If you’re looking to generate business for your UK estate agency, it might be worth giving your marketing strategy a fresh look. In a previous blog, we talked about the three types of marketing campaign that will grow your business fast, whether you’re looking to generate leads, make conversion happen, or retain your customers.
Here we dig down to the key elements you need to consider in our (almost) A to Z of marketing tips for real estate agents.
Before you launch any campaign or make any marketing plan, it is crucial that you understand who you are talking to. This is where the customer avatar or buyer persona comes in. Creating a customer avatar is about pulling together a profile of your ideal customer, based on research. You’ll need to think about basic demographics - their age, income, location - as well as their beliefs, interests, pain-points or challenges and the media they consume.
Tip: Read more about creating an ideal buyer persona in this blog.
A good blog is one of the best methods for generating awareness for businesses in the property sector. Write blogs packed with good, useful and sharable content, and you won’t just drive traffic to your website. You’ll be seen as an authority, putting your brand on the radar of buyers, vendors, landlords and tenants - and improving your search rankings with Google.
TIP: Read more about how to find topics for your blog
A content strategy is about providing regular, high-quality content to customers and potential customers. The most commonly-used content marketing tool is the blog – see above - but it takes in a range of other media too, from video to podcasts or infographics.
TIP: Read more about content marketing for UK estate & letting agents.
Read any media story, and you’ll understand how important data is to today’s news agenda - and buying and selling homes is no exception. Get to grips with the statistics relating to the property market in your area, use them in your content, and you could become an authority, boosting traffic to your website, your Google rankings and your credibility locally.
Doing anything by email may seem a bit old-hat when it comes to all things digital. But, used as part of your marketing funnel, email is still just about the best way of converting leads into customers. Email newsletters are a particularly good way of putting your business front of mind for existing clients and boosting your credibility with new ones.
Use email marketing to get people reading your blog, to showcase your top properties and to reveal the personality behind your brand, as well as to plug promotions and special events.
Make sure your copy is crisp, your headlines really draw people in and your images are strong and appealing. Then interrogate the data from the mailing system you use to understand which content works best.
TIP: Read this blog post on email marketing for estate agents
Fashions in social channels come and go. Facebook, however, endures as the world’s most popular platform. If you’re looking to generate leads, Facebook will help you reach everyone from first-time buyers to downsizers or people renting out an inherited property.
You can post your blogs, latest properties and other news on your Facebook timeline, but it’s worth considering adding Facebook advertising to your marketing mix too. Facebook adverts help you get the most from your marketing spend, thanks to a unique ability to target campaigns to very precise audiences.
TIP: Read more about Facebook ads for estate agents.
Google My Business
Part of Google Maps, Google My Business (GMB) is a valuable marketing tool that connects businesses to local customers – so it is very effective as part of your lead genration strategy. Set up a GMB account and local searchers will find your business and its location along with reviews, photos, videos and Q&As. Good, regularly-updated GMB profiles really do attract customer attention but they also do a great job in boosting search rankings.
The attention-grabbing headline has been at the core of any successful marketing campaign from the outset, and the same is true today. Your headline can be the difference between someone clicking through to your blog or landing page from a social platform, or just scrolling past. You don’t need to be a master wordsmith to crack headline writing. There are plenty of techniques you can learn and employ to improve your headlines.
TIP: Read more about how to grab the attention of the reader with better headlines, in this article in The Negotiator Magazine.
Images are often more powerful than words, and infographics, which explain complex ideas in a visual form, can be a popular and sharable addition to your marketing. Think about ways of turning your interesting data into infographics, which will increase engagement with your clients. You can have infographics professionally designed or there are online tools to help you create simple ones yourself.
A customer journey maps the story of your client’s experience: from first enquiry to viewing or valuation - and hopefully a long-term relationship with your brand. As with customer avatars, map your ideal customer journey to help with your marketing strategies.
Want to learn how to turn customers into raving fans?
Access our Customer Value Journey Execution Plan.
Traditionally SEO was all about keywords - making sure your site includes the words people use when searching for homes or services in your area.
Keywords are still important, but Google has evolved. Nowadays stuffing your content with inappropriate keywords will have a negative effect - and get you penalised by Google.
Keyword research is, however, still a big part of optimising your site - you do need to find those words and phrases which your target audience is using. There are plenty of tools to help you do this, including free ones such as Google Keyword Planner or paid-for options like SEMrush. LinkedIn.
