They plonk down on the couch. He grabs one of the beers from the side table, pops it open and passes it to his wife. He repeats the act for his own beer, then turns to his wife, raises his bottle and says, “a job well done, babes; we have our home!”
She clinks her bottle against his, takes a sip, puts the bottle on the floor and throws her arms around her husband and smooches him all over his head.
Wouldn’t you like more happy stories like that of people finding their perfect place through your property agency?
Are you missing out on clients?
What are you doing to market your properties?
You’re probably on Facebook. Maybe you’re on Instagram too. Social media is probably a big part of your marketing strategy.
But you’re probably posting your properties to some of the leading property websites likes property24 and Private Property. Maybe you even place your accommodation on Gumtree.
But what happens when those platforms change the rules on you?
This happens often in the online world. You get comfortable marketing to a specific platform and suddenly they change an algorithm or hike their prices or do something that sends shockwaves through your marketing budget.
But because you’ve relied on that single channel you’re enslaved to them, so moving to another platform doesn’t seem viable.
But what if you got your own website and started using it to post properties to, in addition to the channels you’re already familiar with?
What can a real estate agent do with a website?
You’d add contact details to your site, for one.
If you have multiple agents working in your real estate agency you’ll add all of their details.
But you can use your property website as a phenomenal way to market your latest listings, be they sales or rentals.
Your website gives you the ability to add property that’s for sale, property that’s available to rent and property available for holiday rentals.
These properties can be classified as homes, apartments (flats), office space, industrial, farm stay, B&B, self catering, hotels and any other type of accommodation you offer.
It’s similar to the categories on large property websites.
Why not use one of those large property websites for marketing?
Let’s create a scenario.
You add your properties to one of those large, multi-vendor property websites.
But so does a thousand other property agents.
And when there are other properties available in the same area from other agents, the property website creates a page that groups those properties together.
So if someone clicks on one of those pages where all the properties are grouped together according to area or property type, you’re sharing valuable screen space with other agents.
Now, that’s great for other agents when they get exposure. But do you see what potentially happens? Someone saw your property listing, clicked to learn more about it, but got distracted by another agent’s listing.
There goes your potential sale.
When you have your own website, you can create those same pages grouping properties and rentals by area or type, but they’re made up of your listings alone.
So you’re only competing against yourself; it’s all about your listings, and your listings alone.
And it’s easy to add a listing. If you can use Facebook or property24 you can add a listing to your own website.
You add a headline (AKA title), some text about the property, some picture, the area the property is located in, the type of property and some property extras. Click the submit button and you’ve just added a property to your own website.
If you really can’t see your way doing it, hire me to add properties for you.
I know how to create professional, search engine friendly property listings that’ll make your website stand out.
Email is a great marketing channel, despite many claiming (for years) that its day is over.
Think about the potential you have with your own email list.
You have the permission of someone to actively bother them inside one of the last sacred connected spaces: their email inbox.
It takes hardly any commitment for someone to like your property listing on Facebook. And sharing your listing’s also a low level commitment.
And if that like or share is from someone with NO interest in EVER buying from you (they’re simply a friend or relative trying to do you a favour), what level of quality is it?
No, it’s much better to reach someone via email.
Once they open your email there’s nothing to distract them from your message; no kittens or fail memes or family photos. It’s your content with a link to your website where you can get them to take an action of your design.
And to help you grow your list I set you up with an email newsletter system that lets you add up to 500 subscribers. If that list grows, simply upgrade to accommodate more subscribers.
I also add a signup box to your website where website visitors can add their names and email addresses. This automatically adds them to your newsletter list.
Whenever you post a new property or rental they receive an email with a nice pic and a link. It looks professional and it works smoothly.
Search engine marketing
Google is still one of the best traffic sources for property agents.
Here are some of the searches people who’re looking for property do:
- property for sale near me
- property for sale
- beachfront property for sale
- townhouses for sale
- private property
- houses for sale
- houses for sale in my area on gumtree
- property 24
- buy houses
- buy house in…
- flat for sale
- flats for sale
- plots for sale
- industrial property for sale
- commercial property for sale
- holiday rentals…
- holiday houses
- self catering holiday houses
That’s a drop in the property search ocean.
Are you getting any traffic from Google for those searches?
You might think that, because you don’t sell on Gumtree, you needn’t write about it.
Or perhaps you think you needn’t write about self catering units because you only do property sales.
But if you’re savvy you’ll understand that there’s a mass of traffic waiting to be harvested.
For instance, let’s say you know the pitfalls associated with doing business through Gumtree.
You could be setting yourself apart as the property agent who cares for people by making them aware of the dangers of doing property deals the wrong way.
And you’ll look like an expert by warning people.
People are naturally drawn to experts. They trust experts. And before you know it, they start contacting you to help them find their dream home.
A property agent using a generic email address like Yahoo or Gmail looks unprofessional.
If you want to look like the property professional you are, set up proper email addresses linked to your domain name.
With my package you may set up as many email addresses as you wish, your hosting package size being the only limit.
But if you set up your property emails using POP, you don’t have to worry about wasting hosting space.
This means you can keep adding more properties to your website.
How many times have people visited your website over the last week or month?
Which properties were most viewed?
Which Google search terms brought them to your website?
These are all crucial questions analytics can help you answer.
You get Google Analytics installed to your website for free.
But you also get a weekly email report that answers those questions for you.
But I take it a step further.
Your website comes with a search box that records what people search for.
It’s a great way for you to orient your endeavours to what the market is looking for.
In other words, say you’ve been looking to increase your residential listings, but your search box indicates that there’s an increase in people looking for industrial property, you might want to consider increasing your industrial listings. Or you simply may want to add more articles to your website tackling the issue of industrial listings.
Your property website will look great on any size screen, whether it’s on mobile, desktop or tablet.
Imagine someone comes across one of your property listings in Google on Chrome on their mobile phone.
They click on it because they’d love to learn more about the place.
But when they land on the page the layout is clearly not optimised for phones. The text is far too small; the images are barely eligible. They have to squint and squeeze their way through your website.
What will they do, stay on your site out of loyalty?
Definitely not. They’ll move on to other, more user-friendly property listing sites.
That’s why it’s important to get a website that’s mobile friendly.
You’d think a property website that lets you build powerful content structures around area and property types and lets you share listings to Facebook and with email subscribers will cost you the price of this extravagant watch, but that’s probably not the case.
However, I’m not cheap.
Here’s the thing: you could opt for a cheap website and online marketing package and after a while, when it doesn’t work the way you think it’s supposed to work, tell your friends that a website doesn’t work and that they should stick to marketing through a Facebook page.
Or you could approach the online marketing game correctly, build your own website, patiently see your traffic increase and smile when you start getting calls and emails.
You could continue posting properties to social media like Facebook and Instagram. You’ll get leads through those platforms.
You’ll find plenty of leads through major property websites like property24 and Private Property too. You’ll even hook people through Gumtree.
You might have a static website that doesn’t do anything but act as a glorified brochure with contact details.
But if you get my marketing package you’ll have the ability to post your properties and rentals to your own website and steadily grow your online footprint with your own brand, not someone else’s.
Book a consultation and get more people viewing your listings.