Property Collection 2021
EDITION 074
AN EXCLUSIVE INVITATION TO JOIN THE UK’S LEADING ESTATE AGENCY MARKETING SPECIALISTS
Our ethos is “keep moving forward” ... we lead; never follow. As always, we have listened to our members feedback on how to improve our products. The look and feel, SEO, social walls and functionality of the new website is the current project in development for our members! Take a look at what we have in store for our next innovation... Continued on page 4
NEW WEBSITE
WHY JOIN OUR EXCLUSIVE CLUB...
Don’t just take our word for it, what makes us so good? Page 2
OUR LATEST INNOVATIONS
Ideas from our exclusive club you can take advantage of Page 6
SUCCESS: Launch of Prestige brand Case Study: Tailor made brand identity for your target market Page 8
SUCCESS: Bespoke quarterly campaigns A synergy of marketing and bespoke campaigning for member Lisa Costa Page 10
Property Collection Partnership (est. 2008) | Tinwell Business Park Stamford PE9 3UN | 01780 693293 | ticket@thepropertycollection.co.uk
EXCLUSIVE INVITE If you’re reading this SUCCESS Newsletter, then you have been invited to the very exclusive limited membership club of the Property Collection. Email craig.cook@property-collection.co.uk or ring Craig our owner directly on 07761 551973 to find out more
The Property Collection is proudly established as the UK’s leading estate agency marketing specialists
Hello from the Editor!
Welcome to your Success magazine. Inside you’ll see lots of exciting developments about the Property Collection’s innovative range of products – as well as inspirational stories about the success of our current members. So sit down with a cuppa and prepare to be motivated to succeed! Jon Wheatley Editor
We have a large number of unique products and services available to you as a Property Collection member, delivered by a huge creative team of web designers, graphic designers, property writers, social media bloggers, voice over artists and IT developers.
SCAN TO BOOK A PRESENTATION AND LEARN MORE MANNLEYS - TELFORD. 1 OFFICE An independent estate agent serving Telford and the surrounding areas, Mannleys is proud of their professional, qualified, team, which offers local expertise and outstanding service when it comes to all aspects of selling and letting properties. INSTRUCTION TARGET
30
Now always over 40-50 sales instructions per month *
“This is giving us a real heads up over the competition, and it’s essential that we had exclusivity over in our post code” AARON MANLEY, DIRECTOR
Mannleys have embraced every aspect of the Property Collection’s products and services and have just launched a prestige brand with a bang. Read about their success with our products on page 8.
DESMOND & CO - PLYMOUTH. HYBRID With market share and business profits going from strength to strength, we caught up with Desmond & Co to find out more about their success.
CONTENTS Why Join
2
New Website
4
“Working with Property Collection means my business profits and market share keeps growing year in year out,” explains Darren. “As I enter my third year with them you just get excited at what difference they will bring to market next.”
Darren Desmond, Managing Director
Innovations 6 Member Case Studies Branding 8 Campaigns 10
INSTRUCTION TARGET
15
Now always over 20-30 sales instructions per month *
SOURCE: FINANCIAL TIMES
BROADBAND SPEEDS RISE TO 5G
Superfast 5G promises to be a game-changer for humanity The
* Excludes November & December
Number of views of microsites this Jan to August 2021 13,361,234 from 1 minute videos
The Property Collection is a forward thinking, property marketing tool” EMMA MEAKIN, MANAGING DIRECTOR
PAUL MEAKIN - SANDERSTEAD & SELSDON. 3 OFFICES “Since joining Craig and the team at PC in 2018 we have seen our market share grow year on year. Our video active website has seen a huge increase in traffic and market appraisals which we have converted into instructions and that is with us using only a handful of the products they offer us. With an increase in market share we have seen profits rise which has enabled us to open a new branch. 2021 is an exciting year for us to be enjoying new products all thanks to the help and support that PC offers us. A company who really do care about their agents and they never stop thinking of new ideas.”
Emma Meakin, Managing Director INSTRUCTION TARGET
25
Now always over 40-50 sales instructions per month * (*Excludes November & December)
JONATHAN HUNT. WARE & BUNTINGFORD. 2 OFFICES
The Property Collection “make us stand out from local competition; we like that” Established in 1998, Ware agent Jonathan Hunt joined the Property Collection in March 2019. “With digital media as it is now days, I felt it was an extremely important part of the company with regard to our other independent competition we have currently in the town,” explains Daniel. “We felt this was exactly what we needed as a business; we aren’t educated enough, certainly at our age, to fully understand the modern digital world of estate agency. “The Property Collection have taken this forward and we’ve seen a remarkable return on investment after going with the Property Collection.” INSTRUCTION TARGET
25
XACT HOMES. KNOWLE, SOLIHULL & BALSALL COMMON. 4 OFFICES “We have worked with the Property Collection throughout 2020 which was an interesting year to say the least. Our experience has been nothing but positive and we are now very established and up and running with all of their products and services. The support from all members of their team has been excellent and working alongside them in 2021 has already been integral to us remaining the number one agent locally. Xact Homes definitely made the right decision in selecting Property Collection as our marketing partner.”
