5 Tips for Building Your Real Estate Brand Online
Real estate is hotter than ever – both for buyers and realtors. This, coupled with the fact that consumers are now using the Internet to shop for anything from their next pair of shoes to their new summer home means that success as a real estate agent depends largely on your online presence.
How are you going to catch your prospects’ interest and inspire them to choose you over your competition?
A lot of your success online will depend on identifying the ways your offering is unique, communicating that clearly to your audience, and providing them with quality content, so when they’re ready to pick up the phone, it’s your number they dial.
Here are five tips for successfully establishing your real estate brand online:
Analyze your competition
The rising popularity of real estate means there’s a lot of competition out there. To discover how you can stand out, you first need to know what your competition is up to.
When you’re analyzing your competition, ask yourself what marketing angles they’ve adopted. Deciphering how your competitors are positioning themselves and which marketing approaches of theirs work and don’t work will help you uncover unique opportunities that you might not have previously thought of.
Keep in mind that one of the most important rules about your online branding is that it be unique and not easily confused with that of your competition. So, when you’re analyzing your competition, take notes about the language and other marketing tactics they’re using, and use those insights to inform how you’ll communicate your own unique offering.
If you’re not sure about how to use customer testimonials, now’s the time to look into it. Customer testimonials are a vital tool for driving business growth. No marketing materials that you create will ever speak as effectively to a prospect as a good review from a happy customer.
When you go about incorporating testimonials on your website and other web assets (like your LinkedIn page and social media profiles), make sure to use a testimonial widget that allows you to spotlight the most effective testimonials, or the ones that generate the most views and clicks.
Spotlighting testimonials from customers who most closely align with your target audience will help you attract more of that type of customer, by helping prospects quickly build their trust in you. There is no better way to do that than through word of mouth (a.k.a. testimonials).
Define your niche and target audience
One of the benefits of spending time researching your competition is that this activity can reveal what niches your competition is overlooking, shedding light on a lucrative opportunity you didn’t previously think of. Knowing your target audience is crucial, as it informs every part of your marketing approach including the type of language you use, your brand design, even your company name and tagline. Defining your niche is a very important step that you should take before you design your website or prepare marketing collateral.
If you need help defining your niche, try answering these questions:
- Who is your ideal customer? What is their age, family status and profession?
- What real estate problem is your ideal customer facing? What motivates them to buy?
- Where does your ideal customer spend time online? Where do they spend time offline?
- What services is your target audience seeking? What value can you provide?
- How will your ideal customer reach you? Through referrals? Or through social media?
By taking the time to generate a clear picture of who your target audience is, you’ll be able to build a brand that allows you to effectively engage with them—drawing in the right people, addressing their specific needs and proving how you’re the ideal person to solve them.
Use social media
After you’ve defined your niche and designed your personal brand, it’s time to get online and start engaging with your target audience on social media sites like Facebook, LinkedIn, Twitter and Instagram. As a first step, do some research to determine where your ideal clients are active online, and get active there too. Perhaps your target audience participates in LinkedIn groups or tends to “Like” specific types of Facebook pages. Wherever your ideal clients are, that’s where you should be, too.
No matter which social media channel you embrace, be sure to build profiles that align with your brand and your website. The messaging, visuals and color schemes you use across all the different aspects of your web presence should be consistent. And don’t forget that your social media profiles are fair game for displaying any positive testimonials you receive.
Sharing testimonials as well as success stories and relevant achievements will pique your prospects’ interest and help you stand out from the competition.
Share valuable content your prospects will remember
As you build your brand online, you should seriously consider blogging in addition to being active on social media. An active and insightful blog can be a great tool for attracting your ideal customers and building relationships with them. An equally important advantage of blogging is that, by regularly providing content your target audience finds valuable (content that addresses their problems or questions) you position yourself as a thought leader—someone your prospects will turn to when they’re ready to buy.
As a real estate professional, there is a huge variety of content you can share on your blog. This includes updates about open houses and new properties, interesting stories about a certain available property or about happy customers, tips that will help your readers solve a real estate-related problem, and photos or videos of your listings. Just make sure to keep your ideal audience in mind always, and provide content they’ll find interesting and helpful.
Building your real estate brand online is an exciting journey in which you’ll discover more about yourself, and learn from your target audience about how you can best serve them. You’ll quickly find that your online brand identity is a crucial extension of the offline work you do with prospects and a key driver in your business growth. Remember that your online presence is a living thing – an ongoing conversation with your prospects and your community that will regularly require attention and consideration.
Start building up your reputation and generating leads by signing up for the Spectoos testimonial platform. In just a few clicks, you’ll improve your search ranking, attract more customers and close more deals.