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Your marketing makeover for 2020

With signs of renewed confidence in the market, digital marketing expert Nelly Berova recommends a thorough review of your marketing plans.

Nelly Berova

Link to Marketing featureWhether actually delivering Brexit will be that simple remains to be seen. But, just days after the election, commentators were forecasting a rise in house prices with high demand for a limited supply of homes.

Nelly Berova image

Nelly Berova

While things could be looking up, agents who wish to capitalise on a growth in confidence need to keep on top of the changing needs and desires of consumers when it comes to property. They also need a finely tuned marketing strategy based on really understanding customer segmentation. If you’re wondering where to start, here are seven key things you need to be doing in 2020:

Know your audience

The absolute key to any marketing strategy is understanding who your customers are, what they do, what they like and what they think. In particular, you need to understand the intent behind their property searches – what they are looking for – and the context of that intent – why they are looking now.

Don’t lose a single sale because of poor service or not following up on a lead. Make sure your online forms are quick and easy to complete and that they collect the right data.

It’s important to have a clear picture of your general audience – the people who are buying and selling property in your area. But remember that the homes in your portfolio could vary dramatically, so you need to understand the audience segment for each individual listing too. Picture who will want to buy this property. Think about their age, income, location and other demographics as well as their interests, hobbies and, crucially, what their online life looks like.

Go beyond selling property

Homes today can be way more than bricks and mortar; for many people they are part of a personal brand and a statement of who they are. Consequently, selling property is often as much about selling an experience. Just think of all the time people spend on Instagram looking at fantasy homes they may never afford. Keep this in mind in your marketing and use video and the best photography possible to present the place to your target audience.

Remember, you’re selling the location too, so make sure potential buyers know all about the independent coffee shops, picturesque parks and just-opened bars nearby – so they can really visual spending a weekend in their new home.

Use giveaways in return for data

Do your research to find out more about what your audience is looking for. Polls on social media and quick surveys are an easy way of drawing valuable information. Don’t ignore the comments and reviews you receive for free on social media or Google either. People are busy, so you may need to give them an incentive to take part, whether it’s the chance of a prize or a freebie – an invite to an interiors event, maybe. Shelling out for a decent prize, such as an Apple watch, could be well worth the investment in terms of the data you gather.

Check whether your customer service is up to scratch

Don’t lose a sale because of poor service or not following up on a lead. Make sure your online forms are quick and easy to complete and that they collect the right data. Check that someone is monitoring queries and that your response times are speedy and the information helpful.

Blend digital with traditional media

While we’re living in a digital age, when pretty much everything is done online, don’t ignore other types of media if they work for you. It’s important, however, to make sure that your whole marketing strategy works together seamlessly. For example, if you’re leafleting an area about an open house event, make sure the same messaging is used on your social media. You could recreate the event with a Facebook Live video for people who can’t make it in person.

Give your social media a reality check

Facebook, Twitter and Instagram will be the right media for targeting certain audience demographics. Good quality, frequently-updated accounts will also help you rank on Google. But if you use these platforms, make sure you are devoting enough time to their upkeep. Your posts should be informative and not just a series of property listings.

If this all sounds a struggle, you can automate tasks to save time – by scheduling updates with tools such as Hootsuite, for example. And think about using video in your posts, if you don’t already, as it really does increase engagement.

Measure everything

Finally, get in the habit of evaluating everything you try and learning from it. Improving the areas above should boost engagement, leads and conversion rate, but it’s important to be constantly measuring success.

Need help with your digital marketing or have a question? Book a call with Nelly by going to www.artdivision.co.uk

February 21, 2020

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