advertising
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Latest property news
OTM starts new TV campaign today, days after being rapped by watchdog for previous one
Ad featuring Chas and Dave song focuses on portal's unique ability to offer properties for sale 24 hours before rivals and will run 3,000 times during September.
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Latest property news
Foxtons turns to Saatchi to help boost its flagging business
Estate agency Foxtons has employed the services of global advertising gianlt M&C Saatchi to launch a campaign across London.
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Features
Should estate agents trust Facebook with their business data?
Facebook is on a crusade to convince us that it really does care about privacy on the platform following the Cambridge Analytica scandal, says Tara Dulake, but what updates have been made so far and, how will that impact your marketing strategy?
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Resources
Selling the service angle will win more business
"Imagine, says Adam Walker, that you owned a Michelin-starred restaurant that served delicious food at £100 per head and a new McDonald’s (other brands are available) opened opposite you?"
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Features
There’s still power in the press
Reports of the demise of traditional printed materials as part of your marketing campaigns are, says Joanne Christie, greatly exaggerated!
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Features
Have estate agency boards had their day?
Agents love them, residents have mixed feelings, but, as Joanne Christie discovers, sales and lettings boards still win clients and sales!
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Agencies & People
Fine and Country returns to TV advertising
Fine & Country is re-launching its story-telling TV advertising campaign advert following the success of their advertising campaign in March. The re-launch will run from this September until the end of October. This time the TV advertising campaign gets snappier – with a ten-second advert rather than thirty-seconds. The advert will run again on More 4, Home, 4oD and two new channels Drama and Yesterday. Using the theme of ‘story telling’, the advert focuses on the importance of choosing the right agent who understands how to turn a home into a bestseller. The original thirty-second version of the advert will still be available on the Fine & Country website and YouTube channel. That version shows different life events that happen inside the home, from an exciting birthday party, to the everyday happiness like being with the family dog and a little girl playing in her bedroom. “This is an exciting time for Fine & Country,” said David Lindley, CEO of Fine & Country. “Brand awareness has increased by over 5 per cent within the first three months of the first advert running, and has been viewed over 13 million times. We want this figure to keep growing.” The story telling style…
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Marketing
#Get moving. #Get social. #Get it right.
Look at some estate agents’ Facebook pages and you can see they think social media is just about posting their listings; you can’t tell the difference between their Facebook page and Rightmove, says Andrea Kirkby.
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Guest Blogs
Marketing is from Mars, PR is from Venus
As an estate agent, marketing is in your DNA. You are good at understanding what makes people buy, sell, rent and let property. In fact, if you’re still in business, having survived the recent recession, you must be spectacularly good. But whilst I’m handing out the plaudits, let me suggest something which is probably not your strong point. It is a skill which takes creativity, contacts and commitment to get consistently right. It is public relations – getting you and your properties into the editorial content of newspapers, magazines, websites, TV and radio – something we have been doing for the past 15 years. Mainly laid to lawn? Why estate agents talk in a way unlike anyone else on the planet eludes me. Although the two are closely related, PR is not marketing. And the problem for estate agents is that the things which encourage someone to buy or let a property are not the same things which encourage a journalist to write about it. In other words, when it comes to PR, you have to stop thinking like an estate agent and start thinking like a journalist. Buyers might be tempted by “a stunning property with a flexible layout…
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