PROMOTIONAL IDEAS - Property Academy...PROMOTIONAL IDEAS. 2 WHAT IS THE BEST ESTATE AGENT GUIDE? The Best Estate Agent Guide is a website that lists the top 20% of estate and letting

PROMOTIONAL IDEAS

2

WHAT IS THE BEST ESTATE AGENT GUIDE?

The Best Estate Agent Guide is a website that lists the top 20% of estate and letting agent branches in the country.

Launched on 25th September, 2017, It was compiled following the most

comprehensive assessment of its type ever undertaken of the property

industry.

The assessment was undertaken by the Property Academy,

supported by the UK’s leading property portal Rightmove.

It is based on the performance data of over 25,000 estate agency

branches over a 12-month period, including analysis of:

• 1 million properties listed on Rightmove at any point in time

• 3 billion property views

• 50 million leads

• 3 million transactions

• 30,000 mystery shops

Performance scores were compiled over three key areas:

1. Marketing and lead generation

2. Results (e.g. was the property sold or let?)

3. Customer experience The guide is designed to make it easier for vendors and landlords to choose an estate or letting agent by

assessing 25,000 branches and identifying the top 20%.

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WHAT DO THE RATINGS MEAN?

Licensed branches are permitted to display the distinctive Best Estate Agent Guide mark to promote their rating.

ExceptionalIn the top 5% of estate agency branches in the country – the

highest performing agents with truly exceptional customer

service and performance scores.

ExcellentIn the top 10% of estate agency branches in the country –

demonstrate excellent performance and customer service levels.

Highly RatedIn the top 20% of estate agency branches in the country –

demonstrate commendable performance delivery and client

satisfaction.

The Best Estate Agent Guide ratings help consumers when choosing which agent to instruct.

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HOW ARE WE PROMOTING THE BEST ESTATE AGENT GUIDE?

The best place to advertise is where your customers hang out immediately before they need you – and in our industry, that place is Rightmove.co.uk

The Best Estate Agent Guide is being promoted on local home

pages and search result pages across all UK locations in both

the sales and lettings channels.

It delivered 7,012,712* impressions on the local home pages over

the first 7 weeks – that’s over 7 million opportunities for home

movers and landlords to see the brand and become aware of the

Best Estate Agent Guide.

*Source: Rightmove Stats 25th September to 22nd November

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HOW CAN YOU PROMOTE YOUR SUCCESS IN THE BEST ESTATE AGENT GUIDE?

A campaign needs an idea!

Being rated in the Best Estate Agent Guide is a very powerful

message – it is simple, clear and provides a compelling reason

for consumers to get in touch with you.

Continuity of brand and message is essential for success,

because it helps to reinforce your image. The more often

customers see the same message or image, the more likely they

are to retain it.

This guide is designed to provide you with inspiration as to how to use the official logos that you will receive as a licensed member of the Best Estate Agent Guide.

AGENCY WEBSITE

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YOUR GUIDE TO THE BEAG LOGO

HOME PAGE

Make a bold statement on your home page.

Take a leaf out of Elvet Estates book and

include your winner’s marks on your

website home page for maximum impact.

• Informs site visitors that you’re a

leading agent

• Provides an immediate point of

differentiation

• Links to more information

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LANDING PAGE

Create a dedicated landing page.

Chilterns of Norfolk are leading the way

with a dedicated landing page on their

website, creating more space to tell the

story of their success.

• Provides in-depth benefits

• Relevant message to help convert

traffic from BEAG website

• SEO benefit of relevant content from

in-bound link from BEAG website

Tip: Why not embed your branded video in to the landing page – it’s included in your winner’s toolkit.

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CONTACT US & BRANCH PAGE

Create individual pages for each of your branches and be sure to include your winner’s marks.

Follow Thomas Morris’s example and

position the winner’s marks on each of

the individual branch contacts pages,

providing extra reassurance at the point

consumers get in touch.

