6 Pitfalls To Avoid In Online Real Estate Marketing

6 Pitfalls To Avoid In Online Real Estate Marketing

When selling a product of high value, such as a house, it’s a very fine line one must walk. You want to present an enticing offer, but you don’t want to be entirely transparent on yourself or the home. You want to leave little quips, factoids, and selling-points in your pocket for when the conversation really starts to sound like an inked deal. There is such a thing as being “too available” in the real estate market.

You want to present your listing online in a way that is telling enough to bring your potential buyers in. Many fishing metaphors could be made here, but you get the idea. Bait. You want your marketing to reflect the property in an honest light, but still leave some aspects to the imagination. This is not always the easiest thing to do. Here are six pitfalls to avoid in your marketing campaigns.

Titles Of Listings

This mostly pertains to online listings. The title of your listing is the first thing your potential buyer will see other than the cover photo when looking at your advertisement online, or on a website such as Zillow. They want to know two things immediately: the price and the location. After that it’s up to you to find less than 6 words to make a big impact if the cover photo doesn’t sell it enough.

Being extremely sparing, yet concise in your titles for listings is also integral to their favoring in search engines. Look in to plug ins or information on optimizing search engine optimization. A mere rewording could rank your listing much higher on frequently-used search engines. This is a very important factor in making a big impact with your marketing campaign. A well-ranked title that you can spread through multiple social media channels is reliable and gets traffic to your page.

Visuals

We live in an extremely short-spoken, visually-driven society at present. As a result, the first picture a cliente sees on an advertisement for a property can be a dealbreaker. You want a picture that truly shows the beauty of the house *from the outside. Potential buyers want to bask in the outer beauty of a house before being brought inside to see what it really has to offer. They want to see a house that even on the outside is a representation of their own tastes.

Avoid infusing your listings or advertisements with too many photos. Arrangement of the order of these photos is also very important. Imagine it’s a virtual tour and you want the tourist to see the main rooms of the house first. The entryway, the living room, the kitchen, the main bathroom, the main bedroom, the backyard, then everything else. Think about what would wow them the most immediately out of all the house has to offer internally. Backyards are always a plus, and are always worth early mention.

Ad Placement/Duration

If your brokerage has a website, make full-use of it for your listings. If not, consider big names like Zillow, or Trulia, or make use of them in addition to your brokerage’s website if allowed. Casting out many lines is never a bad idea, it’s just keeping in mind which ones are worth fully worth pursuing. You want to pay attention to everywhere you advertise, and between slow periods pay for more ads pertaining to your own portfolio, or success of your real estate group. This will keep interest and traffic to your pages when you don’t have a pretty house to show everyone.

Use social media outlets such as Instagram and Facebook to gear advertisements to specific demographics and areas relevant to your listing. But only do this within a few weeks prior to your showing of the house. You don’t want this ad in everyone’s feed for too long or it will become white noise. When you pay for ads on Facebook or Instagram have a clear marketing goal and deadline in mind or else the traffic to the posts won’t achieve the desired goal—selling the house.

Virtual Vs. Actual Open House

As mentioned prior, in your ads for the house, you don’t want to give away all of its beauty and mystique. Leave a few shots, maybe even full-angles of spare bedrooms, lofts, gazebos, little things. Things that will only further sell an already keen buyer on closing a deal, imagine the icing on a cake.

This is also where your extra factoids come in to play, such as a customization on the home that a previous owner made that you found fitting of the home. These tidbits are what develop rapport with your client. It makes them feel like you love the home as much as they want to.

Timing

Timing is everything in well, every regard. You never want to spend too much out of pocket or from your employer on paid advertisement. Sponsored ads are only helpful when there’s enough content and activity from yourself or your group’s website that will keep people there.

Many sponsored ads are looked-over because they run too long, too short, too soon, or too late.

Wait until you have something ready to sell, or you’re in a dry-spell and just need people to know you’re still active in your real estate endeavors.

There’s always time to come back into full-view, as long as timely efforts are made to stay relevant. Active social media pages for your personal and professional work are a good way to kill time between big listings you’re trying to bring even more attention to.

Research!

The best research tool is constantly at your fingertips—the internet! Nothing has ever hurt a growing business, brand, or person than doing research on relevant work, fields, or even disasters. Digging deep in to Google’s folds will unravel a wealth of knowledge that you maybe didn’t think existed. Google Trends is a very useful, and free tool to see what people have been searching for over a large span of time. See what words, locations, people, things are engaging people online to better hone your own online marketing!

If a house has been listed in (at least) the last two decades, an online record of its listing exists. You can even go to the library! Perspective and the wins and losses of your past peers will only help you gain a better understanding of where you stand in your market today.

Contact us to talk more about social media and Washington real estate opportunities.

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Real Estate Solutions Group aka RESG is Washington’s most innovative real estate team. Serving the greater Seattle Metro for luxury homes, residential home buyers, home sellers, real estate investors, new construction, land, and land development.

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