Advertising is a field that has seen dramatic change in the 21st century. Now that consumers have a plethora of information available to them on their computers, tablets, and smartphones, it is easy for them to make a decision about where they want to make a purchase. This shift especially pertains to real estate advertising, where more information is available for free to consumers than ever before.
The Switch From Outbound To Inbound Marketing
The shift in the way that companies advertise can be summed up by comparing the concepts of outbound and inbound marketing. Outbound marketing is what many people might think of when they hear the term “marketing.” Outbound advertising techniques refer to traditional concepts like print marketing, billboards, and television commercials. Before the Internet made it easy for customers to research to get information about things they were thinking about buying, outbound marketing messages were considered much closer to the truth. In the 1920s and 1930s, for example, major cigarette companies in America were advertising their tobacco with pictures of doctors endorsing cigarettes.
Inbound marketing, on the other hand, refers to the process by which businesses bring customers to them. The idea of inbound marketing is to go to where the customers are, make yourself visible, and provide value for people who are looking for the kind of things you offer. Common tactics for inbound marketing are search engine optimization and pay per click advertising.
What Does This Shift Mean For Real Estate Advertising?
Real estate professionals that want to capitalize on this shift in advertising for the benefit of their business must be sure that they understand how to switch their own real estate advertising methods to the inbound techniques. While shopping cart advertisements and billboards still might work, research has shown that they are much more expensive than inbound leads.
Real estate agents who want to shift away from traditional advertising should look into the following marketing channels:
- Search engine optimization: SEO is so important that some brokerages provide these services for all of their agent websites. Whether you are associated with a brokerage or not, search engine optimization is important so that you are ranked highly on search engines when people type in keywords that relate to your real estate business.
- Social media presence: a strong social media presence will not only help you improve your relationship with existing clients, it will grow your ability to find new clients because you can connect with prospective clients on these networks very easily. Thanks to new real estate advertising techniques that allow realtors to target their ads towards people with specific interests, realtors can get even more benefits from social networks.
- Blogging: consider starting a blog that provides information for prospective clients about homes in your area, neighborhoods that are on the rise, and best practices for buying and selling homes. Providing answers to the questions that people are asking is a great way to enhance your real estate advertising through providing value.
- Videos: Over 80% of home buyers and sellers use video in some way when deciding to buy or sell a home. If you aren’t using video in your real estate advertising, you are missing out on one of the biggest opportunities to separate yourself from other agents. Neighborhood tours, video virtual tours of your listings, market reports, and FAQs can all be done via video and will have a lasting effect on your business.
With the right kind of approach to real estate advertising, today’s realtors can be very successful in their efforts to land new clients. The key to real estate advertising today is to understand the best way to reach modern clients and show them how you can meet their needs.