Not all estate agents are created equal. When it comes to landing new clients, it’s your unique skills and awesome reputation that will make you stand out from the crowd. But how do you get the attention and business you deserve? By developing a diverse and well-rounded marketing approach. This includes everything from paid advertising to attending social events and even utilizing old-school techniques like mailers and business cards.
Here we’ll explore some of the most effective and powerful estate agent marketing techniques to help you grow your business and your bank account.
1. Combine New and Old Advertising Techniques
While the adage, “Out with the old, in with the new”, holds true for some things, it’s not necessarily the best approach for estate agent marketing. Creating a diverse marketing strategy is best. This includes both traditional approaches and new technology and resources.
Traditional forms of estate agent marketing include using email listenings, fliers, business cards, and good fashioned meet and greets. Although most of the world is online and using digital resources, some people prefer picking up a business card or seeing your face, name, and contact information on a sales board. Don’t give up on these forms of advertising which may be considered “oldies but goodies”. Hosting public meet and greets or Q&A sessions helps put a face to your name for potential clients. Shaking hands and attending local events goes a long way in establishing trust and brand identity.
There’s no denying that your marketing efforts need to keep up with the times, which includes a variety of online and digital techniques. Creating a website, opening social media accounts, using virtual walkthrough tours on your listings, and using online property portals are all musts.
2. Diversify Your Skill Set
The more services you offer, the more likely you are to attract a wide range of clients. Not every property owner is looking for the same type of service. For example, some property owners want to let their homes as a form of passive income. Others want an agent who will conduct viewings and open houses but not collect rent. When it comes to selling a property, you may offer sale boards for the front lawn while other agents don’t. The more individual services you offer, the broader your customer base will be. Just be sure not to spread yourself too thin. While it’s okay to be a Jack of all trades, master of none, you still need to provide top-notch services.
3. Revisit Old Leads
When you’re tapped for resources and your phone stops ringing, it may be time to step back in time and revisit old leads. There’s nothing wrong with following up with former clients or leads that never converted to sales, but there’s a right and wrong way to go about it.
Don’t badger former leads by spam calling or emailing them. Don’t harass them or pressure them into hiring you or meeting up. Simply reach out, let them know you still have their contact information and you were curious if they still needed your services. While many people may no longer need an agent, there may be that 1 in 10 that’s been waiting for your call!
Another way to keep your name at the tip of people’s tongues is by joining lead generation and listing sites like Rentround. Rentround is a useful database for buyers, sellers, and landlords looking for reputable estate agents that offer a variety of services. They use a unique (and free) calculator that lets people search the local area for agents that fit their needs and budget. By adding yourself to a website like this, you’ll continually gain attention and inquiries.
4. Offer the Best Property Listings
They say a picture is worth a thousand words. With over 50% of all buyers finding their dream home online, you need to create high-quality property listings that generate plenty of interest. Clients want an estate agent that knows what they’re doing and that means knowing how to present a property listing in the best light possible.
Be sure to list all properties on the two most popular portals in the UK — Rightmove and Zoopla. Here, your client’s property will get countless views and inquiries. But not just any property listing will do. Make sure the pictures you include are high-quality, clear, and attractive. Do this by taking photos yourself or hiring a professional photographer. You can also add virtual walkthroughs to your listings and a beautiful, detailed description.
5. Grow a Positive Reputation
Reputation is everything in business and the property industry is no different. All it takes is a few negative reviews and bad experiences for the word to get out that you’re an unreliable agent. While you can perform damage control, generating a positive reputation from the start can help avoid this.
Start by establishing yourself as an expert in the industry. One great way to do this is by designing a professional and functional website that includes a blog. In addition to your contact information, services, and pricing, your website needs a blog that provides visitors with useful information at no cost. Not only does this establish authority but also gains client trust and loyalty.
Nearly 80% of people admit to trusting online reviews as much as a personal recommendation. Positive (and negative) online reviews go a long way. Don’t be afraid to ask satisfied customers to leave you a review about their experience and why they’d recommend you to a friend. If you get a negative review (and you will), be sure to address it immediately. Ignoring it or defending yourself will come off as unprofessional and petty. Instead, apologize for the bad experience and offer to make it right.
You can also create a positive buzz around yourself and your business by volunteering in your community and attending local networking events. A smile and a handshake go a long way in establishing trust and a good reputation in the property in the industry.
Market Your Estate Agency the Right Way
With over 22,000 estate agents in the UK, attracting new leads and landing deals can be difficult. With the right marketing strategy, you can not only gain new business but create a positive reputation that keeps the customers rolling in.
While new forms of advertising work great, don’t turn your back on traditional efforts that have a proven track record of success. With a multi-faceted approach to estate agent marketing, you’ll get the best ROI for your time, efforts, and money.