Local content marketing strategies for the real estate agent

Have you noticed that nowadays people are turning more and more to Google and other search engines to find what they need, both globally and locally? In the age of hyper-connectivity, we have come to modify our perception and the ways in which we search for things.

You don’t want to be caught unprepared for this change? Content marketing has thus become one of the most powerful tools available to businesses and today it is no longer the prerogative of only big brands, but also of small real estate agencies like yours.

This particular branch, specific for the creation of real estate content at a local level, has become accessible to real estate agents who want to stand out within their territory: in this way, content marketing gives the possibility to small real estate agencies operating locally to compete with their biggest rivals, at least on the web.

Think locally, act locally

Any person who wants to buy a property or intends to take advantage of any service offered by a real estate agency in his city, where does he start with his search?

  • Start by asking a friend or family member via word of mouth, dark web, social network
  • Start a search query on Google or other search engines

Google also found that 76% of local smartphone searches end with a visit to a physical store. This very high percentage can consequently also be applied by real estate agents in a city, who will see about 3 people out of a total of 4 who have carried out this type of search present themselves at the doors of their real estate agencies.

The buyer person interested in the purchase of any property, therefore also the house, begins to type keywords that are relevant to his search, thus geolocating and narrowing the field through the use of specific place names for reach your need more easily.

It is easy to understand how this process, in a sector where searches are well localized in cities or neighborhoods such as real estate, is even more pronounced than in other sectors.

What is real estate local content marketing?

In digital marketing, that is, what you put in place on the web, the branch of content marketing is, therefore, the one that will give you more guarantees at a lower cost, since producing quality content is the key to determining the success of the strategy. SEO planned by your real estate agency.

If previously, content marketing campaigns were used exclusively by communication agencies and by large real estate brands and franchises, currently this type of activity is also accessible to small and medium-sized agencies. In fact, we are witnessing a democratization of real estate content marketing, which in recent years has developed in a disruptive way thanks to real estate agents who have been able to seize the opportunity to produce content on a large scale and locally, helping to make themselves real. and its own institutions and reference points in the sector within its own territory. In this regard, to reinforce the concept, we provide you with the case history of the “Mister Rentals” of Desio and Limbiate.

The secret to succeeding in this aim at best is that armed with determination, will, patience and perseverance, to geo-locate one’s communication strategies, trying to stimulate in the “moment of need” the very people who are starting a Research.

It comes naturally to us to make an observation, namely that in addition to brand awareness and community-building campaigns on social networks, the key to embarking on a local content marketing strategy for the real estate agent is the optimization of the website and its contents. from a local SEO perspective.

What is local SEO in real estate?

The local real estate SEO is a Search Engine Optimization strategy whose main objective is to improve the ranking of websites or other web channels and social real estate agencies in the search engine results for a given geographical area. Geo-localizing an SEO strategy (and therefore of real estate content marketing) may seem a complex activity with medium-long term results, however, it is fundamental in the climb of your website in the Google & company serp.

Local content marketing: what are the objectives?

We have identified specific reasons why marketers and small and medium-sized real estate agencies should be interested in developing local content marketing within their daily activities. In fact, thanks to the activity of local content marketing real estate, you can be able to achieve four fundamental objectives:

  • Attract qualified traffic to your website

We are talking about any type of content that has local information within it, which could be interesting for people who are looking for properties in that specific geographical area. The more traffic (in target) will pass on the website, the greater the chances that a percentage of it can turn into a good business. For the real estate agent most attached to tradition and physical showcases: imagine that the users who are consulting the property listings on your website are nothing more than customers who come across the bulletin board, wandering around the historic center of your city. of your real estate agency, stopping to read the ads for sale or lease.

  • Generate links pointing to your website

Involve your colleagues, not to mention the real estate bloggers and influencers active mainly in your area, by providing them with material to talk about in their content. This kind of “Digital PR” activity aims to be cited as an authoritative source in other blogs, thanks to the content you previously wrote on your blog. In the real estate sector, the best content to use for this purpose includes surveys among sellers of houses or other types of properties, statistics on sales or rentals that took place in the last period in your area, case histories of some satisfied customers who tell their testimony. (positive) with your real estate agency leaving a sort of review, interesting and beautifully designed lists and infographics.

  • Stimulate social sharing by users

To increase the presence of your real estate agency on social networks, the “social share” by users is very important. To make possible the mechanism that triggers sharing by other real estate agents and not only, both on personal message boards and on the company Facebook pages of the various agencies, and within the groups concerning the real estate sector, you must be able to produce interesting, engaging, original, unique content, designed and built in a shareable way. You may be wondering: what does all this mean in practice? The contents created for the social networks that prove to be more performing in this sense are usually short and contain lists, for example, “the 5 best ways to …”, “how to solve …”, “you know why …”, but with the disruptive spread of visual content you can use videos and interviews of limited duration, extremely effective to reach users through a strategy of local content marketing real estate.

  • Improve your brand awareness

But it is important to remember that a strategy that works in a workmanlike manner must take into account that whatever content you choose to publish, it must always be coordinated and consistent with the mission and vision of your real estate brand, to ensure that you keep the quality high. The attention of people precisely on the corporate brand. Brand awareness must always go hand in hand with corporate communication, to ensure that the awareness and knowledge of the real estate brand in customers or potential customers is always kept at the highest levels: awareness in fact measures the way in which customers are able to recognize you and does not only concern quantitative diffusion, but also the ability to transfer values ​​to people (are you also of the opinion that values ​​are felt more locally?).

A well-structured campaign should cover all four of these aspects, guaranteeing tangible results on them. It is also possible to add to them more performing and sought-after objectives, strictly linked to the specific reality of your agency. If you and your real estate team mainly carry out the phases of first contact with the customer online, for example, you may prefer the objective of receiving visits to web pages or landing pages of your website, but if you like to go “on the breach” and you prefer the contact in person, it should be preferable to direct the content campaign immediately towards the personal appointment at the agency.

By identifying a single main objective among those proposed, you will then be able to understand precisely which activities will be necessary for its pursuit and which, on the other hand, are the actions to be taken to keep an eye on and within reach of the other “secondary” objectives.

Have you identified your main goal, the one you would like to achieve first through your first real estate local content marketing campaign? Well, based on the goal you have set for yourself, you can focus on creating the different types of content related to the four objectives mentioned.

“Fantastic content and where to publish it”

Finding the right inspiration to write content is never a simple thing. Often a quality content is the result entirely of our ideas and written more or less in one go without the aid of traces, while other times it is the other real estate agents or influencers in the sector who have already done the work for us, creating articles or blogs. interesting posts, and we just have to readjust the texts to our point of view to have completely “new” content (it is important that search engines consider it as such), engaging, and ready for publication.

Today we have the ability to quickly and easily access hundreds, thousands of web pages, articles, publications, data and statistics, being able to evaluate in real-time what worked and what didn’t on the web. We are not advising you to copy, a very wrong practice (but alas still used) for SEO purposes and which can have annoying repercussions also at the copyright level, but simply to take a cue from “who made it”, readjust, rework and contextualize textual and graphic material already present on the web. All you have to do is search.

How to aggregate the best performing posts for your real estate local content marketing strategy? Based on our experience, we have selected a very interesting tool that allows you to find the best ideas for creating your content. It is called “Content Explorer” and using it you can let your imagination take off in the drafting of content by crossing metrics such as:

  • Social share: this feature shows you the data collected regarding shares on social networks and social media such as Twitter, Facebook, LinkedIn, Pinterest, and the deceased Google+
  • Organic traffic: shows you the number of visits generated by an article in a month
  • Referring domains: you will be able to view how many and which websites or web pages are linked to the referenced article

Thanks to the use of a tool such as Content Explorer you can create a completely new article in a much faster and more efficient way, starting from what are already the best performing sector contents. Just find a successful article online that covers the topics you would like to cover and turn it into an article that is highly appreciated by your audience.

Once you have found the initial content to start with, you will have to decide in which channels to publish it: whether on your website or on a local blog, on the best newspaper in your city, on the reference website of the real estate sector. Each decision involves points for and against, which you will need to analyze carefully.

Publish your content on your website and external web pages

If the content you have published on your website is truly engaging and well-indexed from an SEO point of view, this will allow you to attract new visitors, consequently generating more traffic within your articles. In the meantime, build a network of assiduous readers on your website and followers on your social channels, this will allow you to give greater visibility to your content, which in turn will increase the audience on your web pages and fans on the social pages, and etc. Here is where the virtuous circle has begun!

In the event that the goal of your real estate business is to reach a target or user segments that are not otherwise accessible, you can also consider publishing your content externally. Find local blogs and websites willing to publish your story – for free, or in exchange for any grant, or by investing a small budget – by making sure to add a link to the contact page or “About Us” page on your website. In this way, the search engines will recognize your website as authoritative and as a reference point for users in your sector. In addition, you will be able to earn new leads generated in a completely natural way from the content.

