"Without a doubt, Digi-Val is one of the best returns on investment we use..."

bradleys-blo_20181113-114346_1

With over thirty branches and a wide array of industry awards and achievements to boast of, Bradleys Estate Agents have built a strong reputation for great customer service in the West Country.

In 2018, Bradleys have been focusing on increasing their marketing reach and capabilities, so we wanted to find out how BriefYourMarket.com are helping them to achieve those goals in an interview with their Marketing Manager, Kai Logan.

 

So, first question, what are the primary concerns that agents are facing?

To be quite honest, there are a lot of issues and concerns with the industry.

Agents are underselling their own services, and effectively cutting their nose off to spite the face because they’re trying to compare apples with pears when it comes to traditional agents and the service they provide, and those self-service agents. They are different, but the fees are getting closer and closer and that’s a huge concern for our industry.

And along with that, a by-product is the lack of service professionalism that may follow, because you can’t do the same job for half the money and continue to provide as high a quality of service.

 

Are consumers aware of what estate agents do for their money and how would you combat that?

For a long time, we’ve managed to get away with just saying: “we’re estate agents, this is what we do, and this is what we charge”. What we haven’t ever done is said each step of the journey, breaking it and our role down.

Our roles have changed massively in the last ten – let alone twenty – years, where we’re much more heavily involved now in the whole process than we ever used to be. But as we haven’t communicated that, it’s not fair for the consumer to expect to know.

The other part of it is that as an industry, we've been a little behind in terms of technology, and BriefYourMarket.com plays a big role in customer communication.

People have got less time and – as a result – they want to be able to do what they want to do, when they want to do it, and the self-service agents have provided a better platform to do that whereas traditional agents are still playing catch up.

So, whilst our service is superior in lots of different ways to self-service agents, I think what we haven’t actually done as an industry is given them the other pieces of technology.

 

As a customer touchpoint, is BriefYourMarket.com helping to drive conversions?

Absolutely, I think there’s lots of things we’ve done with BriefYourMarket.com that has helped, but essentially, it’s a really nice tool to keep in touch with your whole database or a section of your database – depending on what you’re trying to communicate.

The fact that you can section it in different ways is part of its appeal, of course, but it’s about communicating with them. Our database has approximately 100,000 contacts on it, so we can’t phone or email them individually all the time. What we can do is give market updates and show them we’ve got local or regional expertise, and we can drip feed them information at whatever stage they are in their journey.

Whether it’s news, properties, or services, all of those things are really easily communicated to our database through BriefYourMarket.com.

 

What kind of value-adding campaigns are you doing to get your online leads to market appraisal?

We aim to send a weekly email that goes to our whole database, one of the popular emails we send is a selection of our latest luxury homes across the south west; the majority of which include videos.

What you find is obviously it attracts clients, even if they’re first-time buyers just looking, it’s fun to see for some people and it’s serious for others, whilst also saying: “look, these guys are doing something different”.

Not many agents do videos, so we like to promote them and BriefYourMarket.com is the perfect platform to do that.

We also run an open home event once a month across the company, so we get a selection of each offices’ open homes and we just send that to the whole database, so there’s lots of different types of communication.

It’s of a combination of showing you’re the experts, showing that you’ve got plenty of properties, and showing that we’re doing something different – whether that’s videos or new homes.

 

Website visits:

BriefYourMarket.com is the second biggest provider of website traffic for your agency behind Google, with 206,361 visits driven from Q2 2017 to Q2 2018.

We’ve exceeded last year’s traffic, which is great.

So obviously we’re on for a record year of website hits but that is in part due to BriefYourMarket.com because we’ve put different things in place over the last 12 months, like the automated property alerts.

If somebody makes an enquiry on a property, they then get sent other properties that are similar and that’s just going on in the background constantly. That’s really what’s driven some of our web traffic and – ultimately – the web traffic that’s coming from you guys to our site is a huge part of it.

 

How are you finding Digi-Val?

It’s without a doubt one of the best returns on investment we use.

Where we are with it now, thanks to Damon, is looking at different ways to use it, other than just sitting on our website.

An example of this is putting it on all our email marketing campaigns, as just either a little footer or a banner, or whatever it might be to give people the option of using it.

It’s just trying to use it in different ways, and we’re still developing that if I’m quite honest, and yet, it’s already been the best ROI for us this year.

  

How are you achieving results with BriefYourMarket.com?

Regardless of whether you’re one office or thirty, it’s trial and error with what does and doesn’t work for your audience. That takes time but it’s all a really important learning curve, and it’s taken us a while to find out what does and doesn't work.

I think the other thing for people to remember is that the goals for us have changed, people don’t look at newspapers to source who’s the expert in any one area, they go online.

They might go to your website but it’s probably unlikely, unless they’re close to making decisions about their property journey, so BriefYourMarket.com fills that void between: “how do I communicate with people out there”.

If you’re creating content, why not communicate it through BriefYourMarket.com. It’s a very short job to do that and will have far better gains, than for example, putting it in a newspaper.

