Creating and implementing an effective estate agency content strategy is crucial to achieving marketing success, but to obtain maximum ROI it’s essential for that content strategy to have multiple facets. One avenue you should consider exploring is influencer marketing. Most people have heard the term “influencer” these days, but you may not have thought about …
Years ago, people on the ‘t’internet’ (as Peter Kay would say!) concluded that blogging had died a death. Fortunately, or unfortunately for them, that conclusion didn’t withstand the test of time. Actually, blogging has only grown in popularity since then, but its purpose has drastically changed from being something only students do while travelling the …
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 …
Have you heard about content audits and are wondering what they’re all about? Unless you’re working with a content specialist, managing your blog can be hard work. While content audits sound like just another thing to add to your to-do list, they can be an important part of helping you refine your content marketing strategy …
Mobile-friendly blogging is about more than just having a responsive site. If you want to see success with your blog, you need to be catering to mobile visitors in more ways than just having a website that resizes to fit the screen! If mobile-friendly blogging has got you asking ‘what, why and how?’, here’s everything …
Are you looking for new ways to generate leads? Social media is one of the most powerful (and free) marketing tools that has changed the game when it comes to lead generation. Going viral on these platforms can boost your enquiries and raise brand awareness on a global scale. While there’s no guarantee that anything …
Is your blog fizzling out because you haven’t got time to update it? Has posting on social media become a drain on your time? We know there’s never a dull moment when you’re managing an estate agency. There are always client calls to make, valuations to do and homes to sell. Understandably, managing your blog …
When it comes to content, more is more. Search engines love it and there’s never a shortage of prospective clients browsing new topics online. That’s why having a blog for your estate agency that’s fresh and full of high-quality information is so important. It can provide an endless supply of marketing material that helps you …
Most estate agents have heard about content marketing, but unfortunately, not all are aware of what a content marketing strategy really is. Even those who do have a basic grasp of its principles unfortunately often lack the knowledge to make their content marketing strategy successful. A Quick Overview Of Content Marketing It’s no wonder then …
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.
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!