How to find local websites to publish your content?

It goes without saying that the best place to find local websites that are capable of generating a good amount of traffic is clearly Google. In fact, by using a combination of searches on this search engine and a plugin on the Chrome browser, you can easily identify the most authoritative websites at the local level, therefore also those most suitable for hosting the contents written by your hand.

The plugin we are talking about is Chrome MozBar, which you will need to install on Google before starting your search: this is the tool provided by the Moz platform that will show you the main data on SEO directly in Google SERP. Using it, you can more easily identify the most authoritative websites on the one hand, and those to avoid on the other.

Have you already installed this plugin? Well, now is the time to use Google’s Search Operators to refine your search:

inurl: this search operator is able to limit your search to the results provided with a specific keyword within the website url. If you are looking for a site in which to publish guest posts located in Turin, for example, try this search: [torino inurl: guest post]
titolo: it is similar to inurl but involves the title, in fact, it will limit the results to those containing yours search term in the title of the page, such as [torino title: apartment]
inanchor: restricts the search to pages that contain your keyword within anchor text or links that point to the same page, for example [torino inanchor: furnished apartment]

How can you measure the success of your campaigns?

Once a piece of content is published, the time has come to measure its performance. By carrying out a thorough analysis of every action you have taken, you will be able to understand what is the best way to make your efforts and economic investments in digital marketing pay off.

What tools to use?

1. Google Analytics

This is the tool you can use to track and measure the traffic and conversions your content has been able to generate over time. You should make sure that the links within the article are highlighted via the Google URL, in order to identify where the inbound traffic is coming from. Furthermore, by adding a note to your account, you can easily identify the launch date of your content within the chart.

2. Social share

Most editors pay particular attention to tools that measure how many times your content has been shared or liked. There are many tools you can use to measure how much traffic your social content has generated, but usually, it is sufficient to refer to the tool offered by the social network itself with certain reliability and precision. If you use Twitter, however, keep in mind that it no longer supports tools that count actions, so you may be forced to look for an external tool to measure your performance within it. If you have a count of the total shares of content on social media, you can proceed by difference: subtracting from the total number of shares on Facebook, Instagram, Pinterest and LinkedIn, you will have the number of shares registered on Twitter.

Local content marketing, is the future of small and medium real estate agencies

Here we go again, it is the eternal dichotomy between small local agencies and large real estate brands, both franchised and independent: which of them wins in the game of local content marketing real estate?

Small real estate agencies, which operate within a rather limited local range, enjoy an extraordinary competitive advantage when it comes to content marketing: in fact, the audience they target can be targeted much more from the point of view. geographical. Your agency, therefore, has the possibility of entering the world of the Internet on the local real estate market by providing resources and information adequate to the requests that customers usually make to a professional in the sector such as a licensed real estate agent.

When we talk about big brands, they must necessarily address a wider target, often delocalized throughout Italy and probably even beyond national borders: this means that it is not always possible to fully respond to the needs and needs of the reference market, too heterogeneous and fragmented for a real estate local content marketing strategy executed in a workmanlike manner.

So what do you need to do if you are a small real estate agency and want to generate higher traffic on your real estate website? Clearly, as you already know if you have read our real estate inbound marketing guide, you will have to try to attract those who are looking for you locally, within your territory of action, first of all identifying who your buyer personas are.

Acting actively to stay ahead of the competition has become increasingly important for a real estate entrepreneur like you, making sure that interested people find your business on the web in an agile way when they start searching on Google or other engines. of research. Increase and optimize the visibility of your website within the local search results: only in this way will it be possible to achieve all this.

On the other hand, it is now clear that real estate agencies that focus on local content are growing exponentially from year to year. This becomes a tangible fact especially when, when you are working to gain visibility at a local level, it is increasingly difficult to position yourself online among the excellences of your area due to the growing number of competitors involved. That’s why there is no more time to waste!

It’s time to put your local content strategy into action

How does the process underlying local content marketing work in small and medium-sized real estate agencies? It is not that difficult to create effective and interesting content based on what your business idea is. Look around and everywhere you will discover content to tell, stories capable of thrilling future readers through the story. You can tell your company story through informative but emotional content, within which people can find your values, what you and your company believe in.

When positioned correctly through the real estate SEO logic that we have explored several times, real estate local content marketing can therefore be used to attract visitors, also providing the user with a satisfying user experience. In fact, there are several aspects to which particular attention must be paid when you want to implement quality content, in order not to end up boring your audience but on the contrary to make them feel really part of your company and to ensure that it fully shares your mission. and your values.

Writing, writing and writing: there is not only this in a content

We said it, content surrounds you and tells you stories all the time. But it makes sense that if you don’t have a plan regarding what you want to tell people and what you want them to absorb from your stories, the final product is likely not to reflect the effort spent and the investment made in writing content and in their publication.

Within a well-defined geographical area, your real estate agent can also be considered a perfect source of content. Is there anything that expresses your values, your brand, and your sacrifice towards the satisfaction of your customers better than your agency in a strictly “physical” and “real estate” sense?

You will realize that you are managing to make more thoughtful decisions and not make costly mistakes if you start thinking about everything you have inside and next to you as if it were content.

The utopia of growth that takes place in an economic, simple, and sudden way

Usually, the real estate agents that we happen to meet for a web marketing consultancy, want “only” a couple of things: fast production of content, at a reduced cost. Well, raise your hand if you don’t want these two aspects in all your projects …

However, the reality is that those cases in which, in the face of fast production at low costs, the quality of the contents is achieved are really rare (someone tells us about them because we don’t know of them). And this, unfortunately, or fortunately, is a general rule of life. However, we know for sure that in the medium-long term, the growth rate in terms of traffic acquired on the pages of your website is much higher than the cost incurred for the continuous creation of content. And, with a good deal of resilience and consistency, your initial efforts to plan and implement the strategy will certainly pay off.

A continuous process of content production

Where is the difference between a geo-localized content strategy and a traditional one? The creation of performing content is a relatively simple activity, but the difficulty lies in creating a machine capable of generating localized content with continuity and constancy.

It is a process, or rather a real structure, not a sporadic or one-off activity. This scaffolding must become the foundation of your real estate local content marketing program, which must be continually reviewed, revisited and replicated.

Let’s now try to structure the process in a timely manner:

1. Identify your local audience: if you are a small or medium real estate agency, before starting with the writing of the contents, define the buyer persona that best suits your services or the properties in your real estate portfolio, that is, the one you would like to address your offer.
Now put yourself in a position to have everything you need to create great content, customized for your target audience. Here we run to your aid, pointing out some useful tools for this purpose:

  • Facebook Insights: thanks to this tool, you have the opportunity to understand if the activity you are carrying out on Facebook is going in the right direction, as well as to understand the real engagement generated by your local content and the area of ​​origin of your audience, along with much other information.
  • HubSpot is a high-profile suite that allows you to draw up the essential points for identifying and understanding your target audience. HubSpot provides you with a series of customized forms by means of which you will be able to collect a myriad of useful information on your buyer person of reference; moreover, thanks to a special live chat, you will have the opportunity to ask direct questions to people who show an interest in your real estate website. Thanks to an analysis of the data collected in this way about your contacts, you will also be able to identify the main trends to follow in your strategy and identify your ideal target.
  • The “Google Keyword Planner”: You can use this tool to search locally. It also uses the data previously collected by Facebook Insights and you can associate the volume of the keyword search with the size of the audience, in order to evaluate if users are active in the search and in the eventual purchase of properties in that particular area.

2. Do an analysis of the competition and of the content: to find external content that may be useful for the preparation of your own, you can consider the idea of ​​taking a look at what have been the latest moves of your competitors, with particular attention – it is obvious – to those real estate agencies that have been successful. Make a list of the most interesting articles, the most read and best indexed on Google and analyze their peculiarities, in order to better understand which are the best topics to be addressed, in order to focus your work on best practices as much as possible, avoiding consequently everything that does not point in this direction.

Now, if you want to understand if your content is effective or not, we have devised a small checklist of things to do before publishing it:

  • Research of relevant keywords locally: finding the right keyword is a decisive operation for the purpose of the “local optimization” of your content, or more generally of your website, a fundamental step that allows your real estate agency to gain increased visibility. To succeed in finding the best keyword to use, get help from Google Adwords, thus attracting people or companies who are looking for a real estate agent with your characteristics in your area.
  • Create an editorial plan for your content: now that you have found the most suitable keywords and drafted your content with a view to real estate SEO, you need to do a little big upgrade, organizing your content in the best possible way, so that you can have control of everything what happens and when it happens. We are talking about the elaboration of an editorial plan, which usually takes place in relation to the size and organization of any internal content marketing team. Therefore the various situations within each single agency can present great variability so that the possible approaches can in turn be multiple, but all will in any case have common traits, here they are:
    • Schedule the timeline, monthly or weekly, with the help of a special file
    • Using the same file, identify deadlines and weekly deliveries, highlights such as keywords and snippets, content title proposal, links to similar content, publication timelines
    • Assign all the information you have collected to your collaborators, transforming them into To-Do with precise deadlines
    • We have a little advice in store for you, regarding the software that you can use to share information with the whole team in a simple and intuitive way: to plan the different activities try Basecamp (you can share some projects with your customers too) or Trello

3. Now you can devote yourself to writing: once you have identified the keywords, you can insert them in your content in order to position it in the best possible way on the various search engines, Google in the lead. It is obvious that you do not have to stop only at the body of the content, since for perfect SEO optimization, the keyword must also be inserted in the title and URL of the article, in the title and description of the images, in the snippet, in the summary.

