Digital Marketing Best Practices in Healthcare Industry

Digital Marketing Best Practices in Healthcare Industry

Healthcare is a unique industry with a distinctive subset of challenges. This industry is in the midst of an upheaval the likes of which have not been seen before. With increased competition for the healthcare dollar, hospitals and groups are turning to digital marketing to improve their awareness and lead generation. Building a digital campaign focused on growing awareness and lead generation can make an immense difference to both hospitals and healthcare groups.

Healthcare organizations must nurture relationships with current and prospective patients by educating them about their specialties and by  offering them with general health and wellness information. This will increasing your brand awareness by keep your brand top of mind when a patient or prospect needs something health-related.

In today’s digital world, it’s crucial for marketers in any industry to develop a multichannel approach that reaches consumers on the channels they prefer to use. Coming to healthcare digital marketer’s task it is to obtain personalized messaging across all channels which support patient engagement and a healthier society.

Make Your Website Work for You

Your website is the hub of your digital efforts. It’s where you want to drive your leads because it’s the primary spot where you’ll turn your leads into customers or your patients.

You want your site to be optimized for search keywords, usability, and content. Doing so will help your website appear further up in Search Engine Results Pages (SERPs) for the services you offer, and help increase the possibility that users will remain on your site and get to know you better.

The content you deliver should be in a way that your audience would wants it. Being able to click to call or make an appointment provides easy response mechanisms. In addition, you can bring in strong call tracking tools to help you measure your success.

Develop a Combined Progression for the Marketing Team

Given the wealth of patient data offered to today’s healthcare marketers, it’s important to not solely integrate multiple information sources in a healthcare CRM however it is required to line up marketing efforts with different departments like sales, contact center, etc. across the organization. A really combined marketing program needs a cross-disciplinary method that leverages patient insights from across departments and guarantees a coordinated effort and reliability.

Optimize for Mobile Search and Usability

If you’ve ever been in a hospital, clinic, or other medical facilities, do yourself a favor and look around the waiting room. In the era of smartphones and tablets, hospitals have become environments of mobile browsing, and tablets are now the go-to device for improving patient satisfaction and comfort. Pointless to say, it would be out of place on a hospital’s website to not fulfill with mobile usability standards. When optimizing pages and designing a website, mobile should always be taken into account. Most important, making a strong effort to increase website speed whenever possible, and making sure navigation and ease of access is seamless for mobile devices.

Map the Patient Journey to the Content of Email

Understanding the diagnosis, treatment options, and how patients inform themselves about their recent diagnosis helps align your content strategy. By doing so, you share the most relevant content to the right person at the right time and place. It does not help to share discharge and recovery information about the surgical procedure before they even know what their treatment options are. Ensuring the content flows with the patient journey through a specific diagnosis or disease helps patients stay informed and gain appropriate information when needed.

The Power of Remarketing for Healthcare

Remarketing is a powerful tool for targeting your audience. It lets you reach the people who have already visited your site by showing display or social media ads while they browse the web. It reminds them that your practice is out there.

Note: It’s important to set the frequency cap to limit impressions – you don’t want to overrun your audience and risk turning them off your brand.

Consider Conversion Rate Optimization

Increasing visibility, traffic, and exposure is only one piece of the puzzle. While it’s always beneficial to increase traffic, increasing the conversion rate can often provide a higher return-on-investment (ROI) than an increase in traffic would provide. An especially important consideration for conversion rate optimization is that it can have a direct impact on service lines that depend more on medical referrals for patient acquisition, whereas an increase in traffic and visibility for these service lines may not be particularly useful for acquiring new patients.

Suggestions for Improving Conversion Rate

  • Consider A/B testing and heat-mapping pages that square measure important for changing new patients.
  • Analyze the consistency, location, and visual attractiveness of calls to action (CTAs). Are CTAs quickly visible on top of the fold? Do they stand out and take hold of visitors’ attention easily? Do CTAs give a simple path to convert visitors?
  • Do most pages feature relevant visual assets? Websites that observe the use of images on the complete have higher engagement metrics, convert higher, and rank higher in organic search. To boot, adding quality, human-focused pictures will improve the feel of compassion that is critically vital for care-based organizations.

Combine New Ideas and Channels

A cross-disciplinary tactic can’t just be added on top of current marketing infrastructure. Though, in order to make the most of the marketing effectiveness, it’s vital to keep current with the ever-changing healthcare landscape, combining new ideas and channels into the program as required.

More than 80% of customers now want the possibility of using their smartphones to interact with their healthcare providers. What this means for digital marketers is that the consumer public has gone mobile – and digital marketers must tailor programs and messaging consequently.

Be Hyper-Targeted and Sensitive with Content

Health information is a very sensitive subject, so when sharing and educating, you want to be extra careful that you focus the right audience and not accidentally scare or impart fear in anyone. As a best practice, use a gated asset that someone needs to opt-in for information about a particular disease or diagnosis. This way, you know for sure they are interested in receiving additional info about procedures or treatment options. Also share wider information about treatment options or health and wellness tips that help with a disease, not specific medications/remedies or diagnoses that a doctor or medical expert would provide.

