In this article I’m going to take a thousand foot view of a complete marketing system, just to give you an idea of the overall process you need to go through, and the order of that process to build a strong well ordered workable marketing system.
Now when you get into the marketing of your property business, there will be processes and ideas that pertain only to YOUR business, but in this article and accompanying podcast I wanted to take a more holistic view of the overall structure of a professional marketing system for your property business.
What Should A Complete Property Marketing System Look Like?
So what does an overall marketing system look like, and how easy is it to get it all together? Well the short answer, and the honest answer is it may take a while, obviously dependent on how dedicated you are to getting it all in place. The good news is that you don’t have to do everything all at once, and in fact you need to break things down into smaller manageable chunks in order to get them done, and to test what you’ve done.
I think the best way to do this is to look at the client journey, once a complete marketing system has been put in place and then the steps you need to take to build that system.
The system is primarily built in 3 separate parts.
- A Consistent Social Presence - This is where people get to know you, like you, trust you. This is all about awareness. It is also the place where you can direct people through to more information about you and your business.
- Stable (Scalable) Traffic Program - This is about taking control of consistent, manageable traffic system.
- Professional Online Business Presence, here we’re talking about your websites, your follow up nurturing campaigns and online call booking. This is what we call our conversion environment. Where we convert site visitors into clients.
1 - A Consistent Social Presence
So a typical client or prospect journey could be, the prospect sees a post or a piece of organic or social media content. This could be a Facebook post, YouTube video, an article on LinkedIn or even a social post that links to a blog post. This is what we call organic content, as opposed to paid media content such as ads.
If you do this well, you will begin to drive interested parties from this organic and social content to your websites. The third part of the overall structure are those websites, which is the Professional Online Business presence, more on that later in this article. This type of traffic is called organic traffic, because it has come from unpaid, organic media sources.
2 - Stable Traffic Programs
The second part of the overall marketing system is sustainable and scalable traffic programs such as paid Facebook ads or in-stream ads on YouTube, these are the ads that are played before, during, or after the video that someone watches on YouTube video, or it could be a LinkedIn outreach marketing strategy through a company. This is something you won’t be doing straight away, but is a more sustainable and scalable source of traffic than the organic route. In other words you are in control of that traffic and that traffic can be scaled over time
3 - Professional Online Business Presence
So whatever route you get traffic through, organic or paid, the root of your online presence would be your websites, I say websites because the majority of property investment businesses have two distinct fronts to the business.
The first and arguably the most important is the investor facing website. This is your main business shopfront. This is the site that attracts and converts those who want to invest with you or your company to get a return on their investment.
This could be focused on your property sourcing business or attracting investors into the development projects that you specialise in. The other site is more of a local or nation property buying service with the USP, the unique selling proposition, of speed. Buying property to your specification usually under market value and purchasing at speed. This is called a motivated seller website.
From the marketing point of view, you would typically use paid ads and other paid traffic methods to get targeted site visitors. The site should be dedicated to just ONE thing and that is to convert the site visitor into a lead.
Another way is to use Facebook ads to actually capture the leads from within the Facebook platform itself. Those leads can then be pumped into your CRM to trigger follow up emails to nurture those leads and direct them through to completion. I will be doing a podcast dedicated to the process, costs and implications of using a platform like Facebook to generate motivated seller leads soon, so keep an eye out for that, it’s one of the reasons to subscribe to my podcasts so you don’t miss any of this information.
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So now we have the basic structure of an overall concept of your marketing system and the way a prospect would come to you and your business which starts with ‘A Consistent Social Presence’, moves into sponsored posts or social platform advertising, this is the ‘Stable (Scalable) Traffic Program’, and then ultimately onto your sites where you convert visitors into captured leads, the ‘Professional Online Business Presence’.
The Property Marketing System Build Process
We now need to understand the build process. In other words what do you start with and where do all the elements of the overall marketing system fit in.
The starting point has to be your conversion environments, your websites and funnels. If you think about this logically, if you don’t have a home on the internet, in other words a motivated seller site and a professional and credible investor facing website, where do you send people to?
Whether you are doing social posting or advertising, the end goal is to get people to a source of information, prospects will want to see some sort of online presence where they can start the interaction and engagement process with your solution or business authority site.
A typical solution site is your motivated seller site, so whether your target market is property owner in Burnley or disgruntled landlords, you need somewhere you can direct them to in order to begin that all important engagement process.
An authority site is your property business website that attracts investors or those looking for sourced deals.
Once you have your solid grounded homes on the internet you can then look at ways to drive traffic to those sites.
From a client or prospects point of view, your first port of call for traffic would be social media posting and then moving into ads for a more consistent, controllable and scalable traffic system, but ultimatly, it's the websites that come first.
Don’t think you need to put all this in place all at once, instead, build your holistic marketing system over time, piece by piece, getting each one right before moving on to the next step.
Conclusion
I know this may be a lot to take in, especially if you are at the beginning of building your property business, but it’s important to build with purpose and be strategic in your approach. Build your property business taking purposeful focused steps. Remember, Rome wasn't built in a day. Start with your websites, so you have somewhere to send people to find out more about you and your business and then and only then start to use social media or ads to drive the traffic to those sites.
If you want some help getting your property business online then book a quick call with me online and at a time that suits you, I’m here to help... So book a call with me so I can go through what you need to do to start building a professional online marketing system that's right for YOUR business
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