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Is there any real benefit of Instagram for Digital Marketing

Digital Marketing is the buzz word for getting more website visitors, getting more clicks on your website and basically getting more customers but sometimes it seems that you just participate because the experts tell you to!

In some cases it is important to stake your place or get your own URL at websites like YouTube or Facebook but the purpose for many sites has most small business owners baffled.

Instagram serves one very obvious purpose to me – it helps you get images from your smartphone onto your website. This means that your staff or contractors can do some of the work that you’d normally pay a digital marketer for.

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Digital marketing jobs are some of the highest paid according to SEEK

Writing blogs, creating content, video

Content is what your customers see in your ads and on your website and landing pages. Combine the content with a Lead Capture strategy to turn strangers into identifiable humans (ie. getting email addresses and phone numbers) and you understand the value of digital marketing in the whole sales and revenue process.

Google, Facebook, Twitter and LinkedIn have managed to turn the tables of marketing and advertising to something that is now massively slanted towards digital and online (and mobile) so good digital marketing skills and experience will give you an edge in almost EVERY organisation.

The key measuring points for digital marketing roles are:

  • Visitors
  • Returning visitors
  • Pages per visit
  • Lead capture conversion rate
  • Conversion Rate Optimisation (CRO)
  • Search Engine Optimisation (SEO)
  • Cost per click
  • Cost per thousand impressions
  • Cost per lead
  • Value of each sale

SEEK’s new Career Guide

Seek Digital Marketing Manager Jobs Digital Marketing Training Courses website logoSEEK’s new career guide shows statistics for every industry and Digital Marketing Jobs are currently the highest paying, followed closely by marketing.

Check it out here: SEEK Career Guide for Digital Marketing Jobs

Digital Marketing Courses with Industry Connect

virion Digital Online Marketing Academy Training Courses in Facebook, WordPress, Google and Social Media LOGOIf you want to learn everything from blog writing, search engine optimisation, landing pages, call-to-action, email marketing using Mailchimp and Feedburner and much more then the COMPLETE Digital Marketing Training Course package is available on a study loan payment plan for just $25 per week.

See what’s included and enrol now

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Why Offer a Free Measure and Quote?

How to win business on the spot!

why offer a free measure and quote tradesperson how to quote online xero course

THERE ARE REWARDS AS WELL AS RISKS to providing people with a quote for work, but one of the bigger risks is offering a free measure and quote, only to have the quote knocked back in favour of a competitor’s cheaper one.

This said, despite the risks attached to offering to come out for free and quote a job, it’s still a good way to operate your business.

Why a free measure and quote is good

There are a lot of benefits to visiting a client to provide a free measure and quote, even if you run the risk of wasting your time and money should the quote not be accepted. We take a look at some of these:

You’ll better understand the client and scope of works

Quoting for a job will help you to understand the client and the scope of the project at the same time. People are put more at ease when they know they’re not obligated to pay you just to come out and prepare a quote, so you’ll have better luck getting prospects. You’ll also be able to discern the kind of client the prospect is likely to be, so you can weigh up how to proceed.

Helps you evaluate potential risks

Remember risks can involve both the physical risk of injury but also other more nebulous risks, like a client who doesn’t pay on time or is unrealistic about timeframes, costs or the types of materials required. With experience, you’ll become better at seeing the warning signs early on, but if you’re new to being self-employed, these are things you should pay particular attention to.

How to make a sale there and then

As we said in our previous post about the risks and rewards of quoting, if you make it easy for people to do business with you, you’re more likely to get quick or even immediate acceptance of your quotes. This is really important as a business, because it keeps in a steady stream of work, which is good for your cash flow, and ultimately, costs you less money — because you’re not following up on unaccepted quotes — in the long run.

Show you’re reliable and keen

In many of our blogs we’ve strongly suggested that using a cloud-based accounting application like Xero, MYOB or QuickBooks makes it really easy for prospects to accept estimates and to pay you. Better still if you can produce estimates for prospects while you’re still at their home or business. This shows you’re reliable, well organised and keen.

Demonstrating efficiency, organisation and enthusiasm are clearly attractive qualities in any builder, tradesperson or other small business person who provides on-site quotes (they’re attractive qualities in anybody!) because it shows that you care about the work you do and that you’ll do it in a timely manner.


learn myob xero excel quickbooks online training course videosFor help creating sales and marketing messages that will deliver more leads to your business or determining the right places to advertise your business online, contact the team at Virion for more information about our content marketing services.


 

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Content Marketing Conversion Rate Optimisation (CRO) News Social Media Social Media Marketing

The Pros and Cons of Charging a Day Rate

When charging a daily rate pays

tradesmen carpenter painter plumber electrician charge day rate or hourly rateCHARGING A DAY RATE FOR YOUR WORK, instead of an hourly rate, can be a good way of making sure you get paid a certain amount for each job. This can help you set a budget and ensure you’re bringing in a certain amount of money each week. It also gives your clients some peace of mind, because they will know how much to set aside to pay you.

Charging a day rate can help you set a budget and ensure you’re bringing in a certain amount of money each week.

But just as there are advantages to charging a day rate, there are some disadvantages too.

