Marketing for Estate Agents
Marketing For Estate Agents
2015 is the year of mobile… mobile search, mobile apps, mobile strategy and of course the anticipated Google mobile algorithm update due to be unleashed on 21st April commonly known as #Mobilegeddon.
As the most trusted and reliable sources of promotion for businesses in this industry are Rightmove, Zoopla and print media to a degree, why would any person marketing for estate agents be worried about whether their website was penalised for not being mobile browser friendly?
Well the answer is quite simple really, as marketers know that it’s likely that a potential vendor or landlord searching for their ideal property management agent or property sales agent, will definitely do some research on your business before they approach you. So be assured when your business hinges on ensuring you are amongst the top ranking websites for searches on your business type, being demoted for a standard desktop optimised website simply won’t do. Also it’s about perceived business representation, if your estate agency business takes itself seriously and in turn takes my business for them seriously, then surely they will ensure that they can be found on all media effectively!
What Can Estate Agents do then?
Marketing for estate agents is often stale, out of date and reluctant to change. We’ve been a long while educating our clients around the benefits of a clear content based marketing strategy that actively pursues the ideal client that business is seeking online and through social media.
As more and more long-tail keywords are used in browser searches, websites and website content needs to clear, educational, fresh and able to answer the pain points the landlord, vendor or buyer is searching for answers to.
Many estate agents utilise the standard industry CRM suppliers such as Vebra, Acquaint, Expert Agent and EstateCRM but there are downsides, like when they go down, your business goes down with it until they rectify their server issues.
However platforms like WordPress have suitable replacement modules such as WP Property which when loaded with all the premium features most certainly gives these platforms a run for their money. But what I like most is the WP Property integration to Facebook feature so you can leverage the social media platform to your business’s needs.
Marketing Strategy for Estate Agents
So let’s look at how Estate Agents can improve their marketing strategy away from the big property search engines.
- Content Creation: Blog and Blog some more, write relevant and engaging content focusing on the kind of topics that a landlord a vendor or prospective buyers or rental applicants would like to read about or ask questions about.
- Review websites: Get feedback of the positive kind and ask your happy landlords and vendors and even happy purchasers to leave those all-important reviews on sites like Feefo and trustpilot. Also ask them to leave positive feedback on your Facebook page and social media channels.
- Facebook and Twitter: The social media giant has multi millions of followers and loading your properties to your page and linking that page to Twitter could provide a fruitful lead generating service for your estate agency marketing strategy.
- Email: Segregate your mailing lists, your potential and current customers want to see the topics relevant to their needs, get past the days of a one-for-all email campaign and really drive value out of the data you have and that you collect.
- Mobile Web: Ensure that you have a mobile ready website, Google will penalise you for not having one and as that’s the platform where your blog should reside, get your website optimised or get a responsive or adaptive design by a local web design agency.
When marketing for estate agents go for a broader exposure, build your estate agency business profile as the authority in your local area. Build your digital strategy up around a mobile strategy and optimise the content you share around the pain points of your landlords, vendors and the buyers of course.
This should of course lead to greater profits and a greater return on your time and cash investment into your marketing activities.
By Paul Sullivan