Shane Coote from Central Realty, North Shore Auckland shares his insights into why he made the move from paper to digital.
What prompted you to make the move from paper to digital?
We do very little print advertising/marketing these days based on results. Ever since I started in Real Estate 16 years ago, we’ve always asked buyers ‘where they have seen the property advertised.’ When I started in 2004 the majority would answer a Property Magazine, but it has changed a lot and now the lion’s share of our enquiries come from some sort of on-line advertising. I sold a property for a friends’ parents on the North Shore about 6 years ago and this was the turning point for me. We had 55 groups through over two weekends, the vendors’ marketing budget was spent mostly on print media and I only had 1 of those 55 groups through the property as a result of the printed advert.
Can you share with us the digital products you use to generate buyer and seller leads?
I have used all the digital marketing products available through homes.co.nz in particular the suburb expert re-marketing product. I’ve also run a lot of Facebook campaigns and am always posting properties and running giveaways on my personal Facebook page. Our team has got a lot of buyers from Facebook. We have even had a successful buyer come through from one of the team’s Instagram pages recently. It’s so much cheaper and easier to get in front of thousands of people than it is using flyers or magazine ads.
I look at digital marketing as a brand and relationship building exercise as much as it is for advertising. The more people that see my face, the more they start to think ‘I should contact this guy’. It’s like a digital version of the open home sign. Also, for someone who is buying and selling it makes sense to contact the guy that’s most visible because they are likely to have been running into more buyers for your property or more potential new listings than other agents.