Currently, the UK property market is going through a great deal of change.
Recently, inflation reached a 40-year high of 9.4%.
This is expected to keep rising, causing financial difficulty for businesses and further disrupting estate agents across the UK – following the damage caused by the pandemic.
In contrast, a new model for Shared Ownership was introduced in the UK last year, lowering the minimum initial deposit share needed to buy new properties and making it easier for families to buy.
Until recently, a buyer had to purchase a minimum of 25% of a Shared Ownership home. This will, however, be reduced to 10% under the new scheme.
As a result, first-time buyers will be able to afford homes more easily – particularly in London where property values are highest and deposits are at an all-time high, says Kurt Walker, founder of Cream City Home Buyers.
Regardless of how the real estate market fluctuates, one thing remains constant: online research’s role in making informed business decisions.
This extends out into the wider property market as well, and suppliers to real estate agents should refine their online strategy if they want to get the best results from their marketing campaigns.
More Than Words Marketing is a database broker who offers a comprehensive database list of estate agents suitable for any supplier to carry out marketing across estate and letting agents.
Here are our tips for breaking into this valuable sector with direct and digital marketing.
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Strategic marketing with automation
A properly implemented marketing automation system can improve your lead generation process.
Marketing automation software allows you to deliver real-time messages to your audience and engage them through automated emails.
Anthony Minniti, founder of Texas Land and Home says, that a properly implemented marketing automation system can improve your lead generation process. Marketing automation software allows you to deliver real-time messages to your audience and engage them through automated emails. A marketing automation platform combines all marketing efforts into one platform, including social media campaigns, emails, and landing pages. As a result, you will be able to monitor your customers’ interactions with your brand and content in real-time. As a result, you will be able to attract more leads, increase sales, and improve the customer experience.
Bringing real estate marketing into the digital age
A growing demand for sustainability and exceptional digital experiences is driving the biggest changes across the property industry in 2022.
For businesses involved in technology for estate agents, this provides a competitive benefit to focus your marketing materials on.
In your marketing messages, focus on the technological aspects of your product or service, or your ability to help estate agents to upgrade their own technology.
As Jasen Edwards, the chair of the Agent Editor Board of Agent Advice says, to be successful, estate agents today need to capitalise on these to impress the emerging generation of buyers, meaning that they are clamouring for things like:
Inventory management apps/technology
Accounting technology
Virtual viewings software
CRM software
Cloud services
Lead with these technologies in your marketing campaign and you should easily be able to capture attention.
Improve your results with social media
47% of businesses in the property sector attribute their best consumer leads to social media.
As a supplier to estate and letting agents, effective marketing requires being where your prospective buyers are. Therefore if you do not use social media campaigns, you might be losing out on valuable leads and opportunities.
Consider reviewing and reevaluating your social media usage to identify the most suitable channel to use.
There is often a temptation to jump on the latest social media trend out of fear of being supplanted by competitors.
You may want to try each of them, but not all of them will be a good fit, and being in too many places can undermine your social media strategy.
Instead, focus on the platforms that are seeing the most engagement, and create high quality targeted content to appeal to your audience and generate higher quality leads.
Engage your audience with email marketing
Despite its age, email marketing remains relevant. In terms of delivering your message, it has been found to be one of the most effective marketing channels.
In fact, as new technologies and more sophisticated analytics become available, email marketing is likely to gain more traction in the coming years than it ever has.
By having a better understanding of your buyer’s persona will make email marketing more effective. Not all estate agents have the same goals, or cater to the same buyers. You need to understand which estate agents are your specific audience, and market to that niche.
Analyse your audience demographics and divide customers into different groups according to their interests and actions.
You can then tailor exclusive deals and offers to your potential buyers according to the insights you gather, and communicate them via email.
Get your list of estate agents
Property is an excellent sector for suppliers to establish beneficial long-term relationships with clients.
Whether you are interested in our database-only or managed email & telemarketing campaigns, More Than Words can make your business a valuable supplier to estate and lettings agents across the country.
Get in touch with us by calling 0330 010 8300.
