Real estate marketing is increasingly booming, real estate companies and real estate sales are on the rise. Many properties have a great potential to be sold or rented.  However, proper exposure of real estate is necessary for them to capture the attention of customers, this is the real estate marketing that captivates customers.

Real estate marketing is the strategic application of marketing fundamentals to position real estate in a bigger market. With this, it seeks to achieve the sale or rental using marketing strategies. It is also the set of tools and processes that make the acquisition of such real estate more interesting and indispensable.

Strategic development aspects

Company brand positioning processes:

It is the process that is responsible for positioning and making the brand visible, which is recognized and identified. Loyalty, perception of quality and credibility are important.

Brand positioning and project sales:

It is a combination of the creation and design of the value offer, together with the pricing strategy. Is the way the product will be made known, the relationship strategy and the management of the sales channels. This is where the various real estate projects are publicized and invited to visit.

Real estate sale or lease process:

It raises awareness, generates traffic and gets prospects for the different real estate properties. This is a market that compares similar properties and finds interested clients.

Five steps to real estate marketing that captivates customers

The first step is to understand the value proposition. Five different offers can be found in real estate marketing.

The basic offer is the features and benefits of the house, apartment, building, lot or premises; for example, the number of rooms, spaciousness, finishes, layout… Extended offer refers to additional benefits such as common areas, green areas, gym… The zone of influence refers to access roads, pedestrian paths or security. The city offer refers to the attractions of the locality, growth, businesses, climate… And finally, the financial offer, where the valuation, investment, ease of leasing and selling, financing, interest rate and state subsidies stand out.

The second step is to define the type of customers. Likewise, segmentation and targeting in marketing contains several approaches to market segmentation.

There are buyers who want a property to live in, who are looking for a lifetime purchase. Making this type of decision may require more time because it is an emotional decision as well. It depends on the buyer’s budget, socioeconomic level, cultural environment and life cycle.

On the other hand, there are buyers who are looking for a property for investment or rent, which is a more rational decision, looking for the functionality and profitability of the property. And finally, buyers who want a property to establish a business. These are corporate or institutional clients looking for efficiency.

The third step is to define the communication channels. The first communication channel will always be the real estate itself. Therefore, it is necessary to be clear and specific with the characteristics of the property. It should be noted that the visibility of the property also plays the role of  communication channel, so it is always important to add everything necessary to attract the attention of customers, such as banners, signage, etc. The colors of the billboards also play an important role, as well as their visibility in the showrooms.

In the sales rooms, it is always important to maintain an environment that captivates its visitors, models, plans and any exemplification of the place should be the protagonists of the sales rooms. The digital communication channels that stand out the most are the landing pages of the property, e-mail marketing, social networks and specialized magazines.

The fourth step is to define the distribution channels. This is one of the most important steps, since the real estate agency or agent must know the marketing strategy to be able to execute it in each process of interest. This person must dominate the subject on the sale, purchase, rent, exchange or transfer of real estate and its corresponding rights. As well as the law that regulates them and the constitution of these rights.

The last step is the development of a customer relationship management system. This allows to maintain and control this relationship,
which must be based on the efficiency of information regarding assets, properties, contracts, tenants and agents. It also allows centralizing documents addressed to partners, investors and architects.

Real estate marketing benefits

  • Saves time and money: when more practical formats are implemented, sales can be improved in less time and using fewer resources. By maintaining an online marketing campaign, content can reach larger numbers of potential customers with less expenses.

  • Helps build customer loyalty: This is key because it provides confidence and the customer is likely to continue buying and based on this loyalty, the customer will come back to look for the company.

  • It is easier to get information: This way you can know more quickly and easily the needs and tastes of customers in general and especially potential customers. With this, you can create and modify the different needs of customers with new services and products.

Real estate marketing is undoubtedly a tool that will differentiate your real estate company from the rest. Creativity and credibility will be two allies of real estate marketing that will captivate clients. This will highlight the value that a real estate property contains so it would make easier for customers to buy it. There are digital marketing consulting companies that can create a whole marketing campaign aimed and focused on real estate, which will be optimized for its objective and function.