Local content marketing strategies for the real estate agent

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

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

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

Think locally, act locally

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

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

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

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

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

What is real estate local content marketing?

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

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

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

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

What is local SEO in real estate?

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

Local content marketing: what are the objectives?

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

  • Attract qualified traffic to your website

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

  • Generate links pointing to your website

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

  • Stimulate social sharing by users

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

  • Improve your brand awareness

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

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

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

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

“Fantastic content and where to publish it”

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

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

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

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

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

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

Publish your content on your website and external web pages

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

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

How to find local websites to publish your content

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

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

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

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

How can you measure the success of your campaigns

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

What tools to use?

1. Google Analytics

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

2. Social share

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

A continuous process of content production

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

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

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

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

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

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

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

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

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

The content is ready. How to promote it locally?

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

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

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

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

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

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

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

Measurement and reporting activities

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

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

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

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

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

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

Real estate agencies: localized contacts = profiled contacts

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

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

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

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

 Facebook

 Facebook’s complete guide to the real estate sector

Have you tried to “advertise on Facebook” and, despite the efforts of time and money, you have not been able to achieve the desired results? Do you want to maximize and make your agency’s activities on social networks really effective? Here is a complete and advanced guide for you to use Facebook in real estate, follow it step by step and you will see that the results will not be long in coming.

In fact, there are a number of reasons that should push licensed real estate agents to adopt the use of a social network such as Facebook, both personally and for their own agency. We have already talked to you about how to take your first steps on this social network now known all over the world, but now the time has come for you to do a little big upgrade!

If your goal is an international clientele and therefore sell your home to foreigners, then know that your customers are probably all on Facebook: the data show that there are 2.3 billion daily active Facebook users in the world (out of 7.69 billion) . Facebook cannot be ignored as part of your business strategy, even if you operate in Italy and only target an Italian clientele.

Why should real estate agents choose Facebook?

In Italy we have about 1 real estate agent for every 1,200 inhabitants, one of the highest proportions in Europe, and the data takes on particular value when compared to another statistic: 35 out of 60 million Italians are present on the social network founded by Mark Zuckerberg.

If these aren’t enough, here are 10 other good reasons for you that should convince real estate agents like you to bring their real estate business to the digital shores of Facebook:

    1. People expect it – We live in the digital age and your online presence is certainly very important to your success in the real estate industry. People are looking for you on Facebook, they expect you to be there. Using a Facebook business page as part of your digital marketing strategy is essential to connect with people via the web, to provide them with the service and communication they expect from a professional.
    2. You have solid promotion tools – From sponsored posts to full-blown advertising campaigns, Facebook’s advertising tools can help you engage and attract potential buyers and sellers.
    3. Unmatched Information – You can get a variety of information about people who like your company page and visit it through the tool called “Insights”. This gives you data on the number of views you receive, new follower information, and engagement statistics. All of this can help you understand your audience better, helping you create more relevant posts and ads.
    4. Real-Time Messaging – People expect quick responses from their real estate agent. People can send direct private messages to your business to ask questions, connect or make suggestions. With the Facebook Messenger mobile app, you can be responsive by enabling automatic responses driven by artificial intelligence around the clock.
    5. Publishing tools – Using a company page for your real estate business makes a lot of sense, you already have many beautiful photographs that are just waiting to be shared with your audience.
    6. Lower Advertising Costs – You’ve probably heard that the cost of advertising on Facebook is cost-effective. Compared to other social networks, such as LinkedIn, Facebook has prices that tend to be lower or in any case not higher than its competitors.
    7. Very precise targeting – Facebook has become a very powerful and effective tool for promoting your business and doing business, thanks to knowing each individual user better than others. It offers you to take advantage of this precious information to get noticed by the right people (potential customers), thus allowing you to better invest your economic resources
    8. Latent demand – Intercepting and stimulating latent demand means transforming a generic interest into a specific interest and, consequently, into a possible conversion from lead to customer. The ability to profile the target for specific information depends above all on what people communicate about themselves. Facebook is one of the ideal places to intercept latent demand thanks to profiling tools.
    9. Social proof – Facebook can be exploited as an extraordinary persuasion tool, the effectiveness of which is based on the social proof which argues that “people, on average, tend to consider the behaviors and/or choices made by a high level of people more valid. a number of people ”remaining affected. It’s all the fault of mirror neurons, which induce similar behaviors in relevant social groups.
    10. Remarketing – The Facebook retargeting pixel is one of the most powerful features in digital advertising because it has many advanced-level features that you can leverage like a true pro of the digital world.

Where to start with real estate web marketing on Facebook?

Without a doubt from the personal profile, which you will have to open to keep up with the times, but whose use must be particularly careful.

Facebook personal profile

Your personal page, that is, that of your social profile is the human representation that people have of you in the parallel world of digital. However, taking care of your Facebook profile means accessing it constantly, interacting with friends, sharing posts from others, commenting, liking, responding quickly to those who contact you.

That’s why you also need a personal Facebook profile:

  1. you need a personal profile to create and manage a Facebook business page ;
  2. you need the personal profile to keep business and personal life separate. Your friends, relatives, contacts in the area are not interested in all company content and your leads and prospects are not interested in the more personal aspects of your life;
  3. you need a personal profile to push the best posts of your business, those related to the territory, those that may also be of interest to your personal community. If you share this activity with the other members of the agency staff, the results will be more consistent.

Marketing strategies designed for real estate agents’ personal Facebook profiles:

  • take care of your profile with a view to personal branding;
  • keep your personal profile active every day by commenting on about 25 posts on 25 different Facebook profiles ;
  • put the “like” and reply to all those who comment on your posts;
  • ask all members of your team and/or friends to immediately comment on your posts;
  • go back to the old posts that were extremely popular and comment, so that everyone is immediately notified again via a notification.

Doing personal real estate branding on Facebook profiles of business agents in mediation means:

  • share links that redirect to useful resources (blogs, e-commerce, industry websites);
  • share articles posted on your real estate blog that they have
  • coherence of the arguments and clear intentions;
  • create inspiration;
  • communicate a positive, authoritative image;
  • show the best side of your daily life;
  • offer useful information to make you recognized and appreciated;
  • create a following, build loyalty and form a community of people and professionals in the real estate sector;
  • meet and greet your offline contacts, inviting them for lunch, coffee, events, festivals, open houses, and much more.

From a personal branding perspective on Facebook profiles of real estate agents, you absolutely must not :

  • publish vulgar and foolish photos;
  • disclose intimate aspects of your life;
  • offend others in any way;
  • publish insults and harsh words towards others;
  • use the Facebook profile to criticize, to create distance and controversy.

The Facebook page of your real estate agency

Your Facebook business page is your business account. This is the one that has all your contact information and on which you can post business-related posts. The trend is now widespread among all social networks, the new algorithms make it extremely difficult for companies to gain organic visibility, the algorithm is pay-to-play. On average, only one in 60 followers will see a post from your Facebook business page.

The statistics do not tell the whole truth, if you avoid indiscriminate growth but focus on buyer personas, you also work with paid campaigns on targeted follower growth, then your strategically processed posts will perform better than average.

Remember that profiles are for people, pages for companies. This is basically what the Facebook regulation says and, breaking the regulation, means risking being banned. More importantly, pages allow you to do a myriad of things that private profiles are off-limits.

For one thing, in the pages, there is the insight function, which allows you to measure the results of your marketing strategy on Facebook, such as:

  • the demographics of your fans;
  • days and times of greatest traffic on your page;
  • detailed statistics for each post you publish;
  • ability to get reviews;
  • possibility to sponsor your posts through Facebook Ads.

You understand that, with these tools, you can use Facebook on a professional level, while with the private profile you can also get some results, but in fact you are limited. So, create a company page to access all the features and put in place a strategy that works for your business.

The content strategies that real estate agents should use on their Facebook pages

The same rules apply to a Facebook page as a personal profile. Publishing a post from time to time is not the right strategy to get results with Facebook. You need to post regularly and frequently, so you will reach more people on Facebook and grow your fan base, strengthen your brand, get more trust and results with less effort later on.

To be effective and constant, you need to create your “social editorial plan”, which will help you plan your publications and insert them thanks to the Facebook scheduling function.

You can also manage your page in multilingual. Facebook offers you the ability to upload translated texts and your customers will see the content based on the language they have set.

Use your Facebook page as part of your multi-channel approach, where you also post real-world activities.

  • Have fun using all formats to publish your content:
  • Video
  • Photos and albums
  • Text posts
  • Link to your website/blog
  • Live video
  • Carousel

Facebook content strategy is the most important part of your marketing. A powerful content strategy will take you to get creative and find new ways to interact with users on your Facebook page. Remember, people can buy a house from any real estate agent but they are more likely to choose you if you show them how involved you are in the community and your industry and how you interact with clients.

Here is a list of essential contents, divided according to themes that you will not have to do without treating and implementing in the daily management of your Facebook page.

Ask questions

Use polls and quizzes to get to know your audience: Polls and quizzes require your audience to actively participate and share their opinion.

Answer frequently asked / common questions

Answer FAQs: Answer questions on Facebook and post them as a post.

To hold competitions

Run competitions on your real estate Facebook page: organize competitions with a view to greater effectiveness of interactive content and as a boost to engagement and generation of contacts.

Post customer success stories: When you make a sale, take a picture of new customers in front of their new home and post it on your page. The testimonials of satisfied customers are the best word of mouth you will be able to do to consolidate your online and offline reputation.

Post promotions

Give something regularly: offer something for free, both because “free” content excites, and because it increases engagement.

Remind your audience of current discounts and special offers: When you have a special offer, remind users multiple times.

Tell about your properties

Publish the new homes acquired to increase the traffic to the website: publishing the new homes reviewed on your website on Facebook is an activity to be accurately distributed over time based on the response of the public.

Republish old house ads to increase their coverage: insist (but never fall into “spam”) to republish some of your most successful content. Republish the property listing, but update the description to list new features and highlight other details.

Create a Featured Properties Listing: Create a listing showing all of the featured properties in your real estate portfolio.

Create a Property Search Tab: Similar to a custom tab, create a tab that allows users to search various property tabs directly from your Facebook page.

Talk about the territory

Post photos of local features: Provinces, cities, towns, neighborhoods where your properties are located have something that appeals to your target audience. Services and tourist attractiveness can attract attention and engage potential customers about something they are looking for.

Publish photos of local businesses: nearby banks, shopping malls, fitness centers, kindergartens, universities and much more … add the photos you took of these attractions and points of interest to your Facebook page. A lot of people are conditioned in their choices by the presence of particular services.

Promote local events you are hosting or attending: Promote events you will attend, such as courses or public events that take place within the city. These will attract a local audience to your content.

Give your followers information about the social groups available in the area: share on any Facebook groups relevant to the living area in which you operate, to act as a resource and source of information for your audience.

Share the charitable causes you support with users: Another way to show your local involvement, your focus on charity, and your commitment to your community is to collaborate with the causes that interest you and share them with the community. your audience.

Teach useful things

Share blog posts to keep your audience informed – one of the most important traits is your ability to showcase your industry knowledge. If you have a blog that you update regularly, configure your scheduling software (such as CoSchedule Marketing Suite and Publer.me ) to automatically post to your Facebook page and many other channels at the same time.

Share tips for inexperienced buyers: buying a house for the first time is intimidating. Decide what to look for in a property, get your mortgage approved, budget, find an agent, find your dream home, have enough offers, submit an offer and negotiate. To help make the process less confusing, share tips with buyers.

Share design and remodeling tips to inspire your audience – create a post about how sellers can make any room more attractive to buyers.

Share seasonal tips to inform users at any time of the year: offer homeowners some tips on how to do maintenance at any time or season of the year, thus ensuring the value of their home as high as possible over time. These are even simple tips, which can be understood by everyone, even the most inexperienced.

Show the “how to” to engage your audience: if you have clients who are home staging to make their homes ready for sale or intent on renovating their homes after purchase, post photos of this online.

Share home decorating inspiration: Rearranging and decorating homes the right way to show potential clients their key features is an important part of your property sales process.

Telling your work

Share information about your business: Your Facebook page has an information section where you can post details about your business. Another way to share information about your business is to post it from time to time.

Share company news: publish the initiatives and results achieved by you and your real estate agency, such as an extraordinary sale, mention in a sector publication, the achievement of another professional qualification, the nomination for agency of the year.

Share your office hours to improve the customer experience – if you’re primarily available at certain times during the day, let users know.

Share graphs that show your success rate: If you’ve sold a lot of homes or helped a record number of customers, show this information in the form of a simple graph, which instantly informs users about your successes in the real estate sector.

Post a weekly or recurring series: Effective social media management requires you to post regularly, at least three times a week, on Facebook. Start regular series.

Talk about your staff, show office life: share personal and group daily activities of your real estate agency with followers and users. It shows who affixes sale or rental signs to gates and shutters, who arranges the notice board in the center, who accompanies visits, who replies to emails, who celebrates a birthday.

Share anniversaries and milestones: share anniversaries and milestones, this connects you with users so they can participate in your successes and continue to support what you do.

Tell your successful case studies

Share customer testimonials to increase social proof: Turn the testimonials of your satisfied customers into very prominent posts, perhaps pinned to the top of the page so that they are seen by as many people as possible.

Share celebratory posts highlighting customer success – share a picture of someone walking into their new home for the first time or sitting in front of it while having lunch with their family.

Publish less formal but more engaging content

Write memorable memes: Not all of your posts need to be related to business. Have fun and post occasional memes that talk about aspects of real estate other than mere promotion, which your audience will understand and appreciate equally.

Embed GIFs in Your Posts: GIFs work well for grabbing audience attention. In fact, they are informal, customizable and help you establish a direct and no-nonsense connection.

Stimulate “user-generated content”

Incentive and share customer-created content to build a community: Share content your audience creates to improve engagement on your page, increase conversion rates, and allow your page to stand out from your competitors.

Post other people’s videos: Videos are an effective way to grab the attention of your audience, so in addition to posting your own videos, you also share other people’s videos.

Publish more strategic content

Upload a lead capture report – Remember, your audience is researching online long before they reach out to you. They are reading blogs, checking bank rates and researching different neighborhoods. Help them in this process by sharing reports.

Add ‘Register’ or ‘Learn More’ CTA Buttons – Different post types require different types of CTAs. What you choose will determine the likelihood of users clicking on your content to do what you are asking them.

Include a Messenger button to make communication easier: Users expect to be able to communicate with you in real time, so make sure you don’t just have a Messenger button at the top of the page, but post it to remind you that this feature is available on your page.

Add registration forms for the events you are hosting – Let’s say you are hosting an event and you want attendees to register in advance. Create a post explaining the details of the event and add a link to a registration form on your website. This is a great way to do lead generation.

Upload a link to your website to drive traffic there: If your main goal for posting on Facebook is to drive traffic to your website so that the public can see more about what you have to offer, add a link to your website with a description of everything you can do for customers.

Post a calendar every month to keep users informed – at the beginning of each month, share a calendar of upcoming events for that month.

Run an ad using the Slideshow or Carousel feature – the next time you post an ad on Facebook, consider experimenting with different types of ads.

Post house prices to attract the right buyers: When you advertise a house for sale, include the price so your audience immediately knows if it’s something they can seriously consider buying. In this way, you will better select the target of your customers and avoid unnecessary waste of time and energy in impossible negotiations

Share price cuts to sell homes quickly: When you reduce the listing price for your properties, share a post informing potential buyers.

Post high quality profile photo and cover photo – the first thing people see when they land on your page are your profile photo and cover photos, so make sure that the first glance is clear and not grainy and evanescent!

Create a detailed “About” page: in addition to all the posts, you will publish on your page, make sure your profile is complete with all the useful information for the consumer.

Add links to other social media profiles and websites: to be seen as a reliable resource and a reference point for the real estate sector in your area, do not hesitate to share direct links to Facebook pages and corporate websites of other companies and real estate agencies you usually collaborate with.

Ask your audience to subscribe to your mailing list – choose a very eye-catching color and include a link to the newsletter signup landing page, so it only takes a step or two for users to complete the process.

Publish video content

Share professional videos of new ads: It is important to draw attention to new ads in order to improve the chances of selling them quickly. One way to do it professionally is to invest in a professional video maker to film the property “from the ground” or from above using a drone.

Share a video you created – Video posts have 135% more organic coverage than image posts. Film and post community events, open houses, or visits to interesting homes on Facebook. The video doesn’t have to be perfect, it just needs to show you in action from behind the scenes.

Share the video of the visit of an open house: before every open house, you organize, publish a video of the visit of the property. Use Facebook Live or upload a short video. This way, shoppers who can’t make it to the event can book a private tour.

