MARKETING Are you engaged?


Karen Keeman discusses marketing and how to engage with your potential clients online.


T


oday, more than ever before, getting your brand message out to the consumer is a vital part of a successful business strategy. On the


surface, social media, using the likes of Facebook, Twitter and blogs, should allow you to engage directly with your target market but the reality is there is so much ‘noise’ out there, that to carve out a niche and make your message heard, you have to be more creative than ever. For estate agents, directly engaging with


a potential buyer to market properties is a powerful proposition but it needs to be used wisely: regularly but not bombarding, interesting rather than irritating. For a start, if you are going to engage in


any online marketing you have to make sure you use it in the correct way.


28 NOVEMBER 2011 PROPERTYdrum


KIRSTIE AYRES GROUP MARKETING & TECHNOLOGY DIRECTOR, TOWNENDS ESTATE AGENT


The great thing about e-marketing is ease of monitoring and reporting.’


Don’t make the mistake of thinking you can just transfer all your printed matter online. This is a whole different ball game. Any blogs or posts that you produce


need to instantly catch the reader’s interest so potential buyers click through to your website. Major advances in technology have given everyone access to a lot more data and as a result the industry has had to move very quickly in order to keep up.


SILENT COMMUNICATION


“We rely increasingly on communicating electronically with our clients as this is often how they prefer to work, particularly for those with demanding jobs who simply can’t make/receive personal calls during office hours,” said Kirstie Ayres, Group Marketing & Technology Director,


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