Technology is transforming how businesses across all verticals are run today. Long-established companies are seeing new players come onto the scene and disrupt their entire industry through innovative use of technology. These upstarts are also succeeding because they leverage the power of digital strategy to create strong connections with their customers.
Unlike many industries today, the real estate industry has been around for centuries. It’s not surprising that old paper-based processes still dominate this traditional field, and real estate firms have been slow to digitize them.
In the modern era, real estate continues to thrive through its traditional “high-touch” approach to sales that heavily relies on building relationship-based client networks. On the residential side of the business, a home buyer or seller’s relationship with their realtor is a critical aspect of an often highly personal experience. On the commercial side, agents build close partnerships with diverse industry players in order to navigate the complexities of commercial property deals.
Like other industries, real estate is not immune from disruption. In recent years, companies like Zillow and Trulia have leveraged new technologies in an attempt to change the way properties are discovered, bought, and sold. No doubt other startups will emerge with new innovations that will further push the industry.
However, a new trend in real estate marketing offers some tough competition for these newcomers. High-touch practices paired with high-tech marketing delivers a sophisticated new client experience to the market. Some progressive firms are dramatically changing the face of real estate online by using the latest website technologies to engage clients and generate leads.
Marketing properties is highly visual, and the website format is ideally suited to producing an elegant property showcase. Simple property listings and static PDF flyers are being replaced with beautiful, interactive websites for individual properties. These sites feature a rich presentation, including video, 3D fly-throughs, embedded maps, local area content, and other marketing assets. Other marketing models are also emerging, such as full websites for individual agents, specialist teams, branch offices, charity work, and other uses.
In a nutshell, a sophisticated online experience followed by a high-touch sales experience enables real estate firms to deliver exceptional service to their clients, partners, and communities. Not only does a beautifully designed, modern website distinguish a realtor or firm from the competition, it can also help close deals.
For those companies who have yet to go digital, it can seem like a daunting task. If you are a real estate leader, how can you develop a website marketing strategy for your firm?
Our latest eBook, Real Estate Marketing in a Digital World, will help you bridge the seemingly great divide between traditional and modern real estate marketing. You’ll learn the true value of the website medium to real estate firms and the website technologies that can best support your strategy. You’ll come away with a better understanding of how tap the potential of the web to transform your business—and that’s what digital transformation is all about.
Download the eBook >