5 advantages of inbound marketing for real estate to improve profitability

5 advantages of inbound marketing for real estate to improve profitability

Do you want to increase income and improve the profitability of your development? With inbound real estate marketing you can achieve it.

Commonly, we worry about selling more and getting many clients, but, we forget to consider, how much is it costing us to attract new clients, and how can we attract valuable clients for our development?

To answer these questions, you must know what your marketing and sales teams are doing, since it depends not only on both that you grow in income, but also in profits.

Inbound real estate marketing strategies will help you improve your commercial profitability. Know the advantages it offers for your development.

Why inbound real estate marketing?

Remember when you had to put ads in newspapers or magazines? Put up posters or send emails to a list of people you didn’t know? That has been left behind. Technology has given us new tools to sell better.

Today, your clients are surfing the Internet, looking for options for their future home on blogs, social networks, websites. They ask for recommendations, they compare and, before you know it, they have built 60% of their purchase decision, without consulting an agent.

Inbound marketing focuses on the prospect’s buying process and uses content to attract those interested in buying a home.

Unlike traditional methods, when you implement inbound marketing in your real estate, it is possible to reduce marketing costs, because you will attract prospects who are really interested in your offer, shortening and making the sales process more efficient, too.

How does inbound help to increase profitability in real estate?

A well-implemented real estate inbound marketing strategy followed by nova city help you grow your development by generating leads and facilitating their conversion to clients.

In addition, it boosts the operational efficiency of the marketing and sales departments, which leads to generating a better ROI.

This methodology uses non-intrusive tactics and takes measurable actions in the short and long term, adding value to the prospect throughout their purchase process.

To do this, an ideal customer profile or buyer persona is created, which helps you segment your market to define how and with which customers to interact. In addition, it uses automation tools such as CRM, which provide valuable marketing and sales reports.

These are 5 advantages that you can see reflected in your commercial profitability when you do inbound real estate marketing:


1. Greater attraction of qualified prospects

Since, your potential clients look for and are informed on the Internet before going to a real estate agent, you must offer them content that will help them advance in their buying process. Today, the power of information and sales control rests in your hands.

Inbound real estate marketing helps you attract qualified prospects, through digital assets and conversion paths. Which, serve to reduce the cost of customer acquisition over time.

The more useful and relevant your content is, the more it will scale as a viable option. These digital assets also last over time and you can update them continuously. The idea is to add value from the early stages of the buying process.

For example, a comparative article on home loans, a decorating guide. Employing SEO tactics to rank in search engines and landing pages to get the contact details of your potential customers.

Managing these leads will help you to provide timely follow-up to each prospect from the beginning to the end of their buying cycle. In this way, you can nurture your prospect base , monitor them, and identify when they are ready to buy and contact them.

As a result, you streamline the qualification process and accelerate your sales , embracing lead capture and tracking as an ongoing revenue-generating process.

2. Know in detail the actions that are working

Another advantage of inbound real estate marketing is that every action can be measured. From how many visits come to your website, registrations, qualified prospects, closings, nothing your teams do will go unnoticed.

This is achieved through a marketing and sales alignment, which provides constant feedback, helps to streamline tasks, save time and resources.

By using a tool like CRM to track each prospect during their buying cycle and every action taken by both teams, it is possible to optimize sales and customer acquisition tactics.

According to Hubspot, in companies where both areas are aligned, the commercial strategy is 3 times more effective.

3. The sales team works with clients who are worth spending time with

With real estate inbound marketing tactics such as lead nutrition, we optimize agent activities. Helping them identify which prospects are worth investing time with in a business process and which ones need to be incentivized to increase their interest.

This allows us to accomplish more, with fewer resources. Because your commercial team will be focused on the prospects that are most likely to close and not on chasing people who are not interested in your development.

In addition, when there is an alignment of objectives and teams, your real estate agents can provide feedback to the marketing area on the buyer persona profiles to improve customer acquisition.

Thus, sales work with qualified prospects who are ready to receive personalized information and, with whom, it is already possible to establish a contact. Even offer a guided tour or a mortgage loan to close the sale.

4. Sell in the different stages of the real estate cycle

Indeed, we all want to sell more and get customers, but it is necessary to do it profitably. How? With a unified strategy that integrates the different stages of the real estate cycle: Friends & Family, Pre-sale, Launch, Sale and Consolidation.

The key to achieving a good profitability of a real estate project is to generate enough pre-sales so that your first clients are investors in the project and shorten the consolidation times of the real estate development, so that the sale of the final 20% of the project does not eat up your profits.

