The 5 Step Real Estate Marketing Funnel

11.09.23 04:26 PM Comment(s)

Effective marketing is crucial for the success of any business, especially a real estate business. One powerful framework that can help real estate professionals navigate the complex landscape is the 5-step real estate marketing funnel.

A well-defined marketing funnel can help real estate professionals generate leads, nurture prospects, and convert them into clients. But if this is your first endeavour into curating a real estate marketing strategy for your business, you may find the process quite overwhelming.

Fortunately, the marketing funnel can be easily broken down into five stages. These stages are broken down into Awareness, Interest, Evaluation, Decision and Action.

This article will guide you through each step of the real estate marketing funnel, alongside some expert real estate marketing ideas to help you curate the strongest marketing strategy for your real estate agency.

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What is a marketing funnel?

Firstly, it is important to understand what a marketing funnel is and how to implement one for real estate leads. A real estate marketing funnel is a strategic approach used by many real estate agents to guide potential clients through a series of stages, with the ultimate goal of converting them into satisfied customers.

It is called a marketing funnel because, at the top, a large number of potential leads enter the funnel, and as they progress through various stages, the pool narrows, leaving behind only those who are genuinely interested in buying or selling a property.

The typical stages in a real estate marketing funnel include awareness (where potential clients become aware of the real estate agent or property), interest (where they express interest in learning more), consideration (where they evaluate different options), and finally, the decision to purchase or list a property.

By strategically tailoring their real estate marketing plan to each stage, real estate professionals can effectively nurture leads and enhance the chances of successful conversions.

Now we'll be breaking down each stage of the real estate marketing funnel, along with providing some real estate marketing ideas to help you build a solid sales funnel.

The Five Stages To Support Your Real Estate Marketing Funnel

1. Awareness

The first stage of the funnel is Awareness, which involves attracting prospective clients through various channels. The goal for this stage of your marketing strategy is to capture the attention of any potential customers and make them aware of the properties and services your real estate agency provides.

One of the best ways to build awareness of your real estate business is to establish a solid online presence. Since everyone receives almost all of their information online these days, online marketing is an essential part of establishing a thriving real estate business.

We recommend utilising multiple online marketing channels such as social media platforms, digital content marketing, and search engine optimisation (SEO) to help reach your target audience and start attracting more leads.

Content Marketing

Content marketing strategies involve writing and publishing informative real estate blogs, articles, videos and other types of digital content that address common questions and provide valuable insight into the real estate market. This is an especially useful way to attract clients that might be new to the home buying process or are not as informed about the real estate market.

Social Media Marketing

To effectively utilise social media as part of your real estate marketing strateg y, you'll need to create social media accounts on multiple platforms such as Facebook, LinkedIn, and Instagram. These popular social media platforms can be very effective at attracting potential buyers. Real estate agencies can use them to engage with their target audience, share relevant content through social media posts, and promote the agency's brand.

SEO

SEO is the practice of optimising a website and content so that it ends up ranking higher in search engine results. This then increases your agency's visibility to your target audience, which then increases the number of website visitors and in turn the number of potential clients. If your budget allows, you can also start using paid ads to help increase the number of website visitors to your real estate agency's website.

2. Interest

Once you've successfully created awareness of your real estate brand and agency, it's time to start engaging your prospective buyers and spark their interest, turning them into qualified leads. Start by building on the content you've created during the awareness phase and continue to create blogs, videos, virtual tours, or downloadable guides that showcase your expertise in the real estate industry. With this, you'll be establishing yourself as a trusted resource in the real estate business and local market.

You should also be using your website and social media accounts to spotlight your agency's property listings. Make sure to include comprehensive information regarding the property, its design features, location, and any photos you think would be useful.

When building your real estate website, don't forget to create dedicated landing pages that include compelling offers or valuable resources in exchange for visitors' contact details. You can also use a persuasive Call-To-Action on your website to encourage potential clients to provide their contact information or reach out to your real estate agents.

With this bank of information from potential clients, you can then follow up with them later to capture leads. Some effective lead capture techniques include targeted marketing campaigns such as email marketing campaigns and newsletters which can help keep your audience engaged and interested in your real estate services.

If you're a smaller, local business we also recommend polishing up your Google business profile as this is how many local real estate businesses generate leads. Make sure your agency's positive reviews on Google Maps are as visible as possible to attract even more interested buyers.