Pros of day rates

  • You’re getting a flat fee, so if the job doesn’t take as long as you anticipated, you’re still getting paid the same amount to complete it.
  • It’s easier to get clients, because they’ll feel more secure knowing from the outset how much the job will cost.
  • It gives structure to your finances, which is important when you’re first starting out.

Cons of day rates

  • It ties you down to one job. Sometimes you can earn more money by doing a number of smaller jobs in one day, rather than just one job.
  • It gives you less flexibility to leave the job site, say, to quote on other work, or if any other circumstances arise that mean you have to leave the job periodically. It might not be convenient for you or others to make up extra hours at another time or extend your day.
  • If a job runs longer than anticipated, or is more specialised than anticipated, you could find yourself out-of-pocket or not getting paid as much as you could.
  • If you run into a previously unforeseen problem or specialised area, it can be difficult to get the client to pay more than what you originally agreed on.
  • You must quote thoroughly for the job beforehand, so you need to be experienced to ensure you’re quotes aren’t too low.

Not all projects are well-suited to charging a day rate, particularly if they’re complex and have the potential to be time-consuming.

Jobs that are straightforward or where most of your day will be spent doing labour work are better suited to day rates, leaving the longer, more intricate work that has the potential to take a long time to an hourly rate.

If you want to work out how to set budgets and what kind of rates you should be charging to cover all your on-the-job expenses, get yourself trained up in one of our online cloud accounting courses in MYOB or Xero.


on the job quoting quotes tradespeopleWant help creating sales and marketing messages that will deliver more leads to your business? Contact the team at Virion for more information about our content marketing services.


 

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Your Marketing Strategy in Xero

How you know what’s working and what’s not

using xero roi tradesperson company business


MARKETING AND ACCOUNTING ARE CLOSELY linked if you look at accounting as dealing with the money that’s going in and out of your business, usually as a consequence of your marketing activities.

Recording your marketing activities

In our new online training course, Cash Flow Reporting, Budgets and ROI for Xero, you’ll learn how to enter all of your business’s expenses, including the money you spend on marketing. Anything to do with making your business “discoverable” by a potential customer is considered a marketing activity.

Anything to do with making your business “discoverable” by a potential customer is considered a marketing activity.

That includes business cards, website costs, domain names, Google AdWords, etc, and should be recorded in Xero as a marketing expense.

Determine marketing ROI

To determine your Return on Investment (ROI), you should use Excel or a marketing platform like Hubspot to record where your business comes from so you can assign each activity an income stream.

It’s important to monitor how your marketing spend is performing for your business. Otherwise how will you know what’s working and what’s not?

In our Cash Flow Reporting, Budgets and ROI course for Xero, you’ll go through the steps required to determine the ROI for certain areas of a business. If you refer to the Excel spreadsheet showing the income generated by particular marketing activities — print ads, hipages subscriptions, Google AdWords, etc, you’ll be able to work out the ROI.

Monitoring how your marketing spend performs for your business is incredibly important. It’ll help you to see what’s working, what’s not working, and what needs to be changed to make it perform better.


tradesperson business company xero online training course videosLearn how to determine the ROI of many of your business’s activities in our Cash Flow Reporting, Budgets and ROI course for Xero. To learn more about, or enrol in, our new Cash Flow Reporting, Budgets and ROI course for Xero, visit our website.


 

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How Bunnings Could Help You Get More Work

Ways to get regular installation work

tradesmen tradie tradesperson carpenter painter plumber electrician partner with bunnings


BUNNINGS HAS, FOR A LOT OF HOMEOWNERS, become the default place to get their home renovated — and not just the DIY renovators, either. Bunnings, very wisely, realised that a lot of the people who came to look at their kitchens and bathrooms were going to have a tradesperson install them.

Bunnings made the smart move of partnering with local tradies — cabinet makers, builders, plumbers, and so on — to also offer an installation service, like other kitchen and bathroom companies.

Partner with big business

Just as every good tradesman or tradeswoman will partner with other local tradespeople so they can refer business to each other, it’s wise to partner with bigger business — like Bunnings or Mitre 10, and so forth — which can refer work to you when they have customers in need of your services.

Every good tradesman or tradeswoman will partner with other local tradespeople so they can refer business to each other.

Use online marketplaces

Lots of online marketplaces like Airtasker and Hipages partner with retailers to offer installation services to their customers. Airtasker, for example, partnered with the Good Guys, so customers could find someone to install their new TV or Bose system.

Likewise, Hipages partnered with IKEA, Ray White and the Housing Industry Association (HIA) to provide them with top quality tradespeople who can provide installation and other types of work.

Big business provides security

Working with a business like the Good Guys, IKEA or Bunnings provides better payment security for your business. In the case of Bunnings, they will typically measure and quote for a job at a set price. This just leaves it up to you to complete the job, and then get paid.

You’re not only reducing the amount of time you spend measuring and quoting for jobs, you also cut out all the follow-up you need to do to get your quotes accepted.

You’ll want to keep up your online marketing and advertising, so you’re getting your own jobs, with the potential to earn more money. The jobs you get through Bunnings or the Good Guys just help to keep the home-fires burning when you’re waiting for your other jobs to get approved.


online digital marketing for tradespeople tradesperson tradesman tradeswoman tradiesFor help creating sales and marketing messages that will deliver more leads to your business or determining the right places to advertise your business online, contact the team at Virion for more information about our content marketing services.


