Digital marketing trends for successful estate agents

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Estate agents have not escaped the digital revolution. As all companies have improved their ability to market their products via digital channels, estates agents too have found it easier to turn over properties and acquire new ones thanks to the ability to advertise and market their services on the internet. Nonetheless, some are making a better effort than others. Here are a few trends that you should follow if your estate agency is to make the best of what digital marketing has to offer.

A website with property listings

Perhaps not so much a trend as a necessity, but maintaining a website dedicated to your agency with a present and correct listing of all properties that you have for sale or to let is absolutely essential. Often, the extent to which this is done correctly depends on the management team’s view of technology. It shouldn’t: those who are looking for a property to buy or rent are at various levels of technology sophistication. If your agency fails to be present on the internet in this respect, it will severely hobble you in your ability to turn over properties.

Integrating with other listing websites

Adding your own listings to those of a large online aggregator of listings is a newer trend. Though you should continue to maintain your own website, many customers no longer have the patience to look for properties on several different, individual websites. This is where being listed – typically for a fee – on a larger site can be of benefit to you. Often, this process can be automated; as long as you keep one source of information up to date, all listings will be fresh, giving you the benefit of a site dedicated to your agency while also listing your properties on a large database.

Mobile marketing

Mobile phones are powerful tools for both the owner of the phone and for marketers. Estate agencies can use tools ranging from dedicated apps through to mobile marketing platforms such as Veoo. A platform that specialises in mobile will help you to make full use of the ability to send messages to a device that is kept up close and personal by most people. Veoo, for example, will assist you in sending managed, bulk text messages to recipients – text messaging is still an excellent way to reach potential sellers, buyers and those looking for a lettings agreement.

Social media

There is a perception that social media is only for personal, leisure use, but this is not true. Estate agents can engage cleverly with social media to promote their ability to facilitate property transactions, without coming across as overtly advertising. For example, a community page sponsored by a local estate agency can help neighbours get together to improve their local environment. Estate agents can also act as conduits for information about local regulation and changes to planning by posting updates to local groups. Though not directly resulting in property transactions, these activities will boost your agency’s profile. 

Written by Julie Hanson

Julie is passionate about property – development, investment and portfolio planning. Along with husband Alec, Julie is actively building a property portfolio while helping others to do the same.

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