There is a real opportunity for growing your real estate agency by expanding the letting side of your business. This is highlighted in CML’s research. They found that over one third of landlords have never used a letting agency!
There are two main challenges when marketing to landlords. The first is, where do you find landlords? We know that they are more than likely living in the same area as the house(s) that they’re letting, but how do you get your marketing material in front of them?
The second challenge is, what is your approach to target landlords? You can’t segment them into different demographics because anybody of any age could be a landlord.
Instead, you have to group them together by the circumstances to which they became a landlord. By doing this you can create a targeted marketing strategy.
By reading this five step digital marketing for estate agents guide, you will learn how to get targeted ads in front of landlords in your area. This in turn will channel highly qualified traffic onto your website.
Step 1: Search Engine Optimisation
With an increasing amount of online estate agencies and with more of your high street competitors turning into brick & mortar / online hybrids you need to find a way to climb to the top of the online pile. This can be done through search engine optimisation (SEO).
By focusing on organic search Landlords will come to you instead of you wasting time and effort trying to find them.
There are two kinds of of SEO that you should focus on:
Local SEO: focuses on geo-specific searches. This will help your agency appear when landlords are searching for information in your area/city.
Tip: If you have more than one branch then make sure that each of them have separate pages on your website. This will give you optimum search visibility for each one.
Global SEO: this is your organic visibility at large. By working on this your website will attract landlords that are looking to invest in new locations.
Step 2: Content Marketing and Downloadable Content
In order to create a successful inbound marketing strategy you must have content that landlords are interested in and will find useful.
As highlighted in the introduction, you can segment landlords into circumstantial groups. Then create a blog and publish weekly posts targeting each segment.
Some examples of circumstantial segments are; Landlords with large portfolios and need help managing all of them, people that have inherited a house and now want to let it, and people that have moved house but are waiting for the housing market to improve before selling theirs.
Tip: spend time doing keyword research and make sure that your article is keyword dense. This will help improve your rank for that keyword.
Another content idea is to create downloadable eBooks. Make users exchange their name, email address and contact number to download your eBook. Once you have this information you can then contact your lead with direct emails.
Tip: Use your specialist knowledge of your area to create step-by-step how to guides that are available for download. Manchester 2019: Buy-to-let guide, is a good example.
Step 3: Google Advertising
Get your ads in front of landlord who are debating whether to use a letting agency or not.
Do a thorough keyword research to find the search terms that landlords at the middle/bottom of the conversion funnel are using when researching about letting agents.
Create Google Ads for these keywords that take the user to a specific landing page that has a clear call to action, such as a contact form.
Tip: add written or video testimonials from your landlords to add credibility to your agency. This will make landlords more likely to convert.
Set up remarketing campaigns for users that have entered your website but did not convert. To make sure that you are only showing your remarketing ads to landlords, create an audience that only includes those that have read your articles targeting landlords.
Step 4: Social Media Marketing
Reports conducted in late 2017 show that around 70% of 38-51 year olds and almost 60% of 52-71 year olds use Facebook. Therefore, landlords of all ages will more than likely check out your agency’s Facebook page.
You should organically build your facebook profile so you can impress landlords with your productivity. This can be done by posting weekly content and ads for your current houses.
Facebook also offers another avenue of communication with Facebook Messenger. The more potential touch points, the better.
Instagram can be used to showcase your current portfolio with professional pictures and housing inspiration. Use hashtags to organically grow your following and make it easier for non-followers to find your page.
Use Linkedin to publish your customers testimonials. This will build your brand image as Linkedin is more business minded, so testimonials posted on there will carry more credibility.
Facebook remarketing ads can be used to retarget users that have already entered your website. This will work in a similar way to Google Ads remarketing.
Building your brand image across social media platforms is important as estate agents are currently rated as the 5th least trusted profession in Britain. A strong social media strategy shows transparency as you cannot hide what your customers are saying about you.
Step 5: Reporting
The final step that brings all of these components together is reporting. You want to see how users are interacting with each channel and how the channels are interacting with each other.
Your website needs a conversion goal set up in Google Analytics. This can be a phone call or a contact form submission. Tracking goals will allow you to measure how many times landlords visited your site before they convert and which traffic source is performing best.
Seeing the most common conversion paths will allow you to optimise your websites conversion funnel and continuously improve your digital marketing strategy for getting more landlords.
Do you need help creating your websites conversion funnel? If so then give us a shout!