Digital is becoming a vital sales channel. Here’s how to take advantage.
By Kristopher B. Jones, serial entrepreneur and investor. Kris is the Founder of 2020 SEO Agency of the Year Finalist LSEO.com.
As in every industry, digital marketing has become increasingly important in real estate. Being in real estate requires you to be extremely competitive if you want to be successful, so you always have to be ahead of all the latest trends.
There’s no doubt that digital marketing can be difficult and require a lot of time and effort to be effective, but it’s something you can’t get very far without. More and more people in the real estate business are taking advantage of the ways they can use digital marketing to their benefit, and you don’t want to fall behind.
Here’s the digital marketing work you need to do to get ahead in the real estate business.
Make Your Website a Priority
If you don’t already have a website, this should be the first step in getting your digital marketing efforts in order. Every business or professional representing themselves needs to have a website to get by. Having a clean, professional website is crucial for those in real estate. Most people expect to see this, and it can raise alarms if you don’t provide it. People want to know that a business or professional is trustworthy, especially if they’re working with them on something as important as buying a home, and a well-crafted website can help with this.
You also need to keep in mind that it’s not enough to simply have a website. Not only does your website need to be user-friendly and informative, but you also need to ensure that potential clients can find it. If you’re not investing in SEO optimization for your website, you likely aren’t going to be ranking very highly, so you could get completely overlooked.
Create Social-Media Accounts
Like a website, social-media accounts are something you can’t go without any longer. Social media can be incredibly effective for real estate agents when done right. You should aim to have all the popular platforms covered, including Facebook, Twitter, Instagram, and LinkedIn. Even a YouTube channel can help you appeal to potential clients.
Posting on social media and maintaining your accounts is important, but you can also leverage ads on social media to help bring in potential clients. Investing in social-media ads puts you in front of a wider audience of potential clients who can benefit from your services. These are potential clients you can target who might not have seen you otherwise.
Start Developing Content
Any good digital marketing strategy requires content creation, so this is an investment you’ll need to make. Buying a house is a huge decision, and whether your clients are first-time buyers or they’ve been through the process before, you know they’re going to come with a lot of questions and concerns. You can show potential clients early on that you can give them all the information and support they need when looking for a house through your content.
If you’ve been in the business for a while, you likely already know what questions your clients will have and the help they’ll be looking for, which will make it easy for you to create content topics. For those who aren’t quite sure exactly which direction to go, you can quickly do some research to find relevant topics. Blog posts provide a lot of value to potential clients and help drive more traffic to your website. Content marketing for real estate should also include other forms of content, including visuals like photos and videos.
Offer Virtual Tours
Over the past year, we’ve all had to learn how important virtual events can be, since there was no other choice. While we’re slowly returning to in-person events, virtual gatherings are likely to continue to play an important role in all our lives. This makes virtual tours a huge asset for real estate agents.
Virtual tours make it easier for clients to see a house without making the trip to actually go there. Maybe you have potential clients from out of town or someone with a hectic schedule. This can also be a big help for you and can free up some of your time. Rather than giving multiple tours of a home to different buyers, you can use the same virtual tour for everyone. Now, you’ll have more time to devote to tasks that require your attention more.
Provide Proof of Your Success
You can tell potential clients a lot about the work you can do to help put them in their dream homes. However, this only means so much coming from you. If you really want them to trust you, you’ll need to show proof from the clients you’ve already helped. Social proof is one of the most effective marketing tactics out there, and is something you need to include in your digital marketing strategy.
People want to see that your services have actually helped people like them. Encourage your past clients to leave reviews that you can show on your website or on local forums and your Google My Business profile. In addition to reviews from your past clients, you should also provide details about any award you’ve received if you have them. You want clients to know what you’ve achieved in your career and that you’re well-respected in the industry.
By Dan Barraclough | Updated: January 18 2021
We’ve calculated the costs of digital marketing, helping you decide whether it’s worth the cash…
The costs of your digital marketing campaigns depend on all sorts of factors: your marketing budget, your targets, the number of channels you’d like to use. A general rule of thumb is that small businesses should allocate between 10% and 20% of their revenue to marketing.
Now, it’s impossible to provide a clear figure for how much your digital marketing will cost. Businesses come in different sizes, with totally different strategies, budgets, and ambitions. Also, digital marketing agencies for small businesses will cost much less than their larger counterparts.
However, not all is lost. To give you an idea of how much digital marketing will cost your business, we’ve broken the term down into SEO (Search Engine Optimization), Social Media, and PPC (Pay-Per-Click). With this data, you can decide for yourself how much your business is likely to end up spending on digital marketing.