 

 

Behind the scenes with our IT Support team
12 days of Christmas marketing
 

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Thursday, 13 December 2018

"Without a doubt, Digi-Val is one of the best returns on investment we use..."

bradleys-blo_20181113-114346_1

With over thirty branches and a wide array of industry awards and achievements to boast of, Bradleys Estate Agents have built a strong reputation for great customer service in the West Country.

In 2018, Bradleys have been focusing on increasing their marketing reach and capabilities, so we wanted to find out how BriefYourMarket.com are helping them to achieve those goals in an interview with their Marketing Manager, Kai Logan.

 

So, first question, what are the primary concerns that agents are facing?

To be quite honest, there are a lot of issues and concerns with the industry.

Agents are underselling their own services, and effectively cutting their nose off to spite the face because they’re trying to compare apples with pears when it comes to traditional agents and the service they provide, and those self-service agents. They are different, but the fees are getting closer and closer and that’s a huge concern for our industry.

And along with that, a by-product is the lack of service professionalism that may follow, because you can’t do the same job for half the money and continue to provide as high a quality of service.

 

Are consumers aware of what estate agents do for their money and how would you combat that?

For a long time, we’ve managed to get away with just saying: “we’re estate agents, this is what we do, and this is what we charge”. What we haven’t ever done is said each step of the journey, breaking it and our role down.

Our roles have changed massively in the last ten – let alone twenty – years, where we’re much more heavily involved now in the whole process than we ever used to be. But as we haven’t communicated that, it’s not fair for the consumer to expect to know.

The other part of it is that as an industry, we've been a little behind in terms of technology, and BriefYourMarket.com plays a big role in customer communication.

People have got less time and – as a result – they want to be able to do what they want to do, when they want to do it, and the self-service agents have provided a better platform to do that whereas traditional agents are still playing catch up.

So, whilst our service is superior in lots of different ways to self-service agents, I think what we haven’t actually done as an industry is given them the other pieces of technology.

 

As a customer touchpoint, is BriefYourMarket.com helping to drive conversions?

Absolutely, I think there’s lots of things we’ve done with BriefYourMarket.com that has helped, but essentially, it’s a really nice tool to keep in touch with your whole database or a section of your database – depending on what you’re trying to communicate.

The fact that you can section it in different ways is part of its appeal, of course, but it’s about communicating with them. Our database has approximately 100,000 contacts on it, so we can’t phone or email them individually all the time. What we can do is give market updates and show them we’ve got local or regional expertise, and we can drip feed them information at whatever stage they are in their journey.

Whether it’s news, properties, or services, all of those things are really easily communicated to our database through BriefYourMarket.com.

 

What kind of value-adding campaigns are you doing to get your online leads to market appraisal?

We aim to send a weekly email that goes to our whole database, one of the popular emails we send is a selection of our latest luxury homes across the south west; the majority of which include videos.

What you find is obviously it attracts clients, even if they’re first-time buyers just looking, it’s fun to see for some people and it’s serious for others, whilst also saying: “look, these guys are doing something different”.

Not many agents do videos, so we like to promote them and BriefYourMarket.com is the perfect platform to do that.

We also run an open home event once a month across the company, so we get a selection of each offices’ open homes and we just send that to the whole database, so there’s lots of different types of communication.

It’s of a combination of showing you’re the experts, showing that you’ve got plenty of properties, and showing that we’re doing something different – whether that’s videos or new homes.

 

Website visits:

BriefYourMarket.com is the second biggest provider of website traffic for your agency behind Google, with 206,361 visits driven from Q2 2017 to Q2 2018.

We’ve exceeded last year’s traffic, which is great.

So obviously we’re on for a record year of website hits but that is in part due to BriefYourMarket.com because we’ve put different things in place over the last 12 months, like the automated property alerts.

If somebody makes an enquiry on a property, they then get sent other properties that are similar and that’s just going on in the background constantly. That’s really what’s driven some of our web traffic and – ultimately – the web traffic that’s coming from you guys to our site is a huge part of it.

 

How are you finding Digi-Val?

It’s without a doubt one of the best returns on investment we use.

Where we are with it now, thanks to Damon, is looking at different ways to use it, other than just sitting on our website.

An example of this is putting it on all our email marketing campaigns, as just either a little footer or a banner, or whatever it might be to give people the option of using it.

It’s just trying to use it in different ways, and we’re still developing that if I’m quite honest, and yet, it’s already been the best ROI for us this year.

  

How are you achieving results with BriefYourMarket.com?

Regardless of whether you’re one office or thirty, it’s trial and error with what does and doesn’t work for your audience. That takes time but it’s all a really important learning curve, and it’s taken us a while to find out what does and doesn't work.

I think the other thing for people to remember is that the goals for us have changed, people don’t look at newspapers to source who’s the expert in any one area, they go online.

They might go to your website but it’s probably unlikely, unless they’re close to making decisions about their property journey, so BriefYourMarket.com fills that void between: “how do I communicate with people out there”.

If you’re creating content, why not communicate it through BriefYourMarket.com. It’s a very short job to do that and will have far better gains, than for example, putting it in a newspaper.

 

 

Behind the scenes with our IT Support team
12 days of Christmas marketing
 

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Thursday, 13 December 2018
 
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