A number of realtors of all sizes have already leveraged the technology of QR Codes, beacons, NFC tags, and geofencing in real estate such as Coldwell Banker, RE/Max, and JLL amongst others as their mobile marketing strategy. These real estate companies have not only tasted immense success but, also, achieved a high ROI with customer retention.
Last Updated: March 11, 2021
Mobile marketing for real estate agents is the need of the hour. With 80% of today’s homebuyers searching for a new home online, the need to switch to mobile marketing is vital.
According to Accenture, Gen Y and millennials prefer using their smartphones as opposed to computers. Not just that, it is anticipated that Gen Yers and millennials will be the primary target audience in the coming years.
Naturally, incorporating real estate mobile marketing strategies can help realtors stay ahead of the curve.
The real estate sector is considered to be one of the most technologically advanced when it comes to using new technologies such as QR Codes, beacons, blockchain, NFC, and artificial intelligence, to name a few and implementing them.
This, in turn, has supplied real estate developers with several benefits to aid their business in marketing, selling, managing, and tracking existing and potential clients efficiently.
4 ways to boost mobile marketing in real estate
According to a PwC yearly report for real estate, “If people don’t recognize technologies are existing, and, more importantly, how to integrate them, opportunities are being missed.”
Ergo, jump onto the latest technologies to address the most prevalent issues that realtors face to avoid customer churn rates, low conversion rates, and the possibility of lagging behind.
1. Seamless lead generation
Generating leads is one of the most important parts of the real estate industry. Getting hold of an active source of unlimited leads is a problem many realtors face.
Although there are several CRM software to manage the database, acquiring data for business continuity seems to be a persisting issue.
With the advent of smartphones and the internet, leverage technologies such as QR Codes and NFC tags for seamless lead generation, which, in turn, can be actively converted into successful buyers.
Proximity marketing tools such as beacons and geofences can also be utilized to generate potential leads. Install a beacon around your agency premises to send out in-app notifications relevant to real-estate.
For instance, place QR Codes on sidewalks, empty property spaces, or even on the company website. These QR Codes can be attached to a form where potential customers can leave behind their information or even let them give you a missed call for showing interest.
QR Codes can help generate leads in a quick and efficient way without having to go the extra mile. Using dynamic QR Codes help realtors change their campaign even post-printing by editing and customizing them according to their need.
In addition to this, QR Codes are cost-effective and easy to integrate with any existing or non-existing campaign into an active advertisement.
Realtors cannot be present at every property to supply information to their customers round the clock.
Aqua, a technology-based condominium community in Chicago, placed multiple QR Code-based advertisements throughout the downtown core for its 82 luxury condo. These QR Codes, upon scanning, directed potential buyers to a YouTube video highlighting the benefits of living in the building, scenic views, and a list of amenities.
The QR Codes also allowed buyers to add Aqua’s location to their mobile address books for future visiting.
Deploy QR Codes and geofences to learn more details
Create flyers, brochures, yard signs, sidewalks or OOH ads, and place QR Codes on them which upon scanning, redirects interested buyers to a website with complete property information.
AR Codes (Augmented Reality QR Codes) can be used to showcase a property in real-time too. Place QR Codes on websites or campaigns for customers to scan and view the property in real-time.
Geofences also have great potential to alert real estate agents about potential buyers’ whereabouts and target them accordingly. Set a geofenced boundary across a hot selling property and every time a buyer steps in the perimeter, send alerts via SMS or in-app notifications.
Stepping on to these technologies not only decreases the downtime but also allows easy communication channels, thus increasing ROI.
Social media platforms such as Instagram, Twitter, and Pinterest shouldn’t be forgotten. They play an equally important role in harnessing the company’s image.
Include QR Codes or NFC tags on OOH ads along with property advertisements on sidewalks, yard signs, and billboards to redirect customers to social media channels upon traffic.
Once potential buyers scan these QR Codes, they can be retargeted on Google and Facebook.
For realtors who have their own app, beacons and geofences can also be used to send in-app notifications and for social media retargeting.
Different kinds of real estate content, like this rent report from ABODO, for example, can be used based on the platform to be advertised on – photos, success stories, video clips, and company milestones.
Why is social media marketing paramount for real estate?
According to Social Sprout, 77% of realtors actively use social media in some way. Advertise the property on platforms like Facebook, Instagram, Twitter, and LinkedIn.
With more than 700 million users on Instagram, it is an ideal platform for advertising content for large audiences for realtors.
