Expert highlights the importance of authenticity, specialization, and strategy for real estate agents to convert their digital presence into sales
SANTO DOMINGO – Digital marketing has become a tool with the potential to transform real estate marketing, especially when strategies are geared towards generating sales and not just increasing the visibility of real estate agents and projects.
This is the view of Mary Marcano, creative director of Pulse Labs and editorial manager of Dinarej, who believes that the real estate market has multiple niches that can be exploited by advisors, provided that they identify their strengths and develop a strategy in accordance with the product they market.
Digital marketing in the real estate sector can explode, and that agent can sell that property much more easily.”.
Specialization: a challenge for the real estate advisor
According to the expert, one of the fundamental aspects is that the real estate advisor understands that he also represents a personal brand, so his communication strategy must be based on what differentiates him and on the experience he can bring to the client.
He argues that the real estate market offers a wide range of possibilities, from luxury properties to tourism, commercial, and resale projects. However, he warns that advisors often get carried away by current trends instead of identifying the segment in which they can develop true specialization.
“Not all consulting matters, not every real estate agency specializes in luxury products, to give you an example, but in the real estate market there are many niches: commercial, luxury, tourist, resale; that is, there is a wide field to explore.”.
In that sense, Marcano believes that specialization can become a competitive advantage, both for building a reputation and for developing content aimed at a specific audience.
The strategy should be geared towards selling
One of the main challenges of real estate marketing, according to the specialist, is to prevent digital actions from remaining solely in publications, followers or reach.
Content creation must serve a purpose and be linked to the product being marketed. Otherwise, it becomes difficult to measure which actions actually contribute to generating business opportunities.
“If that increase is not accompanied by a purpose, a strategy, a study of the product you are going to sell, then there is no way to quantify or see what aspects will be given to us in the future to help make sales,” he argues.
For Marcano, this is especially important because sales remain the primary goal of real estate agents. Therefore, digital strategies must allow for analyzing results, identifying what works, and making necessary adjustments.
Influencers: Beyond the number of followers
The rise of influencers has also reached the real estate sector, but Marcano argues that agencies and advisors must evaluate other factors besides the number of followers a person has.
The coherence, consistency, and authenticity of the content creator can be more important than a high number of followers when seeking to connect with potential buyers.
"Consistency will be a determining factor more than the number of followers.".
The expert believes that an influencer's actions should be relevant to their message and target audience. In the real estate sector, where trust plays a significant role in purchasing decisions, credibility can be crucial.
The real estate advisor as a personal brand
Another element highlighted by Marcano is the need for advisors to understand that they themselves constitute a personal brand.
This involves developing your own style and using digital platforms to showcase knowledge, experience, and personality, without losing authenticity.
Organic and humanized content
Marcano also advocates for a less rigid and more personal communication style. To achieve this, he believes agents can use organic and humanized content to showcase their daily work, knowledge, and experience throughout the advisory process.
"Organic content means nothing, but rather content that can be seen as more humanized and authentic in the day-to-day work of that consultancy.".
This vision proposes a change in real estate communication: the agent ceases to be merely the person who shows a property and becomes a reference point who educates, guides and generates trust.
In a market with multiple segments and increasing competition to attract buyers, Marcano understands that the combination of specialization, personal branding, authentic content, digital strategy, and coherently selected influencers can help real estate professionals turn their social media presence into real business opportunities.
The challenge, ultimately, is to ensure that digital exposure has a clear purpose: to build trust, attract the right audience, and convert that attention into measurable sales.
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