The marketing landscape for estate agents has been in a state of flux for a number of years. A diminishing return from printed advertising, Rightmove’s online monopoly and the inevitable backlash from estate agents (coming in the form of the OnTheMarket – a website portal funded and operated by estate agents) has meant it’s a confusing time requiring important strategic decisions. Understanding this landscape and knowing where to position yourselves could be vital for any independent estate agent.
Having worked with Russell & Butler for the previous 5 years, they trusted us to help them navigate this turbulent time. They ended their expensive advertisements in the local papers and opted instead to invest in their digital presence, improving their website and committing further to Rightmove.
There is no denying that the estate agent sector is crowded. Made up of large nationals and smaller independents, they are all competing for the same sale and rental properties. In circumstances like this, how do you differentiate yourselves?
We understood that with Russell & Butler their local knowledge, many years’ experience and dedicated staff are what make them different – this combination is what separates them from the pack.
To help convey this, we focused on local points of interest, designing and animating a bespoke illustration set to use on their homepage.
We also created a dedicated landing page for each office, optimising it for search engine performance and making it very clear who the key contacts are at that office
We also added additional functionality for drawing your search area on a map, showing the property listings alongside a map and allowing users to save search criteria and favourite properties.
Packed full of features, the Russell & Butler website is quality sales tool with a contemporary look and feel that positions them perfectly in the market place.
We have worked with Method & Class for several years now and have been particularly impressed with their level of service and creativity in designing our current and previous web sites. As well as acknowledging our requirements we have been encouraged to embrace the latest ideas and technology thus keeping us at the forefront of what is a very competitive market place. We wholeheartedly recommend Lewis and his team.
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