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Top 5 Marketing Strategies for Independent Estate Agents15 Jun 2024

Marketing is a critical element of any business, but especially so for estate agents. Not only do you have to market your brand and services, but you also need to market properties effectively. The best estate agents are those who successfully manage both aspects of marketing, making it as easy as possible for customers to engage with their services.

To help you create a structured marketing plan for your estate agency, here are our top five lessons to help your property marketing business succeed.

Top 5 Marketing Strategies for Independent Estate Agents

1. Start with a Plan

Before diving into advertisements and promotions, you need a solid marketing plan. Here’s a brief overview of what should be included:

  • Market Research:  Begin by researching your target market. Ask yourself:

Who are your target customers?

Where are they currently finding estate agent services, and who are your competitors?

What unique offerings do you have that your competitors lack?

Is there something your competitors offer that you could add to your service?

A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) can provide a more in-depth approach, helping you to identify key areas for development and potential future challenges.

  • Objectives and Goals: What do you want your marketing to achieve, and how will you accomplish this? Consider how you’ll boost brand awareness in your local area or whether you’ll expand your presence online. Set realistic and achievable goals, such as specific timeframes for selling properties. For more on setting practical goals, refer to our guide on SMART goals.
  • Set a Budget: Every marketing plan needs a budget. The recommended budget varies depending on how established your business is. New businesses should allocate 12-20% of their gross or projected revenue, while established businesses should spend 6-12%.
  • Measure Success: Your marketing plan should be flexible. If a strategy isn’t working as expected or fails to provide a return on investment, be ready to adapt and make necessary changes.

2. Make the Perfect First Impression

The appearance of your marketing materials is crucial for property sales. Here are some tips to ensure you present a professional image:

  • Use Professional Photography [and Videography if possible]
    Selling properties relies heavily on visual appeal. Avoid using dark, unprofessional images. Instead, invest in professional photography to showcase properties in the best light.  Utilise aerial photography and get those professional video walk-through ‘reels’ in the correct format!
  • Write Effective Sales Copy
    Compelling descriptions can make a significant difference. Highlight the positive aspects, such as “excellent transport links” instead of “situated on a busy main road.” This approach should also extend to your marketing materials, including leaflets and flyers.  Why not ask the seller or outgoing tenant for their top property features or what they will miss the most when they move, to make your write-up more personalised.  AND make sure that you comply with Material Information Regulations!
  • Create Presentation Folders
    Presentation folders are invaluable for estate agents. They make excellent welcome packs and are ideal for distributing marketing materials like brochures, flyers, and business cards, ensuring your information is always accessible to customers.  There is nothing better than leaving a prospective client with a really good sales or letting pack that they can browse through when making their choice of agent!

3. Build an Online Presence with Digital Marketing

Many potential buyers search for properties online, making a robust online presence essential.

Website
A website to host your property listings allows customers to browse properties anytime, anywhere. Incorporate advanced features like virtual tours to give potential buyers a thorough view of properties before in-person visits.  Your website is your digital shop window, so keep it relevant, keep it friendly, keep adding content for great search engine optimisation, and make sure it is secure, fast and easy to navigate!  You can get a FREE digital check-up for your website HERE.

Mobile-Friendly
With the increasing use of mobile devices, ensure your website is mobile-friendly. Features available on the desktop version should function seamlessly on mobile.

Social Media
Establish a presence on major social media platforms like Facebook, Twitter, Instagram, and Pinterest. Use these platforms to share photos, promote open houses, and highlight positive press, all of which boost brand awareness and engage potential customers.  Try to encourage your applicants to follow your online pages – give them a hook such as “see our listings before they hit the portals” and ask your sellers and landlords to re-share their own property posts.

Email Marketing
Email marketing remains one of the most effective methods. Maintain an email list to send alerts about new property listings and keep your customers informed.

4. Enhance Your Customer Service Skills

Excellent customer service is vital for estate agents. Strong communication and people skills are necessary to guide buyers through important decisions. Keep customers informed and explain details clearly. Additionally, sharp negotiation skills are essential to achieving beneficial outcomes for both buyers and sellers.  The more confident your negotiators feel about their knowledge of the industry and the location they work in, the better their results will be!  Read more on customer service skills for estate agents HERE.

5. Measure Your Marketing Success

Evaluate your success based on the goals you set. Consider metrics such as:

  • Return on Investment (ROI): The ratio between profit and the cost of marketing efforts.
  • Cost per Win: The expense associated with each sale.
  • Cost per Lead: The average cost to generate leads.
  • Conversion Rate: The percentage of visitors who convert into leads or customers.

Marketing for an estate agent involves balancing property marketing with service marketing. With a well-structured plan and clear goals, you can achieve success.  Why not book a meeting with Jane to discuss your estate agency or letting agency marketing and see if there is anything that we can do to help you achieve more!

CLICK HERE for a FREE digital marketing report and hour with Jane!

 

I work all over the UK with various business owners, dedicating my creative and expert property knowledge from 35 years in the industry. I am a Level 4 ARLA Propertymark examiner, I sit on the board of Agents Giving Charity and I love everything property related! I can be contacted on 01923 627777 or by email to jane@social-angels.co.uk

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