2021 Marketing Trends For Estate Agents

2021 marketing trends

2021 Marketing Trends For Estate Agents

After the crazy year of 2020, we’re looking to the future and have pulled together our top marketing trends for estate agents in 2021. Are you doing any already or have had any success with other trends? Comment them below.

Instagram Reels

Instagram’s rival feature to Tik Tok, Reels are short, 15-30 second multi-clip videos with audio, effects and creative tools. It was introduced late summer, but we’ve only just started to see them used a bit more regularly by brands, so expect to see them a lot more in 2021. 

Instagram has some really useful ‘how to’ guides for reels here. But in short, all you need to do is swipe right on your home screen to where you would normally create a story. At the bottom you’ll see three options – live, story or reels. Make sure you include relevant hashtags like you would do a normal Instagram post so it gets found. 

Why are we recommending Reels over Tik Tok? Instagram has an older age demographic than Tik Tok. Popular among the younger audience, Tik Tok’s most popular age bracket is 18-24 year olds (26% of users). Whereas Instagram’s is more popular amongst 25-34 year olds (30% of users), which is the age where most people start to consider buying a house or starting a family and needing to sell their current house to increase their space. 

Some Instagram Reel content ideas for estate agents: 

  • Take a short, 2 second clip of each room in a house and clip them together into one short video. 
  • Jump on Reel trends within the office! Is there a new dance routine that you think your team could master? 
  • Shoot some short clips of the local area to showcase why people should live there. 


Making a stand for your high street

Covid-19 saw a big shift in customer behaviour towards supporting local, independent shops. We saw Facebook groups set up for showcasing local products and newspapers rallying round small business owners. And it wasn’t just local shopping that saw an increase in popularity, ethical shopping did too. People are willing to spend a little more for sustainably sourced products in recyclable packaging, and it’s often the smaller businesses that care about these issues too. 

This is a buying trend set to stay in 2021, with Forbes recently reporting that ‘41% of consumers intend to buy more locally in the future’. 

This is great news for your physical high street location; more customers in the high street means more footfall for your agency too. But make sure you go further than just being present in your town. You need to be the heart of your town and become a community hub. 

Some marketing ideas for supporting your community:

  • Have a large agency? Can you set aside a small space to showcase local products as a pop-up shop idea? 
  • Sponsor events / sports teams. Sponsorship is a tough one, you’ll often find you’re inundated with requests and despite a want to say yes, you won’t necessarily be able to afford it. Pick sponsorship opportunities that matter to you, or ask your office staff which causes matter to them. 
  • Use your social media to showcase your local businesses. Social media was built for community and it doesn’t have to always be about property. Seen something you like in a local shop? Take a photo of it and pop it on your social media, tagging the shop. You never know, they might just return the favour.

Human Experience

The lockdowns and restrictions of 2020 has meant most of us are missing human interaction. We also like to know who we are buying from and prefer a more authentic approach to buying. This doesn’t always have to mean physical contact, especially as Covid looks like it’s going to be around for a little longer yet. Digital relationships can be just as powerful. 

We’ve tested it – social media posts with humans do better than those without (animals do pretty well too!). It can be the most beautiful house, but people still buy from people. Don’t always hide behind your brand – leave that to the large international corporations. 

How can you be more human in your marketing?

  • Let people know who they are talking to online. If you’re replying to a social media comment or inbox message, pop your name at the end of the message. 
  • Get in front of the camera. We know this isn’t for everyone, you have to be confident in your presenting ability. But if there is an outgoing presenter personality in the office they could do some social media live house walk-throughs are Q&As on selling your home. 
  • Something funny, interesting, emotional happened in the office? Perhaps it’s a birthday, retirement or promotion. Post it on your social channels or perhaps write about on a blog post. 


Prepare for smaller screens (again!)

The reason we’ve put ‘again’ is because we hope your website is already mobile optimised and you’re checking it regularly! Even if it was perfect a year ago, updates might have meant that something on your website is no longer working as it should. We work in an office, so we often check our website on a desktop. It’s really important to go check it on a mobile too – and even better check it on different mobile devices (eg IOS vs Android). 

It’s no secret that mobile usage is increasing. In 2020, 84% of UK adults own a smartphone, so there’s a good chance that a large amount of your website traffic will be viewed on a small screen. You can find this out if you have Google Analytics. If you don’t ask your web developer to install it for you. Go to Audience > Mobile > Overview for a breakdown of mobile vs tablet vs desktop users on your website. 

How to make sure your website is optimised for small screens.

  • Check it! Take the time to go through every page on your website. Complete your contact forms and fill in your filter and sort options on your property search page to make sure they are all working as they should. 
  • Use a screen recorder. Software like Hotjar are a free way to see how people are using your website. It records how people scroll and click through your website so it gives you some very valuable insight. If you install a screen recorder make sure you update your cookie policy – Hotjar has some information about what to add on their website. 
  • Sit with someone who has never used your website and set them questions. Eg, ‘find a link to our Facebook page’, ‘search for a three bedroom house under £300,000’ or ‘show me what pages you would visit if you wanted to sell your home’. Watch how they browse your website, it might flag up some issues. 


Chat how you choose

The prospect of accepting having to wait over 24 hours for an email reply is behind us. Potential buyers want to chat instantly and they want to chat with you in the way they choose. 

People expect to be able to contact you on social media and in some cases, Whatsapp. Additionally, live chat is starting to become an expected feature on a site – it has the highest consumer satisfaction rate at 92%. You could even take it one step further with Chatbot software to guide people around your website.

Tips for a spectacular chatting experience:

  • Install a live chat on your website. Speak to your web developer to see what they recommend as there are a few different free and paid for options. They’re very sophisticated, you can get them to turn on and off at times when you are in the office.
  • Answer social media messages quickly. On Facebook the ‘very responsive to messages’ badge shows people which Pages respond quickly and consistently to private messages. To get the badge, your Page must have achieved both a response rate of 90% or more and a response time of less than 15 minutes.
  • Give people options – on your contact page have a telephone number, live chat button, Whatsapp button or email option. When people can choose their preferred method of contact they are more likely to contact you and be satisfied with the experience. 

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