Convey Compassion

Healthcare site visitors are looking for answers and relief from their ailment. When individuals are seeking information, they are usually already experiencing symptoms or have a loved one who is suffering. It is very rare for people to search out a physician without having an existing issue. Knowing this about the visitor means that healthcare sites need to be empathic of what the visitor is experiencing. Having a key message that conveys compassion will help establish trust in the visitor’s mind.

Leverage Competitor Intelligence

As so many healthcare industries continue to grow, competition among healthcare organizations will become gradually important. Positive healthcare marketers understand this and keep existing on what their competitors are doing to inform their own digital marketing tactics and keep on top of mind with customers.

Specific marketing strategies will differ among marketers, but examples of how to control competitor intelligence may consist of competitive auditing or simply observing competitors’ social media profiles. The end result is understanding the competition and getting actionable digital marketing strategies based on the analysis.

Leverage Social Media

The major focus for many organizations’ social media programs is advertising and communications. Social media is moving people away from a reliance on advertising in creating and getting decisions, customers are relying more on the data they notice online. For healthcare, this becomes progressively relevant because the public has access to quality and value ratings.

Customers are also using the views and ideas they notice online to tell their purchases. Companies are using social media to plug their messages and encourage their customers to push their merchandise and services. Healthcare organizations that provide a venue for patients to share their positive experiences and private stories will send a strong message to customers who are deciding wherever to get their healthcare services.

Establish Expertise

Many healthcare providers neglect to form their expertise on their website homepage. A healthcare website must first create relevancy with the first-time site visitor, then follow with reliability. This is the best practice that ensures that visitors know the physician or surgeon is well experienced to treat them. Make sure to specify information such as the surgeries performed, the number of years in the field, patients and/or success rate.

Look Toward the Future and Stay Focused

From time to time the nature of digital marketing is to be constantly growing, active healthcare marketers make it an importance to be aware of shifts in regulation, innovation, technology, etc. Simultaneously, digital marketers may also need to take a wait and see approach in some areas.

As mentioned above, we have already seen the power of newer communication channels such as mobile search and usability and leverage social media in the healthcare industry which develop relationships, establish connections, and build trust all through a digital experience.

Final Thoughts

Creating a digital marketing campaign for healthcare is best served by a holistic approach. The above guidelines represent a few of the ways healthcare digital marketers can leverage their messaging to inspire, motivate, educate, and engage customers to the extent that they become actively involved in their own care and healthier over the long term.

Real Estate Digital Marketing Trends in 2017

Real Estate Digital Marketing Trends in 2017

As the real estate industry continues to grow in 2017 and the demand for residential and commercial real estate strengthens, we suggest you the latest real estate lead generation strategies so that you can stay ahead of the competition in this digital age. Staying together with the fast changing real estate digital world is a challenge in itself. Such trends in web designing or digital marketing have been introduced by Google. In the past years, visual content with minimized colors and background has been trending. Whatever the trend it might be, the basic features to be followed in digital marketing remains the same. In order to stay ahead of the pack, digital marketing agencies must stand by a few important factors.

Following are the top real estate digital marketing trends. Let’s dive in and learn more about these trends:

Drones

Several real estate companies are using drones to provide a 360-degree view of their properties that are ready for sale. Allowing users to take a virtual tour of the house and neighborhood gives them a better feel of the property and changes the game in their favor.

In the coming years, this use is expected to expand rampantly in the real estate industry. Drones offer a more robust view than simple photographs can, adding another dimension to the areas your brokerage operates in, as well as the properties listed in those areas. For vendors, drone video means just this, it is a way to promote their homes with an exclusive perspective. And for buyers, drone shots deliver an opportunity to quickly examine the parameters of a property and get a look at the surrounding area.

These drones feature the neighborhoods from a bird’s eye view, along with land, homes and local facilities. This specifies the buyers coming to their site with a unique experience.

Using drones, there is no end to the content you can create. This means few new, unique ideas which will catch the eye of the customer can be brought to the table. For instance, drones are used for aerial advertising. Similarly, the way airplanes were used to promote at certain events. This is certainly a great way to get advertising from corner -corner to many people in a certain area.

As drones become prominent as a 2017 real estate digital marketing trends, their price is expected to drop as well. Obviously, there is still a price range, where drones with several features will run on the higher end. However, high-quality drones will still be available at an affordable price.

Example:

Video

Videos are known as one of the most powerful mediums available for marketing, but they are still not very widespread in the marketing mix of numerous real estate companies. Not only does a real estate marketing video for commercial and residential properties offer the audience a unique way to interact with the one which normally inspires them to stay for a longer time period on your website, but it also allows a company to display its services or products in a better way. Thus, you can make your properties and your firm stand out from the competitors.

You can expect this real estate digital marketing trends to really take hold in 2017. And not just for buyers. More than 70% of homeowners say that they are more likely to list with a realtor who suggests creating a video for them.

