Estate Agents COVID-19 Marketing Survival Guide
With the majority of people working from home in the current climate, it’s important for your customers to know that life goes on – just from a safe distance.
Thanks to the digital world, it is now easier than ever for estate and letting agents to keep in touch with their database by utilising the digital channels available to them.
Though there are 4 simple marketing must do's your business should be doing:
eNewsletters & Updates
Here we'll go into a little more detail of what they are:
1: Announcements - Business as usual (well… kind of)
It is important to let people know that there isn’t a sign on the door that says ‘Back in 12 weeks’. New and existing clients need to know that it’s business as usual, but with a few slight changes.
Here is one example how our client Hackney & Leigh are letting people know that they are open for business.
By carrying this message to every touch point (website, email announcements, digital property updates, social media, email footers, direct mail and automated emails) they are reaffirming this message.
2: Virtual Tours
Virtual tours allow users to take a “visual walk” through a home or apartment available for sale or let. They can virtually view every room, with a few mouse clicks. Below we can see an example of how our client, Vita Properties have produced theirs.
Compared to photos and videos, this offers a more accurate and realistic experience, and allows the viewer to feel like they have more control.
Here are some of the key benefits to providing Virtual Property Tours:
The first is accessibility as a virtual tour will open your listings up to a much wider audience – especially at this moment in time.
Virtual tours allow a more inclusive approach, allowing anyone to view a prospective home without having to travel there, until they are convinced that it is a property that they are interested in.
2. Vendor Benefits
Statistically, 60% of viewings are done on evenings and weekends. Though with social distancing some vendors are not keen about having strangers coming into their home at all times of the day.
A virtual tour means that vendors won’t have this issue, as less buyers will be viewing their property in person. Now buyers can get an accurate look online first.
3. Save Money
Allowing potential clients to view properties themselves saves money. You will save money and time driving back and forth to unqualified leads with no guarantee they will buy.
4. SEO Benefits for your website
Property listings with virtual tours receive over 40 percent more clicks compared to those using images. This cutting-edge technology can drive massive traffic to your website. As a result, you’ll attract more clients.
Your bounce rate will also see a drop – in general, virtual tours take approximately one minute – meaning that people will spend more time on your site. As a result, your bounce rate will drop.
Arrange a time do a virtual tour with a potential buyer, be it over the phone, WhatsApp or one of the many conference video tools available. You have first-hand knowledge of the seller’s property, so it is easier for you to explain the benefits and features of the house and its potential.
3: Email Updates & Newsletters
A lot of agents that do a monthly market update talk about the industry and the property market. You may want to widen the articles you feature that aren't 100% property focus and start covering items that people can do while social distancing or self-isolating.
It’s shows that you care about people’s welfare, and not just their property interests.
Here are several examples of topics that can be covered:
- Self Schooling (and how to survive it)
- Family activities
- Home Improvements
- Exercising at home
- Recipes - Fun Surveys (the best box set to watch)
4: Automated Emails
Just because you’re not in the office it doesn’t mean that your marketing has to stop. Marketing automation can give your estate agency the opportunity to become more efficient. Setting up automation allows your business to spend time and effort in other areas, as if it’s done right it will take the process of identifying tasks that would usually be performed by employees away, which means you can be more effective, creative and profitable.
Not only can marketing automation make your estate agency more efficient internally, but it can help provide a more personalised and an improved experience for the user. The technology of marketing automation makes these tasks easier and it allows you to put more thought and time into the creative process, which ultimately will help improve the performance and experience to the recipient.
If you would like any more advice on the four points above, then get in touch by clicking here as we would be happy to help. Also, to help agents we are offering nothing to pay for 30 days for our automated emails and 2-way integration, after which there is a 1 month rolling contract. Click the banner below and register your details, and we'll be in touch and get you up and running ASAP.