As marketing experts who specifically work with estate and letting agents, we know exactly what you should be avoiding if you really want your estate agency to succeed. From mismatched brands to businesses that don’t even have a marketing plan set in stone – we really have seen everything. However if your agency is going down the wrong road, it’s really easy to get back on the right path...
1. Trying to do too much at once
We understand that estate agency is a very busy business. Combine this with little resources and a small budget and for estate agents there is never enough hours in the day. However the fact of the matter is, when people rush things, it doesn’t get done properly. Your marketing is what brings new customers to your business so this certainly shouldn’t be hurried. Marketing is also not something that can be done by ‘anyone’ in your office, as it requires skills and expertise different to an estate agent. Marketing success doesn’t happen overnight and you should see it as a journey rather than a destination.
2. Not adjusting or even having a marketing strategy
If we had a pound for every time an agent said ‘I haven’t changed my marketing strategy in years but it seems okay’ we would be really rich! Truth is, the world is changing as we know it and marketing has too! As with everything else in life, marketing requires a plan. Without marketing, sales may crash and companies may have to close – every business knows they should be doing marketing but how is another question. Marketing is not just sending a few e-mails and uploading a social media post every week, for successful marketing you need a strategy and once you have a plan, it must be implemented. A marketing strategy includes audience, revenue, profit and brand and you should change your strategy when you realise that what you’re doing is not as effective as it could be.
3. Traditional marketing methods
You’re probably still using leaflet drops and sending valuation letters as well as market appraisals, but why? We hate to break it to you but tried and tested activities that were popular years ago, just don’t have the same effect nowadays. Advertising rarely gets enough response in order to justify the costs and you might even find that the website you spent a lot of money and time on, just isn’t creating the appropriate leads and clicks. People no longer want to receive traditional marketing methods as the public are now, a lot smarter than that and live in a world where they filter out things they do not want to read. Nowadays, effective marketing comes down to creating high quality content, which is then shared across the web.
4. Employing an internal marketing company
As soon as estate agents realise that marketing isn’t something that can be done by anyone they spend thousands of pounds a month incorporating a specialist team in their office. However with a specialist team comes specialist equipment and this then needs to stay up to date which can often result in the costs spiralling out of control. Most agencies find it is better to hire an external marketing company.
5. Annoying people on social media
The most common mistakes that agents make on social media is posting the wrong things. Research shows that when businesses purely use social media to sell their services, it actually has a reverse effect and puts people off. Similarly, just posting pictures of properties that you have for sale can also get quite annoying. Have you ever thought about posting relevant and engaging information to grab people in and get them reacting with your brand? Creating a company blog and then sharing articles such as ‘The essential moving home guide’ will be more beneficial than just shouting out about yourself non-stop.
6. Having a mismatched brand
Take great care and attention to the design and branding of all customer facing material. The impact of consistent and professional looking material across EVERYTHING your business produces is huge. If one branch is using one logo and font and another branch is creating marketing using a different logo and font your messages will never look consistent and you will struggle to gain any long-term recognition for your brand. Running all marketing through a specialist design firm will ensure that the whole business is better off.
If you have any questions or want to make your estate agency succeed in this modern digital world, get in touch today and one of our experts will be more than happy to help.
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We provide marketing automation and artificial intelligence estate agency software to estate agents. We work with thousands of traditional estate agents to transform them into more digital and data driven businesses, as this is the only way we believe they will exist in the next 5 to 10 years.