Why Real Estate Marketing Requires a Multichannel Approach

For many people, buying a home can be an intimidating experience. From loans to school districts, there are seemingly endless factors to consider. 

That's why a great real estate agent can become a home-buyer's hero. The best real estate agents become trusted partners throughout the buying process. They can soothe fears, uncover options and help buyers find a house that feels like home.

But how can real estate professionals connect with buyers in the first place? The answer is simple: through real estate marketing. If you want real estate marketing that works, try a multichannel approach. Include digital marketing channels such as:

• Engaging social media
• Personalized email marketing
• An SEO-optimized website
• Seamless messaging
• Local search

A multichannel approach will help you coordinate sophisticated campaigns that drive real results. This process supports customers throughout all stages of the buyer's journey. From meeting new clients to managing communication, real estate marketing is a must.

Let's take a closer look.

Social Media Isn't the Online Real Estate Marketing Channel That Matters

Many real estate agents focus their efforts on social media. And it's easy to understand why. Social media is an image-heavy platform primed for sharing content. Who doesn't love glimpsing polished granite counters and spacious master bedrooms?

Social media is good for real estate agents, too. In fact, 47% of real estate agents get higher quality leads through social media. That's an amazing return on your investment.

But social media is just the tip of the real estate marketing iceberg. If your efforts stop at Facebook or Instagram, you could be missing out on other opportunities to increase your web presence. That's why it's important to use social media alongside—not instead of—other channels. 

Real Estate Marketing Requires Advanced Messaging Tools

Real estate marketing requires the right communication at the right time. Think of HGTV shows like Property Brothers and Flip or Flop. These programs capitalize on the suspense of negotiations. After all, a home buyer's finances and future are at stake.

With so much at stake, real estate businesses need advanced messaging tools. Clients want reassurance and support before making a significant investment in property. And they want to receive answers from a variety of convenient channels. 

Along with meetings and phone calls, be sure to offer options such as:

• Text messaging
• Live chat
• Email, including automated messages
• Booking or scheduling tools

With so many lines of communication to manage, you'll need a strategy for keeping up. Digital marketing software such as GoSite's Booking and Messaging tools can help. The end result is a streamlined process—for you and your clients. 

Real Estate Marketing Benefits From CRM Software

Expanding into new digital marketing channels is the first step. The next one is to determine whether your real estate marketing campaigns are actually working. For this, you can rely on customer relationship management (CRM) software.

CRM software is a key tool for managing multichannel campaigns. This software helps you track how your business interacts with customers. You can easily determine where leads are coming from, and what communication they've received so far. 

Over time, CRM software will become a crucial hub of customer information. You'll be able to review overarching patterns at a glance. 

For example, you could set up an automated email congratulating past clients on one year of home ownership. In this email, you could test a social media campaign by requesting posts with "one year later" photos. If your CRM captures an uptick in social media leads, you'll know the email sequence is driving real value. 

CRM software connects all the dots, revealing patterns that span multiple marketing channels.

Real Estate Marketing Requires Local Search

As you embrace digital marketing tools and channels, don't forget about local search. After all, real estate marketing is typically tied to a specific area. When clients search for "apartments for sale in Boise" or "beach houses in New Jersey," they'll want to connect with a local real estate expert. 

Local search can also drive serious web traffic. Recently, Google has shifted toward prioritizing the "local three pack." This list of top three results appears in an attention-grabbing format on the first page of search results.

Fortunately, local search tactics overlap with best practices in multichannel marketing. If you're already active on multiple digital marketing channels, you're well on your way to local search results. Make sure your business embraces tactics such as:

• Creating or claiming your Google My Business profile
• Getting listed on a variety of local directories
• Using keyword research to create relevant content
• Creating unique web pages for each of your office locations
• Requesting online reviews from past clients
• Curating a location-rich social media presence
• Optimizing your website for mobile users
• Fixing any bugs, such as slow site speed or broken links

Want to see how simple local search can be? Get started today with our free eGuide!