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For this top real estate salesperson and team leader, being successful has a lot to do with being relevant. Perry Siow shares with us how he got started with digital marketing and how he landed 7 closes online.

Q: How were you introduced to digital marketing?

From the onset, I knew that I had to be where the audience is. The first step to becoming a successful real estate agent is to understand who your target audience is. Singapore’s current property market is mostly made up of buyers from the Gen X and Gen Y group. Sooner or later, the Gen Z group will also come of age, and they too will be part of the target audience. These are the generations that live online and are also the ones actively looking to buy a home.

Q: What were some of the first steps you took to educate yourself about digital marketing?

I started to take digital marketing seriously back in 2001. I spent $7,000 on a digital marketing course that included eBay marketing, e-commerce and internet marketing. From then on, I also built my own website to market a project, and started leveraging on Google’s Search Engine Optimization and Marketing. It was also then that I really started to learn and realize how effective digital marketing would be for me, in terms of lead generation. Naturally, I progressed into Facebook, and of course recently, tried DREA’s PushAds real-estate digital marketing solution.

Q: Could you name us some projects where using digital marketing helped you generate lead conversions?

The first project that I marketed online was for a condominium called Citylife and it was this very project that I scored my first online lead! It was through my second project, SkyPark, where I successfully obtained 7 conversions out of 50 leads by having a strong online presence on platforms like Google. It was also then that I realized how important it was to do digital marketing and to do it well. I’ve been active with digital marketing ever since

Q: That’s impressive! Since you have had much success with digital marketing, do you still engage traditional media, ie. Flyers and roadshows, for your advertising needs?

Majority of my marketing budget is allocated for digital, but engaging in traditional advertising may still be relevant. I don’t want to neglect prospects of other age groups who I may be able to reach offline. As a real estate agent, opportunity is everywhere. And to me, the most effective lead generation approach is through a combination of strong online presence and offline presence.

In particular, being online has really helped me build a strong personal brand and establish a reputation and identity online, and through that I have been able to nurture new professional and equally personal relationships.

Q: What are some of the concerns you foresee with the emergence of Digital Marketing?

Many agents are more comfortable with what they already know. On top of it, in the past, it would have been difficult for many of them to be able to do this on their own, even if they invested time and money in training courses. Their main concerns would likely be if Digital Marketing works and in the past, before PushAds, if they are able to learn how to do it on their own.

Q: That’s great! Any tips for agents who may want to start but are skeptical to give digital marketing a go?

It’s important to understand that digital marketing is not a silver bullet solution. Many give up after trying once, or some even before trying. But there is so much to gain from going online. It allows you to reach tens of thousands of relevant people online and create a personal brand at the same time.

Of course, with digital, you may wonder if people are seeing your ads, if the right people are seeing it or even if people are reading your emails. The first step forward is recognizing that people are seeing your ads and that they would read your email, even if they don’t necessarily reply you right away. You should also focus on improving your ability to nurture any prospective leads into an actual lead.

The other great thing about digital marketing is that you’re able to really see how your money is being spent. With digital, I can actually track the Return-On-Investment (“ROI”) I am getting on digital versus traditional channels.

The bottom line is, being relevant is no longer a good to have for me. It is a must-have to stay ahead of the game and to generate leads online.

 

Perry Siow is tech-savvy real estate salesperson, team leader and an Associate District Director of OrangeTee.com Pte Ltd. He brings with him more than a decade of experience and insights in the Real Estate industry and is actively involved in training, mentoring and grooming upcoming real estate agents. You can connect with him at his website

A visitor or prospect has finally discovered your listing, either through one of your PushAds online or by stumbling upon it organically.

Either way, the prospect is now on your listing, and is deciding whether or not he / she wants to contact you. This is the pivotal moment where you either capture the visitor as a lead, or not…

Let’s take a look at how you can at that very important moment, capture the visitor and turn him into a Lead. Here are the 6 components you need to have:

#1 Call-to-Action

A call-to-action button is a button, or message that calls for your prospect to take some sort of action. This could be a call button, a SMS button or an email button. They can even be a button leading to a form hosted on your landing page to collect the user’s personal information. Without a CTA button, you’re collecting clicks without any actual contact details to follow up on = bad investment

DREA’s PushAds lets your prospect get in touch with you via call, SMS or email in just ONE click

#2 Hooks

A hook is the content or something of value that’s being offered for free on your landing page. The hook must have enough value to a visitor or prospect to merit them leaving their personal information behind to access it. For example, you could throw in a highly detailed report on the project and the area around it, or an Excel Spreadsheet containing all the raw data for the project… or even a VIP Tour to the Showflat

