real estate content

18 Unsuspected sources for your real estate content

In an age where the Internet reigns supreme, personalizing relationships with your customers has become essential, as has to create valid and innovative real estate content.

Moreover, with the increase of social platforms, today it becomes necessary for agents to have a strong online presence, developing ad hoc real estate content for each channel… a task that is far from easy. Gone are the days when a message, just because it was carefully prepared, could relatively easily reach the masses!

Your shoppers don’t just browse websites, they make their decisions based on what they readContent marketing thus becomes the tool with which to dominate search results, creating trust and attracting new customers.

Whether it’s a guide to homes for sale or a list of famous places, the content strategy must revolve around the buyer and the seller … which means looking for innovative ways to showcase your inventory, your experience, and your personality.

In this article, we will understand how to create original real estate content to gain a valuable competitive advantage.

But before we go through our tips, let’s see what it is useful to know before taking action!

Marketing with real estate content: transforming user engagement into profit

In the virtual world of “www”, visitors can simply read and appreciate your real estate content by deciding not to use the product or service you offer. What is important, therefore, is that your content builds trust in your brand, so that you can acquire a certain prestige in the real estate sector.

What you need is more than just content. You need a strategy. You need a plan on how to engage your audience and how to turn that engagement into profit.

Where to start? First of all, try to be clear:

1. What is your goal

  • Build trust and relationships with your customers
  • Attract new prospects
  • Provide solutions to customer problems
  • Building strategic partnerships

2. What kind of content you should post

If you read the vast majority of content marketing articles, you will be led to believe that writing blog posts are enough. In reality, content can take many forms: videos, infographics, e-books …

These categories are divided by type (guides, tutorials, etc.) or by topic (lead management, lead generation, web marketing, sales techniques, etc.).

3. What resources you will need

It depends on the type of content you want to produce and the characteristics of your business. Regardless of the size, however, you need to have some talented writer or blogger on your real estate agency team.

4. How do you measure your efforts

You also need to keep track of what the conversion rate of your real estate content is – which type of content or topic interests customers most and creates new leads? One of our favorite tools for determining this data is Google Analytics.

Creative real estate content ideas: what you can (and should) leverage

Let’s now review the main tools you can use to create truly innovative real estate content:

1. Video

Video tours are a great way to spice up your listings, and thanks to a great real estate blog, you can create a great post too. If you really want to make a memorable video, you may want to consider including some of your colleagues, for example, who tell the characteristics of the property for sale. We are not talking about spending thousands of euros, but shooting a very simple mini-video that shows “live” the properties for sale.

If you have a vacant property, you might also consider offering it to high school film students as a location for their latest horror thriller. This way you can positively contribute to your local community and showcase the property to a whole new audience.

Video marketing can also be a big expense for some, but licensed real estate agents who use it for their listings have a significant return on investment (ROI). In fact, 85% of buyers and sellers want to work with an agent who uses presentation videos. In addition, the houses for sale accompanied by videos, receive four times more requests than those that are not.

Once you’ve got the result you want, upload your videos to Youtube. More popular than classifieds websites, YouTube is now the main source of video search for home seekers. Consider opening your real estate channel on YouTube and make sure you use keywords in your video titles. Once published, you can easily share them through other social networks and also insert them on your website.

Furthermore, drones, or unmanned aircraft systems, are one of the most exclusive and innovative marketing ideas for real estate content. They can show potential buyers aerial views of the entire property, proximity to amenities, and much more.

2. Advice

To put it simply, buying or renting a house is new. Whether your customers are moving into a larger home, or a smaller one, a new home offers new possibilities or needs when it comes to furniture, appliances and other home products. Whenever you buy a new gadget or a new piece of furniture, consider the pros and cons, focusing in particular on how these items will contribute to everyday life: the new toaster that toasts two loaves at the same time, but takes up very little space on the counter; the rotating TV stand that gives the living room much more dynamism; etc … Include these thoughts in the real estate ad to make people understand the importance of your buying decisions and how these increase the value of the property.

3. Sketch

Real estate agents are sellers and sellers have strong personalities. Take advantage of it! Use humor by shooting a few short comic sketches with other agents and collaborators at your real estate agency to create creative real estate contentIn real estate, you build relationships and spend a lot of time with each client, so show that you are someone they will enjoy working closely with.

4. Interviews

Some may disagree with the idea of ​​letting customers into a salesperson’s life routines and experiences, arguing that it is best to keep business separate from the personal ends of the transaction. While we agree it’s important to take it slow, why not give owners a chance to prove their home’s value?

Try interviewing them (both adults and children) about why they love property. What prompted them to initially choose the house? What’s their favorite room? Their secret place? Without being too invasive, you might as well consider filming a typical day of theirs or, better yet, hand over the camera and let them provide themselves with visual proof of the things that make their property worth buying.

5. Ebook

Create ebooks that showcase homes for sale, but also cover topics of interest to your target. Ebooks are specially designed for downloading and reading on a digital device. They are unique multichannel marketing tools because they successfully drive leads with little or no agent investment.

As you write your ebook, keep in mind that it shouldn’t be exclusively about your product or service, rather about real estate topics that you are very knowledgeable about. If your readers notice that you are competent in that specific topic, they will be more likely to visit your website later. Also, add a call-to-action (CTA) to the end of your ebook to prompt customers to take the next action.

6. Interactive infographic

When creating an infographic, you should understand the topic your audience really wants to know more about and then conduct research via polls or interviews. The customization of the design is the best solution to stand out, instead of following trivial and ready-to-use models.

If you have good data and content, you can turn the infographic into a white paper, press release, or incorporate parts of it into an email campaign.

7. Gallery with photos of the sales area

Why describe a place when you can show it? Show the world how beautiful the area you work in every day is. You can also include photos in your social media strategy.

As an agent, you have more potential for real estate content than anyone could ever have. Take advantage of this and you will differentiate yourself among your competitors.

8. Snapchat or Instagram Stories

The real estate industry is all about images and therefore the real estate content you create could better reach your audience on Instagram or Snapchat. Snapchat In Italy? Absolutely yes, and the fact that hardly anyone uses it in this industry is a great opportunity, especially if your target is Millennials. You could surprise them, and not a little, by showing yourself attentive and active in one of their favorite alternative social networks.

Like? Snapchat promotes audience engagement and retention by sharing snapshots, photos, or videos in real time. Using stories for your business gives followers a behind-the-scenes look at your world.

Instagram images or videos can be kept permanently through the feed or for 24 hours through Instagram Stories. Instagram can also be an excellent channel as it has 1 billion monthly active users of which 53% are between 18-29 years old. The brand engagement is also 10 times higher than Facebook. The novelty of IGTV will then make a lot of talk about itself in the strategic field.

The opportunities are endless with Snapchat and Instagram stories, especially in a virgin real estate market like the Italian one, but make sure you have a solid content plan first.

9. Board Pinterest

Pinterest boards are a great way to deliver images and information to specific targets. It is possible to create a Pinterest board for a single property which, in addition to the photos of the properties, highlights the main advantages of the area.

10. Email storytelling campaigns

The narrative nature of content marketing is now a strategic priority. Stories humanize your brand and allow you to emotionally connect with your customers.

For example, you could tell the story of a famous neighborhood or how important the area where the property you just acquired is located is for the generations that have grown up there.

So, you could turn these emails into blog posts. For real estate agents who don’t update their blog, these types of emails will connect with current and prospective clients, delivering engaging content straight to their inbox.

11. Newsletter

Email marketing is one of the best ways to build an initial relationship with customers. Enter in your database the email addresses that potential customers leave you in the appropriate forms of your website or thanks to any other initiative, even offline, suitable for this purpose. Send subscribers emails related to their topics of interest: alerts on upcoming Open House events, new homes on the market, news on the seminars you are offering in the area, etc … (note: if you work in different geographic areas, you need to segment yours, subscribers, to the newsletter based on their geographic location, making sure they only receive relevant emails and updates).

12. Lead nurturing email campaign

Lead nurturing email campaigns guide users to their dream home.

Leave your customers a trail by adapting your interactions to their interests based on the actions they have taken. If they have attended an Open House event with you for the first time, please email them with other open visiting events in the same area. If they have been attending a homebuyer seminar for the first time, send them your “10 Things Every New Buyer Should Know” ebook. Provide real estate content that will help your clients take the next step.

13. Webinar

Scheduling a webinar can be a great way to draw attention to your agency. Organize webinars with captivating and valuable titles, such as “12 Little Known Things to Look for in a New Home,” providing answers to customers’ problems or concerns. Webinars can also be reused as YouTube videos, as they are real estate content that can stay permanently on your website!

14. Free seminars for real estate buyers

Share your knowledge with the community by holding mini-seminars.

Remember, users today want you to share some of your knowledge for free before investing time and money in your business. Yes, it will take time and energy, but the participants will be impressed and will have established a relationship with you. This ratio will work back in your favor when they are ready to make their purchase.

15. Local magazines

When it comes to real estate, it is important to focus your efforts on the local market. Writing in local magazines or newspapers is a great way to get yourself and your brand out there. Try to show your industry knowledge, write for example about how the rise in house prices on the market shows that the city is becoming more popular and in demand.

16. Brand

Your brand is your greatest ally – this also means creating pens, notebooks and other gadgets that carry your brand. Distribute some items printed with your brand logo at local festivals and events to make yourself known to a new target. In a nutshell, start doing real estate personal branding to make yourself known and appreciated!

17. Interactive calculators and quizzes

You can get an edge over your competitors through interactive content. Without even having a direct conversation, you can guide them in your marketing funnel. Interactive content can generate 12 times more leads than another type of content.

For example, with a mortgage calculator, you can compare price differences quite easily. Instead of asking the user to enter values, they are given scrolling options. By asking for more, you can get a complete customer profile. The combination of these factors makes the whole customer experience useful and engaging.

While a mortgage calculator is perfect for prospects who are in the middle of the funnel, you can create fun quizzes for who is at the top of the funnel. Think of quizzes like “Which celebrity will love staying in my house?” in order to understand the characteristics of each customer and property for sale. A great tool for this is SurveyMonkey.

18. Podcast

You can hear them while driving, walking the dog, doing housework or having lunch. So why not take advantage of the growing popularity of podcasts and put them on your channel?

You could create a mix of podcasts where you just talk and others where you do interviews. In the case of interviews, be sure to interview interesting people such as local residents you could talk to about the neighborhood, or colleagues to discuss industry challenges with! People can’t wait to find out what you’ll come up with for the next episode. If you achieve this, nothing can stop you.


We have therefore seen that content marketing represents one of the fundamental strategies in the context of real estate web marketing and that to implement it it is necessary to plan, create and promote content capable of distinguishing itself for the value offered to a specific target. For this strategy to be effective, it is necessary that the recipients find the contents useful, ending up being engaged by them.

