Digital marketing in property is extremely challenging. However, other industries have managed to develop effective approaches to such challenges.
Similarly, these challenges can be overcome for property too.
Many business owners daunt non-traditional ways of reaching their goals for the well-established industry.
However, with the increased digitalization globally with a special reference to Singapore, digital online marketing provides the only best option.
As Singaporeans shift and adapt to digital marketing, it gives you the perfect opportunity for you to market your property agency.
This article highlights ways to market your property agency in Singapore.
What You Know and What You Don’t Know
You are already aware of the Singapore local competition as a property agent. You know the demographic population who are your customers and are bound to become prospective home buyers.
.More so, you know your community knowledge and how much effort you put into marketing your brand out there is what creates your business foundation.
What you should now be aware of is that majority of Singaporeans are going online in the search of the best property agency. The internet is now providing home scouting sites and listing services from top companies.
You need to put more effort to secure clients in the current business trend as the majority of the people have shifted from the traditional system.
Keeping up with these changing trends is an ongoing development process, and you don’t need to feel pressured. You will maintain your knowledge hold on marketing but add up a few new tools to help you keep up with the online medium shift.
With this, we want to give you a few tips to help you market your property agency in Singapore successfully.
Digital Marketing Tips For Property Agents In Singapore
Defining Your Goals
For your goals to be achievable, they need to be specific and measurable.
Decide on what you want to achieve and let it be well specific — measurable means that your goal should be realistic regarding both business metrics and time.
The goals should not be unrealistic. In a highly competitive property industry especially in Singapore, everyone wants to outdo their competitors.
Rather than generalizing your goals, for example, generating leads, you should frame your objective as generating ten leads each month.
This way, your business is put into manageable pieces that are easily achievable.
The sales funnel contains four stages. It begins with the awareness stage in which you market your business brand to online users for exposure. In the second stage, the interested clients are converted into perspective leads.
You will then nurture them to become your business customers at the decision stage.
Lastly, you will lead your customers into the action of buying your products and services.
We may not help you make a sale, but we can help you in the crucial stage of building a foundation for driving traffic and the decision-making process for converting clients to prospective customers.
This is through establishing your agency on online platforms. The next move is to make them value through content marketing. Content marketing entails eBooks, blogs, pictures, polls, and videos.
The massive following won’t be developed overnight hence patience is key.
Remember your target audience is carrying out their research before they can flock to a property agency and thus you need to be on their platforms for you to get their attention. You need to design a sales funnel for the future.
- Social Media
There is no better way of establishing your property agency than through social media.
The majority of Singaporeans are available on most social platforms including Facebook, Twitter, Instagram, and LinkedIn. Other than interacting with your property agency clients, more Singaporeans get into social media platforms to investigate more about their potential property agencies.
For best results from social media platforms, you should ensure you use quality blog posts to educate your clients, taking note of online users’ thoughts by directly chatting with them and making efforts to promote your community rather than concentrating on your agency alone.
More so, sharing videos through social media especially live videos is the perfect way to engage online users more.
Advantages of social media marketing include gaining credibility and traction from your online followers and boosting your online presence which will have a significant impact on your business SEO site.
Your Business Website
Your business website acts as the face of your business on online platforms and is crucial in funnelling traffic towards your site.
With the majority of Singaporeans using mobile devices to access property sites, you cannot afford to have a poorly optimised website.
our website needs to be mobile-friendly for a higher ranking on the search engine result page.
Your business reflection is viewed on your website.
Property agency is about high-quality photos on your site for your followers to see you as the captivating agent you are. Pictures speak volumes about your site.
Avoid a website that is spammy and overcrowded with information.
This way, it will be easy and fast for your followers to access your site from any device. Try and display your catalogue of work through photos of design cues.
Most property agency managers use a form of internet data exchange (IDX).
It has risen to become a standard in the industry, and you are just hurting your agency by lacking it.
This software acts as a reference point for your website functionality that gives your customers a reason to keep coming back. IDX stores searched information for online visitors hence driving them into your sales funnel.
One of its primary use is the integration of MLS listings into property feature search.
Some of the IDX guidelines include keeping it up to date, posting IDX listings only when the seller wants to be listed, and supplying IDX listings and info to non-participatory third parties.
