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The marketing platform most estate agents are rubbish at

I read an interesting article last week.
It contained a main message I have believed for ages.
It’s to do with a marketing myth.
Print marketing for estate agents is dead, apparently.
But this article by a chap called Oli Luke made a very good case that its death has been grossly exaggerated.
Every bright 20 something will tell you the only way is digital. If you want to get in front of more prospective vendors, you must be on Facebook.
And you must spend a wad on Google Ads, Pay Per Click and if you’re not down with Proptech you ain’t cool.
I have a problem with this.
I agree having a good presence on Facebook is very worthwhile for estate agents.
And at the very least you should have a good looking, updated Google My Business page.
And there’s little doubt that you’ll get left behind if you’re a totally Luddite (Google it if needs be).
But. And this is the point the article’s write makes.
What happens if Facebook does face a user backlash in the wake of the Cambridge Analytics data storm? (I think it’s unlikely, but you never know).
Or if Google changes it’s magical and mysterious algorithm and your agency somehow gets bumped down, off, kicked to the kerb?
The article made a great point about how printed marketing gives you more control. If you use the Royal Mail or a reputable distribution company your messages will get through the door (aside from the occasional angry Yorkshire Terriers with small dog syndrome ripping it to shreds).
Here are four simple tips to give your printed marketing efforts a better chance of being responded to.
These are based on my experience with clients using a range of 4 -16-page newsletters (not fliers!).
1) Localise. People are interested in what is happening in their town or neighbourhood. As a former local journalist, I was always genuinely taken aback by the level of interest people had in what was happening in their own neck of the woods. Keep it local and you’ll keep ‘em interested.
2) Avoid. Selling your agency’s services. The content of your newsletter should be 80 per cent about your local market and 20 per cent about your agency. Even then make the agency related content about people in your team, your community efforts or a delighted client’s story.
3) Content. Think about what interests you and your family. Local days out, events, success stories, garden advice, property maintenance tips, photos of well know local places and ideally people. And of course, this is an opportunity for a local property market update.
4) Repeat. There’s no point doing a print run of 5000 – 10000 newsletters once and then forgetting about. Quarterly seems to be the best in giving a good return over the year.
5) Track. It’s easy to gauge a response from printed marketing. Use a tracking telephone number and a dedicated email address for enquiries.
I must say I don’t think print marketing works in all areas, central London or big cities for example.
But if you are an agent serving a small town it is in my experience a good way of generating leads and raising profile.
Print isn’t dead but half-hearted fliers bragging about your agency are.
Thanks for reading and here’s to your next instruction.
Jerry
PS: If you have any questions whatsoever please feel free to pick my brains at: Jerry@propertyprexpert.co.uk


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