Most of our estate agent clients want us to generate more leads from their website. To do that, we focus on 3 main marketing campaigns, as follows:
These campaigns aim to reach prospects who have not yet engaged with the brand. They could be actively searching to buy, sell, rent or let a property, or could be of certain characteristics which match those of the targeted personas.
Typically, we run our acquisition campaigns on Google and Facebook.
The number of new leads we can generate depends on the budgets we have to spend with Google and Facebook and the area the agency covers (the cost per click with Google for an agent covering Battersea is a lot higher than an agent covering Brixton, for example). Ultimately, the more expensive the area, the higher the budget an agent needs to allocate per campaign, however the returns will also be higher.
Often the problem with lead generation is not the lack of quality traffic but the poor user experience on an agent’s website, or the lack of proper call to actions.
For agents with old sites (and by old we mean over two years), we would typically plan and design a new website with their customers’ acquisition strategy in mind. For established brands with existing traffic, we have in the past managed to increase the number of enquiries after launching a new site with as much as 500%.
For agents with existing sites which have recently been launched (by recently we mean within the past 2 years), who do not wish to invest in a new website just yet, but offer our 360 assessment service. This is an in-depth analysis of their existing website which allows us to better understand the website’s performance and provide actionable recommendations. Once our recommendations are implemented, we expect the conversions from the existing traffic to increase by at least 30%. In many cases, it only takes one new conversion from those leads to cover the investment for the improvements – a no brainer in our view.
These type of campaigns are our favourite. They cost the least and produce the best results, yet very few independent agents actually invest time and money into them.
When was the last time you communicated with an existing client, be it a buyer, landlord or a vendor? Telemarketing is very time consuming, and if your sales team is busy dealing with new enquiries, who is nurturing your existing clients?
Our retention campaigns aim to increase your repeat business, be it through recommendations or simply by encouraging existing clients to engage with you again. They work very well if you have a new service you want to introduce to existing clients, or run a special promotion.
Our retention campaigns include email marketing and re-marketing – this is the clever banner advertising using the vast network of Google partners as well as Facebook.
Art Division understands the property market inside out and take real interest in working closely with their clients. They helped us generate thousands of new leads, both from buyers and vendors and I feel I have learned a lot personally working alongside them as well. I would highly recommend them to any business looking to expand.