Digital marketing takes hold in the real estate sector

The health emergency shook all sectors of modern life. In this context, marketing real estate it has changed to keep up with digitization; however, the challenge for the industry to adapt is not easy, so it is necessary to take into account the main trends that have stood out in the current context.

According to specialists from real estatethere are different trends that must be taken into account for a professional in the industry dedicated to the commercialization of real estate.

The main trends in the marketing digital for him real estate:

Automation and data analysis.

For Alfonso Aguilar, CEO of Perfilan, a technology platform for prospecting and automation of marketingone of the main trends is based on carrying out marketing actions in an automated way in order to profile the client and have more details about the process of buying and selling a property.

Invest in campaigns real estate digital marketing that are accompanied by a correct strategy for profiling potential clients allows us to get the best prospects on which we have to focus the sales time,” Aguilar said.

Omnichannel presence and Social Media Marketing

According to specialists, the digital presence of real estate professionals responsible for marketing a property increasingly preponderant in their work, so they must develop marketing strategies that involve social networks, web pages, increase their presence in search engines and even make an investment for their ads on the network, in addition to producing quality content of constant way.

Iván Carmona, co-founder and Commercial Director of the collective funding platform 100 Ladrillos, explained that a prospect becomes a potential client when they are offered the channels for direct communication with the company, which must be personalized and totally digital. in addition to reinforcing the process with telephone advice.

In this context, Alfonso Aguilar pointed out that the main thing is to develop a product according to the detected demand, to later deploy a strategy on the web, which also considers segmentation by geographic location rather than by interests.

Use of CRM and lead scoring

The experts who participated in the panel Digital trends for 2022 in real estate marketing agreed that other aspects to highlight is the use of CRM (customer relationship management) and lead scoring (prospect qualification) tools to identify potential customers automatically and prioritize those who may be more prepared to purchase a property.

“It is very important to start automating the marketing to nurture the prospect, and in this way get to profile him and give him a lead scoring (predictive qualification), once this process is done you can go to the CRM, since here we can track the prospect, in addition to analyzing the correct metrics that will lead to business real estate to know specifically, what sales process can be improved”, highlighted the CEO of Perfilan.

Generation of content and tools to facilitate property searches

Alejandro Barba, general director of the firm Casas y Terrenos, explained that it is necessary to have a robust platform in terms of information on the estatein order to attract more users who are willing to make a purchase.

“Our main source of leads (prospects) start their search directly from the platform, so the most effective strategies are: having a good inventory of properties and generating relevant content to inform the prospect during the planning process,” Barba said.

In this scenario, the director of 100 Ladrillos stated that, in order to generate more traffic on a real estate information platform, it is necessary to rely on the marketing to influence o marketing of content.

The specialists agreed that, in these times of great competition and a growing number of digital users, the real estate digital marketing It has become essential in the work of agents and developers who seek to attract more customers and close sales processes with greater agility.