Should Estate Agents & Letting Agents Use Online And Offline Marketing Together?
Should Estate Agents & Letting Agents Use Online And Offline Marketing Together?
I wanted to share with you a really good question that I get asked a lot about offline and online marketing, estate agents and letting agents will regularly ask, “Should I use offline and online marketing separately? Or can we use them together? Is that something that you recommend?”
Now, going forward, I'd strongly recommend that you consider using both together and we've already seen some amazing results from this with agents who use both together. An example of this is where perhaps offline you're using letters or leaflet dropping, and then online, perhaps you're using methods like social media, Facebook advertising, or something similar.?
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Using them together you can see some really powerful results. The reason for this is probably because the number of touch points that we need someone to see from our brand in order to get them to use our service is increasing all the time. It used to be around 8-12 touch points before someone might consider using your brand or service or buying your product. Nowadays, they're thinking that maybe it's even 20 to 30 or even more. On top of that there was recent research on this that backs this up, they estimate we now see about 5000 adverts a day, online and offline. So the need to obviously be reminded of what we've seen is important. They also say we only loosely recall about four or five of those adverts. This further emphasises the need for so many touch points and why they are important.?
Achieving so many touchpoints can be done in a very powerful way from offline and online marketing. So for agents, some of the fantastic results I've seen is when agents are leaflet dropping and dropping personal letters to a certain road or postcodes
, but at the same time they are running a Facebook advert to that exact location as well. You can do this on Facebook, you can target right down to postcode. A lot of people actually aren't aware of that, that you can target down to postcode so that your adverts are only showing in that road or location. You can get down even further than that, that's a little bit more advanced but postcode targeting is quite simple to do but very powerful. You can run an online campaign in that same week that you're putting leaflets out in that area, and then perhaps you could put personal letters out later on to certain homes.?
Like I said, we’re seeing some amazing results from this. A lot of the time, agents are saying that people are coming back much more often.?
One of the key things here to take away as well; is to think about using very personal content. So we've spoken about a personal letter in the marketing strategy. I do believe that's really important because what we have seen is that when agents are mixing in a personal letter to that road or location alongside their online and offline efforts, that the results are a lot bette. When I talk about personal, I mean a letter that is actually pointing out key features about that property, or perhaps key features about that location, why you think that a property in that location would sell quickly etc. If the property is on the market, why do you think that you could do something different and how you can obviously point out the key benefits, again of that home or property.?
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Now the other things you can do; if you're doing Facebook advertising, is to put the agent in the video! I know we don't all like doing videos, but if you can make sure that the agent who's name is going on that letter and perhaps even on the leaflet, is also in your Facebook or online advertising, then obviously you're building that “know like and trust” a lot quicker.?
Not only that, you’ll also be positioning yourself as that authority figure of that area and positioning yourself as the person that people in that area should come to and talk to about their property.? Perhaps their homes are already on the market, they need another direction and they feel that this agent has shown enough of themselves or has shown that they know what they're talking about, the people in that area are getting familiar with them.?
That's the other keyword. That they're familiar with you because they've seen your video with the Facebook advert, they've obviously seen the letter with your name and perhaps picture on and even the leaflet which perhaps has got your information on as well. So touch points are really important.?
Another thing to consider that we are seeing working really well is online valuation tools to offline. So what I mean by that is someone will do an online valuation and then the agent will send out a letter or a postcard to that person. Don't just rely on that person coming to you just from seeing your online valuation tool and seeing more of your adverts. That does work and we do get results from that but increasing the chances of that happening is by having multiple touch points. One of them is again something coming through the door. Perhaps when they did that online valuation it was useful but they just weren't ready then a letter comes through the door, they read it, they physically have something from you. It's really powerful to take those online valuations forward.?
Think about online valuations where they haven't gone forward through the thought process. So if you're getting addresses, but they're not going through the process, write to them. Again, just confirm that you can help them, tell them that you've sold properties in that road or location before, and ask them if they would like a guide to the value of their home. You'll be surprised how many people respond to offline contact who initially started the process online.?
So a few ideas there, which I hope helps! Let me know what you're doing. I would love to know if you're using offline and online together, perhaps you're using QR codes, perhaps there's other things that you're doing, put them in the comments.?
Don't forget, if you need help with your Facebook adverts or posts, please download our Facebook ads template which will give you a number of tips and advice on what we're doing to generate and attract seller landlord leads. Link below.?
I look forward to talking to you all very soon.?
Thanks again.