Real Estate Developers: Develop Your Brand and You’ll Build Market Share

The recent boom in real estate has caused a lot of real estate developers and builders to back off their investments in branding and advertising. We’ve got news for you: shorting your branding and advertising investment is short-sighted – especially in the digital sector, which is a key channel where agility and intelligence are essential in building your brand.  Even if you may think you don’t “need” branding & advertising to sell your lots or units – you are still selling your brand!  The following are 5 steps that you can take right away to build a scalable and optimizable real estate marketing strategy that will help you not only sell units but build your brand community for future sales.

Build A Website with Killer Search Engine Optimization (SEO)

It’s not enough to just build a good-looking website. Without the proper SEO, you’ll never appear organically at the top of Google and other popular search engines. Optimizing your site will help deliver better information to search engines so that your content can be properly indexed and displayed within search results. Organic search results cover more digital real estate, appear more credible to savvy searchers, and receive many more clicks than paid advertisements. In fact, of all searches done in the US, only 2.8% of people click on paid advertisements.

SEO, done properly can help you in the following ways:

  • Allows your website to rank high in search engine results
  • Increases organic traffic
  • Builds trust in your website, and therefore your company
  • Helps you reach your desired target audience
  • And, ultimately, boosts your sales and leads

The best part is that SEO is measurable, so you can always tweak your optimizations if you find that they’re not working. It’s a bit of a trial-and-error process at first, but once you hit your stride you’ll be wondering why you haven’t been investing more time into it. Alternatively, hire some experts to handle it for you. We recommend these guys.

Enhance Your Social Media Presence

This is more than simply creating an Instagram account to post your listings on. In today’s social media-heavy world you need to stick out and provide useful, actionable, and entertaining content all at once. Some quick tips:

  • Use helpful hashtags i.e. #JustListed, #ForSale, #HouseHunting, #NewHome, and #OpenHouse, among others to provide quick, informative about a listing,
  • Include real quotes and testimonials in your content. After all, nearly 95% of shoppers read online reviews/testimonials before making a purchase.
  • Livestream various behind-the-scenes material and save the videos on your page as evergreen content. This can be anything from a guided walk-through video of a home, or a sneak-peek at the furniture staging process.

The key is to stay consistent. Even if your posts aren’t generating a lot of engagement, you never know who’s finding them useful. A dormant social media presence implies a dormant business – keep pumping out content!

Take Advantage of Social Media Advertising

Paid social media advertising is quite different than traditional advertising for a few reasons. Instead of releasing your message into the world and hoping it’s seen by the right people, social media advertising allows you to find, target, and reach a specific audience with precision. Each platform allows you to track key performance indicators for your real estate business, such as lead generation, website traffic, post engagement and more!

Also, accessing the native analytics on social media platforms provides in depth insights into how to enhance the campaigns you’re running. So, whether you’re looking to improve reach, engagement, or sales – the case for social media advertising has never been stronger.

Here are eight benefits to using paid social media advertising for your real estate business:

  • Broaden your reach
  • Customize any budget
  • Narrow down your targeting
  • Boost brand awareness
  • Amplify your content marketing
  • Tap into mobile users
  • Gather market insights
  • Optimization

Use Search Engine Advertising

Search engine advertising – also known as pay per click – is a great way to find a lot of potential clients in just a short amount of time. This is primarily because users who look for answers in search engines are considered high-intent users, often looking for instant gratification. If someone, for example, searched Google for “New Condo Listings in Toronto”, you would want your ads to be the first thing they see. In fact, search engine advertising is so popular that most companies spend nearly half of their digital ad spend on it.

There are ultimately 5 reasons why you should be implementing a search engine advertising campaign:

  • Quick and Easy Implementation
  • High User Intent
  • Fast Results
  • Greater Brand Awareness
  • In-depth Measurability and Analysis

Nurture Leads Through Email

In a world full of instant and direct messaging, email may seem like an outdated tool. However, used properly, it can be one of the most effective marketing strategies for real estate professionals. And if you’re worried about where to start building your list, try the old-fashioned way: asking people for their permission. Permission-based email marketing has an average ROI of $38-$44 for every $1 spent, making it a tried and true method among businesses of all kinds. Here are some of the different kinds of emails you can send:

Welcome emails — After your potential buyer signs up for your newsletter, make sure you set up a personalized welcome email thanking them and welcoming them to your mailing list. If you mention that they’ll be receiving insider information and up-to-the-minute news about real estate in their area, you’ll instantly begin nurturing the relationship.

Information request emails — If a residence that matches a potential buyer’s criteria happens to go on the market, you can send them pictures and details before they’re even aware of it. You can even automate the message with a personalization, making the email feel more authentic.

Re-engagement — If someone had reached out about a property but never followed up, you can set up an automatic email to check if they’re still interested or they’d like to see some other options.

These newsletters can be short, just make sure you remember to segment your list based on specific traits, such as whether they’re interested in condos or bungalows. This will ensure you always send the most relevant information to the appropriate person.

Real estate development and marketing have a lot in common. Both are essentially about delivering places for people to live. Attracting people to live in your brand community is vital if you want them to live in your physical community, so make sure you’ve created a welcoming place that your customers can be proud to call home.


Connor McKay

Connor’s background in anthropology, copywriting, and account management provides him with a rare combination of skills, and perfectly equips him for his work as Social Media and Content Marketing Specialist. His deep understanding of your brand community is critical to creating engaging content that drives business growth.

Connor McKay has 14 posts and counting.See all posts by Connor McKay