The video will continue its rise to the top of the content charts, but it will be used somewhat differently in real estate. Rises in bandwidth will free up designers to create outstanding ambient video backgrounds, explainer videos and animated sliders that will take your consumers on a visual tour of your business in place of large parts of the text. And your listings section must be designed to retain your video tours front and center.

Listing Videos vigorously makes videos for your listings by dragging in information from the Multiple Listing Service (MLS), while adding professional narration, 3D animation, and custom branding.

Virtual Reality

Virtual Reality solutions in 360 degrees for real estate and construction companies are used mostly in the sales and design methods as it produces more positive client interactions, faster project approvals, and higher client satisfaction.

There is a need for inspiring experiences to keep potential buyers involved. As property hunt increases day by day, it is not possible to keep buyers engaged and optimize the use of their time. This is difficult in pre-construction engagement and sales.

Through virtual reality real estate applications, potential customers are able to experience the properties conveniently. Virtual reality allows visitors truly, emotionally experience what the properties and locations are all about. Mobile virtual reality applications allow customers to let friends and family share their experiences with each other.

Virtual Reality is a capable tool and when connected to the land business, gives purchaser more noteworthy certainty to part with their well-deserved money and buy of the arrangement. With this fantastic innovation running off camera, the excellence of encountering Virtual Reality is that it’s enthusiastic. VR separates those boundaries, right away conveying them to a space that permits them to see the development by configuration by making an interpretation of the thoughts into an immersive domain.

One of the greatest advantages of VR innovation is that it empowers owners, brokers, and occupants to imagine a potential groundbreaking strategy, building or inside space speedier and simpler than at any other time. The innovation permits the procedure to push ahead at a faster pace, empowering essential choices to get the accord reaction they require.

Example:

Mobile Optimization

As many more consumers turn to their smartphones to track property searches real estate websites should be mobile optimized. Responsive web design is important to make this happen. It essentially means your website layout, typography and images are automatically resized for display on different mobile device screen sizes. Mobile optimization is a key to the real estate digital marketing trends. You need to make sure your client’s mobile experience is a positive and useful one.

Website

Your real estate company website is the base for your every digital marketing effort. A study by Google has reflected that nearly 80% of investors and tenants conduct an online search for residential and commercial real estate properties. This means your website has a strong chance of gaining brand visibility, achieving prospects, and helping lease-up efforts and drive sales for your business.

Here are few strategies that are most likely to have a decent impact on your real estate company:

A Responsive Website: Make sure that your website is fully optimized for all kind of mobile devices. Your ability to reach and attract more potential tenants and investors increasingly focuses on the user experience of the real estate website which is displayed on their devices. You need to remember that more than 15% of real estate visits originate from mobile devices. In order to promote your brand and services efficiently, it is important to optimize your website for all platforms, including IOS, Android, and Windows, as well as all devices like desktop, tablet, and smartphone.

Blog: A company blog is considered as a marketing tool that can have a huge impact on search engines, visibility for social media, and a perfect place to start the communication with the potential customer base. When it comes to real estate digital marketing for commercial and residential, it is important to share instructions and advice with your clients, highlight lease transactions, critical company updates, and talk over the relevant industry as well as local market news. As you are a skilled professional in your respective business field, building a blog section on your website is your chance to promote your knowledge while putting yourself as a specialist inviting ideas and comments from your readers.

Content: Quality content is recognized as one of the most valuable currencies available on the web today. You need to have exceptionally written informative articles, blog posts, high-quality videos, infographics, and more to display interesting data and other instructive content that can seize the attention from prospects when they visit your website. Great content assists you to create an audience and build trust. SEO-optimised blogs that advance sincere value to your vendors and buyers will work along with professionally designed quality content such as digital magazines and market report ebooks that will basically turn real estate agents into thought-leading publishers.

Search Engine Optimization: SEO is important to confirm that your real estate website ticks off the suitable boxes in terms of Search Engine Optimization (SEO). When it comes to SEO strategy, an effective one can help you produce huge traffic from Google and several other search engines. This generates visibility for those targeted keyword terms which are associated with your business. An excess of potential investors and tenants use online searches to research about different properties.

News Updates: Just like a dedicated real estate blog section, you can also consider developing a news section on your real estate website, where important company updates, survey/research results, press releases, etc. can be posted. This will advance search engines as well as your customers a positive signal that your company is growing actively, which is a highly valuable and strong trust factor. Apart from this, a new section typically needs less commitment from you, thus, easy to maintain.

Tracking: Ensures that you are running Google Analytics on your website so that to monitor marketing performance and confirm that you review the results once in a month. With its help, you can make tangible marketing decisions and also understand the important impact if any on your real estate website. In case your website does not generate prospects for your business or property, it is must to revisit and conduct the required action.

Company Newsletter: We all know that email is counted amongst the most effective forms of communication for the brands. The reason behind its success is the higher response rate as related to other online formats. A regular company newsletter not only lets you stay connected with your valuable prospects and customers, but also offers you a dedicated means to promote your company’s activity, providing free information, and developing a relationship which helps exceed the privacy of your website.

