Feature Question: Will You Invest More or Less in Digital Marketing Over the Next 12 Months?

Here at Acme Mag, we’ve recently been thinking about the role Evolution plays in how we approach business. We asked a handful in the business how their digital marketing will evolve over the next 12 months? Does this mean more of an investment, or pulling back?

It’s evident that digital channels are becoming the preferred method of property sale and purchase in the market. Digital marketing is also becoming an increasignly relevent tool in agent self promotion, and simplifies the process for clients when trying to decide on their preferred agent. With these things in mind, we expect our investment in the digital marketing realm to continue to increase over the
next year.

The Perth market is forever changing with the last 4 years being a roller coaster. So naturally our marketing plan also has to change and we review ours every year. Our digital marketing focus for the next 12 months will see us place more focus on our own database and website. This means that we are spending our time with blogs which we use over all social media platforms and then it is sent to our database as a newsletter. What I love about blogs is that it can be used as a way to refer people back to your website which is where you want them to be.

Social media for me is always about branding – our office is active across Instagram, FB and Linkedin but where we can always try to refer back to our website. Do I plan to spend lots of money here? We ensure that we always have a targeted ad in progress which changes each month and is hyper local for our suburb but our budget is small and we are happy with that. Our website and database are the only things we actually own and it makes sense to concentrate our effort and money on these.

A digital marketing strategy is indispensable as part of a property’s successful marketing campaign. More than ever consumers are using social platforms to make the majority of their buying decisions – home buyers are no different. People buy homes based on desire – video helps viewers visualise their future life in your property, this creates demand and further perceived value that expert sales agents can leverage during negotiations. Facebook and Instagram advertising allows you to reach local, national and global audiences, affording you the power to not only target your ideal buyers, but reach those that may not normally be looking in your area to view your home, exposing the listing to a wider variety of people. 

A combination of highly engaging video content and a digital advertising strategy allows us as agents to generate qualified leads by ensuring the messaging and ads are targeting the right people.

It is clear that digital is becoming more relevant for agents and vendors. As such, I am aiming to increase my digital marketing spend a lot over the next 12 months on a personal and a VPA level. For vendors, being able to provide detailed advertising reports is crucial. It gives them an indication of where their advertising dollars are going and it’s much easier to justify the expense if you can show many people are viewing the ads. This is not possible with traditional media. For modern agents, this is a must.

For agents, we have all heard the cliché of the digital doorknock. With each year that passes, it becomes more and more relevant. On top of this, clients in my area are typically quite environmentally conscious (as am I), so I am trying to go completely paperless. Letterbox drops etc are not inline with the values of me or my clients.