Even if you’ve adopted all of the latest tactics for your real estate marketing strategy, you can always benefit by going back to the basics and accounting for all of the moving pieces. Specifically, go all the way back to your initial planning phase for your marketing before you created even one piece of content to gain an understanding of where you can improve your regular activities, along with the tools and resources you use to conduct them.

1. Establish daily, weekly, and monthly marketing processes and ideate specific tactics

Maintaining a quality online presence requires practice. Get into a routine with your marketing activities, so they become second nature. A routine will help you understand when to write blog posts, update your website, post to social media, send email newsletters, create videos and perform any other tasks you undertake for your real estate marketing plan.

There is no right or wrong way to begin your digital marketing strategy. List the ways you want to promote your brand online and the any associated activities.

What questions would you ask yourself?

What are my goals for using this marketing channel?

How often will I need to measure the performance of this channel?

What resources can help me best use this channel?

How have other real estate professionals implemented this?

How much time do I need to allocate to the channel? Daily, weekly, monthly.

2. Find and implement software that will streamline and automate your online marketing

You need to have the right tools to help you easily execute your strategy. Most all of your time is spent prospecting so maximizing your time on digital marketing is a must. Keep in mind that while there are certain real estate marketing activities you should automate, some need to be addressed with a hands-on approach, like providing customer service to your leads and clients. But as long as you have some software in place (much of which is free, or available with a free trial for a few months or so), you’ll find hours are saved each week — and days are saved each year — on performing marketing duties.

3. Make the most of your website

Now that you understand the foundation of thriving real estate marketing strategies, turn your attention to the center of your marketing universe: your website. Without your site, none of your other marketing activities will make much of a difference in establishing yourself as the expert in your market, so direct your energy toward making yours as optimized as possible.

4. Optimize your on-page real estate website elements

At first glance, it may seem like all you need to do is to add a handful of keywords related to your market. This strategy worked in 2010. Today, a more intricate strategy is needed to get your site in the top few pages of search results, and it all starts with your site’s on-page elements:

Distinct copy that educates: Search engines are smart enough to understand when sites provide real value to readers with their content. This isn’t to say you can’t sell on your site, it just means you need to provide useful content and not only sales-heavy content.

Create user-friendly navigation and design elements: If your audience can’t easily navigate your site and find what they’re looking for, they’ll abandon it almost immediately. Make sure your navigation bar includes all of the pertinent links your visitors will need to get the information they want and convert into leads.

Keywords are implemented in prominent areas: From header tags to URLs and content titles, your keywords need to be included in notable aspects of your site. So carefully craft your content to incorporate the appropriate keywords for each page and post.

To ensure your site is Google-friendly and is as enhanced as possible, use one of the many on-page ranking tools recommended on the HubSpot blog, each of which can tell you where you’ve done well optimization-wise, which parts of your site need more work and a score as to where you stand.

5. Develop many pages to showcase company info and real estate markets

There’s no limit to the number of pages you can add to your website. The more pages you have and the more information you offer your audience, the more likely you are to get found.

Web pages also need to be optimized to convert visitors into leads. Calls to action (CTAs) with a clear value proposition and pleasing design need to be added. Strong copy that positions you as a wise and all-knowing agent should be included on each page. Social proof, like reviews and testimonials, has to be incorporated to show you have a great track record.

All in all, you need to relay as much about you, your brand and your market as possible without coming off as too promotional.

6. Focus on off-page engagement

Your website is good to go, and all that’s left is to optimize your off-site channels. This may sound easy to accomplish, but to complete this activity, you first need to list every single digital locale in which you have a presence and figure out which need to be modified for your real estate marketing plan first. One place that makes the most sense to begin this effort is on social media.

7. Converse with fans, followers, and favorite-ers on each of your social media channels

Social is the way our work gets discovered. Content that is truly exceptional, unique and useful can earn tremendous awareness through social media, and that social amplification often leads to great links, which leads to great rankings.

Start your offsite marketing optimization by making sure your social media presence is strong, both regarding the content you share and the engagement levels you have. Be thorough and prompt with your responses to those who reach out to you. Also, don’t forget to take initiative and message those you think would enjoy your content (for instance, those who may have shared some of your blog articles on LinkedIn), and friend request/connect with others who aren’t yet in your social network circles.

8. Make your online presence known on other prominent and pertinent sites

From guest posting to content syndication, there are a wealth of content promotion opportunities at your disposal. The trick is building the right network of influencers and industry connections willing to share your content with their networks. If promotional share requests don’t pan out, you can simply interview well-known personalities for your real estate blog.

9. Develop drip real estate email marketing campaigns to nurture leads

Three-quarters of real estate companies believe email marketing will offer excellent return on investment for their brands in five years. The primary reason for this widely held belief is simple: Email and, more specifically, email drip campaigns prove more and more effective in nurturing leads. Create numerous email messages or use a service that offers them pre-made to implement and send over time to engage your leads and influence their decision-making. Optimize a solid consistent newsletter strategy to reinforce your email marketing campaign. Your potential customers are giving you permission to market to them. Respect that permission.

Duke Long

Duke LongDuke Long is a twenty-year veteran of commercial real estate. He is the broker/owner of The Duke Long Agency. He is also known for writing his strong opinions about all things CRE at www.dukelong.com. He has delivered numerous presentations and discussions about online CRE tech, marketing, data, and digital media. Indiana University allowed him to study real estate and the United States Air Force discharged him honorably.