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Digital marketing is marketing that appears online and is accessible through computers, laptops, mobile phones, tablets, and other devices people use.

Whereas traditional marketing focuses on billboards, print magazines, and mailings, various digital marketing formats may include social media posts, paid ads, display ads, search engine marketing, video, and more.

Digital marketing is typically separated into two categories: organic marketing and inorganic marketing, also known as paid ads. Here are examples of each:

  • Organic: May include blog posts, email newsletters, unpaid social media content, keyword targeting, backlinking, video content, etc.
  • Inorganic: Any piece of content or ad that is paid for, such as paid search engine ads, paid social media posts, video ads, sponsored posts, etc.

While organic advertising aims to direct traffic to your brand or website over time, paid advertising aims to reach your target audience and quickly convert leads. You can measure your success with inorganic or paid marketing by generating high conversion rates and impressions, as well as return on ad spending (ROAS), or how much revenue you make for every dollar spent on advertising.

Regardless of the organic or inorganic digital advertising tools you use, digital marketing is possibly the most crucial component of your marketing strategy in the digital age.

The Benefits of Digital Marketing

According to the Office of National Statistics (ONS), 92% of adults used the internet in the United Kingdom in 2020. In particular, London had the highest internet usage at 95% compared to other UK regions.

In an era when people are regularly connected through their devices, digital marketing comes with many advantages, including:

  • The ability to grow your market reach based on geographic location.
  • Offering a more cost-effective strategy than print marketing that quickly reaches your target audience.
  • The availability of soft1ware and platforms to effectively monitor results.
  • The ability to collect consumer information and personalize ads to your target audience.
  • Allows for easy, direct communication and conversions with consumers.

For example, a solid digital marketing strategy in real estate can encourage strong connections with buyers and generate actual, localized real estate leads for whatever homes you are selling.

From videos to photos and even social media ad campaigns, you can open doors for people to reach out to you with questions regarding different properties and generate a reputable name for your brand.

5 Types of Digital Marketing

You can employ several channels as part of your digital marketing strategy. Here are five of the most popular methods.

1. Search Engine Optimization

Search engine optimization (SEO) is a technique used to improve the appearance and rankings of web pages in search engine results. People typically discover online content through organic searches, which is why developing an SEO strategy is crucial for driving traffic to your website.

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SEO requires some research to figure out what factors will help you achieve higher rankings. Some of these factors include the quality of your content, user engagement, whether your website is mobile-friendly, and the amount and quality of inbound links to your page.

Even with the correct information in front of you, it’s hard to predict the best way to approach SEO. Google, for example, tends to change its algorithm frequently.

Various tools are available to monitor your web page’s performance, allowing you to adjust your SEO strategy as needed.

2. Content Marketing

You should apply SEO to your content marketing strategy based on what matters most to your target audience.

Content marketing should include various digital and written materials, such as a blog or other forms of copy, video, graphics and photographs, podcasts, infographics, testimonials, ebooks, and market reports.

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By employing proper writing practices for the web and creating accessible, free, and visually appealing content, content marketing aims to generate leads that convert customers. Most importantly, content marketing works on a global scale – and several statistics prove it:

There is a lot of work that goes into creating good content. Marketers need to write and adjust content to rank high in search engines, in addition to engaging potential customers and encouraging them to read, share, and interact with your brand.

3. Social Media Marketing

There are currently 3.96 billion social media users, with that number expected to increase to 4.41 billion by 2025. 

Social media marketing allows marketers to actively communicate with consumers in an online forum while generating traffic and brand awareness. One survey even showed that 25.6% of UK-based digital marketers felt social media was the most successful marketing tool in 2020. 

Some of the most well-known social media platforms include Facebook, Instagram, Twitter, Pinterest, LinkedIn, and YouTube.

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One of the perks of using social media is its engagement metrics that measure how well you reach your target audience. Social media engagement metrics measure interactions through likes, comments, saves, video watch times, click-throughs, and shares.

Marketers who use social media may choose not to include direct purchases of services and products as part of their end goal. Instead, social media is an excellent way for marketers to start conversations with consumers and disseminate information.

4. Pay-Per-Click Marketing

Pay-per-click (PPC) advertising is when you advertise on a platform and pay the host every time a user clicks on your ad. To get your ad seen and appearing on the search engine results page (SERP), it needs to meet the following criteria:

  • Use of relevant keywords
  • Quality advertisement
  • A landing page that encourages users to subscribe to emails, buy a product, etc.

Bid amount for digital ad inventory that is bought and sold in real-time

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The goal of PPC campaigns is to make consumer conversions that are either transactional or non-transactional. For example, a PPC ad may take users to a landing page of a particular product. If the user purchases the product, it’s transactional. However, users may also be prompted to sign up for a mailing list, which is non-transactional.

Throughout 2020, the UK spent about £16.47 billion on digital advertising and had the highest digital advertising spending in Europe in 2019.

5. Email Marketing

Marketing specialists shouldn’t overlook email campaigns when developing a digital marketing strategy. However, for as crucial of a tool as it is, making sure your emails reach inboxes requires a bit of work.

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Including a call-to-action on your web page will prompt users to sign up for emails. Typical components of an opt-in list include:

  • Customizing the content in the subject line and body of the email.
  • Clarifying the types of emails subscribers will receive.
  • A visible unsubscribe button and a combination of transactional and content-focused emails.

According to surveys, 64% of small businesses execute email campaigns as part of their digital marketing strategy, and over 20% of emails are opened within the first hour of being received. This is good to know if you’re trying to convert leads into customers.

For example, in 2020, UK marketers suggested that email marketing resulted in a return of investment (ROI) of £35.41 for every £1 spent. That amount increased to £42.24 the following year.

It’s important to remember best practices when adding email campaigns to your digital marketing strategy. Try not to inundate your customers with too many emails in a week and utilize marketing automation platforms that allow you to segment and schedule your emails more effectively.

If your estate agency uses a CRM, commonly these tools help with email distribution and tracking


Digital Marketing Generates Real Estate Opportunities

While digital marketing should be at the forefront of any business’s marketing strategy, it can create ample opportunities for realtors and landlords to connect with buyers and renters. By leveraging new technology and adapting to the times, you can stay ahead of the competition and deliver personalized messaging and outreach.

Finding ways to incorporate the digital marketing strategies mentioned above can enable you to stay in touch with followers, enhance your growth, and ensure consumers get the information they need.

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