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Localised Strategy
Social media marketing for estate agents achieves better results when recognising that the majority of an estate agency’s leads will be localised. Whether they are already living in an area or searching for a new home elsewhere, the search will be focused on one individual location. Here are a few ways you can begin to develop a localised strategy to enhance lead-generation on social media:
Local Property Info & News: Such content is a hallmark of a brand that knows what they’re talking about. By pushing localised content, you engage with leads, and keep your estate agency on their minds – in a highly crowded social-media space- for when they are ready to make that ‘converting-decision’ in the home-buying process.
Local Communities: Such as Facebook groups, give access to similar leads under one roof. Allowing your agency to dive straight into communication with future leads that are more likely to convert - due to maintained customer relationships.
Leverage Geo-fencing: A digital strategy that lets you set up a radius for potential leads to receive notifications, when searching for specific terms in a specific area. Allowing your estate agency to better connect with leads, as you know how these leads were triggered – using this to your advantage you could set up better targeted social ads.
Harness The Power of Social Media
Successful digital advertising for estate agents is becoming easier than ever, thanks to the impressive lead reach and dynamic features that make up these platforms. Understanding what each platform has to offer your estate agency, can allow you to put your best foot-forward when generating leads. Here are a few considerations to better make use of social media itself:
Hashtag System: Hashtags have been around for a while now and nearly every social platform has it, so there’s no reason to not get stuck in. Strategically posting content with ‘hashtags’ pushes your content even further than without. These hashtags – especially when strategically selected- will place the right content in front of the right eyes, for that increased conversion rate.
Schedule Content: Most social platforms allow you to set up content in advance to be posted later. This adds a layer of consistency to your content as you’re not scrambling to create on the spot - consistency reflecting well on the brand also. Scheduled content also gives estate agents free time to manage lead generation outside of just posts themselves – in turn allowing for better improvement in social media performance overall.
Profile Optimisation: Simply put, optimising your social profiles with accurate information is just better for your overall SEO position. However, by optimising your profile you also increase qualified leads, as people better understand your brand, moreover optimisation makes office contact easier.
Pay Per Click Ads: as you can set up the parameters of who triggers these adverts, you can more directly target leads who are actively searching. The right advert at the right time means a higher conversion rate on social media.
Get Creative
Last but definitely not least, get creative! At this stage, consumers have seen nearly every marketing ploy in the book, even when disguised as something else. So genuinely take some time to take a step back and figure out how your estate agency can think outside of the box when it comes to social media marketing. Taking the necessary changes to stand out from competitors, will bring an enhanced level of lead generation. Here are a few ways you can start to achieve this:
User-Generated Content (UGC): Such content is created by your leads themselves and it’s because of this, that such content act’s as great social proof for an estate agency. Leads are more likely to trust each other before they trust you and so estate agents can leverage UGC in order to better market the brand, and what it’s achieved.
Video Marketing: Static imagery is becoming less of the standard, and leads are growing to expect video content that offers a better experience of the product being marketed. Moreover, with YouTube on a fast track to becoming the platform with the most views, - it's only right that estate agents consider how they can implement video marketing tactics to tie their social platform growth to that of their YouTube.
Outside of The Norm: We all know the main social media platforms used by leads, however by taking time to consider where else they may be present, estate agents can discover fresh leads in a lower competitive environment. Estate agents may want to consider the boards on ‘Pinterest’, similarly to Instagram, this is a form of visual marketing, however by targeting the different boards, you come across leads with different needs. E.G: Leads looking at ‘city apartments’ vs those wanting something a little homelier.
These are just three simple strategies that estate agents can utilise in order to better the leads generated by social media. The localised strategy creates a powerful SEO foundation for estate agents to maintain a competitive digital presence. Social media is becoming more powerful every day and so understanding the latest in features and integrations, puts your agency in a better position in the market.
Finally, you want your estate agency brand to stand out from the digital crowd and by being consistently creative, you can achieve impressive lead generation results. If you want to learn all there is about boosting your agency’s conversion rate on social media, get in touch with us!
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Nitten and Craig Bees of Bartram & Co., come together for Episode 11 of the ‘Starberry Vlog’ series to break down the ins and outs of a digital transformation - highlighting the impact to lead generation.
