Sales and marketing strategies for buyers' agents, iphone on notes folder

16 September 2019

Sales and marketing strategies for buyers' agents

Effective sales and marketing strategies are critical to building your personal brand, attracting and retaining clients and promoting your business – even more so in the changing market.

With an unlimited supply of information readily available, Basic Bananas’ Aga Russell and STRAND Property Group founder Michael Ossitt have used a recent REINSW webinar, to help address the best ways to cut through the white noise and pinpoint a winning marketing strategy.

Key topics covered include:

  • Strategy and planning
  • Branding and positioning
  • Online and offline marketing strategies
  • Sales process
  • Systems and processes

Implementing strategies and plans

Ossitt launched the conversation by asking Russell a simple yet important question: “What is marketing and why is it so important for small businesses to have marketing strategies in place?”

“Marketing is basically everything you do from the copy on your website to the way that you deliver your services to your customers or clients,” Russell responded. 

“It’s super important to have a marketing strategy and plan in place to avoid a scattered approach to marketing. So one thing a lot of business owners do when they think about marketing is to think, ‘Oh, I might try some Google Ads, or I read something about Facebook advertising, I’ll try something here and I’ll try something there’, but it’s very scattered and it’s really hard to track results that way, and to see what’s really working for your business.”

Instead, Russell suggested buyers’ agents “take the time to sit back and think about what you would like to achieve with your marketing, think about who you’re speaking to, who is your audience, then planning accordingly and choosing the right strategies.”

Ossitt agreed, saying: “It’s about not relying on one strategy and hoping for the best, because that strategy can dry up, but having multiple ways that people can come to you. It evens out that flow of new prospects and customers.” 

Effective branding and positioning

Ossitt continued the conversation, asking, “Why is it important to have a brand and what should businesses do to maintain or elevate their brand?”

“Your brand is one of the most important assets in your business. It’s the one thing you can really take control of to attract the right clients,” Russell said. “Having a consistent brand across everything that you do will help to build trust – people will get to know you and tell their friends about you.”

Russell went on to suggest some simple questions buyers’ agents can ask themselves, to better position their business. 

They include:

    1. How do I want to be perceived? This is your brand’s characteristics and what makes it different e.g. professional, quirky, family-oriented. 
    2. What do I want to be known for? Rather than trying to do a little bit of everything, consider the benefits of specialising in one area and being recognised for your expertise. 
    3. What is unique about my business? How do I do things differently that makes me stand out from my competitors?

Want to learn more about effective sales and marketing strategies in the real estate industry? Click here to watch the full webinar.

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