Take advantage of social proof

Post reviews: It’s important to gain trust from a prospect who doesn’t know you yet. People trust other people more and less in companies, so if a person says you are good and honest, it becomes even more valuable.

Ask for reviews from satisfied customers: The fact is that if you don’t encourage your customers to leave a review on Facebook, you get a lot less. Stay in control by inviting completely satisfied customers to leave reviews.

Promptly ask for reviews: remember that the review must be requested immediately after concluding a transaction to your satisfaction with your customer.

Facebook groups

As for Facebook groups, you have two options. You can form your new group or you can join the many groups already started.

If you want to have more control of your community, create a Facebook group for your business in which you will invite, for example, potential customers by moving them along the purchase path. This is a golden opportunity to be a leader in your area of ​​business or community and deliver value to your readers on a regular basis. Do this before a competitor in your own market does.

Also, join as much as possible the Facebook groups already created and managed by other people, this will give you a general overview of what is happening in the industry and possibly also in your area of ​​action on a daily basis. Think of it as a way of listening to what your target’s people want, their challenges, or what they’re being bothered by. This increased knowledge will allow you to be a better expert in your neighborhood, but you can also demonstrate your skills on a daily basis by writing blog posts that meet all the needs of your audience.

You can create a Facebook group by location :

  • Your city
  • Community
  • Quarter
  • Real estate interest area

Or you can create a Facebook group for interest :

  • New buildings
  • First home buyers
  • Neighborhood patrols
  • Garage sales
  • Hobby
  • Community mothers
  • Happy Hours
  • Foodies

Create a homogeneous and motivated community:

  • Create a list on your personal Facebook page of all the people living in your community, then post an update on your new Facebook group and make sure only the people on the list see it
  • Join as many local Facebook groups as possible, then post links to your Facebook group (as long as the group allows it)
  • Constantly talk about your Facebook group
  • Email your group a link
  • Host a community event, then ask people to join the group in person

Here’s how to use Facebook groups for real estate marketing :

  • Be active and useful in other Facebook groups
  • Talk about things that are useful 80% of the time
  • Promote your business 20% of the time
  • Post photos of all the cool and crazy things happening at work, people love it
  • Search and answer all groups that have real estate questions
  • Conduct market research by simply listening to (reading) the conversations that are happening in your group, then turn all these virtual conversations into ideas for your blog posts
  • Facebook Messenger marketing for real estate agents

Facebook Messenger, known simply as Messenger, is a messaging app and platform originally developed as Facebook Chat in 2008. The company then drastically revamped its instant messaging service in 2010, and later released standalone iOS and Android apps in August 2011. The messaging functionality is now separate from the main Facebook app, requiring users to use the web interface or download one of the standalone apps.

Users can send messages and exchange photos, videos, stickers, audio and files, as well as react to messages from other users and interact with robots. The service also supports voice and video calls. The standalone apps support the use of multiple accounts, conversations with optional end-to-end encryption, and games.

To basically take advantage of Messenger on your real estate agency’s business page, first of all you should:

    • Enable private messages on the configuration panel of the Facebook page
    • Configure message settings such as “response time”, “instant replies”
    • Create saved replies: create pre-saved messages by answering your customers’ questions, especially the most frequent ones that are constantly repeated over time. It is an already advanced and very intelligent feature to exploit, as it saves time in managing relationships with your customer through social channels
    • Add Facebook Messenger to your website: add the Facebook Messenger plugin to your website to stimulate your users to use the messaging system

Build your contact list

Facebook Messenger has great open rates. With the growth of Messenger users, a different social network has developed on the fringes of Facebook. A more private social media made up of family groups and close circles of friends.

These users, disappointed by the noise of Facebook, believe and trust the new Messenger more. They perceive it as something different, using it as a private mode of communication. They check the app multiple times a day without reluctance to trust the sender. Facebook Messenger has become as important as texting, but in which text messages and “chat” coexist. Few are aware of the value of this communication medium and advertisers benefit from 80% open rates.

If you send a message via Messenger to someone who knows you, it will most likely be opened and displayed. The open rates for messages sent with Messenger by companies are generally slightly less effective, in the range between 60% and 80%, however 4-5 times higher than those of a corporate email.

Getting people to your Messenger contact list is key. The first step is to start advertising. Start with a simple Facebook ad in which the action requested by the CTA is to send a reply message via Messenger. Think carefully about how to conceive the message to be persuasive. Think of Cialdini’s 7 principles of persuasion, or offer the willingness to provide exclusive information that no one can ignore. Have your buyer personas answer you to find out about issues that concern them very closely. Word your Facebook ad message, for example, like this: “Last 5 properties sold in your neighborhood”, “Find out which celebrity bought a house in your area”.Take a prospect’s point of view: If a company showed you an ad, what would make you want to reach them via instant message?

Once you have something of value to offer the person you’re advertising to, then create an ad with the “click to text” CTA :

    • Create a Facebook ad with the aim of the “brand awareness” campaign
    • When setting the placement, uncheck Instagram
    • Under “Budget and planning”, select the frequency limit. This will depend on the length of your campaign, geographic segmentation, and your budget
    • When you get to the text and images section, create your ad in a way that convincingly invites people to connect with you. In this case, we say “This house has just been sold in your neighborhood at a record price, it is in your interest to know! Click to see the price and address ”.
    • Check the “Add a website URL and add your Messenger link” box. All messenger links are in this format: http://m.me/yourfacebookpagename.
    • Even if you haven’t set one up, the messaging link exists if you type it. Type it in the website URL field
    • Post your ad.

When someone sees this ad, clicking the button will take them to your inbox as if they typed your contact information to send you a text message.

Then, send the traffic you get from that ad to Messenger.

As people respond, you’ll add them to your contact list within Messenger. In your inbox, a new message will look like a gray Messenger icon with a white number on a red background, indicating the number of messages received.

If you set up a chatbot, it can immediately and automatically respond with the price and address of the property you are advertising. You now have this visitor as a contact on your Messenger list. In the future, the advertising of this contact will be more genuine and therefore more effective, precisely because this contact has already communicated with you.

Advertising on Facebook

With Facebook advertising, you can sponsor real estate and, more conveniently, those content posts that get good organic interactions.

Creating a Facebook campaign means going through the three levels of the account structure: Campaign> Ad Groups> Ads

    • Campaign ⇒ Objective
    • Ad group ⇒ Target (device and platforms) and Budget
    • Ad ⇒ Format (post creative)

Here are the steps for creating an advertising campaign on Facebook:

    • Select the subject of your promotion
    • Log into your account – log into your ad account (set it up if not already done): https://www.facebook.com/adsmanager/manage/campaigns
    • Create the campaign – click on the green button at the top left or enter https://www.facebook.com/adsmanager/creation
    • Choose the goal – select your campaign goal and give it a name. You can choose between 3 categories of objectives: Notoriety, Consideration, and Conversion. Focus on:
      – Traffic: to get more clicks on your website
      – Interaction: to get more interaction on your posts
      – Conversions: to get more conversions on your website
      The campaign you carry out with the “Interaction” objective, you can carry out it again by optimizing it for the “Traffic” goal and again, create another one with the “Conversions” goal. Because, based on the goal you choose, Facebook shows your ad to different groups of people.
    • Create your ad group – decide the audience to show your ads to location, age, gender, nationality, language. If coverage allows, you can narrow the circle even more. Try a simple targeting, selecting the city (or postcode) of where your customers are and at least one or some interest, always if the coverage is wide enough. You can also decide to test different audiences at the same time. Too many targeting options restrict the audience and campaign too much, which will run out in a few days. Another aspect to consider is the presence of the public with omitted information.
    • Choose placements – choose manual placement, this will allow you to have more control over placements that perform best, cutting the costs of those that perform less. The risk of using automatic placements is that Facebook will decide for you where to show your ads and where not. A definitely advisable combination is Mobile devices + Facebook platform, news section.
    • Choose your budget – decide how much you are willing to invest – per day – for the ad group and click “Continue”.
    • Select the post to sponsor – this is possible if you have already made a post on your Facebook page. In this case, just select the page you want to promote (if you have more than one) and the post of the page you want to sponsor. After that, just click on “confirm” to complete the sponsorship order. Within minutes, your post should be approved.

Facebook retargeting

A retargeting ad promotes an ad to a specific list of previously identified people. Have you ever noticed sponsored ads “follow you” on the various Internet pages that you happen to visit, after visiting a particular website? Okay, that’s a retargeting or remarketing ad.

Retargeting is a sophisticated way to increase brand exposure with customers who already have contact. Here are some interesting facts about retargeting:

    • Retargeted customers are 3 times more likely to click on your ad than cold prospects
    • Remarketing can increase ad engagement by up to 400%
    • Average conversion rates for companies using tag marketing are 55%
    • Potential customers engaged in remarketing are 70% more likely to convert

Retargeting is a very advanced paid ads strategy, which you can conduct synergistically on the Google Ads and Facebook Ads platforms. It is not a question of excluding one of the two platforms a priori, but of rationalizing the potential of each to intercept a public more or less inclined to act.

    • attract from Facebook, chase through remarketing in AdWords (and Facebook Ads);
    • attract from AdWords and remarketing in Facebook (and in AdWords).

A real estate agent can choose to focus heavily on targeted searches (“country houses in the Marche”) to convey the first level of attention with Google Ads on one or more landing pages and then pursue, on the other side in Facebook Ads, the user divided into specific micro-targets (occupation, age, level of education) with as many specific offers.

Unlike Google, Facebook does not provide any tool explicitly dedicated to remarketing. However, this does not mean that remarketing on Facebook can be done, and also in a much more effective way – in some ways – than it can be done on Google.

In fact, remarketing on Facebook allows you to take advantage of numerous advantages that are partly denied by Google, such as:

    • The possibility of remarketing independently of the device used by our target user
    • The ability to work on the remarketing list, in order to optimize the remarketing campaign and target it more precisely on a specific target
    • The possibility of expanding the initial target, asking Facebook to build a list of users that has the same socio-demo-cultural characteristics as those who have visited our website or viewed a specific page.
    • The ability to evaluate the performance of our remarketing campaigns by segmenting the target used according to its peculiar characteristics

Creating a remarketing list on Facebook is a relatively simple operation: you create a new audience, associate a monitoring pixel with that audience, and that’s it: every user logged in on Facebook who enters your website will be relentlessly registered. and placed on your remarketing list.

The biggest limitation of remarketing on Facebook is the substantial impossibility of segmenting the audience on the basis of its behavioral characteristics.

In short, we will not be able to create clusters based on the source of origin of the traffic, or on characteristics such as the bounce rate or the number of pages visited. At the moment, the only possible segment in terms of navigation is to build filters based on the URL of the pages visited.

Against this limit, the most important advantage of this type of campaign is in its cross-device feature. Facebook remarketing lists are in fact made available for all types of campaigns, and for all devices.

This means that we will be able to promote only on mobile phones, for example, of an audience made up of users who have visited our website from a desktop, or vice versa – with the obvious benefits of the case.

A second interesting aspect of using remarketing audience lists on Facebook is the ability to treat these lists like any other saved audience lists.

Basically, we can start from remarketing lists to create specific campaigns on a further segmented remarketing audience based on their personal, geographical or behavioral characteristics.

An additional Facebook feature allows you to work from remarketing lists (for example the public who visited your website in a set period) to create a list, whose members are characterized by having behavior profiles and socio-demographic very similar to those that make up the remarketing list.

Creating similar audiences is a very important feature of Facebook.

In short, there are many ways to manage a remarketing campaign on Facebook, and their effectiveness will depend above all on your ability to work right away with a view to progressive optimization.

real estate agents

Qualified real estate agents: how to recognize them?

Qualified or non-licensed real estate agents? This is today’s question!

Are you looking for a house or are you going to put it up for sale? Do not run the risk of contracting “unauthorized real estate agents”, find out who they are and how to recognize them, what and how much you risk, how to avoid them and how to report them.

Often a lot of difference separates a good real estate agent from a bad one. Foreigners looking for country cottages or modest holiday homes in the historic centers of beautiful Italian villages know this very well and make up their minds. Sellers and buyers are more or less used to not always receiving highly professional services. Lack of staging in the preparation of the property, poor quality photos, incomplete information, for certain categories of properties are more the norm than the exception.

On the other hand, there are few who know the possibility of running into agents who are not qualified for the profession and who practice without any qualifications. Maybe they have been on the square for years without anyone ever dared to say anything. Writing about it always arouses a certain skepticism, especially when it illustrates the enormous extent of the phenomenon of illegal professionalism. It leads to disbelief, however, when one mentions the real extent of the risks involved in dealing with these elusive figures.

If you are looking for / selling a house, or a family member needs to buy or simply rent, you have complete content available here that will allow you to know all the most current legal requirements, in an easy, comprehensive, and in some ways reading. interesting as a thriller. Surely.

Uncovering a bogus real estate agent requires the preparation and cunning of a detective, don’t expect to get admission to a direct question. What about the abusive real estate agents, with offices complete with signs, shop windows full of sales announcements, but without regular registration of the company with the Chamber of Commerce?

What is meant by “Qualified real estate agents”

Qualified real estate agents are mediation professionals, framed in the Italian legal system, who deal with the sale or rental of various types of premises. In most cases, they operate in a micro-agency (in 93.8% of cases with 1.3 employees per agency) of which they are the owners and sole workers or at most together with another qualified mediator.

Real estate agents licensed in their most common activity, inspect, estimate  (should), and propose to the market (via the Internet site and at least one real estate portal), taking care of the transaction (the real heart of their business):

  • Apartments of various sizes
  • Premises used as offices
  • Company warehouses
  • Farms
  • Houses (the expression “sky-earth” or “earth-sky” is widely used)
  • Castles
  • Villas

Qualified real estate agents are agency employees or the owners of the same, which in summary represent the facilitators in charge of facilitating the negotiation between those who want to sell a property and those who want to buy it.

In Italy, there are about 50 thousand licensed real estate agents on a population of 60 million inhabitants. In Germany, however, there are 25,000 licensed real estate agents for 82 million inhabitants. Average annual sales per agent are around 4.3 against 22.5 in Sweden and Finland. An all-Italian paradox is offered by the figure of the increase in the number of real estate agents enabled to collapse prices and real estate sales.

A business agent in mediation, or mediator, is someone who puts in relation – even occasionally – two or more parties for the conclusion of a deal without being linked to any of them by relationships of collaboration, dependence or representation (art.1754 of the Civil Code).

The real estate agent is a business broker who operates in the conclusion of business in the sectors related to real estate and companies. The contiguity with another “different” professional figure, the business finder, has often caused confusion and abuse.

In fact, the broker indicates business opportunities without being able to carry out mediation activities. He is such a different figure than the business finder could in the past also carry out his own prevailing habitual activity, without reporting potential business as a substitute for the main activity. The real estate agent, on the other hand, in the past could only deal with real estate brokerage and his role was incompatible with any other professional and non-professional activity, except for other brokerage activities with the exception of credit. Now things have changed and you will find out how.

The real estate agent is, therefore, the only professional figure in the business world who can discuss prices, give indications to this effect to one or both parties involved and have proposals, requests, negotiations and contracts put in writing that indicate prices and conditions. follow the stages of negotiation or contract relating to a property.

Ultimately, only real estate agents regularly authorized to practice the profession can:

  • Have your customers sign a proposal or request for a purchase or rent
  • Have your customers sign a sales or rental assignment (they can do real estate acquisition )
  • Accompany their customers to view properties
  • Follow the negotiation for a sale or a rent
  • Follow all stages of a lease
  • Follow all the stages of the sale once a deal is closed

Now it is well worth paying attention to the following.

Anyone who is not a licensed and therefore regular real estate agent cannot carry out any of the aforementioned activities, even if in the presence of a licensed real estate agent and even if the documentation will bear the signature of a qualified agent instead of his own.

Repetita iuvant! Qualified real estate agents are the only ones who are entitled to follow the negotiations, talk about the price and sign the forms.

Basically, the business finder or the abusive real estate agent cannot make the entire list set out above with two due clarifications:

  • they cannot accompany their customers to view properties on the spot , unless accompanied by a regular real estate agent who can (only he) talk about the price and set up a possible negotiation;
  • they cannot follow the negotiation for a sale or for a rent , if not accompanied by a regularly qualified real estate agent who will be able (only he) to talk about the price and set up a possible negotiation, also managing any conflicts between customers.

These details are important for potential clients of a real estate agency. Basically, a person is caught in the act of crime if in the act of showing a property or following a negotiation, he will not have a qualified real estate agent by his side or even if he only mentions price conditions.

Legislation and evolution over time of the regulations for the regulation of the profession

The profession of the business broker is noble and ancient. Here is a quick summary of the legislative evolution that has affected the practice of the profession in the modern era.