Jeremy Brown, Managing Director Huge impact in Facebook reach with over 40,000 every 28 days INSTRUCTION TARGET
50
Now always over 80-110 sales instructions per month *
“We’ve seen a remarkable return on investment after going with the Property Collection” DANIEL CARTER, MANAGING DIRECTOR
Now always over 20-40+ sales instructions per month *
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GROW your own SUCCESS Where are we spending member licence fees in 2021/22?
INVEST!
We are working on our software platform and new software applications, delivering new consumer products and innovations. Our ethos is “keep moving forward” ... we lead; never follow.
“AMAZING DESIGN AND VIDEO CONTENT, PERFECTION ON SEO” JEREMY BROWN, MD, XACT HOMES
£1,500,000 allocated for product development GROW your own SUCCESS and secure the postcodes surrounding your office locations The
NEW WEBSITE OBJECTIVE Here at the Property Collection, we are delighted to announce the design and build of our new website and platform upgrades. We would like to thank our estate agents for their input into the design and functionality of our latest innovation which has been the largest investment in our history. There has been a lot of thought gone into the back end of this new website for additional functionality within the Content Management System for you to be able to maintain sections of the website internally for ease and convenience. SEO and Social media integration has also played an overwhelming factor to the enhancements of this FREE upgrade to your website to improve both the Google rankings on page 1 and the speed of the website with its video and social content. We are expecting high demand from our membership for this new website, so we will be working on a first come first served basis. The roll out will be provided with full training. VIDEO STREAMING MEDIA PLAYER The loading speed of your videobased website will be significantly improved with the media player background streaming from YouTube. This enhanced media player will be reprogrammed with a fresh seasonal video 4 times a year to keep that landing page visual up to date for optimum engagement. SOCIAL MEDIA WALL & CAMPAIGNING You will see throughout the website that we have integrated WhatsApp as it has become such a popular social media platform to share media. Another new addition to the home page is the social media wall. The social media wall can display feeds from multiple social platforms keeping your customers up to date with your latest news and videos. CLIENT REVIEWS Many of our members pay a monthly subscription for services such as Feefo and TrustPilot, and our new
websites can easily integrate their widgets, making sure your reviews are up to date. MONTHLY CAMPAIGN This will continue to change automatically for you each month, and as per the existing website, it continues the campaign synergy across all your online and offline marketing platforms. CATEGORISING YOUR SERVICES Our new site structure allows us to group all your relevant pages into one category. Your services will now be much clearer to find for every market and type of visitor. DOWNLOADS A new feature with this free website upgrade is the ability to have download pages within each service. Everyone starting their home moving journey will have lots of questions about how things work and what to expect from your services. These download sections provide a useful area for your clients to easily have access to the information they need. Examples would be your sales brochure or a guide on staging your home for sale. Or for lettings, your Landlords guide, maintenance advice and lettings fees. Another suggestion would be to share community newsletters showcasing your support of the local area. Each of these downloads would require a name and email address so you are collecting valuable data to engage with new customers. VIDEO LIBRARY In this section we have collated all of your video content on one page and your corporate videos will take pride of place at the top of the page, ready to be watched with one easy click. Below this is your YouTube Channel, property and community videos.
SEO
GOOGLE SITE VERIFICATION Verification is the process of proving that you own the site that you claim to own. We have developed our software to install the coding Google needs to verify a site, then we have access to its Google Search data which affects how Google Search crawls the site and we can learn from Google’s algorithms.
“I LOVEEEE, IT LOOKS SO GOOD” EMMA MEAKIN, MD, PAUL MEAKIN
META DESCRIPTIONS We have spent time developing our back-end system to accommodate detailed meta descriptions. A meta description is an HTML element that describes and summarises the contents of your page for the benefit of users and search engines. While meta data isn’t as important for SEO rankings as it used to be, the meta description still plays a significant role in on-page SEO. LOCAL BUSINESS SCHEMA Local business schema is a type of structured data markup code we will add to your new website to make it easier for search engines to identify what type of business you are and what you do. This is a helpful way to help optimise your website for local SEO, as it’s a major ranking factor. FACEBOOK PIXEL We recognise the importance of social media, so have invested in integration with Facebook so you can manage your online audience with more precision. The Facebook pixel is a piece of code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads and remarket to people who have already taken some kind of action on your website. OG HTML OG stands for Open Graph and they allow your webpage to become a rich object on social media. To you and I... it means when you share your website on social media it previews beautifully reaching the peak of professionalism.
