I was talking to a new client today and he asked me about some of the techniques we use when marketing a property. It prompted me to think about the tools that are available to us in order to achieve maximum market exposure for a client.
I try to keep all of my marketing very simple. I often say to clients (and myself) “what is it, where is it, how much do we want for it?” It goes back to Kipling and the six honest serving men – only I’ve simplified it a little bit further.
The first tool is our marketing particulars. We tend to use a standard template across the business to maintain the brand image and also it keeps the information we give out consistent. That said if a property warrants a bespoke brochure we work with some great designers who can help go that extra mile. The marketing particulars are then used for direct mailing and to send out in response to enquiries generated by the marketing campaign. They are also available as a download from our website.
The most valuable tool in the Agents armoury is the sign board. A large proportion of our enquiries start with “I’ve seen your board on…..” Again we try to keep the sign boards simple, but include basic information including floor areas and the use of the property so people know what it is we are offering.
We also maintain an excellent online presence. All the properties we market are listed on our own website, but we also list with Zoopla Commercial, PropertyLink and CoStar. Our marketing particulars are also sent to the Economic Development teams at the various Local Councils we work with.
Clark Weightman is also enjoying a growing following on social media and can be found on LinkedIn, Facebook and Twitter. Whenever we get instructed to sell or let a property, details are subsequently sent out using social media. Our reach is increasing all of the time and only a handful of agents have really embraced social media, so this fresh approach will give our client’s properties the competitive edge.
We also stick with some of the tried and trusted methods of advertising and use the local newspapers and national property press. Responses to advertising have changed but I still feel that success largely lies with knowing which property suits each style of advertising.
Last but not least, our magic ingredient! Experience. We know the market, who is looking to invest, which occupiers are looking to move. Agents used to have a “black book” of contacts. OK, the technology is a lot more sophisticated now, we use a great system called Agency Pilot, but the principals are still the same.
My old boss used to say “know your stock” He was right; I’ve made it my business to know what we’ve got on the market and who is in the market for property. Putting them together means that we can achieve our client’s aims.
Have you got something you want to sell or rent out? Give me a call on 01482 645522, no obligation and always happy to put a package together for you.