10 top tips to get ahead of your competitors whilst on lockdown
This is a difficult time, and it is easy to see why some estate agents are wary about promoting too heavily or being overly aggressive in their marketing activities. There is uncertainty, which is always bad for the housing market, but movement limitations and financial concerns mean many people aren’t contemplating moving house any time soon.
However, many people are. Also, with the lockdown, a lot of people have more free time than they normally do. Even people who cannot move home right now will review their options and plan for a house move in the future.
These people are looking for guidance, information and support. They want to find agents who understand what is going on, and who are offering guidance and advice. If you’re an estate agent who isn’t active during the lockdown, you run the risk of losing out in the future.
As is usually the case in the housing market, agents are competing against your peers and rivals. If you aren’t active, but your rivals are, you increase the likelihood of falling behind in the local area. Agents who are active and supportive now are the agents who will win most instructions when the market moves forward.
You cannot afford to be in sleep mode during the lockdown. At Agent Media, we are pleased to say we are helping many agents engage and support their audience, and we can help. Here are our ten top tips to get ahead of your competitors.
Update your website to include a pop-up advert offering virtual viewings and valuations
It is important people instantly see that you are open for business during these challenging times. By acknowledging the current situation and stating services you can provide right now, you make it clear you are operating as “normally” as possible.
For anyone looking to move now or soon, the immediacy of this content will send a positive signal about your ability to help.
Provide information on why this is a good time to move, or at least plan a move
It is natural for people to be uncertain or to have doubts as to whether they should move now or soon. As an informed agent, you have a role to play in advising people as to what is best for them. While you shouldn’t say it is in the interest of everyone to move, as it isn’t, highlight reasons and opportunities that will make moving soon the right option for many people.
By addressing concerns and providing solutions, you position yourself as a trustworthy and reliable agent, and people will choose or recommend you when the market moves forward.
Offer a step by step guide on how to sell/let/buy/rent
Clarity is crucial right now, and there is a lot to be said for walking people through processes from start to end. Even experienced buyers, vendors, landlords or tenants are in unchartered territory right now, and need help.
Break down the processes involved with moving right now, and you’ll provide people with the confidence to move.
Offer actionable advice on how to move home now
Following on from the previous step, creating an action plan to help people understand how to move in these times is important, but a good agent will go further. Provide links to invaluable services, offer guidance on how people can speak with experts and professionals, and get involved.
Alongside your step to step guide, show how you can involve yourself in the process and make the moving process easier.
Interview or review local businesses
If you are a local agent, you need to position yourself as a local business who cares about the community. Virtually all businesses are struggling right now, but as a prominent company in your area, you have a platform that can assist others.
Promote local firms who are still operating and shine a light on what they do. Offer reviews of their services or create interviews that help your audience get to know these firms. This provides a useful service to your audience, but it is also likely to be reciprocated by the company you speak to or refer.
This will hopefully lead to increased awareness of what you do, and that you are still open for business.
Set up a customised audience on Facebook and set up Facebook Pixels
If you are aware of technical features that help you achieve more on Facebook, now is the ideal time to set these up for your business. If you aren’t aware of some of the ways you can glean more information from your audience on Facebook, now is the perfect time to do so.
There are many guides on offer, helping you to set up a customised audience on Facebook or set up Facebook pixels. These steps will help you reach your audience in a more targeted and effective manner.
If you need any help or guidance on this matter, contact Agent Media, and we will be more than happy to assist you.
Upload all your email contacts to Facebook
While email lists are important, and you should send out regular email newsletters, you can also reach this audience on social media. Upload your email contacts to Facebook, and see if you can increase your followers.
The main reason to do this is because people are more likely to share content from Facebook. Therefore, if you increase the number of interested followers you have on the platform, and deliver great content, you should reach more of your audience.
Engage your audience with live Facebook and Zoom videos
Live video content is the in-thing at the moment. With many people working remotely, there is a growing level of competence and confidence in live video technology. It is a convenient way to share information, and there is an opportunity for two-way engagement.
Also, Facebook’s algorithms are focused on live streaming content right now. By going live and answering questions or providing information, you will be seen by more of your audience. Also, if you answer questions raised by your audience, you will enhance your reputation as a knowledgeable and reliable agent.
Create Facebook adverts relevant to the current times
With Facebook user numbers, and screen time, higher than normal, there is an opportunity to reach more people. You should create Facebook adverts based on the current situation, detailing you are active and in a position to assist your audience.
If you have already created a custom audience or you are targeting your area, you can reach the people who are most likely to need your services. This helps you enjoy a greater return on your time and money.
Leaflet drop in your local area
With a greater number of people at home right now, you have a captive audience. Organising a leaflet drop informing people that you are available is reaching people quickly and effectively.
You need to be active right now, and you need to ensure you provide your audience with support, guidance and actionable information. If you follow these steps, you will present yourself as a trusted source in the local housing market, and as the agent people should call on.
I bet most of your competitors have stopped all marketing, now is the time to increase yours!
If you need guidance in creating content or developing your social reach, contact Agent Media today, and we will be more than happy to assist you.
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