We just need to be careful not to send the same offer again to customers who have already made a purchase.

To see how it works, take a look at our case: How Casa Mineira Imóveis uses Digital Marketing to increase salesLead generation
At the same time that existing leads are being qualified, it is important that new leads are generated. For this, we have 2 alternativeFunnel Bottom Offer (Near Sell)
Direct offers contribute to the generation of more qualified leads, who need less nutrition time, speeding up the purchase process. In the case of real estate, some quick and simple practices can do this. Here are some ideas:Landing Page with countdown to the launch of a new project;
Offers with discounts or benefits such as “win furnished kitchen” or “2 garages included if you close the purchase this month”;
Scheduling of a visit to the decorated apartment;
Evaluation of your property for exchange;
Video presentation of the property with a demonstration of the ground floor.
Top of the funnel offers (lead first steps)
With the bottom of the funnel offering up and running, we save time to prepare the prospects and the buying process, as well as the contents for the tip and the middle of the funnel, which can serve for the nutrition of leads later. Here are some important educational content ideas to make your projects welcome:

For the Landing Pages that we cited in the previous suggestion, it is worth remembering that including strategies for lead segmentation from the beginning makes nutrition work easier. For example, for colony comparison material, we can ask the Lead what their preference is and think of a specific nutrition flow for that colony. In this way, you send the right content to the ideal audience, optimizing the purchase decision process.For the “Tenant Manual” you can ask the Lead what his objective is to know if he is interested in buying, selling or renting. If the Lead selects “rent” and your real estate does not work with rentals, for example, that Lead does not have the potential to become a client, that is, they do not need to participate in a nutrition flow immediately.
Some other field options also contribute to lead segmentation:
How many rooms do you need in the apartment? (Answer: 2/2 to 3 / more than 3)
Do you have pets? (Answer: yes / no)
He has children? (Answer: yes / no)
Remember that all the information that is asked in the Landing Pages forms must have a future objective. Asking just to know, in addition to being purposeless, can decrease the conversion of visitors to leads.- Alliances with local businesses
If your realtor is exploring an unfamiliar or less populated region, it makes sense to seek out local businesses to make alliances. A good idea is to close agreements with restaurants that are in the vicinity to publicize the new project.

For example, your real estate agency can promote cultural contests such as “Why would you live in the X neighborhood”, encouraging customers to participate in exchange for a free dinner at the same restaurant. In addition to contributing to the movement of the place, you also capture Leads through a simple Landing Page. Remember to put a field “you agree to receive emails about project X” to ensure a good open rate and clicks in your future campaignsThe same flow works for other types of businesses, such as beauty parlors, schools, and supermarketsThe generation of leads for the top and bottom of the funnel, with qualifying actions of leads in parallel, are the first steps for an effective Real Estate Inbound Marketing strategy. With quick and practical adjustments, we manage to have small benefits such as the reduction in the time of the sales process.
Market numbers indicate that, today, the purchase decision takes 9 to 12 months. Therefore, the earlier you start planning strategies, the earlier your real estate will feel the impact of the results.

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