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How Letting Agents Can Diversify Their Marketing Strategy

12 February 2021 Julie Davidson Read time: 2 min
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Julie Davidson

Letting agents will know all too well about the good old days of marketing. Or, should that be the "simple days" of marketing? A few canvassing cards here, some space in the local newspaper there and, voila, sit back and let the leads roll in. 

However, today's landscape is somewhat different, and agents have had to adapt to the digitisation of marketing processes. While that means more channels to navigate, the opportunity to increase your brand's exposure has also increased. 

We're sure you're already doing a ton of stuff when it comes to digital marketing, but how are you diversifying your outreach? In this guide, we're bringing you the lowdown on how to diversify your marketing strategy and increase your reach. 

Why is it important to diversify your marketing efforts?

Keeping up with the latest trends in marketing is a 24-hour job – the only certainty is change itself, but that's not a bad thing. It allows you to diversify your efforts and, if done right, you can reap the benefits, such as:

  • Maintaining multiple marketing channels and seeing the perfect synergy between them
  • Staying ahead of the curve and adapting to new trends quickly
  • Better experiences for your target audience
  • Spreading marketing risks through diversification of your strategy.

But how do you diversify your marketing and create a strategy that performs like a well-oiled cog throughout multiple practices? Here are our top tips for branching out with your marketing efforts to develop a robust and varied strategy. 

Don't jump on new trends without seeing how it fits into the wider picture

It can be tempting to hop on the latest trend and follow everyone else's paths – and, in some scenarios, this approach may prove to be fruitful. But there needs to be a thought process behind it that asks the question, "how does this fit into my brand archetype?"

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You should focus on cultivating a consistent message to your target audience, be it landlords or renters. And no matter how tempting it might be to create, say, a TikTok account because that's the done thing at the moment, step back and ask yourself how it fits into the broader picture and relates to your brand. 

Place more emphasis on social media

Social media platforms offer an alternative to organic and paid search from Google and Bing while also fitting into the larger marketing picture. A strong social media presence allows you to engage with your customer base on an organic level. 

That means doing more than reposting other content and liking the odd message. Instead, use it as a genuine platform to build relationships and fill up your pipeline with high-level prospects with who you've already formed a relationship. 

Work with specialists

Hiring a full-scale marketing team may not be a realistic option, but working part-time with specialists can boost your in-house efforts. Asking a letting agent to suddenly become a PPC pro, understand the ins and outs of content marketing and be at one with SEO practices is unrealistic. 

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Yet, working on an ad-hoc basis with specialists in their field allows you to diversify your marketing with more confidence. It provides you with an outside-in approach to your set up and can give you the edge over local competitors. 

Get super personal

One of the best ways to diversify your content involves personalisation. Customers are accustomed to a more personalised service now, and the use of data and metrics can provide you with greater insights into landlords and renters.

We don't simply mean adding a "hey [insert name]" line into your next email. Instead, take a deep dive into your customer personas to really get to know your audience. It will allow you to create content catered towards their interests, which builds trust and leads to more acquisitions. 

Rolling with the changes

Diversifying your marketing strategy keeps your content fresh and will likely mean better engagement rates with your audience. Your agency won't be dependent on one marketing channel, and you can start increasing your profile, leading to more trust, more interest and more stock. 

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