For this reason, information content and communication via the web have become strategically essential to reach one’s audience, especially in the case of B2C companies, such as real estate agencies in large part.

Content marketing today needs the right tools that can transform visitors into customers and subsequently into profit even in the medium and long term. In fact, it is useless to have many users on your website if it is not able to transform these visits into real contacts. It would be like entrusting an assignment to a salesman who is not good at all who cannot close even the “easiest” deal.

The advertising competition between real estate agencies is often high, acquiring skills in real estate web marketing can be decisive for breaking up the competition. Having the tools without traffic or vice versa is equivalent to the fisherman trying to catch fish with a pierced net.

The ones listed in this article are just some of the possibilities to breathe new life into your real estate content. Take some time to think about alternative ideas and, very soon, you will start having less competition and more customers.

Do you think these ideas can work? Let us know what results in you have achieved by following our advice. Write us in the comments below and share the article!

real estate advertising

Paid real estate advertising: all the trends to keep an eye on

Let’s talk about digital advertising and how much impact an online sponsorship campaign has on the performance of a real estate company.

Let’s start by asking you: are you aware that the value of your business may vary based on the choice of paid advertising you implement for your real estate agency?

If the answer to this question is yes, then congratulations! You are one of the types of real estate agents who have already understood the importance of doing paid advertising, so don’t miss any of the tips you will find in this guide.

If the answer is negative and you feel an entrepreneur is still too skeptical of online advertising, we advise you to investigate all the trends that characterize real estate advertising, and thus look for the one that best suits your business.

Already starting from 2019, to reach its peak in 2020, the scenario of online advertising has changed its face: one statistic argues that digital advertising is growing positively by 90%, compared to the 25% with which it is destined to grow on other channels such as television and press.

Paid real estate advertising: from paper to digital, with no middle ground

It has been easily demonstrated how much paper advertising is now destined to disappear to make room for more and more digital advertising; This change of direction and needs has undoubtedly affected the vast majority of businesses and companies, regardless of the professional sectors of reference.

In the specific case of real estate agencies, it has already been proven that online advertising leads to today more satisfying results in terms of conversions, new possible leads, and visibility in general, compared to the results obtained if you choose to sponsor your brand through the most traditional promotion.

A case in point that could make you understand in detail what is meant by effective and satisfying paid real estate advertising, is precisely what concerns the use of LinkedIn Real Estate Ads.

Thanks to a tool like LinkedIn Ads Immobiliare, you can in fact think of investing in advertising and getting the right return for your brand.

As for all the other possible ways to invest correctly in paid real estate advertising, we will talk later in a specific and detailed way to help you and advise you. The choice of the type of digital advertising that best suits your professional needs is not to be underestimated.

A note that we feel obliged to make in this regard is precise to advise against using all the platforms available on the web to promote your business: they would be investments to lose and now we will explain why!

Before focusing on what are the platforms and ways to do online advertising, let’s focus on the trends to invest correctly on the web and not risk making mistakes.

Here are the new trends to invest in paid real estate advertising and hit the mark

  1. Emotional videos: one of the real estate trends that is gaining momentum is undoubtedly that of making real emotional videos inside the apartments that are offered for sale or rent. In this way, paid advertising will have feedback in terms of innovation and visibility for your real estate agency;
  2. Online identity (more commonly called brand building): rely on experienced professionals in the sector who will be able to create the right mix of visibility and focus on products for your real estate agency. In this way, the results will potentially be even wider in the digital world. To date, for a company, the identity on the web is essential to obtain greater results and reach as many leads as possible.
  3. Remarketing: in the real estate sector, remarketing is undoubtedly one of the most productive activities. It is clear that investing in remarketing with online advertising becomes even more exponentially positive. Because? Of course, because trying to generate new leads through contacts who have already shown interest in your brand should be easier than the work of generating leads from scratch. The reason why choosing to focus on a well-done remarketing should be among the priorities of a real estate agent who aims to generate new leads.
  4. Artificial intelligence: a detail that is thought to become essential in most avant-garde real estate companies is precisely that of exploiting AI. In fact, it is said that more and more tasks can be delegated to automation so that the professional can devote more time and resources to other business development strategies.
  5. An eye always attentive to the new types of Ads: as already mentioned, progress does not wait and you will not have to be caught unprepared. In fact, there are some interesting projects regarding the world of Ads. On the web, more and more channels are made available for entrepreneurs who want to invest in online advertising. Remember that a well-built online campaign is always a positive investment for your business.

The importance of building an audience consistent with your business

Paid advertising changes focus. Digital marketing is also evolving at the speed of light, so a strategy that worked well until some time ago probably wouldn’t get you the same results today. In the specific case, we are talking about advertising and therefore the importance of keywords during an online campaign: if until some time ago, the use of keywords during online sponsorship campaigns was a basic element, today it is no longer properly so.

To get even more productive results from paid advertising done by your real estate agency, the focus on which your campaigns will have to be based will be the audience.

It will be (and already is) very important to segment your audience in the right way. In this case, since these are possible users interested in the real estate world, you will need to have a complete and obsessive command of the type of users potentially interested in your business.

To improve this aspect related to customer targeting, advertising platforms help you greatly. Most of them, in fact, during the construction phase of the campaign give you the possibility to define specifically who you want to contact.

To be able to obtain positive results through online sponsorships, following the segmentation method, you will therefore from now on carefully analyze the data, traffic, interactions, to build a real identikit relating to the potential audience really interested.

After all, what you will have to focus on will undoubtedly be the professionalism of the service offered and the quality of the product that your real estate agency is promoting online.

Study and create your online sponsorship campaigns in this new perspective, and they will become a must that will lead your business to incredible results.

In fact, it has been tested that having an audience that is truly interested in the brand and therefore well built, can bring significant returns for the company, much more than what keywords do now during an active online sponsorship.

By following this suggestion, you will in fact be able to identify the audience your campaigns are targeting: and since you are a professional in the sector, you will know that this result is the dream of every entrepreneur.

What are the platforms on which to invest?

As already mentioned, every type of business needs an accurate analysis before studying which are the best marketing strategies to be implemented; it is easy to understand that given the number of possibilities that the web offers today, it would be counterproductive for a brand to be “everywhere”.

So how do you understand which is the best source of digital advertising for your real estate agency?

First of all, to understand where you want to aim, you will need to understand where you are starting from.

It will therefore be necessary for you, together with your marketing team, to pause to take stock of the situation and clearly define the essential aspects, before starting any type of online sponsorship.

A couple of ideas from which we could start are these reflections:

  • What are the goals in terms of the results I want to achieve from this sponsorship?
  • Who is my buyer persona, who am I talking to?

By following these two simple questions, it will already be easier to define and shape a strategy related to that single advertising campaign, aware of what the potential final result is.

However, if, during the brainstorming phase, it is not possible to give concrete answers to the questions suggested above, then our advice is to block the idea of ​​doing paid advertising from the beginning. In this way you would risk, not having clear objectives, of only wasting money and time without obtaining concrete results.

But be careful: this advice should not mean that your real estate agency does not need to invest in digital advertising, on the contrary. It will mean that you will have to study the situation more carefully to find the best strategy and make the web your strong point.

How many types of advertising are available?

Speaking in broader terms of digital marketing translated to the real estate business, the types of online advertising that could be adapted and exploited are mainly four:

  1. Email advertising
  2. Classified advertising
  3. Display advertising
  4. Search advertising

Let’s now see them individually in detail:

  • Email advertising: this category includes all those emails sent massively (we are talking about newsletters ) in which the only purpose of the sender is advertising. As for real estate agencies, as a business model specifically, this type of advertising is extremely productive and satisfying. The message comes directly to a possible lead, who will almost certainly have real estate needs for sale, purchase or investment.
  • Classified advertising: with this type of advertising we mean all those spaces dedicated to the promotion of a product, purchased by companies to have greater visibility on websites dedicated to online purchases. In this case, a real estate agency could think of acquiring an advertising space to dedicate to the property of the month or a banner that directly sponsors its brand.
  • Display advertising: it is an interesting type of advertising, very useful for those who, browsing from mobile, come across your sponsorships. Display advertising is in fact one of the first forms of online advertising that has brought concrete results to digital entrepreneurs. Although integrated with other online advertising concepts, banners and pop-ups still manage to do their promotional duty today.
  • Search advertising: this method of advertising is in second place in importance, second only to display advertising; Choosing this type of advertising in fact provides a strategy aimed at visibility as your real estate agency will acquire greater visibility on search engines and will exponentially increase the possibility that a customer will click on your website before doing so on that of the competitor on duty.

Is investing in paid advertising really worth it?

If you have reached this point and you are also wondering whether or not investing money and energy in paid advertising is a convenient choice for your real estate business, don’t worry: it’s all normal.

There are many skeptical entrepreneurs who still believe they can take advantage of traditional channels and obtain satisfactory results, leaving aside the world of digital.

The trick lies precisely in trying to change the mentality of approach to the business itself: if you detach yourself for a moment from the professional habits that characterize the daily routine and try to invest in something new, seeing the change with your own eyes will be beautiful.

According to interesting research conducted by Harvard concerning the world of online advertising, doing paid advertising is much more convenient for SMEs than for industry giants.

The reason? Of course, it is all based on the corporate visibility obtained. An SME certainly needs to make itself known and find its share of the market in the huge cake of potential customers. Much more than a world-famous behemoth needs, it’s clear.

Here then, thanks to digital advertising, it is possible to obtain interesting results that touch different points of focus for a business:

  • more visits to the website;
  • more contacts from interested customers;
  • more online sharing by users learning about the brand;
  • greater number of appointments set.

In the specific case of real estate agencies, choosing to focus on digital advertising could prove to be a pleasant and productive discovery.

Suffice it to say that as regards the real estate business in particular, everything always starts from the Internet.

The web is in fact the first place where potential customers interface with your real estate agency. Don’t you think that if they already saw sponsorships of your brand online, they would arrive more aware and prepared? We believe so.

Trust in a particular brand leads the customer to approach it in a more open and positive way; this data should not be underestimated in an era in which we are all constantly bombarded by a myriad of possibilities and services made available to us online and offline.

Paid real estate advertising and social networks

Up to now, we have chosen to focus on the ideas about online advertising, talking exclusively about the technical ways to carry out sponsorship campaigns.

However, the time has come to mention an equally important aspect: social networks. As they are platforms in constant evolution and change, taking advantage of social networks to sponsor your brand is not wrong at all.

It is understood that the conditions listed above must remain firm in terms of target, audience and product, some of the social networks have proved to be interesting places in which to sell a service/product or simply create curiosity in the customer.

If you have a real estate agency, you will certainly know that multi-channel communication is essential. To build an effective and productive marketing plan, it will be essential to act on several fronts. Let’s take a practical example.

You will not be able to hope to obtain the predetermined results if you choose to limit the active promotions only and exclusively to a web channel.

