Branding to influence the homemover
As we heard during the seminar, the research stage of the homemover’s journey is important as it is the first time the homemover is becoming aware of you and your branding. So how do you make sure you are appealing to the audience you want to reach?
Here are three simple tips to get your brand to stand out above everyone else:
1. Be where the audience are and be consistent
There is no escaping it – online is where your customers are, in fact we know that four out of ten will never search for properties offline. Rightmove can help you reach this audience, with up to 70% of homemovers turning to us first in their search.
Make the most of buyers and sellers being on Rightmove by making sure your listings are up to date, have fantastic images that really emphasise great features of your property, and include compelling descriptions. For more information about making your property listings stand out you can attend one of our free webinars on the Ultimate Listing.
Make sure your brand is consistent across all touchpoints. From using the same logos and style guides, through to tone of voice, ensure your customers get a consistent experience of your brand offline and online. This will build brand recognition and loyalty.
2. Give them what they want
We asked over 40,000 homemovers what they looked for when deciding which agent to invite out to value their property. 74% of sellers told us that they wanted their agent to have great knowledge of the local area, whilst 97% of landlords said staff expertise was an important factor when deciding which agent to use.
Tell your customers this in your branding – devote an area of your microsite or website to showcasing your local knowledge and expertise, and upload and update your customer reviews.
3. Think Mobile
Homemovers are always connected and use their mobiles and tablets to research properties. We’ve seen this at Rightmove with mobile searches now accounting for up to 50% of our overall website traffic. Remember, they’re also easily turned off, so include your address and opening hours, a ‘click to call’ button and an email address in an easy to find location.
If you feel you aren’t doing all of the above don’t despair… For more bespoke advice, speak with your Rightmove Account Manager about what can be done on Rightmove to improve your branding and listings.
We will investigate what digital footprints your customers are leaving and how you can make the most of the information they give you.