Real estate professionals have their work cut out for them if they want to succeed in the Toronto real estate market.
Arguably, the biggest roadblock to success is the fact that the Toronto real estate industry is incredibly oversaturated.
To put this in perspective, The Canadian Real Estate Association has more than 125,000 members, and the Toronto Real Estate Board serves over 53,000 real estate brokers and salespersons in and around the GTA.
So, with this much competition, how do you differentiate yourself enough to rise above the rest and position yourself as the best realtor Toronto has to offer?
Simply put, if you’re going to make yourself known, you need a damn good digital marketing strategy.
I’ve helped many real estate agents to rebrand themselves and craft comprehensive marketing strategies, so I know what it takes to succeed.
No matter what industry you’re in, the most effective digital marketing strategies take a holistic approach that integrates many different marketing channels.
But if you’re a real estate professional, these are the elements that are going to work best for your strategy:
When you’re claiming to be the best realtor Toronto has to offer, you have to provide content that lives up to that title.
If you’re not putting out content that offers actionable advice, showcases your expertise, and portrays you as an authority in your area, no one’s going to take you seriously.
This kind of content can take on many forms, such as videos, virtual tours, podcasts, or blogs, but whatever it is, it has to be valuable to the audience you’re trying to reach.
Below, you’ll find some examples of the kind of content that’s going to be valuable to people who want to buy or sell real estate in Toronto.
PSR’s blog regularly posts great content, such as this article, offering advice to millennials on home ownership:
Another awesome example is Pick 5, a weekly video series focused on real estate in Toronto.
A survey from Demand Gen Report found that 51 per cent of buyers are now relying more on content when doing research to make buying decisions.
The survey also found that 47 per cent of buyers will look at three to five pieces of content before contacting a salesperson.
Why is this important?
Well, if your content provides valuable information that helps these people with their research, they’re going to be more inclined to work with you.
Consistently creating valuable content is great for providing value to your audience, but it can also help you become more visible on search engines.
Great content can boost your SEO in several ways, such as enticing people to spend more time on your website or inspiring them to share your content.
A survey from Placester asked hundreds of real estate professionals about their approach to digital marketing.
When realtors were asked what SEO task they intend to focus on most, the number one answer was developing new types of content.
There are also many other SEO tactics you should be focusing on that will help you to climb the search engine results.
Injecting the right keywords into your content can bring more traffic to your website, citations can improve your local search ranking and make it easier for potential clients to find you, and getting engagement on social media also has SEO benefits.
Which brings me to my next point.
Are you a real estate professional in need of a digital marketing strategy? Check out our Real Estate Marketing page for more information.
Even though Google swears up and down that social media isn’t a direct ranking factor, social signals, such as likes, shares, and followers, have been shown to have a positive effect on SEO.
For instance, if people are sharing your content on social media, more people are going to see it, and if more people see it, you’re more likely to get backlinks, which are a direct ranking factor.
A study from HubSpot found a positive correlation between tweets and links.
The study also found a positive correlation between Facebook shares and links.
Social media can also help you to build a following, as well as improve your reputation and establish trust by interacting with those followers and providing them with valuable content.
But let’s not forget about advertising. With billions of active users and a massive amount of user data, social media platforms allow you to target whatever audience you’re trying to reach.
The Placester survey I referenced above also asked realtors what marketing activity they really want to try, and the number one answer was making better use of social media channels.
The survey also asked realtors what ad channel they want to use, and more than half of respondents said they want to advertise on Facebook.
All the other elements of your digital marketing strategy are important to your success, but it’s through your website that most people are going to find you.
Because when Torontonians are looking for a realtor, most of them are just going to go on Google and search for one.
But if your website’s buried on page ten of the search results, then chances are nobody’s going to be able to find you.
And if your website performs poorly or provides nothing of value, even if they do find you, most of them are going to leave your site within a matter of seconds.
So, if you want to be successful in the Toronto real estate industry, you need a website that provides a great experience for visitors by offering valuable content, loading quickly, looking beautiful, and performing properly on any device.
With more than half of web traffic coming from mobile devices, having a responsive, mobile-friendly website is crucial to your success.
And if you’re still not sure what I mean by responsive and mobile-friendly, check out the example below.
Here’s what The Best Media’s home page looks like on a desktop computer:
And here’s what it looks like on an iPad:
See how it adapts to screens of all different sizes?
This is what I mean by responsive and mobile-friendly.
The website responds appropriately to each device, and it’s friendly to mobile users because it provides a great user experience no matter what device you’re using to access it.
Have any of these elements helped you to craft your marketing strategy? Leave a comment and let us know.