Your website must be adequately indexed, the sponsored ones must run online and be visible to all, the social channels well cared for and clear. In short, you will not have to be caught unprepared by the user who wanders the web looking for what you have to offer him.

As for the social networks specifically, the ones that will certainly be most suitable for your sponsorships are LinkedInFacebook and for some time, given the interesting updates, also Instagram.

Have you decided that the time has finally come to invest in paid real estate advertising? You will not regret

Differentiate yourself from your competitors, keep up with the times. Choosing to be present (in the correct way) on the web, can only bring advantages to your real estate agency.

Those who choose to invest in paid real estate advertising are unlikely to retrace their steps. Unless you have chosen the wrong professional to entrust the marketing of your company to, you will certainly be satisfied with having invested in online advertising.

Whether your company is geographically located in a small provincial reality or in a large urban center, this is not of interest to the web. Remember that thanks to the World Wide Web you can go anywhere and get incredible results.

Investing in paid real estate advertising will undoubtedly give your agency that extra edge that you may have been trying to identify for some time.

As you have read, the ways and choices to make good digital advertising are really many.

We have preferred to list which are the best online promotion channels for a real estate business.

The main advice remains to rely, at least initially, on expert digital real estate marketing consultants who can help you study the situation and clearly define the points on which you need to act to improve.

Otherwise, as a self-taught person in the sector, you will have to take into account the possibility of making wrong choices, not being immediately productive, and perhaps improving gradually with the strategy to be implemented.

If you, intrigued by the subject, would like to deepen the aspect linked to the individual channels available on which to promote on the web in a more technical and detailed way, we invite you to read our real estate web advertising guide, which will certainly be able to dissolve many of your doubts and concerns about it.

In the meantime, we hope that after reading our advice, you can rush to develop the best marketing strategy for your real estate business, investing in paid advertising in the most correct way and managing to really hit the mark.

How to choose what is the best strategy for boosting a real estate business?

  • Define clear and actionable goals
  • Have full awareness of which tools you can use

Paid advertising is certainly a tool not to be underestimated for SMEs as it is clear that they are the ones who need it most in terms of visibility and lead generation.

Think about your real estate agency: do you believe that investing in paid advertising can bring concrete benefits? We really think so.

 Blockchain in real estate

 Blockchain in real estate: everything you need to know

According to the Techcrunch database, global investments in blockchain-related projects already exceeded $ 1.3 billion in the first 5 months of 2018.

A stratospheric figure.

But what makes this technology so special is that it pushes the creation of dedicated blockchain teams within companies such as IBM, Walmart, Carrefour, American Express, Oracle, Amazon, Alibaba, Facebook, Ford, as well as major global banking institutions such as Intesa Sanpaolo, Goldman Sachs, ING, Morgan Stanley and many others?

How does the blockchain work? Let’s start with the basics

Imagine that Marco and Giovanni are on a stage in front of 10,000 people and make an exchange. Marco gives Giovanni the keys and ownership of his newly renovated studio apartment in the center of Padua, in exchange for Giovanni’s brand new SUV.

At the time of the exchange, 10,000 witnesses will be able to state with certainty that the studio apartment in Padua now belongs to Giovanni and the SUV is owned by Marco. Anyone in the audience who tries to say the opposite will be immediately denied by another 9,999 people.

Furthermore, if Marco tries to sell his studio apartment a second time, using his spare keys, in the event of a dispute, an entire audience will be ready to say without any doubt that the property is now owned by Giovanni.

This story shows in a simple way the logic behind the functioning of the blockchain and its consensus mechanism.

The blockchain consists of a network of computers scattered all over the world, called miners, on which a decentralized and widespread database is based that records transactions, financial and otherwise, between uniquely identified users. Every single node on the network has a copy of the entire register, which is available to anyone for information purposes, but it is practically impossible to modify. Each transaction is placed inside a block containing other transactions, which is cryptographically protected and linked to both the previous and following blocks of the chain.

Would you like to know more? The computer scientist Marco Crotta of Blockchaincaffè explains the concept well in one of his videos:

Because blockchain is an inviolable system

Tampering with a transaction recorded on the blockchain requires the breach of 50% plus one of the tens of thousands of computers operating on the network, an operation that is almost impossible even for a supercomputer. An attempt at tampering could take up to tens of years, however making the attempt inconvenient.

If we add to this the fact that, after having violated the block in question, it will be necessary to violate within a few minutes also all the relative blocks referring to that chain to ensure that the tampered block is recognized by the network nodes, it is clear that we are talking of a protocol that guarantees a very high security.

True innovation: a new concept of trust

The peculiarity of this system is the complete transparency of the transactions and information recorded in it. For this reason, the paradigm shift brought about by the blockchain mainly concerns the concept of trust.

The blockchain allows transactions to be carried out in the open,

fostering trust between two parties operating a transaction.

For this reason, the impact of this technology in a world so globalized, interconnected and rich in often conflicting information, can really destabilize historical players, upset the balance and create new markets.

It is no coincidence that the Harvard Business Review defines blockchain as a  foundational technology, or a technology that has the potential to restructure, for the better, the current economic and social mechanisms.

The financial sector: the first real test of the blockchain

Imagine being able to safely send money to Mexico, at a cost of a few euro cents and with a transfer time that can potentially take just a few minutes.

Thanks to the blockchain, this is already a reality. And since 2008 to be precise, thanks to the much-discussed Bitcoin. But beyond the media speculations regarding this cryptocurrency, Bitcoin is only one of the many possible blockchain implementations and is proving not only to be able to solve a real problem, allowing transparent transactions, potentially faster and cheaper, but also an ‘ integrity and security tested over ten years and millions of transactions.

Not surprisingly, one of the first applications in the financial field was the creation, also financed by banking institutions, of Ripple, an atypical cryptocurrency based on a distributed consensus ledger, a technology similar to blockchain but with centralization elements, with the aim to speed up and reduce the costs of international transactions.

Blockchain vs Database

The total transparency that characterizes blockchain contrasts with the concept of database, historically centralized and guarded by a single market player: just think of the role of the PRA or the Notary.

But that doesn’t mean, as many think, that one will supplant the other, they just have different roles. Think of taxpayers’ money transactions or donations. Both of these operations have always generated doubts: ” who knows where that money is going ?”.

There is an Italian start-up that already solves this problem thanks to the blockchain. On Helperbit it is possible to donate money for any emergency and humanitarian project, such as the earthquake emergency in central Italy, and to have a complete and detailed track recorded on the blockchain starting from the payment of the donation up to the moment in which the funds are used.

Blockchain in the real estate sector, a possible combination?

But now we come to our sector. As you may have already guessed, one of the first areas of application of blockchain in the real estate sector can be transactions. In particular, think of the costly transnational real estate transactions that take days and days to complete and validate by traditional banking systems. According to data from Bitinfocharts, the commissions for transferring 76,000 euros in bitcoin anywhere in the world are equal to just 64 cents.

Obviously, the average volume of a real estate transaction is so large that even very high commissions, such as 50 euros per transaction, are proportionally considered almost venial figures.

But if we consider a bank and its centralized system and think back to the story at the beginning of the article, we can well imagine the advantages of having an inviolable and searchable proof of the passage of money from subject A to a subject B, especially in the event of disputes.

Not to mention the speed with which international transactions are carried out. In fact, these can take up to 10 days to be validated in a blockchain-based system.

Yes, that’s right, with the new super-fast international bank transfers, the times have been significantly reduced. On the other hand, transaction fees have increased and the transferable threshold limit is much lower.

Conversely, bitcoin transactions can take anywhere from a few minutes to a few hours, depending on the level of network overload, while many other blockchains, such as Nano’s, allow equally secure transactions literally instantaneously.

Rents with smart contracts

The smart contract are based on applications Ethereum, one of the most innovative blockchains. A smart contract is a digitally programmed contract that automatically executes the terms, without the help of third parties, once the contractual conditions are met.

Rentberry has decided to develop blockchain-based smart contracts in the real estate sector and create a solution for the rental market in line with the principles of Smart Property.

In physical assets such as real estate,  Rentberry’s smart contracts will have the following functions:

  • Allowing both parties to sign the contract securely and digitally through the public and private key system on the blockchain, without the help of institutional intermediaries.
  • Automatically and securely pay the monthly rent on the agreed date and time, by taking the agreed sum from the tenant’s account and automatically paying it to that of the owner. Once the payment has been made, access to the apartment, via Smart Lock, will be extended for the following month or denied in case of lack of funds.
  • Create a space for storing the deposit within the smart contract. It will be the same digital contract that will then allow the owner to use it in case of damage, or return it to the tenant.
  • In the event of overlapping on the agenda, the visit to the property can be programmed with a special smart contract that will provide access to the visitor via a personal private key enabled by the owner, but without the need for it to be present.

Rentberry: how it works

All these operations will subsequently be recorded on the Ethereum blockchain, which allows the parties to consult the information at any time and allows the resolution of any dispute in a more serene manner. In fact, the transactions recorded within the blockchain, as explained above, are neither removable nor modifiable.

Obviously, in order to be operational, these technologies must first be enabled within the property in question, which therefore must be equipped with Smart Lock Technology, a tool already being disseminated both in the USA and in Europe, also because it is already been the focus of several Amazon projects.

Faster and easier international real estate transactions

Propy is an online marketplace for international real estate transactions via blockchain. The platform provides a technology-based listing, in which anyone wishing to trade can post their ad.

The mission of Propy is precisely to solve the inconveniences related to international real estate transactions, allowing all the figures involved in the sales, i.e. real estate agents, sellers, buyers, brokers, notaries, to get in touch with each other quickly and simplify the international transactions thanks to smart contracts.

Once the transaction has taken place, the platform allows the transfer of the so-called digital ownership of the property, which is recorded in the appropriate decentralized Propy register based on blockchain. In practice, from that moment on, anyone who knows a user’s public key will be able to verify the actual ownership of a property.

Just a few months ago, Propy posted on its blog the receipt of the first real estate transaction registered on blockchain in the United States:

Even established platforms, such as Homelight, are evaluating the implementation of blockchain to speed up and decrease the costs of real estate transactions. As stated in an interview by CEO Sumant Sridharan: ” I don’t think it’s something that will come in the short term, but we can absolutely imagine a near future, in 5 or 10 years, in which real estate trading via blockchain will be the norm “.

Legislation: where are we?

From a legislative point of view, across the globe, we are moving towards a general recognition of blockchain and smart contracts. In an official note, the Chinese Supreme Court said that presenting data stored on the blockchain as evidence in court is legally accepted as of September 2018.

The UK government recently revealed a program to reform and modernize its judicial system. The British courts of the ” Her Majesty’s Courts and Tribunals Service ” will adopt the blockchain for the custody of evidence and the recording of other sensitive data.

