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How agents can maintain positive relationships during lockdown

How agents can maintain positive relationships during lockdown

BriefYourMarket.com’s Product Director, Ben Brain, has created a video and free checklist guide to help agents keep in touch with their customers throughout lockdown.

Ben has gained valuable knowledge on communicating with his clients from his time as a Director at award-winning Hannells Estate Agents based in Derby, with insight into a communication strategy that works during the pandemic.

In the short video below, Ben explains how he utilised a simple checklist during the first lockdown to maintain consistent relationships with his customers; without the ability to see them face-to-face.

Are you making the most of your time in lockdown?

Use our COVID-19 checklist for your business and see if you’ve ticked all the boxes. This will help strengthen your position in the market, as well as continuing relationships with your customers.

Click the button below to download for free.

Are you continuing to communicate with your clients?

We’ve created three email or letter templates dedicated to different client communications.

These campaigns can be altered however necessary – or if you like the style – can be kept the same.

Click below to download for free.

Get in touch

To request a call-back from a member of the team, please enter your details below.

Estate agents, start the year successfully with these six sends

Estate agents, start the year successfully with these six sends

Here at BriefYourMarket.com, we hope all of our customers were able to enjoy a safe festive period. As we begin a new year, it’s important to start off as you mean to go on. 

Despite the country being placed under strict restrictions with its third national lockdown, the property market has stood strong and will remain open, meaning that estate agents will be able to fulfil the needs of their clients and meet increasing demand levels.

With many experts predicting that market demand will carry on into 2021, it’s important you make your customers aware that you’re still operating as usual and remind them why January is a great time to buy and sell.

Last January, Rightmove saw a 7.4% growth in the number of sales agreed compared to December 2019. Whilst more recently, they’ve reported on an incredible surge in website traffic over the Christmas period, with double the standard number of visitors and enquiries.

How are you planning to communicate with your database this month and maximise returns from your marketing?

In this month’s send plan, we’ve equipped our agents with six drag-and-drop emails, which offer a response to the lockdown announcement and provide ample proof about the successes of selling or letting this season.

As we come into a new year, it’s important to remind your database that – despite the national lockdown – they can still get on the market safely and successfully with your support.

To help agents in this, we’ve prepared six campaigns for our January send plan.

These communications look to encapsulate elements of the month’s events, whilst promoting your services, viewings and valuations. 

Your lockdown response

As the nation begins the year in a third lockdown, it’s important you reiterate to your customers that you can still operate as usual.

We’d recommend sending this campaign to your whole database to inform them of updated lockdown guidelines regarding the property market.

A year in review for 2020

This email allows you to provide an upbeat New Year’s message for your clients.

It also offers an insight into what 2021 might hold for the market.

We’d recommend sending this to all of your customers to wish them a Happy New Year and look back at the positives of 2020.

New year, new house

This campaign highlights why January is one of the best times to place your home on the market using seasonal trends and insights.

Encourage valuations from interested homeowners, whilst reinforcing your extensive market knowledge.

For maximum effect, it would be best to send this to a filter based on applicants and potential vendors.

Top 10 most searched terms

Delve into what buyers and tenants look for when they’re browsing the market and focus on the most-searched-for phrases from the latest Zoopla reports.

We’d recommend sending this email to your whole database, as it features both sales and lettings advice.

How to manage your property chain

This email is an informative campaign that looks into the home-moving process, reassuring vendors and buyers about the stages of progression.

It’s best to send this to a filter based on applicants and potential vendors.

Hot properties to start your year with

This campaign’s purpose is to showcase your best-performing properties and give them more exposure.

Target both the sales and lettings market and show your vendors and landlords how you’re marketing their properties differently to your competitors.

For maximum effect, we’d recommend sending this to a filter of potential vendors/applicants for sales properties or tenants for lettings properties.

The next step for your new year strategy

All of these campaigns are now available for our agents to drag, drop and send from your Campaign Library. To request help implementing them, please contact our Customer Success team.

Alternatively, for more information from one of our marketing consultants, please click below.

Gifting estate agents with a content-packed Christmas

Gifting estate agents with a content-packed Christmas

As we come to the closing stages of a year we certainly didn’t expect, it’s time to get into the festive spirit.

