AUTOMATE YOUR INCOME
Generate more opportunities, save time and showcase your commitment to exceptional customer service. Automating registration, pre-appraisal, post-appraisal, cross and upselling campaigns, and anniversary messages are a proven way of winning more business and staying at the forefront of your clients’ minds. When the time comes to move again, automation will have put you one step ahead of your competitors.
MAXIMISE THE EXPOSURE OF EVERY LISTING
The first hour is crucial to maximising the exposure of a listing on the portals. After that, interest inevitably begins to cool. So, if you’re not showcasing your listings to your database, you are missing out on valuable opportunities to increase viewing activity and sell your stock faster. You can also use this medium as an instruction-winning tool, as you’re showing potential vendors and landlords in your database that you’re able to market directly to registered buyers and tenants in the area.
ENGAGE YOUR AUDIENCE WITH VIDEO
Showcase properties and create simple market updates on your smartphone. Video provides an exceptional way of getting your message across effectively. There are also several ways you can use video in your email campaigns. For example, why not consider filming a personalised pre and post-appraisal video; it’s a great way to leave a lasting impression with potential clients to increase your chances of winning more instructions.
CREATE OUT-OF-THE-BOX INCENTIVES
Running competitions in your newsletters provides a great way of incentivising your clients to engage with your content marketing. One of our agents recently ran a ticket giveaway for a major sporting event, where readers had to find specific italicised words located in each article. It received over 2,161 article reads, 114 competition entries, and generated 36 appraisals. What’s more, the winner was also looking to downsize.
BE PART OF YOUR LOCAL COMMUNITY
Helpful articles, like: ‘how to sell quickly’ and ‘property maintenance tips’ get high engagement rates. However, we’re seeing more and more agents doing some clever local marketing. What better way to cement your agency as the definitive expert in the area than by sharing events, promoting local businesses or creating guides to local attractions? Simple stuff like that helps you to stand out from the competition.
GET FRIENDLY WITH SEO
When writing effective and descriptive copy, focus on using keywords that relate to your locality, such as: ‘the best places to live in [area]’ or ‘average rental yields for landlords in [area]’. Making your copy applicable to your locality can really help to boost SEO; making it easier for people to find you organically through search engines.
BE INFORMATIVE ON SOCIAL
If you’re posting an average of five posts per week, bear in mind that the ideal ratio of property promotion to general content should be in the region of 1:4. Obviously, images and videos – especially a trending meme or GIF – can really help to increase engagement.
You should aim to post your updates on sites like Facebook and Twitter in the morning – around 9.00 am – for maximum impact. Sites such as Instagram tend to get busier around 5.00 pm.
SIMPLE STATISTICAL CAMPAIGNS GET PEOPLE MOTIVATED
With the portals receiving a combined 184.5 million visits per month for property searches and estimated valuations, it’s fair to say that understanding the potential value of our property registers highly on our radar.
Why not consider sending average property price increases to clients that completed on their property five years ago. This can help to rejuvenate your archive database and stir interest for their next move.
USE POSITIVE FEEDBACK TO INCREASE REFERRALS
Feefo surveyed a cross-section of 1,152 UK consumers exploring attitudes about estate agents. The results showed that 56% of them use reviews to choose an agent, 70% of 25-34-year olds rely on reviews when selecting an agent, and 68% of renters read reviews first when deciding on an agent.
Property-related decisions are a big deal. With competition fierce, your positive reviews are influential items of content to include in your marketing campaigns.
MAP OUT A 365-DAY MARKETING CALENDAR
If you’re struggling for content ideas, there are several key dates within the annual calendar that you can structure your campaigns around.
From ‘make your dreams come true day’ to ‘organise your home day’, these dates provide simple ways to schedule a content-rich marketing plan that’s cost-effective, simple and different.
Yes, you are busy: appraisals, viewings, progression, emails, team meetings… the list goes on. However, you’ll notice that most market leaders have a blog. They are really cost-effective, they encourage people to visit your website, they help to grow your database by encouraging subscriptions, position you as an expert, and they offer great content for sharing in emails, newsletters and social media.
SHOWCASE YOUR KNOWLEDGE
Like reviews, more and more clients are looking for additional information to help them decide which agent is going to represent them. Also, every client has a different motivational reason for choosing an agent; someone who is relocating for work is working to a different set of logistics than a couple who are looking to downsize.
Segmenting your database and offering specific downloadable feature guides or videos that relate to their requirements within your email campaigns are great ways of showcasing your knowledge and being hyper-relevant.
USE CLEAR CALL-TO-ACTIONS TO GROW YOUR DATABASE
Service, reputation and incentives are sure fire ways to increase the size of your database, but it’s important to direct clients with clear call-to-actions on your website and in your campaigns. One of the most effective call-to-actions to have on your website is ‘get an online estimation of your property in just 60 seconds’. Use your online estimation tool to compliantly capture client data, satisfy the need for instant gratification, and generate new leads.
REAP THE BENEFITS FROM TARGETED DIRECT MAIL
One of the most effective pieces of print marketing that you could do right now to get your telephone ringing and generate inbound leads is targeted 20/20 direct mail campaigns. Showcase ‘fresh on the market’, ‘recently sold’, and ‘recently let’ properties to up to 40 of the nearest properties to the one you sold or let.
Add in specific information on your campaigns regarding your properties, such as: number of viewings and length of time on the market. You can also include links to specific areas of your website. Providing an online estimation, for example, is one of the most effective ways to drive direct traffic to your website, build your database and increase your leads.