What's the starting point for an estate agent's well-rounded digital marketing strategy?
We get it. When it comes to looking at the digital marketing strategy for your estate agency, you feel like you’re in a minefield. But it doesn’t have to be that way. The key to moving forward with a solid marketing plan for estate agents plan is to take a holistic approach.
Many agencies fail for one of two reasons. They put a heavy focus on branding but ignore marketing. They’ve invested in a fantastic new website with all the bells and whistles. But then there’s no driving power behind the marketing plan itself. So they are stuck with eye-catching tools, but no-one to show them to. Other estate agency marketing strategies flop for quite the opposite reason. They invest in marketing but haven’t upgraded their website. This presents them with a plethora of issues.
Ultimately, if you are serious about harnessing the digital market and boost revenue, you need to create an effortless user experience and a seamless user journey.
By definition "user experience" (UX) encompasses all aspects of your potential customers' interaction with your agency. Your website is the centre point of all your digital marketing systems, and so it should be your number one priority.
To create an excellent website user experience, you need to understand the problems different visitors have to solve. Here are the four common issues that could be holding your website back:
Pointing your online traffic to a broken link is like trying to fill a bucket with a hole in the bottom with sand. You know what they say; you only have one chance to make a good first impression. If a user lands on a broken web page, they will click off and go somewhere else. It’s highly likely that’s to the estate agent up the road.
To avoid this happening, it’s important to make sure all links available on the web are working correctly.
The need for responsiveness is crucial. Arguably, its one of the most valuable ways to improve your website’s usability. Simply put, if your site doesn't do what the user asks it to - and quickly - you've lost that user.
You must keep your page speed to a minimum. Clunky sites that take over 3 seconds to load lose 50% of visitors. That's a huge chunk of traffic that you could be missing to your competitors.
By merely making a few tweaks on the backend and minimising your loading times and improving the responsiveness of your website, you can make a massive improvement to your conversion.
Your site should be easy-to-navigate; regardless of the device your users utilise. However, A whopping 60% of users start their web surfing on their mobile. To maximise on conversions, it’s crucial that your website is mobile-friendly to reach your full potential audience.
Along with the technical aspects of making a user-friendly site, you can also make changes which improve it aesthetically to drive results. Having a clear menu navigation will make it easier for your users to journey across the page effortlessly. The less effort your user needs to put into taking action, the likelier they are to do so. You should also make your ‘call to actions' (CTA) impactful for better results. CTA’s might be to encourage them to call about a property, arrange a viewing, book a free valuation and convince your audience to complete the desired action.
Your online marketing doesn’t have to be a challenge. By implementing a well-rounded digital strategy and improving your user experience you can transform your traffic into conversions. Here at PropertyStream, we’ve already crossed the minefield many time over, so you don’t have to. Let us show you the way. For further insights on digital strategy get in touch today on 0161 672 7820.
If you need any guidance or support about your current estate agency advertising and marketing please contact our lead services team. email@example.com