How to Build a Real Estate Marketing Campaign Step-by-Step
Real estate is a competitive market.
Since 2012, there’s been a steady increase in membership of the National Association of Realtors, with 1.4 million people signed up by the end of 2019.
That means you have to be smart to make money as a realtor. You need to be amazing at what you do; you need to provide exceptional customer service; you need to be a fantastic salesperson. And you need to develop a real estate marketing campaign that brings in a consistent stream of leads so you can grow your business.
I’m not here to tell you how to be a better real estate agent. But I can definitely give you some expert guidance on how to run more effective marketing campaigns.
Step #1: Set Your Goals
The term “marketing campaign” is pretty nebulous.
It could mean something pretty broad, like raising awareness of your brand. Or it could be super focused, like directing a certain type of customer to a specific page on your website via techniques like search engine optimization (SEO).
Both of those things could be potential marketing goals. But the campaigns you’d need to run to achieve those goals would look very different.
There’s nothing wrong with running a brand awareness campaign – there can be a lot of benefits to getting your name out there, especially in a people-driven industry like real estate.
However, for the purpose of this article, I’m going to focus on something a little more actionable and results-driven. Specifically, I’ll be discussing how you can bring in leads for your real estate business.
Why? Because according to real estate agents, generating more leads is comfortably the top metric for assessing the success of their marketing activity.
Step #2: Define Your Audience
You wouldn’t show a family of four around a one-bed, city center penthouse apartment.
Why? Because they’re the wrong audience for that property.
In the same way, you need to define your own ideal audience before you can build a successful real estate marketing campaign and then speak to them directly.
This practice applies across all industries. For example, a personal injury law firm like Hollander Law Firm in South Florida won’t be speaking to the same audience as Rosenbaum & Rosenbaum, a personal injury firm in New York.
Even though they’re both in the legal industry (and even have the same specialization: personal injury law), they market themselves to two different demographics.
But how do you define your target audience?
Here are the steps you need to take:
Define Your Target Market
Unless you’re a nationwide organization, you probably have a tightly focused geographic market. That’s a good thing, because your local knowledge is likely one of the biggest reasons customers come to you in the first place.
Generally speaking, the tighter you can “niche down”, the better. You can do that by specializing in:
- A certain type of property
- A certain value of property
- A specific city, neighborhood, or zip code
There’s no right or wrong answer here. Just choose a niche that best fits your skill set and experience, and focus all your marketing efforts on that specific area.
Once again, this can be applied to all industries.
Take LawRank, for example. There are countless digital marketing and SEO agencies out there nowadays, but LawRank differentiates themselves by only specializing in SEO for lawyers. In this case, “lawyers” are their target audience and market.
Understand Your Audience
Obvious as it sounds, understanding your audience is a crucial step in developing your real estate marketing campaign. Your audience affects everything from the tone of voice you adopt in person and in your marketing collateral, to the marketing channels you use.
The better you know your audience, the more effectively you can personalize your marketing. That’s important, because 90% of leading marketers say personalization significantly contributes to business profitability, while 61% of people expect brands to tailor experiences based on their preferences.
A prime example of a company who understands their audience and speaks to them in their copy is Aura, an Amazon repricing and revenue analytics tool.