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Hi and welcome to the BEST Estate Agent Marketing Ideas of 2016! Last year’s guide was hugely popular – the download page had the biggest spike of traffic all year!This year’s collection is even bigger and better than last year, with almost 300 entries.
If you sent in a marketing idea, look out for it in the guide. If not, hopefully these ideas will inspire you to try out a few and submit your own next year!
The guide is divided into:§ Community § Service§ Giveaways & Competitions§ Direct Mail
Enjoy!
Sam
COMMUNITY
“Using sales boards with special slips to publicise a local event – boards breeding boards is still true, and there is the benefit to the event too!”
A shy agent from Oxfordshire (not the one pictured)
“I call this my "4-H Club." Every day when I get in the office is do these 4 things before I reward myself with my morning Starbucks. If I don't get these things done, I don't get my coffee.
1. Hand-written notes - I write 5 Hand-written notes to people in my SOI or anyone I need to "say thanks" to for something that day.
2. Hot Sheets - not sure what you might call them there in England but each day you can run a report in our MLS and it will show the newest listings, price reductions, pendings, closings, withdrawals, etc. I then send, text, or call people who might live near any of those homes just to keep them updated and remind them that I am their trusted neighborhood expert.
3. Happy Birthdays - I jump on Facebook and see which of my friends are celebrating their birthdays. I either post a message on their wall or, for closer friends, reach out to them with a video text wishing them "Happy Birthday."
[cont….]
4. High 5's - I go on Facebook and "like" 5 posts, I comment on 5 posts, I go on Twitter and Retweet 5 tweets, I go on Instagram and ❤ 5 images and then I send 5 short texts to people in my SOI.
Sean Carpenter Columbus, OH USA
Then I go get my Venti Iced Coffee with caramel & cream. Sounds easy but like all the easiest ideas, execution is the hard part. ”
“Our monthly landlords’ surgery - this is where we have an open office for a couple of hours on a Saturday where landlords either our own, other agents or those who look after their own properties can come in for a coffee and FREE ADVICE. We also do a buy-to-let surgery where people looking to invest can come and chat, see what properties would make good investments, no matter which agent they are marketed with and meet a mortgage advisor.”
Helen Whiteman Martin & Co, Stamford
“Two things for us :
1. Winning/challenging for industry awards and promoting the hopefully successful result
2. Sponsoring youth sports teams... Forget the adults, they won't care.”
Richard Taylor Richard Taylor Estate Agents
“Give, give, give!I decided that as a business we would commit to donating 10% of our sale fees to local charities that benefit people. Article attached. It is going well and I have absolutely no regrets.The charity that benefits by default is St John’s Hospice!”
Iain Bainbridge Scott Bainbridge, Kendal
“We have recently done this [see links below and images on following pages]It was a lot of fun and gave us lots of social media content and free publicity in the local press and was great way to give something back to the local community.”
Jemma Gish Marshall Vizard, Watford
h#p://www.marshallvizard.com/2016/04/the-‐marshall-‐vizard-‐makeover/ h#p://www.marshallvizard.com/2016/10/grand-‐reveal-‐marshall-‐vizard-‐makeover-‐lavender-‐lounge-‐hillside-‐residen@al-‐home/ h#p://www.waAordobserver.co.uk/news/14810313.Community_spirit_is_high_as_decorators_team_up_for_care_home_revamp/
BEFORE
BEFORE
AFTER
AFTER
“Local litter picks. Communities contact us and tell us where they’d like done. Mailshot along the way!”
Adam J McHenry Cadman Homes
SERVICE
“For when Vendors are frightened to market their homes (due to good sellers’ market conditions) when they haven't found yet. We often employ the ”Discreet Marketing" technique with the strapline -
‘Don't worry if we find you a buyer, we will explain to them that you haven't found a home yet and they will have to wait until you do... at least you'll be ready to make a proceedable offer, whereas if you don't take any action, you'll more likely lose your chance!’ etc etc”
Ian Southall Chess Moves of Tewkesbury
“My friend and I are starting a small removal company to go alongside my sales & letting agent so I’m going to have the van wrapped with our logo, telephone number and some fancy artwork etc. Love the idea of our logo - which is new - being painted on a big van!”
