There is no perfect solution to winning new business
It's a case of tinkering away with various marketing and sales approaches until you find the right combination. And the right mix at one point in time may not be as effective at another. A football manager has similar challenges, testing out various combinations, finding the perfect striking team and then frequently adjusting the system or players to maintain a winning formula.
Building life-long conversations
Marketers can spend hours poring over metrics, comparing and contrasting the results of one strategy against another. Yet we don’t all have time to be so analytical. There are also aspects of marketing that are difficult to apply a metric to, like the crucial act of building a strong brand. The key is to cover the basics and keep an eye on success stats when you can.
And in terms of finding the right marketing combinations, think about the marketing mecca of how you can reach the right people, with the right message, at the right time. In the property sector, it’s important to build your sales pipeline over time by sending out consistent marketing content that builds a strong brand identity and position of trust. Aim for your content or marketing materials to land in front of people in the process of selling their property or considering doing so, with a tailored message that’s relevant to your audience and their circumstances.
Make it relevant, interesting and visual
Dataloft Inform + Spectre is a great example of a combination that works. 71% of home movers rated ‘They have good market knowledge’ as a reason for choosing their agent*. Dataloft Inform + Spectre prospecting letters allow mutual clients to automatically share local market stats and insights in order to gain the recipient’s trust and help the agent win more instructions. The letters land on a doormat at the time when a homeowner is already on the market or considering selling their home. It's a chance for an agent to show that they invest time and energy into understanding the market (brand building) and the timing means that it gets to the right person, at the right time.
Get experimenting, because there will be other combinations that work too. Whatever your strategy, make sure it's connected. For example, you could add a call to action on your stat-fuelled letters prompting people to read more about their local market on your website or order a monthly market report, taking them on a journey. Get them to invest their time learning about what you can do for them.
“Good marketing makes the company look smart. Great marketing makes the customer feel smart too.”
*Property Academy Home Moving Trends Survey 2021, analysed by Dataloft.
Rory Black | Director, Dataloft
71% of home movers would choose an agent who had good market knowledge.
Property Academy Home Moving Trends Survey 2021, analysed by Dataloft.
