Five criteria for selecting a property marketing agency for estate agents.

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The days of simply having a storefront to attract vendors and get their orders are long gone. Homeowners, like the rest of the population, are increasingly comfortable using digital technologies and are increasingly likely to trust the information they find online rather than what they see in person.

According to surveys, a whopping 86% of people who are looking for a local business turn to Google first. Most customers check Google and an estate agent's website, listings, and social media before picking up the phone to make an appointment.

To be successful in the property industry today, you need a strong web presence.

To be honest, though, most agents just don't have the marketing nous to do that out. That makes perfect sense. Property agents have enough on their plates without having to become experts in digital marketing.

A property marketing agency is defined as follows.

A property marketing agency is a one-stop shop for all things advertising, assisting clients in the property industry with everything from search engine optimization to social media. However, there are times when it's best to use a firm that focuses solely on one or two things. Thus, the things to keep an eye out for in this blog are relevant in either case.

Whatever service you're offering, a property marketing agency's top priority is to figure out where your ideal consumer spends time online so they can promote your business to them there.

If you're an estate agent, you could benefit from working with a marketing firm that specialises in increasing online exposure for businesses like yours using techniques like search engine optimization, link building, and social media and email marketing.

A property marketing agency may be useful to property agents in the following ways:

  • Visual Materials, Including photos and movies
  • The property listings on your website
  • All credit to you for the web layout
  • SEO
  • Advertisements on social media platforms

Before approaching an agency, try traditional forms of marketing. If you've determined that working with an agency is the way to go instead of employing in-house (a common strategy for property agents and other small enterprises), then you need to establish two things before approaching an agency about marketing solutions:

  • How do we know who to go after?
  • In what ways might we do better?

You can get more out of your first interactions with an agency if you have a firm grasp on the answers to these questions. Great marketing results are considerably more difficult to obtain without a clear target audience and clear goals.

In cases like these, narrowing your attention can help. Having a large number of Instagram followers might not be a top priority right now, but working with an agency to get to the top of Google's search results pages might be.

Similarly, if you're losing clients to rivals due to subpar property photos, you may want to concentrate on improving that area.

In any case, knowing what you want out of this relationship from the get-go can help you determine which agency is the best fit for you.

Five Specifics to Keep in Mind

Once you know what you want out of a marketing campaign for your home, there are five things you need from the companies you contact:

  1. 1. What guarantee do they offer?
  2. 2. Exactly how do they manage their own company?
  3. 3. Which key performance indicators do they use?
  4. 4. What is their proven record?
  5. 5. How effective Is their interaction?

1. What Guarantee Do They Offer?

What outcomes have they guaranteed once they have learned who and what you wish to target?

Here is where you can be tempted to hear a promise of a million new leads from an agency, but tread carefully. It's important to be wary of marketing firms that make such bold claims about the benefits you might expect.

Bottom of the Funnel outcomes include leads, sales, and paying customers. The result is them. Agency promises of massive gains made right out of the gate are usually baseless because they are made without sufficient knowledge of your business's close rates, conversion rates, etc.

If you're looking to boost your traffic, views, etc., at the outset, it may be best to work with a company that gets this and tailors its efforts accordingly.

2. What is their method for managing their own company?

You probably don't have the same ideal client as the agency you'll be working with, so this isn't definite evidence, but it could be encouraging.

Check out their site if you're thinking about a redesign for inspiration. Where can you find inspiration for your own graphic content improvements?

Even though your companies are different, it is still wise to do some research on the internal operations of any prospective advertising firm.

3. What Key Performance Indicators Do They Use?

Key performance indicators are known as KPIs. In essence, this is the time to inquire about the agency's performance metrics.

The trap here is vanity metrics.

Vanity metrics are numbers that sound great in theory but don't truly benefit your business. Social media "likes" are an example of a vanity statistic. It's aesthetically pleasing but doesn't generate actionable insights for your business or marketing strategy.

You need a company to discuss relevant KPIs like these with you:

  • Search engine optimization (SEO)-based website traffic.
  • Better visual material may lead to more clicks.
  • How Successful Have They Been Before?

4. What is their track record like?

You should look for agencies that have been recommended to you or have had many positive ratings, just as suppliers are more likely to provide you advice if they have done it themselves.

Look into their ratings on unbiased review sites like Google and TrustPilot, and inquire about case studies and the outcomes they've accomplished for previous customers. In some cases, it could be beneficial to contact former customers in order to obtain honest evaluations. well do they talk to one another?

You'll be relying on this firm for marketing assistance, so it's important that you get along well with them. You must have faith in their capacity for timely and precise communication.

Be aware of organizations who are sluggish to react or use industry jargon when communicating with you. The people or group you're working with should be kind and easy to talk to.

How about the cost, though? You may have noticed that we didn't include cost as a potential red flag. Property marketing is one of those things where you really get what you pay for. There is probably a rationale to someone's extreme thriftiness. If you want good outcomes, you shouldn't prioritize cost.