Advertising Google Campaigns: This is one of the best real estate digital marketing trends. Google AdWords offers the fast, efficient, and scalable way to go for potential investors and tenants online. Through programmatic advertising, you can promote your services in particular locations in search results, or with display and re-targeted ads for those who visit your website or your competitor’s. In simple words, this is the quickest way to get ahead of your most likely prospects.

Social Media: Here you can showcase your real estate business in many ways using Facebook, Twitter, and LinkedIn etc. Social Media has become the genuine platform for professionals to network. Its millions of users consist of just about every professional in the commercial real estate, investing, finance, legal fields, etc. you could want to meet. It also offers a dominant marketing as well as engagement system with group discussion boards, blogging, and search functions. Pooled with specifically targeted advertising, you can use these brilliant tools for sharing new ideas, property updates, events, etc. with your customers and prospects so that you can continue to grow your business network.

Website Live Chat

Website live chat is going to be a huge 2017 real estate digital marketing trend. People like talking to other people for further information regarding any service or product. Not robots. A live chat solution accessible on your brokerage website means customers visiting your site are capable of going beyond browsing the surface and get more realistic with the facts they want to know. In result, you leave an eternal impression.

Captivating lead information is simpler than ever with real estate live chat. Notifying your clients is one of the most vital steps headed for closing a deal. But also it is equally important that as you are doing so, you are also capturing their data. A real estate live chat solution confirms that you capture every lead that reaches out on your real estate website. And, their required information, along with their live chat conversations feeds which will direct back into your CRM in real time. So, any questions, pain points, or concerns they chat with you are available for you or your real estate agents to quickly and certainly look back on anytime.

Conclusion

In this article, I mentioned the tips as an excess of real estate firms and individuals reach their business goals and objectives with the help of effective digital marketing strategies.

 

Need help with your marketing strategy? Like the concepts mentioned in this post but don’t know how to apply them? Our digital marketing team has you covered. Click here to learn more.

How to Discover Your Real Estate Buyer Personas?

How to Discover Your Real Estate Buyer Personas?

Working in real estate, you have likely found that you are the best fit at helping a particular type of customer. You will learn quickly about real estate buyer personas that you can’t be the perfect real estate agent to all buyers and sellers in the world, but you are the perfect agent for certain types of people.

A persona is a fictional person you invent to represent a group of customers who all share common attributes. This lets you group your customers into segments, each represented by a persona. For example, if many of your customers are single men in their thirties, you might create a persona who represents this group.

These people represent your buyer personas. These personas are defined by their demographics, location, communication preferences, and values. Tapping into these personas and better marketing to them can save you time and money, and take your business to the next level.

Why Do Real Estate Buyer Personas Matter?

Identifying these real estate buyer personas is essential to creating the most effective marketing strategy. Once you have nailed down the types of clients that you can provide the best service to, you can create a real estate lead generation strategy that caters to them. Buyer personas help you determine what type of content you need, and the best quality and style to deliver it.

For example, you may work best with first-time homebuyers in their 20s from a particular neighborhood. If you’re spending money on direct mailers, this may not be the best way to reach them. They likely do research online and through social media. Focus your marketing efforts on sharing helpful content on the home buying process through these channels to reach that real estate buyer personas.

  • For targeting: Buyer personas help you recognize the people who will profit most from your services, and who are most suitable to buy.
  • For pitching: Buyer personas help you recognize the goals and difficulties of each of these top buyers so you can work out where and how to pitch your services. They let you produce related and attractive content that meets their needs and lifestyle.
  • For creating focus: Buyer personas let you focus on the main group of likely buyers, rather than trying to please everybody. You will be able to nurture people who have a higher tendency to convert.
  • For lead nurturing: Buyer personas let you to segment marketing communications so you can deliberately devote effort, time, and money to leads established on where they are in the sales cycle.

How Do I Find Real Estate Buyer Personas?

The procedure for discovering your real estate buyer personas is very simple, but need some thought and examination of your consumers, the goal is to create a few main personas that signify the groups you want to target.

Take a look at your previous clients. What neighborhoods are most prevalent? What types of homes or features are most common? What type of communication did they prefer? What were they most concerned about? Take the most common information, and create a buyer persona out of it. Examining clients who have provided testimonials is a great place to start. Your happiest clients likely fit one of your personas.

Some methods you can describe and narrow your personas:

Source Information for Your Real Estate Buyer Personas Creation

The best way to start developing buyer personas is to review the customers with whom you’ve had past successes. Take out a random sampling of customers, or choose your last five to ten customers. But, make sure to pull a mix of closed customers, current customers, and leads who made it through several stages of the sales process, even if they didn’t close a deal. It’s also important that these are customers with whom you have a good relationship. You may need to contact them for information, so pick individuals who would willingly give you honest feedback.

Give Each ‘Persona’ a Personality

Take the sample customers you’ve chosen and funnel them into 3 to 5 main customer personas. Why so few? You should really focus on a few buyer personas you can really sell to, rather than trying to please everyone. Really improve on what makes these groups different from one another, and that will help determine the segments. The key is to start broad and simplify, a lot.

