Unfortunately, even in 2021, estate agents are still having to battle against the stereotypical image of the ‘sleazy’ salesperson who would sell their own grandmother for a commission! Don’t take offence, you know it’s true, even if you are not like that personally!
Of course, promoting your estate or lettings agency is very important, but being too ‘salesy’ is one of the fastest ways to put your potential customers off and it’s the same for every business, not just yours.
So how exactly are you supposed to show how good you are without showing off and feeding into this stereotype? Do you risk looking like all you care about is your ego, or should you hope that your success speaks for itself?
Well, it’s important you don’t leave this to chance. Customers won’t come to you without knowing more about you and your agency first. They want to know that you are knowledgeable, experienced, passionate, friendly, amenable, and of course, that you will go the extra mile, always putting them first.
You may be under the impression that if you don’t shout about your agency from the rooftops, then no one else is going to do it for you!
There’s a little bit of truth in that. But to be honest, that’s only if you’re a ‘not very good estate or lettings agent!’
If you ensure you present yourself as the most knowledgeable, expert agent in your local area, you’ll boost your visibility, gain respect, and other people will shout about your agency from the rooftops for you!
But it’s up to you to get yourself into that position in the first place – and subtly!
So, what can you do to stealthily blow your agency trumpet?
Leave your ego at the door!
Better still, lock it in the shed, spare room or garage. Direct your marketing efforts to your customer’s needs and interests, not your own. If you use ‘I’ or ‘We’ more than you use ‘You’ then you are focusing more on yourself than on your customer.
For example, if your agency has won an award – congratulations and all that – but why would your customer actually care? What does it mean for them?
By all means, promote your award, but in a way that shows how it benefits the customer, not you! For example, instead of saying:
“We are proud and delighted to announce that we have won the Gold Award for Residential Sales in Manchester with 92 properties sold by our team between March and May.”
“Our experienced team continue to work hard for you, putting your needs first. Winning the Gold Award for Residential Sales in Manchester reflects just how passionate we are about making sure you achieve your dream home without unnecessary stress or worry.”
It’s all about making it clear that your customer can be confident that they are making the best choice of agent when they choose you.
So, here are my top 7 tips for very subtly blowing your own trumpet!
If you make a big claim, make sure you can back it up with a relatable story.
One of the biggest complaints about the property industry is that agents have a habit of twisting the truth. We can all forgive a little artistic license, but it’s important to be as transparent as possible. You’ll gain more respect. Simply saying that you are the best agency in town is totally unsubstantiated.
Online visibility is crucial, so it’s important that you are ‘seen’ on all the social media platforms.
But that doesn’t mean just listing properties or statistics or telling people that you are ‘really, really good’. Posting statistics without any context will not show that you can help a home mover. It will not be clear whether those statistics are good or bad as there is no comparison, and so it will become white noise and probably be ignored altogether. Most sellers find statistics pretty boring unless you can find a fun and engaging way to incorporate them into a blog or social media post. Statistics do have their place of course, but they must be intertwined with other content. It’s the same for property listings – the danger is that viewers will just scroll on by.
Have community spirit.
By becoming involved in your local community, your brand and face will start to be instantly recognizable and the local community will begin to trust that you are the agent for the town. I’m talking about getting involved in litter-picking or sponsoring the local parkrun, donating to food banks or local schools. The smallest of actions can show you to be compassionate and caring while simultaneously promoting awareness.
This is the biggie, and it goes with point number two.
You must post informative content. It’s crucial. Use the 80/20 principle here. If you post 80% informative content that helps your customers in their home moving journey and allow 20% of your posts to be based around your properties, successes and statistics, that’s a good mix that keeps your ego out of the way!
Post regularly and consistently.
Points two and four are useless without this point! If you only update your blog once every few months and update your social media once every two weeks and then when you do it’s all about you, this will be viewed as an advert (if it’s seen at all!). Regular blog and social media posts will ensure that your content is varied and helpful and that the views on your ‘boasting’ posts are higher because you will have a larger following overall.
Get reviews and testimonials.
Feedback from a real buyer, seller, landlord or tenant who has had a great experience using your agency is a fantastic way to ‘boast’ about your agency because it is not in your own words! It is a bona fide recommendation from a real customer and will be trusted by other potential customers. In other words, it’s social proofing at its best.
Use case studies.
This is a more subtle way of promoting your agency. Telling a story and showcasing how you helped a customer sell their property or secure their dream home is proof that you have done a great job. If you had challenges to overcome or particular successes with the sale then write a short piece about it, highlighting how you helped the client reach a positive outcome. When a potential client reads this, they will be reassured that you can help them sell their home and solve any problems if they arise.
These simple tactics don’t involve pie charts, property listings, awards or long egotistical pieces of content.
They do involve showcasing your trustworthiness, reliability, knowledge, expertise, passion, skills, friendliness, and helpfulness in a super subtle way.
Need help fine-tuning your trumpet? Book a call with me for a no obligation chat to see how I can help you get subtle blog content in front of your target audience and help your visibility.