Without further ado, let’s cut to the costs…
How Much Does Digital Marketing Cost?
Before we dive into more digital details, here’s a general idea of the average monthly costs of SEO, Social Media, and PPC for small to medium-sized businesses…
Digital Marketing Channel
Average Monthly Price
Social Media Campaign
As we’ve mentioned, most small businesses spend around 10% – 20% of their revenue on marketing. So, if the above prices seem feasible, then why not get some more expert hands on deck? Hiring an SEO, Social Media, or PPC expert can transform your next campaign into the bee’s knees. If you’d like to get involved, simply tell us about your business , and we can match you with some of the nation’s leading digital marketing experts. It doesn’t cost a dime to do so, either!
SEO Services Cost
SEO is one of the most affordable types of digital marketing you can use to grow your small business . How much it costs will depend on what you want your business to achieve, so we’ll give you some ballpark figures.
Thanks to some research by Moz.com , we can shed some light on the cost of SEO services:
Hiring an SEO expert – that is, outsourcing to a freelancer – will cost anywhere between $80 and $130 per hour. When it comes to freelancers, you should avoid those offering low prices – you never know what cheap tricks they have up their sleeve that could see your business penalized online.
If you’re looking to build a long-lasting relationship with digital marketing agencies, then you’ll have to pay a monthly retainer costing between $750 and $1,500 per month .
Using this type of SEO service means all your search engine worries are taken care of, and allows you to build powerful business relationships for the future. However, most retainers are expected to last at least six months, so be aware that you might need to commit to some long-term payments.
Single SEO campaigns are easy to manage because there’s just one fixed payment to think about, usually costing from $1,000 to $7,500 . However, with fixed pricing comes less flexibility. This means you’ll have to pay extra if you want to add anything to your campaign.
Social Media Advertising Cost
Social media is free to use, right? Well, unfortunately, this isn’t always the case – and to build an effective social campaign that makes waves online, you’ll need to splash some cash.
To give you a rough idea, running a social media campaign usually costs between $4,000 and $7,000 per month . But why should you have to advertise on a free platform like Facebook or Twitter?
A fair question. Social campaigns involve more than just sharing images and coining hashtags. Not only do they call for lots of planning and analysis, but they require well-thought-out tactics when it comes to paid advertising online – you need to spend the right amount of money, in the right areas, to reach the right people.
How much does it cost to advertise on Facebook?
With Social PPC, you pay Facebook each time a user clicks on your link, which usually costs between $0.50 and $2.00 per click. With CPM (Cost-Per-Mille, or Cost Per Thousand Views), you pay each time your advert is seen by 1,000 users. The average cost of a CPM campaign for a small business ends up at around $11.
Why pay more for your clicks? PPC is like an auction – you’ll need to bid more money to Facebook than your competitors in order to have your advert appear higher.
How about the Twitter advertising costs?
Advertising on the Twittersphere works in similar ways to Facebook. You can promote Tweets to appear on people’s Twitter feed, even if they don’t follow your account. You’ll then pay for each time someone clicks, replies, or retweets that ‘sponsored’ Tweet – this costs on average $1.35 per click.
You can also promote your whole brand and pay for each new follower you gain – usually around $2 to $4 per follower – or you can promote a hashtag to encourage users to talk about your brand. This last option costs a flat rate of $200,000 per day , so it’s suited to larger businesses with an established online presence and healthy social marketing budget.
PPC Advertising Cost
As we’ve explained above, PPC involves bidding on search terms in order to secure the best positions and visibility for your links, websites, and adverts. Unlike social media advertising, generic PPC advertising primarily takes place on the SERPs (Search Engine Results Pages), rather than social media timelines. So rather than pay Facebook, your business pays Google, Bing, Yahoo, and co.
According to one of the nation’s best PPC Management Agencies , WebFX, the average small and medium-sized businesses spend between $9,000 and $10,000 on PPC each month. This usually equates to around 5% to 25% of a company’s monthly advertising budget.
You now know the average digital marketing cost for SEO, Social Media, and PPC in the US. Is it worth the investment? Let’s put it this way – a new digital marketing campaign could be just the trick for gaining new customers, becoming more visible online, and beating your competitors. Here’s a quick summary of the average cost of digital marketing:
Digital Marketing Channel
Average Monthly Price
So, if you’d like to start creating some digital marketing magic, you’ve come to the right place. We can match you with some of the nation’s best digital marketing agencies – just tell us your digital desires , and you’ll receive some tailored quotes. It only takes a minute, and it’s free – winning!
Dan’s a Senior Writer at Expert Market, specialising in digital marketing, web design, and photocopiers, amongst other topics.