The Shift from Traditional to Digital Real Estate Marketing
For years, real estate sales relied on physical channels and tools such as flyers, banners, and street-based consultants. However, this model has undergone transformation as digitalization progresses, with the first contact with potential buyers now primarily occurring through digital channels.
Digitalization and Regulatory Changes Driving Real Estate Marketing Transformation
The advancement of digitalization, coupled with certain regulatory restrictions, has brought about a change in the real estate sales approach and marketing strategies. Now, the majority of operations occur within a digital environment. An estimated 50-70% of potential clients originate from these channels, according to Caro Arteaga, Director of RELIÉ Real Estate Mkt.
Embracing Technology in Real Estate Consultancy
Arteaga emphasizes that curiosity and a willingness to experiment are crucial for adopting these tools. She notes that many applications are either free or low-cost, eliminating the barrier of high initial investment.
Arteaga’s message is clear: real estate consultants must either embrace technology or risk becoming obsolete, much like a street vendor selling umbrellas and chairs.
“I dedicate about an hour each day to researching new platforms and technologies. The truth is, you don’t need to be a programmer or systems engineer to understand them; they are quite user-friendly,” she added.
Key Questions and Answers
- Q: How has digitalization impacted real estate marketing? A: Digital channels now account for 50-70% of potential clients, significantly shifting the marketing landscape.
- Q: What is the role of technology in real estate consultancy? A: Technology has become essential, with consultants either adapting or risking obsolescence.
- Q: What are the barriers to adopting new digital tools? A: The primary barriers are lack of curiosity and fear, which can be overcome by trying out free or low-cost applications.
- Q: How user-friendly are these new digital tools? A: They are designed to be accessible, requiring no prior technical knowledge.
