Real Estate Marketing | The Complete Guide For Property Owners - EasyOnlineMedia

Real Estate Marketing | The Complete Guide For Property Owners

Perhaps the term "real estate marketing" is unfamiliar to you, but you have surely noticed it boom in demand for Airbnb and rental properties in general. It makes perfect sense if you consider that now there are incredible things many choices but also that customers have become more selective in the accommodations they choose.

A few years ago we might have said that the "stars" having a hotel made the difference. In this day and age for sure The "stars" don't mean much. In addition, there is plenty of accommodation, from inns to rental villas and boats for one to choose from! As we understand with such a range of options the competition is getting tough, the services provided are upgraded and one competition to attract customers it begins.

Fortunately for you, you can now use it real estate marketing so as to build one possible strategy that will bring you visitors and of course income!

What is real estate marketing?;

Real estate marketing is one complex strategy that helps to make the best use of resources, money and time to attract visitors who are interested in your property. And when we say complex, we mean it. You can take advantage of platforms like booking.com and kayak.com, to partner with local businesses to offer unique experiences in the area, upgrade your site and more.

Whether you manage a hotel, villa, B&B, hostel or Airbnb, these marketing strategies and ideas will help you achieve them primary goals of hospitality marketing. Who are they; Primary objectives are enhancing brand awareness and search for the property your, which translate into more visitors.

Let's look at the tools in real estate marketing

1. Create a marketing plan

As the saying goes: "A goal without a plan is just a wish". There is no successful business without a plan behind it. An annual marketing plan is a critical first step in ensuring that your marketing activities are focused and driven towards the results you desire.. And since we are talking about hosting you should do a good one research and yes get organized to have solid foundations.

A real estate marketing plan should include the following elements:

Market overview and the latest trends in hospitality
Marketing objectives, brand positioning and competitive landscape
Roles and responsibilities
Target markets
Goals, strategies and performance metrics by channel
Packages and offers
Marketing budget
Activity calendar

2. Where will you place your property?

Clearly the first step to "exist" your property is a website. This is also the simplest form for someone to be able to search for you organically(through search engines). In this piece, sure, plays an important role SEO. From then on there are many channels you can list your business. We suggest using all or as many as possible. Such channels are the social media, email marketing, the paid media, real estate listing platforms, trade fairs and events, various collaborations, public relations and online reputation management.

Many; Believe me, they need us!

3. Identify your target markets

We have written many times about the target market and the ideal customer as a key pillar of marketing. Real estate marketing is no exception.

Let's see it with an example: Let's say you have a 200 sq.m. villa for rent. with swimming pool and private beach. Clearly, in this case you are targeting a very specific audience that can afford to pay for the overnight stay and not a small to medium sized family. Accordingly if you have a B&B in the center of a college campus you are probably targeting individual visitors.

Which accommodation is better of the two;

None! For real estate marketing it is the same! It doesn't matter what your property is. It is important to target the right audience so that it is constantly filled with visitors.

Instead of trying to appeal to everyone, it is much more effective to identify your target markets and focus time and money on attracting them.

To be able to find your target markets answer the questions:

Who are your ideal visitors?;
What is the purpose of their trip;
Who live;
How they learn about your property;
Where do they book from?;

By grouping visitors into individual audiences, you can tailor your messages to each group of your target audience and find other travelers who share similar characteristics.

4. Create your hotel website

We mentioned it above that having a website is critical. If you have not created your website now is the time to do so if you want your business to be considered modern.

In contrast to a static brochure or a simple entry on a tourist site of the region, a website is a dynamic entity that needs to be regularly updated with new, fresh content. This may include seasonal offers, changes to policies or information about upcoming events.

Clearly we are not mentioning the obvious like contact info, map with the location of your property and photos of the interior and exterior spaces.

It is also essential that the website is easy to navigate, simple and formatted appropriately for all devices. In order for the website to be tailored to your target audience and provide a great browsing experience you should follow its UX design.

What is UX design and why is it important for small businesses?;

also, it is important that your website contains real time booking system so that the visitor can easily make a reservation. Doing so will further promote your professionalism.

5. Invest in professional photos

Bad lies! The first thing a potential guest checks at a property is the photos. Ideally he wants to find pictures of both of them indoor and outdoor spaces but also photos of the area and activities which offers.

With today's smartphone technology, almost anyone can take stunning photos. This is good for social media, but not for professional exposure of your property.

