Written by Joe Schwab
Build a Business Through Effective Marketing
Effective marketing can help you stay ahead of the competition in the real estate industry
and there are few who do it better than Angus Campbell from Harcourts Adelaide Hills.
Mr Campbell who has a successful background in marketing, is now utilising his knowledge to help build his real estate business.
Before entering real estate, Mr Campbell also plied his trade in radio for Austereo and this
has now translated into a key cog in his marketing strategy as he does a weekly appearance
on local radio.
“Those skills from my radio days are now transferring into real estate where I’m presenting a weekly show called the Real Estate Wrap on 5mu,” said Mr Campbell.
Mr Campbell says that he uses this as a great way to build the brand of his business.
“It’s a great way to brand. It’s not about instant gratification in the sense of getting lots and lots of listeners in, it’s just about brand building,” said Mr Campbell.“I’ve got to make sure that my communication to the public in order to build my brand always has a take home message that is a benefit to the consumer otherwise it’s just egotistical.”
This is where Mr Campbell believes a lot of agents are getting it wrong when it comes to
“I think they’re misunderstanding what the message should be and what it’s all about and it’s actually not all about them,” said Mr Campbell.“That’s probably where my experience in media comes into play and understanding how to communicate those messages without confusing it with messages about me as an individual or even our company.”
Radio isn’t Campbell’s only method of marketing as he and his team create short videos for their website about each property they are selling as another way to help boost the chances of a sale.
“There’s got to be a take home for the consumer in selling the product, which every house is,” said Mr Campbell.“It’s not a house really, it’s actually a product and those videos try to indicate a point of difference to the consumer in a very easy and digestible format.”
He has shown that commitment is not an issue when it comes to his marketing.
“Probably the classic one we did was at Finniss and that one is being sold as a lifestyleproperty where you can actually fish from the verandah out the front,” said Mr Campbell.“So instead of standing there in a pin-striped suit, I was standing there in the actual water with fishing gear on while fishing.”
Thanks to his background in marketing, Mr Campbell knows just how important it is to
strategise every part of his business.
“Absolutely everything I do has a strategy,” said Mr Campbell.“I do not start a Monday morning with my entire team without us knowing at least a week and a half to two weeks in advance of what we are doing.”
While some may question the benefits of putting such hard work into marketing across things like radio, websites and social media, Mr Campbell says the benefits for his business have made it worth it.
“The impact has been huge, it has all been really beneficial and helpful to develop our brand, so we will continue to do it.”
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