How to promote an estate agency in the age of interactive media
Text from 2018. Laws, rates and prices may have changed since then. Ask an agent
Interactive media is both the opportunity and the downfall of our times. Discussion forums, social media, the phone network: all of it means that we are in plain view. We have to adapt both our private and our professional lives, in a sense, to present-day realities. A mistake can cost us dearly. How can you effectively promote an estate agency in the age of interactive media?
Originality? Yes, but a considered one
The world of promotion has largely moved to the Internet. Estate agency websites, discussion forums, industry blogs, the company's fan page, and even those of individual estate agents… The availability of the Internet means that competition in the market is really enormous. Everyone is therefore looking for their own place, their own niche. In these efforts we must not forget the associations connected with estate agencies. For clients, they are meant to be a guarantee of effectiveness, professionalism, and practical, reliable help in achieving their goals. That is why all the content published by agencies is extremely important; visual content is particularly important in this respect, as it is received the most emotionally. Publishing inappropriate, unprofessional graphics can cost a company dearly. Let us therefore remember that standing out in this profession is a long-term process, which it is not worth jeopardising with a poorly considered, artificially original promotional strategy.
How to talk online?
Clients, competitors and people only just looking for an estate agency are free to contact us. Although many people still prefer to communicate by mobile phone, the majority choose the Internet. It does not matter whether a question, request or observation is sent to us in a private message or in a public comment; we should learn how to talk online.
Professionalism is key. A lack of competence can quickly be spotted. The linguistic correctness of published messages is also very important. Spelling and stylistic mistakes are unacceptable!
Not everyone who writes to us will be pleasant. We may encounter an irritated client, or even a vulgar comment. The golden rule is not to get worked up over such messages and not to let negative emotions get to us. Many companies (not only in the property industry) have already lost their reputation through a blatantly aggressive style of communication.
360 marketing, or everything under control
Should the promotion of an estate agency be limited to the Internet alone? We must remember that potential clients are people of various ages and lifestyles. It is worth bearing this in mind and choosing the most effective marketing communication accordingly. Many developers and agencies use so-called 360 marketing tools, which combine online life (social media, blogs, industry portals) and offline (press, TV, radio, billboards). It is important that both kinds of communication are consistent.
Storytelling, or show your commitment
And how do you talk about a property? Whether we do it through an online description or tell clients about it during a presentation, it is worth using so-called storytelling. The art of telling a good story will let you build a lasting bond with clients. Authentic, engaging descriptions and stories will make clients trust you and, most importantly, remember you! And in a world of such fierce competition, that is extremely hard to achieve!