• Reassures those looking to get in touch

• Specific message for each branch

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NEWS PAGE & BLOG POST

Kick off your campaign by creating a news page and/or blog post.

Similar to the dedicated landing page, but

designed to create immediate impact.

• Informs and engages

• Creates interest

• Links to listing in the Best Estate

Agent Guide

Tip: Illustrate your story with a photograph of the winning team together with their official Best Estate Agent Guide certificate.

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RECRUITMENT PAGE

Make sure that you include a reference to the Best Estate Agent Guide on your careers pages to demonstrate that you have award winning systems and processes and provide the best training.

• Helps attract the best talent

• Demonstrates pride in existing staff

• Helps retain the best team

EMAIL

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EMAIL SIGNATURES

Promote your accolade with every email that you send with a professionally designed email signature.

• Reflects campaign banners

in other media

• Links to a dedicated page on

your website

• Opens opportunities for

branch-specific messages

NEW EMAIL

To: Jane Allen

Subject: RE: Meeting

Hi Jane,

Thanks for taking the time to meet with me to discuss your property quote. If you have any further

questions, please feel free to get in touch.

All the best,

Tip: Design templates and discounted email footer creation available on the BEAG Toolkit

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YOUR GUIDE TO THE BEAG LOGO NEW EMAIL

To: Contacts

Subject: Hamilton & Dobb Newsletter

Hamilton & Dobb win 2 awards in the Best Estate Agency Guide 2018

Read more

Exciting News for Home Sellers in Leatherhead

Exciting news for Hamilton & Dobb

Hamilton & Dobb have been rated excellent in the Best Estate Agent Guide

Read more

EMAIL NEWSLETTERS

A really useful way of staying in touch with past clients and generating referrals and loyalty.

The story of the Best Estate Agent Guide

provides useful content for your regular

newsletters.

• Informs and engages

• Can be forwarded to friends and family

• Links to listing in the Best Estate

Agent Guide

PROPERTY PORTALS

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MICROSITES

The Agent Microsite is a highly visual way to promote your brand, services and expertise to the single biggest home-moving audience in the UK on Rightmove.

• Dedicated page on Rightmove,

featuring unique benefits

• Banners and MPU on every property

details page

Tip: Free design update is available for licensed agents*

*For agents who already invest in agent micrositeProperty Particulars

Microsite

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LOCAL & MOBILE HOME PAGE

Barton Fleming in Bicester are making the most of Local Home Page banners on Rightmove to promote their success. These eye-catching, targeted adverts appear in search areas chosen by you and are the largest advertising space on Rightmove!

• Appears early in search

• Influences active buyers

• Mobile and desktop

Tip: Free design update is available for licensed agents*

*For agents who already invest in agent microsite

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FEATURED AGENT

An eye-catching banner that links directly to your own website.

Reinforce presence in areas where you

are strong or increase brand awareness in

areas you are targeting for growth.

• Reinforces presence in your patch

• Increases awareness in target areas

• Links directly to your own website

Tip: Holroyd Homes provides a great example of how to market the Best Estate Agent Guide status on Rightmove

SOCIAL MEDIA

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TWITTER

Customise your profile on twitter and engage your followers.

Simple options that are free of charge

include updating your header photo

and tweeting about your success.

• Targets your existing followers

• Creates some ‘social buzz’

• Amplifies word of mouth

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FACEBOOK POST

Share the news with your friends on facebook.

Create a facebook post to share your

success and target local home-moving

audiences with a simple and low cost

campaign to boost your reach.

• Stimulates likes and comments

• Creates some ‘social buzz’

• Amplifies word of mouth

WINDOW DISPLAYS

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WINDOW DISPLAYS

76% of vendors visit their estate agent’s office - 25% before choosing which agent to use*

Get the most from your high street

presence and make sure you’re promoting

your rating in the Best Estate Agent

Guide. Some ideas include window cards,

transparencies, posters and window

banners.

