Categories
Lead Funnels

How to attract more estate agency leads using a local property news blog

When it comes to attracting the interest of cold leads in estate agency it can be hard. A large number of people online are becoming conditioned to ignore traditional advertising messages. To combat this one of the best things you can do to improve your estate agencies online engagement is to invest in forms of inbound marketing, where leads come to you because your website and brand talk about things that matter to them.

The local property market blog aims to give your audience useful relevant content which they can read to learn about your town and how property matters are changing. Over time as you build this audience you will become increasingly familiar with them as local experts.

In this help series, we will refer to marketing funnels as the main way to drive engagement. If you are unfamiliar with funnels read our article lead funnels for estate agency marketing.

The Basic Funnel Stages

The funnel starts by promoting your articles on social media, your website and other marketing. Once you have captured the attention it uses Facebook remarketing to target directly those people who enjoyed reading your articles.

From there the aim is to get them to sign up for your newsletter so they can receive your latest articles for free without you paying expensive advertising fees. Long term the aim is to continue to demonstrate that your estate agency is filled with local experts and guide them to use your services when they come to sell or rent their property.

The Funnel
Local Property Market Blog Funnel

The main stages explained

1. Create interesting articles about the local property market.

Today we are constantly advertised to and conditioned to ignore adverts. With a cold audience, the aim is to simply get them to read and enjoy your content and become aware of your brand. For estate agents, local property related articles are a good way of engaging with this audience. Try to write at least 1 article a month and then build up from there once you start to see results.

Tip: Craft articles that your audience would find informative and interesting when thinking about property in your local area. It’s not about selling them something it is about giving away valuable insights. Use local property market data and other local stories of interest to engage with a broad audience. Show you are the local property experts.

2. Create a Facebook sponsored ad for your blog posts.

Having a great blog alone is unlikely to generate huge amounts of traffic. That’s why you will need to promote your blog articles on social media and on website banners. Creating a sponsored ad allows you to target new potential clients who are unfamiliar with your brand.

Tip: Ensure you have an interesting image in the post. Experiment and learn what works. You can also promote it on your website and on other social media channels for free.

3. On your blog ensure you have multiple ways for people to sign up to join your newsletter.

Once you have caught their interest you need a way to keep in touch. This is where adding banners and ads to sign up for your newsletter can help you capture their email address.

4. Create a Facebook audience to retarget those who view your blog but don’t sign up.

If someone showed interest in your blog then they are closer to converting than someone who did not. By targeting this group with another article or a newsletter signup you can keep them engaged.

5. Create a dedicated blog sign-up page giving info on the news and local info they will receive.

We all are sceptical when it comes to giving away our email address. To increase conversions, create a dedicated landing page which is clear and simply describes what they will get (and not get) if they sign up for your newsletter.

Tip: GDPR is coming. Make sure you get them to acknowledge your terms and record their consent correctly.

6. Create a Facebook audience to retarget those who view your sign-up page but don’t sign up.

Again, a high percentage of people who view your sign-up page will leave. You can create a Facebook ad to target this group and convince them it is worthwhile.

7. Ensure everyone who signs up is added to your newsletter mailing list and tagged accordingly.

Ideally, automatically have their details recorded in your estate agency email software. Properly record who signed up, from what source and capturing their consent for GDPR purposes. This will allow you to properly manage this list into the future.

8. Cross promote your other content in your newsletters

If you are sending them content they agreed to receive in your newsletter then you will keep your clients happy. You can now start adding additional banners and links at the end of your emails to cross-promote your other marketing and services to them, for example, instant valuations and eBooks.

Tip: Always make this a secondary priority otherwise you will cause them to unsubscribe

Conclusion

The local property news blog funnel takes more effort than other funnels. However, we hope you can see that there are many benefits that will help you stand out.

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Categories
Lead Funnels

How to implement an instant online valuation funnel using Facebook and email marketing

When it comes to boosting your estate agency instant valuation leads it is hard to look past Facebook as a major marketing channel. In this article, we show you how to implement an instant online valuation funnel with Facebook and email marketing, and how to use it capture more valuation leads for your estate agency.

