27 Ways To Promote Your Real Estate Agency And Stand Out From Your Competitors

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Competition is fierce for real estate agencies (and businesses generally) so the more you can do to promote yours (and stand out) the better.

Approximately 90% of people now search online, so the better your online presence, the more likely your agency will be found. If your agency is still stuck in the dark ages, or is not actively engaging, networking and building relationships online, then you are surely missing out to your competitors!


Here are 27 tips to help you with your marketing effort


1. Be Active On Social Media

Social media is a crucial part of marketing now so make sure you have accounts on all the top platforms such as Twitter, Facebook, Pinterest, Instagram, Google+ and even LinkedIn (as people are increasingly using this to research agents). Try and interact with users on these channels, for example share news about your agency, charity and other events you attend or sponsor, and of course share property listings. Many agents now share property listings on LinkedIn but there are mixed feelings about this and it annoys some LinkedIn members so use your judgement here - personally I would leave them off this channel and use this instead to make those vital business connections.


2. Bring Your Business Cards & Flyers To Life

There are loads of companies now offering video business card services (they also do brochures, flyers etc. with video embedded in to them). If you are trying to promote a high end service or selling luxury properties these could be worth investing in. The following video shows an example usage in real estate:


Or, for those of you who love the latest tech and want to wow potential clients then check out this virtual reality business card:


Here are a couple of links to providers where you can find out more:

https://www.videobrochuresaustralia.com.au/

http://www.motionbymystique.com.au/

http://oscarfalmer.com

If your budget doesn't stretch that far not to worry – QRCodes are another useful way to bring your business cards to life. You can create a QRCode for just about anything on the internet. So if you wanted to have a Youtube video play when the QRCode is scanned then you can. All that is required is the URL. One downside of this method is that the viewer needs to have a QRCode scanner on their device. QRCodes can point to other pages on your website. A good tip is to create a marketing page and call it something like Latest Offers, then all you need to do is change the content on that page to keep the link on your business card up-to-date. This is useful if you are attending an event for example: you can change the message, video etc. to suit the audience you are targeting at the event. Check out:

https://www.austechvr.com.au/augmented-reality-business-cards/


3. Bring Your Signboards To Life

Adding QRCodes to your signboards is also another good marketing tip. As well as a QRCode link to the property details page you could also add additional QRCodes with links to your latest client reviews, your profile page, a virtual tour or even your marketing video. Many property seekers often drive through their favourite locations to check out what is available. QRCodes can provide lots of information for potential buyers/renters before they have even contacted the agent - this is particularly useful if the agency is closed for the evening.


4. Use Local Images Of the Area

Most agents post images of the property and that's it, but are they missing a trick? In many ways, you're not just selling the house, you are selling the area. Showcase the area too, for example landmarks, beautiful parks, sea views etc. There are many free sites that provide images of locations you can use, or you can hire a photographer, or even take your own.


5. Create a Content Offer to Capture Leads

Consider producing an ebook like "Top 10 things homeowners should consider before buying" or "The 6 most popular features or requirements buyers request when searching for their new home with your agency." Offering free ebooks in exchange for contact details is a great way to capture leads.


6. Hire a Professional Photographer

Images are the first thing a potential buyer or renter sees so it is important to provide good quality. Hire a professional real estate photographer, or, if you have sophisticated equipment and are confident in your own ability, take them yourself. We can't emphasise enough the importance of this so if you are not skilled, hire a professional.


7. Create a Virtual Home Tour and Aerial Shots With Drones

It's a fact that people prefer visual images and video over reading loads of text. Adding a virtual tour for each property can provide client's with lots of information prior to a viewing. Sometimes pictures don't do a property justice. A video is a great way of showing internal features that would otherwise be overlooked in images or text. Videos are also extremely useful for people who don't live locally, they can help them decide whether it is worth the trip to have a physical viewing. Drones are now widely used across the real estate industry to produce aerial photography and video. They can provide stunning birds eye views of the property, land and surrounding areas. Make sure you chose a CASA licensed drone operator. Here are a couple of sites to get you started: 

https://nationaldrones.com.au/

https://www.skymonkey.com.au/

https://bendigoaerial.com.au/

The following video is an example of using a drone to create aerial views of a property:

Do you provide video tour or licenced drone services? Join Linktosale as a Marketplace Service Provider and promote your business to real estate agents and other companies. Click here to register and take advantage of our 6 month free offer.