3. Evaluation

At the Evaluation stage, your real estate leads will be actively considering their options and comparing different real estate agents or other local businesses. This is your opportunity to further nurture your prospective clients and address any concerns they may have. Share success stories, testimonials from past clients, and case studies to demonstrate your track record. By building trust and credibility, you increase the likelihood of conversion.

It's also essential to showcase the unique selling points of your real estate listings and differentiate yourself from the competition. Take your agency to the next level by offering modern and efficient virtual tours to give potential buyers a clear understanding of what you have to offer. Virtual tours enable prospective buyers to view a property multiple times without the need to travel. This helps to reduce carbon footprint and can save agents many hours each week.

Online marketing tools such as email campaigns and webinars are also crucial in strengthening this phase of the marketing funnel. With these tools, you can send regular emails that provide valuable content such as local and national market updates, property listings, and other helpful tips for buyers and sellers. You can also set up drip campaigns, which automatically send out relevant emails to any potential clients that help to guide them towards an instruction or offer.

A personalised approach to real estate marketing can also be extremely useful at this stage of the marketing funnel. You can do so by providing tailored interactions, offering 1-1 consultations on local listings, and responding promptly using automated emails through Zapier to any inquiries through a booking form or website messaging service.

A potential client essentially wants to feel as if they're the most important buyer, so ensuring your real estate agents can provide that personal touch can have a significant impact on your real estate sales.

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Decision

In the decision stage, potential buyers will be arrowing down their choices and getting ready to make a purchase or instruction decision. his is the best time to showcase your USPs and what differentiates you from your competition. This could be your customer service, client portal access, links to a great conveyancer or your knowledge of the local area.

At this point, it's important to facilitate the buying or selling process smoothly. Provide clear and transparent information about the properties, financing options, and legal procedures. By utilising Rezi estate agent software, agents can take advantage of using Dezrezlegal our award winning conveyancing services.

Dezrezlegal is at the forefront of tech innovation and is fully integrated with Rezi CRM software. As a result, agents can instruct quicker and reap the rewards of completion times up to 5 weeks faster than the national average. Keeping both agent and clients happy whilst empowering trust, agency recognition and repeat custom.

5. Action

The final stage of the real estate marketing funnel is Action. This is where your clients make their final decision and take action, whether it's buying a property or listing their home for sale using your services. Ensure that the transition from decision to action is seamless by providing comprehensive support, handling paperwork efficiently, and maintaining open lines of communication. Delight your clients with exceptional service to encourage referrals and repeat business.

While some estate agents may stop their marketing efforts once a sale has been processed, it is wise for those real estate professionals looking to retain customers for their next sale or purchase to implement additional marketing efforts.

Satisfied clients can become valuable advocates and a source of referrals. Here are some marketing strategies for client retention and referrals:

Ongoing Communication: Stay in touch with your clients even after the transaction is complete, providing real estate marketing materials such as valuable resources, market updates, and personalised recommendations.
Referral Programs: Implement referral programs that incentivise your clients to refer their friends, family, and colleagues to your services.
Exceptional Service: Continuously strive to exceed your clients' expectations, offering exceptional service that inspires loyalty and positive word-of-mouth.

Final Thoughts

A well-structured real estate marketing funnel is essential for driving business growth and maximising your conversions. Implementing this 5-step real estate marketing funnel can significantly enhance your marketing efforts in the dynamic real estate market.

By following these stages—Awareness, Interest, Evaluation, Decision, and Action—you can attract potential clients, engage them with valuable information, nurture leads, facilitate the decision-making process, and ultimately drive successful transactions. We hope our guide to some expert-approved real estate marketing ideas will help you strengthen your marketing funnel and significantly boost your business' growth.

Remember, building relationships and providing exceptional service are key to long-term success in the real estate industry. By continuously analysing the market and optimising your real estate marketing plan, you'll be able to stay ahead in the competitive real estate market and rapidly see substantial growth in sales.

Ready to supercharge your real estate business? Discover the power of Dezrez, the ultimate all-in-one real estate software solution. With Rezi or Rezi Enterprise, you can streamline your operations, manage listings with ease, automate tasks, and gain valuable insights to boost your productivity and sales. Contact us today to find out more or book a demo of our software.

Looking for more information on how to become a pioneer in the real estate business? Read our blog ‘What will Future Clients Demand From Estate Agents?’

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