Also in the specific case of real estate legislation, significant developments are already underway. In the USA, both in Arizona and in the state of Vermont with the ” Blockchain Law “, the current legislation recognizes smart contracts as contracts in all respects valid for the transfer of assets, including real estate. It is no coincidence that Propy is based in Vermont.

Developments in Italy

Although Italy is still far behind in terms of government projects in the field of blockchain, having signed the ” EU Blockchain Partnership ” only in September 2018, it should be recognized that the Belaese was, at the legislative level, among the first to world to allow the buying and selling of properties in bitcoin.

With resolution no. 72 / E of 2 September 2016, the Revenue Agency recognized Bitcoin as an acceptable currency within a notarial deed, and real estate sales in bitcoin have already been carried out nationally. Like the Roman villa auctioned in July 2018 or the purchase of a property in Turin, both in bitcoin. At the territorial level, there are many private initiatives, but also some institutions have started to move independently.

On 19 April 2018, the Municipality of Naples displaced everyone, surprisingly launching a voluntary working group on the blockchain ( progress is periodically updated on the website ) and, in July, after 300 requests for participation, there were already 3 active projects on as many work tables. At the current date (September 2018) the project has already involved various commercial activities to encourage the spread of payments in cryptocurrency.

Regarding further developments in Italy, the National Council of Notaries announced on 13 October 2017 that it is working with IBM for the creation of Notarchain, a blockchain platform for the registration of notarial deeds.   When questioned by WeAgentz, we have not yet received any answers on the matter from the Association.


Beyond the number of projects, or presumed such, it is important to inform oneself and keep up to date on the developments of a technology that in the most advanced countries is already changing many governments and corporate best practices and which, according to the major world institutions, by the MIT of Boston at Harvard University, will soon revolutionize relationships between people and the very concept of trust.

Lack of knowledge of technology can lead to misunderstandings among non-technicians. Let’s get information, let’s study it but above all let’s start thinking about possible implementations, both privately and institutionally, in the common interest of giving a breath of fresh air to the category and finally relaunching the Italian real estate market.

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.


Real estate website

Real estate engagement for your website: the complete guide

When it comes to real estate engagement, one thing must be said: real estate marketing has profoundly changed in recent years,  becoming more and more interested in the online world and social networks. Whether it’s buying or renting a home, today it all starts with the magical world of the World Wide Web.

2018 is the era of Big Data and this means that everything becomes traceable. The Internet thus proves to be a very powerful marketing tool and a fundamental channel for communication between agents and customers.

A real estate agency should have a solid online presence for many reasons: for example, making itself known to new potential customers looking for a home, attracting sellers who want to sell their property, maintaining relationships with old and potential customers. , guide customers in the purchase phase and advise them in the best possible way.

Furthermore, measuring your visitors’ online activity allows you to understand how your website is used and how users respond to your content.

Google Analytics can track almost everything about your website: who comes to the page, how long they stay, which pages they prefer, and so much more. But the tools it puts at your disposal can give you a series of metrics that won’t be of much help if you don’t know how to grasp their meaning and usefulness.

In fact, many agents do not consider real estate engagement metrics at all. Don’t think you’re too busy or don’t know where to start. Tracking metrics is not something abstruse and complicated and will prove to be a tactic that pays off in the medium to long term.

And since everything is quantifiable, what should we observe? User engagement metrics have become a fundamental part of understanding if your website or social pages are having success, but which ones are really important?

In this article, we’ll cover some of Google Analytics’ real estate engagement metrics to measure the impact of your website and its content on visitors.

Real estate engagement indicators

What is user engagement?

The definition may vary depending on whether it is a product or website. In the broadest terms possible, it all revolves around the users interacting with your site. Real estate user engagement can be measured through many factors: how often visitors open your website, how long they stay, what they do when they use it, and whether they recommend it to their friends and family.

The user engagement metrics of your real estate website are divided according to macro areas of the Google Analytics dashboard, including:

  • Audience
    This area outlines who visits your website and their demographics, along with the number of views your content has received.
  • Acquisition
    The Acquisitions section shows how users come to your website, through advertisements, organic or direct searches, or referral links from other websites.
  • Behavior
    The Behavior area indicates trends in what users are doing as they visit your website. <<<
  • Conversions
    The Conversions sections track whether users complete the goals you have set for your site.

Each of these areas contains many indicators of real estate engagement but, in this article, we will see only the most important ones.

Social sharing

Put simply, social sharing analyzes how visitors promote your content on social media: Twitter, Facebook, LinkedIn, etc. The more they share them, the greater the resonance of your posts or content.

Low levels of social sharing can mean different things depending on the other data you are collecting. If your traffic, time on page, and bounce rate are all unsatisfactory, a low level of sharing tells you what you already know: you need to make your content more interesting, informative, and useful.

If, on the other hand, these metrics are relatively good, there may be another problem: people aren’t sharing your posts because they don’t think most of their network will like it. The solution? Broaden your horizons. Just because you’re in the business of condo rentals doesn’t mean all of your posts need to be explicitly addressed to renters and condominium owners. Use industry-specific terms and keywords where necessary, but don’t overdo it.

Another possible problem? You are not making your website easy enough to navigate. Make sure you include social sharing buttons in every post or, if you have already done so, consider moving them to a better section of the page.

Comments to posts

Indicates the relationship between the number of blog posts you publish and the number of visitor responses in the comments sections, essential variables for real estate engagement. If you haven’t enabled comments on your posts yet, you’re missing out on an important opportunity to get direct feedback on your content. Having a review of what you write helps you create better posts and build a stronger community of readers.

Do you have a lot of comments related to the posts? Great! This shows that your ideas are making a good impact and that people want to provide feedback. Do you have very few comments? You may need to encourage your readers by placing a strong call to action at the end of your posts, asking for comments or answers to specific questions.

When analyzing the post/comment relationship, it is crucial to look at the content of the comments themselves. If most of your comments are spam or empty praise (“Great post!”), They don’t add much value in terms of engagement. Negative comments or criticisms, while grabbing visitors’ attention, could end up having negative repercussions in the long run, depending on how you are responding. The best comments add value by offering new insights into the topic or offer the opportunity to add value if you reply intelligently.

Visits for shares

This generic term refers to the frequency with which your visitors perform a certain action on your website. An “action” can consist of: registering for an account, logging in, completing/updating a user profile, downloading a guide, subscribing to a mailing list, etc. The question you have to ask yourself is always the same: how often and to what extent does my content push, people, to do what I want?

If your visitors aren’t logging in or signing up as you hope, you should ask yourself three questions:

1. Am I making it clear what actions I want them to perform?

Your readers won’t know they need to download your ten-page homebuyer guide unless you put it on your home page, blog posts, and social media.

2. Am I making it easier for them to actually perform the action?

If users can’t subscribe to your blog’s RSS feed with one click or create an account in less than thirty seconds, they probably won’t.

3. Are these actions valuable to users in the first place?

Creating a login system for your visitors will allow you to track their habits, but if it doesn’t give them new tools, what good is all of this?

Number of active sessions and new sessions

Google defines a session as “the period in which a user is actively engaged on your website, app, etc.” A session begins the moment a user arrives at your website and includes all the actions they take during the session. The duration of each corresponds to the actual browsing time plus 30 minutes of user inactivity. Therefore, if a visitor opens your website, stays inactive for 30 minutes and then ends up returning later, for Google you will have two distinct sessions.

When referring to new sessions, however, we refer to the visits made by users for the first time. If this percentage is high, it means that a lot of new traffic is coming to your website. If this percentage is low, most of your users are returning visitors who have visited your website previously. While the new traffic indicates that your web marketing activities are bringing in new users, you also need to maintain a high number of returning visitors as these represent more engaged visitors and are easier to convert into customers.

To improve these metrics you should create engaging content and deliver a great user experience, the content should be engaging. Furthermore, the website should be easy to navigate and have a modern design. You’ll also need to post new content consistently if you want someone to visit your website, be it a new or returning user. So, share them via social media and email regularly, always including social sharing buttons.


That is the actual visitors to your website.

Converting 10 users to 10 leads is very difficult, so the more users you have on your website, the better your chances of converting. Conversely, if you have a lot of traffic but few conversions, you are not pouring the right strategies to convert them to your website.

Generating and increasing user traffic to your real estate website requires a combination of powerful content, search engine optimization and real estate web advertising.


Measure the total number of times your website pages are viewed. Even if a page is viewed more than once in a session, all views of the page in the same session are counted equally.

Instead, if we refer to Unique Pageviews, unlike the previous case, we only consider one pageview per user session, even if users return to the page repeatedly.

Refer to the pages where you want to get more engagement. Optimize them based on a keyword that makes you a better position, in-depth content and eye-catching graphics and considers resetting the page to different keywords if you see that the page is not attracting the right traffic.

Average page depth (pages / session)

This report shows the average number of pages viewed during a session. A great way to gauge whether your audience only stops on one page or multiple pages of your website.

While an increase in the time users spends on the website improves conversion opportunities, it is difficult to determine a “good” page/session range. If users spend an average of 10 minutes on your website and look at five pages, this could show a real interest in your content. If, however, they have looked at 10 pages and come out (in jargon, “bounce”) after a minute, it is likely that users have not found what they were looking for. Focus on session length, specific pages visited, and bounce rates to get an idea of ​​what your users like or don’t like.

If you want users to visit more pages of your real estate website, include engagement prompts, such as calls to action (CTAs), which will attract users to increase their chances of clicking on other valuable content or landing pages.

Average session duration

Calculate the average length of sessions in the different data ranges.

Increasing time on the site signals users that your content is interesting and increases conversion opportunities. In general, a low session length indicates that a significant portion of users are leaving your website quickly. But remember that this is just a calculated average of those who stay the longest, those who leave immediately after arriving, and the sessions that cannot be measured by Google.

To improve real estate engagement on your website, it is necessary to facilitate the navigation of the pages with more usable menus. Also include specific elements for mobile browsing, offer engaging content targeted to your target users and include property listings on the website to entice users to click on it.

Number of pages per session

Do your users simply open the website and close it immediately? Are several pages scrolling? That’s all this metric takes into account.

Knowing what users are doing on your website, the pages they are opening and how they are using them can be vital in detecting user experience or graphical interface problems.

Pages with longer and shorter visit duration

This metric is an extension of the number of “pages per session”. Analyze each page in more detail, providing valuable information to increase the efficiency of your website.

If some features of your real estate brand’s website aren’t doing well, you can focus on this data to understand what your users find most useful.

Pages with most user interactions

It shows which pages people click on the most.

If you are unsure of what works or does not work on a particular page, use the Google Analytics in-page analysis feature, which allows you to explore your website within the platform to see which areas receive the most. of clicks.

Doing this is helpful in understanding how users navigate through your website and can be crucial in identifying problem areas. Also, if you want a clearer overview of the pages, use the heat map and user experience tools to measure on-page activity.