  • Kingdom of Italy – we can say that the first modern attempt to bring order to a profession such as that of the business broker was registered in 1866, when in the Code of Commerce of the Kingdom of Italy, brokers of goods, insurance were established, ship rental and transport. Two categories were immediately distinguished: on the one hand the public mediators, with a mandate, and on the other, the brokers “in other kinds of mediations”, free from any registration in particular roles. It is from these professional figures that modern real estate agents derive, specialized in the sale and rental of real estate and companies.
  • Law of March 20, 1913, n.272 – this new law established that the profession of mediator was free and without the need for registration in the Rolls of the Chamber of Commerce, except for stockbrokers and for those who held public offices.
  • Article 348 Criminal Code (Royal Decree 19 October 1930, n. 1398) – abusive exercise of a profession.
  • Art. 2231 of the civil code: lack of registration.
  • Law 21 March 1958, n. 253 – containing the discipline of the profession of mediator; the obligation to register in the role of the Chamber of Commerce is reintroduced: for the first time the members were given the qualification of “business agents in mediation”.
  • Law 24 November 1981, n. 689 Amendments to the penal system – chapter I – Administrative sanctions.
  • 39 of 3 February 1989 – at the end of the 1980s, the role of business agents in mediation was a list that was accessed by means of a qualifying examination at the Chambers of Commerce. This is the basic law.
  • Law 5 March 2001, n. 57, published in the Official Gazette no. 66 of 20 March 2001 – art. 18 – (Amendments to Law no. 39 of 3 February 1989) b) to article 3, the following is added after paragraph 5: “5-bis. For the exercise of the profession of mediator, a suitable insurance guarantee must be provided to cover professional risks and to protect customers “.
  • Circular Letter March 27, 2002, n. 503649 Issued by the Ministry of Productive Activities, Area C, Office C3, Auxiliary trade fair activities, general warehouses – business agents in mediation – art. 3, paragraph 5-bis, of Law no. 39, added by art. 18 of the Law 5 March 2001, n. 57. – The minimum amount of coverage set for the policies expressed in euros is also communicated:
    – 260,000.00 euros for sole proprietorships;
    – € 520,000.00 for partnerships;
    – 1,550,000.00 euros for joint-stock companies.
  • Legislative Decree 26 March 2010 n. 59, article 73 – from May 12, 2010, the role was abolished and therefore what was commonly called “registration to the role” is no longer necessary. However, in order to carry out the activities referred to in Chapter XI of Title III of Book IV of the Civil Code, there remains the need for the requirements dictated by the original law establishing the role (n. 39/1989). From the date of entry into force of the Legislative Decree, it is therefore no longer possible to apply for registration in the REA Business Register for the activity of the business agent in mediation if the possession of the requisites provided for by Law 39/89 is not demonstrated.
  • Law 6 August 2008, n. 133, article 38 – these requirements must be self-certified and reported through a SCIA to be sent to the competent Chamber of Commerce, at the same time as the activity starts, through the single counter for productive activities (SUAP) of the competent Municipality.
  • Court of Cassation – Third Civil Section, Sentence 8 July 2010, n.16147: no right to commission in mediation without registration in the Register.
  • Decree of 26 October 2011 by the Ministry of Economic Development (published in the Official Gazette No. 10 of 13 January 2012) – the role of agents and representatives has been definitively abolished since 12 May 2012 and new procedures for registration in the Register of Companies and the REA are envisaged.
  • Ministerial decrees of November 26, 2011– on September 30, 2013, the deadline granted to companies registered in the former registers and roles that perform the activities of agent and sales representative and business agent in mediation to update their position in the Business Register and in the REA expired. In particular, from 1 October 2013 natural persons (who do not have a position in the Business Register, but are registered in the suppressed roles of agents and mediators) are no longer allowed to register in the specific REA section, as the decrees expressly provide the forfeiture of this possibility. Registration in the former role could be used as a requirement for starting the activity until May 12, 2017, for agents and representatives and until May 12, 2016, for mediators. The “free agents”, not having a previous registration to the role,
  • Law 27 December 2017, n. 205, published in the Official Gazette no. 302 of 29 December 2017 (Ordinary Supplement no. 62), “State budget for the financial year 2018 and multi-year budget for the three-year period 2018-2020”. (Budget Law 2018)– the provision consists of a single article, consisting of 1181 paragraphs. Paragraph 993, with an amendment to paragraph 5-bis, of art. 3, of Law no. 39 of 3 February 1989, establishes that real estate agents who carry out the mediation activity in violation of the obligation to provide suitable insurance guarantee to cover professional risks and to protect customers (in paragraph 5-bis of article 3 of Law 39 of 3 February 1989, the following sentence is added at the end: “Real estate agents who carry out the activity of mediation in violation of the obligation referred to in the previous sentence, are punished with the administrative sanction of the payment of a sum between € 3,000 and € 5,000 “).
  • Law n. 3/2018, article 12 – modification of the Criminal Code, publication in the Official Gazette no. 25 of 31 January 2018 – providing for a tightening of the penalties for those who also illegally carry out real estate mediation. The aim is to stem the illegal activity among those who practice the profession of real estate agent without being in possession of the license.
  • European law 3 May 2019, n. 37 art. 2 – Publication in the Official Gazette no. 160 of 11 May 2019– provisions on the profession of business agent in mediation – Infringement procedure no. 2018/2175 (1.) In article 5 of Law no. 39, paragraph 3 is replaced by the following: “The exercise of mediation is incompatible with the exercise of entrepreneurial activities of production, sale, representation or promotion of goods belonging to the same commodity sector for which the mediation activities, as well as with the activity carried out as an employee of a public or private body, or as an employee of a banking, financial or insurance institution with the exclusion of brokerage companies, or with the exercise of intellectual professions pertaining to the same product sector for which mediation activities are carried out and in any case in situations of conflict of interest “.

The new law on incompatibility

The European Union has asked Italy to eliminate the incompatibilities between the figure of real estate agent and other professions and job positions. Italy has adapted to article 2 of the European Law no. 37 of 3 May 2019, n. 37 with the publication in the Official Gazette no. 160 of 11 May 2019 regarding the ” Provisions on the profession of business agent in mediation ” with article 5 which provides for the replacement of paragraph 3 of the “Infringement procedure no. 2018/2175 “of Law number 39 of February 3, 1989.

Art. 2 – Provisions on the profession of business agent in mediation – Infringement procedure no. 2018/2175, effective from 26/05/2019. In article 5 of law no. 39, paragraph 3 is replaced by the following:
“3. The exercise of the mediation activity is incompatible with the exercise of entrepreneurial activities of production, sale, representation or promotion of goods belonging to the same product sector for which the mediation activity is exercised, as well as with the activity carried out in as an employee of a public or private body, or as an employee of a banking, financial or insurance institution with the exception of brokerage companies, or with the exercise of intellectual professions pertaining to the same product sector for which the mediation activity is exercised and in any case in situations of conflict of interest “.

A squeeze is introduced on all those professions other than the real estate agent, but “pertaining to the same product sector”, such as:

  • Architects
  • Surveyors
  • Engineers
  • Lawyers
  • Accountants
  • Bank employees
  • Insurance employees
  • Business brokers in various capacities

It is not possible to be an agent and owner of a business activity at the same time, if the company in question operates in the same product sector, in this case, real estate. For the rest, all bans fall.

The new compatibilities

To understand the extent of the novelty, in this way nothing would prohibit licensed real estate agents from being the owners of a bar or a clothing store, or employees of a municipal body or a company. With the newly approved European law, buyers are always protected but new opportunities are opened up for agents and those who carry out mediation activities are ensured the possibility of providing new ancillary services to their business, for the benefit of customers-consumers.

The provision introduced the concept of conflict of interest for banks and intellectual professions in intermediation and at the same time eliminates incompatibilities for those who carry out the mediation activity, allowing real estate agents to grow and evolve their professionalism with respect to needs of current economic processes.

This was interpreted by the majority of insiders as a big step forward, definitely important for the entire category. What makes the difference could be the skills that licensed real estate agents will be able to strengthen with time and experience, or those that they will choose to acquire by continuing to train.

The new licensed real estate agents could then add to the profession that of:

  • Credit broker
  • Professional photographer
  • CAD designer and rendering producer
  • Digital marketing expert

The broader and more qualified the professional offer, the more customers will tend to reward and prefer these new multipurpose licensed real estate agents, compared to the competition obviously.

Requirements for obtaining the qualification

In order to be able to carry out the profession of qualified real estate agents, therefore in a regular way and in compliance with the regulations, it is necessary to be registered with the Chamber of Commerce of belonging as real estate brokers, as business agents in real estate brokerage or as business agents in real estate brokerage with a mandate for consideration.

Any other type of registration in the Chamber of Commerce does not qualify for the profession of the real estate agent.

In fact, the real estate agent, like any other mediator, is required to register in the Business Register and in the Economic-Administrative Repertoire (REA) , established at the Chambers of Commerce.

The real estate agent, in order to register with the Chamber of Commerce and carry out the profession, must possess moral and professional requirements and, when the mediation is exercised by a company, all the administrators and legal representatives and those who exercise the mediation activity at any qualification for the company itself must possess the following moral and professional requisites identified by Law no. 39/89.

1. Moral and integrity requirements

  • not having been declared banned, incapacitated, or bankrupt;
  • not having been convicted for the crimes listed in art. 2 letter f) of Law 39/89;
  • not be subjected to anti-mafia measures.

2. Professional requirements (alternatively between them)

  • high school diploma with attendance of a specific training course (list of the organizing bodies of the courses) and passing an eligibility exam at the Chamber of Commerce;
  • be enrolled in the suppressed role of business agents in mediation (requirement valid until 12 May 2016);
  • be registered in the specific REA section (established from 12 May 2012).

The alternative requirement “Upper secondary school diploma together with a practicum period of at least twelve continuous months and attendance of a professional training course” (provided for by law 57/2001 art. 18) is not activated because the Ministry of Economic Development has not yet issued the necessary implementation regulation.

Incompatibility (see related previous chapter)

Recognition of the professional qualification obtained abroad

To practice in Italy, those who have obtained the qualification abroad (both in an EU and non-EU country) must have the qualification recognized by the Ministry of Economic Development (MiSE).

On the website of the Ministry it is possible to download the forms necessary to submit the application for recognition and the relative instructions.

In the absence of these requirements, registration as a licensed real estate agent at the Chamber of Commerce cannot be requested and real estate brokerage cannot be carried out.

How to become a licensed real estate agent

One of the elements necessary to obtain the qualification to practice the profession of real estate agent is represented by the attendance of a course organized by a recognized training institution, which can last from a minimum of 80 to a maximum of 200 hours and which can be followed in the classroom or online.

The course provides all the theoretical and practical knowledge that must be “collected” to take the qualification exam, which consists of two written tests and one oral.

In the courses attended by aspiring licensed real estate agents, subjects such as:

  • Estimate
  • Civil law – such as real rights, obligations and contracts, mediation in the sale and rental of real estate
  • Tax law – such as taxes and fees and tax compliance related to real estate
  • Public and private law (only the rules of interest)
  • Administrative requirements – land registers, concessions, land registry, building permits and licenses
  • Banking technique – such as financial benefits related to real estate
  • Principles of urban planning
  • Construction techniques and materials
  • Marketing elements

A course that requires a serious commitment with topics not within everyone’s reach, which require a certain application.

After having attended the course, the duration of which depends on the institution that provides it and the region in which it takes place, you can register for the exam organized by the Chamber of Commerce of your own territory.

After passing the exam, the aspiring mediators obtain the qualification of qualified real estate agents, which is valid throughout the national territory, as well as the possibility of enrolling in:

  • REA (Economic Administrative Repertoire) as a sole proprietorship;
  • Register of Companies if you want to start your own real estate agency.

However, becoming a licensed real estate agent does not only mean passing an exam but requires great motivation and passion for the profession, with strong communication skills to relate to the needs of each client and manage each negotiation with professionalism and dedication.

The mediation activity can be exercised by submitting an electronic SCIA (certified notification of the start of business) to the Register of Companies of the Chamber of Commerce in whose territory one is going to exercise. The SCIA self-certifies the possession of the moral and professional requisites that it is necessary to possess.

In the case of exercise as an employee/collaborator of a brokerage company, the employer will file a specific communication with the Chamber of Commerce, in which he will indicate the subject who is an employee (or collaborator not registered with his own independent position at the REA Economic-Administrative Repertoire as a sole proprietorship) and will file the self-certified requisites by the employee in the specific ministerial form.

The registration obligation does not exist for employees or collaborators assigned only to secretarial and administrative functions, as they do not carry out activities that are useful or necessary for the conclusion of the deal.

The role of business agents in mediation, as mentioned, was abolished (Article 73 of Legislative Decree 59/2010).

Professional Real Estate Agent Insurance

As explained in the chapter that illustrates the legislation that regulates the exercise, in any capacity, of real estate brokerage activities, licensed real estate agents must be in possession of an insurance guarantee to cover professional risks and to protect customers. A letter from the then Ministry of Productive Activities also establishes the minimum amount of coverage of the policy:

  • € 260,000.00 for sole proprietorships;
  • € 520,000.00 for partnerships;
  • Euro 1,550,000.00 for joint stock companies.

The aforementioned policy must cover all those who, for whatever reason, carry out the mediation activity within the company.

A Professional Civil Liability policy protects you from any claims for compensation from customers, especially by virtue of the high amount of damage that those who practice this profession could cause.

The professional civil liability insurance policy covers all damages that may be caused to customers in carrying out their activity as real estate agents during the performance of all those activities for which, according to law, qualified and registered real estate agents can issue an invoice.

In all these cases, the insurance serves to indemnify the insured for what he is required to pay, as civilly liable under the law, by way of compensation (capital, interest and expenses) are normally always included:

  1.  buying/selling/exchanging real estate and land;
  2. rental of buildings in general;
  3. instructions for practices relating to financing for real estate sales;
  4. contracts for works and supplies concerning ordinary and extraordinary maintenance;
  5. purchase / sale / exchange / lease of commercial, artisanal, industrial, public service activities, including the handling of the related administrative procedures and transfer of licenses;
  6. damage resulting from loss, loss, destruction and/or deterioration of deeds, documents, securities not to bearer, provided they are not resulting from fire, theft, or robbery;
  7. penalties of fiscal, administrative nature, fines, fines imposed on customers for negligent acts attributable to the insured;
  8. damage resulting from the loss of keys of the properties in its custody for sale or lease;
  9. due to negligent or willful act of its employees or collaborators resulting from the accounting and administrative records of the same;
  10. damages deriving from civil liability for conducting the study (RCT)
  11. damage resulting from liability for the circulation of motor vehicles (car ordering).

Unauthorized and sanctions

While locating a non-licensed real estate agent can be easy when operating individually, it is more complicated when dealing with a real estate agency. In this case, it is sufficient to refer to the concept of agency, which is such because it operates using the activity of agents recognized by the law, the only ones able to carry out all the activities of a real estate agent .

Some real estate agencies open regularly have the legal representative of the company, qualified to carry out the profession of real estate agent and authorized to sign all the forms of sales assignments and purchase proposals.

These agencies go illegality when they start hiring people who are not licensed to practice, who begin to operate in the exclusive fields of licensed real estate agents. These agencies will try to hide the crime by using the forms already signed by the licensed real estate agent, or they will present blank forms with the legal representative who will not show up for the crucial signature appointments.

Dynamic verification of the permanence of the requirements

Business agents in mediation are subject in the exercise of their activity to the so-called dynamic verification of the permanence of the requisites (art.7 Mise Decree 26/10/2011):

  1. the office of the Business Register verifies, at least once every four years from the submission of the SCIA, the persistence of the requisites that allow the company to carry out the activity, as well as those provided for the subjects who carry out the activity on its behalf ;
  2. the Registrar of the Companies Register, which verifies the supervening lack of a legal requirement, initiates the procedure for inhibiting the continuation of the activity and adopts the consequent provision, except for the initiation of disciplinary proceedings or the ascertainment of administrative violations;
  3. the provision of inhibition to the performance of the activity adopted pursuant to paragraph 2, is officially registered in the REA and determines the annotation in the same REA of the termination of the activity itself.

The disciplinary sanctions envisaged by current legislation will be applied to business agents in mediation who in the exercise of their activity, or following the dynamic verification of the permanence of the requisites, are responsible for behaviors capable of disturbing the regular trend of the market, the disciplinary sanctions provided for by current legislation will be applied.

