It’s true!
Most estate and letting agencies focus on attracting new leads by running campaigns that go straight for the ‘kill’.
In marketing terms, we call this ‘new visitors’.
A new visitor is one that has never visited your website before. If your campaigns are only focusing on attracting and converting new visitors and completely ignoring another powerful type called ‘returning visitors’ you could be missing out and losing thousands of pounds in potential revenue.
In this short video, Daniel from Art Division shares an example from an Analytics account of an estate and letting agency, in which you can see that around 50% of their leads actually have come from returning visitors.
What’s even more fascinating is that while one in every five new visitors convert into an enquiry, one in every two returning visitors complete a goal.
For property businesses, it’s all about leads.
There are several ways to do that, but below we will focus on the main 2:
Paid acquisition marketing has changed a lot throughout the past few years. Today, it’s no longer just about bidding on searched key phrases. It’s mainly about targeting people by their behaviour and characteristics.
Remarketing is a fairly new form of paid advertising, which started in 2010 when the practice was known as retargeting.
In simple terms, it allows digital marketing specialists to put a cookie in the browser of visitors to a website and then send adverts for a brand or product to the same user when they go back into their browser and visit other sites.
For example, if you are thinking of buying a house in a specific area, you would start by doing some research and checking what’s currently on the market.
If you visit an estate agent’s website and browse through their stock of houses for sale, but don’t book a viewing immediately, if the estate agent runs remarketing ads, they will be able to invite you to do so at a later date through banners on other sites you visit. This way, even if you get interrupted half way through your search, remarketing makes it easy to continue your search a few days later.
At its core, remarketing allows you to cleverly direct your visitors back to your website, and encourage them to take action.
This could be by directing them to a contact page, a sales page or a page with further information about the services or products they are interested in.
Pay per click remarketing is one of the most powerful tools available today because it allows digital marketers to take advantage of all of your site traffic.
As the site visitor has already shown an interest in your business, you’re half way there. It provides you, the site owner, with cheaper repeat visits and conversions.
Like all powerful tools, remarketing can only deliver a return on investment when it is used in the correct way. Remarketing has been accused of being annoying when brands that attempt to take their PPC campaigns to the next level fail to understand their user base.
For example, if a visitor to the same estate agency website as described above was looking for a house to buy, but then the agent’s remarketing campaign chased the visitor with banners encouraging them to book a viewing of a property to rent, this is not only annoying for the visitor but also counter-productive from a remarketing point of view.
Google allows you to direct your remarketing campaigns to a portion of your visitors based on different parameters, such as pages they have visited, time they spent on the site, and even actions they took.
A good remarketing campaign takes these into account and serves the right banners with the right message to its visitors.
Remarketing should not be intrusive.
The most effective remarketing campaigns use Google AdWords functions like Frequency Capping, which digital marketing specialists make the most of to control how often users see your ads, and this combined with a sound remarketing strategy means you won’t be stalking your customers.
Emails are a great way of getting people to come back to your website.
So, in order to take advantage of email marketing you need to invest time and money into building quality email lists!
The larger your list, the more returning visitors you will have on your website (and of course, the more enquiries)
There are several ways to build quality email lists. Whatever method you choose, ensure you are asking for their permission to add them into your list so that you comply with the GDPR rules.
When people request a free instant valuation, you get their email address.
When people sign up to your weekly newsletter, you get their email address.
When prospects request your free, useful download, you get their email address.
Read More About : Why your estate agency needs email marketing – and effective ways to use it!
The more ways there are to get someone’s email address the better.
With an email list, you can build a brand, recommend upgrades to your services, promote any events/workshops that you may be holding and more importantly you can encourage people to keep returning to your website.
Fundamentally, the most important part of an email list is that it encourages people to return to your website.
This increases your traffic, which can generate you money through your existing affiliate marketing, advertisement links, product sales, etc. I know that I have already said it, but it is important to remember, Traffic = Money!
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