What is marketing and why is it important in the real estate sector
Marketing means promoting and advertising services or products to attract customers. In the case of a real estate agency, it is about showing the right properties to the right people at the right time.
Traditionally, this work was done through newspaper adverts, leaflets or signs. Today, most real estate marketing takes place online: websites, social media, newsletters and digital campaigns.
What is marketing automation (explained in simple terms)
Marketing automation consists of using digital solutions that perform repetitive tasks automatically. Instead of an agent spending time sending emails one by one, the system sends personalised messages to multiple clients at the same time.
Practical example: a potential buyer visits a real estate agency website and shows interest in two-bedroom apartments. With marketing automation, the system automatically sends an email with similar properties, without manual intervention.
Advantages of marketing automation in the real estate sector
International studies confirm the benefits:
- Companies using automation achieve up to 77% more lead conversions.
- Automated contact nurturing generates up to 451% more qualified leads.
- The average return on investment is 544% over three years.
In simple terms: less wasted time, more sales opportunities and greater efficiency.
In the day-to-day of a real estate agency, this means:
- Responding faster to enquiries, even outside business hours.
- Maintaining continuous contact with potential buyers or tenants.
- Reducing human errors, such as forgetting a client or missing a viewing request.
Practical actions any real estate agency can implement
Even those with little digital experience can start with simple steps.
Automating email sending
Create a client list in CRM.
Define categories (buyers, tenants, investors).
Prepare email campaigns with pre-defined messages:
- new properties
- viewing reminders
- financing tips and other news
- seasonal events and birthdays
Using AI chatbots on the real estate website
The Web AI of eGO CRM Real Estate allows the integration of an intelligent chatbot on the agency website, capable of automatically answering frequent questions about properties, such as price, location and availability.
- It operates 24 hours a day, ensuring instant responses to visitors, even outside opening hours.
- It collects relevant information about users’ profiles and interests during interaction.
- It automatically qualifies contacts and forwards them for commercial follow-up.
- It records data in CRM, allowing the sales team to follow up in a structured way without loss of information.
Scheduling social media posts
Instead of posting manually every day, use a solution that allows scheduling posts for the entire week.
Use eGO to create social media posts from selected properties.
Make use of the Inbox feature to schedule these messages for the correct client categories.
Automating market alerts
Solutions such as Infocasa send automatic notifications of new properties or price changes, avoiding hours of manual research.
More than technology, it is about efficiency!
