5 Trends Shaping Real Estate Marketing in 2020

While a growth mindset helps, you still need to find new secret sauces and to learn how to cook with them. To help you find that sauce and start cooking, our expert real estate marketing team put together a list of 5 real estate marketing trends that will change the way you land clients in 2020.

Real Estate Marketing Trends

Real estate marketing can be a pretty crowded space – especially in the major cities like Denver, Los Angeles, Miami, Portland, or San Francisco – where there is an astronomically high aspect of real estate agents to real homeowners. While we gladly welcome this new wave of real estate marketing, we also think it’s a great time for you to reflect on your own real estate marketing plan and encourage you to make adjustments when needed. So, what exactly defines good real estate marketing in 2020?

In this article, we cover the top 5 real estate marketing trends currently shaping the industry and help explain exactly what effectively marketing your real estate business in 2020 and beyond means.

1.      There’s More Regulations for Running Real Estate Ads In 2020 Across All Paid Channels (And It’s A Good Thing)

One of the biggest regulations enacted by Facebook Ads last year is the new rules for advertisers who place ads in the “special ad category”.

This new regulation means that anyone who has an ad related to real estate have limited targeting audiences when selecting the business manager Facebook. Although many agents are concerned that they may not be able to target specific demographics and sections about Facebook ads using age filters, we believe this is a trend that will continue to traverse all major ad platforms.

Housing Opportunity or Related Service: Ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services. This does not include ads designed to educate consumers or housing providers about their rights and responsibilities under fair housing laws. You can include the Equal Opportunity Housing logo and slogan to help differentiate your ads as non-discriminatory.


How To Adapt To The New Special Ads Category Limitations For Running Real Estate Ads

The main focus of the Facebook-specific Ads category is to ensure that data remains private and that agents do not target specific demographic targets in the local market which aids in eliminating discriminatory practices. Facebook-specific ad categories still allow broad targets based on age and life events. This means that when running a real estate leader generation campaign on Facebook, you need to make sure that you are targeting the right general demographic that is likely to buy a home – which comes with proper planning, testing, and tweaking.

2.      Video Marketing Will Significantly Dictate The Growth Of Your Personal Real Estate Brand In 2020

In 2020, video marketing has demonstrated it plays a very important role in building your local brand with your target market in mind. Most online social networks as well as content platforms are now focused on creating more videos for their own brands and this is why. Unlike text, video is not only engaging, but you can repurpose it for different campaigns and content strategies depending on the platform you are sharing.

Where Can Real Estate Professionals Share Their Video Content?

85% of buyers and sellers want to work with an agent that uses real estate videos for marketing. 86% of homebuyers use video to research a particular community. 70% of homebuyers watch video house tours. If you’re not using video in your real estate marketing efforts it’s safe to say you’re missing out on valuable business opportunities. Let’s look at some of the best platforms to focus on when sharing video content.

  • Instagram video: Create a 1-minute video with a compelling CTA (Call To Action). The CTA can get visitors to your bio or ask them to scroll through your story.
  • Video up – Video up as things that you have to double in 2020. Send the video in you and make sure that you can tag for a local business or the content you.
  • LinkedIn videos – You might think that LinkedIn is for finding a job or a professional network. By the end of 2020, experts predict that LinkedIn will be one of the top 5 social platforms. Furthermore, Linkedin’s organic reach is higher than Twitter and Facebook. Which is why more and more real estate professionals are turning to video and content creation in general to reach people in their regions via Linkedin.
  • YouTube – This is the most standard video marketing platform – even in 2020. YouTube is introducing new features to improve Search Engine Optimization (SEO) and visibility. Which means more chances for your content to rank on search engines and appear in front of your target audience

3.      Chat Bots Can Actually Help Pre-Qualify Your Leads & Prospects In 2020

The chatbot has been around for a few years now. It started when Facebook Messenger launched a feature that allows pages to have specific bots for potential customers. Now, you can use software like Drift, Intercom, and ManyChat to create very useful bots that interact with potential clients or lead real estate businesses.

In 2020 we have seen chatbots play a noticeable role in helping pre-qualify incoming traffic to real estate websites. The goal of the bot is to distinguish from visitors that are actively looking to buy, actively looking to sell or just browsing. This ought to be the most bot that realtors ought to figure out how to use.

How to Use Messenger Bots Effectively on Your Real Estate Website?

Bot Messenger will be used by more people in 2020 than before. This means you need to start looking for ways to use this new medium if you want to get a leader from real estate websites.

There are three main areas where messaging bots will be widely used by 2020 by many real estate agents and brokers.

  •  Appointment Booking: One of the most common use cases to build bots is order bookings. Most bot platforms allow you to sync your calendar with them. This means that visitors will see your availability and can give you a free consultation or time to chat with you.
  • Ensuring Quality Website Visitor: The condition of other users is to prequalify website visitors and direct them to specific landing pages. For example, your bot may ask visitors what they buy or sell and point them to a specific page based on their response.
  • Providing Targeted Marketing Materials: Bots can start with questions like, “Do you want free market reports for your area?” This permits you to get data (email in most cases) in return for the resources you’re offering. You can even deliver value items depending on your web page visitors

 4.  Hyper-Targeted Google Affinity Audiences For Better Results In 2020

Our Google Affinity audience has grown tremendously over the last 12 months. If you are unfamiliar with your audience, think of it as a group of users that Google collects based on specific interests or previous buying behavior. Google recently announced that it is bringing search-like audiences to Google.

This means that in 2020 you can target more competitive keywords such “real estate” and a segment that is felt by the audience who want to buy or sell based on the audience accompaniment. This leads to better targets when launching your future real estate Google Ad campaigns.

5.      Agents & Brokers are Using The Power Of Inbound Marketing To Set Themselves Apart From The Competition

By the end of 2020, more real estate agents and brokers will have taken a focused inbound marketing approach than ever before. RE professionals are discovering and understanding the power of offering help, tips, and consultation services as early as possible during interactions with prospects and website visitors. This new-found focus is the key to differentiating your real estate marketing efforts from the competition and ensuring your visitors fill out online forms to exchange goods.

We talked about it briefly when discussing some of the strategies in the chatbot section, however, we believe this marketing strategy is imperative for generating more qualified prospects and expanding your influence quickly.

In order to optimize your “sign-up” strategy, three main elements are required.

  • Content tailored for your local market with a real estate business brand.
  • Landing pages relevant to each value offer or a chat bot to help site visitors find and retrieve information.
  • An effective email marketing strategy to expand these long-term leads and convert them into customers.

What Does Good Real Estate Marketing Mean in 2020?

We’re more than halfway through 2020, but the remaining time will be full of agents competing to lead online and create effective social media marketing campaigns for their local areas. To differentiate yourself from the rest of the competition you need to create a unique value proposition for your target audience.

If you are looking for an investor, make a white paper on why investing in your area is the right thing to do, then drive traffic to it.

Looking for help with your real estate marketing efforts? There’s never been a more opportune time for creating effective real estate marketing strategies. At Zenscape we know exactly what steps to take to ensure your real estate marketing efforts are effective. When it comes to successful marketing – sequence is everything. You know real estate like the back of your hand, and we know the right steps on how to properly market your expertise. Book a call with us today and experience what it’s like to have a results focused team of marketing experts in your corner. 

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