Having a real estate blog is essential if you want your estate agent business to be a success. However, coming up with blog ideas can present a challenge. Your first few blog posts may be a breeze to write but blogging ideas can become thin on the ground over time. When you write a blog, …
Everyone wants to be the best agent in town, right? But what makes you the best? Is it having the most boards? Or the lowest fees? Giving the highest valuation? Or perhaps the most followers on social media? The truth is it’s none of these things. The way to be known as the best agent in …
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.
An unloved blog page is a very sad thing. It gives the impression that you have started something that you can’t be bothered to carry on with. That you just don’t care enough about your agency and your clients to keep them up to date with the latest news or offer them advice and information …
As you know, marketing is a huge part of business and the recommendation is that to get the maximum reach from your social media, you should be posting to all your platforms, multiple times, every single day. Now that’s a full-time job in itself!
This is largely due to the (mostly secret) algorithms that social media platforms use. They are configured to only show content to the top viewers on your page, meaning that your posts are likely only actually being viewed by a small percentage of your followers at any one time.
I had the absolute pleasure of being involved with Propertymark’s very first Power-Hour recently for #LearningTuesday. I spent a very pleasurable 60 minutes discussing over zoom how agency employees can be the key to every agency’s content marketing efforts, giving you that extra oomph by multiplying your reach.
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?
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.
It doesn’t matter what business you are in; creating and publishing fresh, engaging content is a necessary practice that should be done consistently.
Unfortunately, I see so many property professionals choosing to ignore the importance of content creation…because they don’t understand why content matters…and that makes me sad!
If this was a perfect world and all your estate agency marketing ideas worked as you thought they would, you would win instructions and sell houses simply by listing all the good stuff about your agency and your properties on your website, blog and social media platforms.
You know the type of thing I’m talking about:
You offer free valuations
You produce a brochure with a floorplan and photographs
You show prospective buyers around
You deal with offers
You progress the sale
You’ve got a database of waiting buyers
As an estate or lettings agent the chances are that you’re probably not much of a writer. I appreciate that’s quite a sweeping statement and it’s not meant as an insult, it’s just that your skills probably lie elsewhere. That’s why you have chosen to be an estate agent, rather than a journalist, copywriter or any other role in the creative industry!
Nine out of 10 of you will have sat down to write a blog post, news piece or local area guide at some point during your estate agency career and found yourself still looking at a blank screen two hours later. And as you curse and get more frustrated, the harder it is to make the words flow!
If you already create your own blog content, you’ll know that it’s not a task which can be completed in 10 minutes flat.
You need to decide on a topic
Do your research
Fire up your creative juices
Write your piece
Edit and upload
I chat with Ebs Turner from Prop Media about content for estate agents and my property pet peeves!
The biggest business risk I took was when I ditched the direction my business had been going in for almost 15 years and chose to start a completely new business, from scratch.
It was either I choose to take the risk or choose to stay safe. Two reasonably straightforward options on the surface, I suppose. But staying safe would have involved winding up my original business and going to work for someone else.
That scenario filled me so much horror, I can’t even tell you!
Following on from last weeks blog post, I want to share with you three of the biggest marketing mistakes you absolutely must avoid if you want your estate agency to succeed. Becoming the go-to estate agent in your area is crucial and winning more instructions is within your reach!
I have helped hundreds of estate agents understand why content is key and in the process of doing so I have noticed that the SAME three mistakes crop up time and again.
So, the best thing you can do now is save yourself from wasting another minute by learning from the past mistakes of those other estate agents!
From my frequent conversations with property professionals, I know you may be one of many estate agents who have issues creating content for your blog, newsletter or social media that actually engages with your target audience and makes you stand out as an expert.
The truth is, it’s just not as easy as it looks!
I was thinking about this over the weekend and so I thought I would help you out by giving you my seven best tips for creating genuinely engaging and interesting content for your target audience – home movers!
So many estate agents do not follow the very simple content marketing strategy that they profess to know all about.
What’s stopping you?
I have a theory that you’re not actually entirely uneducated or lazy, there’s another factor in play too.
And, that is patience.
Am I right?
Watch my recent chat on this topic with UK Property Journalist Christopher Watkin and then tell me your excuses – I’m interested to know!
As you can imagine, my inbox is pretty busy with questions and requests from estate agents. Creating content for estate agents is my niche, and I like to stick to giving help and advice on what I’m good at!
Since Covid-19 rampaged through our lives, a considerable number of estate agents have woken up to the power of marketing their agency through online content, in fact, I would go so far as to say that Covid-19 has actually dragged a few estate agents into the 21st century at last. Not without some kicking and screaming though.
I was chatting with an estate agent based in the North of England last week about his blog which, in fairness, he does publish posts on…sporadically…when he has time…and when he can think of something to write about! So, we were talking about the value of blog content and he said: “But I published an …
Last week I received an email from an estate agent which contained a very important question.
The agent simply asked me why I send emails to him, but never explain in those emails what my services are or how much I charge?
So, I thought I would explain that there’s a very good reason why I don’t ram my services down my subscribers throats every week. If I did, I’m pretty sure they would hit the unsubscribe link without hesitation.
At last, there has been some good news for the estate agency industry, with Chancellor Rishi Sunak announcing a Stamp Duty holiday on residential purchases of £500,000 or less in England and Northern Ireland until March 2021.
So, being in the property industry, how do you feel about this?
If lockdown has done one thing, it has highlighted the necessity for estate agents to increase their online presence. In fact, this has been underlined not just for estate agents, but for every business that until these last few strange months may have been lacking somewhat when it came to their digital arsenal.
I’m not just talking about having a website though. Any estate agency can have a website.
Actually, I’ll rephrase that. Any estate agency can have a pretty website.
No, that’s still not quite right. I’ll try again. Any estate agency can have a pretty invisible website.
Just because you have a website showcasing your listings, this doesn’t automatically guarantee your visibility online.
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?
How helpful have you been to your clients these past few months? No, really, I mean if you take a proper good, long look at yourself and your agency, have you been, and do you continue to be as helpful as you can possibly be when it comes to your clients?
I’m interested to know because there was an article that caught my eye in the Property Reporter newsletter last week which stated:
“According to new research by home setup service, Just Move In, an overwhelming 69% of the nation feel that estate agents should do more to help them during the stressful process of moving between homes.”
Woah! 69% is not a small percentage…
You’re a fantastic estate agent, right? Of course you are. Or, you think you are.
But how does your target audience see you? Or, do they see you at all?
Each day you show up, and you run your agency. You collect leads from property portals, and you duly go to booked valuations.
Depending on your workload you work early, you work late, you work weekends, you add your market share stats and data to your website so that everyone can see how amazing you are. You give yourself a well-deserved pat on the back at the end of the week for all the hard work and the hours you are putting in.