The True Essence of Digital Marketing in Dubai Real Estate

Digital Marketing brings about great evolution in the field of marketing and regardless of what industry the concept is interpreted, there is always room for innovation and creativity. Unfortunately, this concept is not well adopted by Dubai Real Estate in the recent times, and a Pied Piper (of Hamelin) approach has been followed by most of the digital marketers which is losing the true essence of Digital Marketing. Most marketers try to copy the concept of one another and sometimes unlawfully even disguise their artwork concepts to catch leads online which although works great for numbers but it is almost zero when it comes to conversion because of quality.

In the basics of marketing, it is taught that every product has its own unique selling proposition (USP) and thus has a different target audience, where one marketing strategy cannot be applied to all. The setback of not following this concept has brought about digital marketing to such a stage where almost the same advertisements are being exposed to same audience over and over again via social media, emails, SMS and online portals which dilutes the interest and confuses a genuine client to what should be opted for amidst this war of similar offerings around all digital channels. Additionally in this process there has been a huge wastage of resource occurred that could have been capitalized better if an optimal utilization approach was adopted. One of the major reason witnessed behind this scenario is the gap that exists between marketing team and their on-ground experience of real estate. Generally, the organizations when they outsource their marketing campaigns to external agencies the objective of both the parties are different where the organization intends to save cost for the marketing campaign and on the other hand the marketing agencies focus on generating more numbers in leads so they can argue on their next contract renewals. In the whole process the essence of advertising the USP of the property is deprived and instead of targeted marketing, the approach goes to mass marketing concept which then again goes against the literature of digital marketing. The only party happy in this scenario is the service provider that are Google and Facebook as their business earns more revenue as the competition gets intense and companies are willing to pay more for the same campaign.

The digital marketing especially social media, SEO and SEM works mainly on bidding structure for a certain set of audience, and of course the mightier bid wins the race, but a well experienced marketer would always opt for an optimal bidding strategy on a specific target segment which would reduce down the cost per qualified lead significantly and eventually would utilize the concept of digital marketing to the fullest. It is high time now that marketers and especially digital marketers should realize the full potential of digital marketing and bridge the gap between knowledge of Dubai Real Estate and marketing approach which would immediately provide better results. The second step includes researching on the appropriate target audience for a specific property and justifying the time spent on this research which would discriminate quality versus quantity at large.

The culprit of this situation cannot be solely blamed upon digital marketers, rather the industry leaders and deciding management have also contributed to a large extend where they have missed out on allocating the right resources at the right time on the right places. Firstly, it is highly suggested to conduct digital marketing in-house since the stakeholders involved in the campaign are many at times exposed to sensitive data of clients and an in-house marketing resource would be not only be focused more upon generating quality leads, but would abide by the values of the organization and would not put up fake or flashy ads which in the long run only results in wastage of monetary resources. Additionally, there should always be an experienced real estate personnel working closely with the marketing team to ensure the research and messages are appropriate and accurate. In the event that organization intends to outsource marketing campaigns, it is highly advised to allocate an experienced personnel as a point of contact for the agency who would not only monitor the progress but would work closely to devise campaigns and messages which only would ensure success in the long run.

Although, the current situation depicts not a very good picture for digital marketing in Real Estate, but if this Pied Piper approach is not followed and right tools are used by the right person with the right resources, there is still a lot to be extracted from the benefits of digital marketing.

Marketing Your Real Estate Investing Business – How To Become An Overnight Success Story

Real estate investing is not just about making real estate deals. Like any business, it is also about marketing yourself and your services. Marketing lets you find the people you can help and lets you uncover new opportunities as well. At least part of your business plan should involve promoting your business. Luckily for you, the Internet has made marketing much simpler and far less expensive than advertising has been in the past. If you want fast promotional opportunities that don’t cost a fortune, consider the following methods of promoting your company:

1) SEO. Search Engine Optimization (SEO) is actually a process to make any online content more easily found with search engines. It works very simply. When Internet users search for information online, they typically use internet search engines such as Google. They type specific words into the search engine and get pages of relevant search results. By including the keywords that your potential customers are most likely to search for in your own web sites and online articles, you can direct more traffic to your online presence.

2) Newsletters. You can create one or more newsletters online to promote your real estate investing business. Send these newsletters regularly and include plenty of relevant, useful information for your readers. Newsletters are wonderful because they remind potential customers about your business without being too pushy. If your newsletters are very good, your leads may forward your newsletter to friends and colleagues, bringing you more customers.

3) Blogs and feeder sites. Blogs are online journals that allow your potential customers to get to know you and your business. You can post your best articles on your blog or create more SEO content. Best of all, your blog can direct people to your web site. Feeder sites are small web sites – often only one page – that direct Internet users to your web site. These can be a great way to get more clicks to your page and therefore get you more traffic.

