- The demand for housing in Mexico ended at 3.2 million in 2023.
- A significant portion of real estate searches are conducted online, with 34% since the pandemic, according to Vivanuncios.
2023 presented a favorable outlook for property sales, as according to BBVA’s Real Estate Situation Report Mexico, home acquisition grew by 0.5% in the second half of the year, and the demand for social housing ended at 3.2 million. These figures reveal the growing interest among the population in purchasing their own homes, making it a good time to sell a property.
However, not all sales are the same, and potential buyers vary. According to the specialized portal Propiedades.com, 59.7% of those interested are women, and generally, people between 25 and 34 years old are the most active in searching for housing. Each group is quite different, so the choice of marketing channels will depend on various factors, such as the type of property, target market, and available budget. Below are five effective channels to ensure the successful promotion of your properties:
• Create your own website: Today, people turn to web search engines for most of their needs. According to the National Institute of Statistics and Geography (INEGI), 76.6% of the population over 6 years old uses the internet in 2023. Consequently, the search for properties online has increased by 34% since the pandemic, according to Vivanuncios. Therefore, it is important to have your own website where you provide information about your properties and the buying process.
• Join social media: Social media platforms like Facebook, Twitter, Instagram, LinkedIn, and TikTok are excellent for promoting properties, especially if you want to showcase them to potential buyers. While there are successful cases of sales made directly through social media, they are generally more effective for directing users to your website and increasing brand awareness. Remember that in Mexico, 94 million people use social media daily.
• Have a physical sales point: Although internet searches for properties are increasingly common, many people still prefer to close deals in person, as it is perceived as a more secure option. This is the main reason to have an office where clients can approach you to ask questions, contact an agent, and receive more personalized attention.
• Use Google Ads: While organic positioning is possible, investing in advertising, such as Google Ads, is usually much faster. This tool will place you at the top of search results, making it a great option for promoting your properties. To clarify, 85.3% of clicks leading to purchases come from ads, and the platform is trusted by 80% of companies worldwide.
• Don’t underestimate collaboration: In Mexico, according to the platform Inmuebles24, about 30,000 real estate agents work independently, meaning they are not affiliated with any agency. These advisors can support you when selling a house if you establish a collaboration agreement with them. You can also use an affiliate program, where individuals, not necessarily specialists, recommend your properties.
Now that you know some sales channels, remember to adapt your approach based on the target market and the specific nature of the property you are promoting. Don’t hesitate to combine two or more channels, as this can lead to better results and increased sales.
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