Others include providing the IDX with information that does not go in line with MLS and lack of adherence to MLS policies and property listings that are not approved by MLS.
HTTP VS HTTP
Your customers need to gain trust in your property agency website. One way of getting trust is getting an SSL certificate for your URL to be HTTPS rather than HTTP.
This assures users that the site is safe for them to share information.
You can consult a web design company to help you design a good website for your clients.
They have expert professionals who have experience in the property agency industry to help you realize your web design goals.
Search engine optimisation (SEO) is one of the areas that you cannot afford to assume.
Most interested property buyers or sellers start with a google search to find the potential property agency. The search engine results page (SERP) has a high competition where you need to feature for you to have an extended marketing field.
More top ranking is a result combination of your website’s trustworthiness and quality technical performance.
Keyword research is essential in reaching your demographic audience. You want to establish what specifically your target audience is searching for.
Boosting Your SEO
One of the effective ways of having a higher search engine ranking is the use of quality and relevant content for a specific keyword search. Make sure you do not overuse the keywords.
Secondly, your site should not have dead-end links and unreachable pages.
Interlinking your business site with social media accounts is suitable for lead conversion. In line with this, your website should be mobile-friendly as most internet traffic is coming from mobile devices.
Lastly, quick responsive page loading times prevent your online visitors from leaving due to frustrations. Try and incorporate the best practices for a dynamic SEO.
Rather than just ranking your website higher on the search engine page through search engine optimisation, you want to get the relevant local traffic.
You can use google analytics to check whether you can reach your target local audience in Singapore. To optimise your local SEO, you need to digitalize your online assets and your locations.
Local online users are more likely to convert to prospective customers.
To achieve this, you need to list your target locations and city as keywords. More so, you should list all, your operation areas on your website and incorporate an address or map.
Your business addresses should be similar on all platforms and improve your credibility by asking for testimonials from past clients.
Online advertisement is a great method of establishing your online portfolio. Google ads platform uses cost per click for your advertisement to appear in the advertisement section.
Social media advertisement focuses more on brand awareness rather than lead conversion.
Instagram and Facebook use a cost per 1000 impressions while LinkedIn provides both CPM and CPC pricing depending on your choice.
You should correctly budget for your advertising costs to ensure higher ROI.
Classic advertisements will help owl people to click on your property agency over your competitors.
Blogging Content Marketing Strategy
Content marketing can give you an edge to become the figurehead property agency in Singapore. The majority of people make crucial decisions and careful thoughts in buying properties.
The visitors are not likely to visit your site if you just engage in a simple advertisement. You need to convince them through expert blog posts about the industry.
This way, the customers see you as the lead expert who is knowledgeable about all the industry research topics. Home buying and community articles take care of your local consumer demographic.
More researched blog posts showcase your expertise and keep you above other business competitors.
Upload the blog posts on all your social media platforms and website to promote your property agency.
Nurture Your Clients
Property agencies to a large extent involve maintaining contacts with your clients. This way, they can connect you with their close relatives, friends or coworkers who need similar services.
The best way of nurturing your clients is through email marketing.
The fact is that it has a higher ROI which makes it more useful.
For more efficient email marketing, improve your client’s database, make definitive priority lists on levels of engagement and use drip campaigns to raise interest levels. Send the relevant emails to the clients that you want to nurture.
Automating the process is much more comfortable. Though email marketing is a suitable method to nurture your customers, it requires time and optimisation.
11 Social Media Marketing Tips for Property Agents
Buying a house or home is a major financial and emotional decision for everyone.
Although the recession is being experienced globally, the demand for new properties is still high.
As a property agent, having a robust digital marketing strategy will enable you to connect with potential clients better.
Twitter, Instagram, Facebook and Pinterest, Snapchat, and TikTok are marketing powerhouses.
Here are 11 social media marketing tips for property agents that you should use today to get ahead of your competitors.
Promote Not Just the House, But Also the Town
Even though potential homeowners are more interested in the house, they also want to know the status of the town and the surrounding areas.
The city’s good, bad, and ugly aspects significantly influence their decision to either buy or sell the house.
One of the mistakes you should avoid is using flowery marketing language to convince customers to purchase houses. Well, such information will cover your bottom line, but you need to promote the town on social media platforms to get tangible results.