 

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Helping Tradepeople Turn Quotes into Customers

Online marketplaces bridging the gap for tradies

tradesmen carpenter painter plumber electrician turning quote into sale


THE AREA A LOT OF TRADESWOMEN and tradesmen struggle with is turning prospects into customers; in particular getting their quotes and estimates approved so they can commence work. But online marketplaces like hipages, Airtasker, Oneflare, ServiceSeeking, and a raft of others, are helping to close that gap.

Online payment facilities

online marketplaces for tradesmen and tradeswomenThese marketplaces are helping to protect the money of the consumers using them as well, but offering escrow services. Airtasker, in particular, was the first online marketplace in Australia to add a payment facility to its platform that allows customers to pay for a job, which will be held until the job is complete and both parties are satisfied.

Helping small businesses grow

hipages logo tradesman tradeswoman turn quotes into sales onlineHipages and Oneflare are owned by News Corporation (majority owners of Realestate.com.au) and Domain Group (operators of rival property portal Domain) respectively. Both real estate portals are investing heavily in growing their ancillary revenues — that is, revenue from sources other than property ads — by recommending services that homebuyers and sellers are likely to need next. To this end, Domain recently launched a mortgage lending service called Domain Loan Finder, as a joint venture with Lendi.  

If you’re a builder, removalist, cleaner, plumber, electrician, labourer, painter and decorator, or other kind of trademan or tradeswoman, then advertising on either hipages or Oneflare is probably a no brainer. As Realestate.com.au and Domain begin to offer these services directly from the real estate listings on their sites, apps, email marketing, and so on, this where most homeowners will find their next tradie.

If you’re a tradesperson, then advertising on either hipages or Oneflare is probably a no brainer. As Realestate.com.au and Domain begin to offer these services directly from the real estate listings on their sites, apps, email marketing, and so on, this where most homeowners will find their next tradie.

Oneflare and Hipages, through their association with Domain and REA Group, will become sites for highly skilled tradespeople, while the Airtaskers and ServiceSeekings will remain sites for lower-cost tradespeople.


tradespeople turning quotes to salesFor help determining the right places to advertise your business online, contact the team at Virion for more information about our content marketing services to suit your budget.


 

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Google Delivers More Leads for FREE!

Learn how to make Google love you

how to be found on google tradesperson online business


FOLLOWING ITS ACQUISITION BY AMERICAN telecommunications company, Verizon, Yahoo! is officially no more. So it should go without saying that Google, officially, is the premier search engine if you want your business discovered online.

It’s official: Google is the premier search engine if you want your business discovered online.

Google offers lots of tools to help businesses get discovered by its algorithms, including Google My Business, a free tool that gives your business a listing at the top of Page One on Google Search, as well as a place marker in Google Maps.

Create a Google My Business account

Many business people, including tradespeople, use cloud accounting software like MYOB and Xero to do their bookkeeping. Similarly, many tradies and others already have websites. However, even though your business may already have a website that’s been indexed by Google and shows up in search results for specific keywords, you won’t automatically have a Google My Business account.

You need to set that up separately, by entering in your business information — including your business address — which will be verified by Google. Once your business is verified by Google, you can then begin adding and adjusting your business’s logo and other imagery.

Then get the FREE Google Website

A website is an absolute must for any business operating today. Even if you primarily get leads from offline sources, or you do the majority of your work face to face, a website is still an invaluable tool for turning those prospects into customers.

To revisit the tradesperson example, very few people engage the services of a tradesman without doing some research online first. Your business’s website will be their first port of call. If you don’t have a website, they’ll look for reviews on a Google listing to see what other customers have said about you.

If they can’t find either, unless you were recommended by someone they know, they may choose to go with another business, which has a website, Google listing, or both. At the very least, it just tends to give people peace of mind.

Google now offers businesses with a Google My Business account a free website, already optimized for its search algorithms, and for mobile devices. It’s also easy to use with your custom domain, and is Google AdWords ready, for when you’re ready to kick your marketing up to the next level.


Mobile apps for real estate agentsWant help setting up your Google My Business account and finding more leads for your business? See our digital marketing strategy.


 

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Get Your Quotes Approved Quicker Online

How to quote ON THE JOB

on the job quoting quotes tradespeople

FOR TRADESPEOPLE, SOURCING NEW WORK and ensuring you’re getting paid on time, are integral parts of running your own business. As a tradie, the time between quoting for a job and it being accepted by a client can often run into weeks — or worse, months — which can adversely affect your business’s cash flow.

Unlike other small businesses, which can quote for jobs without having to leave their office, a tradesperson has to measure and quote for each job in person. It’s in a tradesperson’s best interest, then, to convert the vast majority of those quotations into jobs.

Quote online, in real time

Many tradespeople, while they may using a cloud-accounting package like Xero or MYOB AccountRight Live, they’re not using it efficiently.

Each time you go out to measure and quote for a new job, draw up the quote on your smartphone or tablet, and send it to your prospect while you’re still talking to them (some cloud-accounting packages allow you to send quotes and invoices by text as well as email).