Here, DREA automatically includes hooks (think reports, Excel Spreadsheets and VIP passes) in your Ad which makes it 9x more effective in converting leads). Drop us an email to receive sample hooks for your Ad

#3 Optimised Landing Page

A landing page is designed for one core purpose – to capture leads. There are several ways of capturing leads including CTA buttons, and hooks. But once a prospect leaves a page, how do you recapture them? For starters, you need to make it extremely simple for a prospect to come back to your listing – that means being able to go back to the listing in no more than 3 steps.

Just the way we said it, your prospect can easily save the listing or send it to himself in just 1 click

#4 Stand out

Again, you need to make the offer on the table stand out. That means making your property listing appear even more attractive than it already is. You need to help your prospect realize why this home is a great deal for him / her.  Explore every selling point the home has and make it prominent.

DREA’s PushAds helps you review your listing and highlight the key selling points of the unit by automatically awarding prominently displayed Badges. These badges are awarded based on the most attractive feature of the home, be it a “Good-Value-for-money” badge, “Rental-Yield” badge , Connectivity or over 10 different badges. Set up a call with DREA at +65 66129178 to find out the selling point for your listing

#5 Every lead is valuable

Capture every visitor you can. And then focus on getting them to share their budget and contact details. That way, you can pre-qualify your leads and recommend the right home for them instantly. Maybe its this listing, maybe its another…

We’ve build in an option for a prospect to name his / her budget and leave their contact details behind in just 1 click. So you’re capturing every visitor that lands on your listing!

#6 Just keep improving

Not getting any leads and not sure what you’re doing right, or wrong. Start by implementing ways to get active feedback from your visitors so you know what you need to improve on to make your listing stand out.

DREA’s PushAds system builds in a feedback system to find out why your prospects are not converting (if this does happen at all..) so you’re not shooting in the dark

Now, put all 6 components together and you just created a highly effective way to start generating leads online and to capture even the most unlikely of leads. If this takes too much time and you have no clue where to start, there are tools out there like DREA’s PushAds system that helps you generate leads online effectively

Get in touch with Gurpreet from DREA Team at drea@drea.com.sg (+65 66129178) and set up a no-strings attached call on how you can start building leads online too

 

Today, email is fast becoming the preferred mode of communication among prospects.

However, we know that contacting a prospect through e-mail can be a little scary. Especially if it’s your first time attempting to do so. What if I don’t get a reply?

We also get that copywriting can be both challenging and time consuming.  So how do you draft an e-mail that will get your prospect interested?

Well, here are 3 real estate e-mail templates that we’ve created just for you.

Part 1: Making The First Contact

The initial contact with a prospect is the most important step. It’s your chance to make a great impression and let your star (and your property) shine!

But what exactly should I say in the e-mail?

————————————————————————————————————————————————————–

Subject line: Your interest in [Project Name]

Hi Jason, Jasmine from [Agency Name] here.

Thanks again for requesting a Report on Sophia Hills. I thought I would email you about arranging a VIP tour for you and your family as the show flat is opening on [insert date] and I want to make sure I keep a slot for you.

What is the best way to connect with you? Text, email or phone? Don’t worry, I’ll only reach out when I have something helpful to share.

You can reply this email or give me a call at [+65 mobile number]. If you PM back, I can also send you some first-hand info direct from the developer.

Have a great day!
[Your name]
CEA: R******

Note: You could even personalize it further by adding in more information. But be careful not to include too much information so that you don’t overwhelm the client. A shorter email may prompt a client to realize it doesn’t require complex action on their part and they are more likely to act on it.

Part 2: Second Email Contact with Lead  

If your prospect has provided their phone number, then that’s great! Feel free to take the conversation offline. We trust you will know what to do best.

But what if the prospect only wants to correspond through e-mail? What should I say?

Don’t worry! We’ve got your back. Try using this template:

——————————————————————————————————————————————————

Subject line: Your interest in [Project name]

Hi Jason, Jasmine from [Agency Name] here.

Thanks for expressing your interest in [Project name]. I thought it might be useful for us to meet up. We could grab coffee and have a quick chat to better understand your wants, needs, budget and preferences. When is the best time for you? I will be happy to slot our meeting into my schedule.

Thanks for taking a moment to reply – it will really help me narrow down the right home for you.

