With just five weeks until the start of the Autumn market, the plans you put in place during the summer period will determine your share of market for the last quarter of the year. In this article, we share practical ideas that you can incorporate in to your marketing communications.
Well-designed marketing materials are essential to attract attention, motivate your audience and support your brand. The best agents are planning their autumn campaigns - really looking at the messages they will use to attract a home moving audience.
Here are our tips:
1) People buy from those that they know, trust and like.
- Demonstrate experience - Share details about yourself and what qualifies you and your team as the best people to help get them where they want to be.
2) People connect with other people - in fact, we're hard-wired to look for people like us.
- Show your human side - Invest in professional photography of your team and use these in your marketing materials.
- Be relevant - Think about the motivations of your different target audiences and adapt your images, messages and tone to speak to each group. For example, identify each of your different target audiences and consider incorporating sections in your company brochure dedicated to each one - First time buyers are generally younger, looking for advice and support at every stage, whereas second or third time buyers are more likely to have families, different lifestyle requirements and time pressures. This applies to your campaign materials too - for instance, use profiling tools such as socio-economic groups and time in residence to make reasonable assumptions about the audience when conducting direct mail campaigns and vary your messages and imagery accordingly.
3) People look for social proof' - we subconsciously ask are other people like me or in my situation using or recommending them
- Ask others to tell it - Sold or Let in your area door drop campaigns are a tried and tested form of social proof, letting potential sellers and/or landlords know that others have been rewarded for trusting you to sell their property - take it a step further by including a customer testimonial. The recommendation of a neighbour in this mailing adds credibility to the message and increases the impact of this mailing.
- Small acts of kindness - Social capital can be a consequence of being active in a community. Many agents include local knowledge' in their benefits and it can sound like a throw-away comment. To stand out go a step further - demonstrate your involvement by promoting your support or organisation of worthwhile local events.
- Reach out - it's one thing to have a company Facebook page or Twitter account, but how about setting out to identify other online communities that you are interested in getting closer to - and building influence by publishing helpful advice or news that others will share.
4) Establish and maintain your reputation before and after the sale.
- Stay in touch - Don't limit yourself to selling to people when they need you, establish a reputation long before-hand with a view to having something to offer in time. Make sure that your marketing materials are professionally designed and printed and reflect your brand and stay in touch with past customers and prospects.
Ravensworth specialises in property marketing, working exclusively with Estate and Lettings Agents to design and print effective marketing materials.
From company brochures, to campaign materials including posters, direct mail and canvassing materials, our team of designers can help define the imagery, tone and language that you need to strike in order to appeal to your different target audiences.
To speak to us about our design service, email info@ravensworth.co.uk, telephone 01670 713 330, visit our website www.ravensworth.co.uk or for examples of our work ask for a sample pack or visit our Pinterest board www.pinterest.com/ravensworthuk
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