Digital Marketing Plan for Real Estate

Introduction
Digital Marketing has revolutionized the real estate industry in a significant way.

The industry of real estate in India has matured enough where buyers are doing extensive research online before actually making their final purchase. The buyers in the market are searching for brokers, dealers, projects, and sellers online, which makes digital marketing even more lucrative for the real estate industry.

There has been a phenomenal increase in the number of leads (at least 300%) from marketing real estate online via digital marketing platform.

Statistics

1. 80% of all home buyers are searching online

2. 83% of home buyers see pictures of the property online

3. 52% of the prospects used an iPhone in their home search

4. 49% of the leads come via referrals

5. Social media used by 91% of realtors

6. 33% of the buyers buying for the first time are researching online

Approach for Digital Marketing: Lead Generation 

Digital marketing for real estate agents requires a different approach than other industries when trying to market to consumers. Your consumers are buyers, sellers, agents, other partnering companies. It requires a special terminology to market the same products and services to all those different audiences.

Channels are medium remains common as always:
Social Media Management

SEM and Google Ads

Email Campaigns

Content Marketing

Affiliate Marketing

Native Marketing

Website/Landing Page Development

Landing Page Benchmarking

SEO and Organic Traffic

Digital Media Plan
• Brand Launch – Branding & Viral Marketing (Videos), YouTube Promotion, WhatsApp Promotion, Social Promotion, Website & Email Promotion

• Google Display Ads Marketing – Brand Awareness Showcase Ads on Popular Websites & Generate Leads on  Website – Sell Products, Form Filling, Subscribers for Product Update List, Discounts & Offers

• Search Network Ads & Shopping Ads – Most Searched Targeted Keywords, Get Ads  Lead on Top For Keywords

• Social Media Ads Marketing – Metro Cities Popular Social Platform (Awareness, Engagement & Leads). Facebook, Twitter, Google My Business, Instagram, YouTube

• Remarketing – Integration With Google Display Ads, Social Media Ads & Email Marketing- Showcasing Ads of the Viewed, Visited Products, Information on the website To Hammering the product Image in Visitors mind

• Affiliate Marketing – Integration With Bloggers, Influencers, Trending Websites. To Promote  Products, Feathers & Information.

• Search Engine Optimization – Organic Ranking For Website To Get Rank On Search Engine Result Page for targeted keywords & Increase Website Performance.

SOCIAL MEDIA MARKETING
Facebook

Twitter

LinkedIn

Instagram

YouTube

Goole Local/My Business

Pinterest

SOCIAL MEDIA MONITORING
Identifying conversation variations.

Segregating conversation variations.

Analyzing conversation.

Insight & Improvement report.

SOCIAL MEDIA MANAGEMENT
Strategic presence creation on social media.

Presence promotion, Engagement & Response management.

Analyzing opportunities for social media outreach.

ONLINE REPUTATION MANAGEMENT
Researching and analyzing Real-Time online reputation.

Defining a reputation score.

Improve reputation score.

Execution of ORM.

SOCIAL MEDIA CAMPAIGN
Increase conversions on your website

Send people to your website

Promote your Page

Reach people near your business

Get video views

Get people to claim your offer

Collect leads for your business

Deliverables (ROI) via campaign execution.

FACEBOOK
Content development

Integration page with other social media channels

Post updates with links to the desired landing page

Joining groups and pages

Adding members

Starting discussions

Sharing links

Creating Facebook “like” button and badge, to place it on the website and blogs

Run contests, promotional campaigns, polls

Video sharing via YouTube tabs ( for viral campaigns)

Photo sharing via page flicker apps/ similar apps

Document sharing ( pdf, ppt, whitepapers, brochures, notes..)

