How to Build a Tech-Driven Real Estate Marketing Strategy

Technology is pivotal in how businesses market their services in today’s complex business landscape, and commercial real estate is no exception. The number of real estate firms using digital marketing has grown exponentially over the past few years, making competing more challenging than ever. Having an iron-clad tech-driven marketing strategy is the only way to leave your competitors behind. This article will explore just how you can do that. Here is an outline of what a real estate marketing strategy looks like and how you can implement it:

Data-Driven Insights

Data is one of the most valuable assets you can have as a marketer. You can gain insights into customer behaviors and preferences by leveraging Customer Relationship Management (CRM) systems and data analytics tools. Consequently, you can tailor your services to suit their specific needs.

Starting with CRM, you must invest in a modern system. This system will go beyond storing basic information; it will track interactions and social media activity for you to use. For instance, if your client regularly views office spaces in a specific neighborhood, the CRM will log this interest.

Obtaining this information, you can suggest more relevant properties to them, increasing the chance of sale. Additionally, you can send personalized emails, ads, and content their way. You can also send them new listings or updates. By regularly communicating with them in this way, you can ensure they know that you have what they’re looking for.

Another way you can incorporate technology in your marketing is by using AI-powered tools for market forecasting. These tools will perform predictive analyses and anticipate market trends. Predictive models will identify areas where your services might be in high demand. Then, you can design your marketing campaign to specifically target investors in the areas, increasing the chances of success. Overall, these tools will help you in commercial real estate strategic planning. This way, you can make well-informed decisions and brace yourself for changes.

Website Optimization

Your website is the first thing prospects will see. You need to create a responsive page that is SEO-friendly. You must go for something vibrant and pretty to capture valuable leads and nurture them into clients.

Firstly, you must attract and retain visitors. Your website should respond and automatically adjust its content and layout based on screen size. This way, visitors can view property photos easily. You must also ensure that the website loads fast. 53% of visitors abandon sites that take more than three seconds to load on their mobiles. Don’t take any chances; optimize your website for fast loading times.

You need to integrate the proper keywords throughout your website for SEO optimization. These keywords should reflect standard search terms that visitors use. In commercial real estate, it’s vital to use local keywords as Google prioritizes localized search results. Use headings like ”Warehouse space in [city]” or ”Office space for lease in [area]”.

Once you have your visitors, you need to turn them into leads. Place your lead generation forms on key pages of the website. Keep the forms simple; ask for the name, email, phone number, and property interest. You can obtain the rest of the information during the sales process. Similarly, place concise CTAs that are easy to find to draw your visitors into action.

Virtual Tours

You can now provide potential clients with immersive property tours. You can use Virtual Reality (VR), Augmented Reality (AR), and 3D visualization to allow them to explore properties in great detail without being physically present. This is especially advantageous when it comes to international tenants and investors, as they will be able to assess the property remotely. You can have your clients look at it from anywhere, at any time, making it convenient.

One of the most significant benefits of 3D visualization is that it can customize aspects of a property. You can show prospects how the space would look with different furniture, layouts, and color schemes. This can help them make informed choices by giving a realistic view of the property’s potential.

Meanwhile, VR makes the experience even more engaging as clients can ”walk” through the space. They can get a sense of scaling and spatial awareness that images do not provide. With this knowledge, they will likely decide faster, saving you time.

Social Media and Content Marketing

Social media is an integral part of marketing. People might not have the time to look at fliers or billboards, but everyone has social media. Establish a profile on platforms including Facebook, Instagram, and Twitter. A lot of these will offer you advanced targeting options. You can segment the audience according to demographics, age group, gender, and whatnot.

Then, you can target specific ads to each segment for maximum effectiveness. Additionally, you can invest in paid campaigns to showcase listings and even your company updates. Leveraging social media in this way will help you reach a broader and more relevant audience and increase your brand exposure.

Keep things engaging in the content you post. Humor, for instance, is a powerful tool emerging in social media marketing. Businesses increase client engagement through wit and jokes. However, since real estate is more complex, you can post informational content such as blog posts, videos, infographics, and eBooks. Doing so can establish you as a thought leader in your industry, potentially attracting clients.

Increasing your brand awareness is all about engagement here. Ask your viewers questions and respond to their comments. Plus, ask for feedback and improve accordingly to win their loyalty.

PropTech

PropTech refers to the use of information technology in real estate. Use property management platforms, lease management systems, and online leasing portals to streamline operations. The user-friendly systems improve client experience by providing easy access to essential services like rent payments and lease renewals.

This is all through digital interfaces, making it all the more efficient. They also enable real-time data collection. This lets you gather valuable insights into tenant behavior, occupancy rates, and financial performance. You can then leverage the information for more effective marketing strategies.

PropTech innovations, like IoT and energy-efficient systems, meet the demand for sustainable properties. You can highlight these features in your marketing campaign, making it more appealing to tech-savvy tenants and investors. As modern individuals lean towards security and convenience, these options will draw them in, helping your business grow.

Performance Tracking

You must gain immediate feedback on how your digital campaigns are going. Utilize tools like Google Analytics, social media insights, and ad campaign reporting platforms to track your performance. These tools will tell you how well your real estate marketing strategy resonates with your target audience.

You can learn about visitor behavior, engagement rates, and conversion rates. With this knowledge, you can figure out which aspects of your campaign are working and which aren’t. Then, you can make adjustments for improvement. For example, if an ad on Instagram drives high traffic but the conversion rate is low, the content has a defect. You can then update and refine your ad or add CTAs to enhance its effectiveness.

Similarly, A/B testing is another method to compare two versions of your content and see which one performs better. You can test variations of landing pages, emails, and ads and identify which yields the highest engagement. By carrying the tests out consistently, you can refine your marketing strategy over time, ensuring that only the top-quality content makes it to your campaign.

Modern Real Estate Marketing Strategy – Endnote

Building a tech-driven real estate marketing strategy will require a comprehensive set of tools and skills. You must remember that adopting these technologies is about keeping up with trends and gaining a competitive edge. Keeping that in mind, read the tips mentioned above and draft your tech-driven marketing strategy for the best results.