The content is ready. How to promote it locally?

Social networks and social media are increasingly limiting the reach and therefore also the effectiveness of posts that are not sponsored, so “unfortunately” the advice is to use paid advertising tools such as Facebook Ads or Linkedin Ads to amplify the resonance of your content, especially those you think may be of greatest interest to your local audience: in fact, this advertising tool is very valuable in order to specifically target the local audience you are aiming for. In any case, it is always a good practice to share articles on social networks manned by your real estate agency, a good idea to promote it and make it (even) more visible is use Facebook Ads.

The web platforms that allow social advertising are indispensable in the context of a marketing mix that every real estate agency should be equipped within their strategic plans. The social networks and social media on which you can start making sponsored posts on your local content allow you to independently decide several crucial aspects:

  • The investment budget
  • The city in which to intervene with the sponsored
  • The demographic data of the audience to be intercepted
  • The interests of the same components of the target audience
  • Psychography (describes the psychological and behavioral attitudes of your target)

You can also be able to find local customers through your and your staff’s participation in events organized in your area of ​​interest, such as:

  • Sponsorship of events, conferences, festivals, meetings
  • Co-marketing actions with other operators in the area or with other real estate agencies
  • Participation in fairs and events in the real estate or related sector
  • Donations to local charities

If you decide to take actions such as those listed above, not only will you have excellent networking opportunities to consolidate your local knowledge and brand awareness in general, but it will certainly result in very interesting material for creating content.

Take advantage of these initiatives to create textual content, but also multimedia, such as photos, videos and infographics, which you will need on the one hand to interact live with customers connected live on social networks, on the other to have material available for a social editorial plan really interesting in terms of local promotion of your agency.

Measurement and reporting activities

You have created your content, you have sponsored it, you have responded to user comments on social posts and on your blog, you have seen the reactions to the posts follow one another. Now the time has come to draw conclusions, to go and measure what was the real response of your audience to the content produced, to evaluate which types have “pulled” the most, those you should intensify the publication of and those that you own do not work.

That of measurement and reporting is an activity that, like the “content calendar”, is not standardized, which does not have a pre-established univocal timing: in general, the reports should be carried out on a weekly or monthly basis, so as to periodically cover the activity of local content marketing carried out in a given period.

In the generated reports you can analyze and compare very important data for your business, such as:

  • The traffic generated by the content, both quantitatively and qualitatively
  • What contacts were actually generated
  • An analysis of the strengths and weaknesses of the content
  • The planning of the subsequent editorial plan, based on those already carried out
  • The total budget spent and how in detail

However, we think that the process described may be subject to changes, depending on the nature of your real estate agency or other factors.

The entire cycle of local content marketing experimented following the best practices we have exposed to you so far, is undoubtedly the one that today turns out to be the best strategy applicable to your real estate business, but we would like to specify that it is always perfectible, in how much the field of digital marketing is constantly updated and it will be our concern to constantly add all the news about it.

Real estate agencies: localized contacts = profiled contacts

If you have read the WeAgentz guide carefully, you will have convinced yourself that local content marketing is undoubtedly a very effective way to generate traffic, to make link building and above all to generate leads.

Yes, we know, creating content, measuring it and constantly improving strategies takes time, but we believe that you will see the fruits of your tireless work as you begin to build solid, authentic and lasting relationships with customers and prospects.

In fact, the ultimate goal of real estate local content marketing is precisely to create original and truly interesting content for those who live and work within your own territory, or for those who are simply interested in it, so that all poor quality content that you see constantly scrolling on the message boards of social networks, may slowly be replaced by yours and disappear permanently.

Write useful content for your buyer persona and you will not only receive personal gratification, but also professional gratification: you will see how over time, through these constant high-profile activities, you will significantly improve the traffic generated by your website, gradually registering more visits, more contacts, more leads, more customers, more sales, and ultimately… more revenue.

Real estate advertising

Real estate web advertising: what you should know

What do you (really) need to know for an effective real estate web advertising strategy? This article will clarify your ideas, giving you some interesting ideas for your business!

Real estate was, during the years of the economic crisis, one of the most affected sectors. Fortunately, the data of the Revenue Agency in the 2018 Real Estate Report believe that the sales relating to the last two years in the residential sector are characterized by a positive trend. So you can breathe a slight sigh of relief, but it is definitely not the case to rest on your laurels.

Now the scenario has changed. The tools of new technologies have become part of the everyday life of people, your potential customers. Interpersonal communication is increasingly mediated by smartphones, tablets, computers, laptops and, therefore, by the magical world of the Internet: the massive presence of people online means that the web today looks like a sort of second home, not to mention before. . In an article on our blog, we showed you why it is necessary to implement an efficient email marketing strategy in the real estate sector. Today, we address the issue of online real estate marketing from another point of view, that of advertising: we will focus on the two most effective tools of real estate web advertising: Facebook Advertising and Google AdWords.

And you, what are you waiting for to be found in new (or almost) virtual places with a truly performing real estate web advertising strategy? We will share with you, in a single article, some valuable tips to use for an effective real estate advertising campaign on the web.

Enjoy the reading!

Real estate web adv: the 2 most effective tools

I) Facebook Advertising

Facebook is the social platform par excellence. Millions of users connect to the Internet every day and, among the actions they perform, accessing their Facebook profile is certainly in the first place. Have you ever thought about it? Why do people log into Facebook? We connect to search and find what we need at that moment or, more simply, to exchange information and curiosity.

This is why Facebook is one of the (few) virtual places where your presence is absolutely necessary, not only through a constantly updated Facebook company page but above all through Facebook advertising campaigns aimed at your target, to better promote your property or your service.

5 steps for an effective Facebook advertising campaign

1. Identify your target

First of all, real estate web advertising is effective when it is “customer-oriented”, that is, oriented directly to its interlocutor. In fact, before proceeding with the Facebook advertising campaign, certainly, the very first thing to do is to identify your target:  Facebook Business Manager is a fundamental tool that allows you to enter useful information relating to your target, plan campaigns and manage access from a single interface. Obviously, the more information you can gather, the more effective your campaign will be. So here’s a bunch of valuable demographics to consider:

– Age
– Type of education
– Gender
– Salary
– Websites visited
– General interests

The demographics and behavioral data mentioned certainly offer an overall picture of your prospect very close to reality. A good starting point to better understand what are the main aspects on which to base your next ad.

2. Bring your ad to life

Browsing the web, what immediately stands out is the image: a virtual showcase that caters to the world and consequently also attracts the public interested in what you have to communicate. Even in the context of real estate web advertising, the impact of the ad largely depends on the image you choose. But not only that, here are the three aspects to consider if you want to make a valid announcement:

– Title
– Body of the text
– Image

Here are some practical suggestions for improving each of these three aspects:

Title: people don’t have the time and desire to read kilometer-long papyri! The title of your ad should be short and concise: the ideal would be to not go beyond 2 – 3 words per sentence. Also, always remember to end the title with an incisive invitation to the user to click on your ad.

Body of the text: by reading a question, the user will be more impressed and involved in answering the question you submit. This means that you will have already caught his attention. So, always be short and concise and favor punctuation, especially the question mark.

Image: Photos that are too professional often have a detrimental effect on social users. Always get natural, clear and clear photos.

3. Define your goals

Once the graphic aspects have been developed, the next step will be to define what your goals are: surely the primary one will be attributable to converting traffic into sales. Don’t make the mistake of driving traffic to your page’s wall: if you want to increase the number of your fans, we recommend that you create a Welcome Tab that invites visitors to click “Like”. Finally, change your page settings so that new visitors land right there.

4. Design your ad

One of the first things Facebook will ask you is to define the destination URL for who will click on your ad. In this case, you have two possibilities:

– External URL
– Facebook page

In the first case, if you intend to direct traffic to an external URL, make sure you already have a landing page with a good percentage of visitors who, once they arrive at the page, perform the action you have chosen for them: subscribe to your newsletter (so you can get direct contact) or, why not, contact you to request information on the property. If, on the other hand, you decide to direct your traffic to a Facebook page, create a welcome page that invites your visitors to register directly within the social network. Testing the two methods is always the best solution!