Each time you go out to measure and quote for a new job, draw up the quote on your smartphone or tablet, and send it to your prospect while you’re still talking to them.

Sending a quote to a prospect before leaving, gives them the opportunity to ask any questions they may have, and may just result in immediate acceptance. But even if they don’t accept right away, it shows you’re keen, capable and ready to do the work.

If they have to wait a day or more for the quote, it could send the message you’re too busy or not interested. It’s also gives the prospect time to “cool off” from the initial excitement, and potentially have second-thoughts about getting the work done.

Connect to your sales software

The next thing you need is to make sure you have a full history of correspondence with your prospects. If you’re not already, you should start using a sales application, like Hubspot. Its basic plan is free, while its premium plan costs US$50/month. Hubspot connects to your Gmail account, and lets you send tracked sales emails — you can also connect it to an application like AWeber or Mailchimp to send marketing emails.

By sending your quotes and other sales emails through your sales software (Hubspot also lets you make free voice calls anywhere in the world), they’ll be tracked, so you not only have a full record of your correspondence with that prospect, but you’ll also see when they’ve opened your emails, clicked on links, opened documents, and so on.

You can also share your calendar with prospects so they can see times when you’re available to complete their job, without having to call and find a suitable time.

Follow up, follow up, follow up!

If you don’t personally have the time to follow-up, you should have someone do it for you — hire a virtual assistant, for instance. A lot of the time, depending on the job, people are still weighing up whether to get the work done and when. A phone call is often all it takes to get a quote accepted.

If you can’t get hold of them on the phone, then “automate” your contact with your prospects. Use your sales software to send “sequenced” emails — that is, a series of emails scheduled to go out at a particular time, when the recipient has or has not taken a particular action. 

If you can’t get hold of them on the phone, then automate” your contact with your prospects. 


real estate agent brand building

For help creating sales and marketing messages that will deliver more leads to your business, contact the team at Virion for more information about our content marketing services.


 

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The Dot Com Era is Affecting ‘Shopfront’ Real Estate Agencies Like McGrath

Established brands are fighting the Internet and the agents who used to work for them

real-estate-agents-using-sign-trailers-to-compete-with-shop-front-real-estate-agency-in-newcastleRecently some very high profile McGrath real estate agents and executives have left the brand, including Steven Chen (Projects Division), Richard Shalhoub (Millers Point, Sydney agent), Matt Lahood (Head of Sales), Geoff Lucas (John McGrath’s long time Lieutenant). Our own showcase Cammeray real estate agent Derek Farmer has also now left McGrath and can assist vendors in finding a good real estate agent in their area.

But it’s not just real estate agents leaving a brand like McGrath, it’s also about individual real estate agents who work running their own business within an agency who are discovering that it’s important to focus on their own personal brand to help vendors learn a bit more about them. We’ve spoken to many agents from Marshall Rushford’s Melbourne city patch in Caulfield, Esternwick and St Kilda to regional areas like Orange and Lismore in New South Wales and they are all realising the shift in the real estate industry because of the Internet and the growing power of the property portals (realestate.com.au and domain.com.au).

Real estate agents share commissions with their agency

Anyone in sales understands that the financial rewards are excellent if you can sell and good real estate agents spend half their time selling themselves to people ready to sell their homes as well as selling the listings they currently have. This is why it’s important to be trustworthy when speaking to buyers because one day these buyers will end up being sellers – or know someone who is selling their home.

Many good real estate sales agents work on a commission basis because their commission split with their agency is higher and this is why good agents are attracted to real estate agency brands like McGrath and Belle but this is the market space that is changing rapidly.

A strong brand like McGrath uses their brand in negotiations with agents and will often give the agent between 30-40% of the commission they earn when a property is sold. The very best McGrath agents may earn up to 50% of the commission and this is a big issue that causes good agents to leave a brand and go out on their own – after all a good real estate agent is fully licensed to operate their own agency! With very little need to rent office space and the ability to work from a home office with a part time employee (or husband/wife) as a property assistant many good real estate agents are signing up with seemingly unknown brands like Dot Com in Newcastle.

Most franchisers charge about 20%

If you look at other industries where joining a franchise is a popular way to start a business you’d be aware that they charge an ongoing franchise fee of between 8-30% and for most professional services this percentage settles at around 20% so it’s little wonder that good real estate agents get dissolutioned when they have to pay over 50% of what they earn to use a brand name. To make matters slightly worse, these real estate agents still have to pay for their office space, their staff, their own marketing and advertising and all the other costs of running their own business.

Websites, social media Facebook pages and sign trailers are replacing the shopfront

I was speaking with a property management business owner recently and she confessed the only reason she went to the office is to photocopy some documents and get the receptionist to witness something, the rest of the time she was out and about seeing customers and inspecting properties and this is a sign of the times for most professions. Website and Social media marketing give real estate agents the opportunity to be discovered by sellers and sign trailers can be parked in busy areas (as well as at properties for sale) to stay front of mind in the local area.

We help good real estate agents create their own website and manage the content marketing for their social media profiles and most of my time is spent with our content marketing team to generate interesting articles about real estate and other industries we work in. Subscribe for some free guides on how to manage your digital marketing yourself.

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How Do You Know You Can Trust a Real Estate Agent?