• Makes the most of your high

street presence

• Differentiates you from other agents

• Visual reminder at your physical

location

Source: Property Academy, Home Moving Trends 2017

Tip: Window banner and window card artwork is included in the BEAG Toolkit and is available to order via Ravensworth

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INTERNAL DISPLAYS

Branding opportunities in your physical office environment.

Ideas for use of the Best Estate Agent

Guide winner’s mark(s) within your branch

include framing and displaying the official

winner’s certificate on your wall, pop-

up banners, pens, mugs and desktop

calendars.

• Reinforces messages in window

(and other media)

• Creates visual impact and

conversation piece

• Tactile branding opportunities

Tip: Official winner’s certificate is available to download from the winner’s toolkit with an option to purchase gold foil printed version via Ravensworth

STATIONERY

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LETTERHEAD, COMPLIMENT SLIPS & BUSINESS CARDS

Include your Best Estate Agent Guide rating on your letterhead, business cards and compliment slips.

• Showcases your success in daily

business activities

• Strengthens your brand equity

• Provides independent mark of trust

PRINT MARKETING

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COMPANY BROCHURE

9/10 landlords and vendors read the printed literature provided by their agent*

There is more than one decision-maker

deciding which agent to instruct, although

often, they are not all present for the

valuation. A company brochure serves

as a reminder of the unique services and

attributes that make you the best choice.

• Serves as a reminder of the reasons to

use you

• Demonstrates professionalism

• Can be seen as a sign of quality

marketing

Source: Property Academy, Home Moving Trends and Landlord Survey 2015

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43% of buyers are also vendors - so make sure you’re marketing your EA services to them*

When you consider that 43% of buyers

also have a property to sell, property

particulars become a valuable place to

advertise your accreditations.

• Reinforces reasons to use you

• Requires minimal space

• In the hands of buyers with properties

to sell

Source: Property Academy, Home Moving Trends and Landlord Survey 2015

hamiltonanddobb.co.uk

Guide Price of £550,000Green Park HouseLondon Road, Oxford OX1 1AB

Detached | 4 Bedrooms | 3 Reception Room | Kitchen & Utility Room | Study

Bathroom & Shower Room | Downstairs Cloakroom & Shower | Gas Central Heating

Double Glazing | Half an acre of gardens (STMS) | Driveway & Garage | EPC Rating D

With the offices of Hamilton Dobb on your left proceeded south along the High Street, turning left into Station Road. After passing under the railway bridge take the first turning on the right into Milton Road. Green Park House can be found on the left hand side.

Directions

Ground Floor

01632 111 222 | [email protected] | www.hamiltondobb.co.ukHamilton & Dobb | The Old Cotton Mill | Alnwick, Northumberland | NE3 2FF

First Floor

Green Park HouseLondon Road, Oxford OX1 1AB

PROPERTY PARTICULARS

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DIRECT MAIL & FLYERS

Direct mail can change perceptions and keeps you front of mind*

Whether it’s a 20:20 campaign, or a

campaign specifically aimed at informing

local homeowners about your success in

the Best Estate Agent Guide, make sure

you include your winner’s marks on direct

mail and flyers.

• Targets local home-owners and

landlords

• Personalised, tangible branding

• Drives footfall and website visits

Source: Royal Mail MarketReach, This Time It’s Personal, Quadrangle 2015.

01372 370847The Chapel, Reigate Road, Leatherhead, Surrey KT22 8RA • E: [email protected] • W: hamiltondobb.co.uk

Dear [first name] [surname]

Almost 1 in 5 (17%) of properties for sale fail to sell with the first agent that is instructed by the vendor.

For properties that have been on the market for more than 6 months, the percentage of vendors that change

their agent and then go on to sell their property more than doubles to 36%.

The [Branch location] Branch of [Estate Agent Name] has recently been rated [Insert rating eg exceptional

sales] in the Best Estate Agent Guide - a whole of market study supported by the UK’s leading property portal,

Rightmove and the Property Academy.

