Boss Digital provides a range of bespoke services for ambitious estate agents who want to achieve remarkable results through their marketing strategy.
In today’s digital age, estate agents face fierce competition. To stand out from the crowd and effectively reach potential buyers and sellers, digital marketing is essential. Digital marketing offers numerous benefits that can transform business outcomes for estate agents. Let’s delve into these benefits in detail and discover how digital marketing can revolutionise the way estate agents operate in the modern property landscape.
In today’s competitive property market, you need to adopt a strategic approach to their digital marketing efforts to effectively reach your target audience and stand out from the competition. A well-crafted digital marketing strategy can significantly impact an estate agent’s success by driving brand awareness, generating leads, and ultimately closing more deals.
Your first step must be to ensure you have sufficient insight into your market. That may be on a local level or national level, but you need to ensure you have a deep understanding of your audience, your competition and any broader social, economic and technological factors shaping your market over the coming years.
The implications of this research can be at a strategic level, in terms of where you position your brand, to a far more granular level, such as understanding how competitor websites are generating their traffic so that you can replicate those tactics.
In order to build your brand identity in a way that actually defines and distinguishes you from the sea of competition, you need to ensure you have clearly documented each of the following brand components:
– Brand purpose – what is it that you intend to do differently? What is it about the estate agent industry that you believe is flawed and that you will do differently?
– Organisational values – Your ability to understand the values that define your best people and embed those values within all of your day to day operations. This is particularly true within the estate agency sector where so many companies have traditionally very poor reputations.
– Brand personality – It’s essential you have a clear sense of the brand’s personality. Otherwise you will be left to communicate purely on price and other rational factors which can be difficult to achieve a competitive advantage with.
A common issue with many estate agency websites is their reliance on dynamically generated URLs, resulting in a limited number or range of landing pages for search engines. This is true of both national estate agents and also local ones.
For example, if someone searches for “Property location” then you need a page that contains unique property information pertaining to that particular location. Not only will this page offer a better, more relevant user experience and therefore higher conversion rates (people submitting enquiries about the various properties) but it will also be far more likely to rank in the search engines than a generic home page or service page.
Social media should also play a crucial role for estate agents. The brand benefits of social media are well known and recognised throughout the industry but what we are now increasingly seeing is certain large estate agents turning social media, particularly Facebook, into a means of generating targeted leads. They are able to do this as they understand exactly what the lifetime customer profit value is to them so they are able to scale up this lead generation whilst containing the costs to a viable figure.
Frequently Asked Questions about Digital Marketing for Estate Agents
Content should always be tailored to your audience and their needs. Some examples for estate agents include property listings, blog posts about the buying/selling process, video tours of properties, customer testimonials, and local market analysis.
Absolutely. More than half of all online activities, including property searches, are conducted on mobile devices. If your website is not optimised for mobile users, you might be losing potential clients who can’t easily navigate your site on their mobile devices.
Managing your online reputation involves monitoring and responding to online reviews and feedback about your service, maintaining a consistent and professional presence on social media platforms, and ensuring your website reflects your brand values and identity.
Digital marketing platforms offer sophisticated targeting options so you can tailor your campaigns to specific demographics. For example, you can use keywords and create content that caters to first-time buyers’ concerns or interests on your blog or social media. Similarly, you can run pay-per-click (PPC) ad campaigns targeting keywords related to luxury properties.
Videos of property walkthroughs or 360-degree tours offer potential buyers a more immersive experience than photographs alone. They can also help you rank better in search results, as Google prioritises pages with diverse content types. Additionally, video content is highly shareable on social media, increasing your reach.
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