Despite having gone through our second national lockdown and emerging back into the government’s three-tier system, the property market has remained largely unaffected over this period.

Thankfully, the market has shown its resilience and remained strong, which can be contributed to the fact that unlike back in spring, the UK housing market has been kept open and active for homeowners to progress with their next move.

Whilst it’s not a traditional time for buyers and sellers to flood to the market, 2020 has been an unprecedented year so far, meaning there could be one or two surprises left this December.

Last Christmas, Rightmove saw a 26% increase in web traffic with over four million of us visiting their site, showing just how crucial this season can be for estate agents to grab the attention of their clients before they buy or list in the new year.

At BriefYourMarket.com, communication is critical to us.

Therefore, whilst you were wondering what presents you needed to buy, we were working hard to ensure we could provide you with a comprehensive send plan to step into Christmas with!

Packed with eight different emails to fulfil your every need, you won’t struggle to provide your clients with content this month.

%

More sales going through the process compared to this time last year

%

Average home price has risen 7.5% from this time last year

%

Increase, on average, in people searching online for their next home

With the festive period bringing Christmas joy, as well as the news of the UK housing market remaining open in every tier, it’s important your database knows this.

To support agents in this, we’ve prepared eight campaigns for our December send plan.

These communications look to encapsulate elements of the government’s guidelines, whilst promoting your virtual services, viewings and valuations. 

Light up your property

Encourage your customers to be aware of listing early to maximise online exposure and interest during the Christmas period.

Aimed at vendors and landlords who were considering selling or letting, this campaign uses key market statistics to generate leads for you to nurture.

We’d recommend sending this to a filter based on sales vendors and landlords who have had a valuation with you in 2020 but not instructed your agency.

Hold onto your baubles

This email encourages homeowners to instruct you prior to decorating their property.

It allows you to target your hottest leads to drum up valuations over winter, as well as positioning yourself as the local agent who applies strategic planning to help sellers achieve the best results.

We’d recommend sending this to a list of your recent lead expressions, either using your CRM database or past open and clickthrough reports to identify engaged contacts.

Almost as fast as Father Christmas

As a seasonal campaign, this offers a light brand engagement message to enhance brand association and likeability in your area.

It also introduces seasonal trivia about properties in this period, showing you’re the local and personable agent they need to help them with their sales and lettings needs.

For maximum effect, it would be best to send this to your entire database as a seasonal brand engagement communication.

List before Christmas

Drive valuations across December, with informative content on your region’s tier rating to reassure recipients.

This email also features an interactive GIF, which will stand out in your customers’ inbox.

We’d recommend sending this email at the start of the month to draw attention to your region’s tier number and the fact you’re operating as normal.

Dreaming of the perfect property

This email uses reliable market data from Rightmove’s House Price Index, which reinforces the positive market conditions we’ve seen over the last few months.

It’s best to send this to your entire database to inform them of current property market statistics.

Opening times

This campaign’s purpose is to update your customers on crucial information regarding your opening times.

It also gives you a chance to tell your managed landlords and tenants how they can contact you to report issues with their property over the festive period.

It’s key that you send this to your entire database roughly a week before you close for Christmas. This way, your clients are given plenty of time to contact you beforehand.

Our Christmas thanks

Take a moment to thank your entire database of customers for their continued support and loyalty, especially after a challenging year of ups and downs.

It is also a good way to celebrate the success you’ve had over the year and reflect on the milestones you’ve reached.

Happy New Year

End 2020 on a high this year by sending this campaign to your entire database on New Year’s Eve to get them excited about their property plans in 2021.

The next step for your festive strategy

All of these campaigns are now available for our agents to drag, drop and send from your Campaign Library. To request help implementing them, please contact our Customer Success team.

Alternatively, for more information from one of our marketing consultants, please click below.

For further guidance on how you should proceed as a business, we would recommend referring to information from the World Health Organisation, as well as GOV.UK’s update for agents.

Nine success stories from agents communicating over lockdown

Nine success stories from agents communicating over lockdown

Despite the worrying times we’re in, England’s second lockdown seems to have “barely dented” the property market – according to the Royal Institution of Chartered Surveyors.

