It is understandable estate and letting agents are unsure of how to best react to the Coronavirus. These are unprecedented times, and it is likely buying or selling a home will be the furthest thing from many people’s minds. Agents should prepare themselves for a drop in transactions, but it is hoped this will be temporary, as opposed to permanent.
What do people want from estate and letting agents?
If people are going to spend a lot more time indoors, they are going to be online. During the week between Christmas and New Year, estate agents and property portals experienced a significant spike in website hits, and enquiries. When people are at home, they are going to be online, and a sizable proportion of people will be looking at homes and thinking about their next move.
Therefore, you need to make sure you have a social media presence and that you are offering content which connects with your audience at this time. The work you do in developing relationships, providing confidence and advising your audience is likely to pay off in the long-term, when people are ready to enter the market.
Also, don’t forget people want distractions at this time. If you can provide informative and engaging content, you increase hits, you’ll get more likes, and you will develop your reputation as a reliable and trusted agent. A lot of social media and content work is focused on the medium to long-term, and this should be at the forefront of your thoughts. Social media is great for allowing immediate connectivity, but it also ensures agents can develop relationships that pay off in weeks, months and even years to come.
Content ideas for social posts:
• Providing more details or information about your listed properties
• Offering interior design tips for properties
• Discussing your track record or experience in the local area
• Sharing property industry news and advice from experts
• Provide tips on preparing a home for sale or letting
• Provide tips on how to arrange a mortgage or buy a home
With some of these tips, it is important to realise the peculiarity of the current situation. A lot of people are going to have more free time than usual. Hopefully, people will find time to relax and unwind, but it is inevitable many people will consider their current circumstances, and look for ways to improve their life.
You should also accept that a situation like this makes many people realise life is short, and that they want to achieve more with their life.
Can you help people better their lives?
It is therefore not unreasonable to assume many people will consider making changes or improvements in their life. Some of these thoughts will relate to their home or living arrangements, and you should provide tips and guidance that allows people to use their time appropriately and effectively.
As a local property or letting market expert, people turn to you for guidance on property or letting matters. Your content should utilise your expertise and make sure people have all the information they need to make an informed decision, when the time comes for people to make decisions.
You should also try to continue as normal, as best you can
Until things change, it is vital agents try to operate as “normally” as possible. You should place hygiene as a priority, but for now, you can still promote property, and try to engage your audience in traditional ways.
Some tips to enhance the online promotion of properties at this time include:
• Make sure property listings are written to as high a standard as you can, including keywords about what the feature has to offer
• Record the property listing as an audio file and use this to soundtrack videos or use as a standalone audio file
• Rotate the images regularly to ensure you catch people’s attention
• Create video slideshows using the images you already have
• Create and share live videos of you and your team hard at work
• Provide market updates and offer information about the local area
You need to be active and engaging
It is likely agents, like their audience, will be spending more time at home or indoors for the foreseeable future. This is an ideal time to increase live or real-time engagement with people. You should create posts which ask questions or which start a conversation. By encouraging people to engage with you, you can showcase your expertise and provide people with a chance to ask any questions they may have.
These are confusing times, and everyone is looking for clarity and guidance. You should leave medical advice to the experts, but if you can provide practical advice that you are knowledgeable about, you will be recognised as a trusted and helpful source. In the long-term, this will be of benefit to your business, hopefully leading to further instructions.
If you need assistance in creating content for your website and social media platforms, we can help. At Agent Media, we are pleased to say we have assisted many estate and letting agents in connecting with their audience, and developing their brand. If you would like to learn how we can assist you, please contact us today.
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