SCAN TO BOOK A PRESENTATION AND LEARN MORE
Property Collection Partnership (est. 2008) | Tinwell Business Park Stamford PE9 3UN | 01780 693293 | ticket@thepropertycollection.co.uk
Page 5
INNOVATIONS - FREE TO PROPERTY COLLECTION MEMBERS Shout about your brand’s unique ethos with these eye-catching posts
Ethos social campaign series
Ethos is the characteristic spirit of a culture, era, community, or brand which is manifested in its attitudes, in this case yours. With so many options for people to sell their homes, we think it is important to shout about why they should use you. To do this we have created a selection of unique products with your ethos broken down into segments to get the message out in a clear and concise manner. Once you have ordered your product, our amazing graphic design team will get to work fully branding them for your company and then it’s totally up to you where to use them… Facebook, Instagram, LinkedIn, your own website, the options are endless… So stand out from the crowd in your local area, and start working towards market share.
SOURCE: ABERDEEN GROUP
Think Video then Think Trust. Viewers of video drives brand awareness and credibility by 80% and therefore customer acquisition
Training and Knowledge Centre BOOK A ZOOM TRAINING SESSION
W
ant to get the most from the tools and products we provide? We have been busy over the past six-months creating our brand-new Knowledge Centre. So whether you are a new member or just looking for a refresh on understanding best practice on using our products, in our Knowledge Centre you will find the answers to some of your most asked questions.
https://support.thepropertycollection.co.uk The
However, as we’re a friendly bunch who believe face-to-face is sometimes a better solution, we have also added the ability to book a Zoom call with one of our knowledgeable team. You can book training sessions for all the products we offer, as well as any general enquiries you have quickly and simply online in the Knowledge Centre.
INNOVATION
QR Code CRAZY!!!
WINDOW CARDS FOR SALE/SOLD BOARDS BUSINESS CARDS LEAFLET DROPS PORTALS/WEBSITE BANNERS SOCIAL MEDIA POSTS
W
e’re all used to scanning QR codes wherever we go now, so take advantage of the new normal by adding a QR code that your customers can scan to book a free valuation. The beauty of a QR code is that it can be placed and used virtually anywhere. You could have it in the window of your business, in your monthly magazine and even on social media… By making things as simple as possible for your potential clients, you could increase the number of valuations you go on each week.
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MEMBER CASE STUDY
MANNLEYS
ADDITIONAL FREE OF CHARGE DESIGN REQUESTS It’s important to understand that here at the Property Collection, we are your one-stop shop for all your marketing requirements.
Success leads the way for members Success is always in your own hands but with the Property Collection you have the marketing products and support to be truly different and win market share. Here we feature one of our members Mannleys Estate Agents who are achieving great, consistent, results with us. When you use our software, products and services in the prescribed sales process, the benefits of marketing synergy delivered by the Property Collection is clear to see.
All these additional requests are FREE OF CHARGE as part of your exclusive licence and are all designed to make you stand out from the crowd. Mannleys are a really proactive member of the Property Collection and take full advantage of these extra services available to them. Here are some examples of additional design requests they have ordered: • Bespoke social media posts of client reviews • Market Share success 20/20 campaigns •S ports fixture packages for handouts, social posts and website download •S ales brochure to take on valuations shouting about their services and USPs with Property Collection
INSTRUCTION TARGET
30
Now always over 40-50 sales instructions per month * (*Excludes November & December)
In the main, the Property Collection offers digital marketing to local, independent estate agents who don’t necessarily have a marketing manager like big budget corporate agents, and any third party marketing company brings only a piece of the necessary marketing mix and jigsaw. We deliver current synergetic marketing through a one member, one post code, one predictive result as our manta. We are obsessed with your results! We also employ the tried and tested strategies of the largest companies in the world that deliver customer connections. Prospective customers need to know what makes you different as opposed to another estate agent. The reasons why they should trust you needs to be delivered throughout the sales process via engaging video and animation – and be underpinned by client testimonials – for a predictive sales process, as opposed to chance and luck. By using synergetic marketing we have the strategy, the software platform, the products and the services that drive a consistent appeal to your market place. And we create new valuations by creating localised data of people connections via personalised property websites. Many more synchronised and automated applications are to come but we are already producing outstanding results with new agents joining us every month – all of who are enjoying success with our products.
