Technology has upended nearly every sector, allowing businesses to scale and grow thanks to advanced tools and software. In real estate especially – a notably antiquated industry resistant to change – technology has been at the forefront of much-needed improvements and progression, helping to transform the way real estate is bought and sold.

Over the past decade, there have been significant strides in how brokerages and agents use technology. It is often – at the most basic levels – incorporated into agents’ sales and marketing funnels. Everyone is familiar with the “must haves,” which include websites, e-blasts, newsletters, and a social media presence; however, there are several digital marketing tools that are underutilized and misunderstood.

The advancements in digital marketing allow us to collect invaluable data that explains homebuyers’ thoughts, feelings, needs, and desires. By utilizing this information, agents can develop tailored buyer profiles. Determining traits such as location, price point, square footage, and other details, allows you to accurately deduce what characteristics may impact a buyer’s decision-making process. Through various digital marketing tactics, such as social listening, content development, and lead nurture campaigns, you can effectively collect information and data about what inspires your consumers and what prompts engagement.

So how can utilizing cutting-edge technology increase conversion rates?

By actively implementing digital tools, agents can more effectively source, identify, and nurture prospective buyers and sellers, leading to an increase in sales conversion.

We see new apps and tech platforms emerge daily. There’s an overwhelming amount of places you can promote your business or product and to achieve conversions, but it’s first important to understand the role that digital marketing plays in full-funnel optimization. The biggest goal of any digital marketing campaign is to generate traffic and create new leads that ultimately result in sales. A strong digital presence is one of the most effective ways to reach your audience, but in the current crowded landscape, it’s important to provide numerous touchpoints – both online and offline. Touchpoints should be personalized across each step of the consumer journey as these greatly contribute to the decision-making process.

At Development Marketing Team (DMT), we seamlessly marry the sales and marketing process and utilize today’s technology to elevate the consumer journey, optimize engagement and increase conversion. Through the development of innovative digital processes, we can use real-time data to generate high-quality leads and nurture prospects based on behaviors, interactions, and touchpoints.

Now more than ever, it’s faster and easier to connect with potential buyers and keep up to date on what’s happening in the market. Yet sometimes, we can be blinded by the chaos and forget that buyers are consumers of goods and services. To successfully communicate with them, we must remember the human connection. As such, the sales and marketing process needs to focus more on personalization, evoking a sense of empathy and creating an elevated and humanized consumer journey.

Not only can you employ these various marketing strategies to tailor interactions with potential buyers, but the data collected can also be used to optimize future campaigns to fit buyer needs and shifting trends. Implementing personalized campaigns assists in developing trust and building credibility, which in turn, will elevate agents’ personal brands.

It’s no surprise that marketing plays an integral role in the entire real estate process, as it’s the primary method of communication between you and potential prospects. Today, with technology at our disposal, digital marketing remains a driving force in shaping how we interact with our target audiences. With more technological innovations appearing, digital marketing will continue to be the primary method used to generate qualified leads and convert them into successful sales.