Inbound Marketing Real Estate

Inbound Marketing Real Estate, the new frontier of Real Estate

Imagine acquiring super active and extremely profitable clients effectively and at a low cost – this should be the happy ending of a good real estate inbound marketing strategy.

Inbound marketing is the process of attracting qualified leads to channel them into your business, rather than wasting time and money on inefficient and expensive practices, such as door-to-door, phone calls or other old-fashioned advertising methods. Die. 

What changes compared to traditional marketing?

While traditional outbound marketing forces agents to deal with cold contacts and often uninterested in their service, inbound marketing requires much less effort and ensures far more important results. This happens because in this second case the real estate professionals have to deal with potential customers already profiled and interested in what they offer.

One of the main benefits related to inbound real estate marketing, in fact, is that the contacts generated through this methodology cost on average 60% less than those coming from traditional marketing, and this translates into a significant reduction in expenses for the business of your real estate agency.

Precisely for this reason, in recent years there has been a progressive increase in the use of inbound marketing strategies within the real estate market, which has proved to be an efficient and successful tool for many businesses in the sector.

Why convert to real estate inbound marketing?

Inbound marketing strategies are naturally connected with the real estate world. In fact, claims that people don’t want to connect with agents until they’re 70% of their buying process. As you well know, real estate is based on relationships. So how do you connect with those leads who aren’t ready to talk to you yet? Simple, with real estate inbound marketing.

Thanks to this type of approach, real estate agents are able to attract the attention of their customers by offering useful and relevant content, which is able to respond directly to their needs.

Inbound marketing strategies are particularly suitable for more experienced real estate professionals since they are based on sharing knowledge about their target market. But beware, creating useful content is only part of a successful real estate inbound marketing strategy. In fact, you will also need to understand when and where to publish this content so that it can have a strong impact on your business.

In addition to blogging, there is a whole range of inbound real estate marketing tactics, including social media activities, search engine optimization, webinars.

All these strategies are implemented to attract highly profiled and profitable potential customers. In fact, when a user responds to your inbound activity by taking an action, it basically means that it is someone who is qualified and really interested in what you have to offer. This makes your job of relationship building and closing the deal a lot easier.

So what are the most important aspects of a successful real estate inbound marketing plan?

The phases of inbound real estate marketing: attraction, involvement, entertainment

According to those of Hubspot, the first proponents of a strategy used today by the best marketers in the world, the three main phases of inbound marketing are:

  • Attracting profiled users by creating ad hoc content.
  • Engaging users by personalizing the experience with your business through tools such as email marketing and catboats, in order to facilitate their conversion.
  • Entertainment Once converted, make the experience they have with you enjoyable and exceed their expectations.

As we will see below, the basis from which to start for an inbound marketing strategy is the creation of a buyer persona that allows you to better understand your target and your information needs.

Create interesting content

Creating a well-crafted blog that delivers useful content to your current and potential clients is one of the most effective real estate inbound marketing tactics. Most of the agents who publish content continuously within their blog, find ample benefits in terms of acquiring new customers.

What you should do, therefore, is, first of all, identify the topics to be covered within the blog, in order to build a certain image of you and your business. Obviously, the definition of the guidelines behind your blog must be consistent with the service you offer and with the type of customer you want to attract. Keep in mind that the type of content you are going to publish will already qualify the type of user who will visit your page. This is why it is essential to examine the characteristics of your ideal customer through personal buyers, as well as to analyze in-depth the topics most sought after by your target users.

Inbound real estate marketing is a continuous flow, which very often begins with a first contact via blog, and then continues deeper and deeper. From here you can easily understand the importance of what you publish on your blog, as a real business card towards your potential customers, on the basis of which you will build a relationship of trust without necessarily entering into direct contact.

Search engine optimization

Another key factor to take into consideration is the optimization of your site and your blog for search engines, or SEO (Search Engine Optimization), which allows you to make yourself more visible on the web and to obtain more organic results.

An increasing number of people are searching online to solve problems related to the sale and to look for a house. According to the latest Realtor report, half of real estate buyers start their search directly online, while 99% of millennials and 89% of baby boomers say they use the internet during the real estate buying process anyway.

This is why it becomes essential to understand which keywords are most used in relation to the service you offer, in order to offer the right content at the right time to those who are looking for them. By inserting these keywords in the articles or announcements of your site and especially of your blog, you can make a real leap in quality in search engines.

It is, therefore, a technique that allows you not only to generate leads but also to convert them, especially if your blog touches the themes most sought after by your target.

The role of Social Media

A further element to take into consideration in your real estate inbound marketing plan is to define a good and consistent strategy linked to social media, in order to strengthen the bond with your potential customers by transforming them from complete strangers to registered and engaged users, those which will represent the lifeblood for your Real Estate business.

Some time ago Facebook, as you know, decreased the reach of the pages in favour of greater involvement within groups. This means that, to date, a strategy focused on Facebook groups is probably the most effective and least expensive in economic terms. Alternatively, you can reach and qualify your target with a very powerful tool like Facebook Ads, we have already talked about it in this article.

The support of email marketing

One of the most reliable and most effective tactics for expanding and strengthening the customer base for a real estate professional is email marketing.

Even through simple emails sent monthly, the newsletters, you can directly involve your customers, offering them a quality service that is able to create value and therefore strengthen your reputation. This type of activity is excellent in the second phase that of engagement, as the user, after having visited your blog and subscribed to the newsletter, will have already left you various data on which you can work to personalize your emails.

All this obviously will create a positive word of mouth that starts from those who, among your customers, have been so satisfied that they recommend your services to friends and relatives.

Personal buyers also come to the rescue for email marketing. Thanks to them you will be able to categorize the various customer figures you are addressing, creating distinct contact lists to which you can send ad hoc emails. So why not already qualify your contacts in the data collection phase? In the registration form, you could include a field in which the user qualifies as a buyer or seller of the property, and then send two separate personalized email workflows depending on the profile.


Now that you understand the real value of an effective real estate inbound marketing strategy, here is a simple guideline that will allow you to implement a perfect strategy of this type:

  • identify your target audience, thanks to the creation of so-called buyer personas;
  • start creating useful content for your current and potential customers;
  • make sure you follow all the rules behind Search Engine Optimization, in order to increase your online visibility;
  • Promote your content not only within your blog but also through social media and emails.
  • Offer exceptional service and exceed your customers’ expectations in order to foster a high retention rate.

Each of these steps will allow you to leave an increasingly large and incisive online footprint every day, able to attract new and profitable customers.

Implementing a real estate inbound marketing strategy is becoming less and less a choice and more and more a necessity, especially in a market where the customer searches for a vast amount of information before making a purchase decision, especially if it concerns durable goods. And with an important cost such as real estate.


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