The world of an estate agent is an ever-evolving and highly competitive one. As an estate agent, establishing and growing your business in this dynamic landscape can be a challenging task, and leveraging the power of online marketing is not just an option but a necessity.
This blog aims to provide insights and strategies to effectively grow your estate agency business using a number of proven digital marketing channels.
The Digital Marketing Landscape
Before diving into the strategies, let’s take a moment to understand the digital marketing landscape and the potential it holds for estate agents. Here are some key statistics on various digital marketing channels:
Social Media Marketing:
- Facebook is the largest social media platform. In fact, out of the total estimated UK population of 67.9 million, approximately 44.84 million are active Facebook users – approximately 66% of the total UK population.
- Instagram, another popular platform, has 28.75 million users in the UK. Instagram’s ad reach was equivalent to 43.5$% of the local internet user base (regardless of age.) 56.4% of Instagram’s ad audience was female, while 43.6% was male.
- Content marketing generates three times as many leads as traditional outbound marketing.
- Blogging is a cost-effective way to generate traffic, with companies that blog receiving 97% more website backlinks.
Search Engine Optimisation (SEO):
- Google controls 93.97% of the UK market (as of August 2023), with Bing at 3.59% and Yahoo at 1.46%.
- 93% of online experiences begin with a search engine.
- 68% of online experiences start with a search on a mobile device.
- According to the DMA (Direct Marketing Association), email has an average ROI (return on investment) of 42:1 in the UK, which means that firms can anticipate an average return of £42 for every £1 spent on email marketing.
- 73% of millennials prefer communications from businesses to come via email.
Pay-Per-Click (PPC) Advertising:
- Facebook ads reach 60.7% of all Brits aged 13+
- Facebook is used more than once a day by 45% of UK monthly active users
Right, now that we have got the number out of the way. Let’s explore the benefits of the most popular digital marketing channels to help you better understand how each can help you grow your estate agency business.
Social Media Marketing
Social media platforms provide a fantastic opportunity to engage with your audience, build trust within your targeted community and showcase your properties. Here are some tips for estate agents:
Choose the Right Platforms: Identify which social media platforms your target audience frequents the most and focus your efforts there. For estate agents, Facebook and Instagram are often excellent choices, but TikTok is fast becoming a perfect option, too.
Quality Visual Content: Invest in high-quality images and videos of your content and listings. Use professional photography and staging to make your properties stand out. This doesn’t just wow the home seller and potential buyers, but your online audience also!
Engagement and Interaction: Engage with your audience by promptly responding to comments and messages. Create polls, quizzes, and interactive content to boost engagement.
Paid Advertising: To reach a wider audience, consider running targeted Facebook or Instagram ads. Use demographics and interests to refine your ad targeting, or better still, create retargeted ads and target people who have visited your site and/or engaged with your social media content.
Content marketing is about providing valuable information to your audience and positioning yourself as an expert in the field. Here’s how to make the most of it:
Start a Blog: Create a blog on your website and regularly publish informative articles about property, market trends, buying/selling tips, and local insights. It is important to keep your blogs fresh and unique. So ensure you have written the articles and not brought or copied them from elsewhere. Google will only rank original content.
Video Content: Create video walkthroughs of your properties and share them on platforms like YouTube. Videos are highly engaging and give potential buyers a better sense of the property.
Guest Blogging: Collaborate with local businesses and write guest posts for their blogs. This can expand your reach and establish you as a local authority.
Search Engine Optimisation (SEO)
SEO ensures your agency’s website ranks well in search engine results. Follow these tips:
Keyword Research: Identify relevant keywords related to your area and property types. Use tools like Google Keyword Planner to discover high-traffic keywords.
On-Page SEO: Optimise your website by including keywords in titles, meta descriptions, and content. Ensure your website is mobile-friendly and loads quickly.
Local SEO: Create a Google My Business profile and optimise it with accurate business information. Encourage satisfied clients to leave reviews on your profile.
Backlinks: Build high-quality backlinks from reputable websites in the real estate industry. Guest posting, networking, and creating shareable content can help. You can learn more about backlinks here.
Email marketing is a powerful tool for nurturing leads and staying connected with potential clients. Here’s how to make the most of it:
Segmentation: Divide your email list into segments based on criteria like location, property type preferences, or buying stage. Send tailored content and offers to each segment.
Drip Campaigns: Set up automated drip email campaigns to nurture leads. Send helpful information, property updates, and personalised recommendations over time.
Compelling Content: Craft engaging subject lines and content that encourages recipients to open and read your emails. Include calls to action (CTAs) that lead to your website or property listings.
Pay-Per-Click (PPC) Facebook Advertising
PPC advertising can bring quick results by putting your agency and services in front of the right people. Google is a great way to generate more leads, but I only focus on Facebook Ads. Here’s how to use it effectively:
Step 1: Set Clear Goals
Before you start creating Facebook Ads, define your lead generation goals. What specific actions do you want your target audience to take? Common lead generation goals include:
- Collecting contact information (email addresses, phone numbers).
