If your digital marketing hasn’t been yielding the best results, don’t give up just yet! We’ve got a list of 10 digital marketing tactics any agent can implement.
Digital marketing tactics have rapidly evolved with developments in search engine technology. Even marketing and SEO experts have trouble keeping up with every new trend. Fortunately, there are countless apps and web-based digital marketing software that require minimal technical expertise to master.
With a strategic investment in the right tools, some basic marketing know-how, and a will to succeed, your online marketing can generate organic, unpaid traffic to your listings.
You’ll also increase the odds of being discovered more frequently by prospective home buyers researching your geographic farm. This will lead to more traffic, but that’s not always a good thing. Traffic that you can convert is what matters.
Measure The Results of Your Digital Marketing Tactics
High volume traffic shouldn’t be your only benchmark for success. In addition to volume, evaluate your marketing results with the following criteria in mind:
- Relevant, local traffic from your geographic farm will help brand you as THE neighborhood realty expert
- Higher lead conversion and click-through rate means your content is engaging
- Increased engagement with local businesses, renters, and homeowners will drive referral business
- More social proof in the form of testimonials, reviews, comments, and shares will build online authority and higher ranking in local search results
Potential buyers and sellers won’t be swayed by your listings or branding unless you have compelling social proof. Even those who are referred to you by word of mouth will check your online credentials for feedback about your trustworthiness.
With that in mind, experiment with as many tactics on our list as you can handle. Focus on the tools and platforms that speak to your natural capabilities for the fastest results!
10 Digital Marketing Tactics For Ambitious Agents And Brokers
#1) Email Marketing
Email marketing is still one of the most effective digital marketing tactics for agents to generate leads. 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, while 15% would like to get them daily.
Establish yourself as a neighborhood expert. Start an email newsletter to cultivate a subscription base of local homeowners. They will come to you first when they’re finally ready to sell their home.
#2) Search Engine Optimization
Optimizing your content and web pages with the right keywords can boost traffic volume to your website and enhance your visibility in search results.
Use a keyword research tool to determine the best keywords. Try long-tail keywords to capture prospects researching information about your farm or the local housing market.
#3) Inbound Marketing (Lead Magnets, landing pages)
Implement inbound marketing to build your sales funnel. Attractive landing pages and lead magnets will draw qualified prospects to your website, where you can then convert them into subscribers.
Integrate your sales and digital marketing tactics to work together. Funnel online leads to your CRM and segment your database so you can target the right audience with the best offer.
#4) Content Marketing
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. Informative content (ie blog articles, podcasts, webinars, infographics) you produce can be discovered in search engines and on social media by prospects who are researching the housing market.
#5) PPC Advertising
PPC advertising is still less costly than print advertising, but don’t rely exclusively on AdWords. Did you know that the average conversion rate in AdWords across all industries is only 2.7% on the search network?
Conversions on the display network are even lower at 0.89%. Your PPC advertising should be part of a larger marketing and sales strategy. If you’re paying for leads, how many of those leads are converting into clients or referral business?
#6) Marketing Automation
64% of marketers claim they saw the benefits of marketing automation within six months of implementation. Marketing automation utilizes AI to track user behavior and engagement on your site. Messages can be triggered with special offers based on a visitor’s browsing history.
With marketing automation tools installed on your website or blog, your engagement will increase, leading to more reviews, comments, shares, and other forms of social proof.
#7) Affiliate Marketing
Successful online influencers can earn supplemental income by sponsoring products and services they endorse. Seek out business affiliates who share your values and audience. Partner with them to drive exposure for you and them. This is one of the easiest digital marketing tactics you can implement.
Do you have a favorite app? Is there a local diner you frequent? A brand of coffee you love? Reach out to them and inquire about any affiliate programs they may have.
#8) Online Press
Online PR is immediate and usually free. You don’t have to wait until next month’s publication or tomorrow’s release. There are a ton of online press release sites eager for interesting stories. And since there’s no space limit, you don’t pay for cover page positioning the way you would in a magazine or newspaper.
Don’t underestimate the power of a good local human interest story. Write a case study about your community and share it with the press. Your digital press releases on multiple media channels and blogs can generate word-of-mouth, increasing your odds of being discovered online.
#9) Message Bots
Currently, there are over 4 billion downloads of messenger apps globally. Message bots can engage multiple prospects at the moment of discovery. Targeted messaging with crafted offers for different market segments will boost your conversion on these leads.
#10) Social Selling
According to 2015 research by Feedback Systems, 61% of organizations engaged in social selling report a positive impact on revenue growth.
Summary
Digital marketing tactics and trends are constantly shifting, but there are significant advantages for agents and brokers who stick with it. Focus your efforts foremost on creating digital content of your own to drive organic traffic and leads.
A wide range of strategies and digital mediums exist that agents can avail themselves of to reach qualified prospects online. Leverage multiple online resources to increase your odds of being discovered by prospects researching the market before they buy.
Ultimately, it’s not how many people you reach that matters, but the quality of those engagements. The best digital marketing strategies are driven by thoughtful, helpful content that resonates with your target audience.