Therefore, stumbling upon an abusive real estate agent, the greatest risk you run is precisely that of not being protected in the event that situations arise that due to negligence or professional errors of the unauthorized agent cause you economic damage, without being guaranteed in the purchase and sale of the policy to cover potential damages.

A more widespread phenomenon than you can imagine.

When such a situation occurs, it is not only an incorrect situation but absolutely illegal and punished by:

  • art. 348 of the Criminal Code – The article of the law states that “whoever practices a profession illegally, for which a special state qualification is required, is punished with imprisonment from six months to three years with a fine ranging from ten thousand to fifty thousand euros. ” Furthermore, “the penalty of imprisonment from one to five years and a fine of between € 15,000 and € 75,000 applies to the professional who has led others to commit the crime referred to in the first paragraph or has directed the activities of the persons who are contributed to the crime itself.
  • article 12 of Law no. 3/2018 amends the Criminal Code, providing for a tightening of the penalties for those who also illegally carry out real estate brokerage. The aim is to stem the illegal activity among those who practice the profession of a real estate agent without being in possession of the license. The application of the new law makes disciplinary sanctions for abusive real estate agents heavier: “anyone who illegally exercises a profession for which a special state qualification is required is punished with imprisonment from six months to three years and with a fine from € 10,000 to € 50,000 “. There is also “the confiscation of the things that served or were destined to commit the crime”. Anyone who practices mediation without being registered in the role is punished with the administrative sanction of the payment of a sum between € 7,500 and € 15. 000 and is required to return the commissions received to the contracting parties. To ascertain the infringement, to contest it, and to collect the sums due, the provisions of Law 689/1981 apply.

To those who have already incurred the sanction referred to in paragraph 1, even if there has been payment with a discharging effect, the penalties provided for by art. 348 of the Criminal Code, as well as art. 2231 of the Civil Code. The sentence implies the publication of the sentence in the forms of law.

How to recognize licensed real estate agents

But how do you recognize a real estate agent and understand if who you are dealing with is a professional or a non-licensed real estate agent?

  • Check that the form that is submitted to you for the sales assignment or the purchase proposal is signed by the real estate agent who actually deals with the deal, and not by the legal representative of the company if he is not present at the appointments;
  • never sign blank forms;
  • you demand that the agent who followed you in the visits and appointments also deals personally with all the bureaucratic and legal aspects related to mediation, otherwise you have the right not to pay him anything, since this person is not authorized to carry out the activity that is actually exercising;
  • if everything seems to go up to the notarial deed, still check that he is qualified as a real estate agent, ask for the registration number in the REA (Administrative Economic Repertoire) and check for yourself at the competent Chamber of Commerce that the number and registration provided are regular and that he is actually registered as a real estate agent and not for any other reason;
  • to deepen the information and know all the data relating to the company, agent, or real estate agency, it will be good to request the chamber of commerce registration. The document provides information of various kinds, for example:
    .

    1. the registered office
    2. the Ateco code
    3. the date of establishment and start of business
    4. the share capital, in the case of joint-stock companies
    5. the shareholders and their shares
    6. directors, offices and qualifications

So, in case you find that the real estate agent who is following you or who proposes to follow you is an abusive real estate agent, you can take these steps:

  • immediately abandon any activity you are carrying out or that he proposes to do with him and go in search of a real estate agent duly licensed to the profession;
  • report for civic duty a real estate agent not authorized to the Chamber of Commerce of your Province, as you would report and you would certainly not rely on your doctor or your dentist if you discover that they are not graduates, also to avoid others running into problems;
  • in the event that you have already concluded a negotiation with an abusive real estate agent, assert your right not to recognize the mediation for the concluded negotiation. In the event that the real estate agent who is negotiating the sale or search of your property is a non-licensed real estate agent, he is not entitled to any commission.

The commission

In fact, the right to commission at the conclusion of a deal belongs only to those who are registered with the Chamber of Commerce and practice as a real estate agent on a regular basis. All this was confirmed by a sentence of the Court of Cassation.

Anyone who mediates the sale of a property as a business agent has no right to any mediation. The business finder will only be able to communicate news of potential business to qualified real estate agents (or to people interested in a sale) and be paid for the deal procured only by the party favored by the information provided.

How to report abusive real estate agents

The trade association FIAIP (Italian Federation of Professional Real Estate Agents) has created UNAF, the FIAIP National Anti-Abuse Office, with the aim of combating the phenomenon and providing assistance to users. The office collects the reports and forwards them to the competent offices, submitting a formal complaint to the competent authorities which are the competent Chambers of Commerce to which the documentation could be forwarded as an alternative.

In order to start the procedure it is necessary that the reports contain:

  • the particulars of the alleged abusive real estate agents;
  • a detailed and detailed statement of the facts;
  • evidence in support of the report (documents, photographs, web pages, witnesses, copy of the purchase/lease proposal, copy of the conferral of the mediation assignment, copy of business cards, advertising on the internet and/or newspapers, etc. ).

How to proceed:

  • fill in the form on the official FIAIP website;
  • send the form to the email address unaf@fiaip.it;
  • alternatively, send to FIAIP – UNAF Office (piazzale Flaminio, 9 – 00196 Rome, RM).

Once the complaint has been received, the investigation is started with the establishment of a written cross-examination between the parties and the completion of all the official investigations, also with the help of the administrative police.

The procedure can be concluded with:

  • administrative sanctions against abusive subjects;
  • report to the Public Prosecutor’s Office;
  • administrative sanctions for the use of non-compliant forms and/or not filed with the Chamber of Commerce;
  • disciplinary sanctions against the registered subject where conduct that does not comply with professional ethics is found;
  • filing, in the case of the groundlessness of the complaint.

Types of licensed real estate agents

The profession of licensed real estate agents has changed a lot. Recent reforms are the result of an ongoing change that was unstoppable. What hasn’t changed is the need to network, create, maintain and develop relationships with various professionals. Qualified real estate agents have had to evolve in order not to become extinct, so they have had to focus a lot on their training. With the training came knowledge, especially technological. Then a world of enormous possibilities opened up.

Hence the need to specialize. Each agent directs his skills and knowledge in one direction. The effective and persuasive communicator, with a professional history behind him, rooted in the territory and a beautiful office, will be the one who will find his strength in making acquisitions, obtaining exclusive mandates, preparing properties for sale, making renderings and presentations. This is the acquirer broker or acquirer agency. These licensed real estate agents work with landlords and want to sell properties, focus on real estate and develop web marketing strategies in order to attract as many buyers as possible, they are not afraid to indicate the exact location of a property because they are the strength and pride of their exclusive mandate. In the event of a sale, they have no problem reaching out to their network of more customer-focused agents, certain that their share of the commission is not remotely questioned.

More dynamic and enterprising licensed real estate agents, without much story to tell but with great skills, culture and training, who have traveled the world and know how to focus properly on other markets, specialize in finding customers. The best of those looking for real estate is the licensed real estate agents “Sellers”, who work and look after the buyers, are agents specialized in selling with one person at a time. They are able to listen to the needs, the most detailed, they count on showing a single property, perfect from every point of view and the location or neighborhood in which it is located, but they need to know what to look for. These new agents have understood how to adapt to changes and above all they have had to learn to network, to collaborate. They are the children of MLS, of Multiple Listing Service Listings but also of boutique agencies or boutique real estate firms.

The new licensed real estate agents know that they are no longer the only repositories of information. The web has literally put the power of information in the hands of customers, especially when sales have become generational with Millennials. Today the promotion is not played only on the property for sale, but first of all on personal branding. The personal skills and abilities of licensed real estate agents matter. Today the agent is no longer an intermediary, but a real expert consultant in problem-solving for the achievement of the objectives that revolve around the purchase of a property.

Two sides of the same coin, both on the web but also well rooted in the territory in the opposite way. Capillarity and interconnection of a personal consultant. Therefore no longer an agent equidistant from seller and buyer, who takes commissions from both parties, but a consultant who takes care of the interests of only one side of the negotiation.

Among these two figures, the one that stands out most is the seller known in the Anglo-Saxon world as a property finder, flat hunter, home hunter, in the United States as a buyer broker or exclusive buyer agent, in Canada and France as a chasseur d’appartement.

Real estate broker

If you are a very busy person, with very specific ideas about the property you want but do not have time to carry out an exhausting search, well, for some years now you can count on a new professional figure: the real estate broker. The broker is a consultant who looks for a house on behalf of clients according to specific needs and only after finding it he presents it to him. The client explains his needs to the broker and, on behalf of the latter, he will look for the properties available on the market.

A broker stands out for its seriousness, professionalism and excellent collaborations with other qualified professionals in the sector.

The broker is a figure in today’s world of work, an organized manager of himself, with an excellent culture, above all technology, enthusiasm, tenacity, the ability to find potential high-end customers and manage sales in a brilliant way.

The client of a broker expects to know perfectly the area in which he will live and for this reason, his professional figure must have extensive skills.

Brokers are fully licensed real estate agents who work for only one party, the customer and offer the latter the opportunity to save time in wrong searches. The interface with all the professionals who will lead them to conclude the deal and above all they will deal with the banks. They will also take care of contacting the banks and understanding the best mortgage solutions.

The broker, unlike a normal agent, must satisfy the economic and moral needs of fewer parties, possess more in-depth knowledge on real estate investments and the banking financial world.

How to find qualified real estate agents on WeAgentz

If you have carefully read our “bible” regarding licensed real estate agents, to know who they are, how to recognize them, what are the precautions you must pay attention to when you are in front of a mediator (or presumed such), you will know without a doubt juggle as best you can in a possible face-to-face with one of these professionals?

We at WeAgentz in fact are so convinced of the various advantages that the consumer can derive in being followed by a licensed real estate agent, who knows how to do his job at best by accompanying the customer in the tortuous path of buying and selling, as on the contrary we are – alas – aware of the obstacles and “rip-offs” that could be hidden behind the meeting of a self-styled real estate agent, which could cost dearly to the user of an incorrect and far from perfect service.

Now that you have everything you need to recognize real agents, WeAgentz runs further to your aid, providing you with a web platform entirely dedicated to licensed real estate agents, their skills, and specializations, highlighting their background and experience in the sector. real estate broker, the cities and areas of expertise, the modus operandi in daily activities and a myriad of other information useful to the consumer, all with the utmost transparency and meritocracy.

We have also thought, to give all agents the same possibilities and to act as a transparent platform and outside the parties, to allow all authorized real estate agents to register for free on the portal, thus avoiding any inequalities between payers and non-paying, both with regard to the quantity and quality of information. All this with a view, as mentioned, to offer the consumer a truly transparent and super partes service.

So how to find real estate agents on WeAgentz?

The search bar on the homepage of the website https://weagentz.com/ allows you to search for real estate agents who operate in your city, or in the one where you are interested in getting in touch with a local real estate consultant. It is also possible to enter a series of parameters according to which to improve the search for the perfect broker for your needs within an advanced search form, which allows you to limit the search carried out with specific filters such as specializations, activities carried out and services offered. , languages ​​are spoken, years of experience in the sector, name of the agent or real estate agency, possible membership of MLS or trade associations and so on.

At this point, the user will find himself in front of a list of real estate agents, which he can compare with each other in order to find the perfect consultant to rely on and entrust one of the most materially precious assets of his life: the house.

You can take advantage of this platform functionality for free to carry out geo-localized searches in the Municipality where you reside or in the one in which you are interested in selling, buying or renting a property: to start getting familiar with this tool, for example, search for agents real estate in Milan, or real estate agents in Rome, then refine your search by entering other parameters.

And how to know if they are real estate agents licensed to practice the profession?

In order to provide the service with the maximum possible transparency, we have thought of a method that would remove any doubts and that would provide a definitive and decisive answer to this question. To do this, we have taken on the task of checking the actual registration of the real estate agent at the Chamber of Commerce of their own province, for those real estate agents who have chosen to get involved by creating their Agent Profile and send us their updated Chamber of Commerce registration.

We are talking about the Verified Agent Profile, which you will find in the list of real estate agents on WeAgentz marked with a green button and which assures the consumer that that consultant is a qualified real estate agent.

However, this does not mean that real estate agents who have an unverified Agent Profile are abusive, indeed we are sure that this is not the case since at the time of registration the professionals accept a series of measures and sign a self-certification in which they declare to be agents. licensed real estate. Except that for the WeAgentz staff it would be too expensive – in terms of time but also economic – to go and download the chamber of commerce registration of each registered real estate agent.

Now that you also know how to find real estate agents online on the WeAgentz portal, you have more than enough knowledge to make the best choice of the perfect real estate consultant for you. So you just have to trust and entrust yourself!

sell a house quickly

 How to sell a house quickly (for real estate agents)

Let’s face it right away: selling a house quickly is not easy, despite the real or alleged recovery that the Italian real estate sector has been experiencing in recent years. Precisely for this reason, we have decided to seriously investigate this topic and give you some useful advice to improve the approach to selling, in order to place the properties of your real estate agency faster and perhaps even at a higher price.

To sell a house quickly, lowering the price is not necessarily the right move, as many might think. On the contrary, those who sell real estate should think of property not as a house, but as a normal product to be promoted and enhanced on the market, according to the laws that the latter imposes.

When this happens, the odds of selling your home quickly, and possibly at a good price, are far greater.

All the moves to sell a house quickly

We have decided to give you some tips that could help you sell your house quickly, making the most of each of the houses you have for sale in your real estate portfolio, and therefore shortening the waiting times before you can place them at the highest bidder.

Optimize Home Staging

L ‘ Home Staging has proved in recent years, rapid and inexpensive method to increase the appeal of a property and to promote the sale. In this article, we will talk about how to do it in the most effective way possible to sell your house quickly.

First of all, it is necessary to remove all the small items that the seller has around the house, such as photos and various collections. In short, to operate a sort of ” strategic decluttering ” in view of the visits of potential customers.

After that, check every single room and determine if there are any extra pieces of furniture that can be removed. The key to optimizing home staging lies precisely in cleaning up, and therefore putting oneself in the perspective of thinking “ less is more ”. Buyers want to see large rooms where they can imagine their life. The more things there are, the harder it will be for them to identify with a new reality.

“Cleaning up” makes the rooms more spacious and this makes the house appear more interesting in the eyes of a potential buyer. Old memorabilia, photos, and artwork, for example, can represent distractions. On the contrary, eliminating them allows your potential buyer to portray in their mind what it would be like to live in that property.

Make the house interesting, not a work of art.

Putting home staging techniques into practice is not yet very common among real estate agents, as it is considered non-priority and too expensive. However, according to the results of research reported at HOMI 2017, in Italy home staging reduces the average time spent on the market by 4 times, even allowing, in 23% of cases, to sell a house within a month. .

Furthermore, it is important to think about Home Staging by extending it to everything possible buyers see before entering the house. In fact, the first thing people see about a property is its surroundings, be it the parking lot or the courtyard. The first impression, unfortunately, or fortunately, always has a significant effect on the interest of the buyer, and that is why when a buyer parks the car in front of the house, he will already have the first idea that it will then be difficult to make him change.

Think about it.

In knowing a new person, however good we ourselves may be at suspending judgment, unconsciously we will still tend to label them positively or negatively.

The first impression is everything, and the visit of a property is so short and fleeting that it requires attention to every little detail.

A practical example. In case you want to sell your house quickly and it has a courtyard, it will be essential, to give a positive first impression, to remove weeds, dead leaves and to keep the plants.

New plants, shrubs or other greenery can obviously add considerable value to the yard in terms of visual effect, but you will logically have to try to use a reasonable budget for the realization and leave big projects alone unless they are strictly necessary.

Ultimately, in order to sell a house quickly, a well-kept frame helps to give visitors a good impression, and this will heavily influence the interest of the buyers when they actually enter the house.

This phenomenon has been studied in psychology and has been renamed the halo effect or halo effect.

Clean, clean and clean

The value of good cleaning, inside and out, is invaluable. Start outside the house after setting up around. Cleaning the walls well and washing the windows is a good start.

If the seller is thinking of repainting the walls to sell the house faster, first inspect the site to see for himself what condition they are in: often removing the dirt is enough to improve their appearance.

Inside the house, the owners must remove various dust and dirt from every corner, remembering that the kitchen and the bathroom are the rooms to which people pay the most attention. The more the houses look new, especially in these two rooms, the better the impression of the potential buyer will be.

Why give the impression of having to go through a grueling renovation once you have bought the property? In most cases, buyers like to visit a house that appears to be in perfect condition: a house that they can already move into .

The more the potential buyer will perceive this sensation during his visit, the greater his propensity to buy it without waiting.

Reshape or improve

A greater return comes from smaller improvements: new ornaments, new paintings and new floors, for example, create a new and fresh look at a reduced cost.

