3 Strategies to Ensure Your Marketing Campaigns Are On-Trend

The main job of a sales agent is to attract buyers, and gain enough interest to obtain multiple offers or get a strong turnout with active bidders on auction day. Marketing campaigns are designed to assist those who create and employ them. Whilst they don’t do all the hard work for you, they can certainly help the efforts you’ve been making, they’re also a great means to share your successes. 

When it comes to marketing campaigns in the real estate industry, they can help create an interest in your agency, set you apart from the competition, and help you build success. However, not all marketing efforts are born equal, and some campaigns are likely to be more successful than others. There are a number of ways to measure the success of your marketing campaigns, and establish whether they are on trend or not.

Tracking

To understand how effective your methods are, you need to keep a detailed record of everything that you’re doing, so you can do more of what works and less of what doesn’t. This all starts with tracking your data.

It’s important to keep detailed accounts of all of your potential buyer's information and assess how they found the property of interest and what marketing channels ultimately found them. In real estate, the vast majority of buyers come through real estate portals, so it’s important to continually gauge where the balance of buyers are coming from. By using a quality CRM, you will be able to easily track this information, and then sort it. 

In recent years, we’ve seen more and more off-market sales taking place and the value of an agent's database has become more important than ever. Keep tracking the different marketing avenues so you can look at your strategies analytically. This will also benefit you down the track as it could mean you can get better reach for less spend, which will be enticing to a vendor when you break down their potential marketing spend.

Learn more about the different strategies you can use to generate more quality leads for your real estate agency in our recent on-demand webinar.

Following up

The best feedback that you can get on your marketing is always going to be real-time communication from buyers.
 
After a group has been through a property during an inspection, you should always look to follow up with them. Not just to gauge their interest, but to also find out as much information as you can. You need to find out how they felt about the property, how was it priced, was it presented well, what were the issues and of course how they found out about it?
 
All of these elements fall under the banner of your marketing campaign. While things like the presentation of the property might be out of your control if the property is tenanted for example or if the vendor doesn’t have the budget to improve it prior to sale. It’s important to investigate these things to use as information for your other campaigns and future sales.
 
The more information you have about what your buyers in the area want, the better. Through this information, you can become more effective at marketing to your potential clients in the future. If you find out the buyers were all interested in your property for one particular feature that you didn’t highlight, you’ll know that your marketing campaign needs an adjustment.

Learn how to get maximum value from your potential buyers in our recent blog.

Comparing Data

Once you’ve got your data together and you’ve built up a large enough sample of home sales, you’ll be able to get an idea of how your individual stats look.
 
You can compare the time it takes to sell the property, the average number of buyers you need to get through a home to receive an offer, as well as other broader stats that you can compare to the suburb statistics such as things like vendor discounting.
 
These can give you an idea of how effective you’ve been at building interest in your properties.  However, it is worth noting that markets can change quickly and you need to be comparing statistics from the same market cycles. You can’t be expected to sell a property at the same pace during a hot seller's market, compared to when things are favouring the buyers.

For more tips to how to streamline your marketing efforts using automation, please click here to read our recent blog.