The real estate industry faces changes that affect the way realtors and customers interact. This makes customer experience management (also known as CXM) a top marketing priority. The goal is to understand customers and deploy strategic plans that help realtors improve satisfaction, customer loyalty, and advocacy.
Does CXM help real estate companies improve the way they do marketing? Yes, it does. A report by Grand View Research shows that the global CXM market will reach USD 27.12 billion by 2028 because CXM helps realtors know their customers’ preferences. Consequently, brands can adopt CXM and deliver the best service performance in real-time.
It is key to understand how to use CXM to create effective and creative real estate marketing strategies. For example, real estate marketers can improve the digital presence of sales associates with branded content.
They can also develop marketing automation strategies that accompany homebuyers through the customer journey using personalization to keep them engaged.
Data-driven marketing messages breach the gap between saturated audiences and their particular context.
In this article, you’ll learn the different ways you can use customer experience management to create a successful real estate marketing strategy. We’ll cover how to strategically use personalization, technology, and video marketing campaigns to help agents build trust, branding, and a faster sales process.
The Importance of CXM in Real Estate Digital Marketing
The Covid-19 pandemic highlights the importance of CXM in real estate digital marketing. Not only it is important to understand how home buyers and sellers behave. It is equally important to engage with them across their particular customer journey while they buy or sell properties and bring more customers on board.
As the industry achieves digital maturity, customer experience management is vital in real estate marketing because it amplifies the reach of a brand in the minds and hearts of its audiences through various channels.
In fact, a KPI that helps understand the importance of CXM in the real estate industry is how the CXM market is growing. To illustrate, CXM is expected to grow at a compound annual growth rate of 17.5% between 2021 and 2028.
Buyers are more educated before they interact with a brand. Hence, an effective strategy to enhance customer experience allows realtors to create experiences tailored to individual phases of a person’s buying process.
As more home buyers buy online, the digital medium matures. This forces realtors to create digital marketing strategies that adapt to the way the potential customers move online and offline.
Understanding the Audience to Create a CXM Strategy
Marketing professionals in the real estate arena need to make sure that customer satisfaction is aligned with what their audience needs.
But who is their audience?
Real estate companies have different types of potential customers. For instance, home buyers and sellers. Buyers and sellers are actively looking for professional help. But at the same time, sales associates multiply the presence of the brand through their strategic network.
Customer engagement mechanisms need to be in place to ensure that customer feedback is constantly taken.
Indeed, a survey conducted by Forrester Research shows that only 28% of companies closely monitor the quality of customer experience. This is often done through customer experience management software.
With less than have of organizations monitoring CX, mastering this becomes a clear competitive advantage. Through a clear picture of the buyer personas, realtors can target specific audiences, segments, niches, and individuals.
Digital channels make this easy. For example, through analytics but also through advertising platforms like Facebook or marketing data in CRMs.
How To Improve Customer Experience in Real Estate?
It is then crystal clear. Real estate brands need to invest more resources into understanding their customers to increase satisfaction and their reach through word of mouth.
There are many ways to improve the customer experience in the real estate industry. Here you have five creative ways to create a better CXM:
- Track user behavior across different channels. From email analytics to social media channels or landing pages, track and analyze your performance. Also, go granular with customer feedback management platforms.
- Don’t forget to ask. Talk to potential and past customers, but also to sales associates. Use one-to-one interviews, surveys, quizzes to understand what they really think.
- Measure the performance of your marketing content in regard to your marketing segments. For example, how customer video testimonials shared through social channels engage with satisfied customers. Do they share them? Or if personalized videos help you engage with marketing leads and help agents accelerate sales.
- Pay close attention to the way your audiences talk. Take the time to understand how they explain their concerns, priorities, needs, and desires. You can find patterns that you can use in your marketing and sales copy and real estate advertising. Make them feel at home even before they speak with a sales associate.
- Create marketing content according to where potential buyers are in the sales process. Not only in terms of the marketing copy but also the type of content. For example, interactive videos help viewers spend more time watching the videos. At the same time, interactive videos make people react. With this, organizations can decrease customer churn with interactive video content and personalization.
