How to prepare a high-performing online marketing plan for real estate

The property market keeps growing, which means the number of players in this niche has grown and will continue to grow. Strong buyer demand every year does not mean your business is guaranteed, or that you will fully reach the goals you set at the start of the project.

The good news is that a sound, realistic marketing plan for your paid campaigns will help you reach your business objectives. Those objectives do need to be clear and well defined, though.

Only then can you really control and measure the success of your campaigns, and of your business.

If you are not sure where to start, we can help. We are just a click away.

If you decide to go it alone, here are a few basic ideas to help you cover the most important parts of your plan.

1. What are your short- and long-term objectives?

Before anything else, set clear short- and long-term objectives for the campaigns you are about to launch. They might relate to short-term brand awareness or to a set number of apartments/houses sold. Setting these objectives from the outset lets you shape your entire paid marketing strategy so that you actually reach them in the near term.

2. Who are the customers you want?

If you do not know how to identify your ideal customer and talk to them in terms they understand, you really need to learn 🙂

For example, say your objective is to sell commercial spaces no more than 2 minutes from a metro entrance in Bucharest.

With commercial spaces, you will be targeting entrepreneurs looking for premises for their business. What does communicating with people from the business world involve? What interests them most? Why would they invest, and how do you assure them your space is the right one? Do you have figures and statistics you can put front and centre and use in your promotion (for example, how many people walk past your space on average)? Do you have real, detailed photos of the space, so you build credibility from the very first second?

In the same way, whose attention do your ads need to catch, and how, when you have 30 apartments for sale in a residential development? Most likely you will be targeting individuals. Single people or families? What age range are you aiming at? Crucially, what professions or trades do you think people looking for apartments at your price point have?

Our experience shows that photos are extremely important when selling property, especially homes meant for permanent living. To create visuals that catch your target audience’s attention, do not cut corners on a proper photo shoot that captures, as clearly as possible, the apartment’s strong points along with the advantages of the area it is in.

Bonus tip: Talk to local estate agents to find out what questions potential buyers ask and what they are looking for. You will then know which doubts and questions your ads need to answer, and what to clarify on your presentation website.

3. What sets you apart from the competition?

There is surely at least one reason a potential buyer might choose you over the competition 🙂 What is it? What are your unique selling points? What extra do you offer, and how do you make life easier for the people who choose you?

For your marketing campaigns to succeed and for you to be satisfied with them, you need to pin down these differentiators. Do not hesitate to communicate them visually, in the banners you run, and on your website too.

Going back to the apartment sales example, remember to mention the financing options available (instalments paid to the developer, interest-free instalments, the Romanian state-backed Prima Casa first-home loan programme, or the fact that you accept mortgages). These can decide whether or not a buyer books a viewing at your development.

4. The most important aspect: constant adaptation

Stay close to the community you want to grow. Talk to your sales agents to find out what worries potential buyers have, what they require and what questions they ask.

List these points and address them in your marketing campaigns and on your website.

Over time, you will notice much better lead quality.

If you need a complete strategy to promote your real estate project, contact us and let’s build a complete funnel together for you and your business.