Once this is done, it will be time to define precisely who you want to convey your ad to.
There are several options to define as specifically as possible the Facebook Ads target that you will find yourself managing:

– By location
– By interests or keyword
– By connections
– By age

Location targeting

Through this type, you can direct each ad to over 25 countries around the world. Location targeting can vary from country, to state, to city, even to a specific neighborhood. One of the biggest advantages of Facebook is related to the very high level of specificity with which you can convey your ad.

Interest or keyword targeting

This second type of targeting is, in all likelihood, the most effective option for reaching your target audience on Facebook. While you are typing, Facebook will be able to suggest a series of keywords based on what users are looking for the most on social media.

Specifically, keyword targeting is based on common interests and activities, favorite books, TV, movies, or workplaces that users indicate in their profiles. Keyword targeting offers a great tool, useful for advertisers to beat the competitor’s bid over time.

Connection targeting

In case you direct traffic to an internal Facebook landing page, connection targeting is certainly the most suitable option. Thanks to this type, you can define as recipients of your ad the users who are connected to pages, events, or groups of which you are an administrator.

Age targeting

In this case, opt for as wide an age range as possible, but be careful not to do this in the same ad, as it would be counterproductive. Make more than one ad for each campaign and select a time frame of at least 5 years for each. In case the number of users is too low, change the time frame and make it wider.

The four different targeting options can be used together or not. Each time you add a new type of targeting, you’ll see the number of people you’re targeting at the bottom of the page. Clearly, the more options you choose to add, the more accurate and effective the ad will be.


Within every real estate web advertising strategy we always talk about CPM or CPC:

– CPM (Cost Per Thousand Impressions) : it is the cost of 1000 impressions of an ad on a web page, therefore the advertising rate is applied to make your ad appear.

– CPC (Cost Per Click): refers to the cost that you will have to pay for each visitor who is brought to the site by clicking on the ad.

The higher the percentage of people who clicked on your ad (CTR), the lower your CPC will be. To ensure long life and safe effectiveness to your campaign, the main objective to focus on is certainly to reduce the CPC.

If your goal is to create an awareness campaign around your brand or to promote an event, CPM (cost per 1000 impressions) can be an effective bidding system. If, on the other hand, your goal is mainly the growth of conversions, then the CPC (cost per click) is the most suitable choice.

5. Planning

When you start a Facebook advertising campaign you can follow two different working methods:

I) Start with just one ad

Start planning only one ad at a time for your real estate campaign. Include all geographic areas and the age range that interests you. When you reach 100 clicks, open the report that you find in the sidebar to the right of your account. Check which geographic areas, age groups, or interests are the most effective for your customers, and start targeting your ads from there.

II) Start with lots of announcements

Start your campaign with as many ads as your targeting options. Wait two to four hours to find out which ads are performing best and pause all the others.

Both of the above two approaches are valid. To fully understand which one is best for your audience, we recommend that you test both methodologies and draw conclusions later, in relation to the overall success of the campaign.

An ad on Facebook advertising has an average life cycle of about 5-7 days: after this period of time, do not immediately change the ad completely, but start by changing only the title or image, so as to attract the attention of who has ignored the previous version of the ad.

II) Google AdWords real estate

When we talk about real estate web marketing, Google AdWords is certainly another very useful advertising tool. Using Google AdWords, in a few minutes your ad could climb the top of Google by paying a variable budget.

Why should you know Google AdWords to promote your properties?

In Italy, 97% of users use Google to search online. Think about it, you too start from Google to search for anything you can think of, using a specific keyword. Do you need a hotel for your London holiday? Surely you will type “Hotel Londra” and, consequently, Google will immediately suggest you a list of organic results, starting from the paid ones.

Imagine how important your presence in the top positions of Google can be when your potential customers are looking for a property, right in your area of ​​expertise.

AdWords is the web advertising platform created by Google that allows you to appear first through the ad, in the attentive eyes of users who, at that moment, are looking for certain products or services, through the use of simple keywords.

As an example, if you “ask Google” for “Apartments for sale in London” you will notice on the right, or in the first three positions, the advertisements made with Google Adwords. These will certainly be more visible because they are in the top 3 positions (marked with a light yellow color and the wording “ads”) compared to all the advertisements of other websites that offer advertisements on the same theme.

You may have noticed that the advertisements you see when you search on Google are always relevant to what you are looking for; consequently, with the Google AdWords tool,  users will be looking for you directly, and not the other way around.

How does Google Adwords work in real estate?

The functionality of Google AdWords is extremely simple. You pay a CPC (Cost per Click) only when the user who has done a Google search sees your ad, is interested in it, and then clicks on it. Subsequently, after the click, the user is directed directly to your website. You decide how much you are willing to spend for each click. In addition to the CPC, you can decide in advance how much you are willing to spend daily, still having the opportunity to change both the cost per click and the daily budget when you want. If you are not satisfied with how your campaign is doing, you can always decide to temporarily “pause” it.

The 3 most common mistakes that put your AdWords campaign at risk

Have you tried the approach to Google AdWords but found no benefit? Perhaps you have made one of these 3 mistakes, which involve:

– Generic keywords
– Wrong page
– Unmeasured results

Generic keywords

Do not bet too much on too generic keywords, such as “real estate agency”: they could create gigantic black holes in your budget, producing negligible results compared to what you have invested. Your market has a very specific location and your goal is to be found (clicked) exclusively by users potentially interested in your real estate agency.

Wrong page

A classic example can be traced back to the “home page” of the site which, very often, is not the best answer to offer to the user who is expressing a specific need when he types his keyword.

Unmeasured results

A big advantage of Google AdWords is related to the measurement of results. This tool allows you to measure exactly how much you spend to get a click and how much each conversion costs you. Conversion is the action you have set yourself as a goal: the completion of a form by the user, for example. Without such a setup, you will never know if your financial sacrifices produce results or not.

How to distinguish effective keywords from harmful ones?

As you may have noticed, the choice of keywords is essential for creating a winning AdWords campaign. You could try to put yourself in your potential customer’s shoes and start doing a little brainstorming with all the words that come to your mind. Create a full-bodied list of keywords, then divide it into product categories, giving it a sense of logic and belonging. Furthermore, one of the fundamental things to do is to know how to link the keyword to the precise place where the property is located, to avoid having the ad displayed to those who are not interested.

Once you have finished the list of keywords, use the tools that Google provides you, such as:

– Google Instant
– Keyword Planner

Google Instant is the tool that suggests the results while you are typing the keyword in the search bar. Keyword Planner is another tool that you can find in your AdWords account, which allows you to know the number of monthly searches on a given keyword and similar words.

In addition, AdWords allows you to filter “bad” traffic through the use of matches: it is a fundamental operation to be found only by potentially interested people. Matches allow for careful selection of the target to attack and save you from spending money unnecessarily.

A match can be of five types:

– Exact
– Phrase
– Generic
– Inverse
– Modified generic

Using matches correctly improves the performance of your AdWords campaigns.

For example, if you don’t want your ads to appear when the user uses the word “rent”, you can avoid this with negative matching. If you don’t want to exclude the display of your main keyword (example: London houses), when the user adds words, using the phrase match will make it possible (therefore: I’m looking for London houses). With a broad match, your ads are automatically associated with relevant keyword variations, even if those terms differ slightly from the keyword you set. (eg singular/plural, spelling errors, etc …). Broad match is the most dangerous and, if used incorrectly, it risks making you spend a lot of money due to the strong competition that exists on generic keywords. The exact match, on the other hand, is the one that filters the traffic most of all, because it forces Google to display the ad with the keywords you entered without any variation.

How does Google AdWords rank the real estate ad?

AdWords decides positions on the basis of a “Quality Score” which it individually assigns to the various ads which, in turn, are linked to a group of keywords.

Basically, the factors that most determine the position are:

– CTR:  The click-through rate, ( ” Click-through rate ” in Italian) is a rate that measures the effectiveness of an online advertising campaign.

– CPC: the cost-per-click, which we have already defined above.

In a nutshell, the ads that receive more clicks (therefore those of higher quality) get a better position at a lower cost per click (CPC) than competitors with a lower quality score. The advertiser in the first position may pay less than the advertiser in the fifth position because it has a higher quality score.

Facebook ads or Google AdWords: which one to choose for effective real estate web advertising?

Google AdWords ads appear as sponsored search engine results when the user is looking for something specific, for example, a product. On the contrary, with Facebook Ads your promotional messages appear on the social network among the news and posts of friends with a targeting logic that does not have to do with a specific search of the user, but with his demographic characteristics, of interest and behavioral.

Adopt Facebook Ads when you want to stimulate potential customers in the phase of getting to know your real estate agency, users who are therefore not yet at an advanced point in the purchase decision-making process: you can show your brand and your real estate proposals to an audience that, if you have been good at defining the target, he is potentially interested in it, and perhaps he does not even know he needs it yet.

