The best agents understand that their success is dependent on having a strong local presence. A great way to maintain this presence is by using digital marketing to promote yourself.
Starr Partners CEO Doug Driscoll says there are two key reasons to fire up a digital marketing campaign –exposure and leads.
“An effective content marketing strategy will focus on bringing prospects to an agency’s website, which might lead to a new relationship and ultimately the conversion of a lead,” Mr Driscoll told REB.
“Remember, relationships build trust; trust builds relationships.”
Mr Driscoll said many agents establish their own personal websites, even if they work under someone else’s brand. But he questioned how effective these websites are.
“These sites can sometimes prove counter-productive as they are merely narcissistic and serve no practical purpose. The only time they have merit is when they are designed and utilised as a content marketing tool intended for lead generation.”
Mr Driscoll said social media is a more effective channel.
“Consumers are becoming increasingly time-poor, and so now expect information to find them in an environment where they are already spending time,” he said.
“Social media also enables agents to get hyper-local, and engage and contribute to their local communities, whether geographic, social or charitable.”
However, Mr Driscoll said having a social media presence alone is not enough. It is equally important to put together a sound digital marketing strategy and implement it properly.
“A good strategy that is poorly implemented is like driving a Ferrari with flat tyres,” he said.
“I would urge agents to seek professional advice and assistance as digital marketing is a specialist field. It is said that success leaves clues, so another simple way of getting started is to study those agents who have an effective digital strategy that is gaining them traction.”
Mr Driscoll advised agents to play the long game and be patient. If you abandon your page, so will everyone else.
“The latest research shows that it takes an average of seven touchpoints before you even appear on the consumers’ radar.”
About identifying the best platforms to use, Mr Driscoll agents should begin by studying your target audience and working backwards from there.
“Although it is sometimes a painstaking exercise, this intelligence is paramount to the future success of your digital marketing strategy,” he said.
“Descriptive, predictive and prescriptive analysis will provide invaluable insights into the behaviours of your target demographic. Once you’ve established who they are, where they are and what interests them, you can then start to target them with content that brings them closer to you.”