Mistake 17 of 29: "Losing money by not spotting the opportunity in key events"

There is always some excuse for failure in estate agency. It’s too hot, it’s too cold, Brexit, elections, budget, holiday season, and, as I write this, the football World Cup. It has been estimated that 50% of the population take an interest in the World Cup – how many of those will take their eye off the ball (excuse the pun) during working hours?

If you think I’m saying estate agents lose business because of this, you’d be wrong.

This is not a warning, it’s an opportunity!

My point is; do you actively find ways of harnessing such events in your estate agency marketing to engage with eg. your football-loving prospects, whilst subtly driving home your key messages? You could of course have the footie on in your office window - but that would only appeal to the handful of people who happen to pass your window at that time.

I’m more interested in helping you engage with the tens of thousands of local people with whom you do not yet have a relationship, up to half of whom are likely to be interested in the World Cup or other major events. Here’s an article I issued to my content marketing clients in preparation for the tournament, along with eleven annotations that highlight the techniques used to communicate with the reader – powerfully:

Business-minded estate agents keep a sharp eye on newsworthy topical issues and are skilled at harnessing them as an instruction-generation tool. It could be an election, a budget, a war, the economy, Wimbledon, a royal baby, etc. But how good are you at converting the obvious into the sublime? Added to blogs, your website, newsletters, or Brief Your Market-powered social media or email marketing, this type of content certainly separates the panel-beaters from the embroiderers!

And if you need a hand supercharging your own content…you know who to ask! Just click on REQUEST PROPOSAL below and I’ll send you some samples/pricing and up to 100 FREE articles if you engage my ghost-writing services during the World Cup.

(PS: As I have no interest whatsoever in football, you’ll find me writing articles for estate and letting agents when others are watching the game. Sad but true!)

Key point: “Remember to find the estate agency angle on non-property-related issues and events to elevate your position as the property expert"

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