Instead, it carries out campaigns on Google AdWords to intercept the potential customer in the “consideration” phase, that is, that crucial point in which the user has already determined what interests him and is actively seeking solutions to complete his purchase objective.

Both tools are therefore useful for your real estate web advertising campaigns: precisely because with different objectives and results, they help to complete the supervision of the entire purchase process. Google AdWords expresses its best when aiming for immediate sales, while Facebook Advertising is terrific if you aim to improve your visibility or optimize your lead generation processes.

 Facebook Ads

 Facebook Ads Immobiliare: how to take the first steps

More and more companies in the real estate sector are choosing Facebook as the main online promotion channel, giving up the classic Google AdWords and other forms of paid advertising. The main advantages of opting for a real estate Facebook Ads strategy are above all its low cost and ease of use, which is within everyone’s reach. To structure marketing campaigns that are truly effective and successful, however, it is necessary to understand how you can create a real estate Facebook Ads ad in order to attract as many users as possible.

You need to know that Facebook can become a powerful lead generation tool for real estate agents. According to Zephoria Digital Marketing, there are over 1.79 billion monthly active users worldwide and five new profiles are created every second. And that’s not all: users spend an average of 700 minutes per month on the platform!

The platform’s success convinced companies to spend 122 percent more per ad unit on Facebook than the previous year. So now is the time for you to invest in Facebook ads too.

Easier said than done?

Approaching Facebook real estate listings may initially worry you, but this article will show you how to easily create various types of ads based on your business goals. Sure, it’s nice to think that finding qualified leads can always be zero cost, but sadly that’s not the case.

The secret is to stand out! But you can’t do this if people can’t find you, so you need to create effective ads with certain characteristics. Don’t worry, you’ll have to spend a lot less than you think to increase your lead conversion.

The data tells us that Facebook advertising can do great things in terms of traffic and revenue, but what’s the strategy behind it? How can you maximize your budget to make sure you don’t waste time and money on campaigns that don’t pay off?

Pre-advertising strategy: what you need to know before creating real estate Facebook Ads ads

As this Facebook for Business chart shows, the advertising campaigns set up through the platform follow a common structure. If your initial goal changes, your ad setup may differ slightly, but each ad will follow a similar path:

  • campaign: choose the main objective of your ad, the URL or address associated with it;
  • ad group: define the audience you want to target, the budget and the time period you want to run your ad;
  • insertion: insertion in the announcement of the title, content and images.

 Choose the goal

All Facebook Ads real estate ads start with a goal, and Facebook offers several options.
There are currently 3 categories of objectives: Notoriety, Consideration and Conversion. Once you’ve selected your campaign goal, give it a name.

In particular, we have identified some of the objectives that are among the most important for real estate professionals:

  • Promote your page: this goal is designed to make your Facebook real estate page as visible as possible to users through a simple “Like” button.
  • Increase conversions on your website – Use this goal if you’re looking to generate leads.
  • Boost your posts: Use this option to amplify the message of a post you’ve already posted to the timeline and drive engagement.
  • Increase participation in an event: if you have organized an open visit to a property ( Open House ) or a special event, use this option to make it known to a wider audience.
  • Direct users to your website: An important process of generating qualified leads is directing users directly to your real estate website so that they can learn more about your brand, your ads and your content. Advertising on Facebook allows you to create optimized ads that send traffic directly to your website.

 Build your audience

Often, targeting look-a-like audiences for your real estate Facebook Ads can save you a lot of time. You can also create custom audiences, sought-after audiences that you can save and reuse at any time.

Create your ad group

This is a great way to define the audience to show your ads to. For example, if your customers live in Florence and are between 30 and 50 years old, they are of both sexes and speak Italian, these are the settings you will need to set:

real estate facebook

The first thing you need to do before taking the attack is to familiarize yourself with the Facebook lexicon, so here are some of the most important terms when it comes to your real estate Facebook Ads:


The number of actions taken on your ad, page, app, or event after the user viewed it. Actions can include page likes, app installs, conversions, event responses.

Advertising account

The set of all activities related to specific ads. Your advertising account includes several campaigns, ads, and billing information.

Ads management

The Facebook Business section is where you can create and manage your real estate ads set the budget, monitor the various advertising activities and much more.


Your audience is the group of people you’re targeting your ad for.


The name of the ad campaign you are viewing in the reports. Your campaign contains within it a series of ads.


The total number of clicks on your ad. These can represent offsite clicks on your website, page likes, post comments, event replies, or app installs.


The “Cost per Click” is the average cost per click attributed to your ads.

Conversion Tracking Pixels

The conversion pixel is a custom-made JavaScript code that inserts a 1 × 1 pixel blank image on your website. When someone visits a page where you have installed a conversion pixel, the pixel will record the visit and related information. Conversion pixels are used to see if a user is converted on a specific web page.

Daily budget

The amount you are willing to spend on various ads on a daily basis. Each ad group will have a separate budget.

Total budget

By setting a total budget, you can choose an amount to spend over the life of your ads.


The total number of times your ad has been viewed. It also includes multiple views of the same user.

Similar audience

This is a type of audience created by Facebook to help advertisers reach people, it responds precisely to the needs of your target. You can create an audience similar to your page fans or website visitors.


The number of people who have seen your ads at least once. Reach differs from impressions, which can include multiple
views from a single user.


The goal you have selected for your campaign reflects what you want to achieve with your ads.


Reports document your most important advertising metrics and show you if you’re hitting your goals.

How to Create Real Estate Facebook Ads: The Beginner’s Guide

Now that you have a basic understanding of industry terminology, it’s time to take action. Then follow these simple steps one by one in the creation of your real estate Facebook Ads campaigns!

1. Set up a business page on Facebook

This thing is fundamental: a Business Page makes your brand professional. Also, without a Facebook business page, your ads will be limited to just the right column which won’t show on mobile devices.

2. Analyze the customers

Both online and offline. This will allow you to determine who your target customers are and what types of content they will need.

3. Select a property that is competitive and present it in an extraordinary way

Choose a property that is interesting from the point of view of market demands and that has good quality photos or videos. Unfortunately, a competitive and beautiful property but poorly presented will not attract much attention from users. For this, remember to strategically take care of the ad copy as well.

4. Log into your account

If you have already created it, log into your advertising account ( https://www.facebook.com/ads/manager/ ), otherwise, you will have to set one up following the instructions of Facebook.

5. Create your campaign

To create a campaign you have to click on the button at the top left of the Facebook page “Create Campaign”

6. Choose the goal

All Facebook Ads real estate ads start with a goal, and Facebook offers several options.
There are currently 3 categories of objectives: Notoriety, Consideration, and Conversion. Once you’ve selected your campaign goal, give it a name.

In particular, we have identified some of the objectives that are among the most important for real estate professionals:

  • Promote your page: this goal is designed to make your Facebook real estate page as visible as possible to users through a simple “Like” button.
  • Increase conversions on your website – Use this goal if you’re looking to generate leads.
  • Boost your posts: Use this option to amplify the message of a post you’ve already posted to the timeline and drive engagement.
  • Increase participation in an event: if you have organized an open visit to a property ( Open House ) or a special event, use this option to make it known to a wider audience.
  • Direct users to your website: An important process of generating qualified leads is directing users directly to your real estate website so that they can learn more about your brand, your ads, and your content. Advertising on Facebook allows you to create optimized ads that send traffic directly to your website.

7. Build your audience

Often, targeting look-a-like audiences for your real estate Facebook Ads can save you a lot of time. You can also create custom audiences, sought-after audiences that you can save and reuse at any time.

8. Create your ad group

This is a great way to define the audience to show your ads.

9. Choose your ad placements

You have several choices regarding where to place your real estate Facebook Ads ad. In fact, you can opt for: desktop advertising; mobile feed advertising; advertising for partner mobile apps, and so on, with the ability to create ad hoc combinations or select all of them.

This will allow you to have more control over the placements that perform best, cutting the costs of those that perform less. Avoid using automatic placements, otherwise, Facebook will arbitrarily decide for you where to show ads and where not.

10. Set an investment budget

Decide how much you are willing to invest – per day or overall – for your ad group.

It’s important to remember that you need to give your ads time so you can achieve your goals. You can decide to go for a total budget of your ad, assuming you will be using it for a month. And if you don’t see the desired results, you can always change your strategy.

The “ Show advanced options ” option will give you even more shopping choices. You can also decide to post your ad at specific times and days of the week. This might be a good option for testing ad performance at different times of the day, and it can also give you a good idea of ​​when to post content.

11. Select the post to sponsor

This strategy assumes that you have already made a post on your Facebook page. In this case, just select the page you want to promote and the post of the page you want to sponsor. Within minutes, your post should be approved.

