Identifying your perfect estate agency customers
This might sound painfully obvious, but when you’re trying to drum up business the temptation is to lower your fees and work with anyone possible. Not only can this lead to getting stuck in some draining situations, but it’s also easy to lose sight of who your ideal client really is.
Do you predominantly work with landlords of HMOs? Do you love working with first-time investors helping them build their portfolios? Are you happiest when dealing with property management for large portfolios? Whatever it is, you need to know exactly who your ideal estate agency customers are before you start trying to appeal to them.
You can really get some good bang for your buck when it comes to paid advertising. Whether that be on Google or Facebook, it’s a great way to deliver content tailored to your audience directly to them.
When you’re running an ad, it’s a great idea to direct someone clicking on it to a landing page where they can input their email address, where they’ll get sent a PDF that really adds value to them. Whether it’s a PDF guide to the best local areas to invest in or the top changes to legislation they need to know in 2022, adding value creates interested prospects. You might run an ad that costs £200, but even if you gain five good landlord leads with one engaging instantly, that’s worth so much more to you in the long term – think of the bigger picture!
Some people might not be ready for your services yet, and that’s all right – but don’t let them slip through the net as a result. If they’re genuinely enthusiastic but not quite ready yet, ask them if they’d like to be added to your email list. Then you can think about the kind of content that might appeal to them – would they like to know about the latest investment opportunities every couple of weeks? Is there an update to legislation that you’ll be saving their bacon if you make them aware of?
With email marketing tools like MailChimp, you can segment your list into different customer groups, and apply the same thinking to those looking to sell their homes. Do you have a list for everyone who has requested an online valuation to sign up? They’ll only be annoyed if you try and email them sales-y emails which aren’t of much interest to them, but if you think about what they might be interested in, e.g other houses selling for over the asking price in their area, they’re going to be interested in opening your emails.
You can slowly drip-feed content in this way, keeping them engaged until they’re ready to take advantage of the services you offer.
Those are just two great ways you can get your name in front of specific audiences and appeal to them directly. If you’d like help coming up with a full marketing plan, running ads, or creating landing pages your ideal customers can’t resist – get in touch!