If you want to take a further step, you can improve appliances, systems and fixtures. These improvements will make the house look new and therefore more attractive, which will help you sell it quickly.

More expensive improvements, such as renovating the kitchen or bathroom, should only be considered if you deem them indispensable. While this type of work will help sell faster, it can take a long time to get it done, as well as making the process too burdensome. So, think carefully before advising sellers to take this step.

Conversely, small incremental improvements to the kitchen or bathroom are most likely to give you a higher return on your investment. A new sink, a less flashy chandelier or more modern shower curtains are all inexpensive investments that can instantly transform your space.

For example: why invest thousands of euros for a complete renovation of the kitchen, when you can spend less than a thousand euros for a new and functional set of appliances? Small interventions can have a big impact.

Of the small incremental improvements of the kitchen or bathroom, they are the ones most likely to grant you a greater return on investment

It also takes care of the light. A dark or dimly lit house is unlikely to make a big impression. Pull back the curtains and let the sunlight up all the rooms, also use artificial lights if necessary, to give a lively look to the rooms.

Invest in professional photos and go for it with marketing

Given the difficulty in obtaining exclusive sales deals, some agents tend to post unclear and professional photos to minimize the risk of losing valuable commissions.

This is a problem that can create discomfort, as well as prejudice, not only in our own customers but also and above all by foreign customers, who often consider it irritating and time wasters.

For this reason, if you want to sell a house quickly, it is important to effectively manage the marketing.

Basically, having arrived first, the competing agents for the acquisition of that property will find themselves as high barriers to entry, the greater your ability to make an ad professional. This obviously also includes certain professionalism in the photoshoot.

With a large chunk of buyers looking online for their dream home, investing in a professional photographer to produce high-quality images is key to attracting buyers and selling homes faster at a better price.

Furthermore, doing good online and offline marketing, as we have often reiterated, makes a difference in how buyers imagine a home initially seen on the web. The integration of these two channels is essential: make sure that buyers see only professional photos both on real estate portals and in the MLSs with which you advertise your properties.

Entertain your prospects with storytelling.

Storytelling is a very powerful weapon to grab attention: think it’s even part of our DNA.

For your potential client, buying a house also means establishing an emotional relationship with the place: make it dream.

The neighborhoods and villages of our country lend themselves perfectly to the purpose: we are a country rich in stories, anecdotes and historical-artistic events. Not to mention uses, customs, and culinary traditions. So why not delight your potential client with some small anecdote expertly mixed with the various architectural and purely technical features of the property? This will help make them less cold and more appealing.

Do not forget to implement the best SEO techniques to give visibility to your property on search engines and therefore be able to sell the house quickly.

Even the local SEO strategies can be exploited strategically to get visibility. On the other hand, users tend to add the location in which they are looking for a property, for example, “houses for rent in Florence”: so why not take advantage of this opportunity?

A 3D Real Estate Virtual Tour to amazing your potential customers

Admit it, 3D Virtual Tours are very fascinating from the point of view of the User Experience. Especially for operators in the sector, it is always special to see every corner of the property being dealt with virtualized in 3D.

If we also consider that the Virtual Reality market is destined to reach 25 billion dollars in value by 2021, there is reason to believe that this type of content will be consumed more and more by users. In this regard, we have carried out interviews with the founders of Realisti.co and Sferical, startups that concretize the technology linked to virtual tours for real estate agencies.

Using a 3D camera it is now possible to literally “stitch” an entire property and make it virtually open to visitors, directly on your ad. At that point, it doesn’t matter how far away your potential client is : he will have an excellent tool at his disposal that will help him get a first idea of ​​the property. This will help you have a very powerful weapon to be able to sell your house quickly.

Another really interesting technology that could help you present the property for sale better and without wasting time is the one offered by CubiCasa, an application that allows you to create a floor plan of any property in a few minutes, using only the smartphone.

Go beyond the simple Video Tour, use a drone

In recent years we have been witnessing the explosion of Video Tours shot with the use of drones. In reality, it must be said that this type of content is now a reality in the Anglo-Saxon world, where Video Tours by drones are particularly effective for advertising not only properties outside the city but also condominium apartments.

It is not difficult to imagine why this type of shooting is more and more frequent in real estate ads. Presenting your property with a drone makes the Tour much more captivating and allows you to show not only the surrounding landscapes but also details of the property that would be difficult to show with a simple photo shoot.

Thanks to this kind of shooting, your client will be able to get a more complete idea and will also be able to perceive in a more intuitive way the context in which the property is immersed, all directly from home. This will make the difference when he has to decide whether to visit your property or that of your competitor.

Don’t forget about the Millennials

The Millennials, or Generation Y, in Italy are 11 million and they are the target that in recent years is entering the real estate market for the purchase of properties. You certainly don’t want to be caught unprepared for this new type of customer?

The expectations of this target are very different from those of Baby Boomers. By the way, we made an article about new real estate buyers: the Millennials.

According to a survey by Immobiliare.it, 67% of the real estate offer on the market today does not coincide with the needs of Millennials.

The reason? 50% of the properties in Italy require maintenance and renovation, and it is clear that a generation raised with certain media models (the result of films, TV series, video games, etc.) has in mind an idea of ​​a house with a modern and functional.

For such a flexible and highly mobile generation, the concept of experience has become central. It is no coincidence that Millennials are great aperitif lovers and consider smoking an opportunity for sharing and socializing, and no longer a status symbol like the Baby Boomers.

data searches real estate online

If the concepts of experience, sharing and socialization are so important for Millennials, the kitchen and the living room will be the spaces to enhance and focus on, to quickly sell a property to this target. Replacing and modernizing obsolete furniture and creating an ad hoc Open Space arrangement for social moments are two of the most used low-cost solutions.

Improving energy efficiency helps you speed up the sale

Thinking about energy efficiency also means considering the possibility of having to make important changes to the property. Nowadays, buyers are much more sensitive not only to environmental and resource-saving issues but also and above all to save on their bills.

Equipping the property with solar panels, sensors or consumption monitoring systems such as a simple digital thermostat, or installing soundproofing panels in the living room, will immediately catch the eye of the potential buyer, allowing you to increase the selling price and your margin. the final. Everything must obviously be implemented without losing sight of the starting budget.

Put yourself in the shoes of your potential buyer: it would be quite impressive to be able to experience significant annual energy savings by showing the bill receipts with the consumption of the property before and after the changes made!

These are the facts that will convince him.

To help you achieve this, you can periodically take a look at the new IoT trends for monitoring and saving households.

Optimize your online presence and your reputation: in one word, do Personal Branding!

The more your professional figure and that of your agency enjoy a good online reputation, the more interested users will be convinced to contact you.

When we interviewed Gianluca Lo Stimolo, an expert in Personal Branding, he confided in us the most frequent mistake that real estate agents often make: focusing too much on the product, in this case, the properties, to the total detriment of the person, who is “snubbed” in most cases.

Having a good reputation is what has always characterized a good Real Estate Agent, especially in the last century, when most of the new clients arrived thanks to offline word of mouth.

But today, offline reputation alone is no longer enough.

Investing time in the development of your Personal Brand in the real estate market ( here we also talked about it with Gerardo Paterna ), pausing and learning to juggle the use of new technologies, is the best investment you can make in the era of Reputation Economy, the current historical period characterized by the convergence of online, offline and personal branding reputation, which becomes fundamental components of the image of a professional.

WeAgentz is the first online showcase in Italy for real estate agents qualified to practice the profession, defined by Il Sole 24 Ore as “the TripAdvisor of Real Estate Agents”.

Choose the right price

A good real estate agent will analyze recent sales and select a price that is suitable for the property for sale, to encourage buyers to bid and thereby try to sell the house quickly.

Defining the price of a house is not like defining a price for a car or a TV: what buyers ultimately pay often differs from the list price, and you know this better than we do.

In most markets, the best strategy for attracting buyers is to price slightly below the real market value.

This often generates numerous offers, which will compete with each other and allow you to sell the house quickly and at a higher price. On the contrary, setting a price too high from the beginning risks leaving your property in the ads for months. In addition to this, exaggerating the selling prices, thus making the properties out of price and far away from market prices, will negatively affect your reputation as a real estate agent, putting you in a bad light both towards more professional colleagues – who will probably keep themselves in the dark. away from possible collaborations with your agency – both at the level of perception of you as a professional by potential clients.

The reason the process described works is that the lower price makes the house visible to more buyers, who will therefore consider it a real bargain.

Another strategy is that which exploits what in the field of neuromarketing is defined as the ” anchoring effect “, that is the tendency of a consumer, in the decision-making phase, to rely excessively on the first information given to him, perceiving an excessive value and totally unjustified of a product or service.

You can take advantage of this effect by raising the first proposed price, with the aim of increasing the perceived value of the property among the public.

Once entered into the negotiation phase, the potential buyer will have the perception of having made a real bargain, saving compared to what he believed to be the true value of the property

When one of these pricing strategies is combined with all the previous steps, buyers will see a great home, in perfect condition, at an affordable price. Without a doubt, they will want to make an offer!

In conclusion?

In conclusion, the three key factors for selling a home quickly are home staging, cleaning and/or remodeling, professional marketing. Taking all three of these factors into consideration will increase the speed at which the house will be sold, and at the same time will contribute to increasing the perceived value of the property, with natural upward repercussions on the price.

You just have to roll up your sleeves and go for it.

sell a house online

The best websites to sell a house online

Real estate web marketing is one of the elements that have now become essential to be able to sell a property better and in the shortest possible time.

The subject of marketing in the real estate sector is really vast and could confuse those who, like you, are approaching the idea of ​​selling their home … but do not panic: one step at a time, we will see today which are the best websites to sell home online in 2020, thus going to deepen the methods of publication on the various internet portals.

What does this mean? That a portal should replace the classic figure of the licensed real estate agent we are all used to? Absolutely not!

If you are the owner of the property in question, however, it is essential that you know all the useful tools to be able to give greater visibility to your home during the delicate phase of advertising and sponsorship on the web.

So we decided to create this guide that is always updated to provide you with all the necessary elements to better understand on the one hand how an online advertising process for solutions for sale develops, on the other hand which are the best websites to sell a house. online today.

Selling a house online in 2020: a mandatory premise

We know perfectly well how much you care, for obvious reasons, in the sale of your property.

Surely you have carefully chosen and pre-selected the real estate agency to entrust with the sales assignment, or you are still “trying” on your own, but there is one detail that you absolutely must not neglect: in both situations, you will have to take care to the online presence of your home. What does it mean? Now we explain it to you …

In fact, several recent statistics have shown that any real estate negotiation is somehow conveyed by the world of the web. This data is very important to understand how much value you will have to attribute to the image that your home will assume online.

This process arises precisely from the now automatic use of the web by people interested in any product in the most varied sectors, before carrying out any purchase action.

Before even arriving at the real estate agency, even before starting to make appointments for visits, even before outlining some essential characteristics for the purchase of a new home, potential buyers through a PC, a tablet, or simply on their smartphone, start reading real estate ads and scrolling through many potentially interesting apartments.

So wouldn’t it be appropriate to take care of the presence of your home online?

The premise relating to the very strong use of the web, especially as regards real estate searches, was a must to make you understand the importance of real estate portals, whether you sell independently or with the support of intermediaries.

Before listing which are the best websites to sell a house online, let’s get to the heart of this reading by explaining precisely what are the generic ways of using the main real estate portals and what are their rules for publishing complete and effective ads.

Sell ​​a house, yes: but what are the general rules to do it better online?

Here we are, you are finally convinced to take the step of putting your house up for sale: presumably, following an evaluation, you will have agreed with the real estate consultant the starting price, or if you are selling as a private person, you will probably be starting from your idea of ​​realization price (even if what we recommend to try to sell anticipating downtime, is to have your home professionally evaluated by experts in the sector).

And now? Before going online, the property in question will have to pass a sort of “aesthetic test” in order not to risk losing potentially interested customers on the street, who, however, would not notice your home in the sea of ​​properties offered for sale on the web.

Preparing a property for sale is no longer optional: it will be necessary to make the house attractive, aesthetically pleasing, and pleasant to live in the imagination of the user who is looking at it.

Also with regard to this aspect, there are professionals able to work precisely on improving the image for the purpose of presenting the property for marketing and advertising.

First rule: the right value to the image

The first step, even for you who are not a professional in the sector, will be to create a professional photo shoot to start the sponsorship process on the web. 

Is it really necessary to point out that publishing photographs were taken with the mobile phone, in a hurry and perhaps even badly done, will not help much?

Our advice is therefore to get help from a professional photographer if you are selling independently.

If you have delegated the sale to a real estate agency, however, make sure that the agency’s services include a professional photo shoot for your home.

Second rule: prevent your real estate ad from getting lost in the sea of ​​ads on the portal

What could harm your home online sponsorship? Surely the fact that your real estate ad gets lost in the maze of the many ads published every day on real estate websites.

We will explain later how each portal offers the possibility to stand out and to always keep the visibility of your property on the front page.

It is clear that this aspect is fundamental for visibility: think for a moment what would happen if after dedicating so much effort and energy to it, your ad ended up at the end of pages on pages of real estate proposals … who would come to notice your house?

“Premium” is defined as the possibility of always obtaining top visibility, generally paying a sum to the real estate portal in question.

It is easy to understand that keeping your ad on the first or at most second page of the website in question will increase the chances of being taken into more consideration by any interested customers.

If you are selling with the support of a real estate agency, make sure that the targeted marketing for the sale of your home includes at least a certain period of time in Premium mode on the portals to which the agency is linked.

Third rule: the real estate ad, differentiate yourself!

Don’t assume that real estate listings all have to be the same. It is precisely because a real estate ad is always built in the same way, that which penalizes the impact it should have on the potential buyer.

It’s clear that you won’t have to turn into a professional storyteller to process the ad text, but surely finding ways to differentiate yourself wouldn’t be a bad idea at all.

While writing your ad, you will need to keep two important characteristics in mind:

  • Clearly expressed details, to give the reader an accurate picture of what he or she would like to buy
  • Text able to intrigue the reader to the point of making the action of contacting you to receive more information

It’s easy? Well, if it comes to your home, you shouldn’t have great difficulty in elaborating a text that can intrigue, but at the same time explain in detail some of the more technical particularities of the property.

If professionals in the sector take care of it, we recommend that you ask your real estate consultant to send you, before putting it online, a draft of the real estate ad, so that you can check it before publication.

From the rules to the practice: here are the best websites to sell homes online

We have just summarized in three simple rules some of the fundamental steps to start a real estate marketing process linked to the sale of your home.

These basic rules will be of great help to you both to monitor the possible work of the real estate agency that is dealing with the sale, and in case you are selling alone, to understand how to move in the world of real estate portals.

Now, however, we just have to start listing the best websites to sell a house: it is important to start from a distinction that in technical terms differentiates the portals into horizontal and vertical.

Vertical websites are those portals that deal exclusively with dealing with a single product, in our case precisely, properties.

On the other hand, the websites defined horizontal are those portals that collect sales announcements of various categories.

During this practical guide, we will first analyze the exclusive portals of the sector, then those defined as vertical, but we will not forget to mention also some horizontal ones that have a good following in real estate.

We would like to underline that the order in which the websites will be listed to sell homes online is not to be understood as a sort of ranking, but purely as a listing for its own sake.

Exclusive real estate portals in the sector

Casa.it

Perhaps one of the best known even by those who have never had anything to do with the real estate sector, Casa.it is fully among the best websites to sell homes online.

Publishing a real estate ad on this portal is really simple: just connect to the official homepage of Casa.it and register as a private individual in a simple and freeway. This will allow you to start taking the first steps by becoming familiar with the portal and thus begin to take advantage of all the services offered.

Registration involves entering your data, including telephone number and email address.

In fact, you will have to confirm the registration by clicking on a link that will arrive after a few minutes by email.

After successfully logging in, a screen will invite you to choose the way you want to use the portal :

  • For free
  • Smart: 19 euros for three months
  • Gold: at a price of 49 euros for six months

Of course, it will be precisely on the basis of the subscription package you have chosen, which you can obtain or not the pluses offered by the portal for your real estate ad.

An important detail to know is that once published on Casa.it, the ad will remain on the portal for at least three months: if you need to remove it, you just need to access the portal with your credentials and through the reserved area, by clicking on “manage ads”, you can remove it.

Immobiliare.it

Raise your hand if you do not know this real estate portal … perhaps in addition to being one of the best websites to sell a house online, it is also one of the most famous in circulation.

But how does it work to publish a property to sell or rent on Immobiliare.it?

Also, in this case, the very intuitive way and very similar to the procedure to follow for publishing on Casa.it, it will take you very few and simple steps to succeed in successfully publishing your real estate ad.

