Many agents rely on their personal branding to build their business. In an increasingly online world, can digital marketing play a role in establishing your brand?
Link Me In Guides founder and CEO Rod Smith says digital marketing can boost your brand.
“The three key sources of information prospective buyers and sellers use to qualify agents are their agency profile, portals profiles and LinkedIn profile,” Mr Smith told REB.
He said some agents have inconsistent, incomplete or unprofessional profiles on their online platforms, an error that could cost them.
“This results in less trust, likeness and credibility being build, which ultimately leads to less business.”
Putting together and implementing a digital brand-building strategy can be as simple or as complex as you want it to be, depending on how much time and money you invest, Mr Smith said.
You could do it yourself or you could outsource it.
“Specialised marketing services are very expensive in Australia and they often take time and involve continual fees,” Mr Smith said.
“But frankly, a lot of what is being charged and delivered does not represent a solid ROI.
“The internet has opened up a provision of specialised marketing services to suppliers outside of Australia that can deliver similar value at much lower price points. The number and quality is increasing on a daily basis and it is forcing local suppliers to be more competitive.”
Mr Smith expects this trend to continue in the next few years. In the meantime, agents should shop around and use different platforms for different purposes.
“Two key things to consider are the amount of time it takes to deliver the solution and the cost, both upfront and ongoing,” he said.
Mr Smith said agents should consider three factors when building a brand online.
1. Budget. Spending thousands of dollars a month on branding is often a waste of money.
2. Value your time. Ensure your time is as well spent as your money.
3. Consistently. Make sure your brand message is consistent across all platforms.