Average time on page

Shows the average time users spend on a specific page or screen.

To improve this, you should provide better content. An enticing headline can generate a click, but if the content is difficult to view, is not relevant to the user’s needs, or is just plain boring, it can reduce the average time on that page. Your content should answer the question or problem it promises to solve, be clear and attractive to your target audience, and should be comprehensive enough to compete with other articles on the same topic.

Bounce rate

Bounce Rate measures visit to each page and when users enter and leave your website.

Bounce rates between 26 and 40 percent are excellent, 56 to 70 percent are above average, 70 percent corresponds to a medium-high bounce rate. Bounce rate may vary by page type (for example, news articles may have a higher bounce rate than ads).

Exit rate

Exit rate measures how often users leave your website from a given page.

Since each session ends in an exit, it is inevitable that a percentage of exit is associated with each page. What should you worry about? If you have important content or a landing page where you want to collect information about users, but you have a high exit rate on these pages, then you will need to modify them to increase their navigability.

To clarify, the exit rate indicates the percentage of page views in which the page considered was the last in the session, while the bounce rate indicates the percentage of visits in which the page in question was the only one. of the session.


Knowing the real estate engagement indicators in depth will allow you to better juggle in applying the best user engagement strategies within your real estate agency’s website.

The more you refine your techniques thanks to the tools provided by applications such as Google Analytics, the more your website audience will be motivated to stay on your site, to visit the properties offered in your real estate portfolio, to finally click on one of the calls-to-action that will lead you to the acquisition of new customers.

You just have to apply what you learned today from this guide, the results aimed at your goal of maximizing real estate engagement will be tangible right away!

real estate blog

 Negative comments on your real estate blog? 7 Reasons to treasure it

Is there an appropriate time to receive negative comments?

Writing what you think on the Internet requires a certain amount of courage, as it leaves you exposed to attacks, often disrespectful, from those who disagree with you.

Everyone loves to criticize and this is especially true when it comes to the blogosphere. Even if you probably don’t happen to read the often bad comments on YouTube or other portals, it is likely that starting a real estate blog, you will be subjected to the judgment of those who read your content.

If in real life we ​​can choose to avoid those who do not like us, in the virtual world it is totally impossible! And failing to handle a stream of criticism can have serious consequences for your blog.

But there are good reasons to appreciate some negative feedback. In fact, allowing your users to express their opinion can be more than just a backlink source. However, most of the time real estate agents bloggers comment only to get noticed and only a very few understand the importance of this activity in forming lasting relationships with clients and adding value to your real estate agency’s website.

Furthermore, for some, negative comments are an incentive to improve their posts, for others they are simple provocations and do not deserve attention. Whatever the case may be, responding to negative comments is an art that requires a cool head, diplomacy and education.

As a real estate agent, how do you handle negative comments?

This article will provide you with useful tips for dealing with any type of negative judgment. You will probably learn something useful and start seeing negative comments from a different perspective, but… definitely more constructive!

Blog comments: when are they useful or harmful?

Real estate bloggers, whether they are brokers, consultants, business brokers or property finders, have a love-hate relationship with their comments section, for several reasons. Although the number of comments is useful for credibility, it is often not an indicator of actual readers, but of how much they dislike your post or article. In fact, 90% of readers do not actively participate in your blog but are limited only to reading what you publish.

Despite this, comments (whether they are negative or positive comments) can be very useful in achieving important benefits. Here are some of them:

  • Discover new channels
    Often and gladly you will find websites, links, information and downloads that are useful not so much through real online searches, but thanks to what people write in the comments. Also, a comment with a nice reflection on the topic will prompt users to visit the commenter’s website.
  • Receiving further information on the subject
    With a post, even if well structured, it is not possible to say everything you would like, while the information that users can add with their comments makes the content more organic and comprehensive.
  • Networking
    Participating in comments on your blog shows the world that you are not a hermit and a one-way street. One-sided communication never works. You have to be willing to meet people outside of your social circles to gain some notoriety in the industry.
  • Having Easier-to-Follow
    Conversations Lots of conversations social media marketing strategies, sure, but they’re not always easy to follow. Some might be on Twitter (where following a discussion is like chasing the tail of a kite on a windy day), others on Google+With blog comments, however, the whole discussion takes place in one place. Enabling the comments section thus makes it easier for readers to follow a discussion, allowing even latecomers to see what has already been saying.
  • Having testimonials for your blog
    If you see a list of four posts, three with “6 comments” listed and one with “145 comments” listed, which post will you read? Probably the post with 145 comments. Clearly, it is an interesting discussion and many people actively participate in it. We like to see what others are talking about, and we are more likely to participate in conversations where enough people are involved.
  • Collecting new ideas for new content
    Has this ever happened to you? Write a post that receives comments that seem like real themes. You will soon think that it is better to write a new blog post because the topic has expanded, all thanks to the comments section… which becomes a real source of inspiration!
  • Create Direct Writer
    Interaction The blog comment section is the best place to interact with the author and get feedback directly from the source. Having direct communication with the writer allows you to be much more involved. The comments on the blog in fact dispel misunderstandings allowing readers to have direct contact with the authors of the posts.
  • Increase customer engagement
    The comment theoretically also increases customer engagement, leading them to subscribe to the newsletter or even buy a property after requesting information.

What you have to avoid, however, is to accept comments such as “Nice post” or “Wow a great guide”, which do not add any kind of value. In fact, having a blog that is full of similar comments has serious consequences such as:

1. The loss of a competent commentator
When there are 10-20 comments in a post such as “Great post” “Useful post” and so on it is not worth spending 5-10 minutes to add a comment. Users prefer to switch to another blog that has smarter and more engaging comments.

2. The uncontrolled
increase in web space
 How many agents complain about the increase in management costs related to the size of the website database? Certainly not many, given the reluctance of Italian users to comment on real estate blogs, but there is the possibility that this occurs mainly due to the useless comments that are piled up in the blog posts day after day.

For this you can resort to remedies for example by implementing comments only through registration, and this will help you to have a screening of the subscribers to your website. This will also allow you to have more involved and better-profiled users, with the possibility of working with them in subsequent phases in terms of real estate web advertising in order to profit even directly.

7 good reasons to treasure negative comments on your real estate blog

Now that we have seen the importance of intelligently managing the often uncontrolled flow of comments, let’s try to deepen the advantages of also having constructive criticism, deriving from negative comments on your real estate blog. In fact, we have found seven benefits that negative comments can bring to your content marketing strategies for real estate agencies, here are:

1. They help you not to rest on your laurels

When you need to create compelling and coherent content at the same time, it’s easy to overlook your own sources of information along with the topics covered. Enabling comments ensures that in case you are neglecting the quality of your work, someone else will be there to tell you about it, and nothing can motivate you better than a critical reader.

2. They give you a second chance

Imagine that, despite your best efforts, you failed to impress one of your readers. Without the ability to comment, that person will likely no longer follow your blog, and you will have lost an important lead. Enabling comments will keep skeptical readers on your blog long enough to respond and prove them wrong.

3. Show that you listen to your readers

By enabling the comments section on your real estate blog and also dealing with negative comments, you are showing readers that you are interested in their opinions. By participating in the first-person conversation, you demonstrate that you are willing to leave your ivory tower and confront the audience. In any case, you are becoming more human and empathetic and readers prefer to do business with people who listen to them and respect their opinions: personal relationships in the real estate world count and not a little!

4. They improve and expand your content

Responding to comments is very different from writing content for your blog. In a way, it’s simpler: certain types of comments, for example, can provide you with a wide range of ideas to inspire you. However, comments require some diplomacy when writing, which is not the case in articles. Responding to negative comments also gives you a chance to develop your most critical part, which can come in handy when dealing with controversial topics with your customers.

5. They earn you the esteem of the readers

It may sound unpleasant, but providing quality criticism in the comments of other users’ posts can earn your audience’s esteem and create backlinks to your content. Just remember to be as respectful as possible and focus on the most followed blogs, otherwise, it will seem that you are only getting angry with the small audience. Alternatively, you can also grab the attention of the writers you admire by coming to their defense, thereby increasing your chances of getting publicity or having a guest post.

6. They give you more credibility

It turns out that the best thing for consumers is not to see negative reviews but to read transparent and trustworthy reviews. Seeing some negative ones is physiological, the consumer often goes to look for those: the user sees maybe 10 thousand reviews, but wonders what those who have not been satisfied with the service have to say. If he then sees that the agent has behaved well in case of issues, and has publicly responded to the review, then he will be more convinced to take the next step.

7. They help you check customer reviews

If you don’t let customers comment, it doesn’t mean they don’t comment on other websites. Customers also comment, often negatively, on other channels, so the agent will still have criticisms without being able to control them. When you receive negative comments, in addition to having useful information to improve your business, you also have a way to recover the relationship with the customer.

How to deal with negative property reviews and comments

In real estate transactions, constant follow-up and communication is required to satisfy customers, all while dealing with many customers at the same time. Sometimes, when things go wrong, customers can use other channels to communicate their frustration, which could make you think your business could be falling apart at any moment. Don’t let that happen! Here are some ways to avoid falling into total despair.

1. Keep calm and show users that you are listening to them

Most of the time, negative comments are used as a last resort by customers when they think they haven’t been heard or understood. Maybe it was a simple misunderstanding, or a bad day, or a text that was misread and misunderstood … In real estate, business is stressful and you, as your clients’ trusted real estate agent, need to try to keep calm. If you come across negative reviews or comments, you should always reply. An unanswered bad review becomes true in the eyes of the buyer. The most important thing is to let him know that you are listening to him and reading his feedback.

2. Respond quickly and kindly

Be proactive with your responses online. Think before you answer, and don’t be rude. This kind of professionalism shows that you care about your customers, regardless of the communication channel they use. For example, you could say:

“Hello, Marta! We are sorry that you had a bad experience with our service when buying your home. We have been operating in the real estate industry for over 25 years and have served hundreds of sellers and buyers in our city, always striving to offer the best possible experience to our customers. Clearly, we have let you down on your path, we apologize, let us know what we could do to fix it. “

3. Turn negative into positive

If you think customers are dissatisfied, try offering them a small gift card, a couple of tickets to a show, or a donation to a charity of their choice.

4. Make sure that reviews are under control

The best thing you can do to proactively check your reviews online is to ask for customer feedback within 7-10 days of completing a transaction. Offer them a way to write comments and communicate with you. Be available and provide simple means of communication.

5. Recognize the reader’s point of view

If a customer says something you disagree with, go out of your way to listen to them. In other words, create a “yes … but” response, writing at least one paragraph about why he is partly right. People always want to be right.

6. Ask questions to find out why the user doesn’t think the same way you do

Focus on statistical facts (data, data, data, with a minimum of emotion) and show how you reached your conclusions. Try to understand why the user has a different opinion from yours.

