Estate Agents: How Important is Marketing When You’re Busy?

Have you ever failed to take your own advice? I’m guessing you will say yes to this question, as most of us have been there at some point.

These past few weeks, I’ve done just that. I’ve fallen behind on everything that I know, more than anyone, is super important to my business and I should be doing WITHOUT FAIL.

But what is this thing that’s so important?

It’s marketing!

When you’re busy, it’s challenging to find the time to keep up with your blogging, social media, engagement and email newsletter efforts, and sadly for many businesses it’s one of the first things that gets shuffled to the bottom of the pile, buried deeper under all the other ‘things to do’ until…well, until it’s too late.

And I am not exempt from falling into this trap!

That sounds quite dramatic doesn’t it. But seriously, for example, if you steadily market your business day in day out, week in week out, and then one day you pretty much drop off the face of the earth, you will stop being visible faster than you can say ‘sold’ and you’ll immediately start to see a decline in leads.

This might not worry you at first, because you’re so busy. But what happens when you come to the end of your pipeline. Panic sets in and you suddenly have to start sowing the seeds again. But you should have been doing this all along, and now you must wait for the pipeline to build again.

I’m telling you this from experience. Not a recent experience thankfully, but I’ve been there in the past.

In fact, *confession time* I once nearly lost an entire business that had taken years to build up because I took my finger off the pulse due to overwhelm. It’s true.

Lessons were learned I can tell you and I have never, nor will I ever make such a huge mistake again.

So, because we are all human, and we all have fears, worries, anxiety and a desire above all to be all things to everyone, I wanted to empathise whole-heartedly with you today. It seems that there are never enough hours in the day at the moment, particularly with the current buoyancy within the property market. But here’s the thing.

You must continue marketing your agency even though you feel like you haven’t got time, have other more important things to do or are just overwhelmed by the sheer number of things on your ‘to do’ list.

That’s you…and me!

One of the easiest ways to ensure you remain visible is to outsource all the tasks that you don’t enjoy or don’t have time to do, or you are doing half-heartedly because you can’t really be bothered.

For independent estate and lettings agents, marketing sadly often falls into this category.

Take your blog for example. One of the most common reasons for agents wanting to set up a blog is to drive traffic to their websites organically. I am fully behind this as it is one of the most effective ways of showcasing your knowledge and becoming a real authority in your area. Particularly so when you write with purpose, on topics that home movers are seeking advice, answers or information about.

However, I see so many agents post two or three blogs then abandon their efforts – and it just looks bad. It would have been better to have not bothered at all.

How can you connect with people (and when I say people, I mean your target audience) if you don’t make the effort to keep showing up?

It’s like ghosting your clients.

It’s like starting a conversation with someone, convincing them you can offer helpful advice and then walking off mid-conversation.

And do you know what, I feel like I’ve been a little bit ghosty these past couple of weeks – so I apologise for my rudeness, and I would love to hear from you if you are looking for experienced help with your content.

My diary is now fully open for May and I would love to speak with you about your content on subscription, local area guides, e-guides or bespoke projects and take some of the pressure off you.

You can book a call with me about any of these services here.

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