Trevor Longmore Instyle Property
“My best marketing idea actually came from you!
It was where I went out one Saturday morning with a list if properties that were on with other agents that not only had a poor photograph but also had been on the market for over 12 weeks. I knocked on each door, introduced myself, and handed them a pack from our office with brochure samples. After explaining why it was there, I then asked for permission to take a front photo. If they said yes I then asked them to come into the office the following Monday where I would have their photo available but also have a sample brochure done for them.”
A very lovely Londoner
“We get the best reaction to the community-spirited engagements that we do We actually do a lot of this sort of thing that engenders a much stronger bond with the residents, whether it be charitable, sporting, U3A, am drams, Church garden safaris....all that kind of stuff that relies on someone (i.e. me!) putting their hand in their pocket at some point!! We've also run 'speak to the experts' events in the office with say investment guidance, so lettings, mortgages, insurers & accountants all on tap to consult... It's a wonder we have any time to sell or let houses, isn't it!?!? But the one thing for sure is offer up free wine, beer and nibbles through a competitive Bake-Off within the team & you've just motivated 'rent-a-mob’. Our town has an official shop local Xmas event and our shops do all manner of fun things for the kids (treasure hunt, face painting etc) and also for the grownups too....even Santa does a drive-by in a classic car!! But we have this as a get together with the great & the good, clients past, present & future and it really does forge relationships with customers not just for today!”
James, a clever agent in Surrey
“We’ve been trialling some new ideas recently but one old one still consistently top scores in our customer feedback – we research all our properties back to date of build and add specific historical content to all our property details. This seems to have struck a chord with a lot of buyers and sellers and has helped a lot to reinforce our reputation as a local expert.”
Carey Gilliland Madison Oakley
“What we do.....inform clients exactly what the agent will do.
The general public think it’s a case of just putting a property on Rightmove then waiting for an offer.”
Karl Seeley Bop Property
“Why not offer estate agency fees paid when they enlist interior design services. This way the vendor has a really nice looking house which is more likely to add value added to it because of the interior design and the house will sell quickly. Also the vendor is less likely to be cost conscious about the cost of estate agency fees.”
Dean Standen Holmes and Sellers
“Phone call Friday policy – pick up the phone - we are here to listen. Call xxxxxxx. We are all bombarded with email noise, coming in from one direction and another, for one day let’s revert to good old fashioned talking! If this is not convenient, we understand and will reply to your email on Monday.”
Katy Adams Belhus Properties
“So, my advice? - Hire a good photographer! Not just for better photos, but one that treat your clients how you would like them to be treated and who adds to the whole customer experience that your brand is trying to achieve.
We are often the first person they meet from the agency and can set up a good first impression, or the opposite. I have spoken to a number of vendors who tell me that there are some unsavoury people who get sent to their doors (EPC, photographers etc). The types of things they tell me include rushing through the job, walking dirty boots on the cream carpet, not moving things to get better photos, and being disappointed in the photos. This leaves a bad taste in their mouths and reflects badly on the agency.
Service is at least 50% of what I do and this is reflected in my reviews. You could talk to them about how to prepare each room, take their offer of a cup of tea, put things back into place, explain why you need the cars moved, etc. I think it is important to have set standards for how the job should be done so there is a high consistency of images across the whole agency.”
Gary Quigg Photographer
“We always explain at appraisals that we are the 2nd best estate agents.
Eyes open wide reply, is always, so, who is the best then?
Ask any other estate agent around and they'll tell you that Hoppers are 2nd best, because they themselves work for the best estate agency.
If another estate agent wanted to sell their own property, but not with their own agency, who would they use?”
Graeme Hopper Hoppers and Co, Ayrshire
“We often use a ‘discreet marketing’ technique where we market to vendors who are frightened to go on the market (knowing they will sell fast in this sort of climate) without having a property to buy. We match them up with ‘proceedables’ who are happy to wait for them to find. What usually convinces them is when they lose out to a property snapped up by a cash/sstc buyer before they get the chance etc.”
Ian Southall Chess Moves of Tewkesbury
“When you are conducting viewings always wear overshoes inside the house and supply overshoes to the people viewing. You will be amazed how your reputation will improve in your area.”
