Some estate agents might believe the key to success is closing deals. While you need to sell and let properties in order to make money, without clients your agency is dead in the water. With over 20,000 other estate agents vying for the same pool of prospective customers, you need to stand out and make a strong first impression. The question is, how? If everyone knew the answer, you wouldn’t be reading this!
Here we’ll share some awesome estate agent marketing tips so you can build your clientele and keep both customers and money coming in.
1. Feature Properties on the Best Portals
Rightmove and Zoopla are two of the most popular property portals in the UK. If your property listings don’t appear on these sites, chances are, clients won’t be too keen on working with you. Properties listed on Zoopla and Rightmove sell, on average, in less than two months. Advertising your properties anywhere other than these two websites may be considered a waste of time.
But not just any listing will do. Make sure you present your client’s property in the best possible light using pictures, videos, and a detailed description. While some agents take their own pictures, it’s not a bad idea to hire a professional photographer that knows the right techniques to make a home really stand out. One of the secrets to estate agent marketing is presenting your client’s property in the best light possible, which is why crafting a top-notch property listing and displaying it on these popular portals is a must.
2. Leverage Social Media
Facebook and Instagram aren’t just for social media influencers. These platforms, among others like Twitter and LinkedIn, are a valuable source for drumming up new business and creating a strong brand identity. Social media lets you connect and attract leads while also giving your company a face and personality.
Be sure to open business social media accounts that are completely independent of your personal accounts. First impressions are crucial in estate agent marketing. Always present yourself in a professional manner. That doesn’t mean you can’t add fun and interactive posts to your social media stories. Utilize these resources for displaying beautiful pictures of recent listings or a video walkthrough.
Second to pictures, comments are the second most useful tool social media offers. Comments left on your posts and even direct messages give you a rare opportunity to interact directly with prospective clients. Here, you can answer questions in real-time, set up a meeting, or share further information about your services. Just be sure to field new comments and messages as they come in to show customers that you’re available and attentive. You may want to hire a social media manager to do this for you.
3. Network
In property sales and management, it’s all about who you know. Networking is a must when marketing your estate agent services. This can be done both online and in person. A good marketing strategy utilizes both.
Start by signing up for lead generation websites like Rentround. Websites like these help buyers, sellers, and landlords find local estate agents that fit their needs and budget. When you’re added to this exclusive list of agents, your chances of gaining new leads skyrocket!
Next, formulate close relationships with other agents in your area. While this may seem like “sleeping with the enemy” it’s all about making connections and sharing resources. If you don’t have the perfect property for your buyer but another agent does, send the business their way. A reputable agent will return the favor in the future. Other agents may also have access to professional contractors and resources that you don’t. Share the wealth and everybody wins!
4. Get Your Name and Face Out There
In addition to networking with fellow professionals, it’s important to put a face to the name for interested clients. Start by signing up for local events, fairs, and conferences. Man your own table where you can hand out business cards, pamphlets, and swag. You can also shake hands, meet and greet, and host Q&A sessions for guests.
The more personal you make the experience for your clients, the more likely they are to trust you. Trust and honesty are two key components of becoming a reputable estate agent that gains positive reviews and referrals. You can also ask local businesses to hang your advertising fliers or place your business cards on the counter. This is a great way to gain traction and business in your local area.
5. Build a Strong Online Presence
Your online presence is just as important as how you come off in person. Opening and managing your social media accounts is one thing, but you also need to create a top-notch website and field both positive and negative reviews.
A professional website is clean, well-designed, and easy to navigate. It also needs to provide high-quality content in the form of a blog. By providing useful articles on your website, you’re not only providing a service free of charge (which prospective customers will appreciate), but you’re establishing yourself as an expert in the industry. But not just any content will do. Be sure you’re including relevant information and high-ranking keywords. This increases your chances of ending up on the first results page.
Speaking of the SERPs (search engine results page), you also need to optimize your website for SEO. That means ensuring quick page loading times, using appropriate meta descriptions and alt tags, and paying for traffic. Most websites don’t hit that #1 spot without some form of paid advertising. PPC (pay-per-click) ads and Google Ads are two of the most popular and effective.
Reputation is everything when it comes to business — including being an estate agent. A strong online presence is one thing, but you also need it to be a positive one. This is achieved by not only performing your job to the best of your ability but also collecting plenty of positive reviews. Don’t be afraid to ask satisfied customers to leave you a glowing review or recommendation.
Unfortunately, you can’t please everyone which is why you’ll likely receive a few negative reviews along the way and need to perform some damage control. Instead of following your instincts to either ignore these reviews or lash out, it’s best to respond politely and professionally. Simply apologize for the person’s bad experience and offer to make it right. While this might pain you, sometimes being a successful estate agent is about eating humble pie and staying focused on the bigger picture.
Grow Your Estate Agency Business Now
Whether you’re new to the business, need a little boost, or are looking to expand, these estate agent marketing tips can help you gain the attention and business you deserve. From networking to creating a positive reputation, the more diverse your marketing efforts, the better.
