We get it. You’re busy. You’re juggling viewings, valuations, negotiations, and a million other things. Marketing often falls to the bottom of the to-do list. It’s something you know you need to do, but it’s all too easy to let it slide.
But here’s the deal: good marketing is key to your estate agency doing well. In today’s competitive market, you can’t just wait for clients to find you. You need to be out there, making sure people know who you are.
The tricky bit is finding the time and knowing how to get good marketing campaigns up and running. Plus, even when you do put marketing out there, it can be hard to see what’s really working and generating income for you (that’s your ROI).
The Challenge: Marketing in a Changing Landscape
The property market never stands still, and that means marketing needs to keep up. For estate agents, this can feel tricky because of a few key things:
- Market Swings: The property market goes up and down depending on the economy, interest rates, and how confident people are feeling. This means your marketing needs to be flexible and able to change quickly.
- Going Digital: These days, most people start their property search online. So, estate agents need to get to grips with websites, making sure they show up on Google (that’s SEO), running online ads, using social media, and listing on property websites. It’s a lot to keep on top of!
- Savvy Buyers & Sellers: People now expect a personal touch and want information at their fingertips. Estate agents need to offer great content, chat with clients in different ways (online, in person, etc.), and build trust by being open and showing they’re local experts.
- The Rules of the Game: There are specific rules and regulations that the property industry needs to follow. So, any marketing you do needs to stick to these to keep things legal and professional.
Because of all these challenges, it’s crucial for estate agents to have smart marketing plans in place. That’s how you stay competitive, get more clients, and build a business that lasts.
Stop Guessing, Start Measuring
Time to ditch the guesswork and see what’s actually working with your marketing. These days, knowing your numbers is essential. The estate agents who are really succeeding understand how important it is to look at the data and see real results.
So, what does this look like day-to-day? It means focusing less on just getting your name out there and more on the actual numbers that show your marketing is working. You need to know which campaigns are bringing in potential clients, where those clients are coming from, and most importantly, which marketing efforts are making you more money than you’re spending.
Why is Measuring ROI so Important?
Forget guessing games. Measuring your ROI gives you the real numbers, showing you exactly which marketing activities are boosting your profits and which are just costing you money.
- Knowing Where Your Money Goes: Measuring ROI means you can see exactly what you’re getting for your marketing spend. It helps you prove that your money is working hard and delivering results for your business.
- Making Smart Choices: When you look at the data, you can make much smarter decisions about your marketing. Instead of just going with your gut, you’ll have real numbers to help you improve your campaigns, spend your budget wisely, and focus on what actually gets you the best results.
- No Wasted Cash: By seeing what’s hitting the mark and what isn’t, you can stop spending money on things that don’t work. This means you can focus your cash on the marketing that actually delivers, making your budget go further.
- Fuelling Growth: At the end of the day, measuring your ROI is about making your business bigger and better. When you know what your marketing is doing, you can tweak your plans, get more clients on board, and hit your business goals.
Key Metrics for Estate Agents
So, what numbers should you be keeping an eye on? Here are some important ones for estate agents:
- New Enquiries (Leads): How many new people are getting in touch because of your marketing? This could be through your website, phone calls, or signing up for property updates.
- Website Visitors: How many people are landing on your website, and how are they finding you? This tells you if your online marketing, like getting found on Google (SEO) and your paid ads (PPC), is working.
- Turning Enquiries into Clients: Out of all those new enquiries, how many actually become clients? This number helps you see if you’re getting good quality leads and if your team is doing a good job of turning them into business.
- Cost of Getting a New Client: How much money are you spending on marketing to get each new client through the door? This helps you see if you’re spending your marketing budget wisely.
- Long-Term Value of a Client: On average, how much money does a client bring into your business over the entire time they work with you? This helps you see the bigger picture and understand the long-term payoff of your marketing efforts.
- Getting Your Name Out There (Brand Awareness): While it’s trickier to put a hard number on it, how well-known your brand is still matters. Keep an eye on things like how people are interacting with you on social media, how many people find your website through Google searches (without ads), and how often your brand is mentioned. This gives you an idea of how visible and well-known you are.
PropTech Tools for Tracking and Analysis
Good news – you don’t have to do all this number-crunching by hand! There are some great PropTech tools out there that can automate this for you and give you a clear picture of how your marketing is doing.
- Website Stats: These tools show you exactly what’s happening on your website – how many people are visiting, what they’re doing, and if they’re turning into leads.
- CRM Systems: These tools help you keep track of potential clients, manage your conversations with them, and build long term relationships with them.
- Marketing Automation Tools: These platforms take care of some of your marketing for you, like sending emails and posting on social media. They also usually have ways to track how well these automated campaigns are doing.
- Prospecting Systems: These give you up to date information about what’s on the market and help you manage your on market and off market prospecting activity.
- Lead Management Tools: It’s vital for your team to have a handle on leads coming in at all times so they can respond and convert quickly and easily. These tools gather all leads in one place giving you the best chance to win business consistently.
- Social Media Analytics: The social media sites usually have inbuilt tools that show you how many people are seeing your posts, how they’re interacting with them, and other useful bits of info.
By using these tools, you’ll get a really good overview of how your marketing is performing and spot any areas where you could be doing even better.
Analysing Campaign Performance and Optimising Spend
Once you are tracking the numbers, it’s then time to look at how your marketing campaigns are performing and to understand what you can improve.
- Identify what’s working: Which of your campaigns are bringing in the most new enquiries? Which channels are best at turning those enquiries into clients? And ultimately, which marketing efforts are giving you the best ROI?
- Identify what’s not working: Which campaigns aren’t really delivering? Which channels are bringing in the wrong kind of enquiries? And which marketing activities are costing you money without much return?
- Spend Smarter: Once you know what’s working and what’s not, reallocate your marketing budget accordingly. Stop spending money on the stuff that isn’t delivering results.
- Test Different Ideas: Try out different wording, images, and calls to action in your marketing to see what grabs your ideal clients’ attention the most.
- Always Make Improvements: Marketing isn’t a one-off thing. Keep checking your numbers, looking at how things are performing, and tweaking your plans as you go.
Delivering ROI That Matters
At Frank Marketing, we know you want to see your marketing spend pay off. That’s why we’re all about delivering results you can actually measure and being clear about what we’re doing.
We’ll keep a close eye on the important numbers, break down how your campaigns are performing, and show you the real value we’re bringing. We’ll also make sure your budget is used in the smartest way to get you the best return. Whether it’s getting you more leads or making your brand more well-known, we’ll make sure your investment leads to real results.
We’ll help you:
- Understand your marketing performance
- Identify your most effective campaigns
- Optimise your spending for maximum ROI
- Make data-driven decisions
It’s Time to Get Frank
Stop wasting money on marketing that doesn’t deliver. Let Frank Marketing help you see what’s really working and get you the results that matter.
Let’s have an honest chat about your marketing and help your estate agency reach its full potential. Get in touch today!