Mike Gilsenan Ewemove Crewe & Nantwich
GIVEAWAYS & COMPETITIONS
“This year for Random Act of Kindness Day, we bought a 1,000 chocolate bars and added the wrapper below and ‘randomly’ sent them to houses around the area. We got massive PR on social media and we are looking to do it again bigger and better next year. Lots of people tagged the pictures on Facebook and added us as friends. There was lots of communications with people hoping to get one etc I say randomly… there was a little bit of strategic marketing; we gained 4 instructions directly from them.”
Adam Eeles Ashtons Stockton Heath
“For smaller village agencies - Christmas window with competition for all the local school kids with a prize- all parents will come to the office and engage possibly discuss next year’s moving plans . Mince pies , mulled wine etc It will gather the parents to the office.
Last year we did this in our Kimpton office on the last day of school term.”
Paul Dewhurst Country Properties
“A campaign inviting everybody to send in their photos of their Christmas tree – to be displayed on your Facebook page with a prize of 6 bottles of champagne for the winner”
Philip Robinson Berrys
“Here is one idea that has generated a lot of goodwill with our clients. When they come to pick up keys for their new house that they have bought from us we have a nice bunch of flowers in the office waiting for them with a branded ‘Good luck in your new house card’ signed by the whole team. We have found that goes a long way to wishing them well and bringing the house purchase to a nice conclusion.”
Markus Beher Cathedral City Estates
“I release my home phone numbers to all my clients (this wins instructions).I also give all my market appraisal clients a ‘keep my room tidy’ certificate to give to the kids- thus, I win the kids’ approval, and the parents gain their children’s investment in the sale. Everyone's a winner 💯”
Russell Griffin Samuel Wood
“House shaped car air-fresheners. Sales one side, lettings the other. Hopefully likely to be kept/used and regularly looked at by the car owner.”
Brendan Kay Martin & Co, Cirencester and Witney
“We deliver a beautiful bunch of flowers from a local florist with a nice message and all our contact details to all the properties on the market in our area.”
Nicky Hill Carringtons Estate Agents, Kingston-upon-Thames
“We sent out 100 keys to properties on the market, one of which would unlock a box in the office with £100 cash. Attached to the key was a form they needed to fill in to be able to try the lock, which gave us info to keep in touch with.”
Andy Neal Andrew and Co, Ashford
“I always feel that so much more could be done, especially as most independent high street agents, have prime positions on the high street!What better than to be the most talked about agent for your seasonal window displays?! We have just dressed our window with a vintage dolls house, on top of some Christmas Hampers, to advertise our Christmas promotion .....where vendors or Landlords who instruct us to rent or sell their property before end of 2016, get a luxury hamper...Simple but effective. This is the first time we’ve done it, so we’ll see what response we get from staff and clients. If it goes well we could start doing more!”
A Fab Negotiator
DIRECT MAIL
“Here's one: it's called the 3 roads strategy.
1. Take 3 roads that you're interested in doing business with.
2. Write a stamped and addressed ( To the owner) letter to each house.
3. Write that you have a particular buyer ( we only write these letters if we do have buyers) interested in one of these 3 roads.
4. State why the buyer is particularly interested in these 3 roads eg name the local school, the name of the great local park, the bungalow nature of the properties etcThe vendor must be convinced that this is not a generic letter.
5. State the buyer’s price range.
In our experience this nearly always produces a call from one or two people who are thinking of selling. Then we usually bring our "hot" buyer in to have a private look. Even if the buyer doesn't go ahead to buy the house, we generally are instructed with the sale and the vendor rarely invites any other agent out.” Breffnie O’Kelly Ireland
“When out and about I do leaflet drop but on properties that are on the market and sold for vendors Eg Good news, we see you’ve sold! Can we help find you your new home? or Good news, we see you’re on the market! Can we help you find your new home? If I think it looks like an investor may have brought, I pop a letter in asking if they will pass on our details to the purchaser.”
Sue Diffey Toseland Properties
Murray Lee DreamView Estates
“This leaflet wasour best!”
“To gain traction and exposure in the market – a monthly mailing to potential venders with a “Recipe for success”, supported by local (favoured) restaurants with a seasonal recipe.”
