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As the property market continues to heat up, agents have received a timely reminder of the importance of a strong marketing campaign to activate buyers for the top end of town.
In a recent episode of the Secrets of the Top 100 Agents podcast, Paul Arthur revealed how the top end of town is struggling to get stock as the number of buyers outweighs the number of sellers.
“We are kind of struggling to get stock at the present time. There are quite a number of buyers on the market. We have seen it particularly on the Gold Coast, sales have been very strong,” Mr Arthur said.
The property expert explained how creating a marketing campaign at the top end of town is significantly easier as sellers see property for what it is: a business transaction.
“Our clientele, the business professionals, their business owners, so it tends to be much more of a pragmatic conversation almost like we’re looking kind of for a business solution, rather than in a kind of pitching vendor paid advertising,” Mr Arthur said.
The property expert reminded real estate agents that the traditional print campaign still works especially for properties at a higher value.
Mr Arthur explained: “Print is still a very big part of our marketing game, especially when we are looking for buyers from the southern capitals to buy in Queensland.
“We actually use a lot of back-end data analytics still to identify and target where inquiries come in certain postcode in certain areas. And so once we have that data analytics, we then set about putting together a very detailed strategy document on how we will run that campaign across those specific areas of print, of social, digital, and then what I call network and hard work.
“So, every property that we bring to market, we take the time to really look at those four key pillars, if you like, of a campaign. And put emphasis into each of those areas. Again, looking to how we best activate buyers across those mediums.”
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