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Marketing inmobiliario: qué es y cómo están cambiando las estrategias. Saltar al contenido Todos, en algún momento, hemos pasado o pasaremos por el proceso de buscar vivienda. Comprar, vender, alquilar… el público es variado y la competencia feroz. Y de dar respuesta a todos ellos, se encarga el sector inmobiliario. ¿Qué estrategias se pueden seguir para diferenciarse? ¿Cómo está cambiando el mercado y la manera de atraer clientes? Veremos dónde está buscando la gente y cómo llegar a ella. Tanto si eres parte activa del sector como si solo lo has sido en momentos puntuales, presta atención porque esto te va a interesar. Hoy nos vamos al ladrillo, cómo se vende y alquila, hoy… hablamos de marketing inmobiliario .
¿Qué es el marketing inmobiliario? El conjunto de acciones de marketing dirigidas, por un lado, a la captación de bienes inmuebles idóneos para su venta y, por otro lado, a la atracción de potenciales compradores o arrendatarios de los mismos. Ha sido un sector, por defecto, muy tradicional. Mientras que muchas agencias conservan un aroma a rancio otras muchas han hecho aparición con técnicas rompedoras. Estamos pasando de los sencillos carteles de «SE VENDE» a técnicas de marketing inmobiliario de guerrilla y a marketing inmobiliario en Internet. Además, la forma de buscar ha cambiado, el 81% de los compradores usan Internet como fuente de información . El paseo de agencia en agencia o la búsqueda a pie de calle se han cambiado por Google y las plataformas online. Veamos qué se ha estado haciendo hasta ahora y cómo están cambiando las cosas, seguimos buscando piso, ¿lo encontraremos?
Estrategias de marketing inmobiliario Para facilitar el análisis dividiremos las posibles estrategias entre online y offline , aunque el ideal sería la combinación de ambas.
Marketing inmobiliario offline La forma tradicional de publicitarse en el sector de compra-venta y alquiler de inmuebles ha sido el outbound marketing . Se trata de una forma de publicidad unidireccional en la que ofreces una información a alguien que no la ha pedido. Algunas formas habituales son:
Buzoneo: seguro que casi a diario recibes publicidad de agencias inmobiliarias.Folletos en coches : un poco menos intrusiva que el buzoneo. Al igual que el buzoneo se basa solo en una segmentación geográfica básica.Publicidad estática : en autobuses, paneles publicitarios, marquesinas…Prensa: cada vez se utiliza más para promocionar acciones de marketing y no servicios. Además de estas acciones, cada vez es más frecuente la organización de ferias y eventos inmobiliarios . De este modo, sabemos que la gente que acude tiene un interés real en la adquisición o alquiler de un inmueble.
Marketing inmobiliario online Los nuevos patrones de búsqueda de pisos en Internet implican un reto para las agencias inmobiliarias porque han de adaptarse a las nuevas maneras de acceder a la información de la gente. Como anécdota, te puedo contar que ayer estuve en el teatro y la pareja sentada delante de mí dedicó los 15 minutos del descanso para navegar por páginas de compra-venta de pisos. La tendencia es imparable, veamos qué estrategias de marketing inmobiliario digital puede aplicar una agencia:
SEO : imagínate una agencia que sale en primera posición cuando la gente busca en Google «comprar piso». Es lógico que reciba más visitas que la que aparece en la cuarta página. Y no hablemos de la que siquiera aparece.SEM: hay otra manera de aparecer en los resultados de búsqueda, pagando. Mira la imagen y verás qué resultados son orgánicos (SEO) y cuáles de pago (SEM)
Email marketing : muchas agencias envían una newsletter semanal con las nuevas viviendas, ofertas y más información sobre el sector. Si quieres saber más de email marketing, no te pierdas este post. Redes sociales : y no se trata sólo de subir fotos de pisos. Más que para vender directamente se puede hacer un uso más relacionado a la interacción y generación de confianza. Y también están los sorteos y los concursos. En el sector inmobiliario suele haber cierta ansia por conseguir contactos. Sin embargo, la realidad es que no se trata de tener más y más nombres en una lista, sino de tener contactos de mayor calidad . Aunque hace tiempo las posibilidades a la hora definir un plan de marketing inmobiliario estaban limitadas. Hoy, el océano de Internet nos brinda un sinfín de opciones. ¿Por dónde tirar? ¿Dónde centrar nuestros esfuerzos y recursos? Vamos a ver cómo elegir el camino que debe llevar nuestra estrategia de marketing inmobiliario. ¡Tenemos un plan!
