THE WORD -- Is online marketing a key part of bolstering your business' profile?

Marketing techniques are important to any business, especially in the real estate game. But how beneficial is online marketing? This month we ask...

IS ONLINE MARKETING A KEY PART OF BOLSTERING YOUR BUSINESS’ PROFILE?

"Considering the ubiquity of the web today, I think it would be foolish to ignore online marketing as a part of a successful marketing mix. However, at Ray White Centro, our primary marketing philosophy has always been to generate referrals by providing a quality service and delivering results. In an industry where word of mouth is so important it makes sense to utilise social media. We’ve found that the power of social networking sites like Facebook lies in creating genuine and personal interactions with potential clients".
SUSAN TAYLOR
Principal, Ray White Centro Subiaco, WA

"Online marketing is as important as our traditional forms of promoting the qualities and services our business has to offer. Most people use their computer to find telephone numbers, even to check qualifications of agents they are considering using. So not to use online marketing places a business at a distinct disadvantage. We receive a large percentage of our enquirers for both selling and leasing from clients who have researched us online. Online marketing is an important part of our business and I believe will continue to change even more so in the future".

LEIGH CHIPPENDALE
Principal, Professionals Caboolture/Morayfield, QLD

"Online marketing has become extremely important for a number of reasons. Firstly, our research has revealed that over 75 per cent of buyers initially search the internet for listings and services. Secondly, we usually find that those who have used the internet before they contact us are serious buyers and therefore make better clients.  And thirdly, the internet saves us time and is substantially more cost effective than other forms of marketing. Web pages allow us to showcase our properties far more extensively than, for example, newspaper ads, and the quality, and number, of images far surpass any other media".

DOUG FRASER
Managing director, LJ Hooker Alice Springs, NT

"I have been in the industry for over 20 years and have seen many changes occur within the real estate sector, especially in terms of enquiry and customer sources. Years ago our main source of business profiling was conducted through the local media and its papers. Now, 90 per cent of our business is conducted through the internet. People are no longer reading local papers and visiting agents to see what is on offer.  All the “seeking” is [now] done through the internet".

STAN COOLEGEM
Director, Barry Plant Cranbourne, VIC

"Online marketing is a very important tool.  However, it does not work without more traditional marketing techniques. I am a big believer that you must have a balance of new and traditional marketing. Online marketing works with the presence of signboards - for instance, the signboard out the front of a property can direct traffic to our website and social media. Online marketing is often free and if done properly can reach a large audience, so why not use it?"

NICHOLAS ARMSTRONG-SMITH
Director, Century 21 Bondi Junction, NSW

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