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And now what it is the social media or technology that we may need to implement?

Today, I am going to talk about how marketing has changed over the years in the real estate industry and markets. As someone who has truly enjoyed all elements of marketing over the years, I’ve seen firsthand how digital marketing has transformed the real estate industry.

In the past, the real estate industry relied heavily on traditional marketing methods like print advertising, billboards, and direct mail. While these methods still have their place, they are no longer enough to reach the modern-day buyer. Today, real estate marketing is all about digital marketing.

The rise of digital marketing

The rise of digital marketing has changed the way the real estate industry markets properties. The internet has made it easier than ever to reach a wider audience and generate more leads. According to studies online, 44% of home buyers started their search for a new home online. This means that if you’re not utilizing digital marketing, you’re missing out on a large portion of potential buyers.

There are a variety of digital marketing tactics that real estate professionals can use to reach their target audience. Some of the most effective tactics include:

  1. Search engine optimization (SEO)

SEO is the process of optimizing your website to rank higher in search engine results pages (SERPs). By optimizing your website for the right keywords, you can attract more traffic to your site and generate more leads. This is especially important in the real estate industry where people are constantly searching for properties online.

To optimize your website for SEO, you need to ensure that your site is mobile-friendly, has a fast loading speed, and has high-quality content. You also need to optimize your site’s metadata and use the right keywords throughout your site.

  1. Pay-per-click (PPC) advertising

PPC advertising is a great way to reach your target audience quickly. With PPC advertising, you can create ads that are displayed at the top of search engine results pages. You only pay when someone clicks on your ad, which means you’re only paying for qualified leads.

To create a successful PPC campaign, you need to identify the right keywords to target and create compelling ad copy. You also need to create landing pages that are optimized for conversion.

  1. Social media marketing

Social media marketing is a great way to engage with potential buyers and build your brand online. By creating social media profiles on sites like Facebook, Instagram, and Twitter, you can reach a wider audience and build trust with your followers.

To be successful with social media marketing, you need to create a content strategy that includes both organic and paid content. You also need to engage with your followers regularly and respond to their comments and questions.

  1. Content marketing

Content marketing is all about creating high-quality content that provides value to your target audience. By creating blog posts, videos, and other types of content, you can position yourself as an expert in the real estate industry and attract more leads.

What I have realized when it comes to content marketing, you will need to create content that is relevant to your target audience and optimized for search engines. You also need to promote your content on social media and other channels to reach a wider audience.

The importance of video marketing

One of the most effective types of content marketing in the real estate industry is video marketing. Videos are a great way to showcase properties and give potential buyers a virtual tour of the property.

According to a reports on the web that I found, one state that 73% stated that sellers would be more likely to list with a real estate agent who uses video to market their property. This means that if you’re not using video in your marketing, you’re missing out on a large portion of potential business.

To create effective video content, you need to create high-quality videos that showcase the property in the best possible light. You also need to optimize your videos for search engines and promote them on social media and other channels to reach a wider audience.

Another way to utilize video marketing is through virtual reality (VR) and 360-degree tours. These technologies allow potential buyers to experience a property in a more immersive way, which can help them make a decision without having to physically visit the property.

The importance of personalization

Another way that marketing has changed in the real estate industry is the importance of personalization – something that has been instilled from inception of our organization. Today’s buyers expect a personalized experience, and real estate professionals need to adapt their marketing strategies accordingly.

Personalization as I mentioned is fundamental to the core and should and can be achieved through a variety of tactics, including targeted email marketing, retargeting ads, and personalized content. By personalizing your marketing, you can create a more meaningful connection with potential buyers and increase your chances of closing a sale.

The future of real estate marketing

As we look to the future, it’s clear that real estate marketing will continue to evolve. New technologies like artificial intelligence (AI) and augmented reality (AR) are already being used in the real estate industry, and we can expect to see more innovations in the coming years.

One of the most exciting developments in real estate marketing is the use of AI to personalize the home buying experience. AI can be used to analyze data about a potential buyer’s behavior and preferences, which can then be used to provide personalized recommendations and content.

Another area where we can expect to see innovation is in the use of AR. AR can be used to create virtual staging, which allows potential buyers to see what a property would look like with different furnishings and decor.

So there you have it! it is true – yes, marketing has changed significantly in the real estate industry over the years. Digital marketing has become the norm, and real estate professionals need to adapt their strategies accordingly. Video marketing and online marketplaces have become increasingly important, as have personalization and the use of new technologies like AI and AR.

As someone who has enjoyed marketing through its ups and downs throughout the years, it’s important to stay up-to-date with the latest marketing trends and to continually adapt your strategies to meet the needs of today’s buyers. By doing so, you can attract more leads, build your brand, and close more sales in the competitive world of real estate.

What are some platforms and methods that have helped you or your organization as we continuously evolve in the realm of marketing?

Thank you for reading,
Shane Wenzel

Shane Wenzel

Shane is the President & CEO of the Shane Homes Group of Companies and the namesake. Shane's responsibilities include strategic direction for the companies, policy advice for the building industry through BILD Calgary, and political involvement through the Alberta Enterprise Group on the economy, making him an industry leader in his field. Shane's sales and marketing background comes from growing up with two entrepreneurial parents, Cal and Edith, and participating in a business advisory group. On the personal side, Shane considers himself a bit of a "tech junky" and social media influencer on various platforms. He's also proudly apart of the LGBTQ community.