To remain competitive in today’s internet era real estate agents need to build a strong digital DNA. The digital picture is changing quickly making today’s game all about connectivity and engagement. That’s where digital DNA comes into play, showing not only that you exist online but that you are staying relevant.

With so many platforms to choose from when it comes to digital marketing, how can you do it right and more importantly, how can it assist you to connect with potential vendors?

Why your profile page is not enough

Gone are the days when you could simply put your biography up on an agency’s website and expect to generate leads. While such a personal profile page is a step towards your digital transformation, they generally act as directories and offer little differentiation between you and someone else. They are often written in a formal way to match the agency’s image with no real call to action.

By growing your digital DNA, you will become more visible to potential clients.

Jump on board to boost your visibility

In the past few years, the rise of agent directories on a number of real estate portal websites has broadened opportunities for agents. Available on sites such as Realestate.com.au’s Find Agents directory, Domain.com.au’s Agents directory, Homely.com.au’s Agent Finder directory and Realestateview.com.au’s Find An Agent directory – they offer features that allow you to customise your online profile.

To find out what’s included for free, here’s each portals marketing brochure:

On most sites you can add a photo and a blurb about yourself. On others, you have extra options that range from showing your stats to uploading a video. If you are one of the top performing agents, you might even be featured in a leaderboard against your real estate agent peers.

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According to Kylie Farr from realestate.com.au, more than 12,000 agent profiles are viewed each day on the website. “We know that 59% of people looking to sell have not yet chosen an agent. And, they say that the things most important to them are wanting to know the agent’s local knowledge and how they market their listings,” she says, adding that profiles enable agents to build their personal brand and demonstrate local knowledge and skills to potential clients.

Another place to keep an eye on are the major referral and review websites like OpenAgent.com.au and RateMyAgent.com.au. These types of sites act as connectors between agents and potential vendors. Even though they are new to the real estate industry in Australia, your presence on those can be another feather in your cap. By encouraging satisfied clients to provide good recommendations and by making sure your details are accurate you could be getting new leads from vendors in your area.

You can also go a step further by engaging with potential clients on social media.

Take the lead and reach out further

There has never been a better time to join the social media craze with three-quarters of Australians already signed up.

According to a report from Sensis, “this should be a wake-up call for businesses that aren’t yet on social media – this is where your customers are and this is where you can engage with them”.

Popular platforms in Australia include:

  • LinkedIn
  • Facebook
  • Twitter
  • Google Plus
  • YouTube
  • Instagram
  • Pinterest

Whilst more people are using Facebook, each channel has its niche audience and advantages when it comes to digital marketing.

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Pinterest, for instance, uses images to inspire its visitors, who are predominately female. Its a great tool for bookmarking home styling ideas, and it can be a great tool for real estate agents wanting to showcase neighbourhoods or the inside of an incredible home. Age is also a determining factor that will drive where people engage.

Knowing where and how best to focus your efforts will give you a better return on investment.

Sites like Homely, which combine profiles and social media, can also be a great place to engage with potential vendors. Homely lets people ask questions about agents and suburbs. Rob Trovato, NSW Sales Manager for Homely, encourages agents to take advantage of these features by asking questions themselves or by providing answers to existing ones.

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All in all, knowing where and how best to focus your efforts will give you a better return on investment.

Don’t leave it to chance

In the end, you just never know how people are going to come across your profile so you certainly don’t want to leave any profile unpolished.

With the digital space constantly evolving how do you plan to keep your Digital DNA up to date and looking its best? To have a real advantage over your competitors you need to invest in digital excellence. Contact myself and my team at Hoole.co to get a head start, and have your digital profiles updated by us on your behalf. Contact us today for more details.

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Melanie Hoole

Written by Melanie Hoole

Melanie specialises in helping real estate professionals perfect their personal brand, build a first-class digital profile, and implement inbound marketing activities to attract property owners planning to sell. If you are unsure which direction to take with your digital marketing – contact Melanie Hoole for help.

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