The information will give buyers a deeper understanding of the neighbourhood, helping them make an informed decision.
Most cities have popular hashtags on platforms such as Twitter that you can include in your post to increase the visibility of your content.
That is, use handles to market the properties listed in the cities and towns that you service.
Instagram is one of the most active and popular photo and video sharing-based social media platforms. Use it to showcase primer properties on sale by posting quality photos and videos.
Be Authentic, Be Yourself
In the quest to become the leading property agent in your area, the temptation to use inaccurate information to win the hearts of unsuspecting homebuyers will become more prevalent.
Such unproductive strategies will only result in temporary success.
Soon, the target customers will get wind of your tactics and move to your competitors. For example, most agents hire ghost-writers and copywriters with no knowledge of the town to craft marketing copy.
The content is often inaccurate and so doesn’t move the needle.
Based on experience creating digital marketing campaigns for realtors, customers gravitate towards agents and brands that connect with them at a personal level.
There is no shortcut to creating authentic social media content that is authentic and in line with the vision of your real estate agency.
The bottom line is to create social media marketing campaigns that shine your inherent personality on the different platforms.
Authentic content is more effective in spurring engagement and starting conversations with qualified leads than unauthentic content.
The latter rarely convince clients to pick the phone and call you or write an email inquiry about the properties on sale.
Post Succinct Content Consistently
Like other industries, online homeowners who rely on social media to learn about properties available for sale in different towns and countries are bombarded with countless ads daily.
They are tired of seeing these ads on their news feed and often ignore those that seem spam.
Stand out from the crowd by being authentic, as earlier mentioned, and post consistently to keep the customers engaged and interested in your realtor agency.
If you don’t post often, potential clients will soon forget about you and choose to do business with other property agencies.
Consistent posting will keep your social media channels active and help you compete effectively with other agents.
The audience will also get accustomed to expecting fresh posts packed with valuable information on specific days and times.
In addition, the most content you post on social media, the more followers you will win.
Consequently, research to know which times of the day the target audience is online. Post when a majority of them are online to get the most results.
Chat with Your Followers
Your social media followers are not just interested in interacting with the text and visual content you post on your profile.
They want to know that the person on the other side of the computer is honest and genuinely focused on helping them make the right buying decision.
Unlike people, potential home buyers rarely call property agents to inquire about a neighbourhood or property.
Instead, they comment on posts and expect the agents to respond publicly instead of sending private messages.
Also, most rely on Facebook’s new recommendations feature to get information about properties that best match their preferences and interests.
Therefore, fine-tune your social media marketing campaign to be more outgoing and open-minded.
Do more outreach and answer followers by responding to their comments and chatting with them via messages.
Install a chatbot on your channels to promptly respond to their questions, even offline.
Use More Video Content
Video content has, over the years, proven to be more effective in generating leads and sales than other content formats.
The demand for quality video is insatiable, as evident from the many hours people spend watching videos on YouTube, Facebook and other platforms.
For example, Facebook records more than8 a billion video views daily.
Adjust your schedule to get ample time to shoot and edit videos of properties you’re selling.
There are hundreds of free and premium video editing tools that you can use to develop resounding videos.
Here are the top 10 video editing software you can use to enhance your social media marketing campaign.
Note that quality videos that resonate with the target audience’s expectations and pique their attention have a higher chance of going viral.
You enjoy massive visibility across different channels if your videos go viral without spending a fortune.
Although the business landscape is highly digitalised and powered by new technologies such as artificial intelligence and machine learning, word of mouth is still effective in generating sales online.
You will get more results from your property social media marketing campaigns if you don’t just videos you create in-house but also user-generated content (UGC).
UGC refers to reviews posted by customers who have purchased properties through your agency in the past.
Research shows that user-generated content results in approximately 29% more web conversions than other conventional digital marketing strategies.
On average, online customers spend 5.4 hours daily reading user-generated content before making buying decisions.
Another staggering statistic is that 25% of search results for top brands in real estate and other industries are dominated by links to user-generated content.
Based on this fact, it’s recommendable to not just rely on marketing materials you create in your office but also publish content (videos and reviews) from past clients.
Such content will supercharge your social media campaigns by convincing customers who are undecided that you’re the best property agent in the market.
