Ideally, an estate agent could generate all the leads and traffic they need without paying a penny. Of course, in the real world, this isn’t the case, and promotional activities and marketing are necessary, and often expensive.
There is a need for agents to find value for money in how they generate leads, but of course, value for money differs from agent to agent.
At Agent Media, we are pleased to say we have assisted many estate agents online, reaching clients and generating leads. We are social media and content specialists, and we believe a combination of paid and organic content is crucial to win leads.
Why you should consider paid content
With paid content, such as Facebook ads, there are clear and obvious benefits which make it a vital component of your marketing activities. The ability to target who sees your adverts maximises its impact, and will hopefully provide you with a tremendous return on investment.
Paid content also offers a rapid impact. We have helped agents receive clicks and phone calls within minutes of an advert going live, because you reach people instantly. If you are looking for immediate results, or you need a quick boost at certain times, paid content delivers you actionable results as and when you want.
Are there drawbacks of paid content?
As the name suggests, you pay for paid content, and it can be costly. Depending on your location and who you want to reach, you might find the cost per click is expensive.
Also, if you don’t have the correct mechanism in place to capitalise on your ads, you won’t convert the leads into clients.
It is one thing to run an ad that encourages people to phone your premises, but if you speak poorly and don’t engage these callers, they are unlikely to use your services. You can run ads that drive traffic to your site, but if your website is poor and there is nothing of interest, people will log off.
You need to have content that promotes yourself, which explains what you do and which details why you are the ideal choice over other agents in your area.
Why you should consider organic content
In an era of mistrust, many people need to be convinced before making a major commitment. Buying or selling a home is often the biggest commitment a person or family makes, so choosing the right agent is just as important.
Therefore, people want to read reviews, find out what an agent has to offer, and feel confident about choosing this agent to help them. Organic content is ideal for developing your brand, showcasing your personality and answering all the questions and fears a person might have about hiring you.
With organic content, you remove all doubt, and this will help you generate traffic and win instructions.
Are there drawbacks of organic content?
Organic content often takes a lot of time to deliver results. You cannot expect to write one blog and share a few posts on social media, and expect an avalanche of traffic. Also, if you operate in a competitive market, you’ll find it even harder to reach people with just organic content.
So, there are positive reasons to paid and organic content, but sadly, there are negative elements to both approaches. However, by combining paid and organic, you enjoy the best of both approaches while minimising the downsides of each.
By using the paid approach correctly, you can engage your intended audience quickly, driving traffic to your site. With organic content in place, you provide compelling reasons why you are the estate agent your clients should trust.
If you are an estate agent looking to win instructions and gain new clients, you will achieve success quicker by using paid and organic content. 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 posts and ads that help you win instructions and ultimately, sell homes in a challenging time, contact us today.