Success from Online Marketing requires time, effort and investment.

“There are big changes in the UK property industry and I can really see innovation and tech playing a big part of the future success and directional road things take in the next few years.” Christopher Walkey.

Whenever I deliver a talk on social media, I am usually asked how to get quick results from little efforts, ie ‘how can I get my blog read by thousands quickly’ or ‘how do I get my video on YouTube to go viral’? I usually say the same thing and that is you can not expect miracles overnight and any miracle viral stories you hear about such as an image being shared millions of times over night is such a small percentage of real happenings in marketing that it would look like 0.000001 or less so more or less zero chance. But, clever and persistent marketing efforts and money spent wisely can increase your chances of getting a quality reach with what you share online.

Social media is now key in marketing within most online businesses and especially as all the platforms available are free to use and you can deliver as much content as you want without restrictions (so long as you abide by each one’s rules and terms obviously). When it comes to content being shared, you should ideally be in a position that you understand your target audience and the kind of content they’ll be responsive to, videos of kittens may attract a younger generation looking for the latest series of toys to collect and nag their parents for, but may not do it for middle aged prestigious property owners. When using digital marketing you also have to stay ahead of what is happening, both in trends and in advancements of technology. Things move so quickly that what you think is the latest in marketing could be already outdated or taken over by a whole new way of getting your message out there, you may not have taken notice of these changes, but you could find your business in jeopardy if your nearest rival has.

There are big changes in the UK property industry and I can really see innovation and tech playing a big part of the future success and industry road ahead in the next few years. Let us not forget that more people are entering the industry these days that have been brought up with social media, touch screen appliances and mobile internet accessing devices than those entering with only traditional marketing skill knowledge… First time buyers will understand more about Facebook advertising than Yellow Pages, a Tweet could find it’s way to your potential new client’s mobile inbox better than a leaflet through a door.

People have less time these days, you have fraction of a second chance to grab that browser’s attention if they in fact do come past something of yours online… You have to be mobile, be social, be current, deliver the present trending news and at the same time carry out the service of your business offering, ie be the Estate Agent or Property Industry Service Provider too.

So, to gain success from online marketing, you really need to dedicate time and effort in order to see results, it will not happen overnight or happen if you stand still too long. Think through what your target audience wants to see, how they engage with brands online and the best places you should position your brand on in order to be seen. I am not saying that viral marketing can not work for your agency, with the right budgets and clever thinking it can, but on a realistic level, I advise you invest time in order to get the ROI you are after online.

Christopher Walkey

Founder of Estate Agent Networking. Internationally invited speaker on how to build online target audiences using Social Media. Writes about UK property prices, housing, politics and affordable homes.

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