Real estate marketing: strategies for working the marketing funnel

[muskanhossain]

The coronavirus pandemic has forced people to rethink their lifestyles. Many companies have also had to adapt to the new scenario and develop strategies to continue offering services and products to their customers virtually. The first consequence of the pandemic was social isolation and the need to adapt to working from home .

But have you ever stopped to think about all the new ways of living that each of us has had to adapt to? With the possibility of remote work, more and more people are choosing to live far from urban centers and live in more remote places.



Sector behavior within digital:
How can Real Estate Marketing benefit from this?

First, let’s talk about the sales funnel . It represents the senegal whatsapp data changes in consumer behavior, which starts with curiosity about a product or service and ends with the desire to buy.


Source: Unsplash





This funnel is made up of four phases. They are:
Visitor attraction (awareness);
Lead conversion (interest);
Relationship with leads (consideration);
Sales/Customers (decision).
Strategies for Real Estate Marketing
Below, we have prepared some strategies for you to work on the sales funnel in Real Estate Marketing.

Let's go?

First, qualify and generate Leads:
Offer to the bottom of the funnel, which is the audience closest to completing a sale. We know that consumers buy from people they trust , and this relationship of trust for a real estate investment depends on several stages and demands.

The spread of digital media in this market makes it easier to overcome a major historical challenge: generating leads from a contact base. Individuals who intend to purchase are eager for more information about their future property. Accessing Google, searching for what interests them, leaving their contact details and becoming a lead is no longer a problem. The challenge for Digital Marketing is to get the initiatives right that help the lead move forward on their journey and ensure that conversion rates exceed the necessary expectations so that the closing is more predictable.

Therefore, direct offers contribute to the generation of more qualified Leads.



Then, follow Leads:
In the real estate market, products have high added value. Therefore, consumers usually need to go through a long purchasing process before deciding to purchase a property, especially when the product is intended for a family.

One example is the Creci-SP survey, which outlines the current profile of the real estate market , and the Regional Council of Real Estate Brokers of the State of São Paulo, which carried out a survey between August and November 2021 and found that financing is the category most used by consumers.

Another example that is gaining prominence in the real estate sector is the demand for online services , which is being adopted by a large number of investors. According to a survey conducted by the Imovelweb portal, at least 30% of those interviewed closed contracts online, without having personally visited the property that would be rented or purchased. This phenomenon is possible because platforms are increasingly adapting to the digital format .

Another major highlight concerns the most popular rental options today: consumers are preferring to purchase larger spaces, such as houses, rather than apartments, which is why there are far fewer apartments available compared to houses. We know that real estate is not just an asset, but an investment that is entirely related to an individual's lifestyle. There are also several variables that influence the sale, ranging from the work of the broker to the approval of financing at the bank, among many other factors.

According to data from the 4th round of the “Survey on the Influence of Coronavirus on the Brazilian Real Estate Market” conducted by DataZAP+ , the real estate intelligence area of ​​ZAP+, 62% of respondents indicated that a property with well-divided spaces was important, while 45% emphasized that it was important or very important to live in a house. This desire for change has boosted the rental, purchase and renovation markets as well.