Real Estate

How to Grow Your Real Estate Business Online

There are many things you can do to grow your real estate business. Unfortunately, there are only so many hours in a day.

When you own a small business, you must ensure that your time is spent on activities that will accelerate lead generation, provide a good return on investment, and are not a waste of your time and resources.

As seasoned realtors know very well, one of the best ways to grow your business is by investing in real estate marketing. Keep reading to learn about seven marketing strategies real estate professionals can use to attract new clients, bring more certainty to the home-buying process, and otherwise take advantage of the benefits that come with having a robust online presence—like more real estate leads and a stronger personal brand.

7 tips for growing your real estate business online

1. Leverage the power of content marketing

While content marketing isn’t a new concept, you might not be aware of its importance. Or, you might think that it isn’t as relevant to the real estate industry as it is to other industries.

Simply put, content marketing—which includes blogs, infographics, podcasts, and ebooks—needs to be built into the business plan of every realtor, from new agents to seasoned pros. Just like people looking for jobs or home improvement materials go to Google to research their decisions, clients visit real estate websites when searching for real estate agents to partner with.

But how do you ensure that your brokerage website appears high enough on Google search to actually deliver results? By incorporating search engine optimization (SEO) into your content, you can increase the chances it ranks higher.

In case you’re unaware, Google prioritizes websites that appear authoritative, active, and engaged. A good way to attract Google’s attention is to regularly post informative content, which can include step-by-step guides that outline what the home-buying process is like and testimonials from past clients.

Whatever you decide, it’s critical to post content to your website on a regular basis. This might include images, thought leadership articles, and market research insights.

2. Create consistent social media accounts

While the idea of managing different social media accounts may seem impossible, tons of people are on social channels, so they can’t be ignored. Having a social media presence on sites like LinkedIn, Twitter, and Instagram can help you share content, run ads, and get new leads. Think of it as a modern business card of sorts.

You can use social media marketing to grow your business in a few ways:

  • When new homes hit the market, conduct live video tours. On Facebook, if no one tunes in during a live broadcast, the video will remain on your timeline. That way, your audience can access it on demand. This helps you improve your time management skills since you don’t have to keep doing the same video over and over again.
  • Use Instagram to congratulate new homeowners, particularly when they’re first-time homebuyers. This is an excellent way to make people feel special and to let them know how you’re making a difference in their lives by making it easier for your clients to buy and sell homes. It’s an easy way to increase word-of-mouth recommendations.
  • Make your listings more visible on Facebook by boosting them. Your real estate team doesn’t have to break the bank, either; even a $10 boost can make a big difference. The ability to target your audience along a number of criteria—including where they live, the type of job they have, their age, and much more—allows you to reach an audience of potential clients that’s more likely to be interested in your services.

3. Optimize your website

More and more prospective buyers are searching for the best real estate agents who are adept at marketing their properties online or facilitating virtual open houses, tours, and walkthroughs.

Even with the pandemic in the rearview mirror, it seems likely that this will remain a reality because innovation rarely reverses course. As such, it is important to reevaluate your website.

Does it convey the impression that you are a modern, technologically savvy agent? Is it professional? Does it convey your expertise in the real estate industry?

The best agent websites offer value to prospects. As an example, you may offer a free home valuation or market analysis in exchange for a client’s contact information. When you provide them with something valuable, they are more likely to connect with you.

4. Build a strong online reputation

Review sites are the new currency for online real estate.

In today’s digital age, the level of customer service you provide as an agent is measured by online reviews. Customers can gauge whether you’re the right agent for them by the number of five-star online reviews you have.

You can get online reviews on sites like Google, Zillow, and Yelp. Encourage your happiest clients to review your services online to boost your ratings whenever possible. It may make sense to give them a small incentive, like a $10 Amazon gift card, to take the time to do so.

5. Use a CRM to get referrals

Staying top-of-mind with previous clients is an easy way to generating real estate referrals. It’s likely that many people in your sphere of influence would be willing to pass your information along to their friends. But in order to do that, they need to be able to recall your name, contact information, and where you’re located.

CRM software, or customer relationship management software, can enhance your ability to communicate efficiently with leads, as well as current and former clients. The more your business grows, the more difficult it will be to keep track of all your contacts on your own.

For this reason, your business needs a CRM system for tracking and managing contacts and communications.

6. Email your leads

Marketing emails and newsletters are common ways to communicate with clients. However, writing alluring copy is not always an easy task.

The first step in creating a newsletter is to determine a theme. To keep clients engaged with your emails, talk about various topics that are relevant to your target market’s interest—like how mortgage rates are changing in an era of rising interest rates. Additionally, you might want to focus on things like home repair tips or easy cleaning and organization strategies.

Be sure to include a few listings at the bottom your newsletter so that your audience can quickly see your listings and access your contact information.

7. Forge strategic partnerships

A strategic partnership can significantly increase your long-term client list, which is the key to your business’s success.

Establishing alliances and networking with other businesses and organizations can go a long way toward helping you close more deals. When you build relationships with other entities, you can refer clients to each other, making it that much easier to generate quality leads.

Partnering with other agents is another option. If you are a rural property specialist, for example, make referrals across state lines or form an alliance with an urban agent. Real estate referrals allow you to cultivate relationships and earn extra income at the same time.

Digital marketing: The key to growing your real estate business online

Real estate can be exceptionally difficult to navigate in a challenging market even when you use all of these tips effectively. This holds true for both new and experienced real estate agents, both of whom may be struggling with figuring out to generate more business.

Ultimately, it’s important that you invest your time in activities that will help you make money. Whether this is prospecting, marketing, or asking for online reviews is up to you.

By combining your dedication, hard work, and determination to succeed, you can grow your real estate business to new heights. Good luck in that endeavor!