Successful real estate prospection with inbound marketing

The web becomes essential for any real estate company wishing to attract prospects and make profitable its campaigns. Generate traffic, turn visitors into leads and convert them are possible by adopting a good real estate prospecting strategy with inbound marketing.

Is it time for your company to move to inbound marketing?

Digital has completely revolutionized the industry and the whole market

Technological advances, the explosive growth of the internet and the digital revolution have completely transformed the buying habits of prospects in many sectors. They tend to prefer the web tool to find properties that meet their criteria whether it is to rent or buy a house. Similarly, if a homeowner wants to increase their chances of finding potential buyers for their property for sale, they will post ads online to find the right real estate agent. Being present on the web becomes a sine qua non-condition for a successful real estate prospection. 

Prospects are looking for more personalized offers

Unlike other consumption habits, selling or buying an apartment is not an innocuous act. A real estate project engages the prospect, and often his entire family, almost permanently. Specialists in the sector are aware of the different issues and aspirations specific to each client who solicits them. These customers do not all have the same degree of knowledge of the sector nor the same degree of maturity. Their buying cycles will not be comparable as well. Real estate prospecting cold no longer finds its place in the current context where prospects self-inform to find the answer best suited to their problems. You do not turn to a first-time buyer as you would a potential buyer who seeks to diversify his wealth. With inbound marketing, you can deliver the right message to the right person at exactly the right time to speed decision making. 

The 5 key steps to succeed in real estate prospecting through inbound

Generate quality traffic on your real estate website

Being visible remains a priority for any real estate company developing their online presence. Natural referencing helps increase your online visibility; allows your site to attract qualified traffic. Define your personas, develop a site that precisely meets their needs (put your expertise in value through your blog), take care of the aesthetic and ergonomic aspect of your site, diversify your communication channels.

Convert visitors to leads

Generating traffic with good SEO is an essential step, converting the maximum number of visitors to prospects remains a challenge. Engage your visitors by educating them on different approaches to solving their problems. Encourage them to act by designing CTAs (call-to-action) and good landing pages. Propose them premium content (a practical guide for real estate sales, buying the guide, interactive video explanatory computer graphics tool, a practical fact sheet on the taxation of rental investment...) in exchange for a contact form.

Qualify marketing leads

The leads generated will not necessarily all become potential customers of your agency. Optimize your real estate prospection by collecting information about your leads to find out which ones fit your criteria. Only MQL (Marketing Qualified Lead) will potentially be the subject of a marketing treatment (lead nurturing if the leads are not sufficiently mature) or commercial (by prospection if they are hot).

Deal with his commercial leads

Your leads once qualified, are ready to act. Provide your salesmen with strong arguments. Here again, what each lead in your sales force expects is a fine understanding of its problems to provide the most appropriate solutions.

Retain customers

The signing of a sales contract does not mark the end of your inbound marketing sequence. Retain your customers or better: "Turn them into your ambassadors." Involve them to contribute to the success of your real estate prospecting campaigns.