Looking for estate agent marketing ideas to help you grow your business but aren’t quite sure how to do it just yet? Maybe you’ve been an estate agent for a while now but you just don’t have as much business as you’d like.
Maybe you are just getting started and you need a little help getting your business off the ground. Well, no matter what you’re currently going through, you can absolutely get some great help through the right forms of marketing.
To get started, you need to do is figure out what estate agent marketing strategies work best for your business and then it's just a matter of rinse and repeat. Luckily, we have some proven strategies for you that have worked really well for our clients and other estate agents in the property industry.
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1) Offline marketing
The first estate agent marketing strategy we are going to cover is offline. There are several ways that you can use offline marketing to help improve your business. These are things that you’re doing out in the general public.
You don’t need a computer for them (unless you use it to design the materials you’re going to create). Instead, you’re going to have to get out there and do some walking or hire someone who is willing to do it for you.
Offline means print marketing or word of mouth and it means you are going to have do a bit more leg work if you are used to just doing things online. Luckily, you can get some good business and good return on investment from this type of marketing, and sooner than you might think.
Printed ads are a good idea when it comes to offline marketing. These could be things like billboards (if you have a large budget) or posters if you have a smaller one.
Business cards and leaflets are also important in this area. Anything that you can physically hand to someone that you meet or that they might see when they’re wandering around town is considered offline marketing and you definitely want to make the most of it.
You want your name to be the first one that someone thinks of when they need to hire an estate agent and the more you get your name out there the more likely that is.
A great design is important for this type of marketing because that design is what’s going to draw someone’s eye when they see your printed materials.
You may want to create something yourself or you may want to hire someone that can create a customised design for you.
Either way, you want to make sure that the end result is a design that you are completely proud of and that you are willing to put on everything that your business produces.
If you were to produce a mug would you want that logo or design on it? If you have an office is that the kind of design that you want throughout the entire place? If it is then great, you’re ready to create your printed materials. If not … it’s time to rethink things.
One great thing about these types of offline marketing as well is that you can hire someone to help you out. You don’t have to do all of the hard work and the buildup for yourself.
Rather, there are services out there that you can contact to get even more help. These services will do anything and everything from creating your designs and your printed materials to distributing them out to people and getting the word to anyone and everyone who will listen.
That’s going to make sure you get all the marketing that you need, but you also don’t need to worry about taking up your time, because someone else can do it for you. What could be better than that?
See where you could post your flyers, posters, ads, business cards and more as well. You might have friends that own a business or you might know someone in the area that is willing to help you out.
Maybe you can post them up around town or you can hand them out somewhere. No matter how you get your name out there it’s important that you keep talking to people until you can figure it out.
Don’t give up and don’t stop looking for that next customer until you’ve actually got a contract that’s signed. And even then keep looking for the next one (while you provide excellent care to your current clients of course).
While you’re at it, make sure that you become a member of any estate agent boards that might be in your area.
You want to have an ‘in’ with some of the more established agents in the area and you definitely want to make sure that you always know what they know.
You might get inside tips or you might just have a designation that looks better on your materials.
If people in your neighborhood know that organization or board they’re more likely to think highly of you because you have one of their insignias somewhere on your materials.
For the low cost or the investment of a little time going to meetings it could definitely be worth it for you.
Another important aspect of anything that you’re going to do is SEO, especially for estate agent marketing. This is something you do need to worry about online, so once you’ve finished up your offline marketing it’s time to start looking closer at how you show up on a website.
First, you should absolutely have a website. If you don’t that’s the first place that you should start. Free websites are possible but they’re usually more trouble than they’re worth.
Luckily, you can create a quality website for a low price. You don’t need to have something magnificent or perfect the first time out, you just need something that’s actually going to work for you.
Now, SEO stands for Search Engine Optimization and it means targeting your website and your content so that search engines not only see you but think of you as one of the best options in your niche.
You want every chance that you can get to show up in that coveted number two space (because number one is a sponsored space) on a Google search page.
At the very least, you want to make sure that you appear within the first page of results and that only happens if you target a few key areas.
First, you should use specific keywords. If you’re an estate agent that means you should be targeting words related to home buying and definitely to your location.
Talk about ‘family homes in East London’ or ‘two-story homes in Milton Keynes, Hertfordshire.’ These are things that your potential audience might be looking for and that means they may punch those same words into a search engine.
If they do, you want to make sure that your website is going to come up as one of their options and that only happens if you use the keyword within your content.
You should also be taking a closer look at something called ‘link building.’ What this means is that you should get your website linked to as many high quality websites as you can.
You want to link out to websites that are getting great ranks. You also want websites to reach out to you. Each of these types of links is going to help you look even more important and they’re definitely going to make sure that your potential customers can find you more easily.
Building links takes a lot of time and effort, however. You’ll need to talk to owners and writers from different websites to find out more about what they require in order to give you a link.
Have you ever heard of Google My Business? Now, you might think you know all about the lowercase version of this. After all, punching your business name into Google is easy, right?
