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Deluxe’s guide to online marketing for the real estate industry [PLAYBOOK]

by Amber Humphrey
Amber Humphrey

Traditional forms of real estate marketing don’t have the same impact they once did. With a staggering 92 percent of home buyers searching online before they buy, it’s clear the future of the industry is digital.

But reaching those prospects online isn’t as simple as promoting your business on real estate listing sites like Zillow and Trulia. To attract new clients and gain an edge in the digital landscape, you have to develop a strategy that encompasses multiple online marketing channels and techniques.

Leverage today’s digital marketing tools to reach people in the market looking to buy, sell or lease. This succinct Real Estate Industry Playbook provides a three-step approach to building your real estate business online, focusing on your online identity, your online presence and your online personality.

Establish an online identity

Did you know 70 percent of buyers and 75 percent of sellers found their real estate agent on the internet?

Now that most buyers and sellers begin their home or property searches on the web, it’s more important than ever to grow your online presence. When they search, prospects want to know about your company’s specialties, certifications, personality and what they can expect if they decide to work with you. As the foundation of your online identity, your logo and website can help answer these questions and provide your business with the kind of digital curb appeal that will entice new clients.

The guide explains:

  • How to build brand equity with a professionally designed logo
  • The five requirements for a powerful real estate logo
  • How to maximize your online identity with a professional website

Attract clients through search engines and online listings

Did you know nearly 65 percent of internet users click on the first three results in a search engine listing?

With so many other realtors, property managers, appraisers and brokers all vying for the same clients, it’s crucial your company doesn’t get lost in the shuffle. Search engine optimization (SEO), pay-per-click (PPC) advertising and online directory listings make it possible for people to find you on the web. SEO and PPC help you stay competitive by improving your search rankings while directories like Yelp, Foursquare and Yahoo Local further increase your online presence, maximizing your business’s visibility.

Our real estate guide explains:

  • How to improve your SEO rankings
  • The benefits of PPC advertising
  • How to increase your online visibility with directory listings

Leverage your client base to win referrals using social media and email marketing

Did you know 74 percent of home sellers use social media to find a real estate agent?

As you know, in the real estate industry, your work with a client doesn’t end when the sale has been made. Because nearly half of all sellers choose their representative agent based on a referral from a friend or relative, it’s critical that you’re remembered months or even years in the future. Social media and email marketing are both great ways to stay engaged with past clients and build top-of-mind awareness. If your messages are consistent and relevant, and provide readers with valuable content, you can use those channels to turn your client base into ambassadors who spread the word about your services.

Our guide explains:

  • How to develop a robust social media strategy
  • The basics of Facebook advertising 
  • Email marketing best practices

If you haven’t employed these tactics or if previous efforts have failed to deliver an adequate return on investment, download the Deluxe Guide to Online Marketing and Promotion for the Real Estate Industry, and get your marketing efforts on track.

Ready to renovate your digital presence? Get started with our online marketing and promotion guide.

Download the eBook

(It’s free!)


6 Twitter chats every small business should join

by Amber Humphrey
Amber Humphrey

Looking for ways to grow your business’s audience on Twitter? Try joining a Twitter chat. As a participant, you’ll have the opportunity to network with other small business owners and industry experts while discussing topics that will help your company grow.

During a Twitter chat, a group of Twitter users discusses a topic using a specific hashtag. A moderator will typically pose questions to participants or facilitate a Q&A with an influencer or subject matter expert. Anyone who’s interested in the topic can join the conversation at the designated day and time. To participate, all you need to do is create a Twitter account and include the chat’s hashtag in your replies to the conversation. You can share any insights that you have on the subject, learn from others and ideally start building relationships with other users.

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A guide to advanced Facebook Insights: Analytics and actions

In our recent post, we explained how Facebook’s Page Insights offers free, user-friendly data that can help you pinpoint the strengths and weaknesses of your Facebook marketing campaign.

Here, we’ll cover directions for accessing some of the more advanced data available through that program and offer suggestions for turning it into valuable actions for your small business.  

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Dealing with a social media slip-up

by John Habib
John Habib

Dealing with a Social Media Slip up

McDonald’s recently found itself with Egg McMuffin on its face when its Twitter account “went rogue” and sent a derisive tweet to Donald Trump. Was it a hacking, a disgruntled employee, a new corporate policy? The offending tweet was quickly deleted, and the company explained its account had been compromised. But because they’re McDonald’s, with more than 150,000 followers, the Hamburgling of their social media account instantly made news.

The fast food chain’s social snafu may have sent shivers down the spine of any business owner using or considering Twitter, Facebook and other social platforms. What if a post meant for your personal account finds its way to your business page? Or what if you accidentally announce a special sale for the wrong day, say something offensive or momentarily forget basic spelling and grammar?

Mistakes happen. In case they happen to you, here’s our guide to handling a social media slip-up.

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How much should professional social media management cost?

by John Habib
John Habib

Businesses of every size know that ignoring social media in 2017 is detrimental to the bottom line, particularly when nearly eight in 10 adults who use the internet are also on Facebook. Fortunately, it’s never too late to jump into social media; we’ve covered lots of ways to make social media benefit your business, and how to take advantage of Facebook Ads.

That said, keeping up with Facebook, Twitter, Pinterest, LinkedIn and other social platforms can be a full-time job. No matter how adept you are at multitasking and wearing multiple hats, sometimes you simply don’t have the time or resources to dedicate to social media in a way that maximizes the impact for your business. In that case, outsourcing your social media management is often a smart strategy. But how much should it cost?

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Are your posts paying off? Facebook’s Page Insights 101 for small business


Is your business regularly posting to Facebook with no clear idea of whether doing so is worth the time and energy invested? If so, you’re not alone.

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Turn your Facebook URL into a free vanity name — in one minute

If you’ve established a Facebook page for your business and have never gone back to turn the URL into something more memorable, now would be a good time.

Once any page reaches 25 “Likes,” Facebook allows the administrator to remove the clutter of numbers at the end to condense your web address into something memorable — i.e., a vanity URL or username. That will make it a more useful promotional tool for your business, since research shows people are better able to remember meaningful words than number sequences.

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Social Media 101: Managing your social media presence

by Ria Boyce
Ria Boyce

social-media-presenceLikes and snaps and tweets…oh my! Managing social media can seem overwhelming at times. How do you know you’re taking all the right steps for your business when it comes to social media management?

Don’t panic! We have a social media sanity check to help take the stress out of social.

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How to Build Your First Facebook Ad Campaign, Step-by-Step

You have a company Facebook page. You regularly post content. You’ve built an audience, but your fan count and engagement has plateaued. If this sounds like you, you might be ready to take the next step in social media marketing by experimenting with a Facebook Ad campaign. Facebook Ads are a cost-effective way to reach highly targeted audiences likely to benefit from your products and services. Let’s begin with step-by-step instructions on how to get started. 

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