7. Always keep the discussion on the subject, not on the people

If you still disagree with whoever commented at the end of the discussion, acknowledge that you have a different opinion. Never tell a user “You are stupid” but “Your answer is not smart”. If the user persists in responding aggressively, stop responding to his provocations.

8. Use the “feel, felt, found” technique

When you fight back, talk about why your user is wrong: “I understand how you feel, but this is why you are wrong.”

9. Answer the most negative comment first

Answer the most negative comment first, remove your tooth right away.

10. Acknowledge your mistakes

If you were wrong and your mistake angered the user, admit that you are wrong. Do not attract the ire of other readers and do not be too proud, you risk driving users away from your blog.

How to increase comments on your real estate blog

To get more comments, you need to ask your users to comment!
At the end of each article, ask readers to share their opinions, experiences, and provide suggestions for improving your blog posts. Various studies have shown that using “open questions” or explicit requests generates more comments.

Monitor your comments and provide valuable responses.

If you want to increase the comments on your website, do your best to provide your users with useful and comprehensive answers.
Also, when you write comments, write them correctlydouble-check what you wrote, ask questions, and always address the user by name.

When replying to comments, you show users that you care about their opinion. Cite industry bloggers and maybe let them know about your post or comment. This approach can lead to profitable collaborations and higher traffic volumes for you and your partners.

Simplify the process for commenting

If you want to increase the comments, you need to make the process as simple as possible. Avoid having systems on your website or real estate blog that require users to log in before leaving a comment.

Give space to all the opinions of your users

Create a real community and welcome the opinions of users. Perhaps, these may not agree with what you wrote in your article or with a comment you left. However, try to welcome them in a positive and constructive way. But be careful: this type of comment is different from those left by so-called “trolls”, users who often leave offensive responses both to you and to other readers.

Remember, therefore, that not all negative reviews are harmful, and knowing how to respond correctly becomes an opportunity to show that you care about customer satisfaction, which will have important results in your real estate business. Hopefully, this article will help you deal with comments that are, so to speak, not quite friendly.

As a real estate agent, have you had experiences with negative comments that you would like to share? Tell us your story in the… well… comment below!


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.


GDPR and privacy for real estate agents: data processing

Privacy is important for all of us, everyone should safeguard it especially in the workplace.

A modern real estate agent cannot afford to underestimate this aspect of his daily life, finding himself in contact with the personal data of his clients on several occasions and with the most varied facets.

Therefore, the correct processing of data becomes a must for the mediator, even more so by virtue of the stringent privacy regulations that have followed in recent years, up to the introduction of the much-discussed GDPR.

Normative requirements

Italy is a country that has always been at the forefront with regard to privacy regulations, think of the Code regarding the protection of personal data, also commonly known as the “privacy code”, or the Legislative Decree no. 196 of 30 June 2003, in force since 1 January 2004.


The introduction of the famous GDPR

As is known, on 4 May 2016 the European Regulation 679 was published in Italy, in full General Data Protection Regulation, known as GDPR (General Data Protection Regulation), a European Union regulation on the processing of personal data and privacy.

After a period of about two years for all companies in order to adapt, on 25 May 2018 the privacy legislation officially came into force and the right to privacy has thus become a fundamental right: in Italy, the Legislative Decree 101 of 10 August 2018 sanctioned a sanctioning truce and on May 20, 2019 the first checks and sanctions began.

Finally, after other small truces, from January 2020 the verification and control activities on privacy regulations are at full capacity in our country.

What is personal data?

The regulations enacted in recent years have meant that there is no longer privacy protection for legal persons, but only for individuals. In fact, personal data is nothing more than any direct or indirect element, capable of identifying a natural person.

Real estate agents are often convinced that in their daily work, they should not become aware of the sensitive data of people and therefore that they should not comply with current regulations, but beware: the current legislation does not only speak of sensitive data but of all personal data, therefore relating to natural persons residing within the European Union.

The list of personal data according to European legislation

These data cannot be processed without the consent of the interested parties and we are talking about:

  • Data of minors (Article 8 of the GDPR);
  • Particular data (Article 9) or former sensitive data, to which biometric data such as fingerprint, particular facial features, data on political and sexual orientation have been added;
  • Judicial data (Article 10), which concern criminal convictions and offenses.

While common personal data can be processed according to different conditions of lawfulness, as regards the three categories set out above, the data can only be processed with the free and express consent of the interested party.

What is meant by the processing of personal data

The processing of personal data is any operation or set of operations carried out on personal data, therefore relating to natural persons. This means that if my mailing list, for example, collects the e-mail addresses of legal persons, I am not obliged to respect any privacy constraints.

When you receive an email containing personal data, the processing of the same must already begin, even if the real estate agency does not collect that data: this is why any real estate agent should comply with current regulations.

When is the treatment lawful?

One of the main requirements to understand if you are treating a data in the correct way is that of lawfulness: a treatment is lawful only and exclusively if you have a legitimate reason to process it. 

For example, the mandate to sell or rent a property received from the owner already justifies the processing of that person’s data, in the event that the latter’s signature is present in the consent to treatment. In fact, it is not sufficient to provide the owner with information on the processing of data, but the relative consent must be made explicit and therefore signed.

Practical and concrete examples in the daily life of a real estate agent

The publication of an advertisement for the sale or rental of a property on a real estate portal by an agency, in the event that the publication of the photographs of the same is also envisaged, requires the express consent to the processing of the principal’s data.

Similarly, consent is required in the event that an email marketing campaign is to be carried out on a database of leads, who therefore must consent to the sending of advertising material via email by the real estate agency.

In the event that the data of potential customers are collected on social networks, it is possible to contact them only if they have expressly agreed to be contacted by the agency, otherwise any attempt to contact is illegal.

The purpose of the data processing

Another fundamental requirement is that of the limitation of the purpose: if the data of a natural person have been collected for a specific purpose, obviously with the express authorization of the interested party, it is not possible to use those same data for a different purpose.

This means that if a client in the past has signed an assignment for the sale of a property to a real estate agent, the same mediator will not be able to contact him again in the future through a marketing action to propose an investment or another property to buy. Likewise, signing on a visit sheet does not justify being able to contact that person again for real estate proposals.

Unfortunately, it is not enough to be in good faith and act in the interest of that customer, but in order not to incur sanctions or disputes, it is necessary to act in any case within the framework of legality.

Obviously, what is legal or illegal is not the marketing tool that is used, such as management software, a CRM or software for sending newsletters, but the methods of acquisition, management and storage of the leads that are then loaded on their tools, to be used finally for web marketing campaigns.

Who are the privacy members?

It is important to define who intervenes within the privacy system of your real estate agency, i.e. all the figures involved in this process:

  • The data controller, which is the real estate agency in the (physical) person of the owner;
  • The person in charge of the treatment, or the person who works on behalf of the data controller, such as a business agent with VAT number or a real estate agent other than the owner;
  • Authorized persons, i.e. agency staff, who have received specific training in data processing by the owner.

Who is the external processor?

The data controller, in practice, could receive personal data directly from customers who enter the agency, from a colleague, from a real estate ad portal.

Subsequently, he entrusts the data received to a VAT number collaborator, defined as an “external processing manager” through a written mandate or a document signed by the owner. In this case, the processing will be bound to the assignment entrusted by the owner and will not have any other purpose than the one commissioned, such as eg. show the apartment you are visiting or post the ad on some real estate portals.

When the collaborator, on behalf of the data controller, acquires the data of the people who must view the property, he does so by means of the forms that the data controller has already produced with the customer, and consequently can act independently with that same customer.

The obligations by the data controller

To comply with this type of relationship with your collaborator, the real estate agent responsible for the treatment, therefore:

  • Must acquire from the customer the authorization to process the data
  • He has to handle it properly
  • He must have defined a practical organizational model in the company to determine who is in charge of what
  • It must have established in advance what are the minimum security measures within the real estate agency (through the principle of accountability or responsibility of the data controller with regard to the protection of privacy)
  • He must have appointed the employee responsible for the treatment by providing him with the information in writing

With regard to the method of transmission and acquisition of information to customers, instant messaging apps such as Messenger or Whatsapp should be avoided, preferring more suitable methods such as the transmission via email or better via pec of communications containing the reference via link to an ad hoc information notice contained within its website.

For sending to the customer, the form can be the classic one written on paper, with an authentic signature at the bottom, or the digital signature obviously remains very valid in the case of electronic sending, to have the maximum protection in the proof of transmission of the information.

The case of receiving personal data from a portal

On the other hand, when a transfer of personal data is received from a real estate ad portal, from an MLS or other types of platforms, the authorization to process the data lies with the portal itself, which originally acquired the data. and is, therefore, the owner of the treatment of the same.

In this case, the real estate agent can act without presenting any type of information to customers, but it is obvious that he will have to process the data received exclusively for the purposes for which the data were transmitted to him.

When and if the lead or prospect received becomes a contact and therefore could become a potential customer, it would be advisable to have him also sign his own information.

But beware of the reverse case, that is, the one in which we want to transfer the contacts in our possession to third parties, such as colleagues, business brokers, and collaborators, to MLS: it must be borne in mind that in this case, for the passage of contacts, it is necessary that they have given their consent to the transfer of their data to third parties. Therefore, always pay attention to the purpose of the treatment!

Is it possible to delegate the ownership of the treatment to an external party?

We know: real estate agents, especially agency owners, are very busy. It is certainly possible to delegate someone to deal with the processing of the data, and therefore to appoint him/her responsible for the treatment, but the ownership remains with the person who acquired the data.

At that point, however, it is normally necessary to follow the chain of communications between the owner, the managers and all the sub-managers: the owner must be able to understand at any time where the customer’s data is and to delete it at the request of the customer.

Data processing by a third party real estate agent

In the event that a real estate agent finds himself dealing with a client’s data transferred by a collaborative agency, the latter will have to submit to him a liability contract limited to that specific client, or generic in the case of continuous collaboration.

At that point, the controller will act on that client either through the authorized persons within their agency, or directly, or through the sub-processors. The important thing is that the data controller is informed by the person in charge of the path of the personal data transmitted.

The obligations regarding the information

The regulatory obligations concern 4 levels:

  • Organizational model of privacy, i.e. the formalization of documents such as the organization chart, relations with third parties, storage times and specific training.
  • Formal adaptation, i.e. appointments, disclosures, consents, keeping the treatment register.
  • Risk management, which consists of IT and logistical security measures to be adopted in the agency such as pseudonymization, encryption, anonymization and tokenization; periodic vulnerability assessment; DPIA; privacy by design or by default.
  • Updating and control, such as procedures, policies and periodic audits to be completed and documented to show the methods of surveillance of managers and appointees.

To be “compliance” with current legislation, the information must not only be correct from a formal point of view but also accurately reflect the organizational structure of the real estate agency.