8. Promote Local Charity Work And Sponsorship

Supporting a local charity or sponsoring local events (e.g. schools, sports teams) can be a good move. You can normally promote your agency on their t-shirts, flyers and program pamphlets. 


9. Create Marketing Videos

You can have a professional video created or even try your hand at creating your own. Short (20-50 seconds) video work best. Animated videos can help establish your brand as well as give a touch of personality. You could feature local landmarks in your video to make it even more unique and targeted. Your animated video doesn't have to be super sophisticated - just keep it simple. Client testimonial videos are quite popular. You can also create videos to tell people about your company, or a new service you offer. Below is just one example of the type of video you could produce:


10. Have A Pinterest and Instagram Presence

As mentioned earlier, social channels are very important. Pinterest boards and Instagram are excellent for providing images, video and information for a listing. You can create a Pinterest board or Instagram album for a single property that, in addition, to property photos, showcases the location/surrounding areas. Being able to 'pin' share and follow from your website or portal is also important.


11. Ensure Your Website Is Mobile-Friendly

Most people search for products and services (including property) on mobile devices (more than 90% to be precise). So it's crucial that your website is mobile friendly. If you have money to burn, then you could even invest in your own mobile app. These days though, most people visit portals before individual property websites, so investing in your own app might be a waste of money!


12. Create A Newsletter

Email is still considered one of the best strategies for building client relationships. However with GDPR being enforced in most countries (Australia soon?) it will become increasingly difficult to market in this way. Basically under the new laws, you will only be able to send emails to people who have physically opted in to receive your emails. It is no longer enough to have an 'opt out' button. For those who have actually 'opted in' then newsletters are a great way to engage with them. You can send latest listings in their area, news about home opens, local events and so on.


13. Start an Email Nurture Campaign

Nurture campaigns are like dropping crumbs that lead to a scrumptious cake, but instead of a cake, it is the client's potential dream property at the end. Give your clients a trail of high-end crumbs by tailoring your interactions with them based on previous actions they've taken. For example, if they attended a home open, send them an email detailing other nearby properties. If they attended a specific event e.g. a 'first time homebuyers' then send them your top tips for potential buyers (or similar) guide with a link to your website or downloadable ebook. Providing content that will help them on their journey is always well received.


14. List Your Agency On Every Relevant Directory And Listing Site.

Google search is changing making it increasingly difficult to be found organically. This (and other articles produced by www.moz.com)  is a must read to understand what is happening. Every website, directory or online marketplace you list on provides organic links back to your site. It is the free way to promote your business on the internet. List yourself on as many of these as possible – including the free ones. Also create a listing on Google Places and Google My Business. In addition to Linktosale here are a couple of directory sites we have found but do your own research to find the ones that best suit your business:

http://www.australiarealestatedirectory.com/

http://www.real-estate-australia.com.au

https://directory.com.au/Real-Estate/Australian-Real-Estate-Agents-all-States/


15. Consider Becoming Niche

If you've got serious competition in your area then consider making yourself stand out by becoming niche. For example, you could become the go-to real estate agent for families with kids, student lets, shared accommodation or maybe coastal properties or properties with pools. Make a name for yourself for a specific niche as this will make you memorable, especially in saturated areas.


