It's been all over the property news that Rightmove has reported a 9% rise in visits to its site compared to this time last year. The news comes just as estate agencies are starting to look and plan for the year ahead, and if played just right, it’s possible to use this news to set up your year for profit.
It’s long been known that to have a great end to the year, you need to set up the beginning for winning. If you wait even as long as April, with a “no payment until sold” policy, you may find yourself with nothing coming in until the END of the year, and your business could take a hit.
The news story has shown that there is a rise in people looking for properties to buy or rent, and also that asking prices have subsequently risen, which means by getting properties on the market now, you could have a great year ahead of you, but the one question remains – where are you going to get the instructions from to add to Rightmove and take advantage of this great news? Work the callback diary, right? Wrong.
The callback diary – It’s been an essential part of agency since, well, forever! But could this long-standing tool be the main thing killing traditional agency and inadvertently giving online agents such as Purplebricks a helping hand?
The problem with the callback diary is that it’s one of many ‘outdated’ processes that have been passed from generation to generation, without stopping to find out if there is now a better way.
So what is the better solution? The answer is tracking and nurture systems such as FRAGRA when used with our Bait tool.
How does it work?
When returning from a valuation/market appraisal, you enter some information into Bait- our market appraisal tool i.e. your thoughts on the property, the suggested marketing price, some comparables. This then automatically builds a company branded market appraisal report like this:
Click here to view an example market appraisal report
Now the magic really begins…
FRAGRA will now track your potential client’s activity, alerting your valuers WHENEVER they are looking at their market appraisal or at any page on your website. You then know how active your potential clients are and when the right time to contact them is.
Stay at the top of their thoughts FOREVER, without lifting a finger… Based on the status of the market appraisal that you made in our system (changed via a drop-down box) FRAGRA will automatically pull the potential seller into a pre-built drip/nurture email journey, pushing them through the sales funnel. So, if the status of the appraisal is 'decision pending' the seller will regularly receive emails about testimonials and other great reasons why they should choose your company, therefore keeping the agent at the forefront of their mind. These emails will encourage them to click and read the content, which will then alert the valuer that the seller is now active.
Watch a video about it here:
Not only is this a good short-term tool but also a GREAT long-term tool. For example, when old valuations become active again and look at your website, you will get a notification – once again making sure you are always in the right place at the right time to close the deal - whether that be in 1 day, 1 month or 1 year! No more frustration from seeing a property you valued a year ago suddenly go up for sale with another agent AFTER the event!
Why the callback diary can’t win…
Change is sometimes hard to accept and traditionalists might argue that nothing beats actually calling people, and we would agree. The callback diary is still there. It still works the same way but systems like this throw your net out over a huge audience over long periods of time and keep you at the top of the thought process in both the short and long-term - something the callback diary simply can’t cope with. Online agents are using these tools and winning the war without the effort now but imagine what could happen for those agents who don’t embrace the change, 2-3 years down the line. Online agents will have had 2 or 3 years’ worth of instant and face-to-face valuations in their nurture journeys and tracking systems whilst the traditional agent will still be waiting for the phone to ring from their latest flyers…
The Marketing Automation system FRAGRA collects your leads automatically from all of your different tools as it tracks your customers throughout your website, adding them to custom nurture journeys that will automatically email ALL of your leads useful content over the short, medium and long-term, all whilst you’re busy being an estate agent.
Using our suite of tools, we can create content, push your content out to the right audience, create one-off email campaigns, and pre-built nurture journeys, begin targeted ads on Facebook to your leads, create automated monthly newsletters and you’ll receive notifications when the best time is to convert your lead, allowing you to focus on the day to day work you’re supposed to be doing without wasting time generating those dead-end leads.
When that lead is ready to convert it’s a simple matter of your sales team gathering their information to add to Rightmove and then you can take advantage of this wonderful chance to set your business up for success in 2018.
For more information on our FRAGRA marketing automation system and suite of products, or to chat with one of our experts about how the Rightmove news can help your business, see our website or get in touch!
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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.