Last week, real estate professionals from all over WA met in Vic Park for what turned out to be a fantastic day of learning and sharing: REBarCamp Perth 2013.
One of the first sessions after lunch was e-marketing – a discussion of all things digital, including SMS, emails, newsletters, and blogs.
#REBCPerth e-marketing discussions – newsletters, email or sms??
— Professionals SSC WA (@WAProfessionals) November 8, 2013
Here are four things the agents in the room identified as valuable tools that can bring in more business:
SMS, or text messaging, is becoming a hot topic in the world of real estate marketing. The instant, personal nature of text messages makes them an attractive marketing tool.
Some of the agents in this session said they were using text messages for communications that are time-sensitive. For example, Natalie Hoye from Beaufort Realty shared that she uses text messages to let potential buyers know when there have been multiple offers made on a property they’re interested in, giving them a chance to make an offer themselves.
People in the room agreed that text messaging is best for sharing occasional, time-sensitive information. Agents should avoid bombarding their buyers with unnecessary text messages.
2. Mobile-friendly websites
Once we moved on to the topic of websites, the discussion quickly turned to the importance of mobile-friendly designs. Agents would do well to ensure their website has a responsive design that resizes to look great on any screen.
Just how important is a mobile-friendly website? Jeroen van de Peppel revealed that currently, Domain.com.au receives over 50% of its traffic from mobile devices. That figure is predicted to rise to 70% next year.
“If it’s happening on Domain,” Jeroen told the room, “it’s happening on your site.”
— Lee Baston (@bastonproperty) November 8, 2013
3. Content marketing
Email newsletters, blogs, and other forms of content marketing are an increasingly important part of some agencies’ marketing strategies.
Content that adds value can help agents to build a great reputation among potential clients. Natalie Hoye, for example, has gained new clients as a direct result of her content marketing efforts.
Some agents, however, would prefer not to write content themselves. When this is the case, someone asked the room, how can you get content? Answers included:
- Hire a copywriter. Ryan Sandilands from pfr.com.au and Vic Park agent Davide Parlermo discussed contacting budding copywriters at the nearby university.
- Put a call out to locals who may want to write about the local community, Lee Baston suggested.
- Ask your vendors: “what’s it like to live in the local area?”, suggested Jeroen van de Peppel. Their answer could make for some great content.
4. Google Ads and Google Places
Many buyers start their property search on Google, so it’s only natural that agents wanted to know how to ensure they were visible in Google results.
Google Ads was mentioned as a way to show up on Google by bidding for advertising space in the sidebar or at the top of the page.
Google Places is another way to become more visible. By listing your real estate agency on Google Places, there’s a better chance that it will show up in relevant search results. (Want to know more about Google places? This article provides a good overview.)
Jeroen van de Peppel pointed out that while your real estate agency can have a physical address listed on Google Places, agents can also set up a page of their own that includes a service area.
These were just some of the tips shared by the many generous agents in the e-marketing session. Do you have an experience with e-marketing that you’d like to share? What’s worked for you? Let us know by leaving a comment below.