Hiring A Real Estate Digital Marketing Consultant & The Mistakes To Avoid

Hiring A Real Estate Digital Marketing Consultant & The Mistakes To Avoid


– Marketing today, especially online, is harder than it’s ever been before and things are changing so fast. A lot of real estate
businesses just like yours know they need help keeping
up with that rate of change so they’re turning to third party digital marketing companies
or consultants for help. But sadly we hear all too often
from real estate businesses and franchise organisations
who have started working with a third party marketing
company or consultant only for it all to end in broken promises and poor results. So, on this week’s video, that’s
what we’re gonna talk about and what you need to know about hiring and working with a
digital marketing partner to get the best possible results. Stay with us. (light music) Hi, Josh Cobb here from Stepps. You know, winning attention online today as a real estate professional is hard and it’s harder than
it’s ever been before. You’re not just competing for attention against other real estate agents, on social media specifically,
you’re competing for attention against people’s family and friends and the things that
they deeply care about. On Google, you’re competing for attention against the major portals,
ratings and reviews websites, and lead generators with
big advertising budgets. So, what do you do? How do you keep up with
that rate of change and what are the strategies
for cutting through all that noise to generate new business? Well, a lot of real estate businesses are very busy and they need to turn to third party marketing agencies, social media or digital
marketing consultants to help guide them and then to
actually do the work for them and while sometimes that
is a match made in Heaven, it doesn’t always end up being a fairy tale business relationship. We hear from agencies,
franchise organisations, and individual agents all the time who have engaged a
third party to help them with their digital marketing only to be left with minimal, if any, return on their investment. The marketing consultant or agency ends up getting fired
and the real estate agent or agency is left thousands
of dollars out of pocket and then become quite
jaded about the whole digital marketing thing as well. So, they go and do everything
else that they used to do in terms of advertising and marketing and they revert to the old way and this is a really sad reality in so many real estate businesses. We all know how important
the internet is for growing our business and engaging a
third party marketing agency or consultant is almost
always the best approach because you can’t do it all yourself and hiring someone in house
is not always possible or the best approach either. So, what should you do? Well, tip number one is to be really clear about what you actually want help with. A social media consultant is
likely not the best person to help with your SEO or your website. Just like an SEO consultant
is likely not the best person to help with your social media strategy. These are both very different skill sets just like property management
is to sales in your business and you shouldn’t expect to
hire a marketing consultant or agency that can do everything and especially things
outside of their specialty. There are some agencies and consultants who do have people in
their business to help with most areas of digital marketing. They’re rare and
sometimes it can be better to have different consultants
or multiple agencies all working together to help
with all of those different areas of your digital marketing. Tip number two is to look
at what the consultant or marketing agency are doing themselves. If they’re claiming to be
the best at social media, SEO, or content marketing,
but they’re not doing any of these things well themselves, it pays to question if they
are going to be the best fit for your business. Tip number three is ask the
consultant or marketing agency for some case studies and results that they’ve achieved for
other real estate brands. There are a lot of digital marketers who use figures like
growth in Facebook likes, Instagram followers, or website traffic as the reason behind why
you should choose them but you need to go deeper and
look at more valuable metrics like growth in email
subscribers, vendor leads, property management leads,
or inbound inquiries that they’ve generated for their clients. Any marketing agency or
consultant worth their fees will be able to show you
how they deliver return on investment for their clients. Not just big, fluffy numbers. Also, go through their
portfolio on their website and pick out a couple of their older and newer clients to call. Ask them what their experience was like and what were the tangible
results that they’ve received from working with that
particular marketing agency or consultant. Our final tip, tip number four is to try and look for marketing agencies and consultants with experience in the real estate industry and those who understand the audience that you’re trying to engage with. That’s homeowners, sellers,
investors, tenants, and buyers. There are a lot of marketing agencies and web developers and consultants who specialise in other industries like e-commerce or consumer products and they do an excellent job but when it comes to real estate, it’s a very different consumer and a very different
product and service to sell than every day consumable items. You’ll likely find that
by working with an agency or consultant who has experience
in the real estate industry will cut down on that back and forth between you and your marketing partner because they understand your audience at a much deeper level and it will also cut
down on the time required for the discovery process at the start which is a nice thing as well. So, hopefully these quick tips have given you some
clarity on how to approach your digital marketing moving forward and if you’d like to see how our team here at Stepps can help you, head over to stepps.com.au and check out some of our recent projects with some of Australia’s
most forward thinking real estate brands. And until next time, I’m Josh
Cobb, thanks for watching. (light music)

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