All companies seek the same thing as any company: get customers, sell, and make money.
The problem is that to do so, the vast majority are dedicated to looking for potential clients from anywhere. And if you try to get everyone’s attention, in the end you can’t get anyone’s attention in particular.
This also applies to real estate marketing. Advertising your portfolio of properties everywhere without knowing exactly who you are selling to ends up giving very poor results.
Because although you sell properties like all other real estate companies, the profile of those properties is very specific to your real estate agency.
Why do you need to know who your ideal customer is?
A real estate agency on the coast does not attract the same type of client as a real estate agency in the interior. Or luxury. Or low cost. Each of these businesses are in the same industry, but they work in completely different niches.
So, one of the most important questions you have to answer with your real estate marketing plan is: Who am I selling my houses to?
Knowing the profile of your ideal client gives you the bases to scale your sales and grow. If you publish your properties on portals , sell through your website , or promote yourself with social networks , it all starts with knowing exactly what your client wants.
By doing so, you can reduce your cost of acquisition (what you spend getting customers), a faster sales cycle, and less workload overall.
The perfect client
We all want to find that perfect customer. Surely you have ever had it in your real estate:
- Buy our floor with hardly any resistance.
- It is decided in a short time and with a single visit.
- You are happy with the transaction.
Almost every business has ever had a perfect customer, who arrives by a stroke of luck. That sale that stays in your head and makes you think what your work with clients like that would be like. Wouldn’t it be great if all sales were so easy?
In reality, a business can influence the luck it brings to star customers.
Top-selling agencies get lots of perfect clients every month. But it’s not about luck, it’s about strategy. Instead of sitting around waiting for clients of any kind (good, bad, worst), they dedicate themselves to doing real estate customer research.
How to find the perfect client for your real estate
So that you can find perfect clients, the first thing is that you know who they are.
In theory, anyone who wants to buy a house is a potential client for your real estate. But the key is to know what kind of people are the ones who will love your floors the most by far. Two things are true:
- Not all potential buyers are interested in your properties.
- Some buyers are more likely to close the sale than others.
There are several ways to do customer research, but one that usually works a lot in any business is the following process. This is true for almost any type of business, and that includes real estate companies:
Step 1: Use your existing customer base
The first thing is to take a look at your current clients. Surely you already know them and remember them because of how pleasant the sale was, or perhaps because they closed the purchase of a home in record time.
If in doubt, ask yourself the following question, what sale would I like to repeat
That’s the kind of sales you should be focusing on looking for. So make a list of those customers, and the sales you have closed with them.
This information can be captured anywhere (digital, paper …), but I recommend using an Excel sheet. Write down everything you consider relevant for your real estate market study:
- Spoken language.
- Purchase value
- Notable details
- House Specifications
Step 2: Group your star customers
Now you have to group your customers by similarities. If you have a varied portfolio of properties, you may also have several types of star clients.
You may have an elderly customer who does not mind paying more for good service, and on the other hand who is looking for great value for the money they pay. Both are perfect customers, but each has been for different reasons.
So group them based on the type of house they bought, or their profile. Above all, make sure there is a pattern within each group.
If you don’t have enough customers to group them this way, it’s okay – the goal is to find a starting point.
Step 3: Find out what makes them buy
When you have everything organized, now you have to analyze.
Make a list of the buying criteria of those customers. But the important thing is not to look at the specifications of the homes, but what the client really wants:
NO : The type of house you are looking for (chalet)
YES : A quiet place away from the center
NO : The size of the house and its bedrooms
YES : Space for your family and being able to host friends
NO : A private pool
YES : Privacy, have fun and your children can play
As you can see, your analysis goes beyond a simple property search. It is about knowing what the customer likes as a person, and also what they dislike. This is not easy – everyone is different and there are many factors to consider.
But if you can find a similar pattern for many of them, you probably have a good starting point on your hands.
Step 4: Take a survey
People don’t usually like surveys. They are tedious and you don’t get much in return.
But for your real estate, it is a very useful customer research tool. With them you can find out key information about your buyers, and help you replicate your best sales over and over again.
But to be listened to, you must know how to do the survey. You should make sure it is short and very easy to do, and also that it focuses on the client, not your business. It is also very important to know how to ask the questions:
- How did you find us?
- What do you like most about your new home?
- What would you like to improve or change?
A survey can help you obtain vital information to complete the puzzle, and better define the kind of customer you are looking for.
Step 5: put it to the test
Now you just have to test the conclusions you have drawn from your analysis.
Retouch your property portfolio: Experiment with better titles and descriptions, to better capture the attention of visitors when they see your ad on Tajarat properties or any other real estate portal.