12. Define the type of announcement

Ok, the hard part is over, it’s time to have some fun! At this point, you need to decide how your listing will look. You can choose between several options:

  • carousel: create an ad with 2 or more scrolling images or videos;
  • single image: create up to 6 ads with a single image at no additional cost;
  • video: upload an ad with a video;
  • slideshow: a looped video ad with up to 10 images;
  • canvas: tell an engaging story by combining images and videos.

Finally, you can export a report for any campaign and this will give you metrics to refer to make future ads more effective.

EssenYou will see that making your first ad will be quite simple thanks to this wizard, but this is not enough, you must also make it attractive to your potential and current customers.

Here are seven super-effective tips to make sure you captivate audiences online.

1. Use videos

Video is certainly an under-adopted technique in the real estate market, but it provides context to your listings and inspires confidence. A live broadcast in which you present a newly acquired property is a great way to combine your need to promote the product and Facebook’s need to generate interaction with users.

Never forget that the visibility of your posts is proportional to the interaction rate. The more people watch, comment and share, the more your posts will have visibility in turn.

2. Go for Carousel ads to show more properties

If you’re not familiar with Facebook’s carousel ad format, it’s time to get moving! This ad format is perfect for any industry that focuses on visuals, making real estate an ideal candidate. The carousel format allows you to view a series of images in catalog format so that users can scroll and view multiple images to the side. The winning choice to promote your real estate ads!

3. Be as specific as possible

When you create your Facebook Ads real estate ad, it shows realistic images and explains to the consumer exactly what you are offering him, including information such as price, square footage, location, number of bedrooms, etc … Maximum clarity will allow both the consumer to perceive greater seriousness in the proposal, it is up to you to receive more precise metrics regarding the real interest in the advertisement of the property by users.

4. Use testimonials and reviews to instill confidence in your services

Immediately after completing a transaction with satisfaction for your customer, ask for a review. Do not let time pass, the more time passes the more the chances of the customer giving you a review will decrease. Then insert it in the ad you are promoting as a valuable testimony of a satisfied customer.

5. Use literally amazing images

You have to make sure your images are absolutely gorgeous! Choose high-resolution images and appeal to the lifestyle of the affected area or city to attract potential buyers. The image is the focal point because it is the first thing you notice. It is important that it is well defined and clear, it must not be chaotic but distinguishable even from a distance, it must attract attention even when scrolling the page quickly.

Remember that Facebook’s algorithm disadvantages images with more than 20% text. This tool allows you to verify that you are not overstepping this limit, avoiding nasty surprises in the very last stages before publication. So, prevent yourself by avoiding wasting time.

6. Make your brand recognizable

Your brand must be immediately visually recognizable. The user must be given the opportunity to immediately understand who the advertiser is already by looking at the photo, and even before reading the text. U then tilizza logos to emerge from the background, and do not enter the misleading images without any reference.

7. Create an explosive title

Last but not least: the title of the ads must be creative. The title can contain up to 25 characters, while for the text the limit is 90. With so few lines available you have to try to summarize as much as possible the message and what will happen when the user clicks on the link. For this purpose, it is very useful to insert a call to action that invites the user to perform some action, for example, “request a free quote”, “contact us without obligation” …


In the past, in the offline era, the only bulletin board on which real estate agents posted advertisements was that of supermarkets and the only way to meet new customers was to go door to door to distribute their flyers. Nowadays,  this strategy is obviously not enough anymore.

The authorized estate agents are deeply aware that, to be successful, their set of skills can not be limited to the sale of a property. Indeed, the ability to generate leads through engaging web marketing campaigns is vital for achieving success in the real estate sector.

Most real estate agents are not yet using effective strategies for Facebook advertising campaigns, so you need to take advantage of this situation to draw attention to your business and convert leads that your colleagues fail to interest.

That’s why we decided to show you how to create a perfect real estate Facebook Ads ad to help you stand out from your competitors.

At this point, you just have to put into practice what you have learned in this guide and let us know what results in you are getting in terms of traffic and lead conversion with real estate ads on Facebook. Let us know in the comments below!

social media marketing

Real estate social media marketing: the best strategies

Many real estate agents have been involved with real estate social media marketing for quite some time, using Facebook, Twitter, YouTube, LinkedIn, Pinterest, Telegram, and other social platforms to reach their target audience and build lasting relationships with their leads and clients. However, many of these agents, despite being real estate experts, often do not have sufficient knowledge to enable them to better manage real estate social media marketing strategies.

Social media are a fundamental tool for expanding the market of a real estate agent, in which the integration between online and offline communication tools allows you to reach every type of customer, from the potential to the current one, from the most digital and innovative to the more traditional one. However, interaction is only one of the possibilities offered by social media, the greatest potential is in fact to speed up the promotion of your real estate agency and thereby improve your reputation (online and offline).

In recent years, in order to try to convey skills in this sector to real estate professionals, books have been written in industrial quantities on the subject of real estate social media marketing, but unfortunately, much of the information within them is all too frequent unreliable. badly written or even wrong.

Therefore, in the light of many years of experience in the field of web marketing, online communication and digital technologies related to the real estate world, we have decided to intervene to help provide you with some advice on the best strategies applied to real estate social media marketing.

Meanwhile, here is a (“small”) taste of the  Digital 2021 Global Digital Overview, edited by Data Report, dated January 2021:

Digital 2021 Global Digital Overview (January 2021)

Real estate marketing social media strategies

Every social network prefers a certain type of content, so every time you want to publish a post, always remember what context you are placing it in. We bring you some examples for the main social platforms:

      – Facebook: it is possible to sponsor your Facebook posts at a negligible price, to ensure that they have greater and more profiled coverage, so as to reach the target potentially most interested in your product or service, regardless of whether it is ads of properties for sale, promotions or simple images that sponsor your context and territory.

      – Twitter: you can use the “search” function to find buyers and provide them with advice, and maybe if they are interested in your area you could start a chat with them, asking questions and sharing your knowledge with them (or anything you want that buyers and sellers of properties in your area know about you and the properties in your real estate portfolio).

      – Instagram: use hashtags related to the location where you are trying to sell a house or interesting for some of your potential buyers, and integrate this technique with short videos that act as real mini-tours for your properties.

Strategies for increasing your online presence

Being in touch with your leads should be a routine activity within your real estate social media marketing strategy. What almost no agent does, however, is to give the right attention to other professionals, who are directly or indirectly linked to the real estate sector and who could bring new job opportunities.

Strategies to improve optimization

Updating and optimizing your website is necessary to make it performant and effective, and therefore to generate new traffic and new contacts. The same mechanism applies to the accounts of your social networks. Nothing in your profiles and posts should be left to chance, each of them can and should be optimized. The main areas to focus on for optimization include:

> Header and profile picture

In a self-respecting real estate social media marketing strategy, it is not enough to publish a randomly selected photo for your agency page. You must first make sure that this includes a personalized call-to-action (which can be an invitation to sign up for a newsletter, subscribe to the user area or even call), that it has an attractive design and that it is relevant to the agency ( e.g. a photo of your office or the most recently sold property).

> Frequency of publication

Posting at lunchtime can be effective for Facebook but not for Twitter or Instagram, so you should plan your real estate social media marketing strategy for each platform, in order to post and share content on the days and times of the day when they will have the most. coverage. Some studies have found that the best days to post on Facebook are Thursdays and Fridays at different times of the day, depending on the goal: at 1:00 pm to get shares, at 3:00 pm to have a greater willingness to interact. of users.

For tweets, the story changes, in fact, you will first need to define whether your messages are addressed to your customers or to other colleagues; in the first case, the ideal would be to publish on Wednesday, Saturday, and Sunday, while in the second case it is recommended to publish from Monday to Friday. Your best bet on LinkedIn is to post on Tuesdays, Wednesdays, and Thursdays between 10 am and 11 am.

> Information about the agency

Your contacts need to know how to get in touch with you, so entering basic information about your agency into your social profiles should be the first task when you open an account on social networks. It is also advisable to create and integrate in your accounts, a message that represents the identity of your agency and what you do (vision and company mission). In other words, the perception that customers have of you and your real estate agency, which will later turn into the degree of consumer satisfaction.

> Links between platforms

Getting 100 shares and 200 likes in posts is useless if your users cannot easily reach your website, and thus all efforts of your real estate social media marketing strategy would be in vain. Therefore, make it easier to reach your website by inserting links and continuous references on your social pages.

Now that you’ve learned about some effective techniques for your real estate social media marketing strategy, we want to give you more tips to make sure you don’t make small mistakes that could negatively affect your strategy.

> Always answer questions from your contacts and do it quickly

More than half of people expect to receive an answer to their questions within an hour, so answer the questions promptly (here our article dedicated to the topic ” Do immediate answers affect the sale of real estate? “), Avoid make your potential clients or collaborators wait too long to avoid putting your real estate agency in a bad light.

