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The Digital Masterclass

We look at the importance of digital marketing in property and how the sales process can be made more transparent for vendors.

Founded in 1835, Winkworth is one of the oldest estate agencies in the UK, but no business can survive for nearly 200 years without constant evolution and innovation. Embracing and recognising our increasingly online world is imperative for the success of buying and selling property.  As consumer readily turn towards companies who make online transactions comprehensive, trackable and accessible 24 hours a day in every sector, Winkworth has recently launched a new portal for vendors. 

Selling your home can by tremendously stressful and time consuming.  Missing calls about last minute viewings, concern about activity levels and trying to understand the feedback on your property from applicants can lead to numerous phone calls and frustrations.  The Winkworth Sellers’ Portal was launched this year and is currently being rolled out across all offices, with the ambition of making the sales process as transparent and comprehensive as possible.  Proptech firm, OneDome, recently asked 1,000 homeowners across England and Wales which consumer brand offers the best digital experience.  The overwhelming majority (84%) plumped for Amazon and said its “progress tracking” was the tool they would most like their estate agent to have.

Complementing traditional estate agency, the Sellers’ Portal enables vendors to have the choice of how much interaction they have with their agent during the sales process. Providing a calendar of viewings, feedback on all viewings, offers and up-to-date progress reports, from mortgage offers to completion, the Sellers’ Portal can be accessed 24 hours a day on desktop, mobile and tablet. 60% of vendors who have access to the Sellers’ Portal are now logging in regularly, providing that demand is indeed there for a more transparent service.

As social media is becoming increasingly prevalent in most people’s lives, with over 40,000,000 people in the UK now actively using Facebook, Winkworth is embracing this opportunity for online property marketing. All Winkworth offices now offer bespoke highly targeted Facebook campaigns for individual properties, and they work.

Almost everyone who is looking for a new home on property portals such as Rightmove and OnTheMarket can be found on Facebook, and so this is the platform with the highest number of potential buyers.

A considered Facebook campaign delivers an average of 350 clicks to your property on and reaches over 3,000 people who are actively looking for property in your area.  A campaign usually lasts for 10 days and, during that time, vendors are invited to see the statistics of their property: who has seen it, what engagement there has been and how many times it has been shared.  This use of sophisticated marketing means that the most relevant buyers are reached, an, much like the Sellers’ Portal, it offers an element of control throughout the process.

As a heritage brand, Winkworth has no desire to become an online agency.  With almost 183 years of experience, 100 offices in prominent locations across the country and experienced staff leading every team, Winkworth is driven by embracing innovation in order to better service clients.  If you’d like more information on the Sellers’ Portal, or the marketing of your property we’d love to hear from you.

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