How Proactive Marketing Can Put Your Property in Front of the Most Likely Buyers

It’s easy for Estate Agents to overlook the fact that the majority of the population are not actively searching online property portals (such as Rightmove, Zoopla, and so on) and often only hear of certain properties being for sale (or sold) through word of mouth, when it’s too late to take action.

A multi-channel approach to marketing a property is essential for matching the right purchasers with the right properties. Whilst property portals and social media promotions are a prerequisite, a regular newsletter sent out to a highly qualified subscriber list offers huge value and is an invaluable additional marketing channel. A good quality newsletter puts clients’ properties in front of a very tailored and qualified audience in a way that not even the social media channels can. It does this through presenting not only properties for sale, but by encompassing a range of content that is interesting and relevant to readers so that they engage with it – whether they are actively looking for a property or not.

Our company newsletter “Coffee Talk” has been running for over 10 years and has more than 12,000 subscribers. Besides showcasing properties for sale, it contains local news and information curated to be engaging for the audience. The readers we have attracted over this period, and through the content we publish, are specifically tailored to be a good match for our clients.

“Coffee Talk” covers unique and exclusive properties, new build developments, land and building plots, market updates and insights. It includes access to off-market private properties that are not available on the open market and are visible to our subscribers and registered clients only. Guest expert columnists such as solicitors, surveyors and financial advisors regularly cover topics such as mortgage markets and product availability. “Coffee Talk” also includes local news and events, plus a regular selection of eclectic items and articles such as the “painting of the month.”

The benefits to our clients are measurable and tangible. Not only does it put their property in front of the most highly qualified audience in the local area, it also presents opportunities for any of the 12,000 subscribers to see a property that might be of interest to a friend, relative or colleague and easily forward the newsletter on to them. The nature of an electronic publication like this also allows instant and direct feedback to our property managers, showing them which featured properties or articles were most popular. This valuable market intelligence means we can adjust a campaign if, for example, the initial marketing images are not connecting with the audience in the same way that others might be.

Properties featured in “Coffee Talk” have resulted in successful sales to people who were not actively in the market looking for a house move. A unique or particular property may catch the attention of someone (they may have coveted or have some history with the property) which in turn results in them enquiring, viewing and purchasing simply due to the fact the property was put in front of them via the newsletter.

If you’re a buyer or seller, or if you have an interest in what’s happening in the local area and property market, take a look at a recent edition of Turpie & Co’s “Coffee Talk” newsletter.