You’ll want to fill out your real estate buyer personas with better detail. For each type of consumer, define the following:

  • Name: How would you describe this customer in one, all-encompassing word? Many use an adjective that describes their lead, like ‘Relocating Raju.’
  • Face: Sometimes predicting what a persona looks like helps to improve the experience. This is where a Google image search or hunting for stock photography can assist. Pick a photo that reminds you of the persona you’re defining.
  • Demographics: Remember that you’re dealing here with only high-level overviews. There will be time while creating your content strategy that you’ll have an opportunity to dive into the difficult identities of each subcategory of a persona, but for now, just stick to basic characteristics. Where are they from, how much do they normally spend, how large are their families, and how much home-owning experience do they have?
  • Story: Go beyond demographics by concentrating on qualities: What does this customer’s day-to-day schedule look like? What is each’s short-term and long-term goals? What do they read? What are their general lifestyle preferences?

This is where you may need to do some outreach. If you don’t know enough about your customers to generate a comprehensive real estate buyer personas, give them a call or send an email.

Define Real Estate Buyer Personas Needs and Objectives

Frequently, with what we say and what communications and content we produce, we start from a place of expertise and write from our own perspectives. But what makes strong content is understanding and connecting with a customer’s goals and objectives.

Think about the things your customers want and enjoy. Is this persona hoping to make a major lifestyle change by moving into your high-value region, or are they hoping for a small-town feel and lots of space? Are they looking for a home they can grow with or one that will act as a starter? How can they get the best return on their property, or how can they increase the value of their property in the least amount of time? Since personas’ needs first allow you to put them at the pole position of your marketing.

Recognize Real Estate Buyer Personas Problems and Challenges

Real estate consumers are great because they are often much spoken about what they don’t like. They’re maybe most willing to communicate their dissatisfaction with their present situations or what their deal-breakers are for their future property. This is great news for you: It gives you a preview of their problems and challenges ahead of time.

Brainstorm what these issues are with questions like these: What about their previous experience do they want to change? What are they hoping to avoid? What are they asking for specifically — are these preferences or non-negotiables? What are some negative things this customer typically says?

Generate Marketing Content for Your Real Estate Buyer Personas

You know what your buyer personas look like and sound like, what they are concerned about, and what they dislike. Now that you have a sense of who you’ll be involved with, it’s time to brainstorm what you’ll actually offer your personas.

Whether you’re creating articles, ebooks, advertising copy, email newsletters, website copy, calls to action, or social media posts, always think through how it fills a persona’s needs. And for every piece of marketing you make, you must consider how it both delivers on goals and solves problems. If it does not do both, then it’s not presentable for your targeted real estate buyer personas.

EXAMPLE BUYER PERSONA
PERSONA NAME RAJU BUYER
DEMOGRAPHICS

Male or Female? Age? Occupation?

Income? The size of Family?

Male. 25-35. Single. Single income 30-50k.

Works in business field: Accounting, Finance or

Technology.

LOCATION

City? Neighborhood?

Madhapur or

Hitech City,

Hyderabad, Telangana

COMMUNICATION

Preferred means of communication?

The amount of communication preferred?

Prefers e-mail in the day and text messages after working hours. Wishes to stay in constant contact and likes to be informed of any changes in the buying process.
HOME TYPE

Style of home preferred? The ideal size of home?

Prefers a traditional home with contemporary features and amenities. Larger closets and kitchen spaces are a plus. Low-maintenance spaces like apartments are also preferred.
CONCERNS

What are their biggest concerns in a home?

(Price, quality of schools, neighborhood, etc.)

Concerned primarily with the social opportunities in the area. Good restaurants and quality places to shop are important. Also concerned with the safety of an area or building.
PITCH

How would you sell yourself to them?

Focus on sharing information about living in the business area, such as restaurants and shops to show you’re the local expert. Video testimonials from past buyers in the area.

 

 

EXAMPLE SELLER PERSONA
PERSONA NAME RAJU & RANI SELLER
DEMOGRAPHICS

Male or Female? Age? Occupation?

Income? The size of Family?

Married couple. 45-60. Retired with a large income.

Children have grown up and left the home.

LOCATION

City? Neighborhood?

Selling a home on a golf course. Tarnaka, Hyderabad, Telangana.
COMMUNICATION

Preferred means of communication?

The amount of communication preferred?

Phone calls. Prefers to be kept in the ring, but only during reasonable hours.

No late night texts.

VALUES

What qualities do they value in an agent?

Value an agent with extensive experience and good communication.
CONCERNS

What are their biggest concerns in an agent?

What are they worried about?

Concerned that an agent will undervalue their home. Since they have not sold a home in years, they are not familiar with the selling process and will need guidance.
PITCH

How would you sell yourself to them?

Over 20 years of experience in Tarnaka, Hyderabad, specializing in luxury homes in golf communities. Video testimonials of clients in golf communities.

By inspecting the information you’ve determined through your buyer personas, you can start aiming your marketing to your ideal customer.

