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What Is SaaS And How To Effectively Market Your Real Estate Business

By Ben Shepardson | June 1, 2023

SaaS stands for "Software as a Service." It's a software delivery model in which a cloud provider hosts applications and makes them available to users over the Internet.

In the traditional method of software distribution, you would need to purchase a software package, install it on your computer, and maintain it. With SaaS, the software is hosted on the provider's servers and users can access it using a web browser. This greatly reduces the burden of software maintenance on the user, because the provider handles all updates, bug fixes, and server uptime.

A few examples of SaaS include Google's G Suite (Docs, Sheets, Gmail), Microsoft's Office 365, Salesforce's CRM, and Adobe's Creative Cloud.

SaaS is one of the three main categories of cloud computing, alongside infrastructure as a service (IaaS) and platform as a service (PaaS).

Benefits of SaaS include:

  • Lower upfront costs: SaaS usually operates on a subscription model, so users pay a recurring fee rather than a large upfront purchase.
  • Scalability: SaaS allows users to easily scale up or down based on their usage needs.
  • Accessibility: Since SaaS applications are delivered over the Internet, they can be accessed from anywhere with an Internet connection.
  • Automatic updates: With SaaS, the service provider manages software updates, freeing users from the need to manually install updates.

Potential downsides of SaaS can include:

  • Dependence on Internet connectivity: If your Internet connection goes down, you might lose access to a SaaS application.
  • Data security: Since your data is stored on the provider's servers, it's crucial to ensure they follow best practices for data security.
  • Limited customization: SaaS applications can sometimes be less customizable than traditional software, depending on the service provider.

How to Effectively Use SaaS for Marketing Your Real Estate Business

In the digital age, the real estate industry has undergone a significant transformation. Advanced technology and software, particularly Software as a Service (SaaS), offer a wealth of opportunities to real estate businesses aiming to scale their operations and marketing efforts. But what is SaaS, and how can you effectively harness its potential to bolster your real estate business?

Understanding SaaS in the Context of Real Estate

In the context of real estate, these benefits can translate into the ability to automate repetitive tasks, manage property listings more efficiently, improve customer service, and optimize marketing efforts. This article will guide you through effective strategies to use SaaS in marketing your real estate business.

1. Customer Relationship Management (CRM)

CRM platforms are among the most critical SaaS tools for any real estate business. They allow you to manage your interactions with current and potential customers. With CRM software, you can automate follow-ups, manage contact information, and segment your audience based on specific criteria, like property type interest or budget range.

One of the most effective ways to use CRM in real estate marketing is through email marketing campaigns. CRM software can help you track customer behavior and interests, allowing you to create personalized email content for every segment of your audience. Remember, the goal is to provide value to your potential clients, keeping them engaged and guiding them through their property-buying journey.

2. Social Media Management Tools

Social media is a potent marketing tool for real estate businesses. It provides an avenue to showcase your property listings and engage with your audience. However, managing multiple social media accounts can be challenging. This is where SaaS comes in.

Social media management tools, like Hootsuite or Buffer, allow you to manage all your social media profiles from one place. You can schedule posts, track engagement metrics, and even respond to comments or messages. By using these tools, you can ensure your social media presence is consistent and engaging, attracting potential buyers and keeping current clients updated.

3. Virtual Tour Software

The real estate industry has been revolutionized by virtual tours. Buyers now prefer to check properties online before physically visiting them. SaaS providers like Matterport provide tools to create stunning 3D virtual tours of your properties, allowing potential buyers to explore them from the comfort of their homes.

Virtual tour software can increase the visibility of your listings and provide a better user experience. You can use these tours on your website and social media platforms, as well as in email marketing campaigns. This technology can drastically increase your property's appeal and differentiate your business from competitors.

4. Analytics Tools

Understanding your audience's behavior and campaign performance is vital for effective marketing. SaaS analytics tools like Google Analytics can provide in-depth insight into your website's traffic, user behavior, and the effectiveness of your marketing efforts.

For example, you can track which properties are viewed most often, where your traffic is coming from, and what content is most engaging. You can then use this information to refine your marketing strategy, focusing on what works best for your audience.

5. SEO Tools

Search Engine Optimization (SEO) is crucial for any online business, including real estate. SEO tools like Moz or SEMrush can help you optimize your website for search engines, improving your visibility and attracting more organic traffic.

These tools can provide keyword suggestions, backlink tracking, site audits, and competitor analysis. By leveraging this information, you can create content that answers your audience's queries and ranks well on search engine results pages, leading to increased visibility and higher traffic.

6. Marketing Automation

Marketing automation tools allow you to automate repetitive tasks, such as email marketing, social media posting, and even ad campaigns. By automating these tasks, you can save time and ensure consistency in your marketing efforts.

For instance, platforms like HubSpot allow you to automate email campaigns based on specific triggers, ensuring your audience receives personalized content at the right time. This can improve engagement rates and convert more leads into clients.


SaaS has the potential to transform your real estate marketing efforts. By effectively leveraging CRM platforms, social media management tools, virtual tour software, analytics tools, SEO tools, and marketing automation, you can streamline your operations, reach a wider audience, and provide superior customer service. The key is to understand your business needs and choose the right tools that fit those needs. With careful planning and strategic implementation, SaaS can help you stand out in the competitive real estate market.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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