In a recent issue of Propertymark’s Property Professional magazine, Paul Travers, Marketing Coach discussed the art of conversational selling and provided top tips on messaging with some very thought-provoking concepts, raising a quote from Andy Warhol saying, "most things anyone says can be answered with the words: "so what?" and asks agents to use the "what's so special about that?" to every feature of their business.
An instant win would be to read the text on your website, particularly the About Us page, and notice how much “we” there is: “we provide exceptional customer service; we pride ourselves on our high standards; we think; we believe”, etc. Then, take every “we”, swap it for “you”, and build the text around that. “You can look forward to exceptional customer service”; “you can rely on high standards”.
Your social media
Buyers search the portals, but homeowners check out your social media, and it is those customers you want to attract.
Look at Instagram as visual inspiration (pretty pictures); Facebook as information (your day and experiences); Twitter as insight (your thoughts and knowledge). With a clear purpose for each channel, it will be far easier to come up with content. Paul personally thinks agents should stick to Instagram and Facebook and add a dash of insight to both.
Every homeowner cares about the value of their home and how to sell it with ease, for the best price, and with as few problems as possible. So put stuff through their door that helps them with that, instead of going too far on the first date.
- Invite them to read your insightful blog
- Send long letters of useful tips and advice
- Point them to a downloadable selling guide (and build your email nurture list into the bargain). Propertymark has countless guides that are easy to download and share either electronically or by hard copy.
All the research confirms that long copy beats short copy, so don’t go thinking you’re wasting people’s time.
Canvassing is about more than today, so use it to make a difference to your entire neighbourhood: not just the two per cent who are looking to move right now. The other 98 per cent are the future of your business, so help them to you know, like you and trust you, long before they need you.
There is nothing wrong with paid advertising, but it says nothing about you and your team (except that you are proud and can talk about yourself).
Other options could include:
- Help with delivering essential items to the vulnerable etc. and write about them on your website. It’s generous, engaged and visible interaction with the community that doesn't ask for anything in return but demonstrates how you are a genuine part of the neighbourhood.
- Produce online magazines that feature local businesses and residents or produce an accompanying newspaper (cheap, and only eight sides) that sits in countless shops. Not only does this inform and inspire the locals, but it also fosters remarkable goodwill with regular thanks and tags on social media.
An online magazine has zero print or distribution costs and platforms like WordPress have free downloadable pre-made themes – just drop in photos and text and you have an instant local resource to promote to the neighbourhood and elevate your profile.
The key is to continually provide your potential clients with reasons to use your agency by speaking exactly to their concerns and sharing as much as you can of your experiences and expertise to turn your neighbours into raving fans.
PROPERTYMARK POST PANDEMIC PLAN
Propertymark’s Post Pandemic Plan articles support agents with their preparations to emerge from the Coronavirus lockdown and prepare them to maximise market potential, add value, and underpin their business.
With businesses in England looking to reopen, and those in other parts of the UK still under lockdown, agency managers may struggle to balance the annual leave needs of staff with keeping the business running both now and when offices are reopened.
Given the uncertain times ahead, agents should consider revitalising their agency and continue adapting to reap the benefits if a second stay at home measure may be on the cards.
As the Secretary of State announced the lifting of restrictions on the property industry last week, agencies have been considering options around returning their staff.
With the property market now open for business in England, agents may find themselves dealing with not only buyers eager to get out there and find a property but vendors who are wary of inviting people into their home.
Social media has always been a vital component for an agency, but given the current times we are faced with, agents should be using these tools to their advantage and looking at their channels as an opportunity to online network.
The timescales are uncertain but, at some point soon, offices and businesses will be allowed to reopen, and people will go back to work. Getting your office prepared is something you can work towards now, whilst still in lockdown.
During the pandemic, agency’s brands should continue to advertise, but the way in which they communicate must be addressed given the significant change in life as we know it. Use this time to analyse your agency and potential customers by utilising data that is already at your fingertips.
During the lockdown period, many agents with furloughed staff have experienced the roles and responsibilities carried out by staff right across the company. This has provided an opportunity to reassess the business and appraise a wide number of processes.
In light of the pandemic, speaking with your clients, marketing your business in the correct light and having the right approach when having conversations has never been so important. Keep your business at the forefront of the ongoing change with some expert advice.
Even when the lockdown is lifted, it is unlikely that life will immediately return to the way it was previously. Agents will be wondering what they can do to provide viewings to service vendors and kick start their business.