The first step will be to connect to the official page of the website, and the second will lead you to click on the “Publish for free” button located at the top right of the web page.

Subsequently, to create your account and thus easily access your information, you will need to click on “Register” and proceed following the instructions suggested by the website for entering your data.

Are you ready to place your real estate ad? You will immediately realize that it is really child’s play to do this.

As mentioned, Immobiliare.it is designed in an intuitive way and this allows easy use of the platform even for a digital neophyte!

After you have successfully registered on the portal, you will be shown a new page dedicated to the ads to be inserted.

Remember to check the “sale” box if it is a property to be offered for sale, or clearly “rent” if you are thinking of leasing.

Then you will be asked to enter all the information and technical details on the property, just as if you were filling out a real property sheet.

It is good that you know that after you have entered all the information correctly, the Immobiliare.it team will take the time to process your request, so you will not see your ad immediately in publication.

You will then be notified by email of the publication, now you just have to manage your ads by accessing the personal area of ​​the portal.

idealista.it

idealista.it is a real estate portal of Spanish origins, which has obtained a prominent place in the panorama of websites to sell houses online in Italy.

Again, you can create an account and publish your real estate ad for free by following the clear and simple instructions provided by the portal.

However, what we must underline with respect to the first two real estate portals listed, is that to make the most of idealista.it, you should choose from the available subscriptions, as the free offer is a little limited and limiting compared to web competitors.

The website offers two possibilities:

  • Sprint: this option will bring your ad in a prominent position for 24 hours at a cost of € 9.99
  • Top: You will have your ad in a prominent position for 30 days at a cost of € 35.90

Despite the diversity compared to its cousins ​​listed above, idealista.it remains one of the most chosen portals by real estate agencies and individuals who need to advertise a property for sale.

Because? Definitely, a good product, which offers extra services such as the possibility of making videos and photo books and more: for some time, in fact, a user can also request an evaluation of the property before putting it up for sale.

WeAgentz

The portal, created in 2015 to promote the figure of the licensed real estate agent, allows you to contact the perfect real estate agent according to your specific needs, to whom you can then possibly entrust the property to sell online.

The platform provides users with an advanced tool to find the right real estate agent, in a simple way and with full knowledge of the facts: in fact, with the utmost meritocracy and total transparency of information, it is possible to search among the qualified real estate agents present in the database of WeAgentz, comparing their skills, competencies and specializations, with focus on their background and experience in real estate, cities and areas of operation, work mode and much more.

WeAgentz is, therefore, an ideal ally so as not to leave the choice of the agency to which to entrust the sale of your home to chance.

The agents also have an Agent Profile in which they can showcase properties, with a direct link to the advertisement on their website or specialized portal, to increase the chances of selling the most attractive houses on the market in their portfolio.

So, to communicate, use the search bar you find on the Homepage, so as to carry out a quick and geo-localized search for real estate agents operating in your city: relying on the right real estate agent can be the first important step to sell the property. your home online at the best price.

WikiCasa.it

It is a relatively recent portal compared to its peers, but not of minor importance: let’s find out together how Wikicasa.it works, a web portal that should be mentioned for the large web traffic acquired in a few years of life, which brought it in the limelight among the major vertical real estate ad portals, but with a particularity that closely affects individuals …

The homepage is simple and easy to use and allows individuals only to receive an evaluation of their property, by entering the main data and geographical location.

After entering all the basic information, you can check an option to be contacted for free by a real estate agency with a detailed report on the property, including the most likely market value, analysis of demand, prices and comparables…

However, it is good to know that Wikicasa (here is the particularity we mentioned to you) is a real estate portal reserved for publication by real estate agents only, so if you came to our guide because you could not understand how to publish your ad on this portal, know that you will not be able to proceed independently with the publication of your ad.

The portal, therefore, allows you, as mentioned, to receive a free evaluation of the house from a real estate agent, who without obligation and with your consent can also take charge of the publication of your ad, or allows you to search among the ads already published directly from brokers.

Horizontal websites that can successfully host real estate listings – here’s what they are

We had promised to leave room for those online portals that collect different categories of product announcements, but in this case they treat the real estate sector with positive results.

The best websites to sell a house in a more generalist and non-specific way are undoubtedly Subito.it and kijiji.it. 

Subito.it

Also, in this case, the presentations should be completely superfluous, as in the specific case of a portal like Subito.it, we all know how it is constantly under the eyes of all in various media channels and for various reasons.

But how does it work for real estate ads? 

For some time, the website in question has created a separate macro-area, dedicated to the world of real estate sales.

It must be admitted that being a generalist website, we can also speak in Italy of a portal used mostly by private individuals and still little by real estate agencies.

Publishing a real estate ad on Subito.it is really very simple!

If you do not already have an active account with login credentials, you will need to register on the portal via the homepage, but this will really take a few minutes of your time.

To publish the announcement, you will need to use the “Insert announcement” button at the top right of the homepage: you will therefore be asked for all the information and technical specifications about the product for which you are requesting publication, after which the portal will take its time necessary to evaluate your request.

The notification of success or failure (if you have not respected certain parameters of the Subito.it policy) will reach you via the email address associated with your account.

You can also decide whether to be contacted by potential buyers interested in your ad either by email or by mobile phone or to choose only one of the two contact options.

Kijiji.it

The nature of this generalist portal is extremely similar to that of Subito.it, in actions and intentions, of course.

Kijiji.it is a portal that operates on different and transversal sectors… in short, you can really find everything there.

The thing that interests us, however, is that you can also publish real estate ads with ease and proven visibility, which is what we are looking for.

First of all, you will see a geographic map of Italy that can be selected region by region: in this way, you can very easily access the geographic area of ​​your interest directly.

Always at the top right and always after logging in, you will have to click on the button with a camera icon and thus proceed with the insertion of your real estate ad.

As usual and as you know by now, after having indicated the reference category, you will have to proceed with the technical information and the description of the announcement.

You can also, before publishing, ask to see a preview of the ad in question just to see how it will appear online to potential buyers.

When you are ready, by clicking on the blue “Publish ad” button, you can send your property immediately online!

real estate

21 Tips for writing your real estate bio on social media

In today’s article we will talk to you about how to write a real estate agent biography in a  workmanlike manner: if you don’t consider your real estate biography a fundamental tool for reaching potential clients, then now is the perfect time to change your mind!

Don’t overlook the persuasive power of your real estate biography, which can turn from a simple presentation tool into a real strategic showcase. An influential description can in fact attract new customers, lay the foundation for lasting relationships, and give people a valid reason to trust you from the very first approach.

What you need to know is that your potential buyers are already using social media as an information search engine when buying and selling homes. This is what emerges from the latest survey conducted by We Are Social and Hootsuite: Global Digital 2018.

According to the research, the use of social media has already increased by 13% compared to 2017 with more than 3 billion active people in the world (of these, 9 out of 10 access via mobile devices). In Italy, on the other hand, there are 34 million “social addicts”, which is more than half of the entire population.

What does all this mean for your business?

Today’s potential customers, before going down to contractual agreements, have the opportunity to study you more closely, get the first idea of ​​who you are and how experienced you are in your sector, all this through online channels.

You are probably thinking “But I already have a bio on social media!” and this is already an excellent thing because you are aware of the importance that it has, so today we try to understand how you can distinguish yourself from the others, in the sea of ​​web content. In fact, your biography is one of the most important aspects to differentiate you, but at the same time, it is a very often overlooked element. Because? Because in general the homepage of the website is mainly taken care of, that is the page that gets the most visits.

Your presentation, on the other hand, is the best opportunity to show your personality to leads and customers. According to Buffer, a popular Social Media Management platform, it is “an introduction, a first approach that allows your potential client to evaluate you and decide if you can satisfy their needs or not” .

Whether you decide to write it yourself, or you delegate someone else to create it, below we list 21 steps to make your bio a real hallmark!

How to write a successful real estate bio for social media

1. Choose the right image

The image you choose is the first thing potential customers will see. As such, it should make them feel welcomed, confident, and somehow “forced” to choose you as their real estate agent.
Make sure you have a quality photo where you appear smiling, friendly and professional at the same time. If possible, hire a photographer to rehearse and then ask some friends and family what they think. The photo is appearance, but it is the first impression a user receives of you, even before the copy.

2. Do a 10-minute brainstorming

Do you have writer’s block? If you’re writing your bio, just getting started can be daunting! Don’t try to achieve perfection on the first try. On the contrary, just start writing! Ignore spelling, grammar and focused primarily on eliminating parole .

Try writing a list, making a mind map, or just filling the page with your thoughts. Once you understand what you actually want to talk about, rewrite and review your presentation until you are ready to upload it to your profile.

3. Focus more on actions than personal characteristics

It seems a bit of a contradiction, but potential customers are not as interested in your embroidery collection as they are in the fact that you have sold a large number of properties thanks to your professionalism. Show that you are a hard worker who achieves results by describing what sets you apart from others. Make use of many action verbs (such as developed, achieved, accomplished, achieved) and try to be as specific as possible.

4. But… don’t list all your sales figures

For potential clients who aren’t real estate experts, pure sales statistics, such as the fact that you’ve sold 650 properties to date, aren’t important. These numbers are often too large and have no direct relationship to important parameters for your target, such as the selling price.

Instead, you could inform the client that you have sold certain types of properties in a certain area, so that they perceive a certain professional acumen for certain types of real estate transactions.

5. Write in the first person

Be authentic, speak in first person and things you care about, to make your presentation as personal as possible and above all “alive”, as if you were right there talking to your potential client.

6. Also focus on humor

Humor is a very useful tool to get in touch with your followers in order to have greater influence and to break through the veil of neutrality with which they will initially face the reading of your real estate biography. We are not saying to make it a cabaret, the real estate agent has historically been surrounded by an aura of professionalism and seriousness.
The value consists in inserting those two or three unexpected, surprising, extroverted words, which allow you to create a sort of empathic osmosis that will contribute to more effective decoding of your message by the potential customer.

7. Always keep an eye on keywords

Does your real estate bio include keywords from your industry and market niche?

If not, once you have identified the keywords you need to focus on, include them in your bio to optimize your page. This way the profile will appear among the first search results.

8. Don’t be vague

Users expect your real estate bio on social media to be unique, expressing original thoughts. Avoid using terms like honesty, integrity, trust, or 5-star service. These are often abused in the real estate industry, and lose their meaning when read by potential clients. It is best to stick to simple Italian, which truly describes you and what you do.

9. Offer a value proposition

The value proposition gives the reader an idea of ​​what they can expect from you. Include a value proposition in your bio, this could also simply be the content you post on the social page. You will have greater benefits by entering a CTA for downloading a free guide, email contact or a simple invitation to share.

10. Be consistent

To have satisfactory results, you need to make sure that what you say on your real estate bio is consistent across all the channels you are on. Basically, it is okay to change the shape and outline, but it is essential that the information coincide: on Twitter, you will most likely use short sentences, on Facebook you will write a longer paragraph, on LinkedIn it might be useful to add an article dedicated to your real estate biography. via Pulse. Take the time you need to better highlight your achievements and create additional assets, but in each one you need to be consistent in both information and cross-channel tone of voice. Don’t focus solely on selling real estate in one channel and being a family man in another – define your personality and keep it constant.

11. Write concisely

Your description should be a simple greeting, an introduction to someone who is considering contacting you. If a social networking website does not limit the length of the presentation text, still offers only the most important information without being too verbose – otherwise, readers will end up ignoring everything.

Here are some ways to do it:

  • Reduce the length of your sentences. Having limited space, try to shorten sentences. “I like working with luxury properties” can become “passionate about luxury properties”. With longer biographies, however, use a thesaurus to help you vary the vocabulary throughout the bio, but always make sure you use terms that are part of your way of expressing yourself.
  • Prioritize information. Choose the features that best describe you. Does the customer need to know that you are a dog lover? Could be. But did you already say that you love coffee, cakes, and yoga? Focus only on the essential information – the information you want your audience to remember.
  • Show it to a dear friend. After writing a bio, it can often seem like it sounds corny, terrific, or over the top. Show your real estate bio to a trusted friend or colleague and ask to see if it matches who you really are. So, reread it and delete anything that doesn’t help tell your story.

12. Add a personal touch

Life isn’t all about work, so talking a little about your personal life can be a great way to connect with potential customers. By including information about your family, pets, hobbies, your clients will see you as a real person rather than just a real estate agent. And, who knows, someone might contact you simply because you have something in common with him! Here’s how to get started.

Add as much detail as possible and try to answer questions like:

  • What are the 3 main things you love to do every day?
  • What challenges have you overcome that you are most proud of?
  • What’s your greatest achievement and why is it important to you?

Take the answers and turn them into a shortlist. Now that you’ve identified what sets you apart, you just need to include it in your real estate bio in descriptive form. This way you won’t have an anonymous presentation but something that will set you apart from the crowd.

13. Include customer testimonials

It is human nature to seek reassurance from others. Let other people speak for you by adding positive testimonials to your profiles. This feedback can help you seal the deal with a customer who may be hesitant.

14. Do not include testimonials from managers or colleagues

Avoid using recommendations from co-workers, especially in your LinkedIn profile. Leaning on your colleagues can make them think you can’t find a customer who is satisfied with your service.

15. Show that you know your area or city well

You know your area of ​​operation better than anyone else, but knowing doesn’t mean knowing how to prove it. So be sure to include information on where you’ve lived and how long you’ve been an active agent right there.

Conversely, if you’re relatively new to the area, tell why you moved and everything you love about your new area of ​​expertise. This is a great way to build trust with customers who will need your guidance to find their ideal home.

16. Don’t put ads in your presentation

There is a specific time and place for each ad, but this is not it! Keep your real estate bio simple – if you use it for advertising only, you will drive away customers. Make sure people feel your qualifications and dedication to meeting their needs, rather than achieving your business goals. In this sense, and referring back to point 4, the citation of too much economic data must be clearly considered.

17. Do some research

Finding the best way to express yourself and grab your reader’s attention can be hard to figure out on your own, so start exploring what other agents have done. This will give you some tips on what works and what doesn’t, allowing you to differentiate yourself and develop your technique and style.

18. Show your qualifications

Report that you are a licensed real estate agent. Showing this may seem trivial, but it adds credibility to your profile and demonstrates your level of professionalism. Don’t be afraid to list other relevant qualifications, your training, your work history, a shortlist of training courses attended. All of this will set you apart from other agents by showing your ability to excel in your industry.

19. Use various multimedia tools

Having both a written bio and a video introduction can not only make you seem more tech-savvy, but it also allows people to get to know you a little better. In this regard, here is a guide for you to use YouTube in real estate.
Orange

20. Check your spelling

Your real estate bio is the perfect opportunity to prove how professional you are, so make sure your writing is 100% correct! Only a single mistake can make you lose a customer forever. Once you feel your bio is perfect, follow these three steps: take a 12 to 24 hour break so you can review it with a fresh mind, read each word aloud, and finally ask a trusted friend, family member, or a colleague to read it and give you feedback.

Also, avoid overdoing the use of fanciful fonts and writing techniques. Use exclamation marks, italics, and bolds sparingly, which, if used excessively, can distract the reader.

21. Review your bio periodically

Writing or perfecting your bio should be at the top of the priority list. Interests change, skills evolve. Your followers have been looking at the same bio for about three consecutive years and have grown tired. R ivisita your presentation every six months, every year up to add or change details and to keep your followers interested.

How to customize your real estate bio for each social platform

In an online world increasingly crowded with content, creating differentiation is a must.

As best-selling author Seth Godin states,

“In a connected economy, what other people think and their expectations about you are things that go together to create your brand identity”.

Of course: standing out can be difficult. The challenge for most people is to translate these characteristics into something that is fascinating and that can inspire potential customers through social media.

Don’t think that one type of bio is suitable for all platforms.

At a minimum, you should create biographies and profiles on:

  • the website of your real estate agency
  • LinkedIn
  • your Facebook business page
  • Twitter
  • Google+
  • Pinterest
  • Instagram
  • industry reference websites such as WeAgentz

Each social platform shows the biographies in different parts and, as mentioned, can have a certain limit of characters. The following Unbounce cheat sheet shows character limits and general best practices for major social media sites . Keep in mind that these sites are constantly posting updates for layout and functionality, so make sure you are always informed about changes.

real estate biography

Facebook

Facebook offers you several options: there is a bio tagline that appears on your main page, and an “Information” page that contains the fields to include the tagline, as well as the mission, company overview and description (some fields will vary depending on how you set up your page: personal or business). Use descriptive and simple language that your prospect might like. Don’t forget to use hashtags to be found on every social channel.

Twitter

The ideal place to show information in small quantities but in a pervasive way: your educational qualification, the results achieved in your work, your daily interests. In this channel, wise use of hashtags is more essential than ever.

