“No paper leaves my office. It’s as simple as that”
Rightmove Optimiser customer stories: Power Bespoke
Perry Power is owner and founder of Power Bespoke, the market leading agency in Reigate. After starting work in the property industry at the grand old age of 15, Perry was branch manager at one of the biggest agents in the country by 21. At 24, he fulfilled his dream of opening his own agency.
We caught up with Perry to understand they keys to his success and the role that advertising on Rightmove plays in his business.
With the Rightmove Optimiser package, Power Bespoke pay no core membership fee. Instead, all of their spend on Rightmove is on advertising products – giving them maximum exposure for their brand across all of a customer’s buying journey.
Headline stats:
- Brand exposure to over 53,000 visitors every week
- 47,000 visitors see Power Bespoke’s Featured Agent ads on Rightmove every week
- 6,000 weekly visits to properties marketed by Power Bespoke on Rightmove
In today’s world, it’s all about digital
‘No paper leaves my office, it’s as simple as that. We’re a modern business and I’m very analytical, so for me, most traditional forms of advertising aren’t trackable enough. I haven’t got millions of pounds to spend on marketing, so I have to be really clever.
Instead of spending a small fortune on putting 10,000 leaflets out there that I can’t measure, I know exactly how much traffic my online adverts send to my website every week and I can see exactly where they ended up by using Google Analytics on my site.
My hunch is that 90% of leaflets that are posted end up in landfill within a week. I’d love to be able to prove that! There are much cheaper ways to get my message out there using digital.’
Taking customers on a journey using online marketing
‘My marketing strategy is all about growing my brand in the digital space. I start by creating useful content, like videos and e-books, and then focus on driving people to my website to engage with that content – via Rightmove, social media and digital re-targeting.
When they’re on my site, I get them to sign up to my marketing list and then feed them a constant stream of content through automated email campaigns to keep my brand at the front of their mind.
It’s a slow burn, but this is the secret to our success. Because we provide loads of really useful advice through our emails and on the website, I think we’ve then earnt the right to offer to pop round and have a chat about selling someone’s property. Customers are very receptive to a meeting by that point as we’ve built up that trust. I go into appraisals and people say they already feel like they know me from watching my videos. That makes things so much easier.
This whole process often starts with a click from a Featured Agent advert on Rightmove.’
Using Featured Agent to attract future sellers
‘I know that half of people searching on Rightmove also have something to sell, so using Featured Agent is a great way for me to get my brand and my content in front of that audience.
I’m a big believer that research starts six months before a purchase decision. So I want to be constantly seen at all times, to capture people right at the point that they start to think about selling. I use my Featured Agent ads to promote my latest selling tips videos – and once they’re on my website, I can then take customers on my marketing journey.’
A premium service means giving a customer everything they need
‘I don’t believe customers need choice – they just need confidence in your service. We offer a unique service and that’s why we can command a fee of 1.75 to 2% in a market where 0.75% or lower is the norm.
I liken estate agency to being a doctor. If I go to the doctor with a problem, he doesn’t say “if you want to get better in a week, take this, in 4 weeks – have this, or in 8 weeks – this will do.” I go to him because I trust him to do what will make me better the fastest. And that’s what we do as estate agents. Sellers want to sell their house quickly, at the best price. So we only offer a service that gives them everything they need to do that, and include it in our fee.
That includes making their property a Featured Property on Rightmove, which is a non-negotiable part of our package. Featured Properties are a massive instruction winning tool for me, and my messaging is very simple. Rightmove shows properties in price order – but whether you’re at the top, bottom or middle of the price range, you’ll be seen first. My vendors appreciate that and the benefits are really easy for them to understand.’
Rightmove is the only choice if you want to be massively visible
‘I’m happy to spend my money on Rightmove as I know that’s where the audience is. The bottom line is that if you aren’t making the most of Rightmove these days, you’re missing out.
When it comes to online portals, the question I ask myself is “is better to just be on all of them, or best to REALLY be seen on the number one?” In my view it’s the latter. My pitch to potential clients is that rather than just getting them seen on all portals, I can get them massively visible on the one that everyone uses.’
To find out more about how the Rightmove Optimiser package can give you massive exposure, speak to your Account Manager.