The owner and the data processors must be able to demonstrate the effective adoption, according to the accountability principle, of measures aimed at applying the regulation, and this is possible only if upstream there is a document that precisely defines the whole process.

What are the rights of the customers?

The data controller must obligatorily respond within one month to all privacy requests received, and by doing so he can extend the time to fulfill the request up to three months if this provides for longer resolution times.

The GDPR has introduced some fundamental rights for data subjects:

  1.       Art. 15. The customer has the right to access their data: what are the data that the real estate agency is processing, what are the purposes, where the data were acquired, as well as the lawfulness to process them.
  2.       Art. 16. The customer also has the right to object, as he may request, except for legal obligations or for reasons that have greater importance than that of the protection of privacy, the opposition to the processing of data, such as eg. the request to stop receiving the agency’s newsletters.
  3.       Art. 17. Another fundamental right of the customer is the right to be forgotten or to cancel their data.
  4.       Art. 18. Right to limit the processing of data, in the event of opposition, unlawful processing, dispute: this means that the interested party has the right to have his data used limited to what is necessary for the purposes of conservation.
  5.       Art. 20. Right to data portability: the interested party has the right to receive, in a readable format, the personal data concerning him provided to a data controller, as well as the right to transmit such data to another without impediments data controller.

The risks in case of failure to respect the right to privacy

It should be borne in mind by the data controller that anyone can contact the Privacy Guarantor in a very simple and completely free way, by submitting a complaint without the help of a lawyer on the appropriate website. The Guarantor at that point is required to verify and take any measures.

The penalties provided for in the event of non-compliance with the regulations on the GDPR and unlawful processing can be very high, leading to criminal provisions that also include imprisonment.

In light of this, after having treated the subject with such specificity, you have no more excuses, all that remains is to adapt to the legislation on the GDPR: real estate agent warned, real estate agent saved!


Real estate and social networks: YouTube real estate

A real estate YouTube channel can be one of the best ways to do Internet marketing. YouTube has seen many challenges in the online video market, but despite the competition, it remains the primary platform for real estate video marketing.

To best use YouTube for real estate, you need to know how to optimize your real estate video marketing plan for your YouTube channel. To start using it, here is our guide.

The advantages of a social network

YouTube was born in 2005 and in a short time became the most important video sharing channel on the Internet, allowing the online sharing of videos, presentations, and films by both people and companies. In 2006 YouTube was acquired by Google, remaining the undisputed leader of online videos for years; only in recent years has Facebook tried to act as an alternative, giving much more space in the home to visual content, videos in particular.

In any case, YouTube remains the specific reference point for videos, although it has transformed over time into a real social network, able to give its users advantages such as:

> Visibility on search engines

The videos uploaded to YouTube can be optimized for one or more keywords relating to the real estate sector: this means giving the opportunity to users subscribed to the channel or simply to those who search for certain words related to Real Estate on search engines, to find precisely that video. In fact, it is easy to see how Google often shows videos taken from YouTube, as well as in the Google Video channel, even in the first pages of the organic results.

> Accesses to your website

You can insert a link to your real estate agency’s website in the description of each video. In this way, if you manage to capture the attention of your audience, users could easily click on the link that leads them to your website and visit the pages of the properties for sale. This will greatly increase your chances of growing leads and customers.

> Potential virality

Videos are subject to “virality” much more than images, even more so than articles or press releases. To increase the chances that your article will go viral, accompany it with a funny video, and you will see that it will be shared much more by users on social networks.

Video creation and optimization

social network youtube real estate weagentz
When you create a video, you have to invest your time both in production and promotion, or you will risk receiving very few views and shares.

So make sure you follow some essential steps to make videos that give you a satisfactory return in terms of visibility, access to your agency’s website, even virality (if you are really good!)

1. The care of the design

The graphic aspect of your agency must be taken care of wherever you are present online. In your YouTube channel you can insert a banner and a profile image, then insert those that have the name of your brand, your contacts and a photo of one of your best properties.

2. Agency data

There is nothing better than sharing your agency’s contact information. But don’t assume that your audience knows how and where to find you on social networks, or even how to find your website.

Provide links that allow interested people to easily contact you by phone or email.

3. Creating a YouTube real estate plan

It is important to have a long-term vision for what you want to achieve with your YouTube channel and to be consistent with your production, the length of your videos, the graphics and the value proposition.

The best way to create this plan is to first understand which subject and which angles are best for the audience.

4. The choice of themes

There are several topics that you can cover in your videos: for example, clips highlighting the tasks that every seller and buyer need to know can position themselves as a very useful resource for you and your contacts.

Buyers and sellers want to know if the market is growing in their areas of interest, both from the point of view of the value of homes and that of job opportunities. Why not tell them via video?

The primary interest of each of your contacts will in any case be to look for a property of their liking in your portfolio, so making videos that show every corner of your properties can be a very effective real estate YouTube strategy.

Take inspiration from the most successful real estate agents and study their videos, this way you will understand how to create clips for your real estate YouTube channel. For example, if you like how an agent tells the main news about a given neighborhood, write a text that deals with the same theme but concerning a neighborhood affected by your market.

5. The choice of titles

It is essential to think about the titles for your real estate YouTube videos so that they have relevant keywords and entice users to watch them.

If you want to create a series of videos, think of a title that you can use and then insert a subtitle for each new episode.

6. The choice of tags

Choose tags that are appropriate to the content of your videos, as the search for videos on YouTube, but also on Google and search engines in general, is closely connected with them.

Appropriate tags ensure that your videos are recommended by YouTube to users with compatible interests in the real estate world, or that they appear as “related videos” compared to the videos of your direct competitors who use your same keywords.

Use all 500 characters at your disposal by alternating a mix of specific and generic tags. In order to strengthen the positioning of your video, use the keyword you entered in the tags first in the title, also paying attention to rename the file with the main keyword used to optimize it.

7. The creation of the miniature

The thumbnail is a key factor in the success of your real estate videos, as it determines the likelihood of users clicking on the videos. It is YouTube that recommends using thumbnails that have attractive, clear, high-resolution graphics.

Do not use deceptive images for the purpose of increasing views, as this type of attitude will be punished by YouTube and will end up having the opposite effect. The preview images must in fact represent the contents of the videos faithfully, as well as complete the meaning of the titles.

Always pay attention to the fact that many users are likely to view your videos, and even earlier your preview thumbnails, from mobile devices. So no to writing that is too small, which from mobile will become tiny and illegible, and attention to every detail of the image.

If the preview is not displayed correctly on Facebook, we recommend that you use the Facebook Debugger.

8. Inserting annotations

Have you ever noticed interactive texts appear in the YouTube video in order to keep your attention high and tell you what actions you should take? These are the “annotations”.

You can use the annotations to suggest to your users to subscribe to your agency’s channel, or to the Newsletter (we have an entire article in which we discuss how to create the Newsletter ), or to invite them to watch the video of a property with a super price. discounted.

Unleash your creativity in creating these texts, you can also redirect viewers directly to your website, blog or Facebook page of your real estate brand.

In fact, annotations in your videos can be essential to insert your CTAs. Whatever the CTA you insert in your clips, remember the essential structure of the latter: a direct text, explaining why you want the viewer to be encouraged to click; and a link that takes them to the page you promised.

9. The trailer and featured videos

Create a Trailer to get YouTube users to subscribe to your real estate agency’s channel, or alternatively set the latest uploaded video as a featured video.

Also promote your videos through “Featured Content”, a YouTube feature that will allow you to annotate all your videos automatically. By doing so you will have the opportunity to give visibility to the last video uploaded or to a playlist in which you have inserted it.

10. The choice of description

Try to connect with the viewers of your real estate videos by adding relevant, creative and engaging descriptions, with links in the right places.

Inserting a couple of sentences that summarize the concept of your video won’t help you. Rather, insert a series of paragraphs that explain in-depth the content of the video, so that those who want to see the video will know what it will talk about even before they see it.

Pay particular attention to the first three lines, which will be those actually always visible on the video page without the need to explore the entire description: enter the most important keywords and the tags you used, perhaps trying to induce users to subscribe to the channel or visit your agency’s website.

11. The creation of playlists

Is it possible that your videos could enter the first pages of YouTube results for competitive keywords? It is not easy for this to happen, but you can try by curating and optimizing the Playlists in which you insert your top videos.

The goal is to provide your audience with different content that is linked to each other. Write short coherent descriptions in your Playlists and assign them names that are particularly meaningful for the real estate sector, possibly containing keywords often used to search for your content. Finally, insert the videos in the Playlist, and that’s it.

12. Promotion on social networks

You can create as many videos as you want, but without promoting them they will never reach the potential achievable in a good real estate YouTube strategy.

Any social channel managed by your real estate agent can become an excellent ally for promoting videos created on YouTube. Among these, Facebook is undoubtedly the most interesting social network, both for the number of active users ready to “Like” and shares and for the importance of visual content.

Do not snub Google+, much less LinkedIn and Twitter, while if your real estate brand is mainly based on the visual, as in the case of the majority of real estate agencies that promote homes for sale or rent, for the promotion of videos you can think of activating a Pinterest account.

13. Publishing on blogs

Since we assume your real estate agency has a website, create an article specifically for the video you are uploading to YouTube. In this way, the video will also be ready to be viewed by the readers of your blog ( you don’t have a blog yet ??), while you will help increase the positioning of the video by creating a link to it.

Using YouTube Analytics you can find out which blogs have incorporated the videos published on your real estate channel: you could contact them to start a form of collaboration or mutual sharing of the videos in their respective user communities. This type of win-win partnership will give you significant benefits in your real estate Youtube strategy.

14. User comments

We have already told you about how important it is to respond to comments instantly. It goes without saying that the number of comments is able to influence the popularity of content exponentially, so if one of your videos receives a lot of comments and interactions already published, it will be more favored in the search results that will occur in the future.

15. Have fun with drones

Drones offer real estate agents a myriad of ways to showcase the homes on their listings with a new and affordable perspective.

Understand the role drones will play in your marketing efforts and how to use them effectively. Incorporating drones into your real estate web marketing strategy just because you want it might not be the best solution.

Be aware and well prepared on how to distribute your videos: you will have to upload and manage the videos of your client’s homes on suitable platforms such as, in this case, YouTube.

How to make your YouTube videos native to Facebook

Now a rhetorical question, which mainly concerns real estate agents used to self-produce videos to advertise their properties, or institutional videos about their agency and their real estate team: have you ever shared a YouTube video on Facebook? Are you satisfied with the interactions (likes, comments and shares) you received on it? We’re pretty sure the answer is No! The reason this happens is that they are not native Facebook videos, therefore they have a very different layout from what users who use the social network are used to.

