I recently did a blog regarding how effective video presentation had been for our company. As I sat talking to clients in Monaco the other week, I realised that the blog needed updating.
The Internet has moved on at a pace and will continue to do so for the forthcoming generations. Information is power but unfortunately there are a number of marketers that get it completely wrong and pass this onto their clients.
As I sat in a restaurant overlooking the harbour, I realised that our client was fully briefed and ready to move forward all because of a short 90 second video we sent. The meeting was a success and we sealed the deal over a wonderful lunch before heading back to cold Wilmlsow. On the plane back I decided that we need to conduct more business with our potential clients in this manner. We send emails, flyers and make hundreds of phone calls a week but a simple video will convey our message faster and more effectively.
The written word is being superseded by images and video tutorials. YouTube recently stated that it uploads one hour of video every single second. That’s a frightening statistic when you consider that amount of people that access that site every day.
A few years ago we uploaded a video landing page and were over the moon at the end result of 25,000 visits per week. We changed of strategy to fall in line with the public’s need for more information and uploaded video’s with voiceovers, music and even introduced a “webinar”. The traffic the site generated rose from 25,000 to 225,000 a week and is still rising.
If you’re looking for an innovative and measurable approach to marketing your company, its products and services a video voiceover is the way forward. We highly recommend Voice Takeaway and the services they offer. Video presentations work for us and so why couldn’t it work for you?
Thursday 17 July 2014
Online estate agents
Online estate agents have been getting a bad press recently from the high street estate agent.
Some of them thoroughly deserve it while the more professional among us feel a little embittered by it all. At times, my Twitter feed is deluged with comments from some high street estate agent complaining about something or other. Some of it makes for interesting reading but most of it is just inane drivel worthy of being written by a poorly informed office boy who’s been told to raise the profile of the brand via Twitter and Facebook.
The PR machine clicks into overdrive as soon as you mention the online estate agent charges an upfront fee and then we apparently “sit back and do nothing now they’re paid".
This is where my blood starts to boil.
When we were looking for a property for a client, I was truly appalled at the level of customer service we received at the hands of a few local high street estate agents. We contacted a number of “local” online agents and they were even worse, if that was possible. We weren't looking to split commission or take a vendor away. We simply needed property details to pass on to a client. Finally, we used an estate agency from Nottinghamshire to assist us with renting the home in Cheshire for the client..!!!
Some of the very people on my list of Twitter followers, who have made dreadful remarks about online estate agents, were guilty of a level of customer service that was outstandingly poor and breathtakingly inept. In my experience, some of these “experts” in the sale of luxury homes have absolutely no idea when it comes to the marketing of luxury homes.
Recently, I walked into an agency in Wilmslow and the agent, who was sat at their desk eating lunch, couldn’t be bothered to take my details and or provide me with a property brochure. I was told to visit the website and download the details. So, in a fit of pique I went to their local rival and got the details and the client then took on a long term rental.
Another estate agent within the “Golden Triangle” was more concerned in finding out the current address of our well known client and gaining an autograph than sending us any details. When pushed they stated that “they were just being drafted” despite the property having being on their website for over three months. When we finally got the details it contained five photographs, on three pieces of 90gsm paper and a written description worthy of blind person's attempt at describing the property. It bore absolutely no resemblance to the actual property and missed crucial details. The property was listed at £8,000 pcm and we've since installed a client into it via another agency, again no commission payable to us.
However, there are a lot of high quality high street estate agents in Cheshire that are moving with the times. They are slick, professional, organised and treat every potential client as though they are long lost friends. These “New Age” high street estate agents know the Internet, their client base and the client base they are trying to reach. They understand that online estate agents are here to stay and rather than fight them, they work with them. Long gone are the days of newspaper advertising being the way to reach potential buyers. Working together in cyberspace is the way forward.
The savvy high street agent now works with online estate agents whom have an enormous audience reach, our reach is over four million and we’re small fry compared to the likes of Hatched and Rightmove etc. They also know that there's more than enough room for both types of estate agent and more than enough stock to go around.
When we relaunched Britain's Best Home, we decided that we’d do it differently. We’re going straight for the customer rather than wasting time with the old style high street estate agent. Can you imagine the tagline “Do You Own One of Britain’s Best Homes For Sale?”.