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Long gone are the days of treating social platforms as simply another sales channel. Here are ten different ways you can improve your social media posts.
Read more: Shareable posts for social media
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Enhance Website Performance, Maximise Your Leads
Looking to enhance website performance, driving both traffic and maximising lead conversion? Then dive into this edition of the ‘Starberry Insight’ blog to learn exactly why ‘Gatsby’ is the perfect digital framework for developing estate agent websites.
On the latest edition of the ‘Starberry Insight’ blog, we explore website development for estate agents and what we believe to be the most valuable digital framework. No matter the CMS, API or database, Gatsby offers a fast and flexible structure for efficient ‘Jamstack’ website development.
With the internet becoming increasingly mobile-friendly, the expectations for faster website performance only grew. Alongside the dynamic-content that website users have become accustomed too, the need for a framework that gracefully manages all of this while maintaining speedy load-times has become more necessary than ever.
Today we highlight the importance of a digital framework like ‘Gatsby’ and present the many different ways it can help your agency achieve optimal web-performance.
So Why Is the Gatsby Framework So Important?
To understand the importance of ‘Gatsby’, to website development for estate agents,
We must first take a look at the journey of the internet and what led to today’s user expectations.
In the early stages, most successful websites had layers between the user and HTML mark-up, these separated layer’s (HTML for structure, visual style to CSS and behaviours to the scripts) brought about faster downloads, shared resources, backward compatibility and more.
However, with an increase in the amount of content being rendered at any given time, a system to manage it all was required, and so came along CMS. Content management systems greatly improved upon page-publishing, as platform’s no longer relied on file-transfer protocols - giving developers better control in the content being displayed.
Web-applications reached a point of being able to source data directly from API’s. Once again, the gap between content retrieval and its website presentation – closed even more, with an impressive increase on page-to-page navigation and overall UX.
These same applications however came with disadvantages:
• Increased complexity: The increased amount of content, brought in by these applications, only made page-loading longer.
• Change in SEO Criteria: The metrics that search engines used to calculate rankings, evolved to calculate the overall UX. Elements such as page-loading times or smooth web-content navigation could now affect a website’s SEO position.
• Security Issues: Most of these earlier website models were single-page applications (SPA’s). SPA’s are typically more prone to malicious cross-site scripting attacks, when compared to a multi-page application. This is due to functionality being highly reliant on client-side scripting. Moreover, SPA’s also rely on API’s to present data, during these data-request exchanges, exposure can occur to other user’s - if sufficient authorisation isn’t implemented.
The digital world evolved rapidly, SPA’s slowly faded out as multi-page applications became the new norm. Moreover, with a popularity rise in mobile-oriented browsing, the demand was higher than ever for systems capable of managing dynamic content refined from external CMSs, presented all together within a more convenient user-experience.
Estate agents should consider all options when looking to deliver such optimal experiences. However, today we want to explain why you may not have to look any further than ‘Gatsby’.
What Can Gatsby Do for Estate Agents?
Is your estate agency looking to offer a faster UX, but not wanting to rebuild from scratch?
Estate agents have access to a diverse set of features that support faster web-development, especially for those not wanting to rebuild their entire website again, ‘Gatsby’ can offer smoother scalability.
Gatsby’s incremental build feature can reduce web-developers build times by 95%!
This is due to the fact that it is only ever the individual pages that have been changed that actually get built, this solves the issue of long build times. Moreover, it offer’s the website a more streamlined process when publishing-content, overall enhancing the user experience.
Both ‘deferred static generation’, which only builds essential page’s and postpones other’s until a user visit or server-side rendering which rebuilds individual pages on every other visit – come together for increased control over how the website renders content. In turn allowing for controlled scalability and adaptability without having to start with a blank digital canvas.
Is your agency interested in an enhanced front-end performance without a compromise on security?
Unlike Gatsby, many other applications and scripting solutions, create pages that are not fully-optimised. This poor result in optimisation could occur for many reasons:
• Redundant features, injecting redundant code into build
• Complex page for development.
• Unresponsive imagery
• Overuse of plugins.
