Real estate advertising is an excellent tool to communicate your value proposition to your target audience. In a sector that is more and more competitive each day and whose utility is challenged by many individuals, it is important to take the initiative and make it clear what benefits your bring to the table. Here you will find a guide to gain a better understanding in how it works and how you can apply it in practice.
What is real estate advertising?
By real estate advertising we mean the combination of resources and techniques that you can use to gain recognition, in a major or specific way, for your services. There are many options available, but not all of the are as effective as each other. To find the ideal strategy, it important that you know the advantages and disadvantages and that you count on those that fit your current situation the best.
In order for this to happen, your real estate advertisements have to be directed towards people with a potential interest in your services; in other words, those who are in the process of buying or renting a property. You also have to stand out from the competition and make it very clear what makes you particularly special. Finally, whoever sees your activity has to instantly understand what the benefits are of working with you.
What kinds of real estate advertising exist?
With these guidelines in mind, we can find advertising in very different shapes and sizes. Traditionally offline media is used, such as television, radio or local press adverts. Nevertheless, currently, thanks to the growth of the internet, online adverts are becoming more and more relevant.
In order to select the form that interests you the most , you have know what you want to communicate. In this way you can create a plan in line with your necessities. One of the aspects to consider, for example, is the reach of your services: you should not use the same resources at a local level as you would on a national level.
The style of the advert is also important, and it will depend on the type of strategy that you wish to follow. Corporate communications will highlight the brand value, while with specific ones you can show the public the characteristics and benefits of one of more of your properties. Again, the most adequate options will depend on specificities not only of your business but also of the situation you find yourself in.
Online VS offline publicity
In order to better evaluate the pros and cons of each form, it is important to understand the function of online and offline advertising well. Therefore, we will go over the benefits of the different types next.
The most traditional advertising style. Here you can find all sorts of media, such as television, posters, radio, newspapers and mailings. These resources are adequate in grabbing the attention of a general public, which are their main advantage in strengthening clients’ trust in your estate agency. Additionally, they will prove very potent in creating recognition for your brand.
Among its disadvantages, a major one is the little possibility of filtering your audience. Your adverts will reach interested parties but also those who are not thinking about buying a house, so they can also be annoying to some people. Because of this, the best way to produce offline advertising is through local and direct actions. For example, sending personalized messages to your database, or areas with elderly people, where owners are sure to be interested in selling. This kind of strategy will you help you win the trust of those who you direct your advertising towards and have a very positive impact on them.
This is the type of advertising that has had the most projection and growth in most recent years within the real estate sector. One of its most relevant advantages is its segmentation capacity, its low cost and its greatest engagement ratios. You have a world of possibilities for advertising yourself online, like communications by emails, paid publicity, SEM or social media.
Thanks to its more economical cost, combined strategies are normally used. In this way you will be able to have different impacts. The most regular ones are these.
- Google Ads. This is about having paid averts on this search engine. You will appear in prime position and it will allow you effectively select your audience with the option to even include keywords. We advise you to geolocalize this advert, to fine-tune who receives your content and to optimise your budget.
- Social media. Within the real sector, Facebook is the most successful. In this case, instead of selecting keywords, you can be more specific in the demographic that you’re aiming towards. Along with age and gender, you can also filter your audience in terms of interested. This will allow you to act with great precision, since if they are interested in your competition and similar businesses, it is very possible that they will be interested in you.
- Real estate portals. Here you have, again, many options and you will only find profiles that are interested in your services. To be successful we advise you to differentiate yourself from the competition, that you use geolocation and that you produce creative work that will make your value proposition clear.
Example of real estate publishing adverts
Since we know that theory is better understood in practical examples, we will show you some. Take note.
In offline adverts you can follow the example of some franchises and create regular adverts with some of the properties in your catalogue. This type of strategy will help you grab people’s attention and guarantee that interested users have to contact your or follow your links to learn more about those properties.
A very interesting online strategy is the use of virtual tours. A very eye-catching tool, with which you can generate an experience around your product and make your potential client more interested. You can use this format in your own page or in more and more real estate portals.
As you can see, real estate publicity is a strategic weapon for your business. With its help you will be able to position not only your brand, but also your products. Make great use of these supports and take advantage of all the benefits they offer!