We want to work with estate agents that are pro-active, professional and offer a level of service akin to our own. Therefore, we’re starting our own estate agency, Benedict & Black, and we’re marketing homes valued at over £800,000 and “well appointed”. Benedict & Black will be about high-tech video production, photography and a level of customer service unrivalled in our local area. Any and all working collaborations with other agents are done at 0.5% and any direct instructions at a maximum of 1% of sold price. We’re so confident in our ability that we’ll even give a full refund and money back guarantee if we don’t do exactly what we say we will or the property isn’t sold within a specific time frame.
However, it’s not our main focus because we enjoy marketing luxury homes to the masses and it’s what we’re very good at. Britain’s Best Home is our love, passion and desire.
When we start our property management side, we’ll interview potential clients in their current home. A great idea thrown out by Chris Watkin, one of the best informed Twitter followers a letting agent could have. We won't take any old references from potential tenants, we'll go and take the reference face to face. A great deal of work I agree but in the long run taking on a select number of properties and marketing them well at 12% is better than having 300 properties and scraping 7%.
How can an online estate agent do this?
The answer is simple; working with professional high street estate agents makes life easy. We’ve stayed true to our online roots and, yes, we will have a shop front in major areas as it forms part of our marketing strategy. “You’re not an online estate agent if you have a shop front” someone will type. Have you seen the amount of paperwork a successful estate agency creates..!! Any shop front will be closed to the general public with visits by appointment only.
Every day I read comments from high street estate agents decrying our online services. They make claims that are designed to “scare” the public, painting us to be money grabbing charlatans. Please, look in the mirror before your next blog or comment. All this politicking does our industry, as a whole, no good whatsoever. It just serves to prove to the public right in their perception that we’re all a bunch of money grabbing charlatans, which most of us aren’t.
Tom Benedict has over 30 years experience of the property market with the past 10 years living and breathing the luxury and high end property sector. As Senior Partner of The BBH Group, which incorporates Benedict & Black Online Estate Agents, Britain’s Best Home, Spain’s Best Home and several other businesses, he is passionate about the luxury homes industry and its place in the world of marketing.
@BritainBestHome
Google+
Facebook
Some of them thoroughly deserve it while the more professional among us feel a little embittered by it all. At times, my Twitter feed is deluged with comments from some high street estate agent complaining about something or other. Some of it makes for interesting reading but most of it is just inane drivel worthy of being written by a poorly informed office boy who’s been told to raise the profile of the brand via Twitter and Facebook.
The PR machine clicks into overdrive as soon as you mention the online estate agent charges an upfront fee and then we apparently “sit back and do nothing now they’re paid".
This is where my blood starts to boil.
When we were looking for a property for a client, I was truly appalled at the level of customer service we received at the hands of a few local high street estate agents. We contacted a number of “local” online agents and they were even worse, if that was possible. We weren't looking to split commission or take a vendor away. We simply needed property details to pass on to a client. Finally, we used an estate agency from Nottinghamshire to assist us with renting the home in Cheshire for the client..!!!
Some of the very people on my list of Twitter followers, who have made dreadful remarks about online estate agents, were guilty of a level of customer service that was outstandingly poor and breathtakingly inept. In my experience, some of these “experts” in the sale of luxury homes have absolutely no idea when it comes to the marketing of luxury homes.
Recently, I walked into an agency in Wilmslow and the agent, who was sat at their desk eating lunch, couldn’t be bothered to take my details and or provide me with a property brochure. I was told to visit the website and download the details. So, in a fit of pique I went to their local rival and got the details and the client then took on a long term rental.
Another estate agent within the “Golden Triangle” was more concerned in finding out the current address of our well known client and gaining an autograph than sending us any details. When pushed they stated that “they were just being drafted” despite the property having being on their website for over three months. When we finally got the details it contained five photographs, on three pieces of 90gsm paper and a written description worthy of blind person's attempt at describing the property. It bore absolutely no resemblance to the actual property and missed crucial details. The property was listed at £8,000 pcm and we've since installed a client into it via another agency, again no commission payable to us.