Here are few things to consider:

  • Locations – Come up with some content ideas related to those neighborhoods and areas. Write and share relevant content through your blog and social media.
  • Communication – In early communications with a lead in this persona, establish the amount and method of communication they can expect from you.
  • Values – Look at your ‘About Me’ sections on your website and social profiles. Make sure the qualities your customer values are present in these descriptions of yourself and your company.

Conclusion

The more specific your real estate buyer personas are, the more effective your marketing strategies can become. When you find out exactly what your ideal customers look for and value, you can stop wasting time and money on marketing that isn’t reaching them. Take some time to analyze your previous and current customers and fill out the buyer personas. A little bit of thought can have a big impact on how successful your marketing will be!

Top Real Estate Lead Generation Strategies

Top Real Estate Lead Generation Strategies

Lead generation is simultaneously perhaps one of the most important and one of the most difficult parts of real estate business. You need leads to sustain sales, but where are they supposed to come from?

With the marketing atmosphere getting more and more difficult, it can be unclear for a realtor to identify where and how to generate leads that convert.

Here are few typical real estate lead generation strategies to guide you through the options and ensure your marketing create an unbeatable ROI.

Target Your Audience

The first step in any effective marketing campaign is figuring out exactly who your customers are. After all, you don’t want to waste your time creating content for someone who isn’t the right fit for your business. For example, if your real estate business is located in Vijayawada, sharing a post on Facebook about real estate trends going on in Hyderabad, that weekend doesn’t do you much good. It’s your job to be a local expert, not an all-around one. A great way to determine your ideal customer is by filling out a customer persona form. Once it’s done, save it to your desktop so you can keep that person in mind when working on your marketing. When it comes to leads, we want quality, not just quantity. Tailored content can help accomplish that.

Targeting Tip: Base your customer personas on past clients.

Real Estate Video Marketing Strategy

Real estate lead generation with video lets you nurture relationships and increase search engine rankings. Individuals do business with people they know or think they know. Video gives people the sign that they know you.

Video can be an influential tool to reach the audience with the message you want to deliver, which drives them to your product or service. We are in a visual world. We have to nourish into that society to get the preferred results for which we are looking.

Real estate videos are a better way to generate more leads and construct trust driven relationships in your society.

Video for SEO

Video is not only popular with audiences, but also with all search engines like Google, Bing etc. When a video is produced correctly, and the suitable steps are included in the video like keyword strategies, relevant content and calls to action, the search engines will index them.

Pay-Per-Click with video can also be the best choice. The video stands out on the page. Hence, if you have to pay to have your video promoted, this can be a win to win situation when controlled properly. But with any pay-per-click campaign, you should be hands on. Set exact budgets, wisely choose the target audience you want to see your video over demographic targeting, and be sure your video is set correctly with the right keywords.

Real Estate Drone Video

The extensive shots and drone video footage make this walkthrough attractive. Whereas you certainly will not have the budget and time to make a video like this for all listings, you can use few angles and concepts in your upcoming video.

Real Estate Property Video Walkthrough Tour

The video tour is the best example of how you can include close-up shots with panoramic views. There is a huge contrast amongst shots and the video creates a good study for new realtors looking to become improved at shooting video.

Marketing the Real Estate Videos

The major thing to remember when creating these videos is to market them. You need to promote these videos actively until they have over 100 plus views. Here are some ideas to do that:

1. Marketing Automation Tools for Your Real Estate Videos:

These tools will assist you to post your video on social media like Facebook, Twitter etc. This sharing is the best way to get your videos off the ground.

2. Use Facebook Marketing:

You can frequently find few groups on Facebook that are related to these local areas. By embedding your YouTube real estate video on a lead capture website and posting the link in these few groups. This would get you quality views within no time. Don’t be scared to repost the link there every month. Because different individuals will see it each time.

3. YouTube:

YouTube Commenting is one more great strategy to link up your real estate videos. You can incorporate comments on other local real estate videos linking back to yours. Make sure to include helpful instructions when commenting so it doesn’t come off as SPAM.

4. Pinterest:

Pinterest is another great way to get your videos viewed. Simply copy your YouTube real estate video URL and paste it on Pinterest. Pinterest will find the thumbnail and you will be able to pin your video.

Tools to Capture More Real Estate Leads

Driving traffic to your real estate website is a huge task, and 90 percent and more of the website visitors bounce. That’s a big source of available leads that you can mine, if you have got the proper tool set. Increasing the number of opt-in methods on your website will also increase the number of visitors that fill out your forms and switch into a lead.

Here are few tools to help convert visitors into leads:

Pop-ups

Pop-ups normally convert about around 5-10 percent of visitors all by themselves. Few people don’t think that pop-ups are correct for their website. However, if you want a 5-10 percent boost in leads, this is the easiest way to do it.

Best solution:
SumoMe originates a range of tools that are easy to install, and this tool is free. To get started, it’s the best tool set to add to any real estate website to the growth of your conversions right away.

Calls to Action

By using calls to action in your content while visitors are reading through your blog is another win to boost conversions. On average, these convert extra 1 to 2 percent of visitors coming in through your blog.