This year we were approached by Mannleys to create a Prestige brand for them as the market recovered from the second COVID-19 lockdown. They recognised that their Mannleys brand wasn’t attracting the more prestigious properties to be invited for a valuation and needed to look more upmarket and stand out from the crowd.
The
Using the blue of Mannleys to keep symbiosis with their brand, we then coupled it with a silver and we are all happy wiith the results!
It’s official!
*
for the second year runn
ing
Many agents claim that they are the area’s leading but Mannleys were top agent, of the charts for postcod es TF1, TF5 and TF6 This chart shows the volume of sales we have arranged our competitors, using against data from the UK’s largest property portal.
Others (24 offices)
MANNLEYS
178
194 145 Office 10 Office 9
20 23
Office 8
30 Office 7
31 Office 2
129 52
Office 6
53 53
85
Office 5
75 Office 3
* Statistics are from Rightmove
.co.uk data, 01/01/2020 –
MANNLEYS mannleysproperty.co.uk
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CHRIS MAN R DIRECTO
Office 4 13/12/2020 for postcodes
TF1, TF5 and TF6.
If you are thinking about selling locally, we wanted to clearly demonstrate that we are the right agent to be talking to.
01952 245064 info@mannleysproperty .co.uk
“I really love all the Property Collection’s material. I particularly like the magazines and the creative team are brilliant” AARON MANLEY, DIRECTOR
Page 9
THE SEASON WHERE WE CAN MAKE YOUR PROPERTY WISHES COME TRUE
Lisa Costa Residential Sales & Lettings is a friendly and independently run family business with over 20 years’ experience in the property market covering Thornbury, the villages of South Gloucestershire and Clifton in Bristol. Lisa Costa joined the Property Collection in late 2016 and has been the market share holder at the right end of the market for some 5+ years and growing year on year profits. A brilliant independent agent well supported by the creative services of the Property Collection!
So, how have they achieved success? “Our market share is strong but there’s always room for improvement and I feel that the products from the Property Collection have enhanced and supported our brand and what we stand for, and actually takes us to the next level with regards to marketing.”
Call us today for a FREE market appraisal
01454 279734
Take time out...
Market your property with us and we’ll spring into action by giving you the right tools to help maximise your property exposure, including a free property website.
Share in our success of selling homes
www.lisacosta.co.uk
...while we market your property Relax and unwind while the team here at Lisa Costa make sure you have everything you need for your property move. We concentrate on the little things, leaving you time to get on with the big things in your life.
C A M PA I G N SY N E R GY Share in our success of selling homes Spending time with loved ones. Creating special memories. Or just cosying up by the fire. It’s the little things that matter. And when it comes to marketing your property, we promise to concentrate on even the little things that help make a big difference to your move.
01454 279734
www.lisacosta.co.uk www.lisacosta.tv
Autumn_Campaign_Rollout.indd 1
The
21/08/2019 14:04
MEMBER CASE STUDY “As an agent, if you’re thinking about joining the Property Collection, don’t hesitate.
BESPOKE SEASONAL CAMPAIGNS Lisa Costa follows our example of trust and recognises the importance of brand synergy each quarter with their campaign choice. With a bespoke design each season, Lisa ensures the reach of the campaign is across all platforms from Rightmove, her window displays, A5 mailers, social media site banners and her monthly magazines.
My experience from day one has been fantastic. They deliver on everything that they said they would. I’m thrilled with the results” LISA COSTA, OWNER
“Now I really believe there is a change in estate agency and I think the Property Collection have embraced that change and they’re running with it – I’m going to run alongside with them!”
BESPOKE MAGAZINE PAGES Lisa Costa makes her magazine personal to suit her marketplace. They have commissioned a meet the team double page spread showcasing profiles of the key people who make a difference in her business. Taken from the filming of her customers in her setup period, a client testimonial double page spread shouts about the great service she offers, and they also have a page promoting the work she does in the community with local businesses and schools receiving support from Lisa Costa.
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REMAINING 2021 CAMPAIGNS
Marketing synergy is key for success The Property Collection provides a selection of campaigns to choose from every month for you to use across all media platforms: they’re perfect for driving your credibility and reach online and in social media. Each campaign is produced as an A4 window card and you can choose your marketing package each month which is available in a range of formats including mailers, newspapers and banner adverts.
Visit www.property-collection.co.uk to choose your campaign this month The
A4 PORTRAIT A3 LANDSCAPE A5 DOUBLE SIDED MAILER NEWSPAPER ADVERT RIGHTMOVE LOCAL HOMEPAGE BANNER RIGHTMOVE FEATURED AGENT BANNER FACEBOOK BANNER TWITTER BANNER WEBSITE BANNER ON THE MARKET BANNER Page 12