Customized contact form/ registration form

Promote blogs/feed

Adding custom tabs

Tagging use of various external interactive Apps

LINKEDIN
Integrating profile with other media channels

Adding connections

Joining Groups

Targeting and networking with the influencers

Starting Discussions in groups

Active participation in relevant Q&A’s

Publish Press release

Creating polls

Launching and promoting events

Submitting feeds

Sharing presentation

Integrating blogs to the profile

Performing Like & Share activity

TWITTER
Creating twitter handle

Posting tweets with site link 

Following key influencers

Using hashtags for keywords

Retweeting influential tweets

Tweeting based on trends

Post natural updates frequently

Mentioning Influential content/handles/personalities

Creating a twitter badge and placing it on the site and blogs

Increasing followers base constantly

Networking and engaging with the followers

GOOGLE MY BUSINESS 
Business Listing

Creating Posts

Adding Photos

PINTEREST
Creating boards

Content Development

Buzz creation

Integration profile with other social media

channels/blogs

Add pins

Influence repines

Photo sharing with links

Sync infographics

Follow influencers

Follow relevant boards

Install Pint It button

Me + Contributors

sharing pins on other networks

Crowdsource

Pinterest Contests

SOCIAL BOOKMARKING AND DOCUMENT SHARING
• Social Bookmarking

– Bookmarking Links from the site

– Adding keywords

– Using top SBM sites for quality backlinks: mixx, jumptages, Digg, Reddit, StumbleUpon, delicious.

• Document sharing

– Sharing presentation through slide share, scribd, and docstoc & prezi.

– Publishing white papers and Article in scribd and docstoc

SEARCH ENGINE MARKETING
• Google Paid Ads

• Search Network
• Display Network
• VIDEO Advertising

• Bing Paid Ads

GOOGLE PAID ADs

• Showcasing the ads of Projects in the best manner to create excitement among the people to Buy the Property.
• Advertisements will be displayed on the sites where users are already looking for Properties that we sell.
• When people click on the advertisement, they’ll be directed to the website for more information about the property.

SEARCH ENGINE OPTIMIZATION
Website SEO Audit

Keywords – Examples

SERP (Search Engine Result Page)

Competitor Research

Reference Links – Link building

COMPETITOR RESEARCH
The Competitive Analysis section of your business plan is devoted to analyzing your competition–both your current competition and potential competitors who might enter your market.

EMAIL MARKETING STRATEGY
Business analysis

Communication Opportunities

Content building strategies

List building strategies

List Management

Email Marketing Infrastructure

Marketing Organization

Develop budgets

Implementation Support

COMMUNICATION OPPORTUNITIES
Derived from the Business Analysis

Some Typical opportunities

New product launches

Special promotions, Events

Periodic Newsletters (with pre-decided content categories)

Purchase triggered emails

Warranty renewal triggered emails

Support triggered emails

CONTENT BUILDING STRATEGIES
Depending on communication opportunities, develop generic content for each type of opportunity

Assign content generation to people in the organization

Set up a mechanism for people to contribute content on an ongoing basis

Build processes to ensure smooth functioning of Email Marketing

DIGITAL MARKETING STRATEGY
Targeted Location

Strategy Phase

Teaser

Launch

Sustainer

TARGETED LOCATION
City – State – Country

STRATEGY PHASE
PHASE: TEASER

• Teaser: 15 Days

• Campaign Days: Thursday, Friday, Saturday, Sunday

• Viral Marketing (Videos)

• Building Brand Awareness

• Marketing Campaign Hike

• Introduction e-Mail Campaign

• Media Outreach

PHASE: LAUNCH

• Launch : 3 Month

• Campaign Days: Thursday, Friday, Saturday, Sunday

• Website Promotion

• Social Promotions

• Google Campaign Hike

• E-mail Campaign

PHASE: SUSTAINER

• Sustainer: Hike & Low Mode

• Campaign Days: Thursday, Friday, Saturday, Sunday

• Affiliate Campaign

• All Google Ads Campaign

• All Social Media Campaign

• E-mail Marketing

• Remarketing Promotions

NB: Digital Marketing trends change with time and depending on the analysis. We keep changing our delivery plan and strategy as per need of the hour. The above-indicated plan is an indicative approach which can be mixed with additional activities like SMS campaigns and  Voice Calling.