Top Digital Advertising Tips Every Real Estate Investor Should Know
According to the National Association of Realtors, statistics show 51% of buyers found the home they purchased online. This shows how powerful digital can be in your marketing efforts as a real estate investor. If you are looking to scale your real estate investing business I highly suggest using digital marketing to do so.
Below I will share some high-level basics to get you started.
1. Develop A Goal
First, you must develop a metric for success in the different areas of your business. Real estate investors often track time needed to fill a vacant unit, owner and seller leads, revenue or profits.
2. Track Relentlessly
Create an online database of all your leads. Make sure all your leads have a defined source (Meetup, Facebook, etc ). This will help track what digital marketing channels are the most profitable. Channels proving not effective should be turned off or optimized to perform better.
3. Build an Effective Website
If you are a serious real estate investor, you must have a website to start building your leads. Period. You can build a simple one using WordPress or Squarespace. Make sure you have an easy way for leads to contact you, like an easy to fill out contact form or landing page. Understanding website traffic and relevancy using Google analytics is also essential as your business grows.
Lastly, mobile devices will be the device mostly used for online browsing so make sure your website is mobile responsive and easy to navigate.
4. Search Engine Marketing (SEM)
What is SEM? SEM is at the top of the digital marketing efforts used to target keywords linked to your online advertising. Today Google processes 3.5 billion searches per day. You can bid on a cost-per-click basis and track your conversions to see what keywords are working well.
For example, if you want to search for homeowners who want to sell their homes, you might consider bidding on “sell my house in Houston”. Start with low bidding and make sure to target people searching in your desired geographic area.
5. Search Engine Optimization (SEO)
What is SEO? SEO is the ability to rank your website organically on search engines. Unlike SEM, SEO is free and you do not pay for clicks. In digital marketing, SEO is essential to getting leads at no additional cost.
First, start by gathering all the keywords you want to rank for and make sure your website is optimized for those keywords. For example, if your real estate investing business targets home sellers in Houston, make sure Houston is spread throughout the content of your website.
Listing your company information on local and national real estate can also increase SEO ranking. This can be a tedious process but pays off in the long run.
In the last few years, Facebook has been a game changer for digital marketers. Many real estate investors solely use Facebook to generate leads.
There are a few things we advise when using Facebook. First, make sure you post business and personal content as often as possible. Second, join any relevant Facebook groups and join the conversation. Putting your name and business on as many posts is key to building your reputation as an authority on real estate investing.. Lastly, buy targeted Facebook ads using interests and geographic information about your ideal client.
7. Content Production
Great content will boost your digital marketing efforts when done right. Content can include YouTube videos, blog posts, Instagram posts, Facebook posts, etc. Start with the channel that feels more natural to you and cover topics you are familiar with. Just like SEO, producing content may feel tedious but will pay off if done right.
Retargeting is a powerful tool used in digital marketing. UsingGoogle analytics, you place a cookie on users visiting your website, then you target them with advertising ads while they surf the internet.
Typically retargeting has high conversions rates since the user has already expressed interest in your company. You can also bid on these ads on a cost-per-click basis or cost-per-impression.
9. Track and Optimize
Make sure you track your digital marketing efforts at least every two months and update content as needed. Google analytics and Facebook insights can give you valuable information on traffic. As your real estate investing efforts payoff, remember to use a spreadsheet to organize your leads and focus on the channels bringing the most profits.