In order for estate agents to attract buyers and sell houses, an effective digital marketing strategy is essential. There are a number of ways that digital can be harnessed in order to maximise this opportunity and connect with relevant audiences.
1) Geo-targeting on social media
70% of people only move a maximum of 20 miles away from their old postcode. Estate agents should therefore be where their potential customers are – and not only in the physical sense.
Social media is an excellent platform to reach audiences, and targeting groups based on location helps to refine the reach.
Geo-targeting is a tool that helps you target a key demographic or audience based on a certain location. Social media sites like Twitter and Facebook can help your promoted ads and posts reach a local audience through their IP address (the address from where they log in) as well as their recorded address (one which they have listed). Facebook and Twitter also offer some useful additional targeting features to help estate agents hone in on local consumers that have interests similar to what they are offering.
As well as promoting ads across social media, pay-per-click (PPC) can significantly help to drive traffic to your website. Tailor this by basing it around a 20 mile radius, using terms such as ‘homes for sale’ and ‘property for sale’ to reach those who are actively looking to buy or sell a property.
3) Access to detailed information
Once directed to the estate agent’s website, whether through social media, PPC, traditional marketing or word-of-mouth, the site must be visually appealing and sufficiently informative.
Your website is an invaluable tool to inspire home-buyers, and stimulate audiences into customers, and customers into action. It is therefore imperative that there is a wealth of information about each property available. This should include:
- Excellent photography
- Full detailed floor plans
- Video tours
- As much detailed description as possible
- More detail in pdf form if required
Rightmove and Zoopla are still the top destinations to view when in research mode, so having up-to-date, detailed information available is crucial to maximise sales potential.
4) Mobile site optimisation
In a time-constrained, mobile society, many house-buyers are searching on the go. Make sure that your website is mobile-optimised to ensure customers still have access to all the key information and content. Have a strong call to action and make it easy for customers to arrange a viewing at a property they are interested in.
5) Create useful content
All marketers have heard it hundreds of times before; but creating content is paramount to engaging audiences and ensuring the company is in mind for when they are ready to buy or sell a property.
As well as posting on your owned media (your website and social media channels), consider sharing content on local community websites, blogs and Facebook groups to help widen the reach of your audience.
Useful and informative content is more likely to have better engagement than promotional posts. For instance:
‘Top 20 Tips To Finding Your Dream Home’
‘10 Things You Must Know Before Rushing into the Property Market’
‘How To Make Your New House Feel Like a Home’
‘The Essential Home-Buying Checklist’
6) Sell a lifestyle
It is important for estate agents to remember that they need to sell a lifestyle, not just rocks and mortar. Customers need to envisage a life in the property for sale, and it is the job of the estate agent to help nurture this, both in the initial stages of the online property search and during the personal interaction at the house-viewing stage.
James du Pavey, based in Staffordshire and Cheshire, does this particularly well:
“Dreaming of tradition and grandeur, yet with a contemporary twist? Looking for a handsome period home filled with a wealth of character features, yet finished with a sympathetic but stylish edge? Envisage yourself as Lord or Lady of Manor Farm, a stunning home set within landscaped gardens and grounds with idyllic private woodland and outbuildings?”
7) Don’t neglect traditional marketing
Finally, whilst digital marketing campaigns are essential for estate agents to target specific audiences, engage potential customers and share vital information, traditional marketing approaches shouldn’t be neglected.
Adverts and leaflets used along side digital marketing can provide a much stronger integrated approach. Powerful photography used in adverts that promote and refer to the estate agent’s website can be an invaluable tool to connect with customers.
The team at Provoke has expertise in providing integrated marketing services to clients in the property sector.
To build your successful marketing strategy with us, get in touch on 0333 123 0999 or email firstname.lastname@example.org