Social media marketing can be great to –
Build a strong network with potential clients and industry peers
This is just past emails at 94% and phone calls at 91%.
Text messages are simple to use and a dependable source of communication with potential buyers that have the highest open rate, engagement rate, and conversion rate when compared to all the other communication channels.
Text messages are not even reliant on the internet. A steady cell tower network connection and the job is done.
In a report by the NAR, it said that 62% of clients prefer receiving property information from realtors via text messages.
SMS marketing may seem old-age. But, this type of marketing has seeped into all industry verticals to create an effective way to reach targeted leads.
There are four types of SMS marketing –
Bulk SMS campaigns
Scheduled alerts and reminders
Make use of a mix of technologies such as QR Codes, beacons, and geofences to send out relevant but timely text messages to potential buyers.
Include QR Codes on property ads on sidewalks, yard signs, and posters that send out an immediate text to the client upon scanning. Beacons and geofences can alert the server to send out relevant SMSes to buyers upon entering the fence.
Some of the details to include in real estate texts are –
Your contact information
Link to your website
Google Maps link
Here are some of the best practices for a successful SMS marketing –
Initiate a personalized, one-on-one text conversation with potential buyers
Attract new clients with special keywords, offers, and CTAs
Increase engagement by scheduling timely reminders
Make use of bulk SMSes
Real estate SMS marketing is an immediate but affordable marketing strategy to deliver time-sensitive information.
The real estate market is one of the oldest but also the fastest growing sectors across the globe.
Realtors have been one of the early adopters of technologies, especially QR Codes, connecting out-of-doors experience with the online world to generate better-informed buyers.
The real estate industry is staggering with a number of issues – climate change, volatile market, and shifting mortgage rates.
By leveraging technology, realtors can witness a difference almost immediately
A majority of realtors face a common issue – generating leads, supplying information about properties, and being available for property-related queries. Jumping onto mobile marketing will help tackle these commonly faced issues with a breeze.
In addition to that, mobile marketing can –
Increase brand awareness
Maintain a high level of ROI
Prove to be cost-effective
Have steady KPIs
Help research neighborhood and market research for better targeting
According to the growing mobile trend, smartphone users spend an average of 90 minutes per day on their devices. The fact that at least 50% of searches are happening from a mobile device should encourage realtors to jump onto a mobile marketing strategy.
Popular real estate companies such as Zillow, Zurple, and WeWork are pioneers in exploiting technology to reap maximum benefits.
What are the benefits of jumping onto mobile marketing?
According to Google, searches for real estate grew 253% from 2008-2012. This number has grown in leaps and bounds in 2020. Not just that, 36% of home buyers wish that their realtor had used technology better to streamline the process.
With over 90% of the crowd being on the internet, switching to mobile marketing strategies, especially for real estate is paramount.
The real estate market is one of the most competitive industries and thus, staying technologically advanced is important.
With a multitude of mobile technologies available in the market tailor-made for realtors, they can help real estate businesses create a massive opportunity to market their services anywhere in the world.
Jumping on to a mobile marketing platform can help boost their brand image, reach out to a wider audience segment, stay abreast of the latest trends to serve better, and manage projects efficiently.
Realtors can also establish databases that allow them to partner with their industry peers or even research their markets thoroughly. Real estate agents typically spend a substantial amount of time in the field, and thus, switching to a mobile marketing strategy can yield positive results.
According to Real Estate Information Systems, approximately 60% of homes in the US are purchased between the age group of 28 and 45 and expect access to instant information.
Real estate companies with a mobile marketing strategy can especially help customers since it eliminates age-old methods of finding a property, connecting to an agent, and accumulating documents leading to a three-ring circus.
Most people prefer limited contact with the realtor and a hasslefree property acquisition process. Smartphones allow potential customers access to property images and details without having the need to communicate with a real estate agent.
Today’s successful realtors are using technology-driven campaigns to target specific audiences, capture their attention, and supply them with the best industry standards to suit their palate.
Mobile marketing for real estate: The need for it
Mobile marketing is one of the easiest channels to track and measure sales and acquisition rates. The real estate industry regularly highlights the benefits of mobile marketing – virtual tours, SMS and email campaigns, and social media adverts.
Staying advanced in the real estate market opens up tremendous opportunities for growth and customer acquisition in the business.
With an increasing number of smartphone users amongst both realtors and customers, shifting to mobile marketing only makes sense.
Not just that, property search on mobile apps has increased to 120%.
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