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.