There are online tools to help

In a previous blog post, we talked about the new era in real estate that allows homeowners to compare real estate in their local area with just the click of a few buttons, using lead generation and comparison sites. As easy and efficient as a lead generation site like OpenAgent may be, and although they’re structured in a fashion to help maintain their independence so they can provide objective information to homeowners, they are a business, after all — and one that seeks to double their revenue in the next 12 months.

This means they have a vested interest in converting each user who comes to their site and hands over their contact details, by matching them up with a real estate agent. For some homeowners, who are either time poor or new to the real estate sales process, using an intermediary like OpenAgent will make the process a whole lot easier. For everyone else, however, they may prefer to do the legwork themselves, so they can be doubly sure they’re appointing the right agent to sell their home.

All agents have to be licensed

Although most real estate agents will disclose their license number on their website, business cards, or by hanging their certificate of registration somewhere in their office, like Bill Tsounias a real estate agent for McGrath in Sydney does, it’s always a good idea to verify that information yourself. In NSW, for example, the Service NSW website includes a portal where you can check a real estate agent’s license.

In addition to seeing that the agent is licensed, it will also list any conditions associated with the license — i.e., whether they may exercise the functions of an auctioneer — any compliance issues, such as disciplinary actions or prosecutions against the agent. It will also list any associated parties, and whether a manager or receiver has ever been appointed before, which provide key details on the financial health of the license holder. There are similar registers in all other states and territories.

First impressions still count

But for all the research you can do into an agent’s license and recent sales history, one of the most important things you can do is to have a conversation with them, be it over the phone or in person. Their manner and temperament, and the way they explain key issues to you should help you decide which agent you feel most comfortable with selling your home. These first impressions still count, even in the digital age.

It’s company policy for McGrath agents to list their license number on their website so it makes it a lot easier for buyers and sellers to verify whether an agent is licensed to handle a particular real estate transaction. It also shows that McGrath is committed to honesty and transparency, an important ingredient in the success of any real estate agent today, and like McGrath, Bill Tsounias is just as committed to being a genuine and reputable real estate agent.

He’s come onboard with Virion to create his own professional website, where he can showcase his current listings, share information about his recent sales, and provide tips and advice to homebuyers and owners about the real estate market and what to expect when buying or selling a home. We have other agents on board who keep clients and vendors up to speed with information and listings using Facebook and other social media. 

To begin building your online brand, contact our team to discuss which digital marketing options will suit you and your digital marketing goals. Alternatively, to learn more about digital technologies that help real estate agents build an online presence, subscribe to our blog.

 

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Is Facebook Going to Become the Next Big Thing in Real Estate?

What ‘data’ makes Facebook so valuable?

As the most successful and most widely-used social media platform in the world, Facebook has amassed a lot of data over its 12 years of existence. That data is what makes Facebook so valuable, but it’s also what guides its business decisions. Facebook knows what emerging trends will be the next big thing, before you could even conceivably call them emerging trends. It’s how they knew to acquire Instagram; to introduce online advertising; expand into news publishing, by developing its Instant Articles service. Facebook is also a major platform for businesses, because of its emphasis on building communities, with whom you can share and discuss information that’s important to you. And all that data Facebook has under its belt, makes it easy to target people not already a part of your community.

Indeed, Facebook is also a major focus of nearly every real estate agent we speak to when we’re discussing their digital marketing strategy. Every agent wants to be on Facebook, and given that it’s more popular than… well, to borrow a phrase from John Lennon, Jesus, it makes a lot of sense to be using Facebook as part of your content marketing strategy. But there are a lot of real estate services using Facebook in ways that have the potential to disrupt the real estate model even further than it already has been.

Using Facebook as a directory for real estate agents

All that data Facebook has under its belt, in addition to the sheer volume of people who use Facebook on a daily – if not, multiple times per day — basis, has made it a very useful platform for real estate businesses to create online directory resources that connect buyers and vendors with real estate agents. The American-based HomeASAP service is the number-one real estate agent directory on Facebook, with over 457,000 members in its directory. As a directory that also connects buyers with real estate listings, it has the power to change the way people look for and buy real estate.

Although real estate agent directories aren’t new — there are plenty similar services, like followit, Local Agent Finder, Agent Select, etc — HomeASAP is unique because it’s directory is hosted entirely on Facebook. Only buyers, vendors and agents with a Facebook account can access the directory, further evidence that Facebook has, itself, become a search engine in its own right. And because the service is hosted on Facebook, you’re able to capture more data than if a person were to anonymously visit your a website.

Could Facebook topple the Big Two property portals?

Facebook Social media and digital marketing to sell real estate and property in Newcastle, Central Coast and Lake Macquarie

Facebook allows agents to monitor who’s visiting their page, and it also provides them with a casual way of engaging with potential buyers and sellers who may not be ready to speak on the phone yet. This isn’t possible on a property portal — whether it’s an app or website. Sure, you can track them by inserting a line of code into your website, but they’re still anonymous until they give your their contact information.

With Facebook, you know who’s visited your Facebook page, and you can make contact with them by making a friend request. Because Facebook also makes it easy to share and disseminate information right from the platform itself, it has the potential to topple the property portals, which currently provides agents with little promotional or marketing opportunities, and likewise provides only very rudimentary statistics about who has viewed their listings.

