How does one of the country’s top agents ensure her personal brand is as strong and influential as possible?
It took Vivien Yap, principal of LJ Hooker Claremont, Western Australia four years in real estate to become number one in her state. How does a top agent like Ms Yap, who placed 28th in this year’s REB Top 100 Agents ranking, market her brand?
She spoke to Tom Panos at AREC 2016 about the techniques she uses and how they’ve increased her sales.
If you’re not sure, get help
You wouldn’t do your own dental work so why should you expect yourself to be an expert in a field you’ve never studied or worked in before?
“I do have a social media director because I’m not an expert, so I decided to get an expert to help me with that,” Ms Yap said.
She said she has only recently started utilising Facebook as a marketing tool and she has found it beneficial to her business.
Mr Panos weighed in, saying the time to get into Facebook marketing is now. He said it is likely prices will rise in the next few years and agents should make the most out of the platform while it is still cheaper than other online marketing options.
Marketing doesn’t have to be sales-focused
Ms Yap said the marketing she undertakes in her local area is targeted at reminding residents of her presence and what her office does, rather than driving sales.
“We’ve got an animated billboard which reminds people we’re also in leasing as well as selling,” she said.
Her billboard is located in the Domain Stadium and Ms Yap has seen great returns from that investment. She also has a billboard on a busy highway in her local area which pushes awareness for her brand and office.
“Marketing is all about having touchpoints with people,” Mr Panos said.