Over October, agents saw higher buyer demand for the fifth consecutive month, whilst properties Sold Subject to Contract in the last week exceeded February’s monthly total by an incredible 128%.*

At BriefYourMarket.com, we’re facilitating communications for our estate agents, keeping them in touch with their customers when they’re operating from the office or when they’re working from home.

With the demand in the market only rising, are you utilising your database to unlock real value?

We would like to thank our highly valued customers for allowing us to share their feedback and continuing to partner with us.

For more information on our digital marketing proposition and what we can do for you, please contact us today.

*Source: BriefYourMarket.com

We have been using BYM for just over three months now. We have seen a noticeable increase in calls from previous buyers for valuations, and our instruction levels have increased significantly!

We are getting new valuations and instructions every month through the Digi-Val tool and we can’t wait to move our marketing on into next year.

Maxwells Estates

Market appraisals with a value of £300,000

Market appraisals in a single business quarter

Market appraisals with a value of £282,500

How many valuations and instructions could we find in your database?

Instructions with a value of £45,000

Instructions with a value of £72,000

Are you looking to drive direct website traffic to your properties and services?

Valuations with a value of £132,500

Market appraisals with a value of £434,700

Market appraisals with a value of £426,000

Find out how much your data could really be worth

Your response to the autumn lockdown

Your response to the autumn lockdown

This year has provided the property market with plenty of ups and downs, and now – with England back under lockdown – it looks like we’re going to be required to rise to the challenge once again as an industry.

To sustain business activity and support homeowners and movers, it became imperative for agents to be reactive to an ever-changing pandemic environment.

Meaning that agents who had little to no experience with online marketing soon found themselves facing a very uncertain period, with more and more of us relying on digital communications to keep ourselves informed and our businesses operating.

At BriefYourMarket.com, communication is critical to us.

So when we heard that the property market would remain open over lockdown, we started work preparing all the campaigns you will need to inform your clients, rebuild their trust in the market and position yourself for a successful autumn and winter.

How are you continuing ‘business as usual’?

House moves can proceed as long as COVID-19 protocols are followed, such as with the use of social distancing measures, face coverings and only allowing two households within a property.

Communicating your precautionary measures to your database is of key importance to keep people moving and taking advantage of limited stamp duty savings.

This November, we’ve released nine drag-and-drop campaigns to help agents achieve that. Contact us to learn more.

%

Number of active buyers in the market is 66% higher than this time last year

%

Property prices have risen by 21% in the last month

%

More homes progressing through to completion than this time last year

With the UK housing market able to operate during the second lockdown, it’s important to make this clear to your database.

To support agents in this, we’ve prepared nine campaigns for our November send plan.

These communications look to encapsulate elements of the government’s guidelines, whilst promoting your virtual services, viewings and valuations. 

COVID-19 autumn update

Inform your database that you are open during England’s latest lockdown; with virtual appointments available, where possible.

Share key guidance on how the housing market will operate over the next four weeks.

Promote the fact that many are still buying, selling, letting and renting at this time, making it an unmissable month for market activity.

Bonfire Night

Using an interactive GIF, this show-stopping campaign will help you to cultivate brand engagement and likeability this firework season.

Drive website traffic to your sales and lettings listings.

Reinforce the benefits of your virtual viewings and remote service practices.

 

November Property Trivia

As a topical message, this communication is a great option to generate brand awareness and will stand out in your recipients’ inbox.

The quiz style layout is socially relevant and positions your agency as an information source, which will resonate well with your database.

This campaign will also remind clients of potential stamp duty savings, along with the ever-nearing deadline. This will result in additional enquiries from your leads. 

Rememberance Day

Show your respect on Remembrance Sunday with this simple campaign.

As this year’s events are practically unrecognisable, help your customers by telling them what’s changed and how they can honour this important and historic date. 

Rightmove round-up

Communicate record-breaking statistics with your customers, including a range of figures that really speak for themselves about current market conditions.

This campaign focuses on three key market areas to encourage sellers to consider instructing you.

The links within the email will direct your clients to your website, creating more instruction opportunities, as well as brand awareness.

 

Stamp duty savings

This campaign’s purpose is to offer your database information about taking advantage of the stamp duty holiday before it’s too late.

