Do you need a digital marketing specialist for your commercial property agency? - part 1

In this day and age, your online presence is a core part of your business identity, and if you don’t have a dedicated digital marketing expert working in your business then you could be missing out on many benefits. Indeed, more and more businesses have not just one, but whole teams of digital marketing experts working for their companies, because they’ve seen first-hand the value and return on investment that can be secured.

To date, there hasn’t been the same uptake in commercial property. Most firms in the sector like to take charge of their own marketing and do all the work in-house, but as more new digital technologies and applications appear with real potential for commercial real estate, taking a DIY approach could be too time-consuming and inefficient. The world of digital marketing is becoming increasingly complex and those companies that have embraced these new technologies are seeing their businesses forge ahead of those who have not.

So what does a digital marketing specialist do?

Customers in every sector and niche are migrating to a more digital experience when it comes to research and making decisions about purchases, and increasingly this is happening on mobile devices. Our own portal data shows that over 43% of all Realla traffic comes from users on mobile devices (1 January 2017 - 15 Nov 2017 - not including tablet users which constitute 9% of traffic). To win their business, you need to use digital tools and techniques to engage them in their journey - which is where your digital marketer comes in. Their job is to see the bigger picture when it comes to your online marketing efforts, translating your business goals into successful online marketing campaigns. That means evaluating the needs of the consumer market and understanding what triggers potential clients to find you and use your services. This encompasses a wide variety of tasks including:

  • Data analysis – Big data is becoming more and more important when it comes to identifying insights about your customers, products and business model. It’s a big job and most commercial property agents simply don’t have the time or resources to do this themselves.
Think like a digital marketer
Businesses often think they might not have enough data to analyse, but that’s
not true in most of the cases. If you have been in business for more than 2-3 years,
you should have enough data to analyse. Make a list of data points you might want
to analyse. Here are some questions that could help you determine what sort of
things you should look into:
  • Where did your enquiries originate from? Did they come from portals,
    social media or word of mouth?
  • Can you estimate how much each of your marketing activities brought in
    in sales?
  • How long does it take to let out units of a certain size range? How many
    viewings do you need to carry out before the property is let/sold?
  • What percentage of deals fall through?
  • What’s the ROI on your marketing investments, e.g. brochure design,
    websites, etc.?
  • Your website – How’s it performing? If you don’t have a dedicated digital marketing specialist working for you, you probably don’t know. Most commercial property agencies with a website outsourced the build years ago and haven’t updated their website in years . If you want prospects to visit your site, you need to update it with relevant SEO driven content regularly. Guess whose job that’s going to be?

  • Social media – Every company that invests in a digital marketing strategy will have some form of social media presence. From the smallest to the biggest company, this is proven, since the advent of Facebook, to deliver measurable ROI (and ROR – Return On Relationship) to every type of business. Your commercial property agency is no different. Even if you already have a social media presence with hundreds of followers, do you know what to do with them to gain a real business advantage? A social media specialist does.

Think like a digital marketer

Start with objectives for your social media channels. What do you want
each channel to achieve? It can look like this:

  • Twitter
    • Drive traffic to the website
    • Generate awareness about your agency
  • Instagram
    • Showcase your instructions
    • Build the brand
  • LinkedIn
    • Showcase your expertise in the field
    • Build the brand

Knowing what each channel is supposed to deliver will help you determine
what sort of content you will be posting on different channels.

  • Email marketing – Online marketing is no longer about generic email blasts. To see email campaigns really succeed, you need to perform market analysis, secure a mailing list, personalise and measure the results for future campaigns. That’s no mean feat and something only a dedicated email marketing specialist can do effectively.

You can access the part 2 of this article here.