And how YOU can source more properties for your team in the next 30 days...
I've lived around South West London and Clapham Junction for over 5 years and it is arguably one of the most competitive property markets in the UK.
As you walk down the high streets in the area, estate agents are taking over and competition is fierce!
To demonstrate how competitive it is I took a photo last week of 2 estate agent offices side by side with the flats above their own offices (!!!) being advertised by 2 other agencies... 😨
This intense competition ignites an arms race for who can hunt down and acquire customers cost-effectively.
Having been on the property hunting side and with friends who have worked as estate agents, it seems the real challenge isn't selling or letting the properties.
It's attracting and sourcing enough new sellers and landlords onto your books.
WHAT ARE THE CHALLENGES IN ATTRACTING
Aggressive and increasing competition from all angles 😠
Rising costs (and commissions) to the big platforms such as Zoopla & RightMove 😤
Your spending on marketing & advertising that is generating little or ZERO return 😞
Your staff you pay to negotiate and sell properties, are spending more time posting letters and chasing dead, cold leads 📬
Distinguishing yourselves from the competition to stand out to sellers & landlords 😎
And it's time to stop with the excuses of...
'The market's quiet right now' 😴
'You know... Brexit....yeah' 😴
💩 BULLSHIT 💩
Houses are still going on sale, tenants are still moving in.
You are letting yourself and your team use these poor excuses when things are a bit dry.
You can either sit on your hands and keep using these excuses or you can do something about it.
Do something to be in control and consistently generate leads, rather than hoping and praying for those perfect customers to drop in your lap.
You know that you've got a lot to offer and will go that extra mile for your sellers and landlords...
And you know that identifying and persuading enough of the right people, with the right properties means your business will be flying and your team will be happy!
But exactly how do the big boys of Foxtons and Savills seem to always acquire all the best leads???
They have worked on a system to consistently generate leads and are being smart with their marketing.
With the average leafleting & direct mail campaign having just 1 response from every 10,000 letters you need to up your game and leverage the power of online advertising!
A 0.01% chance of just a response... only then do you even get the chance to close them!
📚 You are more likely to write a best-selling novel (1 in 220)
🤑 You are more likely to date a millionaire (1 in 215)
👶 You are more likely to have a baby born with a full set of teeth (1 in 2,000)
🍀 It's the same odds as you finding a four leaf clover (1 in 10,000)
🏆 It's close to being as likely as you winning an Oscar (1 in 11,500)
So it's probably time to save your £££ (and the trees 🌳) and invest your marketing budget more strategically...
Having a bit of déjà vu from speaking to other clients in different industries, I knew there was potential here...
In simple terms, people were wasting too much money on marketing that doesn't work and doesn't generate enough leads!
WHERE TO INVEST YOUR MARKETING BUDGET INSTEAD...
Imagine if you have a sales system and marketing machine that predictably brings in leads day in, day out...
Imagine if you know your business and message is being seen by the perfect customer in your target areas... Imagine if you can create tailored, engaging content SPECIFICALLY for the people already considering and close to using your services...
Evergreen concentrates on creating funnels and using paid social media advertising to drive our clients leads and revenue at speed and scale.
Did you know, according to a study by eMarketer...
96% of marketers consider Facebook Ads the most effective form of advertising available 🤯
But it is a criminally underused, or abused, opportunity for business owners.
I know the power of social media advertising, when done as part of a planned funnel, and the change it can have on a business.
My hunch was, the fastest-growing and largest estate agents already knew this...
But what about the rest of the market?
How advanced was the industry with their online marketing?
How easy would it be for a struggling business to make a few tweaks and become a top player across Battersea, Clapham, Richmond, Chiswick, Ealing etc...
If leads bring in properties and the best properties bring in sales and revenue.
How to best acquire those leads....
Me and my team decided to analyse and audit 177 estate agents operating in and around South West London, from the big nationals to small family-run offices.
Our industry spotlight lifts the lids on the secret advertising strategies that Savills, Foxtons, Zoopla and RightMove don't want you to know!
Before we move on...
We are strictly focused on Social Media Advertising and Search Advertising.
📱 Social Media Advertising 📱
Specific adverts businesses create and pay to appear on the social media platforms (Facebook, Instagram, LinkedIn, YouTube, Twitter, Snapchat etc) of an audience of users they specifically target
🔎 Search Advertising 🔎
When businesses pay per click to appear at the top of the search engine results for specific keywords or phrases (most commonly Google).
This is NOT organic social media content posted on timelines.
Organic social is great to build community and trust, however due to increasing competition your organic posts typically only reach 2 to 4% of your actual followers.
For this deep-dive report we measured and analysed:
Who is spending on Google Ads, Facebook & Instagram?
How much do they spend on Google Ads
What strategies are working well for the biggest players
Who has and who hasn't got the ability to retarget warm leads via a Facebook Pixel
What Facebook Ads are killing it right now for Estate Agents
Where is the opportunity for ambitious estate agents to grow their businesses
Your new game plan that will deliver leads and sell properties online in 2020
Your advertising and marketing toolbox
The14 tasks you need to do in the next 20 days to start generating more leads online
WE UNCOVERED A FEW SHOCKING SECRETS....
AND PLENTY OF EXCITING OPPORTUNITIES!
🔎 Only 18.6% of estate agents audited were running Google Ads
🤑 33 businesses cumulatively spend £52,000 on Google Ads per month- nearly 90% of this was from just 5 players!
😵 This is dwarfed by Purple Bricks, who spend £225,000 EVERY MONTH on Google Ads!
🤦 Nearly £6,000 was being spent on Google Ads every month and guiding to a website without a Facebook Pixel! So losing out any opportunities to retarget these visitors!
😨 86.4% of estate agents analysed WERE NOT running ANY adverts on Facebook or Instagram