Considering that, second only to Google, Facebook is the world’s most used website and is responsible for generating a quarter of all web traffic, it certainly has the potential to become a powerful player in real estate. If Facebook isn’t already a part of your content marketing strategy, you’re missing out on valuable lead generation opportunities, not to mention potential buyers who may be looking for their next home.

Success on Facebook begins with a successful strategy

Facebook is the ultimate social media platform, and even though it’s an effective platform to build your online profile and market your services to potential buyers and sellers, your success is still entirely dependent on whether you’re using Facebook in the spirit in which it is intended — a social network to connect with people and share information that matters to you, with the emphasis being on the word ‘social’.

To be social means to have a free flow of information that people will engage with, comment on and share within their own, wider social network. If you want to keep people engaging with the information you share with them, you need to create a strategy that starts a conversation and encourages others to continue that conversation.

Learn Digital Marketing or get our help

To use Facebook to begin building your online brand and find out which digital marketing tools will suit you and your digital marketing goals get a free digital marketing consultation.

Alternatively, learn about digital marketing in our online Digital Marketing Training Courses or read about technologies that help real estate agents build an online presence, subscribe to our blog.

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Build Your Online Profile Using a Mobile App

You can now create your own beautiful business apps

Now that property marketing has mostly moved online to property portals like realestate.com.au and Domain, a real estate agent’s ability to leverage their current listings to get new ones has been significantly eroded. This is a trend is set to continue as the real estate model becomes further disrupted by technologies that shift buyer behaviour from searching for properties, to waiting for a notification about one that matches their requirements. These days, if an agent is to build brand awareness from which they can generate new listings, they need to spend time building their profile online, and the best way to do that is to use content marketing.

Content marketing involves creating and publishing original and engaging content online. The content you create can be anything, from educational videos to informative blog posts to downloadable guides. But if you want to get really original and really, really engaging, you could even create your own app that you can use to push all sorts of content and notifications directly out to vendors and buyers alike.

Applications are the future of online marketing

Apps are where the future of online marketing is going, as more and more people use devices — like smartphones, tablets and even smart watches — rather than desktop computers and laptops to access information online. Applications also improve the user experience, while providing the developer with valuable information not usually available when a person simply browses a mobile version of a website.

Developing your own custom app is now increasingly simple, just as creating your own website is, thanks to WordPress and other such content management systems. An app development system like Flok, for example, allows you to easily create your own app — and a beautiful one, at that — and then promote it using social media, email and SMS marketing, with a built-in analytics dashboard to measure its success. Apps work best for businesses with repeat customers, so try to create your app with the goal of encouraging people to use it regularly.

It’s time to build lasting relationships

For too long, a lot of real estate agents have neglected to build lasting relationships with their buyers and sellers, seeing the sale and purchase of a property as a one-off transaction that’s not likely to come around again anytime in the near future. This was all well and good when people turned to newspapers, shopfront windows, and signboards to find out about a local agent in their local area, but this isn’t how the real estate model works anymore.

Agents need to prioritise building lasting relationships online, long before a homeowner has even considered selling their property, so that when they eventually do decide to take this step, there is only one agent they have in mind — you! If you produce content that covers both sides of the real estate process — buying and selling — then you’ll be able to capture the passive buyers that the market has lost since the decline of newspaper advertising.

Increase awareness of your brand by building relationships with other local businesses

If you haven’t already, reach out to local businesses in your area and build a reciprocal marketing relationship with them. With a service like Flok, you could sponsor a loyalty card for your local cafe by using the loyalty card app to give regular customers of your local cafe a free coffee. Use your branding on the loyalty card app and promote it, both in the cafe, on social media, and through your other marketing.

The best part about using an app, rather than a traditional paper loyalty card, is that for as long as the app is installed on a person’s phone, you can send them push notifications. You can also use it to collect email addresses, so you can continue marketing to them. Since everybody loves coffee, the uptake would be relatively swift and it would be used regularly, providing that you don’t use it to spam users with irrelevant marketing messages.

Success online begins with a successful strategy

Before you can begin using an app to sponsor your local cafe’s loyalty card, you need to create a strategy for capturing user data, determining their interests (i.e., buying, selling, renting), and being able to use content marketing that will cater to those interests.

To begin building your online brand, contact our team to discuss which digital marketing options will suit you and your digital marketing goals. Alternatively, to learn more about digital technologies that help real estate agents build an online presence, subscribe to our blog.

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Technology Savvy Real Estate Agents Get More Listings

Don’t be the loud-talker at the social media dinner table

Think about the last time you engaged someone to perform a professional service for you. Perhaps you were looking for a plumber, an accountant or, say, a digital marketing agency. How did you find them? In the case of the latter, I’ll go out on a limb and suggest that you probably did a search online and came across us that way. This is how the vast majority of people search for professional services these days and, as I’ve mentioned before, it’s how you’ll get your next listing, providing you’re technology savvy.

By technology savvy, I don’t just mean that you know how to use an iPhone or iPad. You’re not even technology savvy if you also know how to use a smart watch. To be technology savvy, you need to be shrewd in the way you use technology, and when it comes to finding and winning new listings, this means you’re using technology to market yourself and grow your online profile in ways other agents in your local area aren’t.

