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Why agents should continue their digital marketing activity in lockdown

In the upcoming months, businesses are going to become more reliant than ever on their digital marketing strategy, and in many cases, it could be the deciding factor in whether they come out on top through the tough times ahead.

Without trying to sound too pessimistic, on the Costa del Sol this will be particularly true for real estate agencies. With a countrywide lockdown, agents are working to adapt and change the way they do business as they navigate the Covid-19 pandemic. With all non-essential staff limited to working from home, the entire business model has converted to digital, forcing agents to come up with innovative ideas to generate clients and sell property.

As digital marketers and SEO experts we have access to back end analytics to track website and search traffic, and as you can see from the data, traffic at the moment is slightly down compared to usual, but this is to be expected in such unprecedented times. As searches for ‘essential’ goods and services rise, there will be a fall in ‘non-essential’ searches.

However, this does not mean that digital activity should be slowed down or put on hold, as it is important to maintain your brand visibility so that people cannot forget about your company. If they do, you’re going to have a hard time creating successful marketing campaigns once this is all over. Also, people are still enquiring about properties and accessing websites for information, and although they won’t be able to book a viewing at this current time, it is essential to maintain and nurture that relationship for when the time comes to be able to conduct business as usual.

Furthermore, we hope that the Coronavirus passes soon and to stay positive as there is light at the end of the tunnel, once we get through these tough times people will have a renewed outlook on life and potentially take advantage of more opportunities as they present themselves. As for marketing, do what Warren Buffet does: “Be greedy when others are fearful,” and double down.

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– William Lee –