Hillary Clinton, during the last presidential elections for the White House, found a great ploy to make her biography funny, defining herself as a “haircut icon”, a “suit aficionado”, and if a US presidential candidate can do it. of America, it means that the ironic descriptions on social networks really serve to attract attention!

real estate biography

Google+

Since this bio is tied to your Google account, it is important that it has as much relevant information, appropriate keywords, and links, contact information. Technically, your “About” page on Google+ has many areas to fill in, but for the purposes of creating your real estate bio, we will focus on the “History” section, which includes:

  • Tagline – a brief description of who you are
  • Introduction: the heart of your bio where you specify what you do, how you do it and what interests you
  • Advantage:  your achievements, professional or personal

For example, you could talk about your qualifications, interests, achievements and areas of specialization. Speak in first person and also add a value proposition, links to your websites and blogs and provide multiple ways to reach them.

LinkedIn

LinkedIn is the quintessential professional social networking site, so it makes sense for it to be the place to showcase results and experience in-depth. As there are no limits of character, feel free to be as complete as possible to communicate the most important details of your business.
For example, you can use your bio to describe your qualifications, results and a link (only one!) To your property listings.

Pinterest

Your real estate biography on Pinterest is a great space not only for your business information: being a visual medium, p UO also express your passion, creativity and interests. Show how you managed to sell that badly made house by home staging. Be as concise as possible, describing what you do and what results in your customers can expect from using your services.

The real estate market is constantly growing in the online world, thanks also to the pervasiveness of mobile devices. In such a scenario, your professional biography becomes an increasingly fundamental tool for generating customers and for communicating your brand identity to the world.
Follow these tips and you will notice an increase in leads attracted to your profile. Each agent is unique and respecting your diversity will help you stand out from the crowd!

WeAgentz

The Agent Profile on WeAgentz is the most complete page for a real estate agent. The profile opens with a section dedicated to contacts and links and a brief introductory description. Then you have the opportunity to write an introduction by adding immediately after a presentation video (if you have one) and specify the cities served in the appropriate section, complete with integrated Google Maps.

Each Real Estate Agent has the possibility to specify their training, their experiences, specializations and languages ​​spoken, as well as the main activities carried out through the use of a pie chart.

Real estate advertising

Real estate web advertising: what you should know

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

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

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

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

Enjoy the reading!

Real estate web adv: the 2 most effective tools

I) Facebook Advertising

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

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

5 steps for an effective Facebook advertising campaign

1. Identify your target

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

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

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

2. Bring your ad to life

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

– Title
– Body of the text
– Image

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

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

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

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

3. Define your goals

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

4. Design your ad

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

– External URL
– Facebook page

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

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

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

Location targeting

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

Interest or keyword targeting

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

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

Connection targeting

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

Age targeting

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

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

CPM OR CPC?

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

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

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

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

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

5. Planning

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

I) Start with just one ad

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

II) Start with lots of announcements

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

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

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

II) Google AdWords real estate

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

Why should you know Google AdWords to promote your properties?

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

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

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

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

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

How does Google Adwords work in real estate?

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

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

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

– Generic keywords
– Wrong page
– Unmeasured results

Generic keywords

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

Wrong page

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

Unmeasured results

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

How to distinguish effective keywords from harmful ones?

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

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

– Google Instant
– Keyword Planner

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

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

A match can be of five types:

– Exact
– Phrase
– Generic
– Inverse
– Modified generic

Using matches correctly improves the performance of your AdWords campaigns.

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

How does Google AdWords rank the real estate ad?

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

Basically, the factors that most determine the position are:

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

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

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

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

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

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

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

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

real estate landing page

How to design an effective real estate landing page

Today we will talk about how to design a real estate landing page in a workmanlike manner, considering that nowadays, not surprisingly, one of the greatest challenges faced by real estate agents is precisely to keep up with the advancement of technology.

Social mediaemail marketingonline real estate listings – the number of tools available can overwhelm you when you’re trying to run your business in the digital world. But the fact is that you will have to find a way to be able to better cope with the technological change because it is now established that almost half of the real estate buyers start looking for a new home online.

If you are a real estate agent, you will therefore have to start creating specific web pages for your target (more precisely called landing pages), to push users to contact and facilitate their purchase process.

The question you have to ask yourself is: why do you need a real estate landing page?

You must know that even when people do not immediately start looking for a new home online (for example, they inquire from friends and relatives, read a local trade magazine, trust the advertising of a well-known real estate franchise seen on TV …), to they end up there anyway. According to Realtor,  99% of millennials and 89% of baby boomers say they still use the internet during the property-purchase process. A figure that leaves no room for replicas!

This means that if you are a real estate agent you should have a strong online presence no matter what your niche is.

And since every Internet marketing strategy integrates different channels available such as social media, email and pay-per-click advertising, you will need a real estate landing page that your customers can land on once they have clicked on your web advertising campaign. real estate.

What is a real estate landing page?

Have you already created a real estate landing page for your business? Here’s how to figure it out:

1. Is your page disconnected from your website navigation?

Your landing page should be part of your website, but it should be inaccessible from your site navigation. To be a true landing page, potential customers should be able to enter it after clicking on a link they received via one of your communication channels – email, pay-per-click ads or social media.

2. Is your page solely for converting visitors?

Some people will tell you that your page must have a specific structure or call-to-action (CTA) to be considered a landing page.

What you create must have one and only goal: conversion.

Why a real estate landing page is so important to an agent in 2019

Imagine a real estate landing page just like the small studio where agents usually welcome their customers to close a sale, smaller and more intimate rooms than the usual noisy offices. These rooms are not meant to have more privacy, but to gain customer attention and facilitate business. It is easier to make a decision in a closed environment,  without too many distractions that could lead the user to other corners of the web.

In 2019, the vast majority of users are online and the “small rooms” where agents make sales with their customers have now disappeared. Now there are their virtual equivalents: real estate landing pages. What you need to do is persuade users to give you their contact information, and hope they want to interact with you.

Combine online and offline marketing

An interesting possibility that technology offers today is to connect your real estate landing page to your social accounts, even via QR codes, starting from billboards, flyers, business cards or any other offline promotion tool. This is a great way to use technology to track how many people visit your website from offline tools.

Landing pages allow you to get a longer and more targeted pitch

While most real estate agents will say that your landing page content should be as short as possible, you actually have the ability to put a lot more information on your real estate landing page than you can on Facebook.

Also, if you direct your leads to your website home page, they are more likely to get distracted and never come back. Because real estate landing pages are specifically designed to get contact information from potential sellers or buyers, you’re much more likely to get a better head start with a well-targeted campaign.

It is possible to do an A / B test on the landing pages and modify them based on the results obtained

Let’s say you’ve thought of two different pieces of content for your landing pages, but aren’t sure which one to choose. You can set up your real estate landing page to show one version of the content to half of your visitors (option A) and the second version of the text (aka version B) to the other half, so you can see which one has the best performance. You can also do these tests for layouts, images, Call-to-Action, and even with the color of the CTA button or contact forms. The following tools might be right for you: UnbounceVWO, and KISSmetrics.

Now that we’ve completed an introduction to the real estate landing page and why it’s so important, let’s take a look at the three types of landing pages every real estate agent should be able to create in 2019.

The different types of real estate landing pages

1. Real estate appraisal landing page

  • Lead Type: Real Estate Sellers
  • Advantages: good conversion rate
  • Disadvantages: May require a subscription to real estate appraisal services

Real estate appraisal landing pages are the most used landing pages by real estate agents in 2019 to get leads from sellers. Here’s how they work: A real estate agent creates a Facebook ad for users who need to sell their homes. Generally, the ad will offer them a free home appraisal so they can find out how much it’s worth on the market. When a potential lead clicks on that ad, they land on the property appraisal landing page.

There are two sub-categories of landing pages in this regard:

1a. Instant evaluation landing page

  • Conversion rate: Medium / High
  • Advantages: Higher conversion rate
  • Disadvantages: More partial leads (eg. They just leave their address without indicating emails)

This type of real estate landing page offers potential clients an instant home appraisal in exchange for their contact information. In order to set up an instant home value landing page, you need to be able to offer prospects an appraisal of their home right away as soon as they provide their contact information, using automated software with pre-set parameters.

The great thing about these types of pages is that the conversion rate (the percentage of people who leave their contact information) is among the highest in real estate landing pages. After all, people are more likely to give their information in order to get something in return immediately.

The downside is that you have more partial leads, as people tend to enter only their address and some details about their home but leave no useful information.

1b. Landing page of the CMA (Comparative Market Analysis) offer

  • Conversion rate: Medium / Low
  • Advantages: it more likely leads to requesting the CMA
  • Disadvantages: Fewer users leave their contact information

A landing page of the CMA offer encourages visitors to your website to provide you with contact information so that you can more accurately rate their home. Your ads will look very similar to; “Is your house worth more than you think?”.

2. Real estate landing page with free content

  • Lead type: Seller or buyer
  • Conversion rate: Medium / High
  • Benefits: Leads will be more likely to leave their contact information
  • Disadvantages: Leads may be further away from making a buying or selling decision

For this type of landing page, you could offer Ebooks for both buyers and sellers, a guide to off-market listings in your area, a list of the top ten renovations with the best ROI, an updated list of foreclosures or any other content. a buyer or seller might want from a real estate professional.

While free content landing pages tend to have a relatively high conversion rate, there could be a danger that the leads you get are too high up in the conversion funnel, still in the awareness stage, and won’t guarantee you immediate revenue. .

3. Landing page for real estate search

  • Lead Type: Buyer
  • Conversion rate: low
  • Benefits: Higher CTR (click-through rate, i.e. how many people click on your ad)
  • Disadvantages: lower conversion rate

People will search for ads on your website but they don’t necessarily sign up. This type of page it optimizes times a lot because you don’t even need one real landing page, you can simply use your home page by adapting it, obviously with all the limits of a lower conversion rate.

The 3 main elements of a real estate landing page

Before taking a closer look at the software and tools needed to create landing pages. let’s take a look at the three common factors that distinguish them: copywriting, general layout, and CTA (Call to Action).

1. Copywriting

In the copywriting of a real estate landing page, the main objective is to briefly describe one’s value proposition and demonstrate one’s relevance and authority in the real estate sector. For example, you can write a short paragraph about why users should download your ebook, call you, or do whatever you are trying to get them to do. Recognition, significant exploits, and sales testimonials can be extremely effective in this regard.

Write simple text

Remember that your landing page needs to convince potential customers in fractions of a second. Keep the copywriting clear and concise. Use short declarative sentences. Complex sentences bore people and increase the chances of them leaving your page.

Break up your content

If you want to insert different texts on your landing pages make sure to divide them with subtitles, icons, images or bulleted lists. Structuring the speech will make it easier for people to browse the page and read-only what they are most interested in.

Cite statistics

Since you have such a short time to grab users’ attention
and get them to convert, you need to use eye-catching ploys. Make use of statistics and expressions that show a certain urgency for action (such as the “Call Now” CTA…). Remember the content marketing formula: Problem-Agitate-Solve. Create a need or a problem, push your presentation and then propose your solution.

Here are some examples of copywriting depending on their effectiveness:

  • Poor content: “There are many new 3 bedroom apartments in your area”
  • Good Content: “There are 97 3-bedroom apartments in Parma on the market right now”
  • Great Content: “There are 17 3-bedroom apartments for less than € 60,000 in your area. Check it out before anyone bids! “

Always remember your goal

The most important thing to keep in mind when writing copywriting for your landing page is to always be clear about your goal. Before adding another word, always ask yourself if it will help you persuade your lead to fill out the form and leave you the contact information you want so much. If the answer is no, forget it.

2. General layout

Like copywriting, your landing page design should also be simple, attractive, and help convince your leads to give you their contact information.

Here are some tips for designing your real estate landing page for great user conversion rates.

Use pre-set and custom landing page templates

Most people think graphic design is simple. After all, you may think that it is child’s play and that you just need to have photoshop installed on your pc or have attended a simple course. The answer, of course, is that, like all trades, setting up landing pages in a professional manner can take many years of experience.

But there’s no need to make things too difficult when creating your landing page. Just customize one of the hundreds of landing page templates available on software like Unbounce or Instapage.

The lead acquisition should be the main focus of your landing page

Don’t worry about making your landing page perfect. Yes, of course, you want to create something that looks professional, but that doesn’t mean it has to be filled with fancy special effects or graphics. In many cases, the simpler landing pages have a better conversion rate. While this may seem somewhat counterintuitive, it makes more sense than you imagine. People want to work with someone they can feel trusted. Who would you trust most, a luxury Wall Street investment bank or your local credit bank?

Landing pages must be responsive

A page is responsive when it adapts to desktops and mobile devices. As you may have guessed, in today’s mobile-first world it is imperative to make sure your landing page is perfect on both mobile and desktop. You may need to create two separate pages. Fortunately, you can do this quite easily using landing page builders like Unbounce.

Less is more

As with your content, you should always ask yourself if the layout, fonts or images you choose will serve to attract more people and provide you with their contact information. In most cases, this means fewer images, fewer fonts, and fewer colors or other distractions.

Use images to get an emotional response

The images you choose are just as important as the content and the Call-to-Action. When choosing images for your real estate landing page, make sure they are of good quality. Most importantly, make sure your leads react positively to your page. In general, this means having high-quality, large-sized shots available.

Think about it, the image of a beautiful house will likely produce a more positive emotional response than an ugly one. That said, however, it is also true that the image of a mansion could be intimidating to someone living in a low-income area. Always adapt ad images to your audience.

Houses or people?

While house images are generally a winning bet for landing pages, images of people may be less useful for your conversion goals. In a recent experiment, pages showing only properties for sale achieved 34% more conversions than pages showing photos of people.

If you really can’t help but insert smiling people on your website, make sure that the subjects are facing your CTA towards your contact form.

Insert archive photos

Sometimes you can also find stock photos that work amazingly well for landing pages. If you want high-quality photos, you can use free sites like Unsplash or paid sites like Stock or Getty.

3. The Call-to-Action

Okay, now let’s look at the most important element of any landing page: the CTA. The CTA encourages your visitor to take action.

Here are some tips for creating effective CTAs.

Enter your CTA at the top of the landing page

While it may not look good you should always put the CTA at the top of the page. This will greatly increase the chances of conversion. However, if you’ve developed a real estate appraisal landing page where you’re trying to get people to sign up for benchmarking market analysis, it might be worth putting your CTA at the bottom.

In 2017, A / B tests were carried out which showed how CTAs placed at the bottom of the page get 20% more conversions than CTAs inserted at the top.

Avoid words that require commitment from your users

Friction words are words that create negative associations in your visitors. Avoid using words like send, buy, sign up, or click in your CTA text. It seems like something small but these verbs can give users the impression that they have to do something challenging.

Colors

According to data from Optinmonster, red buttons for calls to the action performed better than green buttons. Use colors that stand out from that of the main page. This will help your button stand out and increase clicks.

The best real estate landing page templates

There are several tools to create landing pages, and we have already mentioned a few, but now we would like to be more complete. Here is a nice list of the most used ones:

  • Unbounce
  • Mailchimp
  • Instapage
  • Mail up
  • Leadpages

These tools are ideal for facilitating lead generation and increasing the benefits for your brand. Thanks to them, you can create landing pages with a simple but effective interface at the same time, having many templates to choose from. Let’s see some of the tools mentioned above in detail.

Instapage

This software allows you to have the ability to choose templates based on the goal you want to achieve. The cost of the service is fair and the pages that are created are responsive.

Leadpages

Leadpages is a very affordable service, very simple to use and offers tons of templates to choose from. In addition, Leadpages gives the opportunity to take inspiration from the landing pages created by other users and thus have creative ideas on the design to use.

Mailchimp

Mailchimp users can create free landing pages. MailChimp was actually born as an email marketing software (EMS) that offers a series of simple landing page design options to match your email marketing. The number of options available and the easy-to-use interface differentiates MailChimp from other types of software.

Unbounce

Unbounce is used by marketing teams and agencies to create landing pages (custom pages dedicated to a single campaign goal) and overlays (targeted calls to action that can appear at the top of any web page), without having to rely on designers or developers.

It is designed to allow marketers to be fast and have all the customization possibilities they need to launch and repeat campaigns for conversions. A / B testing, drag-and-drop functionality, lead generation, CRM integration, a rich gallery of responsive templates and dynamic text replacement are some of the elements this tool allows you to work with.

Conclusion

An ideal landing page includes many different components that take time and experience to manage them effectively. We hope these tips have given you some ideas for your real estate marketing so that you can best design your real estate landing page.