Plan de marketing inmobiliario Contamos con un factor limitante claro: nuestros recursos. La idea de un plan de marketing inmobiliario es ser capaces de valorar y elegir qué estrategias serán más efectivas para lograr los objetivos deseados . «Para el que no sabe donde va ningún viento es favorable «. Esa frase que define a la perfección la importancia de tener una estrategia . Sin un objetivo, nunca sabremos cuál es el camino que deberemos recorrer.
1. Trabajo previo Hemos de tener en cuenta varios datos:
Cliente idea l: ¿quién es? ¿Qué le gusta? Hemos de definir un buyer persona al que dirigir nuestras acciones de marketing inmobiliario.Alcance : ¿cómo vamos a llegar a él? ¿Dónde está comprando ahora mismo?Recursos : ¿con qué presupuesto contamos? ¿Qué colaboradores vamos a necesitar: fotógrafo, redactor, publicista…?Competencia: ¿qué está haciendo nuestra competencia? ¿Qué estrategias de atracción están realizando?Situación actual : a través de un análisis DAFO veremos nuestra situación interna (Debilidades, Fortalezas) y externa (Amenazas y oportunidades). La idea es dibujar un escenario general que nos permita definir cómo estamos y cómo queremos estar. Por tanto, debemos ser rigurosos, pero sin caer en una parálisis por análisis.
2. Objetivos Debemos seguir haciendo preguntas:
¿Qué queremos conseguir? ¿Cuántas ventas queremos alcanzar? ¿Qué actividades prioritarias debemos mejorar para lograrlo? Tómate tu tiempo, analiza muy bien en qué momento te encuentras y decide en que te interesa centrarte ahora. No pierdas el foco.
3. Acciones Una vez definida la estrategia a realizar, debemos concretar qué acciones de marketing inmobiliario vamos a implementar. En primer lugar, clasificaremos las acciones entre online y offline. Después, para cada acción, debemos precisar hacia qué objetivo se dirige y cómo la vamos a implementar.
4. Medir resultados Ahora el trabajo consiste en evaluar las métricas que habremos fijado al definir los objetivos:
Volumen de ventas. Número de inmuebles captados. Captación de posibles clientes. Etc. Aunque no siempre es fácil medir la conversión de una campaña de marketing inmobiliario, necesitamos datos relevantes que nos permitan descubrir qué ha funcionado y qué no.
Ejemplos de marketing inmobiliario La oferta inmobiliaria es extensa, y la atención del posible comprador escasa. Por tanto, cualquier diferenciación que llame su atención es clave. Vamos a ver algunos ejemplos de acciones de marketing inmobiliario creativas, que, además de destacar, aportan valor al cliente.
1. Información del barrio La mayoría de la información que se ofrece suele ser del inmueble: metros cuadrados, orientación, número de habitaciones, altura… Sin embargo, no cuentan qué hay en los alrededores. Contar qué se encontrará el cliente cuando cruce la puerta de su nueva casa puede ser un factor diferencial. Veamos un ejemplo en este vídeo. https://www.youtube.com/watch?v=B0DqJoGaLd8
2. Ficha de producto en vídeo Además de que cada vez consumimos más vídeos, la realidad es que al cliente le costará menos imaginarse una casa viéndola que leyendo una descripción. Aquí tienes un ejemplo de Habitale Marbella. Como verás se puede seguir siendo creativo y aportar al mismo tiempo información útil. https://www.youtube.com/watch?v=p38dvc94mf4
3. Síndrome del cartel ¿Has visto alguna vez un cartel como este? ¿Te has preguntado por qué, en lugar de quitar el cartel, ponen un VENDIDO encima? La explicación te sorprenderá. Conocida en el sector como el «síndrome del cartel», esta técnica de marketing inmobiliario juega con la urgencia y las emociones. Así, si estás buscando piso y ves que ese ya se ha vendido, la sensación de oportunidad perdida es inevitable. También transmite confianza en la agencia que vende porque demuestra que está vendiendo. Lo censurable es que también se utiliza como gancho aunque el piso no esté realmente vendido. Se pone el cartel y se vuelve a quitar a los pocos días para reactivar a los compradores que, si habían visto el cartel antes, sienten que hay una nueva oportunidad.
¿Qué te parecen a ti estas técnicas de marketing inmobiliario? En algún momento todos pasamos por esto, ¿prefieres recorrer la calle en busca de ofertas o te gusta más la tranquilidad de tu casa para navegar entre pisos, descripciones y fotos? ¿Conoces alguna acción de marketing inmobiliario rompedora? ¡Cuéntanoslo en los comentarios!