Estate Agent Marketing Ideas from A to Z

If you’re looking to generate more leads over the next few months, our guide to estate agent marketing will help you get started.

There are three types of estate agent advertising campaigns that will grow your business fast, whether you’re looking to generate leads, make conversion happen, or retain your customers.  

We explain what they are in this video:

Whatever your goal, whether to attract new leads, to convert a higher percentage of your traffic into enquiries or to increase the number of times each client buys from you, you need to understand look at your marketing as a whole.

Here we dig down to the key elements you need to consider in our (almost) A to Z of marketing ideas for estate & letting agents. 

How do you RUN A SUCCESSFUL estate agenCY MARETING?

Here is a list of our top estate agents marketing ideas to get you started:

There are many ways you can market your estate agency, but if you want to invest in digital marketing, there are a few things that work very well and several that will not generate you much. 

Knowing what type of campaign to invest in is key to getting great marketing results and the best return on investment (ROI).

Below we have listed the campaigns we run on behalf of our clients that generate the best results. What's important to remember is that your potential customers use multiple types of devices and channels to interact with content relevant to them.

So, the key to a successful estate agent marketing is to be visible at all times.

MARKETING TIPS: Read more about how we help agents plan their digital marketing strategy.

Avatar - UNDERSTAND WHO YOU ARE TALKING TO

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.

Blog - write creative and original content

A good blog is one of the best methods for generating awareness for businesses in the property sector. As part of your marketing efforts, 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

Content Marketing - create a relationship

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.  

Just promoting your house listings is not enough to win you new instructions. Content marketing should work to inform and educate your ideal targeted customer and should provide value.

Good content marketing will create a relationship between your agency and the vendors and it will be easy to consume.

MARKETING TIPS: Looking for more estate or letting agent marketing ideas? In this post we go through all you need to know about content marketing for estate & letting agents.

Data - TRACK, ANALISE & IMPROVE

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. 

Email Marketing - keep in touch with your prospects

Doing anything by email may seem a bit old-hat when it comes to all things digital. But, used as part of your estate agent 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, to give more information about the service you provide 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. 

MARKETING TIPS: Read this blog post on email marketing for estate agents

Want to convert more vendors?

Get our 26-week email nurturing sequence you can personalise in minutes. 

Facebook ADVERTISING - grow your pipeline

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 - rank in the local maps

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.  

WRITE ATTENTION-GRABBING Headlines

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.

CREATE Infographics

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. 

MAP YOUR CUSTOMER Journey

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.

RESEARCH YOUR Keywords

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.

LinkedIn ADVERTISING

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 about how real estate & letting agents can benefit from LinkedIn.

CREATE Marketing Funnels

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.

NurturE YOUR PROSPECTS

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.

Make it easy for your targeted prospects to engage with your agency and ensure they contact you when the time is right.

Want to convert more landlords?

Get our 52-week email nurturing sequence you can personalise in minutes. 

OptimisE YOUR WEBSITE FOR RANKING

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.

RUN A Pay-per-click CAMPAIGN

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.

ANSWER THE Questions YOUR PROSPECTS ARE ASKING

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. The FAQs could be about the service you provide, how you market your property listings, how you differ from your competition, or even how you ensure success.

RUN A Retargeting CAMPAIGN

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.

Social Media MARKETING

With three out of four internet users having at least one social media account, you need to be engaging with them on these social media platforms. Whether you use Facebook, Instagram, Pinterest, Twitter or LinkedIn, each has a unique offering, tailored towards varying audiences.  

Whatever social media platform you choose to use, give your audience helpful infromation. Things like 5 easy tips on how to sell your house quickly or a guide to house selling.

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

Video MARKETING

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. 

YOUR Website - THE KEY TO EVERYTHING

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.  

Ensure your website is usable. 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.

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YouTube - the best channel for video marketing

YouTube makes video marketing 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.

Used correctly, a video in YouTube can also rank in the Google Search. Ask us about our unique YouTube schema code, available to our website clients.

Read our guide to YouTube for estate agents

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.

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