As the digital age has progressed and evolved, inbound marketing has become a vital part of the Real Estate industry because they are able to reach their target audience through the creation and management of highly targeted digital campaigns.
There are a variety of inbound marketing tools available that are designed to make it easier to build online campaigns, engage prospects (buyers, sellers & investors), create content, analyse data and close sales. But HubSpot is the tool that stands out from the rest. This inbound marketing, sales and service platform has become an incredibly powerful tool for a lot of businesses, particularly for businesses in the real estate industry.
Why Real Estate Companies Need Inbound Marketing
If your real estate business is well established, you should be familiar with both traditional and digital marketing tactics including newspaper advertisements, billboards, flyers digital and social media campaigns. While these marketing techniques can be effective, a more rounded inbound marketing approach gives you the opportunity to reach a greater audience in order to source new clients and gain more leads. Inbound marketing is also more cost effective than traditional approaches and it is also beneficial for the long-term.
Traditional marketing tactics present your business to an audience through advertisements whereas inbound marketing allows your business to actually be found by leads and potential customers while they are actively seeking your business offerings. An example of this would be having a website that anyone can visit when they choose to, as opposed to forcing your marketing message onto someone who isn't interested in your services.
Below we will outline the benefits of using HubSpot as your Inbound Marketing platform in order to better your real estate business.
Build a Strong Online Presence
When a person requires information, the first place they will go to seek this information is the internet. Whether they are looking to find a real estate agent or they are just doing research into the property market, they will always search online. Before the age of the internet, buyers and sellers would search for real estate agents through traditional means, but as it stands now and according to the National Association of Realtors (NAR), a mere 22% of buyers are looking at newspapers to find home listings, while 8% are turning to family and friends for referrals, and almost 44% are going online to find a real estate business.
It must also be noted that these internet users are not simply going online to purchase a home, 87% are going online to find a real estate agent and this is why 90% of real estate businesses have property listings on websites and their own website.
With the above statistics in mind, you need to have a strong online presence in order for your real estate business to thrive.
Advanced Targeting Means Greater Returns
One of the issues with traditional outbound marketing is that it is difficult to target a specific audience as there is no guarantee when putting up a billboard that you are going to reach individuals actively seeking a real estate company or agent.
However, with inbound marketing you are able to target specific audiences as you are able to create adverts through social media that target certain demographics, and you are also able to publish content that your specific audience wants to engage with. You are also able to use search engine optimisation tactics to get your website ranking for certain keywords, this means that when a person is searching for your services online, your page will be presented to them in the search results.
Not only is the above marketing more cost-effective than traditional marketing - it offers long-term results which yields a much greater return on your investment.
Establish your Business as a Thought Leader with Relevant Content
You have probably heard that “Content is King” and they do not say that for no reason - when it comes to online marketing, content is indeed, king. This is because helpful, relevant and quality online content will drive traffic to your website, and with consistent thought leader articles, you can quickly establish your business as an authority on real estate.
For many first time home-buyers and sellers, they are unsure of who to trust when it comes to making purchase or sale decisions. If you are publishing informative and helpful content on your website, and sharing these articles on your social media pages, you will build trust with this audience and they will turn to you for assistance.
The more relevant and helpful your online content, the more trust you will build, the higher you will rank in search results, the more leads you will make and the more clients you will gain.
Lead Nurturing and Relationship Nurturing
When it comes to acquiring prospects and maintaining clients, is to consistently engage with them about things that they are interested in as this will keep your business front of mind at all times when it comes to the real estate industry. So, how do you build relationships with prospects and continue relationships with clients?
You provide them with regular content that is helpful and relevant to their specific needs. By doing this you keep them informed and keep your business top of mind - this can be done through targeted and personalised email marketing, as well as social media campaigns and blog articles.
The above is a brief outline of what Inbound Marketing is and what it can do for your real estate business and all of this can be done through HubSpot.
Welcome to HubSpot for Real Estate companies
HubSpot is an advanced inbound marketing software that has helped businesses in a variety of industries across the globe, but what can HubSpot do for your real estate company?
Above we outlined what inbound marketing is and the benefits that come with this marketing strategy, below we will outline why HubSpot is the platform to help you with your inbound marketing needs.
