12 Steps To Planning Your Marketing Strategy For A Successful Real Estate Campaign

Marketing strategy for Real Estate

2020 has been a year of transformation for many of us. The slow and steady acclimatization of the entire world with the phase of ‘New Normal’ has rapidly advanced the adoption of digital marketing. People all around the globe are now utilizing the internet to materialize all sorts of dreams. And if 2020 has impelled them to explore everything online, even their dream home, then why shouldn’t every real estate marketing company seize this golden opportunity. From the perspective of a real estate digital marketing agency, here are our 12 aspects to consider to develop a marketing strategy that will help you give rise to a successful real estate campaign.

1. Curate a professional & SEO-friendly website:

Very often, our website is the first touchpoint for a potential client, making a user friendly and professional website an absolute must!A website that furnishes your details in an organized manner with a proper blend of aesthetics and functionality is the first step to making a good impression. Ensuring Search Engine Optimisation (SEO) best practices on the website will aid discoverability, bringing new customers to your digital doorstep and is the foundation of your real estate marketing strategy in India.

2. Develop brand awareness:

Every real estate company needs to highlight its uniqueness so that an imprint of the brand is created in the customers’ minds. That’s why our real estate marketing strategy should be perfectly aligned with our brand concept. Our overall objective should be to induce such a refined brand name that echoes forever in the real estate market through the right messaging, creatives and targeting

3. Build video walkthroughs:

Video walkthroughs help customers get realistic insights into the property in an engaging manner. All in all, it helps prospective buyers to experience the look and feel of the home from their own space. Once our customers understand what the space exactly looks like in person, it becomes easier for them to make a wise and informed decision.

4. Create a Content Marketing Plan:

Content marketing is an effective way to aid discoverability for your brand as well as increase engagement to drive consideration towards your brand. The content plan can include blogs, videos, collaborations with influencers and co-branded content. Your content plan needs to keep in mind two things – what your potential customers would find valuable and where you disseminate this content.

5. Utilize social media efficiently:

Today, social media is a surefire way to reach people and create an impression. Be it Facebook, Instagram, Linkedin or even broadcast messages on Whatsapp, social media is doing wonders in digital marketing. So, we should make the best use of this opportunity to engage with our audience and build a community of followers on our social media channels.

6. Know your target audience:

It’s more than just essential for us to understand our audience and their needs. Once we know each and every requirement of our niche, it gets easy for us to serve them with exactly what they want. This also helps us to know some specific parameters like what’s the driving factor of the current market, what are the risks, what is the scope of long or short term investments, etc.

7. Focus on retargeting:

When a person plans to buy a real estate property, a lot of speculation takes place before the actual purchase. During this period, the customer visits different websites just to explore all the available options. While visiting numerous pages, he takes note of a few selected properties that might interest him. And at this very step, retargeting helps us by persuading him that our property is the best among the others while building brand recall.

8. Use Email Marketing campaigns:

Today, Email Marketing holds immense value when we wish to spread a strong word about our brand. Here, our first step is to create a list of potential home buyers and then communicate our message in the perfect way. Once the right people get attracted, all we have to do is reap the benefits through our Email Marketing Campaign.

9. Publish real estate newsletter regularly:

To win the trust of our potential home buyers, we need to portray knowledge and commitment so that they can lay their faith in us. Now to achieve this, we can publish weekly or monthly newsletters that inform the customers about current mortgage rates, modifications in real estate laws, advantages of homeownership, etc. This will give rise to the foundation of a firm trust base.

10. Install Google Analytics:

If we do not understand whether our efforts are moving in the right direction or not, how will we steer our way? That’s why to get a hold of our current work, we need to have Google Analytics installed on our system. As this tool tracks all sorts of related metrics and website visitors, it gives us a clear picture. Also, it gives us answers for various questions like how well our posts are doing, how many visitors do we have, what is our bounce rate, what is the average session rate, and so on.

11. Use Digital Marketing Mix:

An effective digital strategy is one that creates a strong impression in the minds of the viewers about the brand. To achieve this, we should employ a proper mix of various digital advertising platforms and its variations like Google Search Network, Google Display Network, Google Remarketing, Facebook Lead Generation, Facebook Remarketing, Twitter, Instagram, Youtube, Programmatic Advertising, OTTs, etc. This step would act as a holistic plan for us to send out our message to the viewers at different points of the brands’ digital journey.