16. Create Podcasts, Webinars and Videos

We have already touched on the different types of video you can create to engage with your audience. If video isn't your thing, then how about podcasts and/or webinars? Podcasts and Webinars are basically voice recordings. Podcasts are usually pre-recorded but Webinars may be recorded live – i.e. an interview you have with a local news/media company or something you put on yourself. These are all great ways to promote your company. For example, a topic for a video or webinar could be "How To Make My Home More Appealing To Potential Buyers". You could provide a Q&A at the end of a webinar for questions from your audience, or accept comments and questions if it is a pre-recorded video. Webinars can also be submitted as YouTube videos, or be used as the voice over for an animated video. 

There are some excellent people/sites out there that can show you how to create brilliant and useful video/audio content for your agency. For example Chris Watkins a UK property journalist who we like to watch sometimes has some brilliant tips - here is just one of them (OK they focus on lettings but you can apply what he says to sales - just be creative!) Don't forget, if you are registered member of Linktosale you can add your videos and podcasts to our extensive video and podcast library that is unique to property.


17. Create a Blog And Write Articles For Online Sites And Local Magazines

In real estate, it's important to be seen on as many levels as possible - including local. Getting yourself in local magazines or newspapers is a great way to get the word out about you and your brand. Also posting articles to online property related news sites is also good - it gets your name out there. Don't just sell - today's consumers hate this. Instead showcase your knowledge. Write about things that might interest them e.g. how property prices are on the rise in your area, or why your area is becoming more popular for business to re-locate. Add a Blog to your own website and share them across social media and other platforms that allow you to add your Blog as a feed.


18. Get Your Branding Out There

Think outside the box here. You could hand out pens, mugs, t-shirts, mouse mats etc. at supermarkets and other events. The more people you give freebies to the better known you become.


19. Partner With Other Service Providers

Developing relationships with other service providers is key for your marketing effort. In particular, partner with providers who offer complimentary services such as settlement agents, home stagers and solicitors. Tradesmen are also another good bet – they deal with property owners/renters every day. Don't be afraid to get creative with local partnerships. We recently added an article on Power Teams which shows how you can use Linktosale to build and maintain these partnerships. 


20. Use Feedback And Reviews From Clients

Feedback and reviews are crucial for building trust. Displaying feedback for your services is important for potential clients. If clients have a great experience with you, ask them for feedback. Don't use sites where the review poster is not contactable or is anonymous. People are less trusting of these nowadays. Two way feedback is also important as it isn't always the company that is at fault. Make sure you showcase your reviews on your website and social channels. 


21. Make Sure Your Website Is User And Social Media Friendly

Make it easy for users to access all information about a property on your website – make sure all your property pages have a prominent contact button or form, social media sharing buttons, great quality photos, virtual tours, and a location map. Make reference to key landmarks, schools and other features that are nearby. Also ensure your site is easy to navigate and that it includes some local-oriented keywords in your SEO to ensure that your content is found via the search engines.


22. List On All The Portals – Both Old And New

Most countries have at least two dominant portals (in AU they are Realestate and Domain, in the US it's Zillow and in the UK its Rightmove and Zoopla). Most agents list on these portals because they have the most properties and visitors. BUT, don't overlook upcoming portals as many agents are now listing on these as potential alternatives to reduce marketing spend for themselves and their clients. Newer portals offer different models, some offer more features and functionality, some are free and some charge a very low subscription fee. As more agents promote the new portals to their clients, the faster they will become viable options that will finally take away the huge costs associated with property marketing. 


23. Home Open Apps

There are lots of apps available to manage home opens. These not only save time but can cut down on the number of individual viewings agents have to provide. Linktosale provides it's own Events app which allows clients to book to attend home opens online. This is great on many levels –the agent (and home owner) can see potential attendee numbers, plus the app allows for comments, questions and so on both prior to and after the event. To find out how to use the app read this short article. The mobile app can be downloaded from the following locations:

Itunes

Playstore


24. Leave a Local Information Pack For New Property Owners

One of the things we loved when we moved into our current home was the local information package our agency left for us. 10 years on we still use it (and update it when things change). It was a brilliant idea! The package includes everything from where to eat and shop, to the local doctor, dentist and other services. This is not just useful for the new property owner, but is also another marketing opportunity for your agency. Trust me, the client will never forget you with this simple but very effective touch. You could even include free vouchers to a local restaurant or movie.


