Custom Digital Marketing Services for the Real Estate Industry

According to a 2024 Market Data Report by Gitnux, “70% of total search traffic is spread across billions of long tail search queries, while 18% of total searches are short, low-conversion head keywords” (Lindner). While this is the case, guess which keywords most real estate companies are going after. That’s right, most real estate companies are going after the 18% of the terms being searched for on search engines. 

The next natural question is: well, why? It’s because those keywords have big search volumes – that’s if keyword research is being done at all. What this does is create hyper competitive spaces the smaller companies cannot hope to compete in, letting the big dogs – Realtor.com, Redfin, Keller Williams – take the most lucrative spots. 

At Paradox, we change the game by leveraging the long-tail keywords most companies ignore to compete better in the more volumed searches. This becomes all the more important and powerful when you realize that, again, 97% of searches for selling or buying a home are done on the internet, in the same places that the smaller companies are losing. Don’t let that happen to you; let us help!.

Ok, so email marketing is not new, but a lot of people think themselves quite novel when they draft their campaigns. 

What do we see in the industry? Well, we see pitches. 

We’ve seen good ones. We’ve seen bad ones. And they all fail if they do not take the following into account: you have to meet the customer where they are. Plus, email marketing isn’t about pitching. It’s about nurturing. 

At Paradox Marketing, our goal is to segment your audience in buckets that are about where the customer is in their buying journey. No matter how well-crafted your pitch is, it will be ignored – simply ignored! –  if it does not meet the customer where they are. The reason? First, everyone’s got too many emails. Secondly, your messaging is out of sync and is regarded as spam, whether or not it got past the spam filter.

According to the same study above about long-tailed keywords, “Email marketing has an ROI of 3,600%, converts 40% higher than social media, and has an average open rate of 25% in the real estate industry, leading to a 760% increase in revenue.” The key is using data and testing to get these kinds of ROIs. No one hits those numbers by chance and intuition. You need someone to help get it locked in, and we can do that.

The way that agents and agencies see MLS listings is pretty standard: you get access to them, you put an API key into some plugin, and, then, you’re ready to rock. Let the money pour in – right?

No. 

MLS listings, if handled the standard way, are simply duplicate content. One listing is as good as the next. We can blame the SAAS companies that really lean into the talk-point of scalability and duplication. Well, we don’t see it that way. With years in the real estate industry, we have learned that it’s not just about getting access to the MLS and then letting it do its thing; we’re all about coupling that data with other data sources to create pages that offer something else alongside the standard listing. 

Paradox Marketing’s dev team are WIZARDS with APIs, and we love to create new assortments of data and create altogether new experiences for real estate shoppers. This is how you get some of the 70% of searches happening on Google and other search engines via long tailed keywords (ie. very particular things) en masse.

Alright, let’s talk about the elephant in the room: branding inconsistencies. Picture this: you’ve got your agency’s sleek branding on one side, and then there’s your agents out there doing their own thing, marching to the beat of their own drum. It’s like trying to choreograph a dance routine with one dancer doing ballet and the other busting out hip-hop moves – it just doesn’t mesh.

But hey, we get it. Balancing the agency’s overarching brand with the unique personalities of your agents can feel like herding cats. Yet, here’s the kicker: consistency is key in the digital realm. Your audience needs to know what to expect, whether they’re interacting with your agency or one of your agents.

So, what’s the solution? It’s all about finding that sweet spot between uniformity and individuality. At Paradox Marketing, we’re all about crafting a cohesive brand narrative that speaks to your agency’s values while still allowing room for your agents to shine. Think of it as creating a symphony where every instrument plays its part harmoniously.

And let’s not forget about social media – the ultimate stage for showcasing your brand’s personality. With 90% of REALTORS® using Facebook and over half on Instagram, it’s clear that social media is where the action is (Lindner). But here’s the catch: inconsistent branding across platforms can leave your audience feeling disoriented and disconnected.

That’s where we come in. With our expertise in social media management, we’ll ensure that your brand’s voice remains consistent across all channels, from Facebook to Instagram and beyond.

Let’s talk data – or rather, the lack thereof. Real estate companies are sitting on a goldmine of information, yet many struggle to tap into its potential. It’s like having a treasure map but refusing to unfold it – you’re missing out on untold riches.

Here’s the deal: without leveraging data-driven insights, companies are essentially flying blind. Sure, you might have a gut feeling about what works and what doesn’t, but wouldn’t you rather have cold, hard data to back up your decisions?

Email marketing isn’t just another marketing tactic – it’s the unsung hero of real estate ROI. Lindner’s report (2024) paints a compelling picture, revealing that email marketing boasts an ROI of 3,600% and an average open rate of 25% in the real estate industry. These numbers aren’t just impressive; they’re downright jaw-dropping. But here’s the kicker: despite its undeniable effectiveness, many real estate companies still struggle to harness the full potential of email marketing.

But here’s another kicker: without data-driven decision-making, you’re leaving money on the table. Imagine if you could pinpoint exactly which email campaigns resonate with your audience and which fall flat. That’s the power of data – it turns guesswork into precision.

At Paradox Marketing, we’re all about demystifying data and putting it to work for you. From analyzing customer behavior to tracking campaign performance, we’ll help you harness the full potential of your data to supercharge your marketing efforts and drive unparalleled results. So, say goodbye to guesswork and hello to data-driven success.

In the realm of real estate SEO, competing with industry giants can feel like an uphill battle. These behemoths have vast resources and cover a broad spectrum of topics, making it challenging to establish expertise in any single area. However, the secret to outmaneuvering these giants lies in leveraging topical maps to showcase localized expertise.

By focusing on specific topics relevant to your target region or locale, you can demonstrate unparalleled knowledge and authority. While the big dogs may have a broad understanding of various subjects, they lack the depth of insight that comes from specializing in a particular area.

Imagine you’re a boutique real estate agency specializing in luxury waterfront properties in Miami. While larger agencies may have listings across multiple cities and property types, your expertise lies in the intricacies of the Miami luxury waterfront market.

Through a carefully crafted topical map, you can organize your content around key topics such as Miami waterfront neighborhoods, luxury property features, market trends, and lifestyle amenities. By delving deep into these subjects, you establish yourself as the go-to resource for luxury waterfront real estate in Miami.

Google’s algorithms value topical relevance and expertise, meaning that by demonstrating your in-depth knowledge of a specific area, you increase your chances of ranking above the industry giants. When users search for terms related to Miami waterfront properties, Google recognizes your authority and rewards you with higher rankings.

In essence, the key to beating the big dogs in real estate SEO is not to compete on their terms but to carve out your own niche and dominate it. By leveraging topical maps to showcase your localized expertise, you can position yourself as the top choice for prospective buyers and sellers in your target market.

So, one thing we notice is that networking is a powerful tool for companies in the real estate industry. Referral networks are set up, clients are pushed through the process seamlessly across various teams, from closing with mortgage brokers, real estate agents, and escrow teams to finding, planning, and building rental property investments. 

With all this happening – all these handshakes, meetings, and handoffs, you would never be able to tell that any of these people know each other by looking at their website or digital presences. There are no backlinks between teams’ websites, and if there are co-sponsored events, there’s a fleeting Facebook post where the people involved get an @. 

Here at Paradox, we recognize the power of networking, partnerships, and alliances for all it has accomplished for everyone, but we’ll do you one better: you can leverage all this for the betterment of your SEO, social media marketing, and so much more. It takes a couple of tweaks to what you’re already doing, a couple new vocabulary terms everyone would need to learn (like “backlinks”), and cooperation in terms of content creation.