Have a great day!
[Your name]
CEA: R******

Note: We cannot begin to emphasise how important it is to follow up after your prospect has replied (Sometimes we just need to give them a little nudge!)

Part 3: Your Lead Isn’t Replying

But what happens when the prospect you’ve e-mailed has failed to reply your initial email?

There are various reasons why this could happen. Maybe the e-mail ended up in the spam/junk folder. Maybe they missed the email. Or maybe, they simply weren’t interested.

We know that much effort is needed to nurture a lead. So, your follow up e-mail should come across as you genuinely wanting to help the prospect find their perfect home.  The last thing you’d want to do is push a prospect away.


Subject line: Your interest in [Project name]

Hi [Prospect name],

Thanks again for expressing your interest about the [Project name]. I thought I’d drop you another message to make sure you received the listing information I sent and could view it. If you did have any problems, I can resend the information.


Or maybe the [Project Name] was not what you were looking for.
I thought you would be interested to know that I also have other listings which you may be interested in.

What is the best way to connect with you? Text, email or phone? Don’t worry, I’ll only reach out when I have something helpful to share.


Thanks & have a great day!
[Your name]
CEA: R******

These templates are meant to be used as a guide and are completely expandable. You can tweak them to your own advantage. Additionally, e-mails are also a great opportunity for you to market your services and acquire recurring clients.

Other Email Don’ts

  • Don’t remind them repeatedly or harass them
  • Don’t pressure your prospect
  • Don’t ignore a buyer’s preferred communication method.
  • Don’t get angry if the prospect doesn’t respond
  • Don’t be impatient for a reply. Sometimes your prospect just needs time to make their decision.
  • Don’t forget that a lead’s e-mail is just as important as their phone number (or sometimes even more).

E-mails are increasingly becoming the preferred mode of communication for many. It’s becoming an important step in lead generation, nurturing and to retain clients. If you’re not used to sending e-mails yet, then maybe it’s about time to start getting used to it. While change can be difficult, ultimately embracing change can help you (and your leads) grow!

The best part? Sending an e-mail will cost you nothing!

So give it a go today, try our ready-made email templates and reply those lead emails with confidence!

Stay tuned for more templates, resources and tips on how to nurture leads on DREALabs!

Hi there,

My name is Yuet and I am the Founder of DREA.sg

The past 1 year has been extremely fulfilling having been able to speak to so many of you during our training sessions and agency visits. I am grateful that many of you have been both open and honest in sharing with us the problems and concerns you faced.

Here are the three key problems you shared with us.

#1 Getting more exposure online, and getting leads from it

Today, many of the top agents are already doing Digital Marketing – ala Online Advertising or better known as Pay-Per-Click Advertising (PPC) on Facebook and Google – to gain exposure online. It is a pretty effective way to know your listings will be seen, not just on property portals, but all over the internet.

But it’s not easy. Doing Digital Marketing or PPC Advertising well – in a way that actually generates leads and not just clicks, is both time consuming and challenging. Those who have done it well have gotten great results with multiple leads per day. Others have had painful experiences spending close to S$1,000 in one weekend with no leads.

So, first we had to ensure our solution worked for everyone and not just the digitally savvy. To do this, we worked with both Google and Facebook to build PushAds.

PushAds is a simple 4 step tool that lets you market your listings online. It lets you choose who you want to target, and those people will start seeing your listings everywhere, be it on Facebook, Google, Instagram, Straits Times, Zaobao or the 200+ sites that we put your listings on. Yes, it’s easy to use. But more importantly it needs to generate leads for you.

So, we have learnt from Top Producers and invested even more time to test and refine different marketing hooks – things like VIP passes, Excel Spreadsheets, Reports and more. After 100’s of tests, we have finally fine-tuned PushAds to be able to effectively generate leads by automating the inclusion of marketing hooks, dynamic caption and by enhancing our ability to target those who are most likely to convert into leads.

#2 Still using flyers which are expensive and ineffective to target Sellers and Landlords…

To the agent who spent half a day sharing with us his pain point with flyers, thank you.

We know that one of the challenges you face today is in getting listings and building up a pipeline of (hopefully exclusive) listings to sell and rent out.

It sets you back $500 – $1000 to print these flyers and to mail them to each letter box. The payoff is big when you do score an exclusive, however with so many flyers being sent by different agents, it is hard to stand out and see results.

This time, we created ListGen.

