Elite AgentOpinionReal Estate Tech & Social

Do cold calls and letterbox drops really work?

Greg McCutcheon from Real Estate Bookings takes a look at the pro's and con's.

In the dark old days of real estate, agents had to rely on white pages and made hundreds of cold calls for new listings. They spent hours completing letter box drops of property pamphlets and other promotional material.

Today, very few consumers are tolerant of these methods. Pamphlets and brochures end up largely in the bin unacknowledged. Cold calls are ignored, mistaken for telemarketing or garner a hostile reaction. If your agency is still using these methods, unfortunately, you’re wasting time and money.

The Digital Marketing Revolution

Technology has undeniably transformed the marketing landscape, something that no industry can escape. To effectively reach consumers and avoid falling behind, every business must have a digital marketing strategy to generate leads. One that reaches the right people and is genuinely effective.

Wouldn’t it be great if your next listing came from someone who contacted you directly? Today’s digital tools allow you to facilitate this, and it all begins with the strategic use of digital channels like email marketing, social media and your website.

An Introduction to Content Marketing

Your website is your primary platform to build and nurture relationships, promote your brand, capture prospect details and generate leads. You want to be driving as much traffic to your website as possible. One of the most effective ways to do this is by creating high-quality content on your website.

This content can be anything from informative and insightful articles and market reports to infographics and videos. This content must offer something that is of genuine value and interest to your target audience and help build the reputation of your agency. With the right messaging and content, you can be seen as a leader in your area

Generating Listings With Digital Tools

Once you have valuable content to offer prospective clients, you can begin targeting them with it using various digital tools. Agents can use a variety of digital strategies to generate leads, such as:

  • Email newsletter – This requires your agency to create a lead magnet. That is a specific piece of valuable information, e.g. an in-depth market report, in exchange for their email address. This allows you to nurture them over time through email.
  • Social media targeting – Social media channels like Facebook and Instagram allow you to target specific demographics. This allows you to promote your content and listings to people that the information is relevant to, based on information like location, income and age.

Having a targeted digital strategy is essential for successfully generating leads online. If your agency gets it right, you’ll get more listings at a fraction of the cost of traditional marketing methods like cold calls, letter box drops and print advertising.




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Greg McCutcheon

Greg McCutcheon is the CEO of Real Estate Bookings. For more information visit realestatebookings.com.au