Savills back in the 80s started their Research Dept. They set their Research Dept up to create reports, stats and articles that the newspapers would lap up and print – making them look like the agent who knew what they were talking about, the ‘local property experts’ to pardon the pun (albeit with a plum in their mouth). Knight Frank and all the other posh agents followed suit.
Why did they do this? Well traditional estate agency marketing, such as A5 flyers listing the benefits of your agency, newspaper adverts, banner adverts for brand awareness and other agency-specific information doesn’t seem to work as well as it used to.
Instead, Savills and the posh agents, with the Research Depts and reports are practicing a marketing technique called “content marketing”.
Content marketing doesn’t talk about you, your agency or your services… but quite the opposite.
Content marketing provides potential clients with something they can’t get somewhere else from other estate/letting agents. Content marketing is all about producing educational articles, webinars, podcasts, eBooks and YouTube videos that answer specific questions landlords and homeowners have.
It’s the best way to turn your estate and lettings agency service, no matter how many agents there are in your town, into something that is not like everyone else’s.
By becoming a reliable, credible, sincere and respected resource on the one thing all the local homeowners and local landlords are concerned about, the one thing that matters to potential house sellers and landlords, i.e. WHAT IS HAPPENING IN THE LOCAL PROPERTY MARKET …. your estate / letting agency business is more likely to get noticed by the right people (house sellers and landlords).
Content marketing will enable you to win their following, then loyalty and finally trust, which, in turn, allows your estate/letting agency to reinforce its client relationships, propagate an effective and engaged email/subscriber list, meaning an increase in turnover and profits.
But if you are an Independent Agent, how are you going to compete against Savills and Knight Frank? Easy – outsource the reports to someone else – like these 25 Estate Agents from around the UK 25 Examples.