Graham Smith Marcus Grimes Ltd
“Something that we do, quite informally, is a leaflet drop to other houses in the road where we’ve been invited to a valuation. We use very informal text and add a photo of the property consultant:- ‘I will be valuing a house nearby in the next few days. If you are also thinking about moving please give me a call. I’d be very happy to pop in for a chat, there is absolutely no obligation.’ ”
Anita Robinson Reade Ltd
“We send a letter to potential vendors who we have had no previous contact with, a letter advising we have been asked by a neighbour or a resident in their street to carry out a market appraisal and we will be there on xxxx day at xxxx time. It's standard stuff but we write it in a certain way and hand deliver it which produces results.”
Nicholas Court Court & Co Property Solutions
DIGITAL MARKETING
“I think the best marketing idea has been using a Facebook event to promote an open house and then boosting it to a targeted audience, generating viewings for the open house but also gaining likes on Facebook page and a bit of PR for doing something different.”
Claire Roberts Open House, Morley
“Filmed Client Testimonials are the biggest driver of sales for your business, especially in estate agency. Any kind of word of mouth marketing (advocacy/referral) is a boost to your bottom line – works for us every time!”
Caroline Deeprose Precision Property Marketing
“This was sent out to my brokerage community to get them to remember this house that has a gorgeous setting. We had over 2400 views on Facebook! ”
Joy Kim Metalios William Raveis Real Estate
“We have ditched our paper brochures and gone online with a fantastic all signing and all dancing interactive online brochure – it’s going down a treat!”
Jen Chauhan Humberts, Truro
“Facebook advertising works better than anything. It’s cheap to try (£3 a day is a good level to try creatives out at). User targetting/profiling available via facebooks' ad manager is amazing.
My top tip is to teach yourself Photoshop (I use a free older v9 version I found on adobe's cs2 upgrade area) and use it to put together mini creatives optimised to Facebook's small image window.”
Alan Denyer
RANDOM BUT GOOD
“My thoughts as I've just left a valuation:)
Before your valuation, Have your mindset focused with having already been instructed ( in your mind)
Words such as ’when we place your home on the market I'd suggest we use this/that/the other’ etc
‘When we carry out viewings......’
‘We might suggest that when we negotiate a sale, these items could be used as leverage’ etc etc.
All the above carry assumptions that you are already half way to getting the business. The public are attracted to confidence.”
David Jordan David Jordan Estate Agents, Sleaford
“The best marketing I'm doing at the moment is "Me”!I've knocked on dozens and dozens of doors recently to introduce myself to Vendors selling with other agents. In fact my first completion for Hawksman was a home indoor knocked at 6.55pm one evening back in April.
Responses vary with most people being very polite and more than happy to chat. I follow most meetings up with a hand written card saying how nice it was to meet them and reiterating that they should feel free to call me if they want any impartial advice about their move.
I now have 4 properties from door knocking lined up to come to the market with me in the new year.
Best thing about it is IT'S FREE.”
James Mason Hawksman Real Estate, Surrey
“Network and personally connect….be real.”
Steven Thomas Watkins Thomas Ltd
“One ploy that instantly got an instruction and several thousands in fees was putting together a quality postcard size ad along the lines of "buyers looking for property in xxxxx (name of specific village)" and sticking it in the windows of village shops and post offices. Cost about £4 per month! ”
Nick Dakin Dakin Estates
“BNI!!”(Business Networking International)
Angela Westgarth The Personal Property Shop
“The best landlord leads are from tenants viewing your stock, so ask tenants to bring their existing contracts along to viewings to find their landlord’s UK address.”
Derek Richardson
“In our coastal branches we give out keyrings with a seagull on them, saying ‘Choose us because we really DO give a flying one ….’ It makes people laugh anyway! We got the idea from another agent who gives out a rubber duck at each viewing emblazoned with their logo and ‘We give a duck …’ ”
An agent with a sense of humour ;)
“SMILE!!”
Philip Powell Mather Marshall, Hitchin
“The best marketing advice is try and seek out a mentor to guide you, if you need someone with good inside knowledge of the property industry, who better to call than ...Sam and you can smash the competition!”
Adrian Knapper Whitegates, Stoke on Trent
Inspired?? Great! Apply now for your FREE marketing assessment by Sam!
www.bit.ly/callSam
