Looking to create a DIY digital marketing strategy for your real estate brand? Get started with these four steps.
- A digital marketing strategy is your clear path to targeting, reaching, and engaging with potential buyers.
- You have to know who your ideal buyer or renter is before you can begin crafting content that is informative, educational, and even entertaining to your target audience.
- Let your planning pay off by distributing valuable, effective content that your readers want to see
You know you need to have a digital marketing strategy for your property but getting started can be challenging. Where do you begin? Even the language around digital marketing can be intimidating to newcomers.
A solid digital marketing strategy is the foundation for reaching target buyers (or renters). Before you start writing blogs and making videos, you need to set goals. A digital marketing strategy is your clear path to targeting, reaching, and engaging with potential buyers.
Here are four steps to creating a successful DIY digital marketing strategy.
Steps to building a DIY digital marketing strategy for real estate
1) Who is your buyer?
Trying to write interesting and engaging content for an unidentified audience is nearly impossible. You have to know who your ideal buyer or renter is before you can begin crafting content that is informative, educational, and even entertaining to your target audience. First of all, nail down the details about your buyer personas to make that personal connection: What are their interests? Where do they gather information? How much money do they make? What drives their decision–making?
2) What is your goal?
What do you plan to accomplish with your digital marketing efforts? The answer should define your content goals and become a crucial part of your business goals.
Our real estate clients often focus on converting contacts/leads to sales, growing website traffic, and increasing revenue. Include both short and long-term goals and refer back to these goals to make sure you’re sticking to your strategy.
3) Distribute, distribute, distribute
Identified your audience? Check. Defined your goals? Check. Next: select the best platforms for distributing your content to get your property in front of the right potential buyers and tenants.
Social media is a digital playground for marketers but knowing where to post is just as important as knowing what to post. You’ll need to identify what platforms your target buyers are using and how to reach them on those platforms.
4) Get to work
Once you have created your buyer personas, identified your goals, and decided on the best platforms for your target audience, the fun begins: getting your content in front of potential buyers. Let your planning pay off by distributing valuable, effective content that your readers want to see.
Remember to think of your strategy like a body of water, ebbing and flowing. Your digital marketing strategy should be fluid and adjusted as needed. If your property features multiple units, change your messaging to reflect and highlight that variety (for example, a penthouse unit).
Final word of advice: keep up with changing buyer behavior, stay on top of new features on social platforms, and refine your strategy along the way.
- Infographic: Content Marketing Statistics Every Real Estate Marketer Should Know
- How to Use Guest Posting as Part of Your Content Strategy
- 10 Quick Ways to Grow Brand Awareness