Best solution:
Call to Action is a WordPress plugin that comes with readymade templates that look suitable and don’t confuse the reader from the content while increasing your conversion rate.

Sidebar Offers

Here is extra quick win you may be seen on almost every website you’ve visited. A sidebar widget can switch another 1 to 2 percent or more of visitors into leads.

Best solution:
Simple Subscribe is a free simple sidebar opt-in box which you can add to your WordPress site that acquires the job done.

Top Bar Offers

Top bar offers are not always practical in terms of conversion because frequently people ignore them. Though, what’s great about them is that they are not very disturbing and on average still convert around 1 percent of visitors into leads.

Best solution:
Hello Bar is a free tool that allows you test different colors, copywriting and few other material on your top bar of the website that all contribute to attaining higher conversions.

End-of-content opt-ins

When someone is done reading your blog post, if they like it, that’s the second they’re most likely to opt in. It’s always a great idea to have an opt-in box where your website visitors can subscribe at the bottom of every single post. These will convert, on average, extra 1 to 2 percent of your website visitors into leads.

Best solution:
Optin Forms is a free app, and have paid features also. You can efficiently use the plug-in without upgrading and only upgrade when it’s necessary.

Socialize in Facebook and Twitter

Social networking is the thing to do on the Internet these days, for young and old alike. No matter who you’ve targeted with your customer personas, odds are, they’re on social media. Because sites like Facebook and Twitter are so readily accessible to everyone and it’s free, they’re fantastic places for you to market your business. Sharing content from your website is an especially great way for you to bring in traffic and, ultimately, leads. Whenever you write a blog post, have a great new listing to show off, or would like to spread the word about one of your helpful article, let your followers know about it. If the content is helpful and interesting, they’ll likely share it, which increases your exposure exponentially.

Show Your Value Using Content

Content is king. No matter what service you’re offering, no matter how great you are at your job, and no matter how fabulous your listings are, if you don’t have the content in place to convince people of all of those things, they don’t matter. Especially when trying to increase the number of leads you’re generating, the content you offer is what draws them to you in the first place. It can make or break you. By writing helpful and interesting blog posts, offering free eBook downloads, and providing the answers on your site that customers are seeking, you can become a virtual one-stop-shop for all things real estate in your area.

Content Tip: Write down the questions you get asked most frequently and create content that answers them.

Virtual Reality (VR) in Real Estate Business

Real estate business quickly jumped on the trend with a change of available software to make VR experiences to help sell properties. The possibilities for VR ads are infinite such as 2D, 3D, 360 degree and as straight up virtual reality experiences. So this is where it becomes interesting for the real estate marketing world because it is also likely to make these ads interactive for the customer.

Some of the possibilities with these new ads types for the real estate marketing world

  • 3D ads could focus the floor plans.
  • 360 degree ads highlight the panoramic sights a community offers.
  • VR Ads could give you a tour of the community starting with the sense of arrival, amenities, walking trails and more.

Beyond all the performance metrics we would expect to see improvements from we also believe potential buyers would be left with a stronger first impression which is much harder to measure quantitatively. In order for us to make this possible, marketing teams are going to need stronger creative format assets and we speculate this to take time given how we have seen real estate technology adopted in the past.

However, some exciting developments are being released by Google with their Android operating system to improve the VR, AR and 3D imaging. With all the possibilities it is an exciting time to be following the growth of the VR industry, particularly how it will affect the digital advertising platforms.

As it stands, the rich and famous already have access to this technology. Luxury homes can be toured through an immersive virtual reality experience.

These kinds of marketing maintenance tasks will always be a thing, but that’s no reason to ignore the tech developments like the virtual reality that can easy become an agent’s new best friend.

Imagine being able to sit down with a client and show them a property on the spot or to show them their dream home in a building that is still being developed.

Market leaders in real estate business are seeing positive ROIs from using VR:

Give Real Estate Tours

Real estate businesses can cut transportation costs, the inconvenience of travelling and time-consuming open houses by providing potential buyers a virtual tour of a property instead. Prospects can discover a home or commercial property from the ease of a real estate office, touring various properties as they want in minutes. They can take their time and revisit favorite sites without time limits. More than one prospect can experience a private property tour at the same time.

Design without Limitations

The construction business is using VR to assist in the design and building phases, and creating three-dimensional mock-ups of what the property will look like and get a sense of the building before the real estate construction company ever breaks ground. VR can eliminate the need for difficult, costly, and time-consuming physical models.

These digital experiences enable many related applications in the real estate business. VR lets businesses give customers a more hands-on testing experience in short time without wasting resources.

Paid Advertising

Running pay-per-click (PPC) ads and other advertising campaigns can be a fantastic addition to your inbound marketing efforts. Google AdWords is a popular option for businesses both small and large when implementing a PPC campaign. Facebook has grown leaps and bounds in the advertising world, offering inexpensive space to anyone and everyone who wants to market their business. Highly customizable and simple to target, Facebook for Business is quickly becoming a leading destination for paid advertising. Virtually everyone is on it. You can’t go wrong here.

