How many of you have been dedicated to planning your agency’s real estate communication strategies before? Surely there are few raised hands. Despite this, a good real estate communication plan is essential in a sector such as real estate, where competition is high, and getting the attention of possible buyers or sellers is really difficult, especially in an asphyxiated period like the one that now lasts. For some years.
Although you have not raised your hand, we are sure you know how important it is to plan the real estate communication strategy for your agency, but then what is stopping you from doing it? Lack of time? The lack of skills? The budget? Or all 3 of these components?
Planning your real estate communication strategy could require large sums of money, which is why you should not waste this money on flyers, business cards, website (here our article dedicated to the topic: Adding value to the website of a real estate agency ), social media and other products, without first thinking about how to make logical sense of your actions. Therefore we have decided to help you in your real estate communication strategy, adopting the right strategies that allow you to avoid unnecessary waste of money.
Let’s start from the fact that now a real estate communication plan can no longer be activated only with traditional tools, such as radio and paper advertising, but it is necessary to integrate it, for example, with new social media marketing strategies.
In planning your real estate communication strategy, however, you must take into account that what is effective offline may not be online, in fact the key to successfully managing marketing activities is to activate a real estate communication strategy that integrates the various advertising channels. Of its real estate brand.
Now let’s see in more detail what are the main steps to follow to set up functional real estate communication activities.
Are you sure you know who your target customers are? These cannot be just any buyer or seller, but they must have characteristics that reflect your qualities. This means that you have to narrow your target, segmenting it based on specific characteristics that allow you to define a copy strategy that is as suitable as possible for the market share of buyers and sellers you are referring to.
Here are some examples of parameters to use to segment your market:
– Demographics (income, religion, age, sex …);
– geographical (city, district …);
– psychographic (pet owners, with friends or family already residing in the neighbourhood…).
This segmentation will also help you understand which customers you can reach via Facebook, Twitter or LinkedIn, or via a more traditional ad in a local newspaper.
Once you have segmented your clientele, you need to define the objectives of your real estate communication. To do this you will have to make sure that it respects the following principles.
When you build a real estate communication plan for your agency, you also need to define the goals you want to achieve at the end of the year after putting it into practice. Imagine having a certain budget to spend to buy a car, logically you will not buy the first car that passes in front of you, but you will buy it depending on what you want from the car, whether it is fast, consumes little, lasts a long time, etc. It is precisely this perspective that you must adopt in real estate communication: for example, do you want to expand your clientele or do you want to retain the existing one?
Make sure that the objectives of your real estate communication are measurable. It is not enough to say “I want to increase my clientele”, yes of course, this is a beginning but it is not a real goal, precisely because it cannot be measured. Deciding to increase from 500 to 560 customers at the end of the year is a real goal as you know you will have to get an average of 5 new customers per month.
Be objective, if in 5 years you have reached 100 customers, you cannot expect to reach 250 in just one year. Define a real estate communication that you know is actually achievable. But beware, this doesn’t mean you shouldn’t aim high or make optimistic predictions, just be realistic. Not reaching a goal because it is too ambitious can lead to self-esteem crises, and we know agents who have stopped planning precisely because of the dissatisfaction given by their plans. Don’t make the same mistake, be honest with yourself.
When you define a goal, think carefully about how to reach it, it makes no sense to want to expand your clientele if you do not implement lead conversion activities that give you the opportunity to reach the set goal. A real estate communication strategy must not only include the definition of an objective but also the strategy necessary to achieve it.
> Limited in time
The final goal of your real estate communication plan must be achieved step by step, after overcoming intermediate objectives, only in this way will you know when to start a certain activity rather than another, whether it be advertising campaigns on social networks or a questionnaire to be submitted to your contacts.
Consistency, clarity and irresistibility, these three words should be your guidelines for creating content that is adaptable to each channel and that at the same time maintains the typical characteristics of your real estate agency. So make sure your message is clear and pushes your target users into action, no matter which channel it travels on.
Once you have segmented your market and defined your objectives, you will need to identify which channels are best suited to start a real estate communication that adapts to the different targets. However, this does not mean using all the channels you supervise, in fact this would only lead to an unnecessary waste of resources and would not allow you to reach the recipients of your real estate communication in the most effective and performing way.
Once the channel is defined, it will be much easier to create the messages that best fit to reach your leads. For example, if your customers interact mainly on social platforms, the more concise and impactful the message text will be, the more effective it will be; on the other hand, if your target segment of tenza is more active with more traditional tools such as email and newspapers, then you can afford to write a much more extended and verbose message.
You cannot manage or improve what you don’t monitor, and this also applies to the objectives of your real estate communication. Use Google Analytics and closely follow your campaigns to see if they are performing or not, it makes no sense to continue your campaign on a channel if this is not giving the desired results.
If you are not reaching your goal, try to test some elements of your campaigns, for example, you can change the subject of your newsletters, use more captivating headlines in Facebook advertisements or different images within the content that publish on your blog, etc. …
Planning your real estate communication does not only mean sending appropriate messages for your target but rather sending coherent and coordinated messages between the different channels used so that your agency, your personality and your brand are recognizable by customers.
This is why you need to identify the audience segments and channels so that you can measure the effectiveness of your real estate communication and be able to make the necessary changes later. Only in this way can you and your real estate agency focus on the areas where your communication has been most effective, thus making them your strengths.