In the real estate market, digital transformation has been one of the main factors for the success of real estate agents. From creating an effective website to smart use of social media, mastering digital marketing is essential for those who want to stand out. With this focus, the Brazilian Institute of Professional Education (IBREP) offers courses related to real estate marketing and prepares professionals to optimize their sales and improve the quality of the services provided.
"Our course was developed with the goal of training brokers prepared for the challenges of the current market. We know that digital marketing is a powerful tool to reach clients more strategically, so we included a specific Marketing discipline. In it, we cover everything from the main communication tools to effective strategies for advertising properties on social media," says Diogo Martins, CEO of IBREP. The course includes, among other practices, the creation of optimized websites, the use of targeted ads, and the implementation of virtual tours, which expand the reach of offers and increase conversion chances.
Rafael Landa, a professor of the Marketing and Sales Practice course at IBREP, emphasizes that it is essential for brokers to adopt a strategic stance. “At IBREP, we teach how to position yourself digitally, understand the client, and use social media as an effective showcase. Creating attractive content, with targeted ads and the use of virtual tours, can make a difference in the buyer's decision,” explains the professor. According to him, digital marketing for brokers goes beyond traditional sales techniques, as it is necessary for the professional to build trust through authentic communication and personalized service.
Check out the main tips for standing out in digital marketing in the real estate market:
Digital positioning and creative contentAccording to the professor, it is essential to establish a strong presence on social media and other digital platforms. "Use your website and social media as showcases for the properties, ensuring good visual presentation and clear information," he/she/they highlights. Landa explains that the professional needs to create relevant content that adds value for the client, instead of focusing only on sales. Furthermore, by producing relevant content, your audience can better understand the real estate market, and at the same time, your authority is reinforced in the segment.
Strategic use of social networksUse social media to build a relationship with the customer and create authentic and consistent communication. It is important to leverage the platform features, such as paid ads and targeting, to reach the right audience.
Virtual Property TourRafael emphasizes during the classes that another way to stand out is through immersive experience with virtual tours of the properties. According to him, this allows clients to explore properties interactively and remotely.
Targeted online advertisingOnline ads are one of the main digital marketing tools for real estate agents and allow reaching a broader audience while being highly targeted at the same time. Using platforms like Google Ads and Facebook Ads, it is possible to create targeted campaigns based on factors such as geographic location, specific interests, and search behavior of potential customers. This segmentation helps optimize marketing efforts by directly reaching the most relevant audience and thereby increasing the chances of conversion.
Search Engine Optimization (SEO)One of the main digital marketing strategies for real estate agents is to ensure that their website is optimized for search engines. By using relevant keywords in the content, you increase the site's visibility by making it easier for it to be found by users who are actively searching for properties to rent or with