25. Keep In Touch With Past Buyers And Home Open Attendees

Stay in touch with past buyers and people who have attended your home opens – even if it is months later (the latter may still be looking for property). This is important for future business. |For example, send anniversary cards to past clients to stay fresh in their minds. When past clients have a friend/family member looking to buy or rent they will be more likely to pass on your details.


26. Create a Referral System With Past Clients

Provide incentives for past clients to refer you to future property seekers – for example free cinema tickets, a meal for two, or $50 to refer someone to you.


27. Keep An Eye On The Competition

What are other agencies doing in your area? What do their websites look like? How active are they on social media? Are they listing on sites you don't? Are they blogging or posting news and articles on theirs or other sites? Be aware of what they are doing that works then replicate their success.

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Comments 8

Guest - Abe on Monday, 05 November 2018 03:10

Thanks for this. We have been around for a while (based in Adelaide) but think we are a little stuck in the past. Have sent this to my boss in the hope he sees sense and gets what we have been going on about for the past months in terms of changing the way we do things.

Thanks for this. We have been around for a while (based in Adelaide) but think we are a little stuck in the past. Have sent this to my boss in the hope he sees sense and gets what we have been going on about for the past months in terms of changing the way we do things.
Guest - PaulaW on Monday, 05 November 2018 04:17

We do apply some of this but not all. We don't do anything with video. We service the luxury end of the market so like the concept of video cards - never heard of those before now. Think our clients would like this. Many thanks.

We do apply some of this but not all. We don't do anything with video. We service the luxury end of the market so like the concept of video cards - never heard of those before now. Think our clients would like this. Many thanks.
Guest - TomWils on Monday, 05 November 2018 07:21

I actually like the concept of property information packs as a marketing tool. Years ago a friend of mine told me they did this but the importance/power of what they were doing didn't register with me. I think it is a brilliant idea.

I actually like the concept of property information packs as a marketing tool. Years ago a friend of mine told me they did this but the importance/power of what they were doing didn't register with me. I think it is a brilliant idea.
Guest - Pete on Monday, 05 November 2018 08:22

Hi TomWils I agree we have introduced only recently and they are good. Some clients are moved by this very simple touch. We have also had a referral from one of these!!

Hi TomWils I agree we have introduced only recently and they are good. Some clients are moved by this very simple touch. We have also had a referral from one of these!!
Guest - Tom on Monday, 05 November 2018 15:57

Pete, what do you include in your packs? How much do they cost to produce?

Pete, what do you include in your packs? How much do they cost to produce?
Guest - Alison on Saturday, 10 November 2018 13:25

Tom, I had something similar done a few years back at a discounted rate - they didn't cost much and did get us a couple of new clients. We included menus for local restaurants (provided by the restaurants themselves) and other local services such as a couple of local tradesmen. We change the packs a little depending on the homeowner/family so if they are a young family we added local kids attractions, if they are a young couple we add local bars and clubs, fitness centres and things like that. Our packs have our branding on the folder and details about our agency and testimonials.

Tom, I had something similar done a few years back at a discounted rate - they didn't cost much and did get us a couple of new clients. We included menus for local restaurants (provided by the restaurants themselves) and other local services such as a couple of local tradesmen. We change the packs a little depending on the homeowner/family so if they are a young family we added local kids attractions, if they are a young couple we add local bars and clubs, fitness centres and things like that. Our packs have our branding on the folder and details about our agency and testimonials.
Guest - Emms on Saturday, 01 December 2018 18:23

Thats a good idea!

Thats a good idea!
Guest - just visiting on Wednesday, 05 December 2018 01:21

WOW those virtual business cards are so cool! Do you guys know if we can get them in the UK or are they just Australian?

WOW those virtual business cards are so cool! Do you guys know if we can get them in the UK or are they just Australian?
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