The time-sensitive nature of the communication will prompt clients to request an up-to-date appraisal there and then, if they’re interested in moving in the near future. 

Black Friday 2020

Create your own Black Friday offering this month to generate more leads and attention from interested buyers, sellers and landlords.

For maximum results, make your Black Friday promotion time-sensitive. 

10 top reasons for November

Demonstrate to your database just how well the market is currently performing. 

This email offers clear, relevant market information to your database, which will in turn prompt more market appraisals this month.

 

Helping you move safely

This campaign informs your database about your in-house COVID-19 policies.

By sending this email, you will encourage your clients to remain confident about current market conditions and about your abilities as an agent, in general.

Provide them with clarity and reassurance so they ultimately don’t waste the opportunity presented by strong demand and stamp duty savings.

 

 

The next step for your COVID-19 strategy

All of these campaigns are now available for our agents to drag, drop and send from your Campaign Library. To request help implementing them, please contact our Customer Success team.

Alternatively, for more information from one of our marketing consultants, please click below.

For further guidance on how you should proceed as a business, we would recommend referring to information from the World Health Organisation, as well as GOV.UK’s update for agents.

Virtual promotion: how are estate and letting agents marketing to generate interest in their properties and services?

Virtual promotion: how are estate and letting agents marketing to generate interest in their properties and services?

Getting the market moving

On the 13th May, the UK Government made the welcome announcement that it was easing restrictions for the property market in England. This meant that people who were looking to make a move could now proceed in line with its official guidelines.

At the time of writing, the respective markets in Scotland, Wales and Northern Ireland are still heavily restricted; home moving is not permitted and only virtual viewings should take place unless the property being moved into is vacant or the move is deemed as critical.

In England, agents are now able to list new properties and visit to take photos and videos whilst adhering to official safety guidance. However, it is still necessary for agents to conduct virtual viewings in the first instance, with physical viewings only taking place with serious buyers who are genuinely interested in the property.

Agents ramp up digital marketing activity

As the announcement was made, agents were quick to respond to the easing of restrictions, eager to highlight that the market was open for business.

Cumulatively, agents updated 1.3 million people on the 13th May by property email updates via the platform. May 2020 saw a 9.6% increase on cumulative property-email interactions when compared with the buoyant February market which was full of pent-up demand fuelled by Brexit and the now infamous ‘Boris Bounce’.

Agents have renewed vigour in their marketing and are keen to service public demand for property and guidance information. The majority of businesses are now opting to communicate with their entire database by email property bulletins every other working day.

Agents have more to directly offer their clients now too. The ‘desire’ for property is tangible. The rebound in housing demand isn’t only due to pent-up movers who were put on hold during lockdown, there are new movers registering with agents at record levels as property becomes more accessible via virtual services.

What’s trending in estate agency marketing?

Reassurance and virtual service

There has been a huge push on reassurance pieces. Agents have been quick to demonstrate that offices are open and operating safely, with many choosing to publish their own COVID-19 safety guidelines in line with the government’s guidance. Many have also sent out their physical viewing and valuation policies.

Agents are eager to shift existing stock and many have chosen to send out filming checklists for vendors and landlords to help them capture property USPs on video.

Simple property viewing videos (like the example below) are being created between vendors/landlords and agents. These are then being distributed in hot property emails via our Video Module to encourage bookings for virtual accompanied viewings.

Portal stats and comments

Recent Rightmove and Zoopla press releases have been used for content marketing. Rightmove’s ‘record-breaking browsing’ release and Zoopla’s recent ‘88% surge in buyer interest’ commentary are being leveraged by agents who are using the established property-portal brands to drive direct traffic to their own webistes, properties and services.

Proceeding with a physical valuation or viewing are being marketed with advisories in place. Agents are driving virtual viewings first and informing people that they must establish they can financially proceed with the purchase before progressing to a physical viewing.

Want to find out more?

If you’d like to find out more about how we can help your estate or letting agency to market your properties and services, click below to book a no-obligation consultation.

Protection & Planning series for agents

In association with Yomdel, our Protection & Planning series offers estate and lettings agents free content; dedicated to preparing their team and business for a post-lockdown recovery.

To register for upcoming sessions and access a library of recorded episodes, please click below.