There are numerous property marketing channels, and so a common question that is asked is which channel is the most effective and, therefore, where should they focus their budgeted resources?

Beyond that, you can be sure that your business rivals will take advantage of any inefficient use of money to outrank you, outbid you on your most relevant keywords, provide a superior user experience on their website, and more. Because some agencies lack experience or have had an unpleasant experience in the past, others in your position are likely to be leery of investing money.

Before you can assess where to focus your marketing efforts and resources, it’s essential to first identify your marketing goals. For example, are you trying to make your brand more well-known, or are you trying to get more buyers and sellers?

User-Friendly Website

Anyone that has been working in the real estate sector for any length of time and with marketing experience will unequivocally tell you that obtaining strong leads from your website is the most crucial place to start with. There is absolutely no doubt about this.

Leads derived from your website are the strongest ones you can get because they have organically arrived on your website without recourse to advertising or a remarketing funnel; they are on your website because they want information on one or more of your properties, and that speaks volumes.

According to Jamie Johnson, CEO of FJP Investment, “No real estate business can compete without having a well-designed and user-friendly website. There are no exceptions. This means having a website that is constantly refreshed with new and meaningful content, visually enticing, with a good “page speed” load time, and perhaps most importantly, user-friendly”.

“A difficult-to-navigate website will turn off even the most ardent of site visitors. Think of it this way: you can bet that all your customers will at some point pay a visit or two to your website to check you out, but only a fraction of them will interact with your other marketing channels.”

Your marketing effort and resources will yield limited results if your website proves slow when visitors drop by. Likewise, if it is badly designed and outdated, you will have diminished chances of winning over strong leads. In addition to this, not only must your website be top-notch, but it must also stand out from the million other property websites out there.

This necessitates being creative and innovative in website layout, functionality, useful content, and key features like user-friendly property search facilities and a member log-in tool for better engagement and tracking.

So, the bottom line is this: either have a website that any property business would be immensely proud of, which you admire and nurture as it grows and develops, or expect limited results. Hopefully, this powerfully conveys the importance of your website as a primary focus of any real estate marketing budget. Of course, an effective marketing strategy will need to go beyond this, so let’s take a look at other avenues that are very effective.

Digital Marketing Channels

The foundation has been set: your website is set. Now, let’s take a look at which digital marketing channels are the best for getting relevant users to see your properties and services.

Marketing on Social Media

When it comes to estate agents, social media is a great way to reach new customers. Social media is now more important than ever before, and even if you don’t post regularly, you may still browse and engage with your social network, whether it’s friends, family, strangers, or even businesses.

According to Statista, “Social media usage is one of the most popular online activities. In 2020, over 3.6 billion people were using social media worldwide, a number projected to increase to almost 4.41 billion in 2025.”

While it’s tempting to think of social media as only a way to keep in touch with loved ones, that’s far from the truth. According to 73 percent of marketers, their efforts through social media marketing have been successful, and it’s likely that this figure will continue to rise as time goes on.

This is why it’s important to harness the power of social media marketing to reach a vast online audience in a targeted way. It is a good way to get good leads and sell properties for any real estate business.

When was the last time you felt as though the internet was eavesdropping on your every word and thought? That’s remarketing in action. It can be somewhat contentious, yet it is highly successful. To retarget customers on Facebook, you may use pixel tracking to track all website visits. If you want to find out who has visited your website, you can also see what pages they viewed and how long they stayed on each one.

Pay Per Click Marketing

With Google Ads Pay Per Click advertising, real estate brokers may also bring people to their property sites or valuation tools. By allowing campaigns to be set up and targeted based on a user’s Google search, agents will be able to more precisely target their intended audience. One of the nicest things about Google Ads is that you only pay when someone interacts with and clicks on your campaign. This allows you to be as cost-effective as possible while still delivering strong results.

The purpose of using pay-per-click advertising is to help you rise above your competitors in the search results. Google Ads can be set up in a matter of minutes using a Gmail account but drafting the ad copy and setting up tracking are the more difficult parts. If you’re running these marketing initiatives on your own, you need to do your homework to ensure success. Running a campaign beforehand may be of great benefit in terms of avoiding marketing budget waste. Alternatively, you can hire Google ad experts to make sure you get it right.

If you want to create leads for a new development, get valuations, or get more visitors to your website using pay-per-click advertising, then the answer is simple: pay-per-click ads are the best way to do it. Tracking leads and where they came from is very simple, so you can keep an eye on what is working and what isn’t.

Remarketing

Remarketing is a sure way to make your brand more well-known and bring both new and old customers to your website.

Creating a funnel for your individual projects is something every agent will hugely benefit from. Pay-per-click and social media marketing may be used together to attract consumers from Facebook and Google, two of the most popular websites on the internet. Prospecting advertising or search advertisements entice users to your website, and after they’ve done so, they’ll be retargeted on Facebook and Google to keep your brand in their sights and thoughts.