Estate Agent Marketing: How Sellers Choose Which Agent To Instruct

Google “online vs high street estate agents” and you’ll get nearly 5,000,000 pages debating one of the biggest decisions a vendor will make about the most valuable deal of their life. 

It’s a huge thinking point for them, and a bustling topic of conversation in the industry (as demonstrated at the #FeefoPropertyDebate, which you can read about here).

As an estate agent, you probably know exactly what a seller considers when choosing between an online v hybrid v high street estate agent; but as that decision comes to define the industry more and more, we need to listen up.

Sellers are the ones deciding the future of estate agency.

So what exactly is effective property marketing? What makes your agency stand out and is it what the client actually wants?

Bricks vs Clicks

Property Academy surveyed 14,530 sellers, who shone a light on their decision to go with a high street, rather than online, agent. 

Out of the 14,530 sellers, 34% or a little under 5,000 of those never even visited the agent, compared to the 32% who visited in advance.

And although this is most likely the biggest deal of their lives, 1/3 of sellers don’t take the time to visit offices at any point in the process.

This means that word of mouth, reviews, your website, your social media and whatever else shows about you in Google searches is saying more about you to your new and potential customers. You can learn more about the up to date, effective estate agent marketing techniques for attracting more vendors in 2020 here. 


Make The Decision Easy For Them

If you’re a high street agent, play to your strengths.

Vendors who favour the high street value the personal approach. 73% of those who went with traditional agencies valued their local expertise and ability to meet face to face; so make the most of that. Show them that you know the area, and make sure you bend over backwards to meet them when it suits them.


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