In this help series, we will refer to marketing funnels as the main way to drive engagement. If you are unfamiliar with funnels read our article lead funnels for estate agency marketing.

Not sure if using Facebook and instant valuations is for you? Check out our article How to generate more valuation leads using Facebook, instant online valuation tools and email marketing to learn more.

Overview

This funnel aims to attract new leads who may not be familiar with your brand and get them to engage. Once you have captured their interest the funnel uses a combination of re-marketing ads and a dedicated landing page to increase conversion rates.

After the lead signs up the funnel uses an email nurture series to continue to deliver valuable content to the lead, with the aim of putting your brand in the first place when they come to decide which agent to ask out for a valuation.

The Funnel
Facebook Instant Valuation Funnel

The main stages explained

1. Create a Facebook sponsored ad for your instant valuation tool. 

Your valuation tool alone probably won’t generate enough leads to grow your estate agency. In order to capture a wider audience, you need to promote it on your social media accounts to increase awareness and engagement. Start by creating a paid ad in your Facebook account that is aimed at sending people to your instant valuation tool to help you capture more leads.

Tip: Try to keep the ad simple and to the point. Ideally, add a local element to it, for example, the image. Experiment with multiple ads and audiences until you find what works best. You can also promote it on your website and on other social media channels for free.

2. Create a dedicated landing page for your valuation tool. 

Your instant valuation tool may already do this step for you. You need a dedicated landing page for them to get their instant valuation.

Tip: By having a dedicated page, you can increase the chance of conversion over using a busy page with many options. Study’s have shown people’s attention is typically seconds before they bounce back to Facebook.

3. Create a Facebook audience to retarget those who view your landing page but don’t convert

Not everyone who visits your landing page will convert. This is why you need a way to target these people directly. Using Facebook audiences allows us to target those people who visited pages on our site but did not convert.

Tip: With this specific group, you can use a more personal and relevant follow-up ad. This will require you to install your Facebook pixel on your website or instant valuation page. Speak to us if you need help.

4. Create a Facebook audience for those who convert

The aim of the next stage is securing a proper face to face valuation. We want to target those people who actually requested an instant valuation. You will need to create a specific advert tailored to this group.

Tip: Again, you can do this by either using the Facebook pixel or by uploading an email list. Create a custom audience for those people who received an instant valuation but have not yet converted.

5. Create an email nurture sequence and deliver a series of emails to keep them engaged and continue to demonstrate your value

Most people probably won’t go beyond requesting an instant valuation from you at this stage. That is why you need a way of keeping them engaged over time. Using an email sequence of helpful tips or relevant local market news you can keep them engaged and demonstrate further value and expertise. Explore our email marketing software for estate agents for a simple way to nuture your online valuation leads.

Tip: GDPR is coming. To make sure you remain compliant you will need to make it clear this is what will happen and be able to prove they agreed to it. To increase those who consent you will need to provide a compelling reason for them to give you permission.

6. Add promotional banners and other references to your email templates to direct them to your valuation booking page

Whilst the aim of your follow up emails should be to continue to provide value to them there is no harm adding your own banners and self-promotion as well to direct them to your valuation page and other services.

Tip: Try to think of the 80/20 rule as a minimum. So 80% of the content should be helpful and relevant. Leaving you the last 20% for a banner or Call To Action.

7. Remove any conversions from your Facebook audiences

To save money and avoid annoying your existing clients remember to remove any converted clients from each audience.

Conclusion

You should now be ready to start creating your own Facebook instant valuation funnel. Contact us today to receive more helpful tips and guidance on this and our other estate agency marketing funnels.

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Categories
Lead Funnels

What are lead funnels for estate agency marketing?

Lead funnels are a great way to help improve your estate agency marketing success. Lead funnels give you a simple way to understand the journey new clients take when getting to know your brand. By implementing lead funnels in your estate agency marketing you can drive new business all the way from awareness to advocacy.

