La digitalización de las empresas ha supuesto un gran reto para algunos sectores como el Real Estate que observan los continuos cambios de comportamiento en sus clientes. Consciente de estos cambios, el IE Business School organizó una Mesa Redonda en la que We Are Marketing habló del impacto que el Inbound Marketing puede tener en el sector inmobiliario.

1. INBOUND MARKETING
FOR REAL ESTATE
Giorgio Ascolese

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Giorgio Ascolese
/giorgioascolese
@giorgioascolese

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Interruption & Inbound
Marketing

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Global Ad Blocking Growth
Global Ad Blocking Growth
Blocking ads continues to build on the strong growth rates seen during 2013 and
2014.
The findings
● Globally, usage of ad blockers grew by 41% YoY (Q2 2014 - Q2 2015).
● As June 2015, there were 198 million monthly active usersfor the major
browser extensions that block ads.

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Search Engines
Search Engines Play a Critical Role in
the Real Estate ZMOT
Home shoppers using search engines are actively
engaged, raising their hands asking
for more information or assistance.
Shoppers will
perform an
average of 11
searches prior to
taking action on a
real estate site.
Home shoppers using
search engines are 9% more
likely to take an action on a
real estate brand website
than those who do not
search
69% of home shoppers who
take action on a real estate
brand website begin their
research with local term, i.e.
“Houston homes for sale” on
a search engine
52% of actions on real
state brand site come
directly from a local
search on a search engine

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Online Home Research Process
The Online Home Research Process is
Also Varied
New home shoppers are undecided and shop around online, though nearly one fourth complete an action on a real estate site
the day they start researching

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Critical Mobile ZMOT
There is a Critical Mobile ZMOT
● 89% of new home shoppers use a mobile search engine at the onset and throughout their research
● Mobile applications are used by 68% of new home shoppers at the onset and throughout their research
● REALTOR® can employ various mobile marketing techniques to make sure they are discoverable at the mobile
ZMOT

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New Home Shoppers
New Home Research Happens on the Go

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New Home ZMOT Research
New Home ZMOT Research Happens
Across Multiple Screens and Touch
Point at the Same Time

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“ If you have more money than brains, you
should focus on outbound marketing.
If you have more brains than money,
focus on inbound marketing.”
Guy Kawasaki
Best selling author, speaker, venture capitalist

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Inbound Marketing
in-bound mar-ket-ing
-noun
Any marketing tactic that relies on earning people’s interest
instead of buying it;
a.k.a. the key to marketing transformation.

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Buyer Persona

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Buyer Persona

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Creating great content for the
awarness stage of our buyer
persona and distribute it socially
Awareness Stage

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Converting visitors into leads
with Rich Convertion Assets.
Qualifying leads and enroll them
into segmented lists
Consideration Stage

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Decision Stage
᛫ Companies that excel at lead nurturing generate 50% more
sales ready leads at 33% lower cost. (Forest Research)
᛫ Event-triggeredmarketing can potentially save 80%
of your direct mail budget. (Gartner Research)
᛫ Nurtured leads produce, on average, a 20% increase
in sales opportunities versusnon nurtured leads. (Hubspot)

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Memphis Invest

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Hubspot Customers

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E-book
Si quieres saber más sobre Inbound
Marketing y el sector inmobiliario
descárgate este ebook de manera
gratuita.
¡Descárgalo aquí!
eBook:
Marketing Digital para
el Sector Inmobiliario

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