Marketing

Devising a marketing plan? Strategies every estate agent should bear in mind

Gabrielle Pickard
Written by Gabrielle Pickard

Marketing has always been an important element of success for estate agents. But with the advent of the digital age, it’s significance has reached greater heights. As of 2013, an estimated 70% of businesses said they were going to increase their digital marketing budgets, and the increasingly competitive online space bears testament to this trend. So how, as an estate agent, can you go about optimising your marketing techniques? Here are some integral pillars of effective marketing strategy.

Know where you’re headed

The key to any effective marketing plan is to make sure that you have a very specific end point. Obviously, the ultimate goal will always be to improve the health of your bottom line, but think about the objectives that will cause this to happen directly. Map out the steps that you plan to take to reach this goal, clearly outlining the actions you need to take and accounting for likely pitfalls and difficulties.

Understand your audience

Marketing only works if your efforts are focused on the specific people that you want to engage with your brand. You might have an aesthetically striking, high-tech marketing campaign, but if it doesn’t appeal to your target market, you won’t be able to convert your interest into sales. Take time to research the demographic that have the resources and intention to take advantage of your services, as well as their psychographic. Build your marketing strategy based on what will engage this particular group of people most effectively.

Be consistent and regular

In today’s confusing digital age, there are a hundred-and-one ways to market your business. The key to taking advantage of this wide choice of channels is to pick the ones that are best suited to your business’ needs, and to use them regularly and consistently. Context creation, for example, is only really effective if you have a reliable timetable of material being released via your website and social media. Twitter only works if you ‘tweet’ and engage with other frequently. Don’t dilute your efforts – pick your marketing channels, and stick to them.

Make it finite and measurable

This goes back to the first tip in this list, but is worth exploring further due to its importance. During the process of defining your objectives, and in the time that follows when you’re planning how to meet those goals, you need to make sur that your efforts are measurable. There’s much less value in small successes or improvements if you don’t know how you got there, and you’re far more likely to make significant change if you can find out which elements of your strategy are bringing the best return. There’s a wide range of sophisticated analytical software available today that will allow you to track your progress, making the process of evaluation and improvement easier than ever before.

 

About the author

Gabrielle Pickard

Gabrielle Pickard

Gabrielle brings more than a decade’s writing and editing experience, having been creating and editing high quality content for a wide range of publications in the property sector, reporting about the latest trends, news and developments in this fast-paced industry that doesn’t stand still for a second.

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