Clients Appreciate Web Site Content More Than Its Design.
Real estate websites are the window by which most people who want to buy a property will judge you. In 90% of cases, if you prepare your online marketing well, your customers will reach your website through a specific page or pages; and not through your home page.
Once you have arrived at this page, where you will find the immense pro that you have been interested in, you can, (I say “can”), that you feel the curiosity to browse the web site a bit before leaving it.
This is the case with real estate agency of Tajarat properties and independent agent websites. However, with real estate developer websites, browsing tends to take longer and their content is analyzed more closely. However, despite having this advantage, the promoters do not take advantage of it, because they know little about online marketing. I say it with respect, but I say it loud and clear.
The real estate sites created by most developers do not generate inquiries for 4 main reasons:
1.- Your content is not what potential clients interested in buying a new home, under construction or off-plan are looking for. If information is given, but incomplete information, thinking more about the developer than about the needs of the person who buys a pre-sale or off-plan home.
2.- They are more focused on creating a brand image, than on helping potential interested parties who visit the website to buy. That is why they contain all the promotions under the same techjo, when the appropriate thing is to have a separate website for each promotion and linked to the promoter’s website.
3.- They use the wrong keywords to position themselves online. A lot of design, a lot of infographics, little text and nothing SEO. “ That we are very good; so call yourself for more information. Ha!
4.- They are poorly promoted online or not promoted enough. You have to be on social networks because that gives cache, invest a little in Google and in portals … and you will see how we get 100 people to contact us for $ 1,000, to whom we are going to sell 60.
Although there are some others, these are the 4 most common mistakes of real estate websites that developers offer us. I do not mean to be cynical with my comments. This is the mindset of quite a few promoters.
It is clear that most real estate developers are not aware of the potential that the internet offers them to attract clients locally, nationally and internationally. They do not know what they are missing!
Real Estate Websites with Content Marketing.
Still, many developers prefer to rely on real estate agencies to get clients or at least use real estate portals as the ONLY means of online recruitment. To attract clients in other countries, they attend real estate fairs in the hope of reaching an audience willing to invest in their new development during the fair.
The real estate sector has changed a lot over the last 4 years and today only developers with optimized real estate websites , offering the right information and promoting themselves correctly online, are the ones who are selling their properties abroad without having to depend on real estate agencies, portals real estate and fairs.
In the end they have understood that they cannot supplant the necessary knowledge ” in house” with a hefty budget so that “… someone does it for me, because I don’t have time to learn online marketing.”
The real estate websites that attract requests for information every week are those whose text, design and content are based on real estate content marketing.
They use general, specific and long-tail keywords in their texts and images, which allows them to quickly position themselves in any language they choose. They even go further and create simple and highly informative websites in the countries where they have their target audience.
Exemplary Real Estate Websites.
For example, a small real estate developer in Alicante that we help to position itself online has created 2 websites with IP addresses in the United Kingdom and in Ireland to better position itself in these countries and create its online campaigns in English from those countries.
Using advertising on Google and Facebook, it has achieved in 3 months , (from May to July 2015), more than 200 requests for information and on September 30 of this year it had already sold, (signed and delivered the keys), a total of 27 units worth € 4.23 million . Cost of the campaign? From May to July he invested a little more than € 5,000 in online promotion.
This developer would not have achieved these results if its real estate website had not been optimized and had not used real estate email marketing to generate information requests.
Invest € 5,000 to sell € 4.23 million? Where to sign? Not so fast. Let’s not look at the online promotional investment made. Let’s consider the 10 weeks it took the developer to create her real estate website, the developer’s vision and courage to change her recruitment approach, (here’s the key ), and the work it took to train her commercial director in online marketing.
This training began by understanding the importance of keywords in the optimization of real estate websites, searching for them, selecting them and including them in the text. Task that was not easy.
A real estate blog was then created in order for Google to position the website as quickly as possible. This was achieved by positioning the web in Ireland on the first page of Google for 4 months with 7 different keywords and in the United Kingdom with 8 different keywords.
Once the real estate website was well positioned, the online campaign began, but not before spending a few weeks learning how to promote the new homes, (which were already finished), on Facebook, Google and YouTube, to prepare the material for promotion, (videos, texts and images) and to prepare the email marketing campaign with real estate landing pages and auto responder.
Optimizing Real Estate Websites is the First Phase.
All this preliminary work is what has allowed the Alicante developer to sell 27 units in 3 months from the start of the online campaign with just a little over € 5,000 in budget.
The old real estate acquisition systems no longer work. Today everything happens to have, not just one, but several optimized real estate websites and know how to use the promotional alternatives offered by YouTube, (at $ 0.05 – $ 0.15 per click), Facebook, (at $ 0.01 – $ 0, 07 per click), or Google Display at an incredible cost per click of $ 0.08 cents.
To be more precise, this promoter has invested about € 32,000, (about $ 35,000 dollars) , in preparing its online marketing strategy, including the € 5,000 promotion. Not bad to bill, (for now), € 4.23 million in sales.
Real Estate Websites That Help You Buy.
Selling is not the same as helping to buy. Only developers who understand and apply this concept to their real estate websites are the ones who will be successful in attracting online. Understanding this concept means designing a real estate website with download forms, blog with interesting and keyword-filled articles, using email sequences, and designing the website that contains a real estate landing page for every unit for sale.
And let’s not forget about the inclusion of real estate videos, informational videos and corporate videos on the website. Videos recorded and produced by the same commercial team as the promoter.
Not to save budget; but because it was necessary to do them to generate credibility to potential clients. Building credibility with a video is not as easy as many believe and you need to know the technique.
Videos that if we add the cost of the necessary video material and divide it by the number of videos that were recorded, (30% of them in test mode and that were not used), we have that each video has cost € 21.50, (about $ 23 dollars).
All real estate websites that have video rank much faster and create greater credibility among potential clients.
“NOTE: Hosting a website in a foreign country has the advantage of positioning yourself better in that country and saving on advertising. Remember that Google always offers local results in order of priority. With a local website in the language of the country you will compete with keywords at a low price because those keywords do not usually have high bids in that country from that country ”.
I invite the promoters from this article to get on the online medium at once in a serious way . Here it is not worth having a budget for an online marketing agency to create your real estate website and promote you online. What counts here is that you spend time learning what you need to learn.
A Webmaster or an online marketing agency will be very good at what they do, I don’t doubt it; but they do not know a pepper about selling “real estate” a product of + $ 100,000. And I say this with all due respect.
Mastering the technical part in creating real estate websites is important and necessary; But knowing how to sell property in blue world city islamabad is an even more important knowledge than the technical one when it comes to creating a real estate website that generates credibility and requests for information.
Please leave us a comment about this article. Do you think promoters use the Internet effectively? Your opinion matters to us.