- If you are a Real Estate Consultant, why should people who are not coming from some existing reference buy through you ?
- If you are representing a Developer/Builder, why would customer buy your Products when there are a lot of competing products available in the market?
- You need to Understand what a buyer is looking for in a Real Estate Consultant?
Digital Hygiene
Objective of Digital Hygiene:
- The Key Objective of maintaining Digital Hygiene is that it will build your credibility & establish you as a subject matter expert.
- Builds goods Impression, Cast a Professional Image, Makes it easy to establish trust .People want to understand & know you before going ahead with you.
- Business needs to ensure that it maintains a good Digital Hygiene
Few of the elements which constitute a good Digital Hygiene includes:
- Mobile Friendly updated Website
- Google Listing of Business
- Sending mail from official email address & not from free email like yahoo/gmail etc.
- Facebook Page Creation & Regular Postings
- Instagram Page Creation & Regular Posting
- LinkedIn Page Creation & Regular Posting
- Getting Review & Testimonials from clients , vendors , employees etc & posting on various digital marketing mediums.
- Create a Blog or a YouTube Channel & sharing valuable Information helpful for property buyers.
- Build a list using Lead Magnet & regularly engage with the audience
Will doing Digital Hygiene Get you Business?
- Lets get it straight, Its not a Pain Reliever, its like a Vitamin & will gradually help your business to establish trust. If you are serious about your Business & are here for long term then it’s a must.
- Digital Hygiene, undoubted will help you create a profession image & develop trust which is most important in such High Value Transactions.
- If you are not maintaining your Digital Hygiene & Just spending all budgets on Lead Generation then its not a wise thing as lot of these leads before they close a deal will investigate & go to your websites, Facebook pages, google review etc before closing a deal with you.
Digital Brand Awareness
Objective of Brand Awareness :
- Brand Awareness is when we are regularly reaching out to our target group of people & they are able to recall our Company or Name (if we are promoting a personal brand) . The objective is to get in to the consideration set & top of mind of the target audience when they are looking to buy a Real Estate.
- Most Important to leverage exiting relationships, driving word of mouth & casting good impression on the target group. Most Important to leverage on our existing relationship.
Few of the activities that helps in creating Brand Awareness includes:
- Promoting or Post Boost to the target group Strongly recommended for reaching out to existing customers, social circle, professional circle & prospects who have engage with our business in the past Works excellent to encash on exiting relationships, driving word of mouth & casting good impression on the target group.
- Create YouTube Video boost them through ads & groups.
- Create Blogs & Boost them though Facebook ads.
- If you are not promoting yourself or outreaching yourself to prospective Target Audience, they will never get to know about your business
- Reach out to same set of audience multiple times across various digital platforms . Emailers, Facebook, Google, YouTube etc . This is called Remarketing in Digital Marketing Lingo.
- If you represent a Developer/Builder then you must invest in Brand Awareness as it will build confidence of the channel partners as well & will makes it easy for them to convince the customers.
Lead generation
- Lead Generation is Bread & Butter for any Business. Leads are Like a Raw Material that any Business requires for growth.
- Leads are nurtured & are converted into clients & this is how business makes money.
- This is where most of the Digital Marketing spend should go.
- As a Business Owner its very important to understand out capacity to handle leads & our expectations from marketing.
- Most of business gets this wrong as they don’t have clear understanding of lead funnel & the conversion matrix that works for their industry & their products & services.
- Spending too much on lead generation will lead to waste marketing resources, spending too less will result in inefficiency in the sales process.
Word of Caution :
Though Lead Generation is where most of the money is spent in Real Estate & specially if you are a Real Estate Consultant , you must not ignore the Hygiene & Brand Awareness as th will affect your ROI while doing Lead Generation as well.
Suggested Budget Allocation:
- Hygiene : 5-10 % .
- Brand Awareness : 15-20%
- Lead Generation : 75% to 80%
- Note : If you represent a Builder : your investment should be screwed towards the Brand Awareness.
Suggested Creative Types for Various Marketing Objectives:
- Hygiene: Mix of image, collage, articles , video, Blogs etc
- Brand Awareness: Videos are the best.
- Lead Generation: Video & images both works fine . Need to do A/B testing while running campaigns
