Defining Your Digital Marketing Strategy

A digital marketing strategy – every real estate agency needs one – but before you jump into it, as a Principal, you need to make some big decisions that will guide the scope of your strategy.

Digital marketing can provide amazing results if done correctly.  And like any initiative your agency undertakes, the amount of effort put it can really affect the results.

Here are some important questions you need to answer first:

Where does your digital marketing strategy fit in relation to your total marketing strategy?

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Can Periscope Drive New Leads For Agents?

If your agency is already using social media to market your brand and your services, you may not feel excited about the prospect of having to use another platform.  You may have already looked at Vine, and be posting videos on your website, YouTube channel and Facebook page, so you may wonder if you really need another video social network.

New apps and technologies are coming out all the time, but here is one that maybe your agency should be looking at.

Introducing Periscope

Periscope is a live video streaming app, which can be used on iPhone and Android smartphone devices, which allows the users to broadcast a video of what they are doing “live”.

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Marketing Takeaways from Marketo Roadshow Sydney

On the 28th of August 2015, I went along to the Marketo Marketing Roadshow at the Westin in Sydney to “learn more on marketing’s rapid transformation, what key trends I should focus on now and how to ride the tidal wave of change” (which was the promo for the event).

Like everything else, marketing is changing at a rapid pace.  But I was wondering how much is hype? how much is real? and what is really within our control that will influence our marketing results and ROI.

I figured that Marketo is probably in a good position to give an update, considering their connections to some excellent thought-leaders and practitioners in this area:

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Video Panel: Challenges in Property Management

Property Managers, do you find yourself in a constant dilemma with the ever changing rules, legislation, tribunal challenges, customer service expectations, return on investment, operational issues plus much more?

Recently I hosted a panel of 5 leading professionals in conjunction with Elite Property Manager to answer some of the issues you are faced with on a daily basis and how to deal with them effectively.

Videoed in the Console Brisbane office, the featured panelists were:

Fiona McEachran: How has the landscape of PM changed in recent times?

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Can Split-Testing Bring Your Agency Better Results?

How a real estate agency carries out their marketing tactics in Australia has changed permanently.  Gone are the days of simply dropping flyers, and posting big advertisements in the local newspaper.  It is a new landscape with many opportunities, both traditional and digital.

But how do you know which tactics are working?  Which marketing activities are giving you the best return-on-investment?  Well, the only way to find out is to test them…

What is Split-Testing?

Simply, split-testing (also known as AB Testing) is the process by where you decide which marketing tactic you will try, and then you choose two different ways to drive this tactic to the result you want.

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Get Your Property Managers Involved in Social Media

If you want social media marketing to work for your agency and showcase what makes you the best choice for landlords in your suburb, then you need to tap into one of your agency’s best resources – your property managers.

Here are three great ideas that will give your agency amazing content for social media channels:

1. Keep a list of landlord FAQs

Property managers hear all the questions from landlords and existing and prospective clients. There are usually some questions that get asked over and over. For example: How often is the rent transferred to my bank account? How much notice do I have to give my tenants? What can I do if the tenant consistently pays late? Which are the best types of tenants?

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Should Agents Use Instagram?

If your agency is already using Facebook and Twitter to promote your business and build relationships with consumers, you may be wondering if you need to be using any other social networks – like Instagram.

In deciding whether to invest your time and money on a new social network, you should firstly consider whether your target customers are actually spending their time on that platform.

A 2015 Sensis report shows that Instagram has overtaken Google Plus as the third most-used social network in Australia, sitting closely behind LinkedIn. If this trend continues, getting onto Instagram now may be the right time.

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How Agents Can Be Authentic In Social Media

Social media is here to stay. Now more than ever, real estate agents need to be using it correctly to grow their following, gain trust and loyalty, and grow their business.

When researching which agent to go with, prospects today use social media to help assess which agents they can trust to sell their house or manage their investment property.

So it is in an agent’s best interest to have an outstanding and impressive social presence that will ultimately work in building this trust and loyalty.

According to an authentic brands study in 2014, Cohn Wolfe determined that “63 per cent of global consumers would buy from a company they consider to be authentic, over and above competitors”. This indicates that improving authenticity in social media could have a significant impact on your engagement and ultimately lead generation.

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How To Be Authentic In Social Media

Hint: Your online should match your offline (thanks for that one Erika)

SMMW15aThis year, I returned to the Social Media Marketing World conference in San Diego, and I learned a whole lot more than I bargained for.

Did the presentations and sessions blow me away?

Mostly no, but thank you Tim Washer and John Jantsch for being awesome and making my time in your sessions well spent.

Despite a lot of the sessions being duds, everything else around the sessions did teach me so much more.  So I will share with you the 2 biggest lessons I learned:

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Principals: Get Your Social Media Branding Right

Your brand is so much bigger than your agency’s colours and logo. It is expressed at every touch point made by a staff member on the social media channels.

When your property manager comments on a blog – that’s your brand.

When your sales consultant tweets on Twitter – that’s your brand.

When your administrator shares a post on Facebook – that’s your brand.

When you understand all the parts that influence your brand, you can create a framework for it to grow.

Your brand can have power

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