As marketing specialists for online real estate, we often talk about different marketing disciplines: marketing in social networks, offline marketing, etc. Today we want to unify all these concepts to define what real estate marketing is.
What is real estate marketing in an agency?
You will have heard the expression "tailor's box" to describe an imaginary place where elements that have little to do with each other have room for.
Something like this happens to the different versions of marketing that we use in this sector. They have to do, because all are oriented to the same corporate framework, but the techniques and strategies that apply according to the channel are quite different.
For example, the sponsorship of a sports event and an advertising banner on the internet are related, because both are designed to promote the same brand.
At the same time, they are used for different purposes, different channels and under strategies that have nothing to do. They are even set up by very different professionals!
Marketing for real estate: Everything is marketing
From this point of view, any activity aimed at the promotion of a brand or its products could be called marketing.
However, the large differences between the channels used for this makes the large companies the marketing department is divided into several sections.
On one side would be the offline world, that is, everything that develops outside the internet, such as commercials in magazines or television spots.
On the other, everything related to digital marketing for real estate, from advertising to actions developed to create content about the brand.
The problem arises in a world in which the border between one and the other is practically blurred.
That is, if we shoot a spot for television and at the same time that we broadcast it we can see in our YouTube channel, is it offline marketing or online marketing?
The answer is complicated. Thank God, today technology allows us to capture and generate content in digital format with great simplicity, which sooner or later will end on the internet.
That's why in kpthomes we like to think that everything is marketing. Everything, be it an advertising banner or an article on the real estate blog, has to do with it, and therefore, is marketing.
Types of marketing for real estate
Once you define broadly what real estate marketing is, let's define the different types that you can use in a company like yours.
It does not mean that you must set them all going at the same time, or that they are mutually exclusive. Everything will depend on the needs of your brand, the budget and the material means of your company.
Offline real estate marketing, everything that falls outside the network
Although we have already mentioned that this classification is somewhat obsolete, we can define the medium in which it develops.
That is, if you create a promotional video for your brand, and reproduces it in a convention; we can say that you are in an offline medium.
It is in this environment where actions such as:
Public Relations Actions
Often they often result in press releases or mentions in physical publications such as magazines or newspapers. There are companies dedicated solely to public relations actions, although today they combine media on and offline.
Advertising in media
Advertising for real estate is also the responsibility of the real estate marketing department, however small.
Online real estate marketing, the big bet
And we arrive at our favorite part, by the amount of options that it presents and the facility to implement new ideas and approaches.
We cannot fail to point out that in digital real estate marketing there is nothing written. That is, there are techniques and means, but every day new ways of doing things arise.
If among the actions you are going to see below you do not find the idea that goes around your head, go ahead !. Everything in this environment begins with someone who questions the established norms.
Advertising for real estate
In the blog of www.kpthomes.com we have dedicated several entries to real estate advertising . Well chosen is a very powerful weapon that can help you gain visibility quickly. You can choose from several options:
- Google Adwords for real estate -
Real Estate Content Marketing
It is fashionable for several years and is considered as the great alternative to real estate advertising. It consists of attracting the customers of the brand with contents that are of their interest and solving their problems.
Its maximum expression is the blog, where the company creates and spreads content on a regular basis.
The real estate content marketing encompasses many formats in addition to traditional blog entries. EBooks, info graphics, images, videos ... are some of the formats that you can use in this type of marketing.
Of course, all this under the umbrella of a website for real estate , do not forget.
Marketing in social networks
In KPT HOMES we consider social networks as a distribution channel rather than as a content channel. Keep in mind that achievements in social networks do not belong to you.
If one day changes the algorithm of the social network of shift or closes, you will be without community.
That's why we always recommend that you make the real estate blog your trading center. It is your domain, your content and you control what is said about you.
We want to emphasize that within this great definition of what is real estate marketing, we can find different types of actions. Such as branded content or brand journalism, so fashionable in recent years.
They are actions and practices that fit within the broad categories we have described and can shed some light on the definition of what real estate marketing is.