December 31, 2015
There is no other industry in the United States that can effectively utilize digital marketing the way the real estate industry can. There are many forms of advertising, but the impact of having a well maintained digital marketing strategy is of paramount importance to agents and brokerages alike.
Design is important for any industry, but responsive design opens up a new world of opportunities. The real estate market is constantly changing and having responsive designs will allow your agency to keep up-to-date with the latest trends. It also has a direct effect on how you communicate and relay information to potential home buyers. What’s more, half of the amount of Internet traffic comes from mobile devices, which means that consumers can be reached wherever they go. According to Google, there are now ten different countries that have seen mobile traffic surpass desktop traffic.
Real estate agents and consumers are constantly on the move, and if you do not have a website that translates properly to mobile devices, your rankings/positioning will be significantly impacted. The industry has been slower than most in adapting to responsive design, but those who adopt it sooner will have a head start on the competition.
Compared to traditional print advertising, digital marketing is far more cost-effective, plus its impact can be accurately measured. As the circulation of traditional print advertising continues to decrease in the US, digital marketing has become much more practical and popular. Digital marketing has broken all the barriers; for the first time in history, there is no limit to the number of potential buyers/sellers that businesses can have access to.
The average media cost for advertising in a national newspaper is around $113,000 per full page ad, while local newspapers start around $1,000. For a fraction of the cost, digital marketing strategies provide you ROI tracking, which propel your ad campaign strategies moving forward. Not to say that traditional print is ineffective, but with the technology available today, it is getting harder for people to argue against the unlimited advantages of digital marketing.
It may be obvious that any form of digital advertising or marketing may be faster, but for some reason, this has eluded many people within the real estate industry. By removing the human element, and allowing digital software to analyze and report your marketing campaigns, the speed in which you can adjust your strategy is astronomical. As mentioned earlier, the real estate market is constantly changing, and agencies need to have the ability to adjust to the market on the fly.
It’s More Efficient
Having an efficient marketing strategy not only saves you time, but it also gives agents the ability to target, reach and, track the right buyers and sellers. Digital marketing sets out to revolutionize the entire process through incorporating a variety of platforms that allow agents to access information that will assist them with what works and what doesn't work when trying to reach potential home buyers.
Digital marketing has been proven to work for a variety of industries, and as consumers continue to use digital platforms to find homes, mortgages and other related real estate information, the industry should harness this unlimited access to user information.