Razones para implementar el Inbound Marketing Inmobiliario

El mundo del marketing digital ha cambiado la forma en la que hacemos negocios y un mercado tan competitivo como es el mercado inmobiliario no iba a ser menos.

Con la introducción de Internet y las redes sociales en nuestras vidas, esta competitividad ha aumentado aunque el uso que la mayoría de agencias inmobiliarias están haciendo de ellas no es del todo óptimo.

Esto deja dos escenarios:

  • El marketing online te puede ayudar a crear una marca referente en Internet y estar presente en la mente de muchos posibles compradores
  • Puede hacer que te pierdas en un mar de agencias inmobiliarias que ofrecen servicios e inmuebles similares al tuyo.

Por ello es interesante aplicar estrategias como el Inbound Marketing Inmobiliario con el fin de generar una autoridad en el sector.

Para las agencias inmobiliarias ofrecer un excelente asesoramiento inmobiliario es algo crucial para posicionarse en el mercado, pero de nada sirve tener un buen servicio si no estás bien situado en Internet y nadie te conoce.

Si un posible cliente busca en Google inmobiliarias en tu zona y tu no apareces, se irá a la competencia y no tendrás la posibilidad de demostrar lo que vales. Veamos las razones por las que es recomendable implementar el Inbound Marketing en tu inmobiliaria.

1. Reducción de costes en publicidad

La publicidad tradicional ya no funciona (portales inmobiliarios masificados, carteles publicitarios que nadie ve, anuncios en la radio que pocos clientes interesados escuchan, etc.) por lo que el marketing digital al ser mucho más segmentado es mucho más económico.

Adicional a esto, el Inbound Marketing Inmobiliario o marketing de contenidos para inmobiliaria, se presenta como la opción más rentable a largo plazo en cuanto a costes de publicidad.

Esto se debe a que cuando publicamos un contenido de valor en nuestro blog y logra posicionarse en los resultados de búsqueda, es mas facil que un cliente entre en él para informase y ese visitante tiene mas probabilidades de tener una intención de compra por lo que es un posible cliente potencial.

Al estar ayudándole con esa información, nuestra agencia inmobiliaria está quedando presente en la mente de ese visitante y te reconocerá en posibles anuncios online o físicos en un futuro, por lo que tiene mucha más posibilidad de acabar convirtiéndose en cliente.

Con una buena estrategia de inbound marketing lograremos a largo plazo una mayor rentabilidad y atracción de clientes sin necesidad de invertir en publicidad pagada todo el tiempo.

2. Captación de clientes cualificados

Cómo ya hemos mencionado anteriormente, a través de esta estrategia los clientes acuden a tu web por si mismos y debido a la información que están visitando son clientes realmente interesados en los que tu ofreces, es decir, son posibles clientes cualificados.

Una buena estrategia a la hora de aplicar Inbound Marketing es la de intentar captar los datos del cliente antes de que se vayan de tu web una vez consumida la información que estaban buscando.

Existen diferentes formas de llevar esto a cabo. Una de ellas puede ser introducir un formulario al inicio o al final del articulo, o una que funciona muy bien es crear un pop-up con dicho formulario cuando realicen una acción específica como permanecer en la página durante X segundos o al intentar abandonar la página una vez leído el artículo.

Para ello es interesante que le ofrezcas algo a cambio de sus datos como puede ser información de valor a través de tu newsletter o un ebook o guía que le ayude con algo en concreto si está buscando comprar o vender un inmueble.

De esta forma empezarás una relación con tu posible cliente para pasar por un proceso de maduración y una posible compra/venta futura.

3. Conseguir reconocimiento

Una vez conseguido ese primer paso de captar al posible cliente, ahora es momento de mantenerlos en tu embudo de ventas y otorgarle valor para mantenerte en su memoria durante el tiempo que sea necesario.

Para ello puede seguir ofreciéndole contenidos de tu blog que puedan serle de ayuda para su proceso de compra o venta de su vivienda. Con esto conseguirás generarle confianza y mantener su interés en tu marca.

De esta misma forma y con el aumento de posibles clientes interesados, aumentarás la autoridad de tu web en Google y gracias al tráfico orgánico y al tráfico inducido de los clientes que mandas a visitar tu blog, tu web subirá posiciones y conseguirás que aparezca de las primeras.

4. Logro de los objetivos

Gracias a las los resultados que te ofrece las diferentes estrategias de Inbound Marketing Inmobiliario podrás hacer crecer tu inmobiliaria y ser una marca reconocida en el sector.

Para ello es necesario realizar un seguimiento correcto de la actividad de tus clientes, los resultados de las campañas publicitarias, análisis de tu web, etc.

Es muy importante que tengas claros los objetivos que quieres conseguir. Para establecer estos objetivos de forma inteligente, una buena opción es seguir el modelo IC-DV desarrollado por PubliMoov para conseguir los mejores resultados.

En este artículo tan solo hemos visto una pequeña recopilación de los motivos por lo que deberías empezar a crear una estrategia de Inbound Marketing para tu inmobiliaria.

Te recomendamos pedir consejo a nuestro equipo creativo para armar en detalle tu estrategia de Inbound Marketing Inmobiliario.

 

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