Your Property’s Local and Online Exposure: A Comprehensive Strategy

When selling a property, a robust marketing strategy is essential to ensure it reaches as many potential buyers as possible. At this stage, we should have established a solid foundation of marketing in the local area surrounding the property. We’ve already put up the for-sale board outside the home, which catches the eye of anyone passing by, and distributed leaflets to around 500 homes nearby, letting local residents know that there is a new property on the market. Additionally, we’ve spoken with all relevant market appraisals and contacted potential buyers, both those who already have a property to sell and those who do not.

Now, it’s time to extend our reach beyond just the immediate locality. To gain maximum exposure for the property, we need to focus on making an impact online. This will help us generate traction for the property by tapping into a broader audience that includes people actively searching for homes in the area. Our plan is to create multiple pieces of content, not just to showcase the property itself but also to highlight our estate agency, bolstering our local presence and attracting further interest.

To begin, we will create a short, snappy video that I like to call ‘the street sign teaser video’. As with all our videos, this one will be presenter-led, and that presenter will be you, which means, yes, you will need to be in front of the camera. This first video is quite straightforward: it will be filmed by the street sign where the property is located, giving people a little teaser of the property coming to the market soon. The video should last no more than a minute and will be broken down into three parts: the introduction, the core message, and a clear call to action.

Here’s an example of the kind of message you could deliver in this video:

Introduction: “Hi! It’s Chris from Chris’ Estates here. As you can see, I’m out on New Road today.”

Core message: “I’ve got some really exciting news if you’re looking for a large family home in this area, because I have one coming to the market very soon.”

Call to action: “If you’d like more information on this property before it goes live, send me a message and I’ll tell you all about it.”

This video should be simple and direct, lasting no more than 60 seconds. It offers a teaser about the property while inviting viewers to get in touch for more details. You should post this video on your social media accounts before the property goes live online, and upload it to YouTube as well. This is crucial because it gives people a sense of exclusivity and builds anticipation ahead of the full listing.

With the first video done, it’s time to move on to the second, which we can record just moments after finishing the first. This next video will offer a further tease of the property, focusing on one of its best features. This is the next step in getting the property in front of potential buyers before it officially hits the market. For this video, you will need to position yourself at the property’s standout feature — perhaps a beautifully renovated kitchen, a spacious garden, or an impressive master bedroom — and capture that feature behind you while you film. The idea is to provide a ‘behind-the-scenes’ look at one of the home’s highlights, giving viewers a reason to be excited about the property. Here’s an outline for this video:

Introduction: “Hi again, it’s Chris from Chris’ Estates. A few days ago, I posted a short video about a property on New Road that I’m bringing to market.”

Core message: “Today, I’m here taking photos of the property, and I wanted to show you behind the scenes. Just take a look at this incredible kitchen, which the owners installed last year. Isn’t it stunning? It’s got built-in appliances too!”

Call to action: “If you’d like to see the entire property, including this amazing kitchen, give me a call on 123456789. Don’t wait too long, this one will be snapped up quickly.”

This second video should be posted a few days after the first, again to your social media accounts and YouTube, ideally a couple of days before the property listing goes live online. The goal is to continue generating interest and building anticipation.

Now that you’ve completed two videos in less than 10 minutes, it’s time to record one more to wrap up this phase of your content creation strategy. This final video will announce that viewings have started on the property. While you may not have viewings scheduled at this point, we want to be prepared, and it’s better to have the video ready to go than risk being too busy to record and post it when the time comes. Some estate agents even go so far as to pre-record a video announcing that a sale has been agreed, just to be ready!

The structure for this third video is the same as before, and here’s a suggested script:

Introduction: “Hi, Chris from Chris’ Estates here. You join me again on New Road, where we have a delightful family home for sale.”

Core message: “We’ve just started viewings on this property today, and it’s already proving to be very popular. Everyone who has seen it so far has been impressed, and we’ve received some great feedback.”

Call to action: “If you’d like to take a look at this property before it gets snapped up, give me a call on 123456789 to book a viewing.”

As before, this video should be short, sweet, and to the point. The aim is to post it as soon as viewings start to ensure the property stays fresh in people’s minds. You can always record a new video on the day, but having this one ready gives you peace of mind and ensures the marketing process runs smoothly.

Beyond helping to sell the property, this approach also provides a wealth of content for your social media channels. Think about it: if you’re bringing one property to the market each week and creating three videos for each listing, that’s 12 videos per month just from introducing new properties. Suddenly, keeping your social media active and engaging becomes much easier!

In addition to these videos, I would encourage you to ask the property owners to share them on their personal social media pages as well. If they’ve lived in the area for a while, they’ll likely have a network of local friends and family who are interested in their posts. These connections are often more inclined to engage by liking, sharing, and commenting, which can significantly boost the visibility of your listing.

Finally, you should post about the property in local community Facebook groups. Most neighbourhoods and villages have a group where locals chat about everything from missed bin collections to lost bicycles. These groups are an excellent way to reach people who might not have seen your videos but could still be interested in the property.

Here’s a suggestion for what to post in these groups:

“Hello everyone, I’ve just listed a lovely family home for sale on New Road, and I expect it to be really popular. If you know anyone who has been thinking about moving into this area, feel free to tag them here or send them my details. Thanks!”

This kind of post not only helps spread the word about the property but also connects you with other homeowners who may consider selling in the future. Once people start tagging others in the comments, make sure to follow up with a direct message offering more details and inviting them to view the property.

By following this comprehensive marketing strategy, you’ll not only help sell the property more effectively but also strengthen your reputation as a proactive, local estate agent with a strong online presence.