In fact, instead of large-format and captivating videos, which immediately capture the attention of users, the videos shared directly from YouTube are small and accompanied by a description in thumbnail, certainly a not very stimulating view to the interaction by the other users. Do not worry, for this kind of “problem” we come to your rescue by proposing to use a free tool, which will allow you to view videos from YouTube as if they were created directly on Facebook: YT2FB.

For copyright reasons, it is not always possible to download and then reload YouTube videos on Facebook. This tool, however, allows you to share videos on Facebook from YouTube without giving up the possibility of creating an optimized preview for this social network. Using this software you will have the possibility to capture the attention of your audience in a much more effective way, managing to increase your interactions on the videos (try it for yourself!) While sharing from YouTube.


Online videos have given real estate agents the opportunity to take advantage of more options to get noticed completely for free. Videos are popular with customers interested in your market, and your clips can help them find you easily, as well as add value to your market experience. Add a good YouTube real estate strategy by following our advice, the results will be tangible.


 Real estate and social networks: Pinterest real estate

Your real estate agency’s website is up to date and well done. You have organized and planned the publication of new posts every week. You have created your Facebook page (of course!) And you are considering another social media that allows you to share your posts and give more visibility to your website. Have you tried to consider planning a real estate Pinterest strategy?

Your real estate Pinterest strategy

Buying, selling and renting houses are processed closely linked to the image. Precisely for this reason the Pinterest – Real estate agency binomial is getting stronger every day, to the point that the social network in question has proved to be a real trusted companion for professionals operating in the real estate market. In fact, by offering the possibility to show photos and content with attention to the smallest details, Pinterest can certainly make a significant contribution to the visibility of your brand. Thanks to the creation of boards, which is a set of pins grouped according to a common theme, and the sharing of high quality images, you can attract the attention of Pinterest users, and drive traffic to your website.

Using Pinterest in your business can be an efficient and effective way to build a personal relationship with your customer that is built on trust. Furthermore, this platform is widely populated by people looking for new ideas and new products to buy: in fact, 93% of users say they use the site to plan purchases.

For these reasons, Pinterest is an excellent platform, which must absolutely become part of your Social Media marketing strategy. Organizing a series of Pins (the equivalent of posts on Pinterest) to be published frequently during the day, can certainly help strengthen your presence on social networks, thus ensuring that all your new content is seen and shared within. of these platforms.

The steps to follow

Whether you are a completely new real estate agent or you are already quite experienced, we offer you a series of steps to follow to set up an effective real estate Pinterest strategy.

1. Define your target audience

The first step to take is to identify the niche to target within the vast real estate market. To do this, we advise you to answer a series of questions: what type of real estate agent do you identify with? Do you specialize in renting modern city skyscrapers or beachfront properties, or more? Defining your target will help you understand the most appropriate type of content, which is able to attract the attention of your customer. The fundamental element, in this case, is the maintenance of a common style in the publication of your images. For example, if you specialize in the sale of properties located in ski areas, it is important that you focus your attention on images that are as relevant as possible, such as beautiful views of snow-capped mountains, forest trails, warm atmospheres around a fireplace. with a good glass of hot chocolate.

2. Create the right boards

After creating a Pinterest account, before you even start pinning interesting content, you need to create Boards. The goal of these boards is to make potential customers discover interests they don’t even know they have. In this case, it is important to sell a real lifestyle, not just a product: don’t just show your customers your products or services, show them how all this can improve their lives.
It is therefore important to create boards that are in line with the tastes of your target. Take a look at your Pinterest page: would your Boards be able to spark interest in a Pinner and convince him to browse your Pins? Do you think your Pins are useful and valuable? If you can only give negative answers then it’s time to make some interesting changes! Follow a series of simple but extremely effective steps, which will allow you to highlight your real estate agency.

to. Make the titles of your boards obvious: even if creativity is a fundamental element, when it comes to choosing a title enter the keywords your target is looking for so that your board is shown in the search results of a potential customer.

b. Don’t overlook the description of your boards – Pinterest gives you the ability to use 500 characters, so make sure you make good use of your keywords here as well. This will help you to highlight your real estate agency, and therefore have a better chance of expanding your customer base.

c. Specify the category to which your boards belong: if you want your boards to be found by your target, you absolutely cannot forget this step! This will give you even more opportunities to increase your visibility in real estate searches.

d. Place your main boards at the forefront – the way you organize your boards can also have an effect on attracting new customers. 80% of Pinterest users use their smartphones to browse this social platform. For this reason, the organization of the Boards becomes a strategic aspect: put the Boards that you consider most important at the forefront, which can concern, for example, the services you offer or the list of houses for sale.

And. Organize your Boards based on topics: each board must have a different theme to ensure that visitors can find what they are looking for quickly and easily. To understand what are the best topics for your boards, start by defining the characteristics of your ideal client and then discover their problems and therefore also how they can be solved. Identify the questions that arise and give them an answer. Find out what motivates them and what gets their attention and… provide it.

That said, you can proceed with choosing the topics of the boards: it is important that your boards arouse interest in your target. Instead of just dwelling on the creation of the now overwhelming listings of properties, you can think of creating different and more stimulating types of content. Here are some examples to take inspiration from for your real estate Pinterest strategy:

– Interior decorations: images relating to rooms designed by famous architects or specific solutions to renovate, for example, a fireplace, or to create a bar area, or other.
– Kids Rooms: Collection of ultra colorful and fun kids rooms.
– Different boards are dedicated to individual rooms, with different furnishing solutions.
– Useful tips: small solutions or furnishing elements that will make your home more welcoming, or even suggestions to enhance small spaces or real renovation projects.
– My ideal home: photos of dream properties, with endless green meadows, picturesque bridges and natural streams that line the garden.
– Do it yourself: beautiful, efficient, fun but above all simple to make solutions.
– Cycle and recycling: useful ideas and tips for recycling things otherwise destined for the garbage.
– List of houses for sale or rent: obviously it is important to have a board that refers to houses for sale or rent. Use real images, which can attract the attention of your potential customers. You could also think about writing more lists based on the key elements of the various properties (eg houses with swimming pools, houses with modern furnishings, country houses, etc …).
What’s beautiful about the neighborhood: this board cannot be missed and is linked to the previous one, showing everything you can do or see around a house (e.g. schools, the best restaurants, places to visit, shops, what to do in …).
– Houses sold: to show all your successes and your sales, preferably also accompanied by the testimonials of your customers (obviously in a short and effective way).
– Staff: real estate agencies develop a personal relationship with their clients, so not only do you need to know them in-depth, but they demand the same transparency from you. This allows you to increase the trust and solidity of the relationship. To build a board that talks about you and your team.

3. Collaborate with others

social media marketing pinterest real estate

Pinterest, like any other social platform, is not just about you and your business. It is important to follow other people and share interesting pictures posted by other profiles. Don’t get stuck in your own little world, but become an active and sociable pinner! Once you’ve signed up and created your account, follow other people or specific boards that may interest you, belonging to your industry (e.g. other real estate agents) or related areas (food, travel, jewelry, DIY, decoration, etc…). This way you will get more visibility and therefore you will have a better chance of being found by potential customers.

Another tool you can use to expand your network is group boards specifically for real estate agencies. Within these boards, everyone who is part of the group can post pins. So what changes compared to the classic Boards? Simple: when a pin is added, all the followers of those who are part of the group can see it, thus expanding your presence on the social platform exponentially.

4. Connect your boards to your website and all your social profiles

What is all this brand promotion for if you don’t spread the word? Linking your Pinterest account to your website is essential. The main elements to consider to attract people to your real estate agency’s website through Pinterest are basically two:

to. The content published on your blog: it is important to give users something worth clicking on, so share content with a good title, able to capture the attention of your target.

b. The image used: as repeatedly reiterated, being Pinterest a social network based on the sharing of images, these are certainly the most important element, able to whet the attention of potential customers. So you have to choose a high-quality image and link it to your blog post. To do this, you can follow two ways: share the post directly from your website, thus using the images contained therein, or create an ad hoc Pin within one of your Boards with a new and captivating image and insert the link to your website. We personally recommend this second option. Be careful though, do not use images taken from Google or other sites related to the real estate market, as this is a potential copyright infringement. To overcome this problem, we recommend paying a monthly subscription to specific websites, such as Shutterstock or iStockPhoto, which allow you to find compelling images without violating any rules.

In addition to all of this, make sure you connect Pinterest to other social media as well, such as Twitter or Facebook. This way you can, for example, use the popularity of your Facebook account to attract followers on Pinterest and use Pinterest to drive traffic to your Twitter profile.

A study carried out by Hubspot has shown that Pins are more likely to go viral, for example than tweets: more than 80% of pins are reposted, while only 1.4% of tweets are re-tweeted. This once again underlines the importance of Pinterest as a brand promotion platform.

5. Get involved

It’s time to post your Pins. In this case, you have two options: share content posted by people you follow, who you find interesting and relevant to your business and the services you offer, or publish completely new Pins. As in the case of boards, a description can be added for each pin. Instead of seeing it as one more thing to do, consider it as a way to optimize your search engine presence and gain more exposure. Write a description that contains your keywords and that catches the attention of visitors, also adding some hashtags, and a link to your website. For each of these Pins, it is then important to define the board they belong to on the basis of the topic dealt with.

Here are some tips for making the most of your Pins’ potential:

to. Posting Pins that are particularly interesting and that have a high-quality image or video: blurry, poor, and boring images or videos do not attract anyone’s attention and therefore have almost no chance of being shared.
b. Use the so-called ” Rich Pin “: this type of Pin can really make a difference. Their main features are bold title and a better web link, which make it super effective and super visible.
c. Keep Pins descriptions simple and engaging – people are on Pinterest to look at photos, not to read novels. So as we pointed out earlier, try to write a description keyword-rich and short. You could even ask questions, to make the user feel more involved and thus encourage him to comment (eg “Can you picture yourself in this house?”).
d. Add the link to your website to the description: this not only serves to redirect your followers to your site but also to make sure that even when the Pin is shared, other users can reach you. Furthermore, directing potential customers to your website ensures that they can obtain more information, which will be decisive for their eventual conversion.
And. Make friends with hashtags: Enter hashtags that are relevant and relevant to the services you offer and to your account.

Last, but not least, you need to interact with your followers. Comment on Pins posted by others, reply to comments on your Pins and thank those who shared your Pins. As in all other social media, your Pinterest real estate strategy must be based on building relationships with your potential clients or other real estate agents.


There are thousands of types of businesses that populate Pinterest – if you want to stand out from the crowd, share what makes you unique! By following our advice you will succeed: with a little effort and in a short time, you will be able to use Pinterest in the best possible way, to reach all your potential customers. But be careful: as with all social media, you must have a constant and active presence on Pinterest, to reply to comments, to comment on other Pins and to share new and interesting content on your boards. Only in this way can you develop a truly effective real estate Pinterest strategy to increase the web reputation of your real estate brand.