6 Techniques for Online Real Estate Marketing

August 18, 2021

In today’s technology-first reality, marketing your home successfully means putting your home online. The majority of prospective buyers first find San Francisco real estate they are interested in on the web.

Right now, the Bay area is experiencing a seller’s market where there are more prospective buyers of homes than there is inventory. Though the current state of the market benefits sellers, effective online marketing ensures they attract the ideal buyers to their home. Here are some techniques that can help you achieve your selling goals.

1. Get high-quality images and video taken

As we mentioned before, most of those looking for Bay area homes for sale will first find them online. This means they need to be impressed enough by online images and virtual tours to take the next step to schedule an in-person showing. Now is not the time to skimp on images or videos of the property for sale. Work with a professional photographer and videographer who has experience in real estate to make sure you get the highest quality images and video to use in listings and online marketing campaigns.

2. Use lead generation tools

To attract the right buyers to your home, you’ll need a reliable system to generate quality leads and follow up on those leads throughout the process. Lead generation tools allow you or your Bay area realtor to get in front of those buyers who are interested in your home and who have the means to buy it. The tools also need a built-in system that helps you or your agent follow up with those who have expressed interest in your home so you can answer questions, give them updates, or contact them directly to arrange a showing or tour.

Lead generation tools can be complex, so it’s almost always better to work with a Bay area realtor who has easy access to these tools, along with the knowledge to use them correctly, instead of trying to learn how to use them yourself.

3. Create landing pages

Realtors who specialize in selling San Francisco real estate usually already have an attractive and user-friendly website to give viewers information about their company and about the listings they represent. However, effective sellers should also know to create landing pages for each property they are trying to sell. Then, you can use property-specific links in online marketing efforts to direct prospective buyers to the information they need. This saves time, as the viewer won’t have to search through a website for the listing they are interested in.

An effective landing page includes an eye-catching graphic, a clear call to action (such as “schedule a showing now”), and a way to gather contact information from those who visit it. If you are working with a Bay area realtor, ask them if they utilize landing pages to market your property. You may also want to ask for an example of how they have used them effectively with other clients.

4. Harness the power of social media

It should come as no surprise to know that more and more buyers are using social media to search for homes that match their specific preferences. To reach those who are looking for Bay area homes for sale on Facebook or Instagram, you need to be knowledgeable about creating attention-grabbing marketing campaigns on social media. An effective social media marketing campaign directs ideal buyers to your landing page to learn more information about your property for sale. This will encourage them to take the next step by booking a showing or taking a virtual tour if they like what they see.

While most people use social media in their personal lives, the world of social media marketing is a much more complex environment, and it takes skill and experience to create strategic campaigns that are cost-effective and produce results. Working with a Bay Area realtor who has either an in-house marketing team or partners with an outside marketing firm is the best way to ensure you are using social media marketing effectively.

5. Stay in touch with email marketing

One of the goals of lead generation tools, landing pages, and social media marketing is to encourage your ideal buyer to share their contact information. This contact info usually comes in the form of an email address. To follow up with those who are interested enough in your home to share their email address, you need an email marketing campaign.

A campaign can include a weekly or bi-weekly email newsletter, follow-up emails or requests for referrals, welcome emails, and emails to share important information like open houses or changes in price. The best email campaigns are informative, friendly, and aimed at engaging your target buyers and encouraging them to take the next step by touring or making an offer.

6. Invest in Google AdWords campaigns

Also known as pay-per-click advertising, Google AdWords campaigns use small sets of ads that pop up on browsers when a user is searching for something. You only get charged for using Google AdWords when an interested buyer clicks on the ad. Ads are keyword-based, meaning they will only show up when people perform searches that are closely related to the keywords you choose for your campaign.

Choosing keywords is a highly specialized endeavor—and one that shouldn’t be attempted by those who are not knowledgeable about pay-per-click, as it can get very pricey if done incorrectly. On the plus side, those who know how to effectively use Google AdWords have access to clear-cut metrics that guide their campaign and can easily integrate this technique into other types of marketing campaigns.

Are you ready to work with a Bay area realtor to sell your home? When interviewing potential real estate agents, ask them what online marketing tools they plan to attract ideal buyers to your listing. Partnering with an agent like Missy Wyant Smit, who has a highly skilled team of marketers at her disposal, is the best way to ensure your selling process is a successful one.  


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