2min
I regularly speak to estate agents who express their frustrations with not being able to consistently drive their lead generation due to working exclusively with "specialist PROPTECH companies", inplace of MARTECH agencies. All too often I find marketers engage in regular and repetitive strategic activities, but there is no consistent endeavour to drive content creation, targeted traffic and nurture sales leads. Ultimately, they are unable to evaluate the effectiveness of their activities
I remember contracting measles as a young boy and my mother locking me in my bedroom to prevent the spread of the contagion...
...now I guess you're thinking, what is this crack pot on about, what has the measles got to do with estate agency leads?
The 6 Key contagious MEASLE's issues facing estate agencies that build their marketing strategy purely on proptech companies advice
Marketing Automation:
An over reliance on marketing automation software alone is the scourge of estate agent lead generation. These businesses are so embroiled in developing flashy new landing pages and email workflows etc, that they neglect legacy business data and miss important knowledge from existing prospect and customer data analysis.
Experts:
It's typical to discover way too many property technology "experts” within estate agent teams today looking to direct marketing strategy. As soon as a lead generation campaign begins to take traction, a so called "top-dog" chooses to pull rank and adjusts everything. Any business opportunities in motion are then wasted and sales have to begin again.
Attention:
Within larger estate agents, it’s common to find too many people getting involved in too many operations, sales leads begin to dilute and previously engaged prospects discover other suppliers who give them the necessary attention.
SLA:
Success demands a solid alignment of Sales & Marketing. Companies that fail to have a structured agreement between Sales & Marketing are more inclined to experience less internal harmony, resulting in quality leads falling through the cracks.
List Building:
Many estate agencies organisations lack effective list hygiene and list building techniques. List building basics... work, clean, reiterate and maintain existing data, then exploit a structured lead generation strategy with closed-loop analysis and reporting
Employee Turnover:
Organisations that are unsuccessful at establishing consistent training practices and personnel development projects will experience repeated staff turnover. Consequently, these organisations suffer a loss of customer confidence and qualified prospects lose interest as they feel they're dealing with new people too frequently.
How Should Estate Agent Directors Optimise Their Lead Generation Initiatives?
Estate agents really want to connect with prospective customers on a one to one basis, tailoring their offer in the most effective way possible. Social media provides remarkable opportunity to customise and engage with prospects and existing customers, so long as it is employed as one element of a multi channel integrated marketing strategy.
Committing all your marketing resources to strategies purely advised by proptech companies will not necessarily generate the best results and you might wind up wasting time and money.
6 Simple MARTECH tips to help optimise your Estate Agent lead generation process:
- Establish your goals and objectives, then explain your vision & approach to your team, asking for their input to win team buy in.
- Customer profiling (Buyer Personas) must be a deliberate and collaborative effort with specified roles and accountability for the team.
- Streamline your lead scoring units so it becomes easy for sales reps and consultants to stay on track.
- Think like the Hare not the Rabbit, it takes time. Provide your team and any partners with comprehensive resources and training to play the long game. Brief blasts of activity may produce surges in interest but it will never maintain prolonged success and lead generation effectiveness.
- Don't cripple your business with over analysis. While regular and consistent marketing metric analysis is essential, remember to use your marketing automation platform to report on the numbers to concentrate your efforts and guide your lead generation playbook.
- If you only do one thing, make sure you create a list of the 4 essential criteria:
- Ideal Customer Demographic
- Genuine Pain Point
- Reasonable Decision Timeline
- Desire to Engage
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