Integrations with Real Estate CRMs such as Propspace and Bayut
Being able to successfully integrate your property and lead details from systems such as Propspace and Bayut with HubSpot's Sales CRM given you clear and measurable lead data that allows you to fully understand the return on investment (ROI) of your marketing activity. This data can then be used to tailor future listings, and future marketing campaigns allowing your business to efficiently focus on the channels that drive you the most business.
This type integration of integration can save a real estate company thousands in marketing / property listing investment.
Track your Leads
HubSpot is a Customer Relationship Management (CRM) software that gives you the opportunity to collect and organise all the contact information of your leads and your current customers in order to track their online behavior in real-time. This is a feature that allows you to fully customise your marketing campaigns to specific leads and clients.
For example, you will be able to view what website pages a client visited and through this you will be able to determine what it is they are looking for which in turn, allows you to customise your marketing messages for them in order to improve engagement.
Automated Sales Platform
HubSpot marketing also has a free sales platform that allows your sales team to track all of your clients and potential clients. The platform organises and manages all of your sales data through automation, creating a log of sales activities by placing all of your lead data in a single place.
The platform also provides what is known as a “Deal Dashboard” that represents the sales pipeline for every customer and potential customer in order to show you how well things are progressing. This is not real estate specific, but works perfectly in the real estate industry as you are able to break down all deals into segmented stages, from inquiry to closing.
Call Tracking & Whatsapp Integration
HubSpot also allows you to record all sales calls / mobile conversations, storing these recordings conveniently within the Sales CRM so that colleagues, managers or supervisors can understand the full journey of a prospect / customer with your business.
f your sales team use Whatsapp to interact with your prospects, you can also integrate HubSpot with Whatsapp so that a permanent record of these conversations are saved within the HubSpot Sales CRM.
Manage your Customer Database
As stated previously, the HubSpot CRM will collect and organise your prospect and client data including their personal details as well as their interactions with your business. With this information your sales team and marketing team can easily access any information they require, even at a moment's notice and this is particularly helpful for your sales team as having this information on hand at all times makes it easier to nurture and convert leads.
Create Campaigns and Manage Campaigns for Property Listings
Buyers can easily find listings for properties online by simply searching Google or related platforms. HubSpot allows you to create and manage property listing campaigns that will improve your ability to attract and engage with prospects and leads.
This is done through:
- Personalised and Automated Emails: Using HubSpot you are able to customise and automate emails. You will also be able to segment your prospects and your clients to ensure they receive only the most relevant emails, suited to what they are looking for and where they are in the buyer’s journey. Not only can you automate these emails, you can automate personalised responses to common inquiries.
- Call to Actions: By adding strong CTA to your property listings, you encourage interested buyers or sellers to get in contact with your business. Traditional call to actions will call your audience to either fill in a form or call your business directly which may not work for all prospects, HubSpot eliminates a step by providing a button that is known as a “Click to Call.” The Click-to-call feature is convenient for mobile users as all they have to do is click a button that will immediately call your business number that is listed.
- Scheduling Meetings: Time management is important for the real estate business, as you need to schedule meetings as quickly as possible and showings of properties are an integral part of the customer service experience. HubSpot makes setting these meetings up easy, by accessing your calendar and helping you schedule and book meetings instantly without having to worry about double bookings - eliminating the possibility of human error.
- Cohesive Teamwork: HubSpot makes it simple to assign tasks and leads to different team members, while also giving you insight into their progress. It also provides access to contact data, email templates to ensure every team member sends out the correct information and is able to do their job efficiently and effectively.
Gain Inbound Marketing Success with HubSpot
Today, inbound and integrated digital marketing is a vital part of real estate business success and HubSpot provides all the tools needed for this. Through this platform you will improve your ability to generate and convert leads, nurture relationships with prospects and clients, give your sales team a structured industry-friendly platform to manage their sales activity, while provide quality customer service.
Nexa is proud to be a Diamond-tiered HubSpot Partner and this places us in the top 2% of HubSpot Partners globally.
If you are interested in implementing HubSpot for your real estate business, our HubSpot development team has experience integrating HubSpot's CRM with a number of platforms that can increase the efficiency and data access for your business. In fact HubSpot integrates with over 500 other software titles to help your team streamline activities and in doing so increase efficiency and productivity. Contact us today for more information and to learn more about our offerings.