But it’s not what we’re talking about here. Here we’re talking about a service, from Google, that tells you all about different aspects of your business. Not only that but it connects you directly with customers and gives you an edge on Google Maps and more.
This service gives you a business account, and that’s the information you usually see on the right hand side of the screen when you search for a place on Google.
Once you have a profile and you start working on your link building and your keywords you want to make sure that you have plenty of content.
That content is going to make it easier for you to add in keywords and increase your links because you’ll have more pages. You want high quality content that is going to improve your rankings.
You also want content that is informative and interesting to your potential customers. That might mean writing about things your customers want to know not just about you but about the property market. And the more keywords and links you can add in, the better it’s going to be for you.
3) Email Marketing
Next up, we’re going to start talking about ways that you can improve your business through email. This is one channel that doesn't get as much attention as other estate agent marketing strategies. There are billions of people using email every single day, so why shouldn’t you be one of them?
And why shouldn’t you be looking at ways that you can monetise your email? Well, the short answer that you should know is that there are a number of different ways that email could be making a huge impact on your business.
There are a few different things that you could be doing with email and if you were to optimise these areas, you might find yourself with a whole lot more clients.
First, create a mailing list of landlords who might be looking for new properties or who might be looking for renters for the properties that they already have. You can send out information to them about ways to advertise or about places that they might want to look into.
Keep them posted when you have renters that are looking or find out from them about which of their places still have openings so you can refer clients to them.
All of these methods are going to keep the landlords in your area on your good side and they’re definitely going to be interested in working with you further.
Another way you can use a mailing list is to create one for people who are still looking for a piece of property. Create a list where you share information about finding the right house or keeping up their house and even information about what places are currently available.
You can create separate mailing lists for those who are currently looking for a piece of property and for those who already have one but want advice on how to take care of it or how to find investment properties or anything else.
You’ll definitely be able to share information with them and get them interested in hearing from you every week (or however often you want to send out emails).
Make sure that when you do get an email address from someone who is interested in a property you take the time to email them back as well.
Everyone who emails you or asks you a question is a potential client and whether you feel like they’re really interested or not you should talk to them like they’re going to be your best sale ever.
That’s going to make them feel great and it’s definitely going to make them more likely to work with you when they do decide to buy a house.
4) Social Media
You’ve probably heard that social media is the wave of the future and there’s a whole lot of reasons for that. You can do a whole lot with it and you might even be surprised at how many businesses get the majority of their business directly from social media.
Social media marketing can be super powerful estate agent marketing channel, if done correctly.
The specific ways that you can do this will vary a little from one platform to the next, but make sure that you’re paying attention to all four of these, because each one can get you a little bit more attention.
Even if that attention comes from people who aren’t located anywhere near you, it could be the big break that you need to make your business grow.
If you think that’s a platform you can afford to ignore you’re definitely wrong. Even though only a small handful of that population is in your target area, the more people are looking at what you do the more likely the right people are to find you.
The important thing with Facebook is to make sure that you have a business page, so people can search for you, that you fill out all of your business information and that you are using both posts and ads.
Posts are completely free and go directly onto your page. Ads are paid, but they go to people that fit into specific demographics that you get to choose.
What may seem surprising is that Instagram is very quickly taking over the market when it comes to the most popular social media site. In fact, just this year Instagram announced that it had over 1 billion users around the world.
While this may seem like a strange platform to post about properties, it’s actually an extremely positive one. This platform is all about the images, so your best option is to post pictures of the beautiful homes that you represent, from the outside or the inside.
You can then include simple captions about the homes or about blog posts that you’re writing and include links in your profile or swipe features. Plus, Instagram offers ads that are formatted in the same way as a traditional post, but show up to the people that you want.
Next on the list is Pinterest, which has about 291 million active users each month. That’s definitely a good share of the market and when you can create fun boards that everyone likes to look at and share you’re definitely off to a great start.
Boards for your estate agency could be specific types of houses (Victorian, colonial or modular) or they could be based on specific aspects of the home (large kitchens, two floors, full basement).
You can also create boards that are just about specific things that people want to know more about and those images can be linked to specific pages on your blog or website. You can also create ads through Pinterest, which will allow you to target those millions of people by letting them see your amazing images.
Finally, we’re going to talk about Twitter. Though Twitter seems to have dropped off slightly over the last several years, they do still have a strong following.
In fact, there are approximately 126 million daily users to Twitter, and those people are used to getting their information quick and easy. So, the best thing that you can do is create content bites that are going to entice someone to click on your embedded links.
You can have images as well attached to your tweets and all of that information can result in someone deciding to click through and see what else you have to offer. You can even give little tidbits of advice or tips through this platform and you still have the opportunity for ads as with any other platform.
5) Advertising Portals
When it comes to estate agent marketing, you want to make sure that you’re doing it right and you are covering all the angles. You want to make sure that as many people as possible are going to hear about you and that means you definitely need to look into different advertising portals.