We have put together a brief introduction to lead funnels below to help you understand the lead funnel concept, along with 4 blueprints for you to learn and consider implementing. Our aim is simple. To help you learn and implement marketing that really works!

To understand the funnel you must learn about the 4 main stages clients go through. Potential clients typically start off knowing very little about your estate agency, through their journey, they learn about you, hopefully moving to a lead and eventually a client.

If you do a really good job they may recommend your service to their friends and use your service again in the future. This is the main aim of your estate agency marketing, to get them to love your brand and move them through each stage.

We use the term funnel to describe them because typically you have more people at the top and the aim is to send them down to the next stage.

Estate agents have always used funnels to nurture valuation leads. However, leading estate agents are using funnels across their organisation to improve their digital marketing success and beat the competition.

The Main Funnel Stages

If you are unfamiliar with digital marketing funnels the diagram below shows the four basic stages:

Estate Agency Funnel Marketing Stages

Your Audience Stages

The four stages above show us your objectives. However, a better technique is to think about the people in each stage and your relationship with them. The funnel is the same, but in this case, the aim is to build your relationship with them to move them through each stage:

Estate Agency Funnel Audience Stages

As you probably know from your estate agency background leads rarely go on a linear journey, and each takes their own amount of time to move through each stage.

Our job in marketing is to try to guide them through the various stages using a combination of touch points as quickly as possible. These touch points can be both online and offline.

Your Lead funnels can change over time as you learn what works. We encourage you to start small and then experiment with new approaches as you become better at it.

Don’t let fear stop you from trying. Set a budget and measure results and you will be fine.

Below are the 4 stages in more detail

Stage 1: Strangers

We typically all start off as strangers. With strangers, it is all about providing interesting things of value. No one likes to meet someone who just talks about themselves all the time.

With strangers, the aim is simply to get them to enjoy reading your content and become aware of you.

Stage 2: Acquaintances

Now they are aware of you they can be considered acquaintances. The trouble is at this stage you are unlikely to know who they are so cannot have a conversation. After all, that’s what we want right?

With this group, the aim is to provide a reason to exchange their personal details for something of value. That might be an E-book on selling tips, to join a local market newsletter or get an instant valuation for example.

Stage 3: Friends

With friends, they now know who you are and you have some way of identifying them. They have hopefully enjoyed reading your content and recognise your expertise in selling and renting property.

With this group, it is about conversion. Hopefully, they have built up knowledge of you and your brand so you can be more direct about your approach.

If they don’t convert then you can always consider sending them back to stage 1 or 2 and demonstrate more value until they are ready to take action. In property, this could be months of course.

Stage 4: Family

It is well-known that estate agency is a referral based business. Often the most overlooked funnel stage is family. Your family is people who are actively engaged with your estate agency. Usually vendors and landlords but it helps to consider buyers and tenants as well.

With this group, your aim should be to delight them with a great customer experience. Examples include sending helpful tips and personal guides, frequently communicating and offering a personal service to name but a few.

This group can be used to generate online reviews, testimonials and referrals to their friends and family. It is odd when they provide so much value why most estate agents are so focused on stages 1 and 2.

Hopefully, by now you are excited about the potential of your estate agent digital marketing funnels. To learn more, check out our resources below:

Our Promise To You

Our aim is to give you some simple templates to learn from, along with software support and advice on implementing them in your business. We can also provide you with an email marketing platform which helps you automate many of the stages required for success.

Check out the funnel blueprints we have created to help you get started:

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Categories
Email Marketing

5 Helpful Emails Every Estate Agent Should Send

We have put together a list of the top 5 helpful emails every estate agent should be sending to their clients.

Why send email marketing?

When you think of email marketing you often think of spam. You think of those sales emails that try to sell you promotional offers that you simply delete or ignore. You think of your inbox filling up with hundreds of emails of no interest to you.

However, you may be surprised to hear that as an estate agent using email marketing this is not always the case. As estate agents, you are in a unique position thanks to moving home being so important to your clients.

