Imagine running a real estate agency that has no clients despite all your efforts.
What needs to change to increase sales and attract new clients? In this article, we will focus on marketing for real estate agencies and introduce you to solutions for the most common marketing challenges faced by real estate agents.
Achieving desired results in real estate marketing is challenging for several reasons.
The real estate market is often saturated with competition offering similar services to yours, so you need to differentiate yourself to stand-out and build a strong brand.
At the same time, it is a dynamic market influenced by economic factors, interest rates, and various legislative adjustments. It requires quick and accurate identification and targeting of the right target audience, thorough presentation, and convincing marketing messages.
Then there's the ever-changing digital environment and new technologies, in which it is increasingly challenging to navigate. How to "bake" a working marketing strategy under these conditions and not „get burned “?
Join us to look at the 5 most common marketing challenges for real estate agencies and proven solutions that work.
CHALLENGE NO. 1
Where to find potential clients?
According to a report from the American National Association of Realtors, all property buyers search for real estate online, with 41% of people starting their search on the internet. Therefore, a strong online presence is a key pillar of success for a real estate agency.
Of course, listing portals are a great starting point.. But relying solely on them is not enough.
It’s a passive approach, where you wait for clients to find you. Meanwhile, your ad listing can easily get lost among dozens or even hundreds of other offers.
Successful real estate agencies, therefore, combine listings with other marketing channels.
Through SEO, PPC advertising, and content marketing, you can target the right potential clients and build your brand. Social media and email marketing allow you to create personal relationships and maintain contact with your clients.
The more tools you use, the greater the chance that you’ll reach different market segments and increase sales. Remember, success in real estate isn’t just about selling a property, but also about building long-term relationships with your clients.
CHALLENGE NO. 2
How to effectively target the right market segments?
Let’s imagine you are a real estate agency specializing in luxury properties, but your marketing activities are focused on young professionals with a limited budget. In this case, you are likely wasting resources ineffectively, since your offer does not align with the needs and financial possibilities of your target group.
What can you do about it?
As a real estate agency, you should use appropriate analytical tools to identify the demographic and psychographic characteristics of your ideal clients. Only then can you tailor your marketing strategy to your target group, thus increasing the likelihood of success in attracting clients.
Targeted PPC ads (e.g., on platforms like Google Ads or Facebook Ads) will help improve your response rate, and the more contacts you gain, the greater your chances of success.
CHALLENGE NO. 3
How to stand out from the competition?
Since many real estate agencies offer similar services and properties, they face a high level of competition. For context: currently, there are 238 registered real estate agencies and 1,359 real estate professionals in the Slovak Real Estate Association.
To convince potential clients to choose your services, you need to identify and communicate the unique strengths of your agency, use modern marketing tools and technologies, and build strong relationships with clients. Invest in a professional-looking website and content marketing which will help you build a solid reputation.
CHALLENGE NO. 4
How to present properties In an attractive way?
The pandemic accelerated digitalization across all sectors, and the real estate market is no exception. Buyers today want to see high-quality visual presentations from the comfort of their homes.
This includes high-resolution photographs, 3D virtual tours, videos, and aerial drone shots. Take advantage of these trends, and not only will you stand out in a competitive market, but you will also speed up the decision-making process for clients.
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CHALLENGE NO. 5
How to gain clients' trust?
When buying or selling a property, clients expect more than just great service - they are looking for someone they can trust, someone who will always act in their best interest.
In addition to visual identity, which communicates through colours, logos, and website design, your brand needs something more:
it must communicate your core values and build your reputation as a real estate professional. In this case, content marketing is also the key.
Effective methods could include participating in TV programs about housing, launching your own podcast, or publishing expert articles - either as paid PR content or on your own blog.
Real Estate Marketing with agency Vivantina's Services: These Solutions Will Boost Your Business
Real estate marketing requires a flexible and well-developed marketing strategy. Not sure where to start? Check out these tips on specific marketing tools that will help you succeed.
Find the Right Clients with Targeted PPC Advertising
Every real estate marketer has faced the dilemma of how to allocate their budget across marketing campaigns most effectively.
Currently, search ads via Google Ads, as well as PPC ads on social media platforms like Facebook and Instagram (Facebook Ads.), are considered the most successful and widely used.
The advantage of Facebook Ads is the precise targeting of specific demographic groups, which increases the likelihood that your ad will reach the right audience. For example, imagine you are a real estate agency running a campaign on Facebook to advertise luxury apartments in the High Tatras. By using demographic data, you can target clients with higher incomes who are interested in investing in vacation properties.
Thanks to precise targeting, you can increase website traffic and boost interest in property viewings by tens of percent. A case study by Woodleaf Realty, a small real estate agency in the highly competitive market of Colorado Springs, USA, illustrates this well. The client of AgentFire was facing typical real estate marketing challenges: low returns from listing portals, confusion regarding website marketing, and disappointing or negligible results from previous attempts at online marketing.
Example of an agency investment
2 300 €
Agency investment in paid advertising
on Facebook
768
potential customers at the price of 0,38 € per click
3,6 %
click-through rate (CTR)
This means that more than three out of 100 people who saw the ad clicked on it, which is a very good result. In comparison, traditional banner ads on websites typically have a click-through rate of less than 0.1%.
The remaining small part of the budget ($200) was allocated to Google Retargeting. The result? A net profit of over $50,000 from real estate commissions and a 20x return on advertising investment.
Such success, of course, is not an isolated case. With the proper setup of PPC campaigns and online advertising, you too can achieve impressive returns. According to statistics from Sprout Social, a global leader in social media analytics, Facebook ads generate the highest return on investment compared to all other social media platforms.