Images should be high grade that will make your property stand out as the best choice among others. They should take it out «WoW!» as an exclamation point if you want to stay ahead of reservations.

So. don't skimp on money for a professional photographer. These photos are investment and the showcase of your property which will travel via the internet to every corner of the earth. Truth, you would rent a property whose photos would be amateurish;

also, take care of the production as well video to further enhance your visual presence.

6. Give your SEO a foundation

Creating your site is a step. However, without proper SEO it does not mean that they will visit it.

For organic (unpaid) traffic of utmost importance is the search engine optimization (SEO). SEO involves formatting website content with Keywords, titles, descriptions, tags and links for the ranking of the site in the first search engine results. SEO is best left to professionals to achieve maximum results as it is messy to try to do it yourself.

7. Harness the power of content marketing

Another way to attract organic traffic it's content marketing. This can be done by adding information that helps visitors to organize their trip, to find information about the area as well as related suggestions with activities.

A great way to take advantage of SEO and also content marketing is create a blog with interesting topics for your visitors such as for sightseeing, restaurants and stories of the area.

Use keywords relevant to the area to make local SEO work for you.

Read this too: What is a business blog and why should you include it directly on your site?

8. Create a Google Business profile

Really how many times? you didn't google to find something or open google maps to find a place;

In order for visitors to find you in the same way, you must register your business on Google!

By registering your business on Google, your information will appear on Google search results, on maps and accommodation listings. Therefore, it is vital that you create the free profile your, to it optimize with high-quality photos and information about the location, the services, the amenities you provide and pursue them positive reviews. And don't forget to activate them free booking links to get more visibility and direct traffic to your website.

9. List your accommodation in real estate search engines

Think what is the first thing that one thinks of as soon as they book their plane tickets or decide to go somewhere for a weekend. It probably is to enter booking.com and other accommodation search engines. In fact, sometimes the destination depends on the results it will find.

So you don't want your property missing from these search engines!

10. Harness the power of social media marketing

The most talked about and popular marketing today!

Travelers love to use social media for to share travel experiences and to discover new destinations. Social media is low cost channel to connect with travelers and attract visitors. Use inspirational images, video, material about the area. Create content that encourages sharing and use hashtags, competitions, special offers and paid advertising to boost user reach.

11. Use paid methods

We live in the age of advertising and promotion. You will come across the ad piece as part of any marketing strategy. Fortunately for you, you have many options for advertising depending on your target audience but also your financial capabilities. Promote your accommodation through google, social media or property search engines. Clearly if it fits your business strategy you can use and traditional ways of advertising(printed matter, television etc.).

12. Use Influencer Marketing

Influencer marketing is a very powerful viewing tool of your business. Influencers have loyal audiences who follow them and influence their decisions. Through influencer marketing you can to be exposed to a much larger and mostly loyal audience.

While working with the big Influencers costs money, many micro-influencers may be willing to promote your property in exchange for free accommodation and meals. Be careful though! Pslook for influencers who specialize in travel, they have a very dedicated following and mostly target the same audience as you.

13. Use email marketing

Email marketing is one cost effective, highly targeted way to increase your direct bookings and revenue. Build your database with emails from your hotel guests, together with the permission to send advertising messages. Create special email offers and incentives to re-engage visitors. If they were happy with their stay, they are likely to come back to you!

14. Increase reviews

Customer reviews and testimonials are a powerful incentive for potential guests to visit your property. Otherwise, a visitor sees an accommodation that he took 5* and otherwise one with 3,8*. also, almost everyone looking for accommodation reads the comments of previous guests. Give your best for the service and comfort of your guests and encourage them to leave their reviews of your accommodation on search engines.

Happy visitors are the best advertisement!

15. Create partnerships with local businesses

Good partnerships make us stronger. By building partnerships with companies whose object can be combined with yours you have the opportunity to upgrade your benefits. This may include cooperation with local activity operators to create special tour packages or negotiation special rates and discounts for guests with nearby restaurants, stores, florists and transport providers. The situation is win-win. Support your partners by putting them on your site and ask them to do the same.

16. Promote the destination

Everything starts from there, from "This year I will take a vacation in Syros" the "I'm thinking of going to Pelion for the weekend". So take care through your site and your communication channels to display the destination. Why should anyone visit the area; What is there to do there?; What activities; There is something that makes the place special; Put pictures, video and provide information.

