Inbound is the new outbound.

Principal Consultant , David Allison Inc.
  • Dec. 12, 2011

I write a lot about blogging, engagement and social media in this space. It’s hard not to, considering the Internet and the rise of social media have changed the nature of the way we do business in the real estate industry (and beyond) and have subsequently changed the shape of the sales funnel. But it’s important to take a step back and realize we’re doing all this with one goal in mind: to create more inbound leads.

We’re looking for potential homebuyers to find us and not the other way around.

That initial client conversation today is much different from the one five or 10 years ago because more often than not the prospect knows as much about your development firm and your latest real estate project as you and your entire sales team. They’ve talked to their peers, they’ve researched your track record and they’ve become an expert on your project long before they call or visit your sales centre. As a result, this prospect is already a “self-qualified” homebuyer.

But instead of intensifying their focus on inbound tactics, most real estate development marketers spend the majority of their campaign dollars on outbound marketing tactics such as direct mail, cold calling, e-mail blasts and other efforts that push their message out to a wide, diverse prospective client audience – not their qualified buyer.

It’s time to reverse this approach.

Image credit: Hugh MacLeod, gapingvoid.com

People are tired of being interrupted by marketers as they yell they’re latest message. And they’re getting pretty adept at blocking out all of the noise.

One of the joys of this new marketing world is the simple fact that you can increase your leads so easily, without having to search them out and bash them over the head with your message. So why wouldn’t you embrace it?

Just remember the basics when it comes to your inbound marketing efforts:

1. Content – Content is king. It always will be. Include good, robust content to attract potential homebuyers to your site.

2. Search Engine Optimization – 90% of new business begins with an online search, so make sure you’ve got your key words covered.

3. Social Media – This will simply amplify the impact of your content and help build brand awareness.

My two cents: Real estate development companies that adapt to this new business paradigm shift – from “outbound marketing” methods to “inbound marketing” – will have a distinct advantage over their competition.


David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more

David Allison works with executive teams in real estate development and other industries to craft the early-stage vision and brand for projects of all kinds. He crystallizes the most interesting…

Read more





Industry Events