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How to build your digital marketing strategy

08 December 2016 Hannah Blackiston

When you are just starting out, implementing a digital marketing strategy can seem daunting. But it doesn’t have to be. REB spoke with three experts to find out how agents should begin their digital marketing journey. 

“I wouldn’t get too complicated with the strategy part. I’d work out who the ideal audience are [and put together] a one-page strategy and work out what you can manage to implement. That’s when the magic happens, when people put it into practice,” digital marketing speaker Adam Franklin, of Bluewire Media, said.

“The simplest way to [implement] is using your email list. Send emails, be present on social media, just build that network.”

Another way to develop your strategy is by speaking to other agents or hooking up with industry experts who can show you plans that work.


“Speak to your peers about how they started marketing online and use online resources such as YouTube to learn from experts, such as Tom Panos,” realestate.com.au head of sales Steve Carroll, head of sales said.

Doing your research before putting your plan into action will cut down on mistakes and time wasted.

“To ensure you stay on the right track, it’s imperative you keep reviewing, testing and iterating your strategy. It may be as simple as starting with one channel and nailing it. Keep in mind that it won’t all come together overnight. Stick at it and it will all fall into place,” Mr Carroll advised.

Once you’ve implemented your strategy, it is important to stay consistent and on top of any changes in the platform.

Digital marketing is changing daily so agents really need to invest the time into ongoing maintenance. As Facebook makes enhancements, look at what those enhancements are, how they can be used to further promote their brand,” CEO of Estate Agents Co-operative Ltd, David Crombie, said.

“The biggest investment you’ve got to make is time. A lot of these mediums are free, the investment is in the time learning the different platforms,” Mr Crombie said.

How to build your digital marketing strategy
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