ListGen is a tool that focuses exclusively on helping you connect with homeowners who are looking to sell and rent.  We use DREA’s analytics to offer homeowners easy to understand and valuable information about their unit.  This lets us identify the homeowners who are actively looking to sell or rent. ListGen then connects these homeowners to you.

#3 It takes too much time to post listings on multiple portals. Also, it’s a pain.

You have asked us this question multiple times. Can you help me port my listings? Why can’t listings be automatically ported onto all the different portals I use?

We agree and have taken a bold move in this area. DREA is currently in discussion with various sites to make sure the listings you post on our page gets immediately pumped out to multiple relevant sites and portals. Each of these sites will have significant visitors not just in Singapore, but in other markets too.

But to get there, we will need your support and your weight so we can convince other sites to make a move in the right direction – so that you only need to post your listings once, for your listings to be ported to all other property and property related sites, across the internet.

# We want to do more..

The team and I see all the comments you have given us as a real opportunity to do more and get it right. And while it will take even more feedback and iteration to perfect it for all of you – with the support and response you have given us, we are confident we will be able to get there.

 

“You may never know what results come from your action. But if you do nothing, there will be no results”

Sincerely yours,
Yuet and the DREA Team

Digitising Real Estate Conference 2016

Organised by the DREA team and held at the Four Seasons Hotel, Singapore, on the 4th November 2016, the Digitising Real Estate conference saw the gathering of some of the top names from the Singapore real estate and technology sector. The conference also marked the launch of DREA’s PushAds platform for property agents and developers.

The theme of the event circled around reaping the benefits of PropTech (“Property Technology”) in the real estate market; with emphasis placed on Programmatic Digital Advertising as a means of reaching target mass audiences in a cost efficient way.

The event welcomed Mr Augustine Tan (President of REDAS), Mr Lee Sze Hao (CEO of SingHoldings), Mr Albert Foo (General Manager, Marketing Keppel Land), Mr Steven Tan (Managing Director of OrangeTee) and Mr Goh Kee Nguan (CEO of Huttons), Mr Matthew Heller (Head of Channel Partnership, Google APAC) and Mr Ashwin Seshadri (SMB Account Manager at Facebook).

Disruption in Real Estate

 

This is a programmatic ad platform, built specifically for the real estate industry and for the layman with no background in digital advertising

PushAds: Targeted Ads in 4 steps and 60 seconds

The event marked the launch of PushAds – a real estate centric demand side platform (“DSP”) for digital advertising across Google and Facebook’s network. With PushAds, real estate developers, agencies and agents can target home buyers based on their property preference (e.g. those interested in a 2-bedroom in Novena) and reach them on all the social media platforms, news sites and websites that they are on

PushAds is a leapfrog. It reinvents the way real estate developers, agencies and agents do marketing

Fireside Chat

Digitising Real Estate 2016 was concluded with the Fireside Chat – a discussion among a panel of key industry leaders; Goh Kee Nguan, CEO of Huttons Asia, Steven Tan, Managing Director of OrangTee.com, Jack Fitzgerald, Founder of Disrupt Property, Ashwin Seshadri, Account Manager at Facebook, and Matthew Heller, Head of Channel Partnership at Google APAC.

Utilising online marketing tools such as Google Adwords has proven to be significantly strategic and cost-effective for real estate

There are approximately 4 million users on Facebook each month, within Singapore – the opportunity for agents here, in reaching potential buyers, is tremendous

Read more about DREA’s Fireside Chat with the thought leaders from the real estate and technology industry here

Brought to you by e27

With property portals, gaining traction can be a double-edged sword; We need to break the cycle of over-crowding

Let’s take a look at the numbers.

Eighty-five per cent of all consumers in Singapore do research online before buying a home. And it usually starts with a simple search on Google. In fact, we have grown so accustomed to going online for information that 66 per cent of all real estate sales today actually starts online.

With statistics like that, it’s no wonder why in recent years, property portals have begun to sprout like wild flowers in Singapore. From PropertyGuru, to 99.co, to SRX and countless others, we have yet to witness a revolution, but we are definitely witnessing a rise in popularity for ‘proptech’.

Success: a double-edged sword

With the global rise in proptech, it is increasingly difficult to ignore the fact that many of the new property portals in Singapore have retained the same fundamental business model. Each may possess its own uniqueness, may vary in certain features, but the underlying vision is broadly similar: provide an online “’classifieds’ platform for advertisers, be it a real estate agent or seller or landlord to advertise, and to charge the advertiser a fee to post his/her listing.