Rightmove and Property Academy analysed the performance and customer service of over 25,000 estate

agency branches in the UK and rated [Estate Agent Name], [Branch Location] branch in the top [insert rating]

in the country.

Here at [Estate Agent Name], our expert sales negotiators can help you to sell your property at the best price.

If you would like to discuss changing your agent, please get in touch - we’re ready and waiting to get you

moving!

Yours Sincerely,

John Smith

Branch Manager

*Source: Property Academy, Home Moving Trends 2017

Disclaimer: For more information about the process and criteria used to assess agents, visit www.bestestateagentguide.co.uk. We do not enter into any corre-

spondence about agents listed in the Best Estate Agent Guide.

If undelivered please return to: Address, address, Address

The Branches, Northumberland

Sold Price £570,000

This property was sold by Hamilton & Dobb at the above mentioned asking price.

We have a number of purchasers seeking a similar property who have been pre-qualified by our experienced staff.

If you are considering selling your home, please contact us in order to arrange a no obligation valuation of your property.

[Estate Agent] [Location] Branch has been rated in the Top 20% of branches in the country and is proud to be listed in the Best Estate Agent Guide.

01372 370847The Chapel, Reigate Road, Leatherhead, Surrey KT22 8RA • E: [email protected] hamiltondobb.co.uk

DM_Title DM_Forename DM_SurnameDM_Address_Line_1DM_Address_Line_2DM_Address_Line_3DM_Address_Line_4DM_Address_Line_5DM_Address_Line_6DM_Postcode

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dTip: There are 3 templates available in the winner’s toolkit that can be branded, printed and fulfilled for 58p per item – including address data!

PROSPECTING

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PROSPECTING

Get in touch with past market appraisals and properties on the market with other agents.

Almost 1 in 5 (17%) property sales do not

sell with the first agent instructed. Where

the property has been on the market for >

6 months, the % of vendors who changed

their agent and went on to sell their

property more than doubles (36%).

• Provides more reasons to change agent

• Proves your performance

• Win business from competitors

Source: Property Academy, Home Moving Trends 2017

Hamilton & Dobb win 2 awards in the Best Estate Agency Guide 2018

Read more

A review of the housing market

Exciting news for Hamilton & Dobb

The housing market this year has experienced some significant changes and developments. Read our roundup of the most important information you need to know, whether buying, selling or letting.

Read more

If undelivered please return to: Address, address, Address

The Branches, Northumberland

Sold Price £570,000

This property was sold by Hamilton & Dobb at the above mentioned asking price.

We have a number of purchasers seeking a similar property who have been pre-qualified by our experienced staff.

If you are considering selling your home, please contact us in order to arrange a no obligation valuation of your property.

[Estate Agent] [Location] Branch has been rated in the Top 20% of branches in the country and is proud to be listed in the Best Estate Agent Guide.

01372 370847The Chapel, Reigate Road, Leatherhead, Surrey KT22 8RA • E: [email protected] hamiltondobb.co.uk

DM_Title DM_Forename DM_SurnameDM_Address_Line_1DM_Address_Line_2DM_Address_Line_3DM_Address_Line_4DM_Address_Line_5DM_Address_Line_6DM_Postcode

GOOGLE

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GOOGLE ADWORDS AND KNOWLEDGE PANEL

42% of those that read reviews before appointing an agent read them on Google.

In today’s ‘rating economy’, social proof is

an important point of difference. Consider

creating a campaign to promote your

rating in the Best Estate Agent Guide.

• More traffic to your website

• Ads appear top of page

• Location targeting

Source: Property Academy, Home Moving Trends and Landlord and Tenant Surveys 2017

LOCAL PR

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ONLINE PRESS RELEASE

Contact your local newspaper with news of your success and benefit from online coverage.

@home estates used their success in

the Best Estate Agent Guide national

assessment to generate a local news story

and benefitted from the inbound link to

their website, which is great for SEO.

• Provides local coverage

• Improves awareness and keeps you

front of mind

• Links to your website

37


ADVERTORIAL

Interest in property is high, so having a property news story is a great way to keep you front of mind.