Using Video In Customer Service Experience In Real Estate Marketing
Real estate products are visual and tangible. In a digital medium, video is quickly becoming one of the favorite types of content to do marketing in real estate.
Well-crafted video content helps people better understand what’s in for them even before they have spoken to an agent. This is one of the main benefits of video marketing for realtors.
With online video, realtors can deliver a unique customer service experience. Customer service experience is the sentiment associated with the ability of a brand to provide positive experiences to its buyers.
Customer service experience management gets even better when companies track their performance. This is a better way to create video content. In terms of video marketing, data-driven video design empowers brands to create personalized video content that is relevant to specific viewers. But also generic video content that is appealing to audience segments.
7 Video Ideas to Provide a Positive and Personalized CX in Real Estate
#1 Create explainer videos to educate potential home buyers
Once you understand how your customers think, create as many explainer videos as you need to educate them depending on their funnel stage. This is not only a CX project but also an editorial one.
This will give customers resources to quickly answer their questions on demand. Use video automation to scale this process.
#2 Build marketing automation workflows with video
Identify touchpoints where customers need help based on your tracking, insights, and analytics. Use marketing automation workflows with video content through email or personal messaging.
For example, if a customer visits a page that explains how to get a mortgage, automatically send targeted drip emails with video to help the customer avoid frustration. If you have a chatbot, instantly display a video explaining the solution to the search query.
Use marketing automation and personalized videos to engage with real estate leads
#3 Deliver a deeply personal touch with personalized videos
From CRM data to calculators and other lead generators, real estate leads and customers provide information that you can use to automatically create personalized videos.
With a data-driven approach, personalized video messages will help you to fully contextualize the content of each video to the customer. Also, use dynamic landing pages to increase viewer engagement.
#4 Use interactive videos to increase your video click-through rates (CTR)
With interactive videos, video marketers can add personalized calls to action (CTA) to the videos. With Pirsonal Player, you can do these types of videos automatically and at scale. In video marketing, realtors then increase customer engagement with interactivity.
Like in the following interactive video example, where through an in-video web form, an agent requests more information from a lead.
Interactive Video Example with a Web Form
#5 Make customized videos with the sales associates’ data
Help agents boost their branding, especially through digital marketing channels. Automatically create customized videos for them, either in bulk or through a web form they can submit to make customized videos online.
Interactive Video Example for Real Estate Marketing
#6 Automate video production of property listings
Buyers love product videos. With online video editing software like Pirsonal, you can automate the video production from your property listing.
Thanks to cloud technology, realtors don’t need to edit them manually. Whenever a new property is listed, the video API creates the video with the property listing information.
#7 Make localized video advertising for social media
Social media video ads are really effective. In fact, 93% of brands gained a new customer because of them. Social media platforms like Facebook give you unique targeting opportunities.
Create localized video ads but go the extra mile with hyper-personalization. This could mean having hundreds or even thousands of video ad versions to get a higher return on ad spend (ROAS). Luckily, with video software like Pirsonal, brands can scale data-driven video advertisements.
As you can see, in end, real estate brands must help in marketing real estate agents with video. Customer experience management can help brands do this with a better understanding of their needs.
Final Words: Know your Customers then Build Your Marketing Strategy
With a strong CXM strategy, realtors can design a marketing strategy around what they know about their customers. Technology provides a clear path for data-driven marketing in an industry full of potential.
As the homebuyers and sellers’ market evolves, more brands are investing in CXM.
Therefore, marketing leaders need to focus more on managing customer experience in a proper manner.
Marketing automation, personalization, and video marketing help brands create unique customer interactions. For example, with CXM, more than just video views, marketing professionals can achieve positive reactions.
These positive reactions increase the voice of the brand in the market and help sales associates have more credibility in their relationship with buyers and sellers.
If you want to know more about how to use personalized and interactive videos in your CXM strategy, contact us now. Through a flexible video personalization platform and expert Professional Services, Pirsonal helps brands fight against customer saturation so that their audiences react. Contact us now!