Knowing how to create landing pages for the real estate sector is becoming a crucial skill for real estate agents in 2019. After all, what’s the point of inviting people to click on your Facebook ads if they don’t provide their contact information?

What can real estate professionals do to ensure that their agency stands out from the rest when users do their research online? One of the most important things is to make sure that all landing pages are perfectly designed.

Whether you’re a real estate agent or a business owner, you probably already know how important your landing pages are in a world where the internet reigns supreme.

Have you found the right inspiration?

What kind of real estate landing page have you created for your website?

Were you already aware of the tools to create landing pages that we presented to you in the article?

 

real estate SEO

What are the new real estate SEO trends?

Let’s start from the basics: what is meant by SEO and why is the real estate sector interested so much, not limiting itself only and exclusively to digital marketing? In this guide, you will find all the useful tips to increase the visibility of your real estate agency on the web and you will not miss any of the new real estate SEO trends 2020.

Are you thinking that you have finally found the right guide to dissolve your doubts? You are absolutely right! By taking care of the part relating to real estate SEO, your business could find benefits and greater visibility on the web.

It must be admitted that the trend certainly started even before 2019 and in fact, we have already dealt with the topic ” SEO trends ” several times in the WeAgentz blog, but it is now clear that in 2020, the one relating to the importance of the online presence for every type of company, it will now be a daily reality.

If you are a real estate agent, you will know that to conclude a negotiation, the “old-fashioned” work to which you have been accustomed up to now will certainly not be enough. It is no coincidence that digital marketing and the real estate sector now go hand in hand. They are two worlds that can become complementary and some real estate agents have already understood this for some time.

To succeed in collecting a large and adequate slice of the market, you will necessarily have to confront yourself with the current reality and stay up to date on the latest news on the web. The world of the World Wide Web is today a potentially high-impact tool for increasing the volume of your real estate business and therefore concluding more deals. The secret? It is to know it in all its facets.

Here is the reason why in this guide we will reveal to you what are the best strategies to use to better take care of your real estate SEO and above all what will be the real estate SEO trends in the now very close 2020.

Among the many activities that you will have to carry out to be able to give the right value to the part relating to the online image of your agency, there will be the one related to SEO optimization, obviously applied specifically to the real estate sector. Are you ready? Let’s begin!

The world of the web and with it of course also that of digital marketing, have opened the doors to new and potentially positive scenarios for every business model. Why not learn about them and use them to increase the potential turnover of your business? In this sense, the new real estate SEO trends 2020 could be of significant importance for you.

Not only for this, but also for many other reasons that we will explain later, it will be essential for the success of the visibility of your real estate agency on the web, or for the maintenance of your online positioning, that you have a complete perception of all new real estate SEO trends 2020. Before listing what the new trends and strategies for not falling behind are in practice, however, let’s try to analyze what SEO specifically is and why we consider it fundamental.

Trend SEO: a continuous evolution that needs constant updating

What is SEO? By SEO, in a broad and non-sectorial way, we mean the maximum optimization on search engines such as Google, Bing, etc … of a particular website, or of any content published online. Of course, being an ever-changing world, SEO parameters also change at lightning speed. To be absolutely sure that your website respects SEO trends and is, therefore, well-positioned, you will need to keep in mind the technical precautions that we suggest in this practical guide.

In reality, SEO, an acronym for ” Search Engine Optimization “, contains all those technical measures certainly necessary for the optimization of a website, but with the sole purpose of bringing as much organic traffic to those contents. What does it mean to have a large influx of organic traffic on your real estate agency’s website? It is easy to understand that if the work on SEO has been well done, your website will be rewarded by search engines and therefore will climb its positions in the SERP, thus increasing the chances of having greater visibility and consequently greater conversions and therefore sales. .

Precisely to try not to be left behind by managing non-indexed and hardly visible websites, digital marketing experts constantly study and monitor the performance of search engines and what is rewarded compared to what is penalized.

Real estate SEO: what it is and what it is for

How does the concept of real estate SEO differ? Of course, since this is an aspect strictly related to the content, it is clear that there are practical tips that interest the real estate world to bring your agency’s website to maximum optimization on search engines and obtain organic traffic of users interested in the topic. treaty.

To get more organic traffic and therefore take care of the aspect linked to the online identity of your real estate agency, you will need SEO work aimed at that particular product category, in this case precisely, the sector of real estate sales, or property finding, or at judicial real estate auctions.

It should be noted that working on the SEO of a digital project is a commitment that requires time and a lot of patience. Since these are real results and organic traffic, growth in this sense will necessarily have to take place slowly and gradually. So be wary of anyone who tells you that you can work well on SEO and hope to obtain immediate results: they would in any case be temporary and not long-term goals.

The new real estate SEO trends 2020, in this case, meet the needs of professionals, thus helping experts to pull the strings regarding the aspects on which they must focus and those that can be omitted or modified compared to the past. Are you ready to take note? Here are the new real estate SEO trends to keep in mind to improve your business from now until the next few months.

Here are 3 useful tips to increase organic traffic to your real estate website thanks to SEO

  1. Take advantage of the inbound marketing channel to attract new customers: it will be necessary to research and use keywords related to the topic and have the necessary patience to wait for the related ones identified by you to bring the right results. Let’s explain: the most searched keywords, are also the most competitive ones as well as being the most expensive ones; they will be the same ones that will penalize you because they will make you enter a huge bubble of content that all focus on the same keyword and with good chances, yours will not have great visibility. To do a good job of real estate SEO, you will need to use keywords that have a similar search pattern to the main ones, but that are less used by other users. By following this scheme, you can in fact take care of the content marketing of your real estate blog, trying to position yourself well with those new keywords and, with a good chance, you will attract readers who are really interested in the topic in question.
  2. Value your brand: Learn how to use the strength of your brand to get noticed by search engines. Statistically, Google appreciates and values websites that have a ranking relevance, as they have received approval from the public. To make this parameter captivating, it will be necessary to know how to distinguish yourself by taking courageous actions that could hit the mark. In reality, there is no magic formula to accomplish this technique, but you can try and often succeed, with a good dose of corporate courage. To obtain considerable results, it will therefore be essential to take different steps from those of the competition: stand out and certainly, the web will appreciate it. Some tips in this regard could be to really help the potential user by solving a problem, to create quality content that is different from the usual seen and reviewed or to respond quickly to the requests of potential buyers.
  3. Increase the popularity of your real estate website by implementing a good link-building strategy: focusing on well-built link building is one of the SEO techniques that has always generated great results. To date, however, doing link building as we have been used to, no longer makes much sense. This is because the web has become a box too full of content, thus significantly lowering the level of quality. To try to make your real estate website popular, you could study something creative that allows for the implementation of an innovative link-building strategy.

Real Estate SEO Trend 2020: Here’s everything you need to know

Let’s get to the heart of the topic of this guide dedicated to qualified real estate professionals: in the next paragraphs, we will analyze all the real estate SEO trends that will characterize the new year. In this case, starting to put some of the tips we suggest into practice, trust me, will not be a bad move.

1. The web search changes mode: from written to vocal

A recent statistic has predicted that in 2020, about 30% of web searches will be done by voice and no longer by manually typing words on a keyboard.

The exponential growth of voice search is also significantly changing many parameters related to SEO; the statistic in question, published by E-Consultancy, has identified and analyzed a revolution already underway in the world of the web which will have its maximum peak in 2020.

In this sense, many of the parameters related to SEO as it is understood in the traditional way, are missing. Rest assured though: there are some useful tips to update yourself to this new search method and not lose even a possible buyer.

Being able to be found by search engines and consequently by interested users through the voice search mode completely changes the way of doing SEO and, clearly, only the brands that will succeed in this evolutionary intent will be the ones that will get more results in the future.

Let’s take a practical example: using tools such as Siri or Google Assistant, the user will formulate their search so that the artificial intelligence they are referring to can understand and satisfy it. The way in which a user communicates by asking for information using his own voice is certainly different than when typing the exact same request on the keyboard.

You will understand well, therefore, how quickly everything changes. A tip to be able to optimize the website of your real estate agency so that it can also be visible as a response to voice searches is undoubtedly to decipher the change in the mode of communication.

Real estate SEO trend and voice search: here are what measures to implement

How will it be possible to bring the revolution in the field of voice search on the web to the advantage of your website? Here are some practical tips to be able to appear among the results that can actually be consulted with voice search.

  • Idealize a typical dialogue: then try to focus on the possible questions a user could ask his artificial intelligence: how would your website be responsive? The new trend to follow in this case is precisely the logic of dialogue; a question is followed by an answer as if you were chatting with friends.
  • Speed: Google rewards speed, websites fished as results of voice searches by users, are precisely those optimized sites that load the information quickly. In this sense, you will therefore have to make sure that the website of your real estate agency meets specific criteria such as compressed files, optimized images, very short response times from the server, and maximum functionality from mobile.
  • Taking care of snippets: getting into snippets is a foresight that could actually bring great results. The snippet box is in fact composed of a summary of the voice search response extracted from the web page in question: in the snippet box there are also the link that refers to the page, the title and the URL.
    Google will only show snippets that will answer the user’s search in an exhaustive manner: a snippet taken into maximum consideration by search engines, is certainly composed of a text created with a number of words ranging from 40 to 60.

2. Interaction between brands and users through video content

Before social networks took over, thinking of being able to optimize the work of online content through videos was a very distant thought.

To date, however, the live video tool is fully part of the list of recommendations to be implemented to optimize your website by passing through social networks. We are therefore talking in all respects of social media marketing strategies.

Video marketing is becoming increasingly popular and is lots of companies choose to succeed in creating the right interactions with prospective buyers, showing every day of much appreciation for this tool.

Especially with regard to the real estate world, thinking about using live videos to generate more traffic or simply attracting more users to our service or product is undoubtedly a recommended choice.

The real estate sector fits perfectly in this way: you can therefore stand out, offer an innovative service and focus on interaction to create movement online.

Cisco claims that, in 2021, video content will account for about 80% of online traffic. Could it be the case to be a precursor, before it is too late?

Video content and real estate SEO: how they interact with each other

It would seem almost obvious to underline it, but perhaps it is not: in terms of SEO and therefore to be able to be clearly visible on search engines, incorporating (quality) video content to your website could prove to be extremely interesting, let’s find out why.

  1. YouTube Channel: It was recently shown that the YouTube video platform is now twice as popular as the Bing search engine. For this reason, being featured on YouTube could bring significant benefits to your real estate agency. In constant growth, users spend about 60% more time than last year consulting video material on the web. In addition to thus obtaining good visibility for users, you can be noticed by Google that rewards content that contains video material, thus increasing your notoriety on the web.
  2. Associate video content with the texts of your blog: it has recently been shown that web users, increasingly lazy and tired of reading, prefer to associate quality reading with video content that is engaging and informative at the same time. In this way, they will get less tired and have a longer stay on your website

3. How to fully understand the intentions of potential buyers

A fundamental element that you cannot afford to underestimate is that of being able to fully understand what the intentions of your potential audience are. Only in this way will you be able to optimize your content, hope to satisfy a large number of requests and get more customers interested in your content.

On the web, users active in searches can be divided into four different types, which change according to their intent:

  • Information intent: of course it will be users who are looking for precise information (what is needed for… ect…);
  • Browsing intent: they are users who specifically search for online content;
  • Transactional intent: in marketing, they would be defined as hot users, that is, those who are already close to buying;
  • Commercial intent: users who use the web to do market research or statistics;

To date, the search engine algorithm is able to identify these intentions and then offer users similar products or services based on their interests.

User intent and SEO: here’s how to do a state-of-the-art optimization

What can your website do instead to be able to produce the best results online that satisfy as many intentions as possible? In this case, it will be necessary to take some precautions to cure the SEO and thus not miss a potentially interested buyer.

There are factors to analyze to understand if your website is fully satisfying the intent of potential buyers, or if they will go back to the SERP and choose another result.

How much time does a user spend on your web page? If there is a high bounce rate or a minimum average stay time, it means that the user is not finding the answers to their search and therefore your website is not yet able to satisfy as many intentions as possible.

How to improve this and prevent the user from migrating to the competition? You will undoubtedly need to improve the usability of your website. To find out how to best optimize this, you could click on Usability.gov and get a clear idea of ​​improved usability.

If, on the other hand, your website appears in the SERP without obtaining a satisfactory number of clicks, it will mean that you should intervene in an SEO perspective to make the headings and the meta description more attractive; in this way, you will increase the possibility of hitting the intent of that potential customer who, reading an enticing title, could decide to click on your website.

4. SEO optimization and ease of mobile navigation

One of the elements most appreciated by search engines to give visibility to online content is undoubtedly that relating to the ease or otherwise of browsing from mobile by users.

This figure was examined in response to the needs of a greater number of customers, which shows that they have abandoned desktop browsing to devote themselves completely to mobile browsing.

In fact, Google, before deciding how to place your content on its SERP, analyzes how the website responds to navigation from mobile. What happens if the site is not optimized to the maximum for visibility and navigation from mobile devices?

It happens that the search engines will make the website downgrade on the SERP, making it lose visibility and therefore the possibility of increasing its organic traffic. Basically, if you don’t have a “mobile-friendly” website, you will struggle to get the desired results. We talked about it in a more than exhaustive way in dedicated content on the WeAgentz blog, in which the absence of this feature is a clear symptom that yours is a bad real estate website.

However, even in this case, there is a way to optimize the content by following practical advice that Google will undoubtedly appreciate.

Optimizing a website for mobile SEO from an SEO perspective requires specific measures:

  • The website in question must keep its usability unchanged in both versions. In fact, it has been statistically demonstrated that if a mobile website is not easily accessible, the user will immediately choose another web resource from which to obtain information.
  • The content published on your real estate agency’s website must be the same.
  • In a final analysis, the title and descriptions of the individual sections must also be the same.

In addition to the penalization by search engines, having a website that is difficult to navigate from mobile, penalizes your own agency because the potential client, perhaps even annoyed by the difficulties encountered, will abandon your page and migrate elsewhere.

One last useful piece of advice that we can give you to give you a detailed analysis on the status of your real estate website, is to consult a practical tool offered by Google which in a few simple steps analyzes the optimization of your website.

Everything you need to know (and more) about the real estate SEO trends of 2020

In this guide we wanted to put pen to paper which was the elements to focus on to organize and manage a job well done, taking care of the part relating to the SEO optimization of your online face.

If until before reading our advice you thought it was child’s play, we are happy to have made you change your mind. The world of the web can prove to be a wonderful plus for a company, but it undoubtedly needs targeted and specific skills to obtain potentially achievable results.

What to do then in these cases? Surely, if you are a real estate agent aiming at change and innovation, you can only agree with us: the web has made every type of business potentially much more productive and satisfying.

As with all sectors, however, to achieve excellent results, it is necessary to turn to experts and professionals who know in detail what is the best strategy to implement.

Therefore, by joining the forces of those who are part of a company in the real estate sector internally and know every facet of it, those who are called upon to speed up a certain process, one can think of being on the right path, that is, that of entrepreneurial success linked to the world of the web.

The world of the Internet rewards those who adapt to change: those who choose instead to remain anchored to old work habits will risk not having the right satisfactions that the web if used well, could give.

If you have a real estate agency and you have already noticed the revolution taking place, then we can only wish you to accomplish exceptional feats. If, on the other hand, you are a real estate professional who is not perceiving the change, then we recommend that you continue reading and follow our practical guides so as not to miss any of the technical tips to be able to incorporate the world of digital marketing into the field. real estate of which you will certainly be an expert. You will not regret it.

 Facebook Ads

 Facebook Ads Immobiliare: how to take the first steps

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

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

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

Easier said than done?

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

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

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

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

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

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

6. Choose the goal

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

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

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

7. Build your audience

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

8. Create your ad group

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

real estate facebook

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

Actions

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

Advertising account

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

Ads management

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

Public

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

Countryside

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

Click

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

CPC

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

Conversion Tracking Pixels

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

Daily budget

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

Total budget

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

Impressions

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

Similar audience

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

Coverage

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

Target

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

Report

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

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

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

1. Set up a business page on Facebook

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

2. Analyze the customers

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

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

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

4. Log into your account

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

5. Create your campaign

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

6. Choose the goal

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

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

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

7. Build your audience

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

8. Create your ad group

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

9. Choose your ad placements

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

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

10. Set an investment budget

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

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

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

11. Select the post to sponsor

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

12. Define the type of announcement

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

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

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

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

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

1. Use videos

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

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

2. Go for Carousel ads to show more properties

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

3. Be as specific as possible

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

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

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

5. Use literally amazing images

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

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

6. Make your brand recognizable

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

7. Create an explosive title

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

Conclusions

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

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

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

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

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