Looking At HubSpot For Your Real Estate Business?

In this day and age, inbound marketing is essential to the success of a real estate business. Inbound marketing puts your business in a position to be found by potential clients on their own time. Take advantage of the inbound marketing tools available to you to create and manage successful inbound marketing campaigns. Several tools match the usability and features offered by HubSpot.
If your real estate business has been around for a while, you’re likely more than a little familiar with the ins and outs of traditional marketing, such as billboards, TV commercials, newspaper ads, or flyers sent through the mail. While these can be effective, inbound marketing can help you cast a wider net to increase your audience and find new clients. Inbound marketing is typically a more cost-effective, long-term approach to advertising.
So how exactly does inbound marketing work and how is it different from traditional “outbound” marketing? Instead of presenting yourself to an audience (such as by running a commercial on a local TV station), you’re putting your business in a position to be found by potential clients on their own time. For example, by having a website that anyone can visit, without inbound marketing, you’re limiting yourself to a smaller audience at a higher cost. You’ll find yourself falling behind the competition if it hasn’t happened already.
Some of the more specific reasons why you should implement inbound marketing as part of your real estate business’ overall marketing strategy include:
When somebody needs information of any kind, the first place they turn is the Internet. If they need a real estate agent or are merely doing a bit of basic research on real estate in the area, they’re going to look it up online. In the past, buyers and sellers alike would have used traditional means. According to the National Association of Realtors (NAR), only 22 percent of homebuyers look through the newspaper to find homes listed for sale, while eight percent turn to friends and family for help. In 2018, almost 44 percent of homebuyers went online to look up properties for sale before doing anything else.
However, homebuyers still use real estate agents. Homebuyers worked with real estate agents 87 percent of the time in 2018. Keeping these numbers in mind, it’s no surprise that 90 percent of real estate firms have websites and that many of these websites have property listings. So if you expect your real estate business to thrive, an online presence, whether it’s a website or a social media page (or both), is a must. Inbound marketing allows you to build up your online presence so that when homebuyers and sellers begin doing research online for real estate or realtors in your area, you’ll be easier for them to find.
One of the limitations of traditional outbound marketing is that it’s hard to target a specific audience. There’s no guarantee that by running a commercial for your real estate business on TV that it’s going to be seen by people who need a real estate agent. The same goes for putting up a billboard on the highway. You can only hope that out of the hundreds or thousands of people that might see it, that some of them may actually need your services. It’s like casting a net in the ocean with the hopes of catching a specific type of fish, but not even being sure that this type of fish lives in the area you’re fishing.
Inbound marketing can target specific audiences in a variety of ways. You can create ads on social media that target particular demographics or produce content that you know your audience wants to read/watch. Additionally, you can use relevant keywords as part of an SEO (search engine optimization) strategy to help attract your target audience via search engine listings. Online data provided by your leads, as well as visitor behavior data, can help you better identify and understand your target audience, which, in turn, will make it easier to target them.
As a result of being able to target your audience more effectively through inbound marketing, the money you put towards your marketing efforts will go a long way. Traditional marketing already tends to be more expensive as it is. In contrast, inbound marketing can still be effective with a limited budget. You’ll find that your marketing efforts will be more cost-effective as inbound marketing will likely yield a higher ROI over the long run than outbound marketing.
Creating content is an essential inbound marketing strategy. If you do even the slightest bit of research into inbound marketing or online marketing, you’ll come upon the phrase “content is king” over and over again. Not only does content help drive traffic, but high-quality content helps establish your business as an authority on the topic of real estate.
There are many first-time homebuyers and home sellers out there who don’t have a clue how to get started. They are looking for information that’s relevant to their desire to buy or sell a house. By publishing content on your blog, on social media, or through a newsletter (just to name a few potential channels) that addresses their questions and concerns, you’ll build trust. Essentially, you’re giving them advice for free, which shows that you care about informing them without expecting anything in return. The higher quality your content is and the more relevant it is to your readers, the more trust they’ll have in your business, making them more likely to contact you for your services.
One thing that’s important to understand about your prospects is that not everybody is ready to buy a house or sell their house right away. They might be entertaining the thought, which means that they may do a little bit of research online without actually committing. Via inbound marketing, you can build relationships with these leads by nurturing them with your email newsletters. By providing them with regular content that is relevant to their specific needs, you help to not only keep them informed and educated about the process, but you also help to keep your real estate business at the top of their minds. Once they decide to move forward, they’ll remember you and reach out to your real estate business as a result.
Now that you have a pretty good understanding of what inbound marketing is and how it can benefit your real estate business, you’ll want to know why you should choose HubSpot over another platform. HubSpot is a comprehensive set of marketing, sales, and service tools and can easily integrate with your existing systems and apps. However, here are some of the ways that HubSpot can specifically help improve the inbound marketing efforts of your real estate business:
HubSpot’s CRM (customer relationship management) software allows you to collect and organize the contact information of your leads and customers so you can track their online behavior in real-time. This feature makes it easier to customize your marketing campaigns to address the specific needs of your leads and customers. For example, the information that they provide or the pages on your site that they visit may indicate where they are looking to buy property, which then allows you to tailor your messaging to improve your ability to engage with them.
In addition to the HubSpot Marketing platform, HubSpot also has a free stand-alone sales platform that allows you to track all of your clients. The platform makes it easy to organize and manage all of your sales data by automatically creating a log of sales activities and by syncing all of your lead data in one place.
HubSpot also offers a useful feature called the Deal Dashboard that visualizes the sales pipeline for every customer, so you can keep track of how deals are progressing. Although not real estate-specific, you can format the Deal Dashboard pipeline to suit your needs. For example, you can break down deals into different stages, such as inquiries, property viewed, offer to purchase, contract sent, and closing stages.
HubSpot CRM makes it easy to collect and organize all of your prospect and client data, including not only their personal information but also their interactions with you. Your team can easily access the information of a client or prospect at a moment’s notice while they are engaging with them, making all of their interactions seamless. It also makes it easier to nurture your prospects in general.
Because it’s so easy to find listings online, buyers will often begin looking for a home by doing simple searches within their desired location. Listing the properties of any sellers that you are representing online makes them easy to find. HubSpot allows you to create and manage campaigns for your property listings that can significantly improve your ability to attract and nurture potential leads and prospects. Here are some of the useful features HubSpot provides to real estate agents who want to improve the effectiveness of their property listings online:
In this day and age, inbound marketing is essential to the success of a real estate business. Take advantage of the inbound marketing tools available to you to create and manage successful inbound marketing campaigns. Several tools match the usability and features offered by HubSpot, and the free version of HubSpot is highly effective, especially when compared to other free inbound marketing platforms. By using HubSpot, you’ll improve your ability to convert more leads and stay in touch with all of your prospects and clients.
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