Login
iscover
By putting effort into implementing good marketing systems, agents will be able to scale their selling services more quickly than ever before, according to a content marketing expert.
ActivePipe’s content marketing and tech expert, Kylie Davis, has stated that by working smarter with sound and robust marketing strategies, agents can use their time more efficiently — for listing presentations, meetings with vendors, following up leads “and, of course, selling property”.
Ms Davis, who is also the executive director of Proptech Association Australia, said that one of the biggest mistakes agencies are making in 2021 is “simply doing what they’ve always done”.
With fear of failure often resulting in a failure to start, the marketer acknowledged that “there’s always a learning curve when you start something new or learn a new skill”.
“Marketing strategies should be embraced with a great appetite!” she exclaimed.
It’s why she’s offered up three pieces of advice to real estate agents and business owners who are looking to up the ante when it comes to their marketing in 2021.
Here they are:
- Forget splitting your marketing down the middle
“It’s not digital marketing or traditional marketing anymore,” Ms Davis stated.
Instead, “it’s all marketing”.
For those business owners and agents without the time, or the understanding, the content marketer advised bringing someone onto your team who does know marketing — “and be prepared to learn from them”.
- Don’t forget the lead generation
“All marketing is about generating leads,” Ms Davis has reminded.
When there are gaps in an agency’s marketing processes, leads will be lost.
It’s why Ms Davis recommends ensuring that the agent, or a business owner — or a marketing support person if you do decide to use one — has the right tools to fix those gaps.
Remember: they are saving you money and growing your revenue by capturing lost leads.
“It’s not a cost, it’s an investment,” she reiterated.
- Data and marketing go hand in hand
Ms Davis has highlighted that all marketing starts with data.
From her perspective, the most important data to capture is email addresses: “Email addresses are the fuel that drives both social media audiences and email marketing.”
For anyone who does still find the idea of upending their marketing processes in favour of more effective ones, Ms Davis offered up a helpful strategy: “Break projects down into smaller steps and test and learn before you roll out more broadly.”
She also advises against putting off such changes, acknowledging many agents put off starting until they “have time” to do it properly.
“That time never eventuates,” she conceded.
“It’s a catch-22 because you need to set up scalable processes in order to win back more time. Either delegate it to someone in your team who does have the time and inclination, or just get stuck in — waiting until later just costs you in lost earnings.”
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
Newsletter