These portals are going to give you even more opportunities and advice about what you could be doing and just how you could be capitalizing on your expertise at every turn.
The only thing is that you need to pay close attention to what you find there and you need to be actually putting those tips and ideas into action. That’s where you’ll get the most return on your investment.
First up, Zoopla. This website is all about advertising the best places that are currently for sale or rent in all of the UK.
You want to make sure that your properties are listed here and you definitely want to be listed as an agent that can be contacted by those interested in something.
You can get a whole lot of acclaim and interest from people because this website actually lets them search for things like how much they want to spend, what type of property they want, how many bedrooms, how far it is from different locations and a whole lot more.
It even allows them to search different keywords. That all means that someone who uses this site is more likely to find what they want and then they need an agent, which could be you.
Rightmove is another option that you can check out. This site allows people to list properties and it compiles lists from many different locations. From there, someone who is looking for a property is able to search with specific keywords, like the location they want or a specific street or even proximity to a specific landmark.
From there, they get to search whether they want to buy or rent and they’re given a range of different properties that they can take a closer look at.
From there, they get the opportunity to choose what type of property it is, how far from the location they searched, how much it costs and how many bedrooms. It really is that simple and people can find the home of their dreams.
OntheMarket is going to give you information not only on different properties that are for sale or for rent within an area of the UK that you get to choose but it’s also going to give you some information about what your house is worth if you’re looking to move out. That way you don’t have to worry about how you’re going to sell your own place.
With this system you can choose the location or keyword you want to search as well as things like the minimum and maximum that you want to spend, how many bedrooms you’d like and the type of property that you’re looking for.
You can even find agents here, which is another place you’ll want to be listed.
The final website we’re going to talk about is Gumtree. Now, this website allows you to choose what you’re looking for and then choose a location or postcode.
You can also look through general posts. What’s interesting about this one is that it’s a type of free for all website. That means anyone can post whatever they want to sell on this platform.
You can post your properties here and see which properties get the most attention or what people are actually the most interested in. You might be surprised how much attention you can get from a site that seems so simple and unrelated to the property market.
Networking is always going to be an important part of the process when you’re trying to get more business and you’re trying to market yourself.
You need to start talking to people long before you’re even ready to start taking on your first client. This is usually not a problem because when you’re ready to start your own business it seems like the only thing you want to talk about, right?
You want to make sure that everyone knows you’re going to start a business and that they all know exactly what you’re going to do with it and how it’s going to help them. Well, that’s only going to be the first step in the process, and though it’s important, there are other things you still need to do.
Now, first up is talking to everyone that you know. Start with your friends and family. Tell them all about what you want to do and what your plan is for your website and your business.
Make sure that they fully understand everything that you’ve got planned and everything you’re hoping for with the future of your business.
They’re the ones who are going to be your first point of contact with anyone and everyone else that you get your message out to. That means you can’t afford to lose any of these people. They’re your biggest supporters and advocates, if they know what they’re doing.
Next up, you need to start reaching out to more of the people that those individuals know. Start asking for references. Ask them to hook you up with their coworker who is looking for a house or their other friends who are looking to sell.
Have them distribute your business cards whenever it seems right or talk about what you do and help introduce you to different people.
All of these things are going to make it easier for you to get the attention that you’re looking for and they’re definitely going to help you to start meeting even more people. But maybe that first connection isn’t the one that’s going to get you more notice.
Start looking at professional organizations for other estate agents. Talk to the people who are in the same business as you. It may seem strange to talk with your ‘competition’ but you can absolutely learn something from each other.
You can learn more about how to jumpstart your business. They can learn about new techniques that you’ve tried that have worked. You can all get new skills from each other and that’s going to make a huge difference in your overall business.
You just want to make sure that you are getting the word out there and looking for organizations that are professional, even if they seem small.
Check out the events that are going on in your area. If there’s a home expo or a parade of homes or anything similar you want to know that it’s going on so you can be there.
These are people who are looking for new houses or who are looking to sell their houses or they’re people who are interested in finding out more about making their own home into an even better place.
All of these are the type of people that you want to spend more time with and you want to talk to. You want them to know who you are and you definitely want to make sure that if they’re in the market you’re the one that they want to talk to.
At the very least you get your name out there more and they might pass it along to someone else.
7) Making the Most of It
The best thing that you can do is constantly be looking for new ways that you can market. Always watch for new people that you can talk to or new opportunities where you can set up something to do with your business.
Whether it’s asking a local business to post your flyer or your business cards or it’s talking to your friend about their boss who is looking for a house, you want to take advantage of every opportunity you can.
The only thing is that once you get that marketing done and you’re ready to actually get the job done, you need to make sure you’re doing it right. Going above and beyond what your customer is looking for will always give you a leg up.
Whether you’re sending them bi-weekly updates about new houses when you only promised once a week or you’re helping them find a place that really fits what they’re looking for or you’re just following up to let them know that you can’t quite find what they want yet, it’s going to show that you care about them.
All of those things are going to help you show yourself to be the best around.