In addition to social media advertising, it’s worth investing in Google ads. Google estimates, that its ads provide a return on investment (ROI) of up to 800%. This means that for every euro you invest in ads, you get back €9. Of course, specific results depend on factors like your industry, ad setup, and other variables…
Since advertising can consume large amounts of money with no guarantee of effectiveness, we recommend not going in blindly. At Vivantina, not only will we recommend the right type of ad for your business and target it properly, but we’ll also teach you how to interpret the data. These insights will help you optimize your campaigns further, thus your online advertising will become cheaper and more effective.
Gain Trust and Traffic with a Perfect Website
A perfect real estate website should be clear, intuitive, and visually attractive. Key elements include high-quality property photos, detailed descriptions, and search filters. Additional features should include virtual tours, maps, testimonials from satisfied clients, and a blog where you can share your expert know-how.
However, a beautiful design and well-developed features are not enough.
It’s also crucial to ensure a responsive design so that the website is optimized for different devices. According to statistics from the National Association of Realtors, 76% of home buyers use mobile phones or tablets when searching.
These same statistics show that, except for the older generation born between 1928 and 1946, all other generations most frequently found the home they eventually bought, online first.
A “well-tuned” website can therefore be a decisive factor in the choice of a real estate agency.
And to make your real estate agency more attractive not only to customers but also to search engines like Google, it's important to focus on SEO. Search engine optimization helps increase your company’s organic visibility and online presence. The advantage is that, compared to paid advertising, the costs are low, and the effect is long-term.
Proper SEO setup
An example of how to gain more potential customers without spending a cent on ads can be found in the case study by RealtyCrux. Through proper SEO setup, they achieved a 120% year-on-year increase in search visibility for their client (a real estate agency). Their company appeared more than twice as often in searches for keywords related to their business.
120%
year-on-year increase
Increase in phone calls
The real estate agency also saw a 37% increase in phone calls. This example is just a small demonstration of the power of search engine optimization, which leverages natural user interest and targets them exactly at the point in the customer journey when they are actively considering purchasing a property.
37%
increase in phone calls
If you entrust us with your web site development, we will ensure that your new or redesigned website meets all of the above criteria and exudes professionalism and trustworthiness—key factors for success in the real estate business. And thanks to properly set up on-page SEO, we’ll help bring even more visitors and new customers to your website.
Capture Attention with Attractive Content on Social Media
Social media is, and will continue to be, a top trend in online marketing. According to The Sprout Social Index™ 2023 statistics, more than half (53%) of consumers claim that their use of social media has increased over the past two years.
A recent study by the National Association of Realtors shows that 77% of real estate agents actively use social media in some way to sell properties, and 47% of real estate companies report that social media leads to the highest-quality potential clients compared to other sources
According to the same study, the most popular platforms among agents
If your ambition is to become the top real estate agency in Slovakia, social media is essential.
However, you cannot approach it with a trial-and-error mindset. You need a straightforward strategy, engaging content, clear objectives, and precise evaluation of results.
To strengthen your position as an expert in the real estate field, share high-quality content, including expert articles, investment tips, and current market trends. Your posts should not only be informational but also visually appealing, with top-notch photography and videos.
You can stand out from the crowd by using 360-degree photos on Facebook, which are a perfect way to elevate the impact of your property photos. Gaining trust can also come from sharing success stories and testimonials from satisfied clients, as well as building the personal brand of the real estate agent.
How does social media management look like in our care? It starts with understanding the market environment and your brand, followed by selecting the appropriate platform (Facebook, Instagram, LinkedIn, Twitter, TikTok). Next, we create a communication strategy and editorial plan for posts, ensuring you have a complete overview of everything we will publish.
Stand Out with Top-Quality Photos and Videos
Just like in the hospitality industry, high-quality photos and videos are incredibly important in real estate.
After all, we “eat” and “buy” primarily with our eyes. According to an analysis by VHT Studios, professional photography can help sell a home up to 32% faster.
The company’s experience showed that properties with high-quality photos took 89 days to sell, while properties with lower-quality photos took up to 123 days.
Video content
Even more successful in this regard is video content. Persuasion Nation`s statistics show that video content increases demand for properties by 403%. This aligns with broader marketing trends, as video content is currently highly popular and effective in terms of return on investment.
403%
increase in real estate demand
Increase sales through video marketing
According to Sproutsocial statistics, 87% of marketers report increased sales thanks to video marketing on social media. Professional photos and videos can radically increase interest in a property, as well as its perceived value in the eyes of potential buyers. Moreover, engaging videos and 3D tours allow viewers to explore the property from the comfort of their home, which speeds up the decision-making process and reduces the number of physical property showings.
87%
increase in sales
At Vivantina, we approach the photo and video production for your project comprehensively, from script preparation to final post-production.
The great thing about photos and videos is that, with this type of content, you’ll benefit from the effect of quality presentation over the long term, regardless of which platform you use to showcase it.
As any business owner would expect, results are key, which is why transparent and clear report of all activities for the past month is provided by us.
We’ll also show you how to correctly measure and evaluate social media activities so you can see in specific numbers how effective your social media communication is.
Why Entrust Your Real Estate Marketing to Vivantina?
Have the solutions mentioned above caught your attention? Entrust your marketing to us, and we’ll find the perfect solutions for you and your real estate agency.
8
years of experience
40+
regular customers
1 mil.
EUR per year
10
team member
We’ve been in the market for over 8 years, and as a certified Google Partner
We manage campaigns not only locally but also in 8 other countries. With more than 40 long-term clients and media budgets exceeding 1 million euros annually, we deliver effective solutions for a wide range of marketing challenges.
Our team of 10 people has the necessary know-how, experience, tools and passion to help you attract new customers and build strong brand awareness. Review our references, schedule a free consultation and discover growth opportunities for your real estate business.