The Proper(ty) Way To Boost Business: Digital Marketing For Estate Agents

The digital age has arrived – and it’s here to stay. Whether you choose to embrace it or not, technology is taking over every aspect of our lives – from virtual dating and online shopping to internet banking and digital marketing. Where there is a need, you can almost guarantee that there will be a digital solution. 

With the recent pandemic accelerating the need for businesses to get on board with these technological advances, there is now an expectation for companies in every industry to go digital – and the property sector is no exception.

Now, you might be wondering where to begin; after all, you are an estate agent, not a digital marketer. And this is where we come in. Whilst you help clients climb the property ladder, we’ll help you climb the ranks in the search engine results pages. 

Research and branding

Before you dive into the exciting stuff, you need to first nail your market research; this will create the foundation for your digital marketing strategy and pave the way for success. 

When it comes to conducting your research, you should thoroughly review the following four areas:

  1. Business analysis: include things such as your strengths, weaknesses, values, purpose and goals.
  2. Audience analysis: think about who you want to target, including everything from demographic information to interests and preferences.
  3. Competitor analysis: identify your direct and indirect competitors and analyse what they do well, any major weaknesses and any areas you feel are being overlooked.
  4. Broader market research: consider broader factors that could have an impact on your agency using the PESTEL (political, economic, social, technological, environmental, legal) framework.

Once you have nailed the above and have an in-depth understanding of each, you can then move on to reviewing your branding. 

Now, when you hear the word ‘brand’, what comes to mind? If it’s logos, colour palettes and typeface, the likelihood is you’ve fallen into the visual identity trap – don’t worry, it’s a common mistake. Whilst there is no denying that your visual identity is an important part of your brand, it’s by no means the be-all and end-all; in fact, it’s one of the last things that should be considered during the branding process. 

So, aside from your visual identity, what other areas of branding are there? Some of the main areas include (but are not limited to):

  • Value proposition
  • Brand positioning
  • Brand personality
  • Brand promise

Of course, this is just a very brief overview; there is a lot of work required to master your market research and branding, so be sure to take the time to do your homework and don’t be afraid to explore partnerships with digital agencies!

Content marketing for estate agents

With technology constantly evolving and consumer expectations continuously changing, there are a lot of uncertainties within the market. But there is one thing we can always remain sure of: content will forever be king. 

Your way of attracting, engaging and converting leads and building trust for your estate agency, content marketing is essential for any estate agency looking to grow. With competition becoming increasingly tough, you need to be thinking outside the box when it comes to demonstrating your expertise, which means being bold and giving people a reason to want to work with your agency.

With that in mind, let’s explore some content ideas for your estate agency: 

  • Virtual (video) house tours
  • Blog posts; for example, top tips and insight for different target audience groups 
  • Industry news and updates; for example, changes in mortgage rates
  • Interior design inspiration (including photos and tips)
  • FAQs
  • Ultimate guides; for example, a guide to buying your first home or area guides
  • Podcasts; interviews, insight & advice
  • Customer testimonials
  • Promotion of new properties via social media
  • Company news and updates; for example, meet the team or celebration of achievements

Choosing the right channels

While nailing your content is important, if it’s not being seen by the right people, is there really any point? For this reason, you need to ensure you have a channel strategy that allows you to reach the right people, at the right time and helps push you in the direction of success.

Several digital marketing channels need to be considered. And different agencies will prioritise different ones – it’s all dependent on your audience and your goals. With that being said, as an estate agent, you will likely want to start with the following:

  • Your website: the virtual hub for your business and often the first port of call for customers, having a well-designed website that is regularly updated with relevant, high-quality content is essential. 
  • SEO: if you are looking to drive organic traffic to your website and put your agency above the competition (quite literally), you need a powerful SEO strategy.
  • Social media: reach new audiences, build awareness of your brand, generate leads and promote your properties… all for free! 
  • Email marketing: it’s all very well generating leads, but if you want them to convert, you need to maintain communication and continuously offer value. Email marketing is not only an effective way to nurture your leads, it also helps to make your sales process more efficient, retain clients and drive profit.
  • PPC (pay-per-click) marketing: if you are looking to get results quickly, PPC could be the solution for you. A cost-effective form of advertising that will help you to reach new audiences, build brand awareness, generate leads and drive sales.

If you are looking for more insights into digital marketing for estate agents, be sure to check out our dedicated page here, or if you are ready to take your estate agency to the next level, contact us today for a free consultation.