It's clear that the most important task and the biggest challenge in real estate marketing lies in generating new leads. Apart from that, marketers working in property investment focus on increasing product or service awareness, improving lead quality, reaching those who make the most important decisions in the sector and trying to complete all those tasks within their budgets. Here are some essential tips on making the most from both B2C and B2B marketing in the real estate sector.
Concentrate on outbound marketing
From inside sales to telemarketing, real estate businesses can market their products and reach out to new customers most effectively thorough those outbound techniques. These two strategies were found out to be really productive for marketing – especially inside sales.
Real estate marketers should focus on developing a set of core techniques and methods to help sales reps to reach out to with other businesses, using the sophisticated and 'high-touch' selling practices of inside sales to generate more leads.
After being prepped by marketers, sales reps will be reaching out by phone and painting an attractive and consistent brand picture to other businesses.
Organize events
Another great technique for boosting any marketing activity is event organization. Tradeshows, executive events, conferences, webinars, as well as virtual on-demand events are all there to help brands spread the word about their activity to their sector.
Participating or organizing such events, marketers will build the status of your brand as an expert in the industry. This goes especially for webinars – they can be training or informal sessions, where the instructor shares valuable information about trending topics.
Granting this kind of data to business owners, employees and mangers who are decision-makers, your brand ensures its credibility. When choosing their future collaborators or partners, those individuals will turn to your brand.
Going online
This insightful infographic brought by Placester makes it clear that traditional marketing techniques, such as TV or radio ads, are slowly becoming outdated. (https://placester.com/real-estate-marketing-academy/infographic-hot-or-not-the-best-methods-for-finding-new-b2b-customers-in-2014/) Online marketing jumps in as an alternative – e-mail newsletters, blogs, search marketing, online display ads and online videos are on their way to becoming much more prominent features in real estate B2B marketing.
When it comes to online marketing, the best strategy of all is content marketing – 71% of B2B marketers are already using this incredibly powerful technique in their daily online activities. (http://i.marketingprofs.com/assets/images/daily-chirp/the-science-of-b2b-online-marketing-infographic.jpg)
Online is where their audiences go as well – this study showed that 80% of B2B decision makers prefer to get information about a company in a series of articles, instead advertisements. (http://i.marketingprofs.com/assets/images/daily-chirp/the-science-of-b2b-online-marketing-infographic.jpg)
Running a company blog as part of brand website is the best solution for a real estate business. Sharing industry news, creating insightful infographics and publishing relevant case studies or reports, your brand will become known as an expert in their field – an expert, who can be trusted to deliver.
Social media
Social networks are tricky when it comes to B2B marketing. They're great for promoting brand content and spreading brand awareness, but generating actual leads? LinkedIn might be an exception – this infographic shows that 65% of B2B companies admitted that the network helped them to acquire new customers. (http://i.marketingprofs.com/assets/images/daily-chirp/the-science-of-b2b-online-marketing-infographic.jpg)
When it comes to the effectiveness in lead generation, number two is Facebook. Google+, Twitter and Pinterest are also major platforms for marketing, but marketers usually find them much less effective than blogging.
Building a powerful marketing strategy in the real estate sector is a challenge – marketers need to constantly keep up with the latest trends, choose wisely their marketing channels and develop inside sales techniques that work for their audiences. All in all, the game is tough, but the prize is definitely worth the trouble.