Digital marketing– cyber targeting
Andrea Kirkby looks at building business with email marketing and digital magazines.
M
ost estate agents are up to date with what their websites can do for them – but the internet offers many other methods of interaction
with customers. So far, relatively few estate agents seem to have taken full advantage of the opportunities, particularly when it comes to strategic, rather than tactical, marketing. For instance, agents are becoming expert at using email for sending out details of new properties on the market. That’s at least partly because many website packages and database programmes include this as an element of support. But they’re less confident when it comes to using email for general marketing. Besides, the monthly property listing which was many agents’ most frequent marketing output, has been rendered obsolete now that property details can be forwarded to potential buyers by email or even SMS text as soon as the property comes on the books. Regular email newsletters can help build
long-term relationships with customers simply by keeping in touch and by demonstrating agents’ expertise. They can demonstrate an agent’s knowledge of the property market and the local area in an interesting way. Particularly relevant or attractive new instructions could feature as
‘Our newsletter helps us to keep in contact with
our clients and also enables us to update them on Black Brick news and success stories, helping promote
the business’s brand.’ camilla dell black brick
‘property of the month’, and local market statistics – easily sourced from the free information provided by property portals – can be added to agents’ own statistics for a broad view of the market.
information, not spam One agency that produces a monthly newsletter is London-based property search consultancy Black Brick. The stylish white-on-black branding makes it distinctive, and it focuses on the prime London residential market. Camilla Dell, Managing Partner, says, “The newsletter provides a round up of what is currently happening in the prime central London market. We look at what all the main research houses are saying (Halifax, Nationwide, Savills, Knight Frank etc) and put this into context with what we are actually experiencing on the ground.” She believes press reports often feature conflicting statistics, which sometimes lag behind the reality of the market, by publishing a monthly update, Black Brick can give its clients better information.
PROPERTYdrum SEPTEMBER 2010 19
THREE OF THREE
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