Whether you are a brand-new agency opening in your town for the first time, or an established Estate Agent hoping to expand geographically, a strategic marketing plan needs to be in place to assist with your launch, and guarantee success.

PR

You should try to get into your local newspaper; no matter whether this is digitally or printed. Not only will this give you brand awareness, but it will also increase the trust of the community in your area. You could do this with paid editorials, however, we know the media are constantly looking for news, so it is worth writing a press release about your launch. To make it newsworthy, send alongside a professional, eye-catching photo and striking headline. I have put below the press release, published for Nock Deighton’s expansion into Stourbridge, West Midlands. It is a good idea to build a relationship with the newspaper editor as this will help you in the long run.



Introduce yourself to the community

There are several ways you can introduce yourself in your area, both digitally and physically. Firstly, it’s a good idea to show your face around the high street; whether this is giving out leaflets, or meeting with the local businesses. This could also be done on social media through videos, which you can share into local Facebook groups, or ‘boost’ into the local area. It’s all about increasing the touchpoints!

Social Media

Social media should be used both organically and paid. You want the town to see you, as their local property expert, and your agency branding at every opportunity you get, which Facebook is great for. To begin the growth of your Facebook page, a Page Like campaign can benefit you massively. When the ads are set up correctly, the right Facebook users will be targeted by your page and encouraged to ‘like’ it. As they start to come in, your page will begin organically growing too. You can set up reach campaigns to increase the number of people your selected post are reached. Depending on your budget, and the size of your location, it’s possible to reach the whole town. To begin generating leads, Facebook’s Lead Generation Objective is a great tool.



Be a part of the community

It is important to slot yourself into the community, and show you really care about your local area. You could sponsor a local event or simply share small businesses on your Facebook page. Every little helps.



SEO

You want your website to rank on Google when the public is searching for a local estate agent. This doesn’t have to be a hugely expensive task- a few blog posts including the right keywords could set you up for success. You can track how many web visitors are from your desired area using Google Analytics, and track them as you grow.

Here are just a few things to consider when planning your launch. I would love to hear any other ideas. Email 

[email protected]

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