17. Offer a digital guide for visitors

Help your visitors to their comfortable stay on your property and the area. A guide will be a huge help. Provide useful information to anticipate their possible questions. Include key elements such as activities and restaurants in the area but also where they can find a pharmacy, Super Market, bank etc. To increase its functionality, you can publish the guide on your website and forward it as a link or pdf via email before the stay.

Of course, you can also offer the guide in printed form, but here we take it a step further. also, digitally you have the advantage that you can send it before the stay. This is how your property earns points before yet the visitor gets there.

18. Create special offers during local events

Local events can attract many overnight visitors to a destination, giving you the opportunity to promote your accommodation. Such events can be festival, concerts, sports events, conferences and seasonal events. Take advantage of them and create packages and offers. Promote these packages through your channels and trigger visitors to come.

19. Adjust your pricing strategy to seasonality

No matter how much travelers' tastes and preferences may change, pricing will always be, For the most, primary factor in the decision to rent a property. Create a dynamic pricing plan. In other words, if your property is located in a purely winter destination, make sure to provide a financial incentive for visitors to visit it in the summer as well. We certainly don't mean to slash your prices. It should be commensurate with what you offer, what audience are you targeting? but also based on them laws of supply and demand. This strategy will help ensure that you are always offering the right price, to the right visitors, at the right time.

20. Create a rewards program for returning visitors

All major companies (see. hotels, airlines etc.) they give benefits to returning customers. They know how a satisfied customer is more willing to pay for their services again than someone who has never tried them.

So why not take advantage of it; Create a simple, cost effective loyalty program. Give your repeat visitors special benefits, upgrades and amenities.

21. Invest in public relations

Public relations covers a wide range of actions you can take. You can reach travelers through articles and through mass media. Create one public relations plan that describes your goals, the stories you want to share and the media you need to reach. If you are targeting a very specific audience, seriously consider partnering with a professional to leverage their expertise and contacts.

22. Improve guest service with instant messaging

In the age of digital messaging, travelers are not willing to wait on hold for answers to their questions. By maintaining an active presence on instant messaging channels such as Messenger and WhatsApp, you can upgrade the services you provide. Respectively, don't neglect to include one chatbot on your website so visitors can easily contact you there as well.

23. Offer welcome gifts

The travelers they love souvenirs from their travel experiences. Creating a welcome gift, you'll be reminding them of their stay long after they've checked out and encouraging them to come back. also, show that you care about the pleasant experience at your accommodation.

Find a thoughtful gift that represents your property and evoke memories of your destination or offer something that will create positive impression with first contact.

24. Engage in traditional offline marketing to strengthen your brand

Although The biggest part of rental property marketing is the online part , don't overlook opportunities to promote your property through off-line marketing. Some examples include placements advertisements in print publications, billboards or event sponsorships. Just because people can't "click" on these ads doesn't mean they don't make an impression. After all, many travelers like to flip through travel destination magazines.

25. Promoting sustainability

In a recent study, the 82% of people said the pandemic caused them to they want to travel more responsibly. It is one new piece in the real estate rental space but it seems to be decisive for some visitors. In fact is coming into the game very strongly and giving a big boost to eco-friendly properties.

Help the planet and attract eco-conscious travelers. Advertise your property's eco-friendly practices on your website and channels. Encourage guests to participate in on-property programs to reduce waste, saving energy and supporting the local community.

ok, this technique is very "forward" for the Greek data but we want to give you unique tools that will really set you apart. After all, we are here to give you the best ideas!

26. Check the activity of your competitors

End, another key but often overlooked marketing strategy is to monitor competitor activity on a regular basis. Compare the information they provide, their website, what they display on social media, the reviews they have received, the pricing that follows. It is useful to know what is happening in the market. It will also help you take advantage of opportunities so that to optimize your prices and services.

Final thoughts

We believe we have given you a good idea of how you can use real estate marketing. Keep the ideas that best suit your property and implement them if you want to see more bookings. It's a shame to have an amazing property and don't use your full potential to get it off the ground, especially in this day and age where there are so many tools!

See what you can implement and don't be afraid to get additional help. After all, we are talking about increasing your bookings and revenue! We can provide you with all the supplies and do a lot of the work for you.. Besides, it real estate marketing it's our specialty!

Real Estate Marketing | The Complete Guide For Property Owners

What is real estate marketing?;