However, there are a lot of high quality high street estate agents in Cheshire that are moving with the times. They are slick, professional, organised and treat every potential client as though they are long lost friends. These “New Age” high street estate agents know the Internet, their client base and the client base they are trying to reach. They understand that online estate agents are here to stay and rather than fight them, they work with them. Long gone are the days of newspaper advertising being the way to reach potential buyers. Working together in cyberspace is the way forward.
The savvy high street agent now works with online estate agents whom have an enormous audience reach, our reach is over four million and we’re small fry compared to the likes of Hatched and Rightmove etc. They also know that there's more than enough room for both types of estate agent and more than enough stock to go around.
When we relaunched Britain's Best Home, we decided that we’d do it differently. We’re going straight for the customer rather than wasting time with the old style high street estate agent. Can you imagine the tagline “Do You Own One of Britain’s Best Homes For Sale?”.
We want to work with estate agents that are pro-active, professional and offer a level of service akin to our own. Therefore, we’re starting our own estate agency, Benedict & Black, and we’re marketing homes valued at over £800,000 and “well appointed”. Benedict & Black will be about high-tech video production, photography and a level of customer service unrivalled in our local area. Any and all working collaborations with other agents are done at 0.5% and any direct instructions at a maximum of 1% of sold price. We’re so confident in our ability that we’ll even give a full refund and money back guarantee if we don’t do exactly what we say we will or the property isn’t sold within a specific time frame.
However, it’s not our main focus because we enjoy marketing luxury homes to the masses and it’s what we’re very good at. Britain’s Best Home is our love, passion and desire.
When we start our property management side, we’ll interview potential clients in their current home. A great idea thrown out by Chris Watkin, one of the best informed Twitter followers a letting agent could have. We won't take any old references from potential tenants, we'll go and take the reference face to face. A great deal of work I agree but in the long run taking on a select number of properties and marketing them well at 12% is better than having 300 properties and scraping 7%.
How can an online estate agent do this?
The answer is simple; working with professional high street estate agents makes life easy. We’ve stayed true to our online roots and, yes, we will have a shop front in major areas as it forms part of our marketing strategy. “You’re not an online estate agent if you have a shop front” someone will type. Have you seen the amount of paperwork a successful estate agency creates..!! Any shop front will be closed to the general public with visits by appointment only.
Every day I read comments from high street estate agents decrying our online services. They make claims that are designed to “scare” the public, painting us to be money grabbing charlatans. Please, look in the mirror before your next blog or comment. All this politicking does our industry, as a whole, no good whatsoever. It just serves to prove to the public right in their perception that we’re all a bunch of money grabbing charlatans, which most of us aren’t.
Tom Benedict has over 30 years experience of the property market with the past 10 years living and breathing the luxury and high end property sector. As Senior Partner of The BBH Group, which incorporates Benedict & Black Online Estate Agents, Britain’s Best Home, Spain’s Best Home and several other businesses, he is passionate about the luxury homes industry and its place in the world of marketing.
@BritainBestHome
Google+
Art with Attitude - Serenity Designs
Quigley’s, a small and very cosy wine bar in Congleton, was the setting for the Serenity Designs “Art with Attitude” showcase of British artist JJ Adams.
Armed with an exquisite gin and orange courtesy of Hunters Gin, we walked among the assembled crowd and took in what can only be described as an outstanding collection of modern fine art. Serenity Designs showcased the pieces in a manner that invited you to indulge your creative curiosity and challenge yourself with the intellectualism of JJ Adams and his modern artwork.
Among the art pieces, the invited guests could see the intricate use of different materials up close in a way that could do these pieces justice.
Moving on through the exhibit there were two works, Rock n’ Roll Reunion and Eddystone Lighthouse, that took our breath away. The detail, finish, idea and execution had a number of the guests commenting and they appeared to be a talking point.
“Twiggy” and “Diana” were the centrepieces of the exhibition and it’s not until you stand up close that you can see the detail and thought that went into the pictures. Stand close to the picture of Diana that you’ll notice the very subtle and amusing details JJ Adams has placed on her.
