MARKETING
improving the service we provide as a market leading estate agent,” said Judd. James Moran in the Winkworth South
Kensington office says Brief Your Market is very forward thinking and has allowed them as a company to really target their market by specifically sending relevant reports out to their database of clients. “What makes Brief Your Market work is that clients can subscribe to specific parts of the newsletter so they are only receiving what is really relevant to them,” said Moran. “We have been using it for about a year now and have found that it is a non- intrusive way of communicating with people and we recently got an instruction through it so we know it works for us.” Moran explained that at least 70 per cent
of enquiries come through online marketing and the questions that they get asked before winning an instruction are very different from a few years ago. “Now when we visit people to win an
instruction, one of the first questions they ask is what portals we will use to feature their property. It is so important that we are on all the big portals and we will also spend extra money to have featured property positions on Primelocation and
Beresfords use Brief Your Market to reach the consumer in the most effective way possible.
Rightmove,” added Moran. An interesting development from the
rise in online marketing is that the buyer today comes to the agent in a very different position. “Five to eight years ago, the relationship we had with a buyer was very different,” said Moran. “We were often their first port of call and we could develop a relationship with them from the beginning. Today, buyers know what they want as they have been doing their homework and viewing properties online. However, nothing can take away from viewing a property for real and that is something that
we make sure our agents understand.” Similar to Brief Your Market, but with
a different presentation style, Flamefish is a media company that says it helps independent estate agents to compete with the larger chains by raising and maintaining their brand profile in the high street. Flamefish says it achieves this by
producing and delivering an individually branded property market e-zine of the quality that is normally associated with the very largest estate agents, at a pricing point that is accessible to even the smallest of agencies.
PROPERTYdrum NOVEMBER 2011 31
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67