Advertising Tip: Find a piece of content on your site that has gotten good response to offer through ads.

Retargeting to Generate More Real Estate Leads

Retargeting is an active tool to boost your website conversions. Counting on your setup, it will typically be an inexpensive marketing channel.

So how do you use retargeting for real estate business?

1. Listings

This idea has multiple advantages. First, you’ll be able to use retargeting to market your listings. This can be a chance to essentially impress your clients. Showing them the impressions alone is sufficient to get them motivated. Your information will likely show thousands of individuals who saw the ad for their home.

Don’t simply stop at showing impressions, display the sites their home has been highlighted on as well.

2. Buyer Leads

One of the major reasons people visit your website is to search the Multiple Listing Service (MLS). A huge percentage of these visits probably bail before you acquire their information.

Create banner ads which can promote searching homes in your area. Once they are ready to resume their home search, chances are high that they’ll go back to your website and speculate their information.

3. Seller Leads

If you surely want to get smart, phase your visitors. For example, the visitors that read your sell pages and do not firstly convert can be retargeted separately.

Build ads with headlines like as what’s my home price, secured sell programs, free marketing research or downloadable study content and send them to landing pages exact to the ad.

4. Increase Visit-to-Lead Conversion Rate

The idea behind retargeting is to get visitors back to your website in the chance of converting them. Demonstrate your retargeting ads to visitors that did not firstly convert. Make sure to get rid of them from your retargeting list once they have become a lead.

Create detailed landing pages for your ads. Keep the pages with good content and include a form. Remember, these are visitors who already visited your site before. If they came back due to your retargeting, they are more likely to convert. Make it simple for them to become a lead and limit their navigation choices.

5. Branding

One of the advantages that get trickier to live success is branding. Ensure your ads focus your brand as well. Include your website logo and your website URL written out. Seeing your advert over and over can beat them over the top with your brand. Retargeting is a great choice for branding and makes it hard to forget you.

Host Contests through Social Media

Hosting contests on your social media accounts is a great way to get people interacting with you and your site. You don’t need to give away anything extravagant or expensive, it just has to be something they’ll want. If you’re talented with interior design, you could offer up a free home staging advice session for a seller. Whatever it is, put your talents to work and get your name out there. Create a landing page on your site where people that want to enter the contest can submit their information after clicking the link on your social media. Then, add them to a drip email campaign. Now you’ve got leads you know are interested in your services that you can keep in touch with and nurture into choosing you, whether they win the contest or not.

Contest Tip: Use your customer personas to determine what you could offer that would be valued.

Prove it with Testimonials

Word of mouth is awesome, but it’s not enough. You need to move those positive comments onto the web if you want to see more results. Your past clients can only tell people they actually know about how great you are if they’re just talking about it. But if they move them onto online business directories, anyone and everyone has access to them. Create accounts on various sites like Google My Business, Bing Places for Business, Yelp, etc., and ask happy customers to leave their comments there. It’s a simple and easy way to spread the word, and it’s great for your SEO, too.

Testimonial Tip: Ask for testimonials when your clients are at the most positive point of the buying/selling process.

Create User-Friendly Website

Consumers expect a website that’s easy to use. They don’t want to have to search for what they want or struggle to find the answers they need. Your site needs to be designed in such a way that anyone who visits can navigate it without any extra thought or effort. Be sure to have tabs along the top that organize your content and dropdowns from which they can select. Having a spot where they can search listings right on your homepage is a great option, too. Remember, as soon as your site seems too complicated or disorganized, visitors leave without ever giving you their contact info. One of the most important things to do is make sure your site is mobile-responsive. Not only do search engines check this feature when deciding where to rank your site, potential customers look for it, too, often without even realizing it. Mobile usage has officially surpassed desktop usage, globally. If your site is difficult or impossible to use on a phone or tablet, people will leave it to find one that’s mobile-friendly. This is no longer an option. Having an outdated site is costing you leads.

Website Tip: Think about your own online habits when deciding on the design of your website.

Additional Tools to Make Your Real Estate Website Rank Highly in Google

Here we are focusing on on-site ranking factors, which implies changes you’ll build to your website to assist it to rank better on Google. There’s also off-site factors, which implies obtaining your business listed in directories and linked on alternative websites. We’ll get more into this at the tip of this series.

Here are 3 quick steps you should be taking to help boost your rank:

1. Setup Google Webmaster And Submit Your Sitemap

This free service can check your website for any errors which will have an effect on your ranking. It’s fairly straightforward to setup and may prevent you from making any huge mistakes.

2. Build a Google Plus Page For Your Business

Sure, it’s not a really widespread social network. However having a profile for your business makes a large impact on your Google search rankings.

3. Setup Google Analytics

This provides you much insight concerning however your website is performing, which includes your number of visitors, how many pages they are viewing, how long they are spending time on each page, how they found your website and many other features. Just like the alternative tools, it’s totally free to set up.

Conclusion

In real estate it is important that you’re always generating new valuable leads to keep your business on the path to success. Make sure that your real estate marketing activities are all targeted exactly to your audience and create value that they cannot find elsewhere.