In addition, social platforms often, such as Facebook Messenger, have algorithms that are able to recognize and measure the response time to messages, counting and showing all users both the percentage of responses and the average response time. A business card that you shouldn’t underestimate!

> Prioritize information content

The old ” 80/20 ” rule also applies when posts are shared on social media. This means that 80% of the content you share should provide some type of value for your audience, such as answering an FAQ (frequently asked question), informing about the specifics of the properties in your portfolio or the trend of the real estate market in your action area. When you are sure that most of the content is of an informative nature, the remaining 20%, on the other hand, can also be of a promotional nature.

> Never ask people to follow you

A good real estate social media marketing strategy must help you convince people to follow you, an action that they will gladly undertake because they will recognize you and your brand as a source of added value and because they will begin to trust and rely on you, without being continually harassed by annoying direct requests: you will succeed in this difficult intent only through contents that provide information regarding the purchase and sale of properties or any other type of useful inspiration for your target.

> Don’t do to others what you don’t want them to do to you

One of the main pitfalls that characterize real estate social media marketing is the heated discussions that could arise among the comments in your posts, in case you are imprudent in expressing personal points of view or harmful to other real estate brands.

Although triggering debates is one of the main objectives of social networks, you can avoid or otherwise limit as much as possible the emergence of unpleasant comments by avoiding sensitive or personal topics and treating your audience with the utmost respect.

> Don’t respond to all feedback

Always ignore the comments of the so-called ” trolls “, that is, those who take their time to denigrate and insult others online. These people also exist in the real estate sphere, so don’t be surprised if you get a comment from one of these people who enjoy making fun of your profile picture or agency – move on!

Our advice, alternatively, is to take everything lightly and see the glass half full, as even this kind of bad taste comments can help you to show others that you are a serious person and also self-deprecating. Taking these situations and yourself “laughing” very often is the best way to silence trolls.

> Don’t be repetitive

Posting the same content multiple times on social networks is a widely used and fundamentally correct practice, but the trick is to slightly modify it every time you post it . For example, if you share a post about a real estate agent meeting, make the first post explaining what it is, and a second post asking your contacts what they expect from the meeting.

Another way to create variations in this sense is to change the image of the post: since you should try to enrich the articles of your blog with many images, gifs, videos and so on, use them all each time to create different versions. of a post that refers to the same article, with variations as mentioned also in the text in relation to the posted image.

> Respect the “rules” of the groups

Most of the groups on social networks are born to share ideas and do not allow self-promotion, so use them simply to converse with other professionals and potential customers, with a view to real estate personal branding.

Facebook groups usually show on the right or in the first post highlighted by the administrators, the community regulation: read it and make sure that it is allowed to post links that refer to your website, for example or the advertising of an event you are organizing, or simply the request for collaboration on the sale of a property that you have just acquired exclusively. If you don’t, you may see ultimatum messages delivered, if you’re lucky, or you’ll be directly kicked out of the community with repercussions on your image and on the opportunities, you would have had by actively participating in group discussions.

Another small tip is to respect the theme and the objective of the group: if you are in a community called “Job ads for real estate agents”, do not post links to your properties or an article you have written about tax incentives for real estate, but also stick to the theme here so as not to pass from an unprofessional and “spammy” person.

> Publish high-quality images consistent with your brand

Really effective social media marketing strategies are those that use attractive and captivating media, without considering that Facebook posts accompanied by images have an engagement of 87%, so pay attention to the quality of the graphics you use.

Using images coordinated with the colors of your brand, which have the same format studied in advance, not improvised, and possibly without spelling errors (alas, we often come across this too!), Is an excellent business card both for your colleagues, especially people who are looking for a real estate agent.

Postpositive reviews from customers and colleagues references to any contest you have won or an event you have attended as a speaker, but don’t overdo it. Your leads want to be aware of your ratings, certificates, training courses attended and so on, but mainly they want to know you, your items, your properties.

So let’s go back to the topic of self-promotion: do not abandon yourself too often to discounted posts celebrating yourself and your brand, and above all do not do it without referring to specific data that differentiate you from other agents and agencies, instead of confirming the award received. or the course attended by the added value that you have drawn highlighted by numbers, qualifications, and statistics.

Strategies to humanize the network

How would you feel talking to a machine, to a bot? Would you be tempted to have a conversation? Probably not, which is precisely why you shouldn’t make this mistake with your contacts. So focus on these elements:

> Irresistible messages

Make sure that those who interact with you remain “trapped” by your way of communicating and never leave, becoming first your user and then your loyal and long-time customer. To do this, your message must be as human as possible, just as if your contacts are talking to you face to face and not reading a sentence on a white background.

We have already talked to you several times about how much, today as never before, the real estate sector needs to be “humanized”, going against the trend but precisely, for this reason, hand in hand with an increasingly digital and technological world, in which the personal and relationship of the professional to make the difference in the midst of so many machines.

> Share your knowledge

Your knowledge and skills acquired over time in the world of real estate must be part of your real estate social media marketing strategy, that’s why you should share them on your blog, on your social channels, and on your website; don’t be afraid to expose what you know, your contacts will undoubtedly appreciate your transparency.

Knowledge, skills and continuous updating are, among other things, among the qualities that we have deemed essential for a real estate agent, as well as among the 6 qualities that people look for when they decide to rely on a real estate agent.

> Use and enhance your personality

Each post must be an expression of yourself and your personality, don’t try to be someone else, be authentic and you will see that your leads will interact more willingly with you. A great way to do this is through YouTube, posting videos about you and your agency generates more coverage and also gets more attention than photos or texts. Show the properties you manage, create a video biography to allow your contacts to get to know better who they are dealing with, provide advice to your customers based on your experience and expertise in the real estate sector.


SMS marketing

SMS real estate marketing: all the strategies

The real estate sector, like any other business, has always been based on direct contact with people.

If in the past the relationship between you – real estate agent – and your clients, took place almost exclusively by telephone and/or with meetings in the agency, today you know that this is no longer the case. In fact, the rhythms of current working life force you to optimize your time and your actions, including communication.

The Internet has completely revolutionized the way of communicating and continues to do so, giving, in general, the possibility of putting people in contact wherever they are, without limits of time and space.

Taking advantage of the news that the digital communication sector offers to the advantage of your business is very important, choosing the most suitable channel for you is equally important. If you’ve already approached social media real estate marketingSMS marketing real estate it will sound more than familiar.

The SMS is a communication tool that is still very current, the fulcrum of the commercial strategies of many companies.

The feeling that sending short text messages is now an outdated system when compared to the most modern instant messaging systems (we have already dealt with the issue of using Whatsapp in the real estate sector ), is definitely wrong.

Sending advertising messages offers you many advantages in promoting your company but, to get the best results, it is necessary to know its characteristics, its potential and to keep well away from some mistakes. Only in this way is it possible to develop the strategy that best suits your goals.

Communicating is the prerogative of a real estate agent, doing it in the right way and differentiating yourself with the real estate marketing SMS is a great opportunity, so as to increase your work and fully satisfy your customers.

What is real estate SMS marketing?

In general, SMS marketing means all promotional and advertising actions that are carried out through the use of text messages sent to mobile devices (smartphones, tablets, netbooks, etc …).

Sending SMS informs customers about current offers, as well as about their own products.

In the real estate sector, the use of advertising SMS translates into the action of constant updating, offered to its customers / potential buyers, on the proposals of the local real estate market. Without a doubt, it is to be considered as one of the main real estate marketing strategies that an agency should implement.

In detail, here’s what you can communicate in real-time with an SMS:

  • Acquisitions of new properties
  • Discounts on old properties
  • Updates and news on your website
  • Appointment reminder
  • Events promoted by your real estate agency (for example an Open House )

Obviously, these are just some examples of the use of SMS real estate marketing since the possibilities are many and they can include everything you deem useful to promote your company and grow your business.

Send different SMS, but which serve to transmit a single message: that you are a professional who is always ready and attentive to the needs of your customers.

SMS and mobile marketing

Real estate SMS marketing is part of a much wider field of action represented by mobile marketing.

This expression indicates all communication and promotion activities conveyed through contents transmitted to mobile devices, reaching customers directly and immediately.

Mobile marketing is currently experiencing a strong expansion, destined to further increase, in relation to the growth of the presence of mobile devices in people’s daily lives. The data from the last Global Digital Report of We Are Social and Hootsuite have shown that the rate of ownership of smartphones is high and growing.

87% of Italians use messaging services and people check their phone up to 150 times a day.

Mobile marketing thus becomes a primary need for companies.

The activities that can be carried out are innumerable, they depend on the type of business that you want to promote and what objectives the company wants to achieve.

AppMMSQR codes are some of the tools of Mobile marketing and among them, SMS offers high effectiveness of action, thanks to its great potential and numerous advantages. From this point of view, SMS marketing is an indispensable system for your work.

