Estate Agents – Don’t Let Buyers Escape

With so much content and posts available online, it is easy for estate agents to feel they have one shot at connecting with prospective clients. Even if someone makes their way to your site or spends time on your social media page, unless you get some form of commitment there and then, you might feel you lose them.

This doesn’t have to be the case. When you consider the size of commitment a person or family makes when buying or selling property, it is likely there will be a considerable thought process. People will go away and think things over. Hopefully, they will come back of their own accord, but if they don’t, you can take steps to eventually claim their business.

At Agent Media, we are pleased to say we have helped many estate agents connect with clients, even after failing to do so on the first connection. We’ve even helped agents connect with clients after two, three, four, five or more failed connections.

You can’t let vendors or buyers escape, and there are a number of ways you can reconnect with people who have already showed an interest in what you offer.

Give people something to get their details
You are hopefully aware of the concept of lead magnets. By offering something of value to a prospective client, you’ll find they are willing to give you their contact details. A perfect example of this is offering a free property valuation in exchange for the client’s contact details, usually including an email address and/or phone number.

As a property valuation is informative, allowing people to be informed about their next move, you are showing your agency’s value and benefit to the client. By collecting their contact details, you can email or text them at a later date, further showcasing the services you offer, or the homes you have on sale.

By continually contacting your list, you keep people interested, and you develop your reputation as a trusted local agent. This might lead to the recipient eventually choosing you as their estate agent, or they could recommend you to someone else.

Either way, by offering something of value, and collecting contact details, you create a connection that ensures you can make clients out of contacts at a later date.

While offering a property valuation is a great way to get contact details, it is far from the only option. You’ll also find it is possible to offer guides that provide useful information to your client. Whether it is information on local market prices, tips to sell a home quickly, information for landlords on how to vet tenants or even how tenants can warm their rental home for less, people want guidance.

By offering useful information in exchange for contact details, you create a relationship that ensures you can connect with people again at a later date.

Pixels means you can re-target people with ads
A fantastic way to connect with people who have visited your social media page, your website or who has clicked on an ad, but did no more, is through retargeting pixels.

Installing and using these pixels seems like a daunting prospect if you have never used them before, or have even heard of them, but once you are familiar with them, they are easy to use.

At Agent Media, we are pleased to say we are highly experienced in installing these pixels for our estate agent clients. When the pixel is in place, you can run ads directed at people who have engaged with you before, but who didn’t sign up as a client or hire you.

This way, you are not reaching out to a cold client, you are connecting with a moderately hot client. This client knows you, and what you have to offer. Depending on where they engaged with you, you’ll likely have insight in what they are looking for. This information can be used to create a highly targeted ad, which enhances your chances of connecting with them.

If you are an estate agent looking to win instructions and gain new clients, you need to position yourself as the number one choice in your local area. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.

If you want to learn how you can create localised posts and ads that help you win instructions and ultimately, sell homes in a challenging time, contact us today.


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