Request clients to post text and video reviews on your social media profiles to help get our name on the map.
The more reviews you get, the more sales you will generate over time.
Respond to both Positive and Negative Reviews
This social media marketing hack for property agents is closely related to the UGC tip above.
As you go deeper into social media marketing, you will get positive and negative customer reviews in equal measure.
Most property agents make a costly mistake by only responding to positive reviews.
They delete, hide, or ignore the negative reviews. Unknown to them is that such actions hurt their credibility in the market.
Ideally, responding to negative reviews shows potential customers that you genuinely care about their investment goals and want to help them get the best properties in the market based on their budget.
Resist the urge to be defensive; instead, agree that you or your team failed and offer a solution.
When conversing with disgruntled customers on social media, your goal should be to understand the root cause of the problem and offer amicable solutions.
Once the issue is resolved, request the customer to post a follow-up review in the same thread to show other clients that you are a professional and want nothing but the best for them.
Hold Live Sessions and Webinars
Earlier on, we discussed the need to establish a connection with potential property owners. Give them more access to your agency by holding live sessions and webinars at least twice or thrice per month.
The live session can cover frequently asked questions about the process of buying a property in the areas that you service. There is no shortage of topics you can discuss in the webinars and live sessions.
Request your audience to submit questions or topics they would want you to discuss in the session to make them more inclusive and relevant.
Promote the sessions or webinars by posting webinars or banners on all the social media channels that you use for the market to attract as many attendees as possible.
Go the extra mile to record the sessions and post them for people who don’t attend the live sessions.
For instance, you can decide to post the webinar on YouTube with proper hashtags and title tags to increase your clientele reach. Like other posts, respond to comments to spark a conversation.
Stop Shouting about Your Property Listings
Well, when marketing via social media, it’s normal and okay to inform your followers (both new and existing) about the properties that are on sale.
The information you dispense about them will help the buyers decide whether to buy or move on to available listings.
That said, you should avoid making the property the main focus of all your conversations on social media.
Instead of posting reviews of a house that you feel is right for your followers, spice things up by answering common questions that sellers and buyers ask you.
Such posts are effective in marketing the house and more insightful and valuable to potential customers.
The information will also show them that you are an authority, giving you more social media exposure.
Making the Assumption Your Customers are First-Time Buyers
24% of home buyers here in the United States are between 41 and 50 years old. 21% of them are first-time buyers keen on making the right investment decision using your expertise and knowledge of the real estate industry.
Based on this fact, you cannot afford to craft a social media marketing campaign, assuming that all your customers are first-time buyers.
The chances are that some of them have a series of other properties and are conversant with the process of buying or selling a house.
Use the comments sections and interactions you have with customers to learn more about their needs and preferences. Use the information gathered to decide which type of content to post on your profile.
The rule of thumb is to create content that suits all buyers, from seasoned home buyers to clients who are in the process of buying a property for the first time.
Striking a balance between the two will ensure that you endear your agency to a broad audience and steadily grow.
Ignoring Your Audience Preferences
Yes, you may be an expert in the real estate industry, but you shouldn’t make every photo, tweet and post on Facebook or any other platform about you.
Such posts will hinder you from realising the full potential of your campaign and agency.
Understand that social media marketing is more about listening to what the followers say and not just talking about what you offer. Pay close attention to what followers are saying about your brand and you.
Use the info to improve your social media marketing campaigns accordingly and keep tabs on industry trends.
Get in touch with MediaOne Marketing for more social media marketing tips to help you scale up the ladder of success.
We look forward to hearing from you.
Property agency digital marketing is similar to other industries.
However, it comes with its unique challenges. Your digital marketing should involve the development and establishment of online domination in a move to boost your followers and guide people down the sales funnel.
Use all the multiple platforms available by ensuring that your social media account is well updated and active while your website is easily accessible and correctly optimised for traffic.
Maintain your customer base by providing regular blogs as a way of content marketing as well as following them up through emails.
These strategies will result in massive lead generation for your property agency and give you a step ahead of your Singapore competitors.
There are a variety of digital advertising agencies in Singapore that you can consult to help you to establish your agency online.
The only remaining thing for you is to take action today, and your future will thank you.