All of these issues can lead to web-pages flooded with content that are essentially invisible to search-engines. Impacting organic rankings then traffic, which ends up negatively affecting your website’s conversion rate.
Gatsby utilises a unique rendering function that efficiently manages content to be seen and the indexed as necessary. Creating an improved front-end performance, as an organic-ranking increase results in more lead-conversions.
Furthermore, Gatsby protects these web-builds through hosting different access URL’s, which reduces a hacker’s ability to take over. Even minimising DDoS attacks through hosting via global content delivery networks.
Are you looking to improve your estate agency’s SEO positioning?
Google’s latest SEO metrics include ‘Core Web Vitals’ - essentially just a fancy term for performance, responsiveness, and visual stability. Search engines prioritising elements such as content load-times or a web-page’s reaction time to user interaction, make Gatsby’s efficiency more important now than ever.
Gatsby’s has a plug-in network pulling in data from numerous API’s CMSs and databases, each working in tandem to load data from their relevant sources. Contributing to Gatsby’s ability to efficiently load content and reflecting back on devs ability to maintain quality on-page experience on any back-end.
Do you want to maintain high-end performance across your leads devices?
Gatsby is highly platform-agnostic, creating a simple and inexpensive post-build experience for website development. Gatsby’s diverse compatibility allows for significantly faster experiences to be upheld across the most popular of CMSs - Wordpress, TYPO3, Drupal etc.
As technology progresses rapidly, so will the expectations of an estate agency’s leads. Gatsby’s agile scalability allows for estate agents to consistently launch more powerful websites that always match the standard of website quality.
The “headless” CMS framework that is ‘Gatsby’ transforms website-development. From its faster build time, efficient content-loads to features such as the ‘Gatsby Cloud’ - made up of contemporary CI/CD elements that enhance update deployments and site rebuilds.
The digital framework has a lot to offer estate agent’s to create that powerful ‘Gatsby’ real estate website. If you're interested in discovering all there is about ‘Gatsby’ and how it can help your agency convert leads, book a meeting with us, today!
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12 Tips and 24 Examples of Awesome Estate Agent Videos
If you keep hearing you should be doing video to promote your estate agency but have no idea where to start or what you should cover, you’ve come to the right place.
Video marketing for estate agents doesn’t have to be daunting. Our mantra at Starberry is: “Grab your phone and video everything!” You can then easily edit those videos and use them across your entire website and your other digital marketing channels: social media, email marketing, your proposals and other stages of your sales process. It’s that simple.
Watch my video for some inspiration and some great examples of how estate agents can use video to market their business and what kind of video marketing works best to grab attention and generate leads at different customer touch points in the property journey.
From brand stories and welcome video messages on your website homepage to video testimonials, property walkthroughs, video area guides and video bytes showcasing your team, you can easily do them yourself with the tips provided in this video.
Or you can let digital marketing experts like us do them for you. Shout out for more tips & resources on video marketing for estate agents or to find out more about our video service
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How to get your website ready for digital marketing
In the latest episode of Starberry vlog, we sat with Ben & Nitten to discuss the key necessities to getting your estate agency website ready before starting a digital marketing campaign.
A solid website is a good start to a digital marketing strategy as the platform acts as your “single source of truth”, a robust platform communicating what your brand has to offer to an online audience and capturing the leads your business needs.
Dive into what we believe are the first steps that need to be taken to create the best performing website before or when starting a digital marketing campaign.
From the get-go you should decipher who exactly is your audience, discovering your primary targets will allow you to create the most engaging content going forward alongside an effective keyword strategy.
A solid website design can greatly influence user experience and help turn visitors into customers.
This is where design features such as primary navigation bars and burger menus come into play. If you wish to only sell to sellers and landlords, specifically then park up irrelevant information, this allows for better communication across individual pages which in turn improves performance and ranking.
Getting your estate agency website ready for digital marketing means ensuring all individual pages are efficient lead funnels. Primary CTA’s on every page strategically direct users and should be working together with optimised lead- capturing forms; we suggest open forms. Acting as a tracking feature to separate valuations from general enquiries.
To read more click here
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A well thought-out SEO strategy is important for estate agents’ digital presence, as they focus their efforts towards developing long-lasting relationships with potential home owners and tenants digitally.
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