While each new year is important, and a chance to start anew, there is something special about the year 2020. 2020 may not be the start of the new decade, that will come in 2021, but the phrase 2020 vision is sure to become an overused catchphrase in marketing circles, perhaps even before we reach the beginning of the year.
Technology is evolving rapidly, and the way estate agencies, and all business, connect with their audience is changing too. It is vital your agency stays in touch with the most relevant methods, and we have some estate agent marketing ideas for 2020.
Video content becomes increasingly important
You should be using video content on a regular basis, but from 2020, it is likely video content will be even more integral to your marketing activities. Your audience wants to see video content and as an estate agent, you know the importance of visual content.
You should use Facebook Stories as a short-form method of sharing important and exclusive content, and you should consider converting your main forms of content and communication to video forms.
As an example, as well as presenting reviews and testimonials in a written format (as SEO is still catching up with video content, you shouldn’t abandon the written word just yet), why not create video testimonials?
If your clients are willing to speak on camera to provide you with a review, do so. If they aren’t, create a kinetic or text-based video which displays their review on screen.
You can take this approach with any form of content you offer, and as video use increases, you should be in a position where you benefit from it.
Social media is still going to be a prominent feature of your marketing activities
Social media has been prominent for the past few years, and in 2020, this will still be the case. There is no denying that younger people are using networks such as Snapchat and Tik Tok, not to mention messaging platforms such as Twitch or Discord, but for now, this isn’t your audience.
Facebook, Twitter, Instagram and LinkedIn remain the most relevant social platforms for estate agents, and this will continue to be the case for the foreseeable future. YouTube is important, and for messaging platforms, some agents will find WhatsApp allows them to communicate quickly and effectively to individual clients or in a group setting.
The evolution in social networks for 2020 will focus on Stories and short-form content that disappears a limited time after it is shared. There are great social reasons why this style of content is popular, but in a business setting, Stories offer exclusivity and create deadlines and a fear of missing out.
As an estate agent, if you utilise Stories to break exclusive news or announce a property listing, you’ll create an audience who follow you with considerable interest. In the last few months of 2019, it is worthwhile becoming comfortable with the use of Facebook Stories, and sharing content in this medium.
Be more personal
With people becoming ever more wary about what is said and shared online, there is a need for estate agents to develop a sense of trust with their audience. Building relationships has always been important for all businesses, never mind estate agents, but in an era of fake news, people want to feel as though they can trust businesses, especially when it comes to the property market.
Buying or selling a house is the biggest decision a person will make, and letting property requires consideration too. If you want people to put their faith in you, you need to give them the chance to get to know you, and this means you need to show yourself as a person.
Facebook Stories are a great way to add a personal touch to your marketing. This is content created in your hand, it shows what you see, and it allows you to engage on a personal level. You’ll also find live video content is another brilliant way to be more relaxed and informal, helping people to see the person behind the professional outlook.
Be more creative
The amount of content placed in front of users, and your audience, is growing and it will continue to grow. You can’t really compete by sidestepping this race and hoping this strategy stands you apart. This approach is more likely to see you forgotten and overlooked.
Therefore, you need to be more creative, and produce content that meets the exact needs of your audience. A lot is said about the importance of focusing on niche markets, but some agents have concerns about this approach. When a market is competitive, should you limit yourself to a small number of people?
However, within your overall strategy, you can appeal to niche markets one at a time. As an example, a house you have on the market may be a compact home, ideal for a first-time buyer, a young professional or even a couple or individual looking to downsize their lifestyle.
The same property can perfectly meet the needs of all these groups, but how you approach these separate groups should be different. There is nothing wrong with creating content that targets one group one day and then the following day or week, you create content that appeals to another market.
With increased targeting capabilities of social media ads, it has never been easier to run campaigns aimed at select groups. By being more creative, and being more flexible inside your overall marketing strategy, you should reach more people effectively.
A brilliant feature of social media sites like Facebook and Twitter is that they are free to use. However, these platforms are trying to limit your organic reach. You should post regularly, because this helps develop your audience, it makes your brand prominent and if anyone stumbles across your page, they can find everything they need to know about you.
However, to reach your target audience quickly, and effectively, Facebook ads represent an affordable solution which, for now at least, offers a value for money solution. For the best results, combine Facebook ads with your best content, directing people towards content aimed at their needs and answering their problems.
2020 provides many opportunities for estate agents, and it is vital you are ready to capitalise on these opportunities. If you want to future proof your marketing activities and be ready to win instructions next year, contact Agent Media, and we’ll be happy to help.
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