The digital marketing options available to agents are endless. How do you select the best one for you and your clients?
“To identify the best digital marketing platforms, agents need to do their research. Start by analysing your existing customers and database,” Chronicle Republic founder Tiffany Wilson says.
Agents can do this by creating a profile of their prospective clients, their interests and the brands they would already be interacting with.
“If your core market is men and women aged 50 and over, Snapchat is probably not a good choice as it is predominantly used by Millennials in Australia currently,” Ms Wilson said.
“Beware of jumping on the bandwagon with the latest digital marketing fads. Sometimes, it’s better to be a late adopter and learn from other’s mistakes.”
Bluewire Media’s digital marketing speaker Adam Franklin agrees. He too believes using the right platforms for your audience is a good way to start deciding what’s right for you.
“The obvious one is email. Everyone uses email and everyone has an email address. Not everybody is on Snapchat or WhatsApp. Email is the powerhouse of digital marketing and always the best place to start,” Mr Franklin said.
Digital marketing isn’t just for younger agents. It’s important for all agents to get comfortable online on their chosen platforms.
“Unfortunately, a lot of the old principals leave [digital marketing] to the younger members of the team now,” CEO of Estate Agents Co-operative Ltd, David Crombie, said.
“I’d suggest not taking on too much at any point in time. I’d probably look at where they’re going to get the best return, so probably their website, SEO and probably Facebook to start with,” Mr Crombie said.