You may not find many buyer or vendor leads on LinkedIn. However, with more than 600 million members, this platform shouldn’t be ignored. Use it to attract business connections, whether landlords with portfolios, developers, other agents or local influencers - not to mention new staff members. You can use LinkedIn to showcase your knowledge of the housing market; building your reputation and credibility to ultimately boost your profile online and drive conversions.
TIP: Read more how real estate & letting agents can benefit from LinkedIn.
Whether you call it a ‘sales funnel’, ‘purchase funnel’, or ’conversion funnel’ a marketing funnel is, essentially, the tunnel you send your prospects down on their way to becoming a customer. In the funnel they will encounter touch points set up by you to elicit a response. Use analytics and profiling tools to build up a picture of each prospect. Then interact with them using personalised content to build a relationship, with the aim of making conversion happen.
When people enter your marketing funnel (see above), things don’t always go to plan, and blockages can occur. Sometimes your leads need a bit of extra care and attention to progress towards conversion. This is why a good marketing campaign adds nurture into its funnels.
Nurture is about building and maintaining a relationship with your customers, typically via emails. This may be by creating specific content to appeal at each funnel stage, including appropriate calls to action or following people up with messages based on their interests.
Want to convert more landlords?
Get our 52-week email nurturing sequence you can personalise in minutes.
Search engine optimisation (SEO) is the marketing technique used to make your web content visible to people when they are searching for properties online. It’s about positioning your content as high up the organic (not paid for) search pages as possible. Your SEO strategy should include keyword identification, plus much more besides - from technical aspects of your website’s construction, and the meta descriptions and tags you use behind the scenes, to the way your pages and blog posts are written.
The important thing is to produce high-quality, relevant content that considers the intent behind people’s searches and the context in which they are searching.
Read more about SEO in this blog.
Pay Per Click (PPC) marketing is one of the most successful methods of driving traffic to websites. PPC estate agent advertising, as the name suggests, refers to its pricing model. You get charged when someone clicks on your advert and visits your website. PPC campaigns are especially good for achieving instant results. Start by analysing which keywords will best attract your audience and structure your campaigns around them, ensuring a high click-through and conversion rate.
Here is how we are Art Division help clients through Google AdWords: Read more.
Generating the quality content that ranks highly on Google, gives your business credibility and attracts leads is often about answering the questions your customers ask all the time. Do this by making common queries from buyers and vendors the basis for blog posts and videos - how to get your home ready to sell or the difference between leasehold and freehold, for example. Helpful FAQ pages on your website are also a good way of making your site more valuable and getting your noticed.
Retargeting boosts your touch points with prospects by showing your adverts to people who have already visited your website, as they continue to browse the internet or social channels like Facebook and twitter. Estate agency marketing can capitalise on retargeting by advertising the properties a user has browsed, after they have left the agent’s website.
With three out of four internet users having at least one social media account, you need to be engaging with them on these platforms. Whether you use Facebook, Instagram, Pinterest, Twitter or LinkedIn. Each has a unique offering, tailored towards varying audiences.
Read more on social media marketing for estate agents.
Testimonials and Reviews
Even in a digital age, people value word of mouth recommendations over any form of advertising. If you have been particularly successful with clients, ask them to share their experience with you through testimonials and reviews, whether on your website or social media channels.
TIP: See how you can increase your reviews and get more referrals
Usability is the ease of use of your website and aims to present information and choices in a clear and concise way that’s both logical and unambiguous.
Demand for video has grown significantly over the past five years. Research has shown that video in an email can increase open rates by a fifth and on a landing page, increase conversion by as much as 80%. From demos to expert interviews, video can enhance the appeal of your content and is definitely worth building into your marketing strategy.
However pleased you were with the launch of your website, remember that the digital world doesn’t stand still and it is always worth keeping an eye on how current and relevant it is looking. You don’t need to do a complete redesign but it’s a good idea to update pages on your site every few months, whether by tweaking your copy, or adding new content to pages.
NEED A NEW WEBSITE?
Choose from our marketing-ready, modern, fast-loading websites built for estate & letting agents.
YouTube and Facebook mean video marketing is easily accessible to most businesses. It provides a way to engage with your prospects and can be used to either generate sales or build audiences.
Want to know more?
As this A to Z demonstrates, there’s a lot to take in when thinking about your estate and letting agency marketing. To find out more about making it work for you, contact us today.
Need help with the marketing of your business?
Book a free 45-min phone consultation with our MD Nelly Berova