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Marketing best practices for the modern agent

There certainly isn’t a one-size-fits-all solution when it comes to marketing your business, however there are some fundamental best practices estate agents should aim to adopt. In an industry where we are catering to all ages and backgrounds, it is important to incorporate both traditional and  forward-thinking tactics, to keep up with the evolution of technology and competitive nature of the property industry. Here are just some of the things you can do to stand out from competitors and attract more listings:

Social media

Social media is one of the best ways to promote your properties, share positive publicity about your business, interact with clients and answer FAQs. Sharing client testimonials on social media is also a great way to attract new business. When a client has a fantastic experience with you, ask them for a testimonial and make the most of it by posting it on your website and across your social media channels. This will all help gain the trust of potential new clients and help you project digital authority. 

There is a common misconception that it’s just the younger generation on social media, but that’s not the case at all. In fact, studies show that the majority of Facebook users are aged between 25 and 34, followed by 35 to 44 year olds. With the average first-time buyer at 33 years old and the majority of buyers older than this, you’ll be sure to reach your target audience!

To amplify your featured properties and blog posts, ensure you include social sharing icons on your site to make it easy for people to share with their family and friends.

Photography

Getting your photography right is crucial for all estate agents because, besides price, photos are the first thing to draw clients’ attention to a property. Of course, hiring a professional photographer with experience would be ideal, however we understand that this is not always realistic. Fret not, when provided with the right equipment (investing in a decent camera and some lighting) and a few practice sessions, your existing team can learn to take attractive property shots. 

 When selling a property, agents should also acknowledge that it’s not just the property they’re selling but the area, too. So, it is wise to make use of local images and popular amenities sites to showcase what the area has to offer.

Keep in touch

Building relationships with your previous and potential clients is invaluable. Giving your new homeowners a small moving-in present such as vouchers for a local restaurant or homeware shop or a bottle of wine is a great way to make them remember you and share your details with friends and family. Keep track of clients’ details so you send annual Christmas cards to keep the relationship going. 

Another great way to keep in touch is by creating a referral system and providing incentives for previous clients to refer you to future ones. Adopting tools like mio enables you to build better relationships across the chain with more informed conversation taking place and less sales derailed. This helps you provide an impressive level of customer service which makes people more likely to refer you online or via word of mouth. 

Create an amazing website

Your website needs to offer the best user experience and provide access to all the information someone may need, including fast-loading photos, easy access to Google Maps, information about local hot spots and their respective walking distances, transport links etc. If your site doesn’t tick all these boxes, your potential client will look elsewhere. 

We cannot emphasise enough the importance of mobile in your marketing strategy. Your website needs to be mobile-friendly as roughly 80% of internet users are on mobile devices!

Engage the right audience, those who live or are looking to buy in the area, by providing local-oriented copy on your site, such as neighbourhood news or deals. You should also create relevant content to capture leads, such as guides or tips for new homebuyers e.g. “10 DIY tips for increasing property value”. These content pieces can also be offered in exchange for email addresses which leads us into the next best practice: email marketing.

Leveraging your connections online is also a clever way to boost your brand awareness and drive traffic to your website. If you have a trusted number of legal practitioners that you are happy to recommend, add a backlink to their website from yours and ask them to do the same. Not only is a link a great method for directing people to your website, but it also acts as a positive signal of trust for Google and can help to boost your website rankings. 

Email marketing 

Creating a newsletter to send to your email subscribers can help increase leads, however you must ensure that you’re sending relevant content that will be of interest. Some examples include: new houses on the market in the area or recent property news. It’s useful to segment your newsletter subscribers based on location to ensure you’re only sending relevant information.

You can also tailor your emails based on previous actions subscribers have taken. For example, if someone has viewed a property with you but were not interested, follow up with an email listing other similar properties. Provide content that will help nurture your clients and guide them in the right direction along their property-buying journey. 

Old School Mailers

Despite the web being necessary in this day and age, there is still a place for traditional advertising, particularly when you know your target audience. Sending out branded postcards (make sure they’re ‘fridge-worthy’) to potential buyers in specific areas can be a gentle yet effective reminder that you’re in their local area and can help them with their next big move.

Local Sponsorship

Consider helping sponsor local festivals, sports teams or school events as this will earn you visibility in your local area, getting you a spot on sign-posts, flyers and posters.

Remember that there’s no umbrella solution and your marketing strategy will be different to every other agent so find what works for you!

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