As a result, you can expect a much higher rate of engagement if you send high-value emails.

 

Following Best Practice

A new trend is emerging in email marketing called personalised email marketing automation. And whilst it sounds boring it is making a real difference to companies that use it properly.

The key to success is both what you send and also how you do it. Sending helpful content that is personal to each individual should be your ultimate goal.

Timing is also very important. Imagine if you send selling tips after the sale has fallen through. Or an email about your great service after they have complained about not knowing what is going on you with their property.

Poor timing can mean you will have both missed your opportunity to wow your clients and to have made a real difference to the process.

 

The 5 emails every estate agent should send

Below are our top 5 emails we think every estate agent should be sending to their estate agency clients:

1. Pre-market appraisal email

This email should set the tone for the appointment. It should help them learn about both the process and also you. It is your chance to put your agency in the first place before you meet.

Content should include some of the following ideas:

  • Personalised text about looking forward to seeing them
  • What to expect from the appointment,
  • Some tips or things to consider either of the valuation or choosing between agents
  • Any relevant local market knowledge to set you apart from the competition.
  • You can also introduce your company and how it helps vendors like them. Consider adding examples of social proof such as testimonials or links to online review sites.

 

Try to keep the sections in the email clear and link off to additional content on your website. You may want to experiment with different layouts to see which is most successful. Also, experiment with video and images.

 

2. Thank you for instructing us. Here is our guide to what happens next.

The purpose of this email is to set expectations and help them understand what you will be doing next. Help them understand what you will be doing and how they need to play their part. Other ideas include sending a step by step guide to the selling process. Try not to set false expectations or use too much industry-specific jargon. Again, if you can personalise the message even better.

 

Bonus email: Preparing your property in the best light

Send a small teaser email to help them understand how preparing their property for sale can have a big impact on the value achieved. This could be a brief email with a link to a detailed article or video on your website. Examples include how photos can impact click-through rates on Rightmove or how small jobs can make a real difference to getting what they want, a good price for their property.

 

Need Help?

 

3. The email that shows you actually are listening to them

Send 1 unique email for their situation with either a link to further help or a referral to a trusted local supplier. The idea is to ensure your staff have listened and you are able to demonstrate that by adding value that is unique to them.

It could be they are downsizing, it could be they need to get something fixed or improved before listing. Whatever it is, send one email which shows you have listened and that genuinely helps them with their situation.

 

4. How are we doing?

The number of times I have heard complaints from friends and family about they couldn’t get the photos right, or they took longer than I expected. Or they are not keeping me updated. Communication is vital to your estate agencies long-term success.

Send them a how are we doing email shortly after the property has gone live, while the relationship is still strong. Try to find out if there is anything that could have been better or they are not happy about. Ideally, make it feel personal and genuine. Feedback is a key part of improving your service long term.

 

5. The sale next steps email

You know that the sale is often a complex and difficult time for both you and them. It is also a time of excitement and high expectations. However, the majority of buyers and sellers are inexperienced when it comes to sales. And even the experienced may have different ideas about the process.

Explain the process and what happens next. Consider different ways of delivering this content. Perhaps a combination of video, email, eBook or short well-timed tips. Key things to cover include what they need to do and the importance of timing. What are the key stages and what do they mean.

What are your roles, their solicitor’s roles and importantly their roles in a successful sale? And if there is a chain throw in a follow up small email dealing with a chain, what to expect.

Conclusion

The key in all of these emails is to set the tone clearly around helping and educating. Be clear, be concise and always put yourself in their shoes when writing content. We think email should encourage your clients to talk to you and compliment your service not replace it. For further help with email marketing explore our email marketing software for estate agents.

And our final tip: make sure you measure the results so that you can improve over time.

So, what’s stopping you? Get out there and start writing some great helpful emails today.

We know at first it seems like a real effort. Start small and you can build up from there. If you have any questions or need help with automating your email marketing then please get in touch.

We would love to hear if you have any comments or alternative suggestions for the estate agent community. Please post them below.