4) Web 2.0. Web 2.0 refers to the “new” generation of interactive web sites. These include social networking sites. Many people use these for social interaction, but they are also very useful for promoting a business.

5) Marketing and PR companies. While you will certainly want to promote your business on your own, you will also at some point want to hire the best professionals you can afford to get widespread exposure for your services.

If you want to promote your real estate investing business successfully, use several levels of promotion and marketing to get the best results.

To Massive Profits.

Real Estate Investing and Marketing – How to Screen Your Leads For Success

Regardless of whether you’re after short sales or ugly houses, making money in real estate investing begins with leads. Unless you’re just posting bandit signs and waiting for the phone to ring, you should have implemented some type of screening process to get the best possible leads landing on your desk (or calling on the phone).

The better you do at setting up your screening, the more time you’ll have, the less garbage calls you’ll field (which can be painful whether you’re doing it, or paying the bill to have it done), and the more you’ll only be working with potential deals – the dream of all real estate investors.

THE RULE: All leads are not equal, and all phone calls are not leads.

A successful marketing campaign is not one that generates a ton of phone calls. That’s actually just a ton of work. Work is different than business. You’ll find in your real estate investing that some marketing campaigns, like the yellow letter (yellow letters are explained below), will produce huge response rates, but also huge numbers of unqualified calls.

But, marketing in the real estate investing world isn’t only about response rates. We have a unique product which only appeals to a small percentage of sellers. We don’t want to talk to EVERY seller, just the right ones. The good news is that you can tweak the message of high response pieces like the yellow letter to provide exactly what we want…

OUR GOAL: To get as many non-deals to filter THEMSELVES out before we ever need to talk to them. Good marketing will allow people who don’t qualify to do the initial screening for you.

QUICK SIDENOTE TO NEWBIE INVESTORS: Don’t be afraid to lose leads… they’re only leads if they are willing AND able to do business with us. If, however, you want to take every last call to work on your skills talking to sellers… no problem… that’s perfectly OK… just plan on fixing your screening when you’re ready to focus on deals.

If you’re marketing to a demographic group (a bunch of people sharing some characteristic, like having expired listings or notices of default on their mortgages), you are starting the screening process by choosing what type of sellers (this works for buyers too) you want to market to.

From there, your marketing message (which can include the “piece” your sending, like a postcard, or the message you use on a recorded message or on your squeeze pages*) needs to include language to both further the prospect along if they qualify, and to allow the non-deals to disqualify and eliminate themselves.

(* Squeeze Pages are single page websites designed to screen, collect leads, and send them to you. They’re a cornerstone of real estate investing marketing – check out the resource box below for links to my Internet Marketing resources.)

Now, lets jump in to two real-life examples from my business, the post-it note and the yellow letter.

The “UGLY” Post-it Note

One of the things people know me for has been my prolific use of post-it notes. I didn’t invent the idea, but in the real estate investing world I’ve distributed more post-it notes than anybody, and I’ve tested the heck out of them..

The original post-it I used had a very effective, but generic message. It got us TONS of phone calls, and cost a mint for the call handling. Fortunately, the margins in real estate investing are high enough that it worked despite the “breakage” (a term for waste, in this case by having unqualified sellers calling).

There were deals for sure, but also a lot of sellers just looking to save a few bucks on Realtor commissions, or who had thought they had been specifically chosen, maybe because their house was so awesome and valuable (aren’t they all?).

I was specifically looking for houses in need of work to either rehab or flip to wholesale buyers. So I needed deep discounts and poorly maintained homes. Other callers would be wasting their time and mine. Real estate investing doesn’t pay by the hour, so this is less than ideal.

So here’s what I did. I added the following language to the post-it notes, creating what I call my “UGLY” Post-it:

P.S. If you want retail value, we’re not your guys. But, if you want someone to buy your house… (a list of benefits)… then we’re your guys. Contact us now… Can’t get much more to the point. If you want retail, don’t call us.

Why waste the time? Why deal with the uncomfortableness of telling them you want to pay 50 cents on the dollar or lease option their house subject to with no money down?

THE RESULT: It cut our calls in half, with no decrease in viable leads. This was huge, because I was paying a pretty high rate to a call center to process the leads… I only wanted to pay for actual leads, so this saved me a bunch, which means my Return On Investment (ROI) shot up. If you were taking the calls yourself, you just got a big chunk of your time back. Either way, a BIG win.

The Yellow Letter

The “yellow letter” is another top-performing marketing piece for real estate investing. The original yellow letter was created by investors John & Donna MacNeil, and later promoted by investing guru Ron LeGrand and others.

