Stand out from the crowd!
In an ideal world, your real estate agency would be busy all the time! When the property market is buoyant, real estate agents find that buyers and sellers are contacting them consistently to find out about their services, while landlords and tenants should be listing and renting properties with you regularly.
However, this isn’t always the experience of every real estate agent. This is why having an effective real estate marketing strategy is so important and why generating successful marketing ideas is imperative for all estate agents out there today.
The world of estate agency marketing has come a long way over the past decade or so, and marketing ideas have advanced exponentially. Gone are the days of only relying on physical flyers, newspaper advertising and weekly leaflets about local properties. Instead, you’re more likely to find marketing tips that suggest you host a webinar, create an information video, dabble in email marketing, or raise brand awareness of your real estate agency and attract new potential clients by harnessing the power of Twitter, Facebook and other social media platforms.
With this in mind, it isn’t too difficult to see why so many companies working in the real estate business now need a little help with their marketing efforts to ensure that their campaign is successful.
So here, we bring you our best real estate agency marketing advice and information to boost your business and help you create an impact within your local property market and stand out from your competitors.
The Importance Of Visibility And Recognition In Real Estate Marketing
If there’s one thing that most people will agree on, it’s that there are plenty of property companies trying to make their presence in the local market known. That means you need to ensure your business really stands out from the crowd. Your brand needs to be visible and recognised, and this is key to your marketing campaign. You’re fighting a losing battle if nobody in your local area can instantly spot your business logo and know in a second what you do.
At one time, potential clients would recognise real estate businesses from the For Sale and Sold signs that they would see around their neighbourhood. Yet, while these boards are still found on-site when a house is put on local property listings, they are far from the only way to make your brand distinct from its competition.
For a business to be successful in marketing its brand, it must retain consistency across all its advertising and promotional tools. That means an identical colour palette, logo and font across the board, from your website, Facebook, Instagram and other social pages to the ads that your audience see in physical media such as local newspapers and an email newsletter that gets sent out to people who have already shown an interest in getting more information from you.
Yet, while logo and branding are important, the methods used to showcase your agency are even more important. So, here we look at the best marketing strategies out there to promote an estate agent and bring you some interesting and helpful tips to make your marketing experience run more smoothly.
Social Media Marketing Ideas For Estate Agents
It’s fair to say that more people than ever before are using social platforms, with over 12 billion people logging onto Facebook alone every week. Now, with so many users turning to online social outlets like this, it isn’t too hard to see why it’s a good idea to have a page on these platforms to promote your business.
These platforms are a great way to raise awareness for free about your business, letting customers know about the professional services you offer, properties that are selling in your local area and sharing property news and information that prospective clients might want to know.
It’s crucial you don’t only post about you, and instead include a good mix of personal, fun, informative and educational posts. When you create campaigns for these media pages, you should include content that is fresh, relevant, highly visual and engaging. Choose photos, videos and infographic images so that people will be keen to tag others and share, enabling you to generate more leads and drive up traffic to your site.
When you post on these social media platforms, you’ll find it’s a great way to get publicity for your company as users will do all the hard work on your behalf, sharing your relevant content amongst themselves and helping to get your name recognised in the wider online market.
Maintaining A High Quality Website
These days, buyers and sellers often turn to Google first for information when they’re ready to market a property or make a purchase. Online property searches are extremely commonplace, so if the answer to the question “what happens if I Google my business” is “nothing”, then something needs to change!
It isn’t enough to simply create a professional website for your business – you have to maintain it too and keep it fresh. When clients go online and carry out a Google search for your name, they expect to find a website that is attractive, modern, responsive and up to date. With so many alternative options on the internet, your target audience will simply go elsewhere if yours isn’t up to scratch. With this in mind, you need to ensure that you write and publish high-value content regularly.
Of course, this content should include details of every flat and house for sale or rent on your website and photos and relevant information, but that shouldn’t be all the content you produce. You should also ensure that you write creative, regular high-value articles and blog posts that use specific keywords to target your individual audience. Businesses that post on an online blog page regularly have been shown to be far more likely to create more customer leads and attract more customers to fill in a form to subscribe to their newsletters.
Every blog post on your website should be written to include chosen keywords. These words can be determined through appropriate research and included when writing blogs.
When potential buyers or sellers carry out a Google search for the terms they are interested in finding out more about, they will be directed to your business’s page. When you create these posts and e-guides, you could include:
- The latest local property news, reviews and testimonials of local attractions and businesses
- Video how-to guides (such as a video about how to prepare your property for sale)
- Checklists (for example, a moving day checklist of things to remember)
- Top tips (such as how to master photography techniques to showcase your home in the best possible way)
- A user-friendly explanation of key real estate terms and what they mean (for example an overview of the different types of search that can be carried out on a property when making a purchase)
- Lifestyle articles solving common problems such as home decor tips, trends and improvements.
A more modern alternative to traditional outbound marketing in the form of standard ads, this form of content is known as inbound marketing and could make your campaigns considerably more effective in raising customer awareness of your agency and encouraging prospective clients to make contact with your company. People who turn to Google to get the information they’re seeking will be directed to your website, and while they’re there, they may decide that you’re the right agency for them.
Although newsletters may not be your number one priority when it comes to marketing, in fact they can be beneficial at a different stage of the sales funnel. Email newsletters target people who have already shown an interest in your services and who have given you their email addresses. As these are already qualified leads, producing a well-thought-out newsletter can be useful in encouraging them to take the next step of contacting you and arranging a property viewing or consulting about selling their home. It’s important to remember that newsletters must be informative and interesting to read. They must contain valuable details that prospective clients would want to know. Otherwise, they will simply go straight into the bin without being opened. Make sure to create a catchy headline to draw the eye of the reader and then follow it up with content that adds sufficient value to make reading it worthwhile.
Creating Area Guides
Another excellent marketing option to promote an estate agency is to create free local area guides about the areas that your company covers. Anyone interested in relocating to a different part of the country will want to know as much as possible about the place that they are considering moving to. Therefore, your agency can establish itself as a leading authority on the subject by offering all of the vital details in one easy-to-access format. Once potential customers have read the area guide, they may then be encouraged to contact your agency to find out more about the properties you have available, thus increasing your leads and driving up conversions.
To find out more about how we can help you with personalised content for your estate agency, and to take a free trial, click here now.