Tougher time for Agents = Better times for Papers = Time for Re-think

With a slight cooling off of the market, newspaper guides are full of properties available – often at great expense to you the Agent.

This is a boom for newspapers, but I think that trends are changing. Agents are becoming smarter and know now that aggressive marketing of properties is best conducted online – not just in newspapers.

There is a solid case for this – online is where the buyers are. Sure most buyers will read a newspaper property guide, but it is the Internet where they will do the research before contacting an agent for further information.

The smart Agent will create an aggressive advertising spread, but the smartest will make all advertising lead back to their website.

Here is what you can do.

Property ID Numbers – Your website should be set up, so that a user can simply go to your website and add the property ID number and get direct access to that property. This can be done in two ways.

1. URL Link i.e www.sarahlorden.com.au/24356 (example only)
2. Or with a Property ID box on your home page that a user simply inputs the property number and is directed to the listing.

Where should you advertise the ID number.

1. In all print advertising for all properties
2. On images that get exported to major portals
3. On signage at the property
4. On Flyers
5. On Window/Property Cards
6. Any Phone Enquiries

I think it is time for a complete re-think for advertising in cool times and that obviously involves the Internet.

You Must: (Residential)

1. Be on www.realestate.com.au
2. Consider www.domain.com.au
3. Make sure your own website has all the features and systems in place that both reflects your brand in the market and also the needs of buyers and vendors.

You Must: (Commercial)

1. Be on realcommercial.com.au
2. Be on commercialrealestate.com.au
3. Make sure your own website has all the features and systems in place that both reflects your brand in the market and also the needs of buyers and vendors.
4. Stay away from Promoting Propertylook. (which charges per listing and is owned and operated by the big commercial franchise chains)

You only need basic packages on each of the portals (do not fall into the trap so many agents do and that is to spend silly amounts of extra dollars for basic things like logos next to your listings.

Newspapers

SEO For Real Estate
Listing Leads
Agentpoint Real estate

About Peter J Ricci

Peter Ricci is the Director of Agentpoint.com.au, Business2.com.au, Ginga.com.au and ZooProperty.com and has been involved in designing and developing real estate systems and websites since 1997. In July 2001 Peter founded Business2.com.au to help real estate agents better understand the power of the Internet and the real estate landscape in Australia and New Zealand. Since then he has penned over 300 articles on a variety of subjects in the real estate technology industry. Business2.com.au is now the leading real estate technology site in Australasia.
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