If you haven’t seen it, the yellow letter is a handwritten (or handwritten-looking) letter on yellow legal pad paper. It says something like “My wife Erin and I want to buy your house. Please call us at 555-1212.” If you haven’t seen it before, the yellow letter looks real enough to be creepy. And it does get a lot of calls… like:

* Upset people with bad tempers and foul mouths * Police calling on behalf of little old ladies * A random lead or two… and * Lots of people telling you that their house is NOT for sale

So, how to fix it? Easy… I just added the following to the end of the letter (before the signature and PS): If you don’t respond then I’ll assume your house is not for sale.

THE RESULT: Again, a HUGE drop off in calls, but not in leads. The yellow letter remains a top marketing tool for us, but now we don’t need to field the 70% of the calls who wanted to tell us that their house isn’t for sale.

If you want better efficiency with your time and you want to focus more on business than busy work, then start adding language to your marketing pieces to pre-screen the sellers who you are not going to be able to (or don’t want to) work with.

What Do Brand Touchpoints Mean in Real Estate Agent Marketing?

Recently, after talking to a group of professionals in the construction business, the local distributor of Tyvek handed my colleague his card. Among its many purposes, Tyvek is used to wrap buildings at construction sites. The card was itself made from Tyvek, which makes for a fun, tactile, brand-reinforcing experience. I don’t doubt that many conversations have started with, “wow – what’s that card made of?”

A business card is a specific example of a brand touchpoint, a place where your brand as a real estate agent and your target home buyers meet.

Experienced marketers often say “Everything Communicates.” That’s a broad concept, but brand touchpoints bring it down to reality. Everything, from your business card to your actual product or service, says something about your brand as a real estate agent – and it’s your job to know what it’s saying.

Effective marketers know that they have to be intentional about everything that they do. In other words, you have to decide what you want to known for before you brand yourself. A message is crafted about why you are the best choice for the home buyers you want to work with. The voice, personality, and look-and-feel have to be right. After that, you can express that message using all of the channels of communication available.

Those channels are your brand touchpoints. They can include advertising, marketing collateral materials, web site and stationery. Those are the obvious ones. The touchpoints you don’t think of, though, are the ones that are likely cause you problems. These are things like voicemail messages, phone manner (of everyone who answers the phone on your behalf) and the appearance of coworkers, car, or office.

To expand on this, you want to ensure that each of these touchpoints is actually building up the “know, like, and trust” factor with your ideal clients. If you want to be known for being extremely businesslike, then your voicemail should be very to-the-point and your dress more sophisticated. If you wish your brand to be more folksy, then your voicemail can include a more friendly or inspirational message, and your dress may be more casual.

The most important thing is consistency. You want each brand touchpoint to be reinforcing the same message. Don’t let hidden brand touchpoints ruin your real estate agent marketing. Remember that everything communicates. That abrupt voicemail message or dirty car could undo a lot of hard work.

Real Estate – Selling – The Long List of What to Include in Internet Marketing For Your Property

If you are selling real estate in any form then you need to know about internet marketing. Do not spend your time with marketing methods from the past. Do not deal with Realtors who are stuck using old marketing methods.

The marketing methods for today and tomorrow are on the internet. You need a web marketing strategy for any type of property you are trying to sell. If your Realtor doesn’t have one for your specific property, then you must get someone else to do it for you, or get a different Realtor.

Often I am asked what is included in when we do customized Total Web Marketing Strategies for real estate properties for sale.

Below is a sample list of the types of things we recommend you do for properties after creating a custom website apart from Realtor or FSBO websites.

Sample Custom Internet Marketing Plan

– Website Marketing

– Onpage Optimizing with Keywords

– Search Engine Optimization

– Search Engine Submissions (Over 200 search engines)

– Authority Sites Back Link Development

– Email Marketing Campaigns to Targeted Buyer Groups

– Automatic Followup System – Setup & Maintenance

– Custom Flyer Creation & Distribution

– Buyer Contact List Building

– Video Marketing of Your Property (20 online video sharing sites)

– Audio Marketing of Your Property (30 online audio sharing sites)

– Press Release Distributions

– Google Local Search Engines Setup & Optimization

– Creation and Promotion of a Listing on Google Search and Google Maps

– Local Internet Directory Submissions

– Blog Creation & Blog Postings

– Real Estate Forum Postings

– Social Account Creation

– Social Bookmarking Submissions

– Article Directory Submissions

– RSS Feed Submissions

– Content Management

– Website Content Writing

– Graphic Design

– Property Branding

– Online Promotions

– Pay Per Click Advertising Setup & Maintenance

– Podcast Production & Marketing

– Webpage Sales Copywriting

– Web Traffic Analytics Setup & Analysis to Determine Website Traffic Sources

– Ongoing Monitoring to Determine Most Effective Channels for Marketing Your Property