Before we go any further let's fast forward 5 years and try to predict where estate agency will be. Sad to say that your average high street estate agency that has relied purely on window cards, a 'Prime Location webpage' and word of mouth may be a thing of the past, no doubt replaced by a highly profitable charity shop or such like. This isn't written to scare you BUT you do need to start understanding the knock on effects that the internet and modern consumer behaviour will have on the high street. You are not alone, pretty much every high street retailer will struggle with increasing rents coupled with the fact that bargain hunting consumers are becoming reliant on online retailers who can afford to sell with big discounts.
So where and how does new 2.0 internet technology fit in to estate agency exactly?
FACT - It's no longer viable to rely solely on a static website. Yes I know you are just marketing properties at the end of the day but where's the value in that if 10 other agencies are doing exactly the same in your high street alone. Let's not forget that the majority of prospective purchasers head straight for either Right Move or Prime Location first too. So how can you increase your presence online and start attracting more prospects?
For reasons listed below I want to concentrate solely on one particular element of new web (2.0) technology - BLOGS.
What on earth is a 'blog'?!
A blog is like an online diary, basically an easily editable (by you) website. They can be used for anything including news, reviews, products, properties etc. They are simply and easily updated by the editor who doesn't have to have any technical experience at all (dependent upon the platform it's written on). Ideally they are managed daily thereby increasing the number of keywords and pages on your site - ultimately leading to more chance of you being found through search engines.
Out of all the new web technologies blogs are clear winners for a number of reasons:
1 - Cost. They're very cheap to integrate into your website and often FREE!!!
2 - You'll become an industry expert with a loyal following. By sharing your opinions on the market and views on topics related to estate agency and property, reporting on trends and so on, you will ultimately position yourself as an expert in your local area.
3 - You'll discover new channels to market. When you start writing about your passion it's incredible just how many doors open and new angles appear out of nowhere. You quickly become a pro at spotting new and exciting opportunities.
4 - You'll save money on search engine optimization. If you use the right 'blogging' techniques you can improve your website's natural ranking on search engines. Your articles then become hugely valuable as part of your ongoing marketing campaign.
5 - Keeps you focussed on your industry and business. Researching exciting and cutting-edge stories for your blog will ensure you start speaking to all the people who matter within your industry and learn more about your market and the forces that drive it.
6 - A blog can give you the edge over the competition. Blogs are not just there to talk about market conditions and how well your agency is doing, they can be used to subtly promote properties or perhaps your attention to service and ongoing marketing incentives too. You can tell prospective vendors that you will feature their property on your blog... how many agents do you know who do that!
So what's the downside?
Well, you need to invest 'time', it's not a quick fix I'm afraid. You need to be committed and strict with your uploads if you want your blog to further your marketing efforts. They take time to grow and that's of course entirely down to you. Getting your staff to manage a specific subject on your blog is always a good idea and keeps them focussed too.
BUT before you go out and set up your new blog in anticipation of a sustainable future for your business there are a few golden rules to bear in mind that will ensure its success. Get your blogging strategy wrong from the outset and you could be wasting a lot of time and effort on your part. No fear, we're here! Call us and book your first no obligation consultancy or alternatively please feel free to email or call us with your questions or comments.
Who are we?
Property Creative is a specialist marketing agency assisting estate agents and property developers further their marketing, design and new media efforts. Made up of ex agents and professional marketers our ethos is that of differentiation for your advantage.
advice@propertycreative.com
http://www.propertycreative.com
0871 662 9840
