Marketing for Estate Agents

Marketing for Estate Agents should be easy right? You have property people want and they get in touch? Maybe. There are many Estate Agents. Many of the larger ones dominate the online searches by sheer volume and how long they have been in business but you can create marketing that will give you your own space to be be found without having to spend a fortune on property portals. You should look at different ways to be found such as a website or blog, social media spaces such as Instagram and Tiktok as well as Facebook pages.

As an ex- award-winning Estate Agent here are some of marketing tips that will help you.

1. Sales, Lettings, Search, Land?? What do you want to your Estate Agency to be found for

If your Estate Agency has a range of services, you need a different marketing strategy for each property niche. Your audiences may be in the same locations but it is likely they are also in some niche ones. Determine what you what to be found for before starting any marketing.

2. Think Local – Google loves local marketing

You are probably a local business so take advantage of that – wherever possible use place names, areas on pages, property pictures and categories.
They all rank in Google. Where do you think the pictures in Google come from? Google works on location and knows where searchers are. Give them what they are looking for and include locations in everything.

3. Publicise key features or locations in your Estate Agency area

Try creating a page for each area, road or sometimes even a special property on the website rather than just a tiny amount of text and a few pictures or video. Over time a location or estate page will come up in searches far more often and will be found far mor easily. If you have a page all about an area it will come up in searches for all the best parts of that area such as schools, amenities, transport links and everything else that makes that location something special.

4. Don’t follow the crowd – lead the way

Many people will find property on portals – but they only have so much information on them. By being different you could bypass the hefty portal fees by answering questions on the important things in the area – do the search yourself an look for questions about what’s around you and become the go-to Estate Agency in your area. If your online footprint is good enough, people will share it for you and you will become the go-to experts. Make the content informative and worth looking at. Not every area, house, flat, plot or commercial property is picture perfect.. say it how it is.

5. Credibility is important for Estate Agents

Reviews of your Estate Agency services will help sellers decide who to go to. They believe what is said about you and many will check. Word of mouth marketing is the most powerful. What others say about you counts far more than what you claim yourself. Set up a process for testimonials and keep track on what is being said about you online with a google alert. Learn more about Google Alert’s here.

6. Leave a positive impression

It should go without saying that you leave a positive impression when you speak to people – even if you can’t help them right now. People will always remember how you made them feel even if they don’t remember your name. Some areas still have a village feel and everyone knows someone, so make sure what is being said about you is good. If you are not being talked about you are doing something wrong.

7. Be Available – Your Estate Agency needs to respond quickly

I know this may sound silly but many estate agents do not respond to emails or calls quickly. If customers feel you are ignoring them they will go elsewhere. If you don’t have the time to answer the telephones in a timely manner get an answering service or a machine and respond quickly. If you have data capture forms on your social and web pages make sure someone sees them and gets back in touch quickly.

8. What are your competition ranking for?

Google what you sell or rent in your area and see where your competition come up – it may be a site is dominating the search engine results so make sure you are on as many as possible. You can create content that comes up in the results yourself too – what would you want to be found for?

9. How can you capitalise on a successful sale?

What can you do after a sale to create extra sales? After all someone you have done business with you they should be you biggest advocate – so what can you do to help them sing your praises? Many agents send box kits with coffee, tea and the like which is lovely but doesn’t leave something lasting. What can you do to keep you in their mind afterwards? A gift, a newsletter, a follow up.

10. Where do potential customers look first?

Create a Google for Business listing . You will be found for the first place people look – on their mobile. Add content, encourage reviews and keep it up to date with what you do. Every month it will send you a report of activity.

11. Do you have a plan?

It is much easier to make it happen if you have direction. What do you want to happen? Who are your target audiences? What is your plan of action? It is important to decide what success looks like.

Keep a track of where your enquiries come from then you know what is working and what to do more of.
If you have a Google for Business listing it does it for you and sends you an email monthly.

12. It takes time.. to get your Estate Agency to be found

Don’t expect to be an overnight success. Although there are spaces that will give you an instant boost. It is important that you do marketing for your Estate Agency regularly – pick where and how and join everything together. Make sure you give you audience options and help them to find you wherever they are looking. The more the do – the more chances you have of being in the right place at the right time for your niche and location.

Want to raise your Estate Agency marketing game?

If you need someone to create content or copywrite marketing – or to get your strategy sorted to help you be found for your niches we’re happy to help. Get in touch. Good luck.

Byamanda