Estate Agency Marketing survey RESULTS
Agents must replace ads with content. WHETHER OR NOT YOU USE THE LOCAL PROPERTY NEWSPAPER, ESTATE AGENTS SHOULD TAKE NOTE!
Press release published in both Estate Agent Today
and Property Industry Eye in July 2017.
Following research conducted by Estate Agency Insight, the specialist consultancy headed up by well-known industry trainer and marketing consultant Richard Rawlings, a gaping hole has been discovered that highlights the way in which many agents are failing to adapt their marketing content in order to win business.
Last week 376 agents responded to a survey by the consultancy, that sought to identify the validity of agents’ use of advertising in their local property newspaper. “I’m a great believer in the continued use of local newspaper advertising alongside other forms of marketing,” said Rawlings. “Pre-internet, newspaper advertising was primarily intended to attract buyers but it always seems to me that agents have not recognised the need to adapt their content in order to attract instructions, not buyers. The results of the survey certainly indicate that agents are massively failing to harness the opportunity to impress the very people they seek to attract – local homeowners.
“Fifty one percent of respondents said they regularly advertise at least one page in the local newspaper. Only 8% of these stated that their main reason for doing so was to attract buyers. 83% said that their primary reason for advertising in the paper was to either attract instructions or to maintain visibility/brand promotion. Yet 70% of these agents simply continue promote their instructions through traditional style property ads – with no meaningful market comment, no relevant selling advice, no expert opinion. The red agent, the blue agent, the green agent….
“In a massively competitive environment where distinction is everything, how can you expect to gain instructions if your advertising fails to convey your agency’s expertise, style and personality?” continued Rawlings. “Today’s public, especially millennials, expect generosity at every level with no strings attached. It’s no longer about getting, it’s about attracting. (ends)
Richard Rawlings can provide you with bespoke marketing content for your estate or letting agency. During July 2017, he is offering a FREE two-year letting article pack (104 articles) when you buy a sales agency pack, subject to exclusive availability in your area. Please request some samples and pricing options VIA THIS LINK.
Please Expand view to see enlarged survey results: