How attractive are you? How interesting are you?
I bet you’d give yourself a solid 8 out of 10, maybe even more?
Now, how did you actually reach that score?
It was most likely based on how you see yourself when you look in the mirror along with how you think your friends and relations see you. You will also have taken into account how interesting you think you are based on the number and type of friends you have and how often they want to hang out with you.
But do you notice one thing here? The score you have given yourself is entirely based on how you ‘think’ others see you. Even your reflection will always appear as how you wish to view it. So, it’s actually your opinion, based on, yes, you’ve guessed it, your idea!
This means that to get an accurate answer, you would need to directly ask your friends and relations how attractive and interesting you really are.
I dare you!
So, what’s my point?
Well, it’s precisely the same when it comes to your estate agency and how you market it.
How attractive is your estate agency to potential clients?
How interesting is your estate agency to potential clients?
It’s easy for you to look at your website and believe that it looks totally professional, attractive and interesting. After all, your property listings are displayed beautifully, your array of glittering awards are showcased prominently, and your friendly team can be seen beaming from the screen at prospects while sat in contemporary surroundings that match your branding.
So, in your opinion, you have an attractive website and this, of course, means that your agency is attractive. Right?
Not so. Due to your large number of listings, your industry awards, contemporary office and smiley staff it’s easy to be lulled into believing that all these things are what makes your business attractive and interesting to your target audience.
So, look again at your website. But this time, view it through the eyes of your ideal client.
What do you see?
Data? As a home mover, are you really interested in what your prospective agents market share is? Most home movers won’t even understand what that is let alone want to read reams of facts and figures.
Awards? The fact that you won an award is a bonus, but having one or not is not going to be a deal maker or breaker. Awards give you credibility and of course have their place, but for most home movers they are not important.
Contemporary fixtures and fittings? A photograph of your plush, modern office makes for a beautiful image, but home movers couldn’t care less whether they are sat on a Perspex chair, leather sofa, plastic stool or an upturned box.
Your prospects simply want to build a rapport with you and be assured that you are knowledgeable, trustworthy and reliable enough to sell their property.
Because estate agency is a people business.
So, think about where your engagement is? What makes your agency interesting and attractive to prospects?
Where is your voice?
What are you doing to make a lasting impression on prospective clients so that they want to deal with you over other agents in your area?
Using your voice, you can give people the information that they actually want to find out about. Information that they are actively seeking.
And how do you do that? Through your blog and social media.
Write about relevant topics that are of interest to people. For example:
- Interior design ideas
- How to set up a home office
- How to successfully home school your children
- How to get a good night’s sleep
You get the gist. Topics like these are still very loosely property-related but not full-on, in your face facts, figures and data.
Blog posts like these are interesting, engaging. Different.
And that is what will make your estate agency appear attractive and interesting.
It doesn’t matter whether you think your website is attractive to prospects. It’s whether those prospects will give you the same solid 8 out of 10 that you rate yourself!
So, this week, if you only do one thing towards your marketing efforts, find your voice, update your blog and social media and instantly become more attractive and interesting to your target audience.
No time to update your blog? You can have on-demand fresh blog content and images available 24/7 for your website and your social media channels – and your first article is on me!