In the aftermath of the Covid-19 lockdown, estate agents had very limited work, and the housing market declined substantially.
There has been some improvement in the market, with residential property sales in England increasing by 20.5% to 821,407 between December 2020 and December 2021.
According to IBISWorld, there are currently more than 27,400 estate agencies in the UK.
In order to succeed, an estate agent needs to stand out from their competitors.
For businesses who supply the property market, it’s now the perfect time to review your marketing strategies and ensure that you are promoting your business in the right way
Here are More Than Words Marketing’s top strategies for doing so:
As prospective purchasers become more technologically inclined, the UK’s property market has evolved into a digital one, shifting from brick-and-mortar businesses to online property portals.
In order to stay competitive, building contractors, property developers, construction firms, and real estate agents must keep pace with current digital trends.
The benefits of digital marketing are extensive and widely known, but its main advantage is affordable access to mass audiences.
As a result, its importance has increased in the property market, particularly among SMEs and independents.
It has also improved sales through detailed analytics, database management, and targeted marketing.
Create lead magnets
For small businesses, the best way to start any marketing campaign is to build a large prospective buyer database.
With More Than Words Marketing, you can choose the most relevant estate agents for your business and personalize your marketing messages accordingly.
The key to making your database work for you is constantly updating and adding new contacts.
Lead magnets are an effective marketing strategy for attracting new prospects through your social and online ads, as well as your homepage.
If you want to generate leads, you need to offer something that will make your audience willing to share their contact information with you.
Produce a lead magnet guide that contains original research, tips, and advice your target audience will find useful.
Free ebooks offer a great way for marketers to capture high-quality leads in exchange for an email address.
Make your website mobile-friendly
Most UK homebuyers (93%) use online channels for their property searches, according to the ‘Beyond the Bricks: The Future of Home Buying’ report by HSBC.
Moreover, mobile devices are beginning to surpass desktop computers as the primary source of internet browsing.
Mobile compatibility is thus essential for your website.
You should ensure that every feature on your desktop website also works on mobile, including things like diagrams, budget calculators, and videos.
Develop a stronger social media presence
Globally, 53% of the population uses social media. For millennials and Gen Z in the UK, these figures are significantly higher.
Using social media platforms effectively can help you reach a huge market of potential customers.
Be strategic about the social media platform you join – an inactive social media channel looks unprofessional and can make customers feel frustrated if they can’t reach you.
Instead, do some research to find out where your target audience spends time online and choose two or three platforms to join from this information.
Using social media will allow you to communicate directly with your customers and amplify on-site content in a way that feels more relatable and less corporate.
Social media pages are also an ideal place to post customer testimonials and case studies. Be sure to respond to anyone who comments on your posts; this requires little effort and could have a big impact.
Communicate effectively via email
In a Constant Contact survey, 76% of UK businesses described email as an ‘important’ or ‘very important’ marketing tactic.
Good digital marketing strategies make sure businesses get good leads and can nurture and convert these leads efficiently.
InVideo’s research shows email marketing is a great way to do both, which is why real estate email marketing is so popular.
Having a warm audience is also a credible way to grow their database and convert more customers.
An email marketing campaign gives you complete control over the communication you have with customers and can be segmented to allow for in-depth personalization – unlike social media advertising.
Because email marketing providers usually have in-depth analytics, you can use this channel to narrow down what your potential client list likes and doesn’t like in order to improve future campaigns.
With More Than Words Marketing, you can generate leads for your business and establish yourself as a valued supplier to any letting agency or online estate agent in the UK.