A survey of 1,000 luxury agents on their top marketing strategies finds them focused on personal websites, Instagram, Facebook, YouTube and SEO.
NEW YORK – A report based on a survey of more than 1,000 luxury real estate agents identified the industry’s top marketing strategies. The result? Agents’ efforts should be concentrated on websites, Instagram, search engine optimization, Facebook and YouTube.
The Luxury Presence and Sell it Like Serhant report found that three-quarters of responding agents still expected their business to make a profit this year, with a large proportion driven by marketing. They identified brand strategy and lead generation as their primary marketing areas. Luxury agents can enhance their brand through personalized messaging facilitated by customer relationship management (CRM) software.
The report notes that “Agents are especially recognizing the value of professional websites, which allow them to communicate their brand, showcase their listings and services, and provide valuable information to potential clients. This is especially important in the luxury real estate market , where a memorable online presence plays an important role in differentiating agents from their competitors.”
Agents also cited social media as one of their most important channels for generating leads, though an estimated “63% of sellers found their agent through a referral and 73% said that they would recommend their agent.”
For effective luxury agent marketing, the report asked agents to solicit testimonials, create newsletters and encourage past clients to send referrals. He also suggested that luxury agents “use automated reminders to stay on top of important tasks and follow-ups, and take advantage of opportunities to meet in person.”
Source: RealTrends (10/23/07) Lee, Audrey
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