I believe to build a successful estate & letting agency business, the most successful way is to do it via branding rather than sales.
I believe that building an estate agency brand is the key to long-term success, and that focusing on sales and quick transactions can lead to being forgotten.
The main difference between branding and sales, is that branding focuses on creating an experience, while sales focus on conversion.
(Note - branding isn’t your logo, office refit or new boards - it’s something completely different)
The greatest companies in the world, like Apple, focus on branding by showcasing how their products will change customers' lives and building relationships rather than simply selling their products.
So how does ‘brand marketing’ look in estate agency?
Savills are the best imho when it comes to Estate Agency ‘branding’ marketing.( remember- when I say branding I dont mean logos etc ). They create content on the property market that all the national newspapers publish for free - meaning they get millions of pounds of free marketing
Whilst, Estate Agebcy ‘sales’ marketing is different. That is a Google Ad campaign to drive someone into a advert for an instant free valuation.
Yes you need Vals, so you spend money for the instant win( sales marketing ) to get you those Vals now - yet it’s a monster that you can never stop feeding- because when you do, your Vals will stop. Just like turning off the tap
But by building your brand - yes it’s hard work in the short term- but you will never go short of Vals in the long term
I believe that building trust and providing value to your audience is more important than making quick sales.
Building an estate agency brand is not transactional, but rather a long-term relationship.
It's about creating a positive feeling when customers interact with you face to face, in print or online ( irrespective of whether they are a client).
I believe agents should focus on building their EA brand by sharing their narrative and their clients successes, and I believe that this will lead to legacy and long-term success.
Focus on building an Estate Agency brand rather than simply making sales.
By providing value to customers and building relationships, businesses can create a positive brand that will last forever.
Christopher
PS don’t be that agent that has been putting off brand marketing to next Quarter- because there will be another reason you dont start it next Qtr, and the Qtr after that etc .. and before you know it, you’ll be 10 years down, the line, still chasing your Vals every month
I believe that building an estate agency brand is the key to long-term success, and that focusing on sales and quick transactions can lead to being forgotten.
The main difference between branding and sales, is that branding focuses on creating an experience, while sales focus on conversion.
(Note - branding isn’t your logo, office refit or new boards - it’s something completely different)
The greatest companies in the world, like Apple, focus on branding by showcasing how their products will change customers' lives and building relationships rather than simply selling their products.
So how does ‘brand marketing’ look in estate agency?
Savills are the best imho when it comes to Estate Agency ‘branding’ marketing.( remember- when I say branding I dont mean logos etc ). They create content on the property market that all the national newspapers publish for free - meaning they get millions of pounds of free marketing
Whilst, Estate Agebcy ‘sales’ marketing is different. That is a Google Ad campaign to drive someone into a advert for an instant free valuation.
Yes you need Vals, so you spend money for the instant win( sales marketing ) to get you those Vals now - yet it’s a monster that you can never stop feeding- because when you do, your Vals will stop. Just like turning off the tap
But by building your brand - yes it’s hard work in the short term- but you will never go short of Vals in the long term
I believe that building trust and providing value to your audience is more important than making quick sales.
Building an estate agency brand is not transactional, but rather a long-term relationship.
It's about creating a positive feeling when customers interact with you face to face, in print or online ( irrespective of whether they are a client).
I believe agents should focus on building their EA brand by sharing their narrative and their clients successes, and I believe that this will lead to legacy and long-term success.
Focus on building an Estate Agency brand rather than simply making sales.
By providing value to customers and building relationships, businesses can create a positive brand that will last forever.
Christopher
PS don’t be that agent that has been putting off brand marketing to next Quarter- because there will be another reason you dont start it next Qtr, and the Qtr after that etc .. and before you know it, you’ll be 10 years down, the line, still chasing your Vals every month