12. Implement PPC Advertising:

The internet advertising model of pay-per-click helps in driving traffic to the website. Here, every click redirects the viewer to our website. This is the most sought-after way to gain visits when we are talking about advertising through paid marketing. Here, for every click, the advertiser pays a fixed amount of fee to the publisher.

With all that being said, the last thing we wish to mention here is that even after implementing all the above-mentioned steps, every real estate marketing company needs to keep a keen eye for the latest industry trends. This will help us in monitoring and optimizing our overall performance accordingly. Thus, apply this digital marketing strategy for real estate and let your work speak for you!


What is a real estate campaign?

A Real Estate Digital Marketing Campaign comprises multiple strategies to generate quality leads and increase conversion. Here are some of the Ad Campaigns that work wonders, when implemented correctly-

1. Facebook Ads:
One of the most cost-effective and efficient ways to drive traffic to your website or landing page is by promoting your listings on Facebook. This will help you generate a good number of high-quality buyer leads.

2. Google Ads:
If you have been wondering how to get more Real Estate clients, this is how – Google Ads function by targeting high-quality keywords that are frequently used by searchers in your local area. Google Ads are expensive as the bidding is done on actual search terms in your local area. The high pricing is because these ads are more effective and guarantee lead generation.

3. Email Marketing:
Although Email marketing has its roots in traditional advertising, it works like a charm even today. It is a promotional channel for generating leads and driving more people to your landing page or website. It is a great way to reach out to your existing database that is well acquainted with your brand – it’s much easier to inspire action since they already have faith in your brand and its offerings.

What is the best way to generate leads in real estate?

Here are some of the best ways to generate quality leads in Real Estate:

1. Facebook and Google Ads-
Social media platforms are your primary answer on how to get Real Estate leads online. Running ads on Facebook and Google buys you higher chances of gaining more potential leads. With the help of Digital Marketing tools such as SEO and Social media, it becomes much easier to nurture Real Estate leads.

2. Email Marketing-
Email marketing is a promotional channel for generating leads and driving more people to your landing page or website. It is a great way to reach out to your existing database that is well acquainted with your brand – it’s much easier to inspire action since they already have faith in your brand and its offerings.

3. Blogs-
The blog section on your website is where quality content finds home. With the help of SEO strategies, you can drive traffic to the website by shortlisting high-quality keywords related to a particular topic. Studies have shown that researching and writing a blog based on the subject relevant to your industry can help boost the number of leads.

How do you attract high end real estate clients?

Here is how you can attract high-end Real Estate Clients and get them to be a part of your network:
-Focus on nurturing your relationships, don’t let it stay transactional.
-Grab every opportunity to build a big network.
-Provide attractive offers and keep highlighting them.
-Build tailored strategies around their concerns to stand out from the competition.
-Apart from the online world, be visible in their physical world. Attend gatherings where there are a lot of high paying customers.
-Leverage the power of reviews and testimonials to gain an unbeatable reputation.
-Curate valuable content for high-end clients.

How do I find my first real estate client?

Here are a few ways that can help you get started and take the first step towards building a strong network:
-Have a strong Digital presence.
-Focus on Social Media Marketing & Advertising
-Create quality content to publish on your website, optimised with the right keywords.
-Explore Website & Online Directories
-Leverage your sphere of influence – Family, friends, colleagues, acquaintances, and such.

How can I stand out in the real estate market?

By leveraging the power of Digital Marketing, Real Estate firms can put their exclusive offerings on display, online! Here is what you can do to gain an edge over your competition:
-Be hyper-responsive – answer calls quicker and respond to emails faster.
-Ensure that your business goals are well-defined.
-Understand your clients’ needs and address them through your solutions.
-Have a strong online presence.
-Make data-driven decisions when it comes to digital strategies.
-Build long-term relationships with your consumers.

Sandeep Israni - Partner at BrightBrain Tech

Sandeep Israni is the co-founder of BrightBrain Marketing Technologies LLP – a firm that has now grown into a full-fledged digital marketing agency with 55+ employees and clients from 7+ countries – all under his supervision. He mastered the art of Executive Management at SP Jain Institute of Management & Research, followed by extensive industry experience. His unquestionable expertise allows him to help clients achieve the extraordinary in the digital realm.

Sandeep Israni