Use different portals: Analyze if you are on the correct platforms, or if your star clients are likely to look for a house elsewhere.
Try new forms of real estate promotion : Portals are not everything, remember. It is also possible that there are other forms of advertising that are more profitable for you; it’s all a matter of testing.
Step 6: Refine your strategy
Lastly, remember that this is an ongoing process.
Large companies are constantly doing customer research, and you should pay the same attention to it. At the end of the day, it is the key to getting clients who close in less time, give less problems, and allow you to optimize the income of your real estate.
I recommend that you spend a little time analyzing your progress, making incremental improvements and seeing which sales channels work best.
Start doing real estate customer research
With this guide, you can start looking for your star customer.
Best of all, customer research works for all businesses. If you have something to sell, surely there is someone who wants to buy it. The key is to know where to make yourself known, and how to make the sale with the least possible effort.
And you, what strategy do you follow to find the perfect client?
How to create a real estate website that helps you sell more
Make your website a sales channel for your real estate.
Everybody has a website. Businesses use them to get more clients, individuals create them as a hobby … and real estate companies can use them to attract new clients.
After all, a website is one more sale channel
Having a proper page is very important for any real estate agency – to avoid depending on real estate portals, for example. Or to set up a real estate blog . All of these things make you sell more houses per year, and they help you create a brand that stands out from the rest.
So how can you create a real estate website? Let’s see it.
Why have a real estate website?
As time goes by, everything moves to the Internet.
Until recently, the procedures with the bank had to be done in the office, but now most banks offer you an app to work from anywhere.
The same with insurance companies. Or with the purchase of the supermarket.
The sale of flats is the same: before you had to go around the city to look for flats for sale and find real estate agents; now people prefer to stay at home and search directly from their smartphone or tablet.
So if you want to get clients, you need a good website.
On your website, you are in control
People tend to search mostly in the big real estate portals. Portals such as lahore smart city .They also do it on Google, but most searches are dominated by paid results from these portals.
This makes you have to resort to portals to prospect clients. And relying on a third party to sustain your business is a bad business decision.
For this reason, it is increasingly important to create a quality real estate website. A website that works on all mobile devices , that is designed to generate conversions, and that attracts Internet traffic. The strategy is to avoid depending only on real estate portals, to diversify your sales channels and be able to obtain more clients.
With a good online marketing strategy, you can get a potential buyer to land on your website through Google. But from there it depends on the quality of your website.
How to create a real estate website
There are many ways to set up a website for your agency.
You can use a content manager like WordPress to set up the website yourself, on a hosting of your choice. Or better yet, you can use real estate software that includes the website to make everything even easier.
Here is an analysis of each alternative:
Real estate websites with WordPress
WordPress is one of the most powerful web publishing platforms out there. It is by far the most widely used CMS in the world (it is used by approximately 30% of the entire Internet), and with it you can do anything – a blog, a community, a corporate website … and also a website for real estate.
There are also other alternatives to WordPress to publish on the web, such as Joomla or Drupal. But I only mention WordPress because it is the most complete and at the same time easy to use.
In my personal opinion, WordPress is extremely useful. It is such a flexible platform that it gives you the option to customize your website however you prefer. And since it is designed to cover all possible aspects of a web page, you can do everything.
WordPress also has a large community of developers, so there are answers to everything by searching Google – if you want to add some functionality or solve a technical problem, surely someone has already been through that.
The problem of doing it yourself
But from a business point of view, WordPress has serious maintenance problems.
The first one is that you need to do it all yourself , or depend on a developer to get it all up and running. That means that you will need a paid hosting (about € 20 / month), install a copy of WordPress, and configure everything. If you have an external developer or on your staff, things can be even more expensive.
The second problem is management. WordPress is very flexible, but it is also very generic. That means that it is not focused on being an efficient property manager for the day to day. The changes you make to your website are slow, tedious, and not very intuitive.
This is the WordPress admin. As you can see, there is nothing to update you on your property portfolio.
In other words, WordPress works fine – but there are better alternatives.
Web pages with real estate software
The other alternative to create your real estate website is to use real estate software like Vendomia.
Platforms of this type are especially oriented to the real estate world, so they are much more effective to publish your real estate website. They have only the options you need, they are much faster, and working with them is more bearable.
In addition, the web pages of a real estate software are much more optimized for the visitor. For example, with Vendomia we have managed to reach a loading speed of 1s (only one second), something that is very, very difficult for WordPress:
These types of improvements make your visitors stay longer on your website, looking for properties and requesting information. Which translates into sales.