Who would’ve thought that the internet would have such a huge impact on the world of property? We’re at the point now where the entire purchasing decision can be done online, meaning there’s an entire digital marketing journey people take when they’re looking for their dream home.
Thanks to the rise of search engines and social media, reaching new potential customers and nurturing them to the point where they are ready to buy is becoming the norm.
In this blog, I’m going to talk you through the key stepping stones people take on this path and how you can get in on the action every step of the way.
Casual Browsing
For a lot of people (myself included), checking out what’s for sale on property sites has become a popular pastime. To me, it’s the adult equivalent of a child going through the Argos catalogue at Christmas and adding literally everything to the list they’ll send to Father Christmas. Only, jolly ol’ St. Nick doesn’t ply his trade with bricks and mortar.
You, however, do.
Therefore, you need to capture people’s attention by putting up the best adverts you possibly can on your website. The more details and crystal clear images you can provide, the better. Make your ads stand out, and they’ll stick in the minds of casual browsers for a long time (again, I’m talking from personal experience on this one).
But, how do smaller estate agents get the drop on franchise players when their website isn’t the first that people turn to? Well, modern problems require modern solutions, and luckily, we at Strawberry Forge know how to solve these issues.
Content is King
If you’re having trouble getting traffic to your website, lack of content could be one of the key reasons for this. Simply having a bunch of properties for people to browse through doesn’t solve any of their issues; it just gives them something to look over for an hour or two.
Let’s use my life as the main example throughout this blog. I’m looking to get my foot on the property ladder, and when I’m checking out houses and flats for sale in the area where I want to live, my mind feels like it’s running at a million miles an hour.
I have questions I can’t find answers to, such as what type of property should I be looking to buy and what are the things a first-time buyer needs to know. Because I want answers, I turn to Google and find blogs written by smaller estate agents who provide me with the information I’m looking for.
These blogs tell me that the agents know what they’re on about and that they actually care about the journey of a first-time buyer. After that, I’ll stay on the site and check out the properties on there to see what type of flats and houses they usually deal in.
At this point, I’m still not ready to buy, but I have a few agents in mind who I’ll turn to when the time is right because the content they’ve written has stuck with me. Remember, content marketing is about nourishing prospective leads, not pressuring them into buying with you immediately.
Facebook Envy
We all get hit with a little bit of Facebook envy now and again. Seeing someone posing in front of their new house, keys in hand and a big grin on their face can make just about anyone feel slightly jealous.
It doesn’t have to be that way, though.
In these snaps people put on social media, there’s usually a ‘SOLD’ sign somewhere in the shot with the estate agency’s name in clear view. Since I’m already on Facebook, I tend to have a look at what else the estate agent is getting up to by checking out their page.
This is why it’s so important to regularly post on social media. You never know who could be looking at your page after seeing your signs in their friend’s front garden.
Almost everyone these days is on at least one social media platform, whether it’s Facebook, Twitter, Instagram or LinkedIn, so there’s a huge potential audience out there for you to attract. Regular posting shows your agency is proactive, and if you put up interesting content, you could gain a new follower who has the potential to turn into a client further down the line.
Staying in Touch
If I’m visiting your website and following you on social media, there’s a good chance I’ll happily sign up to your newsletter, too, so all the golden nuggets of information you dish out go straight to my email inbox.
Getting people to sign up to your weekly/monthly newsletter is a huge deal. If someone is willing to give you their phone number or email address to keep up with your brand, the chance of them purchasing a property with you skyrockets.
At this point, you can make the emails you send out a little more personal. Using an automation service, you can add their name and tailor the content they are being sent.
As long as the blogs and information you’re sending their way continues to be relevant to their needs and provides real value, your warm leads could easily turn into hot ones, ending in an eventual sale.
How to Pave Way for a Winning Digital Marketing Journey
As you can tell by now, your online presence can have a huge impact on anyone who comes across it, whether that be from people searching Google for property advice or someone stumbling across your social media pages.
Not all of these digital journeys end the same way, though. It takes an expert in marketing to hit the nail on the head at every possible opportunity, as well as a thorough understanding of the property world.
So, if you need help creating valuable content, interesting social media posts and targeted email automation, we at Strawberry Forge have the know-how to nurture your leads into paying customers.
Get in touch with us today to find out more about paving a winning digital marketing journey.
