“Digital marketing can play a huge role in personal branding. It should be viewed as an extension of your prospecting efforts,” founder of boutique marketing consultancy Chronicle Republic, Tiffany Wilson, says.
“Yes, you will still have to pick up the phone and regularly contact your database but digital marketing can help you stay top of mind with your customers so that you are the first choice when it comes time to sell their property.”
Your efforts to build your personal brand through digital marketing should focus mainly on social media. Social media is the perfect outlet for your personality to shine through, and for you to connect with your clients. Clients are also more forgiving on social media than they are on other digital platforms such as email marketing.
“Agents should focus on strengthening their offline database by getting these prospects onto their email and social media databases. But here’s the crucial element – once you have these people on your digital databases, you must provide them with value,” Ms Wilson said.
The most important thing to remember about digital marketing is how easy it is for a client to unfollow you. It doesn’t take much to irritate people so you need to be aware of what you’re sending them. The material you send them needs to be relevant to them.
“It’s very easy for a client to unfollow you or unsubscribe from your email list, so treat this audience with extreme care,” Ms Wilson said.
“Consider segmenting these audiences so that you can provide them with maximum value and information that is relevant to them. Do not send out a list of your current listings to clients who aren’t even in the market to buy. You are far better off sending out higher value content, less frequently.”
By respecting your email database and putting time into nurturing it, you can use it to grow strong relationships. Combining this with a social media presence to build your personal brand and keep your name at the forefront of potential clients’ minds is a great way to turn your digital marketing budget into commissions.