Technology savvy agents start with content marketing

To be technology savvy, you must build your profile online. Many people erroneously believe that building your profile online means creating a website, getting a Facebook account, and then that’s it. What they overlook is that a website needs stuff on it; that is, text, images, videos — in order to make it a website. That stuff is called content, and content is the same stuff that you post on Facebook that your friends like, share and comment on. Content marketing, then, is the publishing of stuff on your website, social media platforms, and elsewhere that you contacts will like, share and comment on, but which also markets you and your services.

The technology savvy part comes in when you determine precisely the kind of content you need to publishing in order to achieve your conversion goals. A conversion goal can be anything that results in the user taking a specific action — whether it’s signing up to receive a newsletter, downloading a market report, contacting you for a property appraisal.

If you have your own, personal Facebook account, think about the kind of content you publish there on a regular basis. It’s typically content that means something to you — typically, you either empathise with the message or you don’t — and that you know will also resonate with your friends and family and greater social network. This is how you need to approach the content you publish in a professional capacity. There is literally no exception to this rule. You must always publish content that is relevant to you and your customers (your vendors and buyers).

Publish original content across multiple platforms

Emphasis here on the word ‘original’. Don’t make the mistake of retweet or republishing content created by other people on your social media platforms. All this does is send all your hard earned traffic to an online behemoth, like realestate.com.au or smh.com.au or the like. Let them get their own traffic. Instead, you should create your own original content, by writing and publishing one or two blog posts a week or uploading a video blog or both. This way, when you push it out through social media and your friends and followers share it among their own social networks, you’re sending that traffic back to your website, not someone else’s.

If you’re going to use social media and, although I caution you to select your social media platforms wisely, I strongly advise you do use social media, you need to ensure you’re using it correctly, otherwise you needed bother. I’ll go into this in more detail some other time in a separate blog post, but the general rule of social media is to be social.

Think of it as a dinner party. You’re sitting around a dinner table with a few friends, acquaintances, and a few other people you’ve never met before. Everyone is chatting and getting along merrily, until some loud-talker enters the equation. All he’s interested in doing is talking about himself. He doesn’t engage with others when they try to engage with him. Instead, he constantly pushes his own agenda, on myriad irrelevant topics, often talking over others as they try to speak. Eventually, everyone gets up and moves somewhere else, leaving loud talker on his own.

Don’t be antisocial on social media

That’s the dinner party equivalent to someone on Twitter or Facebook publishing the same irrelevant tweets or posts over and over and over, without stopping to see if anyone actually cares or finds the content relevant. It’s the Facebook user that never responds to comments left on their page, or makes an effort to connect with others on Facebook. It’s the Twitter user, who doesn’t retweet or like tweets by their followers, because they’re too busy pushing out spammy tweets about their business.

Whatever you do, don’t be that guy; don’t be the loud-talker at the dinner party everybody runs away and hides from. Remember that social media’s primary reason for existence is as a way for people to communicate and keep in touch with each other — to be social. Use social media and your content to start conversations with people, and then make an active effort to keep those conversations going.

Master all that, and you’re well on your way to being the technology savvy real estate agent who gets the most listings. If you’re looking to build your online presence to gain new listings, get in touch with our team to discuss the ways you can begin building your online brand. Alternatively, to learn more about digital technologies that help real estate agents build an online presence, subscribe to our blog.

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Property Appraisals and Market Reports Don’t Deliver New Listings

Are your aware of where your next listings will be coming from?

Things that are stuck in the 1990s: newspaper advertising, signboards, DL cards, property appraisals, market reports … and ok, the macarena. However, sticking only to matters of real estate, if you think property appraisals and market reports don’t belong on that list, you would be wrong. Yep. Property appraisals may form a necessary part of the sales process, I’ll grant you that, but, along with market reports, they won’t win you any new listings.

Here’s why:

For a start, there are numerous places to obtain a property appraisal or market report from — the hundred other agents in your local area, both the property portals, the Big Four banks, the Australian Bureau of Statistics, every private research company, mortgage broker, stock broker, investment banker, and list goes on ad infinitum until it’s the end of time and all that roams the earth are robots and drones.

Plus, if I were so inclined, with just the teeniest bit of research, I could gather enough information to create my own market report that, truth be told, would be more complete than any of the ones I could obtain from a business that’s also trying to sell me their services. That’s not to say that you shouldn’t offer prospective vendors a free property appraisal or a downloadable market report — you should! — it just means that it’s not going to deliver you your next listing.

Don’t lose sight of what people are doing online

The internet has fundamentally changed the way people find information, communicate with each other, and look for professional services. When people first make contact with a professional, whether it’s a plumber, accountant, digital marketing agency, or a real estate agent, even, it’s typically after a significant amount of independent research on their industry and past experience. The phone call and the ensuing meeting, by this point, are really just formalities to see how well client and customer will get along — or in the case of an agent and vendor, to see whether the agent’s plan matches the owner’s.

But to get the call in the first place, you need to establish a point of difference between yourself and every other agent in your area, hankering after a new listing. To do that, you need to first accept that your next listing is coming from the internet — not a newspaper ad or DL card. The internet. This means you need to find ways to establish your online presence, through digital and content marketing.

