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Successful digital marketing requires skill, science, and some creativity. Here’s how agents can ensure they are employing marketing strategies most effectively.
Digital Marketing in Real Estate 2021: Uncovering the skill gap is a new report from ActivePipe which looks at the skills divide that separates Australia’s top agents from the rest.
It found that just 13 per cent of agents are putting together a “clear digital marketing strategy”.
But this figure rises to 40 per cent among top-performing agents.
The clear correlation between success as an agent, and their use of digital marketing, has led ActivePipe to outline seven ways agents should go about improving their capability when it comes to digital marketing.
Here are the proptech provider’s top pieces of advice:
- See the bigger picture
Digital marketing is not “one thing”, according to the report. Instead, it requires a multitude of skill sets, activities and actions to be successful.
Agents are advised not to just focus on their favourite channel.
With each channel playing its own role in an overall execution, the report urges agents to implement a vision and have some understanding how different channels come together to influence how you are perceived in the market.
- Learn from experts
It’s unrealistic to expect agents to be able to teach themselves, or learn all about digital marketing themselves.
ActivePipe argues that best practice does require bringing in experts when required.
- Create a written strategy
REB has previously highlighted how those agents with a written digital marketing strategy actually end up being more successful.
Taking the time to create an effective strategy and providing the resources needed goes a long way in achieving success with digital marketing.
According to ActivePipe, “your strategy should be backed by accountability within your team, training to make sure they have the skills and time to allow them to do the work”.
- Cement your foundations
The report said an agent’s database or CRM and the agency’s website “are two of the most important tools in your marketing arsenal”.
It urged going back to basics — and making sure both work in ways they need to.
Drive traffic towards your website where possible and collect data through your CRM.
Agents should be regularly scheduling in “housekeeping” time to keep everything working as it should.
- Content is king
Helpful information that answers questions for anyone in the property cycle will help drive traffic to your website — with the added bonus that it can be shared back on social media.
This is where a content calendar can come in — have set days where different types of content are uploaded and shared across digital channels.
- Harness data collection
From ActivePipe’s perspective, “data is the fuel that drives your marketing machine”.
“Whether it is contact details at an open house or requesting an email in return to download a market report, see data capture as a way you can start conversations through your marketing,” the report said.
But there’s one caveat: each data capture point must be providing value to the consumer.
- Keep on keeping on
The proptech provider notes marketing as never “done”.
“There’s always more to do, improvements to make, things that need to be redone, new things to try. Measure what works and expand and repeat, while pulling back on less successful elements,” it advised.
Always dedicate time back to refining and re-evaluating your strategy — and check in to ensure it’s working for you.
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