- Getting users to sign up for a newsletter.
- Encouraging potential clients to request property information or appointments.
Step 2: Understand Your Audience
Knowing your target audience is crucial for effective lead generation. Use Facebook’s detailed targeting options to reach the right people. You can target based on demographics, location, interests, and more. For real estate, consider targeting options like:
- Location: Target specific geographic areas where you operate.
- Interests: Choose interests related to real estate, property investments, or home buying/selling.
- Demographics: Target specific age groups, income levels, and homeownership statuses.
Step 3: Create Compelling Ad Content
Your ad content should be visually appealing and persuasive. Here’s what to consider:
- Ad Creative: Use high-quality images or videos of your properties. Showcase the most attractive features.
- Ad Copy: Write compelling ad text highlighting the benefits of your services or the properties you’re promoting. Include a clear call to action (CTA) like “Learn More” or “Contact Us.”
- Ad Format: Consider using different ad formats, such as carousel ads (to display multiple property images) or lead generation ads (which include a built-in form).
Step 4: Choose the Right Ad Objective
In Facebook Ads Manager, select the appropriate ad objective for lead generation. The “Lead Generation” objective is designed to collect user information within Facebook without needing them to leave the platform.
Step 5: Design a Lead Form
Facebook provides a lead form for lead generation campaigns that users can fill out without leaving the platform. Customise your lead form by:
- Adding Questions: Ask for the necessary information, such as name, email, phone number, and any other relevant details.
- Thank You Screen: Create a compelling thank-you message that confirms the user’s submission and sets expectations for the next steps.
Step 6: Set Your Budget and Schedule
Determine your budget for the Facebook Ads campaign. You can set a daily or lifetime budget and choose to run your ads continuously or during specific times and dates. It’s essential to allocate enough budget to reach your target audience effectively.
Step 7: Define Ad Placement
Choose where your ads will appear. Facebook offers several placement options, including:
- Facebook Feeds
- Instagram Feeds
- Facebook Marketplace
- Instagram Stories
- Audience Network (external apps and websites)
Consider where your target audience is most likely to engage with your ads. For real estate, Facebook Feeds and Instagram Feeds are often effective choices.
Step 8: Set Targeting and Optimisation
Refine your targeting based on the audience insights you gathered in Step 2. You can also set optimisation preferences, such as:
- Delivery Optimisation: Choose “Lead Generation” as your desired outcome.
- Bidding Strategy: Opt for automatic bidding or set a manual bid amount.
Step 9: Launch Your Campaign
Review your campaign settings, ensure everything is in order, and click the “Publish” button to launch your Facebook Ads campaign.
Step 10: Monitor and Optimise
Once your campaign is live, monitoring its performance regularly is crucial. Facebook Ads Manager provides detailed insights into ad performance, including click-through rates (CTR), cost per lead (CPL), and more. Here’s how to optimise your lead generation campaign:
- A/B Testing: Create multiple ad variations with different ad copy, images, or targeting options to see what works best.
- Budget Adjustments: Adjust your budget based on the performance of individual ads or ad sets.
- Audience Refinement: Refine your target audience based on the data you gather. Exclude non-converting audiences or expand to similar ones.
- Ad Creative Updates: Refresh your ad creative to prevent ad fatigue and keep your campaign engaging.
Step 11: Follow Up with Leads
As leads come in, it’s essential to have a system in place for following up promptly. Send personalised messages or emails to engage with potential clients, answer their questions, and nurture them through the sales funnel.
By following these steps and continually refining your Facebook Ads lead generation strategy, you can effectively generate leads for your estate agency and grow your client base. Remember that success in lead generation often requires testing and iterating to find the most effective approach for your specific audience and market.
Putting It All Together: A Digital Marketing Plan for Estate Agents
Now that we’ve explored various digital marketing channels and their tips, let’s create a comprehensive digital marketing plan for estate agents:
Social Media Marketing
- Identify your target audience and choose the right social media platforms.
- Create high-quality visual content showcasing your expertise and talent at selling homes.
- Engage with your audience and run targeted ads to expand your reach.
- Start a blog and consistently publish informative articles.
- Incorporate video content, including property walkthroughs, market insight and community-focused content.
- Collaborate with local businesses through guest blogging.
Search Engine Optimisation (SEO)
- Perform keyword research and optimise your website for SEO.
- Establish a Google My Business profile and gather reviews.
- Build high-quality backlinks through guest posting and networking.
- Segment your email list and create personalised drip campaigns.
- Craft compelling email content and use CTAs to drive website visits.
- Monitor email performance and adjust your strategy accordingly.
Pay-Per-Click (PPC) Advertising
- Set Clear Goals
- Create Compelling Ad Content
- Design a Lead Form
Follow Up Leads!
Before you go. Get more tips for lead nurturing here.
Remember that digital marketing is an ongoing process. Regularly analyse your efforts, track key performance indicators, and adapt your strategy to changing market conditions. By implementing these digital marketing strategies, estate agents can successfully grow their businesses in today’s competitive landscape.
I hope this helps! Paul 😀