Now more than ever, building relationships with the local community and understanding why prospects are likely to engage with an estate agent are key to attracting more vendors, landlords, buyers or sellers throughout 2018. Savvy estate agents will be investing their marketing budgets in tactics which engage their customers, as this should result in more conversions. 1
PERSONALISED AND CUSTOMER-CENTRIC CONTENT
In 2018, content marketing will be the core focus when devising a marketing plan, while an important goal will be to create a personalised experience for each customer. But the question remains:
How do you know that each customer’s specific needs are catered for?
The aim is to drift away from traditional, static content to more dynamically-rich content. The best practice is to create a dynamic website and a smart marketing automation plan that delivers top content. This creates a unique experience for the customer that matches their specific needs and preferences.
Consider the following scenario:
A new visitor to your website performs a search for properties to buy. At this stage you can assume they are either looking to buy a new home or are doing research as they have a similar property to sell. The message you want to communicate to them would be different from the message you would use when running after a visitor to your ‘properties to let’ listing. For the potential buyer, you may display relevant articles that help them through the process. Equally, for properties above £300K-£500K, having a clear call to action in case they have a property to sell will guide them to book a valuation. For returning visitors, a personalised message which relates to their specific needs which is based on previous activity can encourage them to book a viewing for a property they recently looked at, or book a valuation to understand how much they can spend on their next property.
2 CONVERT WITH THE RIGHT DATA
If you have the right data, a digital marketer can understand the customer’s behaviour, their preferences, and what it takes to deliver the best results. As we move into 2018, the trend of providing real-time responses to consumers is becoming more important, so associating the data with the right tools will be vital.
As we move into 2018, the trend of providing real-time responses to consumers is becoming more important, so using the right tools is vital.
Why is there a need for big data? Companies are keen to expand their traditional data sets with social media data, browser logs, as well as text analytics and sensor data to get a more complete picture of their customers. Equipped with the right marketing arsenal, any digital marketing agency can utilise big data. Even though many agents already use Google Analytics, most aren’t incorporating this data with marketing automation and CRM tools. Here are some figures that help us understand the impact and the increasing importance of big data:
Data-oriented enterprises are three times more likely to improve their decision-making processes.
Nine out of 10 business owners think they have missed opportunities because sales agents were not able to make the most out of the information available to them.
IDC forecasts that the big data industry will be worth $102 billion by 2019.
3 THE BEST VISIBILITY WITH NATIVE ADS
What exactly is a native ad? The definition is: ‘a piece of writing or other material in an online publication that resembles the publication’s editorial content but is paid for by an advertiser and intended to promote a product or service.’ To grab a plain sight exposure in front of the right audience, native advertising has become a popular marketing method. Most users find interruptive ads frustrating and irrelevant – a user won’t necessarily want to be browsing a website only for an out-of-context ad to pop up out of nowhere.
Native advertising allows brands to market their offerings in a non-disruptive way which blends in easily with the environment a user is most comfortable with. For example, someone looking to buy or rent a house may be looking at websites which provide information about local schools, local fitness clubs or transport links. Native ads blend in seamlessly, so customers may not even identify them as native ads when viewing them, whether it be advertorial, instant content, search advertising, recommended content or sponsored listings. The aim is to put the right information in front of the viewer when they need it most.
Nelly Berova, Managing Director, Art Division www.artdivision.co.uk