The small number of works in this pleasantly brief exhibit truly allowed visitors to fully study and contemplate each piece, and simply to appreciate the dynamic creations on a purely aesthetic level. Guests were not intimidated by the modernist artworks on display. Instead, “Art with Attitude” presented the often under appreciated artistic side of this fine artist, offering visitors a stimulating experience as well as whetting our appetites for their next anticipated exhibition.
Serenity Designs showed the invited audience why they are one of the premier galleries in Cheshire or even the North West.
@BritainBestHome
Google+
Facebook
Armed with an exquisite gin and orange courtesy of Hunters Gin, we walked among the assembled crowd and took in what can only be described as an outstanding collection of modern fine art. Serenity Designs showcased the pieces in a manner that invited you to indulge your creative curiosity and challenge yourself with the intellectualism of JJ Adams and his modern artwork.
Among the art pieces, the invited guests could see the intricate use of different materials up close in a way that could do these pieces justice.
Moving on through the exhibit there were two works, Rock n’ Roll Reunion and Eddystone Lighthouse, that took our breath away. The detail, finish, idea and execution had a number of the guests commenting and they appeared to be a talking point.
“Twiggy” and “Diana” were the centrepieces of the exhibition and it’s not until you stand up close that you can see the detail and thought that went into the pictures. Stand close to the picture of Diana that you’ll notice the very subtle and amusing details JJ Adams has placed on her.
The small number of works in this pleasantly brief exhibit truly allowed visitors to fully study and contemplate each piece, and simply to appreciate the dynamic creations on a purely aesthetic level. Guests were not intimidated by the modernist artworks on display. Instead, “Art with Attitude” presented the often under appreciated artistic side of this fine artist, offering visitors a stimulating experience as well as whetting our appetites for their next anticipated exhibition.
Serenity Designs showed the invited audience why they are one of the premier galleries in Cheshire or even the North West.
@BritainBestHome
Google+
Using Video To Sell Homes
A few years ago, Marketing your property online was a new area. My business partner and I were wondering what would be the next “Big Thing” in online property marketing. We’d done everything known to mankind but were looking for something really different, something that would take us ahead of the crowd.
We decided to try a video landing page and experimented with a number of designs before deciding on a page design with interactive links. To save on costs, mine was the voice that guided you through the website. We utilised our own video production equipment and the total cost of the experiment was £42.
At the same time, we were asked to design and host a website for a PR & Marketing company in Northamptonshire, who also specialised in property marketing, and we added this “new” concept. The client loved it and once the SEO was completed, the traffic hitting the site was beyond all expectations. We’d hit on a magic formula.
A couple of years later, I decided to incorporate the same property marketing idea into the world of estate agency. The results were outstanding with a traffic flow that exceeded 25,000 unique visits per week. As an experiment we then took out the voice over and video’s and as a subsequence the online traffic fell by 75%. We knew video and voice was the way forward. From that moment on, we have never changed our thoughts regarding voice over and video production to market products online.
Done right, voice overs are one of the best ways of communicating with potential customers. We have worked with some of the largest TV production companies in the UK and incorporated our idea to great effect.
We highly recommend Voice Takeaway and the services they offer, it works for us and so why couldn’t it work for you?
@britainbesthome
Google+
www.britainsbesthome.com
We decided to try a video landing page and experimented with a number of designs before deciding on a page design with interactive links. To save on costs, mine was the voice that guided you through the website. We utilised our own video production equipment and the total cost of the experiment was £42.
At the same time, we were asked to design and host a website for a PR & Marketing company in Northamptonshire, who also specialised in property marketing, and we added this “new” concept. The client loved it and once the SEO was completed, the traffic hitting the site was beyond all expectations. We’d hit on a magic formula.
A couple of years later, I decided to incorporate the same property marketing idea into the world of estate agency. The results were outstanding with a traffic flow that exceeded 25,000 unique visits per week. As an experiment we then took out the voice over and video’s and as a subsequence the online traffic fell by 75%. We knew video and voice was the way forward. From that moment on, we have never changed our thoughts regarding voice over and video production to market products online.
Done right, voice overs are one of the best ways of communicating with potential customers. We have worked with some of the largest TV production companies in the UK and incorporated our idea to great effect.
We highly recommend Voice Takeaway and the services they offer, it works for us and so why couldn’t it work for you?
@britainbesthome
Google+
www.britainsbesthome.com
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