In our experience with real estate developers, we have seen that a common mistake is wasting the most important asset of any company: the loyal customer base. That is why it is important to segment the contacts to determine who can act as investors in our new project in exchange for preferential conditions.

A real estate company must always consider medium and long-term marketing strategies, which allow generating constant demand not only for current development, but for future developments.

Focusing on attracting prospects constantly, an adequate segmentation and nutrition of the contact base, makes the pre-sale stages have a better result and, in the same way as those of sale and consolidation, do not depend on new development efforts, but from past efforts and / or other developments.

5. Analyze and optimize the sales process

Doing real estate marketing from an inbound approach helps you increase the profitability of your development, through tools that improve sales efficiency.

For example, you can take advantage of the installed base of customers, using the CRM to win the interest of the prospects and customize cross selling and up selling strategies. Since, it is more expensive to acquire a new customer than to increase the purchase volume of those who are already loyal to your brand.

Implementing inbound helps to increase the volume of income by improving the sales process and adding value to your prospects and clients, to earn their loyalty.

Do you want to improve the profitability of your development? Request a consultation to find out more about inbound real estate marketing or download our free guide.

Develop a proactive sales team

It goes from having salespeople who are spectators of the prospects’ buying process, to a sales team with the ability to anticipate future problems and needs of customers, capable of participating in and solving the problem.

What do your most successful salespeople do? Is it a product of their personality or are they activities that can be scalable and repeatable? How could you replicate these actions over and over again?

To develop a team of proactive salespeople, you need to pay more attention to the pre-sale stages. The closing, the amount of the project and the number of demonstrations that a salesperson performs, are indicators that you as a sales leader cannot control, focus on the ones that can.

For example, what questions did the salesperson ask in an exploratory stage? How many meetings has he held? How many emails has he sent? How did he present the value proposition?

Start documenting the best practices of the sales team , optimize actions that are not giving the best results, and share them.

Achieve flawless tactical execution

“Make things happen”

Once you’ve laid the groundwork and built a pipeline of consistent opportunities, the next step is to chart the path to your goal. We are talking about a sales plan .

Make a plan

An action plan must answer the following questions, in addition, these must be aligned with the activities that you can control:

  • When do I need to sell?
  • At what price point?
  • How many proposals do I need to quote?
  • How many demonstrations of value do I need to submit?
  • How many discovery appointments do I need to have?
  • How many conversations do I need to schedule?
  • Where can I schedule my appointments?
  • How many conversations do I need to have?

Dig a little deeper. These questions must be answered with specific actions, establishing on an annual, monthly and weekly basis.

  • When do I need to sell?
  • At what price point?
  • What billing periods?
  • Where can I have concessions?
  • How many proposals do I need to quote?
  • At what amounts?
  • How many demonstrations of value do I need to submit?
  • To whom?
  • How many discovery appointments do I need to have?
  • Where is my value proposition?
  • How many conversations do I need to schedule?
  • At what rate?
  • Where can I schedule my appointments?
  • How much can marketing land?
  • Where do I have my installed base of clients?
  • Where can I find referrals?
  • How many conversations do I need to have?
  • How many attempts a day?
  • How many emails per day?
  • How many calls?

When a salesperson is unclear about these actions, your role as a sales leader is to help him chart the route and adjust the plan if required.

Measure, repeat

By having greater visibility about the process, you have the ability to identify what actions are or are not, being effective, why, and act accordingly. If it is good to continue with the efforts, if it is bad, optimize it or change it.

How to do it? David Torres, Latam Sales Manager at skymarketing shares his best practices to lead a growth-oriented sales team or, how to be a better salesperson to increase your commercial performance.

As a business develops, as a sales team leader you need to implement a repeatable and scalable process so that eventual income becomes stable and predictable.

Increasing sales is not only the responsibility of the commercial organization, let’s talk about the role played by other departments that “are not sales.”

What is your value proposition for the sales team?

While closing sales is 100% the sellers’ responsibility, achieving business goals is a shared responsibility. In this sense, improving efficiency in B2B sales becomes a responsibility that belongs to each and every person in the company.

What do we mean? In order for the commercial team to invest their time in profitable clients, Marketing must attract quality prospects , in turn, customer service must cultivate the relationships created by salespeople, while Finance, how can they help to close more deals , with a higher margin?

These are just a few examples of the many ways you could add value to the seller. It is worth rethinking, what are the different departments of the company doing to help increase the closing of sales?

This guide shows you how adopting a system that streamlines processes can accelerate your company’s sales growth, create happy and profitable customers, and improve the performance of your sales team.


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