ESTATE AGENCY MARKETINGDOUBLE the number of Instructions at your Estate Agency

• £4m turnover• Established 70 years• 65 staff, working 24/6• MBO – Dec ‘11

Digital Age Direct Mail PrinterCreative | Data | Personalisation | Direct Mail | Fulfilment | Print | Post

How Estate Agents Can Attract More Sellers

Recently property sales have leapt by 15% whilst the number of properties available for sale has decreased. An increase of 13% more people working in the sector this year points to strong competition where demand is outstripping supply. Attracting new instructions in an environment where demand is strong will sustain sales and avoid pressure on margins.

Two Marketing Communication Strategies to Create New Instructions

1. Tell Neighbours You Have Sold a Property Near to ThemEvery sale made is an opportunity to persuade potential sellers that your agency should get their next instruction. Most agents will use sale boards. We believe agents should augment boards with personalised postcards showing the house sold and its selling price to neighbours in the vicinity.

2. Tell Neighbours You Have Interested Buyers for Properties Like TheirsWhen demand is high, agents have an opportunity to create new instructions for unsatisfied buyers, particularly existing clients, from people not necessarily in the market at that point. Targeting selected areas with personalised postcards to show images of criteria buyers are interested in – such as a particular type of property, views or maps.

1. For a long-lasting impact

Up to 50% of neighbours will hold onto the communication:

• Through interest in the content or brand.• As a reminder to do further research at another time.• It’s a useful piece of information for friends and family.

Why send a personalised postcard?

2. For an immediate word of mouth effect

Armed with new and relevant local information, neighbours will talk.

• There is a collective and abiding interest in local property prices and what’s going on near us.

• The received knowledge is contagious. Neighbours can be trusted to discuss local property sales and the sales price – all the time strengthening an association between brand and sale – creating additional positive circulation of your sales success.

• A postcard notifying a local sale or interest in a prospective sale to appropriate neighbours associates success with an agency brand, a critical determinant for selection and referral.

Setting up campaigns like these would take quite some effort by agencies, co-ordinating different suppliers and then sourcing at a price that avoids minimum charges or set up fees. Now it can all be done from your desktop. So, what’s needed?

A Rather Special Website – Hello Market

• That is simple to use, where everything needed is in one place.• Where you can simply design a bespoke postcard. • That allows you to upload your company logo, photographs of

sold properties and signatures. • With simple access to accurate UK consumer data to pinpoint

the right residents. • Where you can securely save a campaign and re-use the

template for the next campaign. • That digitally prints the cards in the highest quality and posts

them at business rates saving money on postage. • That links your postcard to a separate landing page where you

can add more collateral, such as a video, about your Estate Agency.

What does an Estate Agent need to do all this?

Targeting

Properties sold per month: 20

Cost of each postcard (approx. A6, 300gsm): £0.33

Cost of postage: £0.33

Send 30 postcards per property (inc VAT): £22.98

Total number of postcards per year: 7,200

Total cost of sending 7,200 postcards: £5,227.20

Assumptions:

7% of postcard properties move in 2014: 504

15% of these postcard properties select your agency: 75

3.5% of these would be expected to select anyway: 3

Average property price: £170,6551% commission rate: £1,706

Potential income attributable to the campaign: £122,871

ROI: 1:23

#1 Strategy: You Have Sold a Property Near to Them

Targeting the home mover audience

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Graham ArrowsmithMarketing DirectorHello MarketDigital HouseRoyd WayKEIGHLEYBD21 3LG