After all, the change in real estate promotion has long been a reality: we are facing a global scenario in constant transformation and characterized by new communication techniques, so staying behind can penalize you.

The benefits of SMS marketing for your business

Sending advertising SMS to your customers is one of the simplest actions you can take to boost your real estate business.

The advantages of SMS marketing are under the eyes of all professionals in the communication sector and they are certainly clear even to those who, like you, are looking for a way to improve, but above all to implement effective communication.

1. It’s cheap

Compared to the total costs of other types of advertising campaigns, both traditional and non, sending SMS is much cheaper.

In fact, there are several proposals offered by the platforms specialized in the SMS sending service: from free registrationadvantageous annual fee, the cost for sending a single message, etc …

2. It is immediate

Advertising campaigns conducted with real estate marketing SMS allow you to communicate with your customers instantly, within seconds, and with a few steps.

3. High reception

SMS has a reception and opening rate of almost 100%.

In fact, the mobile phone is always at hand, the time between receiving and reading a message is almost immediate.

Results of this kind are difficult to achieve even with a real estate email marketing campaign, even if well designed. On average, in fact, a person reads an SMS within a few minutes, a time that turns into hours, however, in the case of an email.

4. Short and punchy

Another aspect that makes real estate SMS marketing an excellent solution for your business is the brevity of the message you send.

In a few lines, you can communicate the useful information you want to give to your customers.

5. Personalization and targeting

Among the options offered by the service platforms for sending SMS, there is the selection of customers, choosing from those who are really interested in the message you want to communicate. Doing so increases the response rate.

6. Monitoring of results

All messages sent can be tracked in order to know, after sending, by whom they were read and when. In this way, you can check the effectiveness or otherwise of your SMS marketing campaign and make the necessary corrections.


The winning real estate marketing SMS: some rules

SMS marketing works, as we have described, very simply. It basically consists in sending promotional messages, offers and more generally useful information, using a special platform and thus reaching your customers directly through their cell phones (or mobile devices).

Even if its mechanism is extremely elementary, it requires rules, some of which already characterize other initiatives that constitute a functional real estate communication strategy.

1) Create a database building

Creating a contact list is the first and fundamental action to take when you want to implement a real estate SMS marketing campaign. In fact, it is clear that without recipients there is no one to whom to transmit the message.

The main rule of SMS marketing is to send messages to those who have given consent to receive them, thus showing a clear interest.

Certainly the opportunity to exploit, to acquire the telephone number from a potential customer in order to use it for the commercial SMS, is the meeting in the agency or the first telephone contact. The sending of messages must be to your customers as an additional service offered by you, to inform in real-time about the real estate opportunities present and chosen on the exclusive basis of the requests expressed.

We must not forget, then, that to acquire new contacts you must not only consider who goes to the agency or calls you, but also who visits your website. Therefore it is necessary to create a special registration/adhesion form with which those interested can leave their telephone numbers and thus become part of your database.

Finally, it is useful to periodically update the contact list, not only adding new ones but also checking the status of the existing ones.

2) Set goals

Deciding to include sending SMS as one of your promotional strategies is certainly an important first goal, but it is not enough. To make your SMS marketing campaign truly functional, you need to come up with a precise plan.

Set goals to achieve in the short and long term.

If, for example, you have recently acquired some properties, the sending of the message can be aimed at inviting people to visit your website to view all the detailed information and photos. Conversely, if you intend to focus on just one property, it may be more functional to send a message to only the customers who might be interested, including a link within the text.

In addition, to create a continuous relationship with your customers, sending periodic messages on the news proposed by your agency is another option not to be overlooked.

These are just a few examples, as the best strategy is the one built on the basis of your real promotion and sales needs.

3) Choose the platform for sending SMS

Choosing the tool (platform) to which to entrust the message sending operations is the step that allows you to concretely implement your real estate SMS marketing action.

Do-it-yourself is absolute to be excluded.

Relying on a platform specialized in sending mass messages is therefore essential to obtain the desired results.

The possibilities for choosing a platform are many and all generally characterized by a low economic investment compared to the service offered. MailUp and Mailchimp are among the best known, but the offers on the market are different and constantly expanding.

In any case, the criteria to be taken into account for the choice are:

  • Simplicity in creation and sending
  • Speed ​​and ability to send
  • Successful delivery and reading function
  • Segmentation and personalization
  • Automation
  • Monitoring and measurement of results

These are basic parameters that can help you in your evaluation, but the best platform is the one that best suits your SMS marketing needs.

4) Segment and customize SMS

If, as we have already indicated, one of the important aspects of your campaign must be that of setting objectives, consequently the communication contained in your messages must be focused, i.e. addressed to a specific reference target.

Choose the recipients interested in the message you want to communicate.

Since your goal is to sell the properties in your real estate portfolio to potentially interested buyers, you should first segment the potential recipients on the basis of the indications expressed by them in the purchase request.

For example, it is not a recommended move to inform a client about the acquisition of a new studio apartment for sale if he is looking for a large property. Conversely, if it is a client interested in a general real estate investment, then the message could be useful for him.

Additionally, messaging platforms offer some filters that can help you target your recipients. Buying behavioral information, personal and geographical data can help you further narrow the range of action towards which to direct you.

A preliminary analysis conducted in this way allows you to optimize the sending and make your real estate SMS marketing campaign effective, spending even less.

5) Create the right content

One of the main characteristics of the SMS is its brevity. You have 160 characters to be able to communicate clearly and concisely.

You must be able to provide all the useful information in a few words, managing to capture the attention of the recipient of the message. In fact, it is not enough to simply communicate to your contacts that you have acquired a new property but to make them understand how this can be advantageous for them. In practice: what does it gain?

The message must be processed in such a way as to invite the recipient to action ( Call-to-action ). Formulas such as: “ Visit our site ” or “ Call us to find out more ” can transform the message into concrete action by the contact.

Don’t forget, text messages are useful for building a relationship with your contacts. So you have to engage in the conversation when necessary, especially if it was born as a result of your real estate SMS marketing action.

A simple contact turns into a potential and then a real customer.

Mistakes to avoid in real estate marketing SMS

If it is clear to you that following a few simple rules is essential to create a functional SMS marketing plan for your promotional objectives, you will hardly go wrong. The perfect promotional action doesn’t exist and you can always improve, but knowing in advance what not to do can save you many mistakes.

1) Messages too frequent

Consider that people are bombarded with advertisements of all kinds and by all means every day.

They shouldn’t perceive your message as annoying.

Better to avoid appearing insistent by sending too frequent messages. Choose the delivery timing that best suits your customers and what you want to promote. The client must consider receiving the message as one of the real estate services you are offering him to better support him.

This method must take into account, however, that your goal is also to create continuous and lasting contact with your customers. Therefore, an SMS sent periodically serves to consolidate the relationship.

2) Wrong delivery time

Sending a message on the wrong day or time can jeopardize your entire real estate SMS marketing strategy.

Holidays and weekends are absolute to be avoided, as well as nighttime slots. Furthermore, according to what emerged from many statistics, Monday is a bit of the black beast for communication, being the day of the week during which people interact the least.

3) Equal content

If you carry out the preliminary segmentation and personalization study well, you will surely avoid sending identical messages to all your contacts. But why is this important? If you know the annoyance you feel when you find yourself receiving SMS greetings in series, you also understand what your contact may think when reading your standard and pre-packaged message.

4) Badly written messages

Paying little attention not only to what is written in the message but also to how it is written – that is, the form used – can be at the expense of the whole action. This is a very serious mistake because it offers the image of a company that is careless and of poor credibility.

5) Having little patience

The SMS is direct and immediate communication, but the same does not apply to the results it produces. This means that, like all marketing initiatives, you have to allow yourself some time to create a database of contacts and to actively involve them, before you can start receiving positive feedback.

Simple and effective real estate marketing with SMS

You can be able to promote your agency and your work with many and different tools, but SMS marketing is certainly the simplest to implement because it is within everyone’s reach.

Communication with SMS allows achieving important marketing objectives even for a small company.

You don’t need to be a super marketing expert or have a host of professionals with you to process your SMS promotion.

Knowing the rules and putting into practice the precautions we have indicated will allow you to integrate SMS marketing into your digital strategy in a simple way, expanding the pool of buyers and establishing a profitable relationship with them over time.

Real estate marketing SMS is one nuance that can make a big difference in turning a prospect into your next sales opportunity.

Consider the use of SMS not only as your promotional opportunity but as a way to offer the customer important and useful information service, to help him better in his real estate search.

The sooner you start using SMS marketing, as a communication tool for your real estate business, the sooner you will see your growth increase, not only in terms of tangible results but also in terms of reputation.

All this can be achieved in a few easy steps, carefully choosing the platform that best suits your way of communicating with customers and arming yourself with a little patience.

If you work well and consistently, SMS marketing can become your most faithful commercial ally, which will be difficult to give up.