The legacy of 2020’s multiple lockdowns and regulations led to a rise in properties being viewed and let via digital channels. As a result, there has never been a more vital time for letting agents to push forward with strong digital marketing strategies to generate leads.
But, what if you’re not seeing the results you hoped for through your website? Here are a few ways you can encourage growth within your agency through effective digital marketing techniques.
Get active on socials
Improving your social media presence allows your agency to engage with potential landlords and tenants, and it helps you develop your online presence which can generate leads. Letting agents who want to increase engagement and build their reputation in the local community need to create a strong social media strategy that focuses on their key channels, be it Facebook, Instagram, Twitter or TikTok.
From there, agencies can create suitable content that fits the style of that channel, such as entertaining and informative short-form videos for TikTok, photos of aspirational properties on Instagram or daily updates of new properties coming to market on Facebook. Make the content useful, engaging and share-worthy to boost follower counts.
Optimise your website
Your website is essentially your digital shop window and since most people seeking a property begin their search online, you could be missing out on business if you’re not optimising your site. Keeping your site looking its best helps you to stand out and gives you a competitive edge.
Search engines favour localised content when delivering search results. Localisation improves a website’s search engine optimisation (SEO) by incorporating region-specific keywords, helping it rank higher in local search queries.
Not only should your website look professional but you also need to consider the user experience by making sure it’s easy to navigate, that users can find what they’re looking for easily and that the information you’re providing is relevant and up to date. A great user experience is critical to boosting conversions, while also increasing the chance of users returning to your site, and your business, again in the future.
Update your Google Business Profile
For letting agents, local discoverability is critical to the success of the business. With this in mind, a well-optimised Google Business Profile can work wonders in helping local users find your agency and services more easily. It’s an underutilised marketing tool that could increase your chances of being found in Google searches, particularly when you consider the fact that 46% of all Google searches are seeking local information.
To update or create your Google Business Profile, make sure you’re including:
- your business address
- contact details
- plenty of photos of your business, and
- regular content, such as update posts, video content or reviews and testimonials.
All of these pointers will help to enhance your Google rankings and provide a better service to people in the local community looking for your services.
Build backlinks
A strong backlink profile is an essential part of any successful SEO strategy, and the value of high-quality backlinks from authoritative sources is higher than ever. For the property sector, anything you can do to rise above the competition is worthwhile, and since backlinks are so important for search engines as a signal of expertise and relevancy, they need to be a priority for agencies looking to expand and build their online reputation.
By increasing the number of external links pointing to your website, through high-quality content and a well-thought-out content strategy, you can significantly boost your rankings and improve the chances of people finding your services online.
Nurture leads through email
Email marketing is another great way to nurture leads into clients, and while it can take longer than some other forms of digital marketing, the benefits are considerable and long-lasting. From sending out monthly newsletter with tips on how to let a property or updates on the market as a whole, to emailing landlords who have gone with another business to see why they didn’t choose your agency, or reaching out to see how clients are faring in their property search – there are various ways agencies can utilise email to build lasting relationships with existing and potential clients.
Not only does email marketing provide an opportunity to engage with existing and prospective clients, but it can also help in encouraging repeat business and referrals too. It can also be used to highlight blogs or social media content you’ve created and celebrate successes in the business that clients may not be aware of.
Position your agency as the experts
Consider the ways you can position your agency as the local experts of your area through your content. It helps to narrow down your target market and consider the types of clients you want to attract to your estate agency. Are you a specialist in professional let, student accommodation or family homes? Showcase your knowledge of these niches and use the content you create to appeal to these groups.
The more targeted your content is, the more likely you’ll attract these clients to your business. It might be through in-depth, informative blogs and guides, or maybe you become the go-to resource for answers to specific questions that they have. By developing these resources for your clients, you build trust, credibility and brand awareness with your audience, which helps to encourage them to use your business when they’re ready to put their property on the market or find somewhere new to live.
Use property portals
Expanding the reach of a property is essential for success and property portals, such as Citylets, are a great solution that provides excellent volumes of leads and enables property owners to reach a broader number of tenants, and helps renters to find their perfect property. It’s a faster and more efficient way of searching the property market for users and provides significant marketing opportunities for agencies.
Agents who want to scale up their business need to leverage the power of digital marketing, through the likes of social media, Google Business Profile, email and CRO techniques. By staying active online with curated, carefully considered content, letting agencies can stay ahead of the competition, boost engagement and generate leads in the local community.