The most important thing to remember as you begin to build your online profile, is that most people use the internet to find information, communicate with others, make a purchase and, increasingly, for entertainment purposes. If you can create content that will cater to one or a few of these reason people use the internet, the more successful it would be.

Honesty and transparency delivers listings

Personalised agent website

When Derek Farmer, a real estate agent with McGrath Neutral Bay on Sydney’s lower north shore, created his personal agent website, its main purpose was educate buyers and sellers about the property market in Sydney, but especially around the lower north shore. Derek created a series of professional shot and edited videos, in which he shared his tips and advice for buying and selling property, and uploaded them to his website, where anyone could access them for free by subscribing to his mailing list.

Content marketing via a blog

Derek also started a blog, where he published blogs that covered all sorts of property market, from the common sales methods used to sell property to the current lower north shore property market trends. He also used his website to showcase his current listings and recent sales successes. Underpinning Derek’s entire content strategy was a desire to provide honest and transparent information about the property market, so that buyers and sellers would come to see him as the trustworthy agent he is.

After observing the success of Derek’s website, fellow McGrath agent, Bill Tsounias, who works at the Brighton Le Sands office also decided to create his own personal agent website. The strategy underpinning Bill’s website is to also create honest and transparent content as a way to stand out from his competition.

While both Bill Tsounias and Derek Farmer offer their vendors a free property appraisal, they both recognise that homeowners who are thinking of selling their homes and are actively researching the market are not going to appoint an agent based on that alone: They’re looking for agents who are honest, transparent about the process and, above all, humble.

Success online requires successful content

If you’re looking for build a successful online presence that will position you as an authority on the property market in your local area, and will also help you to gain new listings, get in touch with our team to discuss the ways you can begin building your online brand. Alternatively, to learn more about digital technologies that help real estate agents build an online presence, subscribe to our blog.

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How to Build Your Online Real Estate Agent Profile

Be selective when choosing your ‘brand building’ social media

In a recent blog post, I talked about how the erosion of newspaper advertising is also eroding an agent’s ability to leverage current listings to get new ones, due to the way property portals like realestate.com.au and Domain serve listings to buyers algorithmically, and the way people, generally, use the internet to find a professional service. If I haven’t already made it abundantly clear, your next listing is coming from the internet, but only so long as the vendor has determined that you’re a major player in your local area. This means, you need to start building your online real estate agent profile.

Currently, most agents rely on their shopfronts, signboards, DL cards, and the word-of-mouth referrals from previous listings, but what would happen if none of those options were viable anymore? This isn’t that much of a stretch. Shopfronts and all forms of traditional marketing are on their way out, while word-of-mouth referrals are increasingly being replaced with likes on a Facebook post, a retweet on Twitter, or a blog post shared on LinkedIn.

Facebook isn’t the be all and end all in digital marketing

Most of the time, when I speak with agents about how they can build their presence online, they fixate on social media — Facebook, in particular. And I can understand why. Facebook has amassed a tonne of data about its users, basically because people are willing to share every last detail of their lives on it. This makes it especially efficient at targeting particular kinds of people in particular places. But Facebook is just one cog in the digital marketing machine. Here’s what else you should be doing

Personal agent website:

Most agents have a profile on their agency’s website, just as Marshall Rushford did on the hockingstuart website, but an agency website only serves to promote the entire agency, not any one agent. Like many of our clients, Marshall wanted to create his own personal agent website, so that he could showcase his current and previous listings, in addition to his recent successes. A personal agent website can also be used to capture prospect data, while regularly maintaining a blog will help to establish yourself as a credible source of market information.

Create your own content:

Nearly every agent I speak to makes one huge mistake online: they don’t create their own content. Instead, they link out to content created by other people — REA Group, Domain, RP Data, etc. Instead of sending a prospect to their website by linking to some original content they published on their blog, the agent sends them all to REA Group, Domain or RP Data, and down the rabbit hole of Domain or REA Group’s endless supply of content they go. Only link to your own, original content published on your website, and send prospects down the rabbit hole of your endlessly informative content instead.

Be selective with social media advertising:

I’m yet to be convinced on the benefits of advertising on Twitter. To be honest, I’m not even entirely convinced on the benefits of using Twitter in a professional capacity, unless you create an separate strategy for it, in addition to your digital marketing strategy. Twitter still hasn’t found a way to transition from a place of anonymity, parody accounts and internet trolls (see: Tay Tweets), which makes it an inefficient way to spend your marketing budget. FaceBook, on the other hand, is highly efficient, due to the sheer volume of data it’s amassed about its users, which makes it easy to target specific demographics and to measure your results after the fact. Instagram and Pinterest are also great ways to interact with people online, from a purely community-building perspective.

Success online begins with a successful strategy

You can certainly begin building your online presence by kicking a few ideas around online, but if you’re really looking to have success online, then you need to have a strategy backing it up. We’re a digital marketing agency that specialises in developing online brands, through a combination of online advertising, social media marketing and content marketing.

To begin building your online brand, contact our team to discuss which digital marketing options will suit you and your digital marketing goals. Alternatively, to learn more about digital technologies that help real estate agents build an online presence, subscribe to our blog.