Selling yourHome in theDigital Age

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Introduction PFK Guide: Selling your Home in the Digital Age

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We believe selling your home should be simple and stress-free.“That’s why we’ve created a better,more effective, even easier way foryou to sell with PFK.”

“We’ve combined leading technology from Google Ads, Rightmove and Rezi to create a powerful, digitally driven way of advertising your home.

Everything has been designed around you.By choosing PFK your home can appear directlyon the mobile phones, tablets and laptops of your buyers through Google and Bing’s powerful advertising platforms.

We combine this leading technology with local-expertise, giving you the best of both worlds and putting you in total control of your sale.

Our aim is to progress your entire sale smoothly,from valuation to completion.

Now, doesn’t that sound simple?”

Lynne LancasterHead of Estate Agency, PFK

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Features PFK Guide: Selling your Home in the Digital Age

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Featuresoverview

PFK blends industrychanging innovationwith local knowledge.

We’ve designed our new solution with technologists, digital advertising agencies and our team of property experts.

Our platform enhances every aspect ofyour sale and aims to remove the stressthat is traditionally associated with selling your home.

Google and Bing advertising for your home;

Mobile advertising, so your property can be seenon the device people most commonly use;

Rightmove advertising;

Handy text message and WhatsApp communication throughout your valuation process;

Social media and email marketing.

Key features include:

Google and Bing AdvertisingPFK has harnessed Google and Bing’s powerful advertising platforms to create a new approach to selling homes across Cumbria.

Google and Bing allow us to advertise to interested buyers on the websites they commonly use. Which means your home can be seen as they browse the internet on their laptop,tablet and mobile.

Features PFK Guide: Selling your Home in the Digital Age

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Features PFK Guide: Selling your Home in the Digital Age

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3hrs+ 57%

According to research, people in the UK spend an average of three hours and 15minutes per day on their phone.**

Local & regional weekly newspaper circulation has fallen by up to 57% in the UK.*

Mobile fi rst approach

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PFK’s advertising approachhas been designed to be ‘mobile-fi rst’.

The time we each spend on our mobile phones is soaring. Mobiles are quickly becoming the most commonly used devicein UK homes. Research suggests that,on average, people living in the UK spend over 3hrs per day on their mobiles!

By prioritising mobile advertising you can increase the likelihood of your propertybeing seen by potential buyers.

** Source: Estate Agent Today: https://wwwestateagenttoday.co.uk/features/2019/8/dont-readall-about-it--are-local-property-ads-dying

* Source: RescueTime

Features PFK Guide: Selling your Home in the Digital Age

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Manage your valuation through SMS and WhatsApp

Our purpose is ‘making property simple’.

This means everything we do aims to provide you with greater convenience, more choice and total fl exibility.

Our ‘mobile-first’ approach helpshere too. We put you in completecontrol of your valuation by givingyou the freedom to communicatewith us however you choose.

Many people use text-messagesand WhatsApp to communicatewith friends and family, and now youcan use these very same tools to communicate with PFK throughoutyour valuation process!

You can also still speak with your estate agent over the phone, via email or by popping in to your local branch!

We’ve also invested in a leading property platform called Rezi, which forms the hub of your home sale. Rezi simplifies and improves communication, by making sure all PFK branches have complete access to your property details and your correspondence with us.

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Features PFK Guide: Selling your Home in the Digital Age

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77%

130million

of the time spent on the top 4 property websites is on Rightmove.

monthly visits generated on Rightmove.

Local Expertise

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PFK combines leading technology with decades of local knowledge and expertise.

As one of Cumbria’s longest established companies, we know this region’s property and people as well as anyone. We use this knowledge throughout every step of the sale process, from valuation to completion.

Put simply, this means your property will be in front of the biggest audience of home movers in Cumbria and across the UK.

Advertising on Rightmove means more people will see your property, which could mean more enquiries, a faster sale and ultimately a better price.

Rightmove Advertising

In addition to Google and Bing, we advertise your home on Rightmove.

Glossary PFK Guide: Selling your Home in the Digital Age

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Digital Marketing GlossaryWith a seemingly never-ending list of new buzz-words to learn, selling your home in the digital-age might seem daunting - but it doesn’t have to be!

We’re here to make your sale simple and stress-free, which is why we’ve added this glossary of terms. We hope it helps you feel confident in communicating with us about marketing your home for sale.

Google Ads Google’s own advertising platform, which allows us to place PFK advertising on Google’s search pages, on YouTube and on other websites that feature Google Ads.

Bing Ads Microsoft’s version of Google Ads. Bing Ads allows us to place PFK ads on both the Bing search network and its partner networks (Yahoo and AOL—yes, people still use these).

Digital Marketing All marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers.

Facebook Advertising Facebook uses its social media platform to serve targeted ads to prospective customers and allows us to target specific audiences, showing them products or services that they are likely to buy. PFK uses Facebook Advertising, and has a strong presence on Facebook.

Google Analytics A web analytics service that provides basic analytical tools and statistics for search engine optimization (SEO) and marketing purposes. This allows us to see how many people are looking at your property at any given time.

Landing Page The web page users are directed to after they click on a digital ad. With PFK, you will have your own property landing page, meaning we can use analytics more effectively.

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Organic The natural attraction and conversion of interested and motivated people into new customers. It aims to bring in new customers by being in the right spaces rather than paying for advertising.

SEO SEO stands for Search Engine Optimisation, which is the practice of optimising your website content so it will appear in a more prominent position in the organic results of search engines, increasing the quantity and quality of traffic to your website.

Audience The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time frame.

Bounce Rate A bounce is a website visit in which the visitor looked only at the single page they landed on, did not interact with it, and then left the site. The bounce rate expresses such visits as a percentage of the total visitor sessions, within a specific time frame.

Brand Awareness The extent or level to which a potential customer can recall and identify a particular product or service.

Channel A distribution method or outlet used to reach intended audiences. Digital advertising includes channels such as display advertising, social media advertising, and mobile in-app advertising.

Cookie Information stored on a website visitor’s browser. A cookie tracks the visitor’s movement on the website and is used to remember the visitor’s behaviour and preferences. These do not transfer across browsers.

Cross-Platform AdvertisingAdvertising across multiple channels to reach a specific audience or all of them. In the old days, we sold homes through adverts in the local paper, and in our estate agency windows. Now we advertise on mobiles, laptops and tablets in people’s homes!

Email Advertising

A type of marketing performed via email whereby the recipient has consented to receive promotional messages from a brand.

GDPR GDPR stands for General Data Protection Regulation (GDPR). It became effective on May 25, 2018, and was designed to modernise laws and regulate how companies protect EU citizens’ personal data.

Keyword A specific word or phrase chosen by advertisers to trigger and include their ad within search engine results.

PPCPPC stands for Pay per click, which is a pricing model where advertisers pay vendors or publishers based on the number of clicks received when running an advertising campaign.

Social Media A computer-based technology that facilitates the sharing of ideas, thoughts, and information through the building of virtual networks and communities.

Remarketing Serving targeted ads to people who have previously visited your website.

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