Maddisons Residential used their success

to produce an eye-catching article that

was published in print and online.

• Provides local coverage

• Reasons to consider you

• Online edition links to your website

Wednesday October 11 | 2017 Advertorial FEATURES 51

At the end of September, estate agents from around the country gathered to attend the inaugural Best Estate Agency Guide award ceremony at the O2 Intercontinental. Every estate agency branch had already been

notified if they had made it into the top 20%, and all were now keen to hear whether their final ranking was either Highly Commended, Excellent or Exceptional. It turned out to be an absolutely fabulous result for Maddisons Residential, based on The Pantiles in Tunbridge Wells, who received the top accolade of Exceptional, and then

A true mark of excellenceLocal estate agent, Maddisons Residential, celebrate yet another prestigious award win

went one better by being ranked as one of the top 100 estate agents in the country.

Indeed, Maddisons Residential are ranked as the number 1 estate agent for sales in Tunbridge Wells.

The new guide, founded by The Property Academy and supported by Rightmove, wants to improve business performance and allow greater transpar-ency for buyers, sellers, landlords and tenants, in assessing which agents deliver the highest levels of customer service and achieve the best results for their clients. Over 26,500 estate agents underwent a comprehensive mystery shopping exercise, in which they were covertly assessed on response times to viewings, the quality of their internet listings, staff knowledge on the properties that they were selling, the speed with which they sold a property and the number of properties that were withdrawn from sale. On all of these measures, Maddisons scored at the highest levels.

Deborah Richards, Managing Partner and founder of Maddisons Residential, spoke of her delight in receiving this top honour: “For me, the measures of assessment are what every seller or landlord should feel their agent is delivering as a minimum. At Maddisons, we go the extra mile for our clients in areas that we know really delight them, for example, the quality of our viewings and the feedback we provide, the weekly updates that our clients receive on the progress of their property’s sale, the different strategies that we consider and debate when taking a property to the market, the tenacious and hungry nature of our negotiation process, and the depth of our sales progression, which ensures that as many offers as possible make it through to completion. It is this constant desire to do better that has resulted in most of our business coming from existing client referrals and resulting in the loveliest testimonials. People often pop into our premises on The Pantiles and say how different we look to a traditional estate agent, and they are right. Quite simply, we look different because we are different.”

The future for Maddisons is looking very bright. They have now fully launched their lettings’ proposi-tion, in which they deliver the same levels of extreme customer care and focus to their tenants and landlords. Deborah continues, “next year, I expect Maddisons to be number 1 in Tunbridge Wells for sales and lettings! There’s no rest for myself and my fabulous team just yet!”

If you have a property to sell or let and want a fresh and passionate approach, then do give Maddisons a call on 01892 514100, or pop into their lovely premises on The Pantiles. The team will be delighted to help, and you’ll feel the difference immediately.

‘At Maddisons, we go the extra mile for our clients in areas that we know

really delight them’

OUTDOOR BRANDING

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OUTDOOR BRANDING

Reaching consumers when they are out of home.

Outdoor advertising can be a bus-stop

poster, full size billboard or branded

transported (including company vehicles).

It can even be a pavement A-board as

demonstrated by the award-winning

Belvoir, Nottingham Branch.

• High impact

• Demands attention

• High reach with mass audience

SPONSORSHIP

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SPONSORSHIP

We know that many estate agents sponsor local events and teams.

Make sure you keep a consistent message

and include your Best Estate Agent Guide

mark on all your sponsorship advertising.

• Reaches local communities

• Positive association with good works

• Re-enforces your success

To find out more and apply for a licence visit:

www.propertyacademy.co.uk/beag-licences

01372 370801

Documents

PROMOTIONAL IDEAS - Property Academy...PROMOTIONAL IDEAS. 2 WHAT IS THE BEST ESTATE AGENT GUIDE? The Best Estate Agent Guide is a website that lists the top 20% of estate and letting