Now more than ever, the housing market is highly competitive, emphasising the importance of marketing property. With rumours of a recession looming, estate agents and developers up and down the country are finding it increasingly difficult to complete sales. What’s more, to even generate leads.
Fortunately, just a stone’s throw away from London is Essex based marketing agency Construction PR. Day to day, we help businesses within the housing industry to flourish. With over 13 years of experience under our belts, we have ridden the waves through every high and low for the construction sector.
To help you during this tricky time, we thought we’d share some of our top tips for marketing property in the current climate!
1 – Don’t neglect email marketing
Despite many thinking this tool is now redundant, email marketing is still one of the most lucrative techniques out there. In response to the pandemic, many businesses increased their digital marketing, making competition rife. Many did not, however, focus on email marketing. This was a big mistake for these companies as it is now estimated that engagement with email’s is 96% higher than ever before!
There are many ways a business can utilise email marketing, including sending out monthly newsletters, property buying tips, and much more. Email marketing is also useful for keeping potential homebuyers in the loop, helping to ease the anxiety that comes with moving home. A simple gesture like this can go a long way and will make your customers feel welcomed by your company.
2 – Focus on user experience
If you are not already online, you are likely missing out on many potential customers. The new generation of homebuyers are more likely to take to the internet than they are to peruse the window of an estate agent or flick through a newspaper. As many of you will already know, having a website is vital for effectively marketing property, providing your site is easily navigable, that is.
Any property website should be centred around user experience. If a user is able to navigate around your website and find what they need on your site, they are more likely to stay on the page once they land there. The home page will be paramount to this. You need to ensure you grab their attention and allow them to find exactly what they need as soon as the land on your website. Achieving this can be done by including calls to action, vibrant imagery, and a comprehensive but easy-to-use menu.
In addition to the above, your website should also have a quick loading speed. This factor can be the difference between keeping a customer on your page and losing the business to a competitor. If customers are leaving your site soon after they have landed on it, this will increase your bounce rate, negatively affecting your SEO.
3 – Don’t forget SEO!
One of the most vital tools when marketing property is ensuring the SEO of your website is up to standard. If you are not familiar with this, let us explain it to you!
SEO stands for search engine optimisation and is the process undertaken by a website to make it more appealing to Google’s search engine algorithm. Having a good SEO value attached to your site will boost your rankings on the search results. This will allow your site to be more visible to those searching the internet for properties.
The process of optimising your website for marketing property can be a lengthy one, with lots of different factors to consider. This being said, one key area to focus on is keywords. This should be a fundamental part of your strategy.
Keywords are any terms or phrases that are commonly searched for by potential consumers. In order to optimise your site, it’s important that you pick the most popular of these and include them in your content. Keeping this relevant is vital, however, so make sure that you bear this in mind when writing. Throwing in unsuitable terms left, right, and centre, just for the sake of it is called keyword stuffing. This is a black hat tactic that is frowned upon by the algorithm. Using this technique could even end up negatively impacting your SEO value, decreasing your visibility on the search engine results page (SERP).
When writing, focus on including the keyword within the first sentence of every blog, within your meta tags and descriptions, and within the title. All of these tips combined will help to boost your SEO value and ensure you are ranking above your competitors.
Utilising professionals for marketing property
Whilst the above tips are going to help you market property more successfully, they are only the tip of the iceberg. Marketing is a full-time job, and it takes time to see results. Whilst having a team in-house may be suitable for some company structures, for a faster, fuller impact, it often pays to outsource this task to the professionals.
Struggling for time with your marketing? That’s where we come in! We have been working within the property industry for over a decade and understand exactly how it works. Our agency has multiple departments that all work together under one roof (no freelancers here!) to produce marketing materials that are of award-winning standard. We often get together to brainstorm ideas, drawing on a variety of experience and skills.
Construction PR services
At our full-service digital marketing agency, we offer a wide range of services. These include:
- Social media management
- Public relations
- Graphic design and branding
- Crisis management
- Content Creation
- Search engine marketing (SEO & PPC)
- Event planning and management
Contact Us
Taking your property marketing to the next level requires dedication and skill, two things the Construction PR team have in abundance. We want to help you get the most out of marketing!
If you think we would be a good fit for you, get in touch with our friendly team today – we would love to hear from you!