Where to start when building a real estate marketing strategy?

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Know your market well
To develop an effective marketing strategy , it is essential to start with a thorough knowledge of the purchasing habits on the market. This can involve a detailed analysis of current trends , whether in general or even more "local". It is also essential to define your targets in advance by identifying them precisely.

To target effectively , you have the possibility to take into account many criteria such as age, income, geographic location or even the needs of the various buyers or tenants. For example, some people will only be interested in houses and not apartments.

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Define your positioning
Once the purchasing habits of your target customers have been analyzed, it is time to look at your marketing positioning . This corresponds to the place that your company will occupy in relation to your competitors, particularly in the minds of customers. Your positioning plays a large part in the first impression , conversion or even the loyalty of existing customers. Several types of positioning are possible to implement .


You can position yourself in relation to the advantages of your properties, their quality, their price, their superiority over certain competitors or even the values ​​of the company. A clear positioning that differentiates you from other agencies gives you the opportunity to stand out in a very competitive market. You must therefore be effective in order to capture the attention of potential buyers , but also to strengthen your credibility on the market .

Set clear goals
It is also important for you to establish clear and consistent objectives in relation to your real estate marketing strategy . You can favor the SMART method (Specific, Measurable, Achievable, Realistic, Time-based) which is very useful for setting and monitoring achievable and effective objectives . You must then take into account elements such as your target , your resources used , your budget or even the schedule to be put in place.

For example, you might consider increasing your website visits by 30% in one year through a more impactful marketing strategy . This will allow you to attract quality potential customers. If we follow the SMART method for this case:

Specific : Increase traffic to the company's website by attracting quality visitors;
Measurable : Achieve a 30% increase in total site visits;
Achievable : This objective is achievable by implementing a better marketing strategy, in particular through certain actions (SEO optimization, content creation, advertising campaigns, etc.);
Realistic : This goal is realistic based on current resources (marketing budget, dedicated team, analysis tools, etc.);
Timely : Achieve this increase within 12 months.
By establishing your objectives well, you ensure better management of your marketing actions and optimize the chances of achieving these same objectives .