Understanding how to guide vendors through the stages of awareness can significantly boost your success rates. By moving potential clients from being completely unaware to fully aware and ready to act, you can tailor your marketing strategies more effectively and generate more instructions.
This blog will cover the five stages of awareness and the relevant marketing activities for each stage, helping you transform your approach to engaging potential vendors.
The Five Stages of Awareness
1. Unaware
At the unaware stage, vendors do not realise they have a problem or need. Your goal as a leading estate agent is to bring their attention to potential issues and position yourself as a knowledgeable source.
This stage can be particularly challenging to capture vendor attention because these potential vendors might not even be considering selling their property yet. Establish a strong brand presence that communicates trust, reliability, and expertise in the local property market.
Effective Tactics:
- On Market Prospecting: Engage potential vendors who are currently on the market but may be becoming frustrated with their time on market or their current estate agents.
- Off Market Prospecting: Identify and reach out to property owners who are not currently on the market but might be persuaded with up-to-date market information or those who might be curious about their property's value.
- Postcards: Send informative and visually appealing postcards to introduce your services and testimonials or your sales/lettings success rates to build your brand.
- Market Research: Share insights and data about the current property market, emphasising shifts and opportunities that are relevant to property owners.
- Competitor Research: Highlight what differentiates your services from competitors, showing why your agency is the best choice.
- Positioning: Blog Content (SEO): Publish SEO-optimised content that answers common questions and provides valuable insights, helping to capture search traffic.
- FAQs: Create a comprehensive FAQ section on your website addressing common queries vendors might have about selling property.
2. Pain Aware
In this stage, vendors recognise they have a problem but are unsure how to solve it.
Your task is to highlight their pain points and introduce potential solutions, like guiding them towards considering selling their property or switching estate agents.
Effective Tactics:
- Social Posts: Use social media to discuss common issues vendors or landlords face, such as prolonged time on the market or difficulty in getting the right price, and how your agency can help.
- Personalised Postcards or Letters: Send targeted communications that empathise with their problems and offer tailored solutions.
- Testimonials: Share success stories from previous clients who faced similar issues and successfully sold their properties with your help.
- Reviews: Highlight positive reviews that showcase your effectiveness in solving common vendor problems.
- Case Studies: Provide detailed examples of how you’ve helped other vendors overcome their challenges and achieve their goals.
- Guides: Offer comprehensive guides on navigating the property market, from preparation to closing.
- Calculators: Develop tools that help vendors understand their property’s value, potential costs, and financial implications of selling.
3. Solution Aware
At this stage, vendors know there are solutions available but may not be aware of your specific offering.
Your goal is to present your solutions effectively, making them see your agency as the best choice to solve their problems.
Effective Tactics:
- QR Codes: Use QR codes in your direct mail materials or advertising boards to link vendors to more information about your services and solutions on your website.
- Social Posts: Highlight your unique solutions and how they address vendors' specific needs, using real-life examples and case studies.
- Email Journeys: Send detailed emails that explain your services, their benefits, and how they can resolve vendors' pain points.
- Instant Valuation: Offer tools for quick property valuations to demonstrate your agency’s efficiency and advanced technological capabilities.
- Lead Captures: Use forms and landing pages to gather contact information for follow-up, offering valuable content in return, such as market reports or valuation estimates.
4. Brand Aware
Vendors in this stage are familiar with your products or services but may still be comparing options.
Your focus should be on demonstrating why your solution is the best, highlighting the unique benefits and features of your agency.
Effective Tactics:
- Valuation Booking: Encourage vendors to book a valuation to experience your service firsthand, showcasing the ease and accuracy of your valuation process. Allowing online bookings on your website ensures that as soon as vendors enter the “action” phase of decision making, they can engage with your agency.
- Social Posts: Showcase detailed features and benefits of your services, such as other properties your agency is selling, your success rate, market expertise, and client testimonials.
- Email Journeys: Provide in-depth information and comparisons to help vendors make an informed choice, focusing on what makes your agency stand out.
- Instant Valuation: Continue to promote quick and easy valuation tools, emphasising their convenience and reliability.
- Lead Captures: Maintain efforts to gather and nurture leads, ensuring that your follow-up communications are timely and relevant.
5. Most Aware
In this final stage, vendors are ready to make a decision, you should target them with a compelling converting activity.
Simplify the decision-making process and close the deal by making it easy for them to choose you.
Effective Tactics:
- Valuation Booking: Emphasise the ease and benefits of booking a valuation, offering flexible scheduling and detailed follow-up reports.
- Social Posts: Highlight any special offers, rental guarantees, or unique selling points that set your agency apart from the competition.
- Email Journeys: Send targeted emails with clear calls to action encouraging vendors to act quickly.
- Lead Captures: Ensure your forms are optimised for easy conversion, reducing friction and making the process as straightforward as possible.
Understanding the stages of awareness and implementing the right tactics at each stage can transform your marketing strategy, leading to more successful engagements with potential vendors.
Enhance your marketing efforts by booking a demo with Spectre today.
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