At the onset, the biggest challenge for every new property portal would be to acquire real estate listings and to build up web traffic. As it gains traction, few recognise that its success is also a double-edged sword.

A budding property portal would likely have fewer real estate agents than an established one. For these few agents, this means their listings stand a better chance of being seen, which in turn improves the chances of lead generation. The only downside is that these sites tend to have much fewer visitors than bigger ones.

Sometime down the road, these portals begin to gain traction and generate good traffic to the site. More and more real estate agents start turning to these sites to advertise on them, not recognising that at the end of the day, there are only a finite number of home buyers and tenants visiting each online property portal, viewing a finite number of listings. This is true even for market leaders like PropertyGuru.

The best listings or the most recent ones, make it to the top and are seen while other listings are pushed further and further behind. Without a doubt, this creates an air of frustration amongst real estate agents who are paying to post their listings and feel that they are not getting their monies worth. Most will even consider spending more money reposting their listings just to get it to the top.

To overcome this, most real estate agents will also seek out alternative property portals, even newer ones which are beginning to gain traction but have yet to reach the plateau where success and its fast-growing base of listings becomes a problem.

Some may also revert to traditional media such as flyers, brochures, newspaper classifieds to supplement his/her reach when online property portals become ‘overcrowded’. But all this is only a short-term solution.

For property portals, with the same fundamental model, success and traction may just be the onset of a longer-term overcrowding problem.

Breaking the cycle

To crack the long-term overcrowding problem faced by property portals, these first need to break the equation wherein the reach equals the number of visitors on its site each month. It needs to find a way to reach people both on and off its site, so that agents are not competing for the finite number of people who visit the site, who may spend 5 to 10 minutes on average on each site.

One startup, DREA.sg, believes that the way to do so is by making sure real estate listings are not just on its own property site, but virtually everywhere, even other property sites.

This allows real estate agents to reach home buyers and tenants, not just for the limited time that they spend on a single property portal, but even when they browse away from the site to visit social media platforms and websites such as Facebook, Instagram, news sites, shopping sites and literally, every other website.

To do so, real estate agents can leverage on digital marketing platforms to place their ads virtually everywhere, ideally through an automated process. Automating and consumerising digital marketing for real estate agents is a relatively new and unseen practice within Singapore. For agents, this provides them the opportunity of capturing a portion of the 4 million Singaporeans online daily, in a targeted manner, and converting these views into potential leads.

As this start-up seeks to break the monotony of the property portal, it is possible to vouch that this could be a step in the right direction, particularly in helping real estate agents overcome the limitations of existing digital solutions and to make the full shift in terms of marketing, from traditional channels to the digital realm.

Whether this form of real estate online advertising will replace the current business model (of property portals and traditional media) will be proven in due time.

At DREALabs we want to ask, question, experiment, answer and discuss all things digital marketing and all things real estate.

We see the need to foster and engage with the real estate community by providing an online space, to exchange opinions and thoughts.

We want to examine and uncover the best practices in generating leads online, automating digital marketing, increasing ad traffic and assessing online marketing strategies – through collaborating with, and featuring the best talents and minds in the industry, to bring forth and make accessible, valuable market insights.

We aim to refine existing digital practices and translate upcoming and potential digital marketing ideas, into applicable and functional methods that anyone — tech-savvy or not — can comprehend and adopt.

At DREALabs, we want to tell you what works and what doesn’t in real estate digital marketingYuet Whey Siah, Founder & CEO of DREA.sg

What is PushAds?

PushAds, a simple 4-step platform that allows property agents to choose who they want to target and then push their listings to them when they are on Facebook, Google, Instagram or virtually any other site.

With PushAds, DREA has consumerized a programmatic-direct ad buying platform and made it as simple as an instagram post. But behind the simplicity of the user interface, lies a whole range of Ad optimization algorithms, more than 20,000 unique targeting audience sets as well as exclusion lists. This means that every time a property agent runs a PushAd campaign, the ads are optimized for placement, CPC, quality score on Google and more.
Designed and built together with COVIN ventures, PushAds’ goal is to help property agents tap on the potential of multi-channel digital advertising with algorithmic ad optimization that mimics the proficiency of an experienced digital marketer.
Today, property advertising is a $800m market in South East Asia alone. Only ~10% are on digital, and mainly comprises of fees for listings on online portals.

DREA believes that PushAds will be able to accelerate the shift of property advertising spend onto digital by allowing agents, agencies and developers to tap on all digital advertising channels at once, with the sophistication of an experienced digital marketer.