You have a brilliant real estate idea that you feel would help change the industry landscape and make lives easier for experienced property owners and first-time homebuyers.
It’s guaranteed to make waves and change the course of real estate history.
So, what should you do about it?
Whether your ideas are amazing and groundbreaking but without the medium of communication to share it to the public, those ideas will never take off and never even see the light of day.
This is where your real estate website comes in.
Real estate is a highly competitive arena
Let’s face it, you do not get to stand a chance in boosting your real estate business without a good website to showcase your expertise, authority, and professional identity before the ever-growing online market community.
All the more important at this day and age of the Coronavirus pandemic where most people rely on the internet for anything and everything from shopping for groceries, purchasing necessities, ordering quick meals, etc.
In the real estate industry, with people advised to stay at home, they turn to the internet to peek into the world outside the confines of their homes with technology making it even more convenient and easy to do the things that we traditionally do.
Understanding the need for a Go-To-Market Strategy
A Go-To-Market Strategy (GTMS) generally outlines plans and steps to foster success and growth in a new market setting or customer base.
This is similar to a marketing strategy only that it is highly focused on a carefully selected product and audience.
The GTMS is not a one-size-fits-all strategy. It is highly effective when a new product is being brought to the market or re-launching an existing brand.
This strategy is effective when it is integrated and linked with your business plan and must be completely customised and patterned to your target audience and niche industry.
The key pillars of GTMS
It is important to understand the key elements of your GTM strategy;
WHY
It must answer the question of why you are launching the product. It’s the Why that matters to people when you offer to sell your products- this needs to be unique to your brand and product.
As you work on this element, ask yourself the following questions.
Why is your service or product important? Why do you want to provide a solution to this problem?
Answering these questions will help you set your long-term goals for your real estate business and needs to be reflected in your online presence.
Along with your planning stage for your long-term goals are the ingredients you need to consider when developing your brand and image, such as the brand you want to build and nurture, your success targets within the next three to five years, and your short-term goals to help you achieve it.
As you integrate all these ingredients for your planning and targeting strategies, consider the following key elements to help you such as;
Providing a value proposition
These are the values you provide to your audience and customers- one that will make them decide to buy from you and not from your competitors.
Positioning your brand and business
You do this to provide options that will make people consider your offerings and buy from you. Is your product the most innovative ones in the market? Is it more affordable compared to your competition? Will they get the best value from it?
This is the point where you need to know and understand your competitors and how they position themselves in the market. What are the strong ones doing and the weak ones doing incorrectly? Are your products or services priced accordingly?
Getting your messages across
This is how you package your message to your audience and share to them how you are providing a solution to their problem.
Now that you have laid down all of these- your goals, your value proposition, your positioning, and your messaging- you’re ready to move on and answer the next question.
WHO
Know the audience you are selling to. This means that you identify them by creating buyer personas that are representations of your ideal customers based on quantifiable data and market research. An important consideration when creating these buyer personas are demographics, motivations, behaviour patterns, and goals.
Next, you develop their buyer’s journey basing on their needs and the solutions that you are offering them.
There are generally three stages; awareness, consideration, and decision.
HOW
This is the third stage of your plan and determined how you develop your GTM strategy. There are two types of methods that you can adopt;
Inbound, which is how buyers find out about your products or services online through your marketing drives and they contact you.
Outbound is when you establish your contact with a lead through sending emails, phone calls, or social media lead generation forms.
Effective tactics for GTMS
It is critical that you launch your GTM strategy effectively and here are some noteworthy tactics to help you make the most out of it.
Invest in SEO
Search engine optimisation must be a top priority when you need to take your products or services online. There’s no doubt about it.
Here’s why. 85% of people Google products online when making their shopping choices and the same goes with B2B buyers where 61% of them follow the same process using search engines.
With SEO helping you build your visibility and rankings, you have every reason to leverage it to boost your business and generate good ROI.
Optimise your social media networks
Social media is not exempt from SEO as social network platforms such as Facebook and Instagram have developed tools to simplify the search for content in its pages for users.
Optimise for mobile
With 57% of search traffic coming from mobile devices, you’d be foolish to make the mistake of missing out on it.