{"id":755,"date":"2020-03-29T17:43:10","date_gmt":"2020-03-30T00:43:10","guid":{"rendered":"https:\/\/esquaredmedia.com\/?p=755"},"modified":"2026-04-23T11:17:04","modified_gmt":"2026-04-23T18:17:04","slug":"covid-19-and-real-estate","status":"publish","type":"post","link":"https:\/\/esquaredmedia.com\/covid-19-and-real-estate\/","title":{"rendered":"COVID-19 and real estate in Calgary"},"content":{"rendered":"<p><strong>HELPING REAL ESTATE AGENTS GAIN A COMPETITIVE ADVANTAGE WHEN THE MARKET RE-OPENS AFTER THE COVID-19 LOCKDOWN<\/strong><\/p>\n<p>All industries have been hit hard by the COVID-19 lockdown, but real estate in Calgary has been hit especially hard given that it\u2019s been in a downwards trend for a few years already. Only to make things worse, COVID-19 hits at a time (spring of 2020) when Calgary realtors hoped that the market would start moving again. In a market that is notoriously seasonal (sales usually surge between April \u2013 September, and subside between October \u2013 March) COVID-19 seems to be hitting the Calgary market at the worst possible time. We\u2019re still in the middle of the COVID-19 lockdown so we don\u2019t know yet how hard it\u2019s going to hit the market this year, all indications though show that it\u2019s going to hit very hard and it will shake the real estate industry in its core.<\/p>\n<p>But there is hope (and opportunity)!<\/p>\n<p>Traditionally, in the digital age, the Calgary real estate market has been dominated by a handful of realtors (or realtor teams) who have managed to harness early on the power of the internet and dominate this space with extensive and strategic digital marketing spending across several platforms.<\/p>\n<p>If someone is looking to buy or sell a home in Calgary chances are they\u2019ve seen the websites, online ads, or other digital assets from a few realtors and their teams: Justin Havre and Associates, Kirby Cox, and Associates, Jim Sparrow, and a handful more. It\u2019s really a very small list of realtors who are highly visible on the web, the rest are either nowhere to be found, or they\u2019re buried somewhere within a corporate website. If you\u2019re one of these realtors, how can you possibly \u201ccompete\u201d with the likes of Justin Havre or Kirby Cox and their teams and their massive digital marketing budgets?<\/p>\n<p>Well, the truth is that you can. There is a way.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>MAKING A GOOD AND SMART USE OF YOUR DIGITAL MARKETING BUDGET<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>In warfare when small groups of combatants want to take on larger armies using hit-and-run tactics and mobility this is called \u201cguerilla\u201d fighting. Similarly, in marketing, a movement was developed in the late 80s where the basic idea of guerilla warfare was \u201capplied\u201d to marketing tactics (and aptly named \u201cguerilla marketing\u201d). Guerrilla marketing then is an advertisement strategy in which a company uses surprise and\/or unconventional interactions in order to promote a product or service at a very low cost as compared to its competitors.<\/p>\n<p>In the era of digital marketing we have even more tools at our disposal to get the best value out of our digital marketing investment. What is important then for a realtor is to work closely with a digital marketing agency like Esquared Consulting and understand what\u2019s important and what\u2019s not so important when it comes to the realtor\u2019s digital strategy, and also understand where they should divert most of their digital marketing budget, and most importantly how much they should spend to get things started and start seeing a return on their investment very quickly.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>PREPARING FOR THE FUTURE, POST COVID-19<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>The reality of the present situation is that we don\u2019t really know what\u2019s going to happen next. We don\u2019t know how quickly the restrictions will be lifted and we don\u2019t know whether life will go back to normal again. Many people seem to believe that as soon as the restrictions are lifted people will go back to their previous behaviour and start buying\/selling homes (amongst other things) as they did before COVID-19.<\/p>\n<p>My feeling says that this is not what\u2019s really going to happen.<\/p>\n<p>I think what we\u2019ll be seeing after the restrictions are lifted is going to be people still living in fear and trying to understand whether the COVID-19 scare is gone for good or if it\u2019s still coming back within the next few months. If there\u2019s no vaccination found that will eradicate COVID-19 once and for all then people will continue living in fear for many months to come and until this vaccination is in place. This means that the market is most likely going to remain very volatile even after the restrictions are lifted a few months from now. What\u2019s most likely going to happen is that many people will be scared and will try to unload their properties as they may not be able to afford them anymore in the future (especially if they\u2019ve reached their credit limits during the COVID-19 lockdown period, lost their jobs, etc.).<\/p>\n<p>Coming out of the COVID-19 lockdown period we may be entering into a new world, much different than the world we knew before COVID-19. I think it\u2019s a given that many businesses \u2013 in all sectors \u2013 will be closing down, and the real estate sector will be affected in the same way as most other businesses. Given than the barriers of entry to the real estate business is very low I wouldn\u2019t expect to see fewer realtors operating in this market after the COVID-19 lockdown period, which makes it even more important for those realtors who want to \u201csurvive\u201d in the post-COVID-19 world to ensure that they stand out from the crowd.<\/p>\n<p>Having a personal website where you can slowly build your personal brand is a given and it\u2019s CRITICAL for your business. This website doesn\u2019t have to be overly large or expensive to start with. Modern CMS (Content Management System) technologies allow us to start small and add on to the website as your business and budget grows. What is CRITICAL though is that the initial website (however small it may be), it\u2019s properly done and reflects professionalism, credibility, great functionality and SEO compliance.<\/p>\n<p>The same goes for your initial digital strategy and digital marketing campaigns. You can start small, very small really, but it\u2019s critically important that whatever you do is based on a longer-term plan and it reflects professionalism and credibility.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>HOW DO YOU START THEN?<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Do a quick review of your digital assets:<\/p>\n<ol>\n<li>Do you have a personal website? If yes, does it:\n<ol>\n<li>Look professional and up-to-date<\/li>\n<li>Not so professional and up-to-date<\/li>\n<\/ol>\n<\/li>\n<li>Do you have access to web analytics\/visitors data? Do you understand this data?<\/li>\n<li>Do you have a robust social media presence (at a minimum Facebook, hopefully also Twitter and Instagram).\n<ol>\n<li>If you do, do you post there regularly \u2013 minimum twice per week?<\/li>\n<li>Do you do these postings yourself or do you work with an agency to do them for you?<\/li>\n<\/ol>\n<\/li>\n<li>Do you do any paying advertising?\n<ol>\n<li>Do you advertise on Google?<\/li>\n<li>Do you advertise in social media (Facebook etc.)<\/li>\n<li>Is any agency managing these paying ads for you?<\/li>\n<li>How much are you paying monthly for paying ads (media spent only)?<\/li>\n<li>Do you receive easy to understand statistics?<\/li>\n<\/ol>\n<\/li>\n<li>Do you have an SEO strategy in place?<\/li>\n<li>Do you have a local SEO strategy in place?<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><strong>WHAT\u2019S NEXT, HOW CAN ESQUARED HELP YOU?<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>If you want to work with us we\u2019ll need to review the answers in the questions above ad then provide you with some feedback and advice on where you should go next.<\/p>\n<p>For realtors who start taking their digital journey seriously now our advice is simple:<\/p>\n<ul>\n<li>Start small<\/li>\n<li>Focus in a small\/niche market and expand from there\n<ul>\n<li>You can\u2019t beat the large realties and large and established real estate agents if you\u2019re competing with them all over Calgary. However, you can beat them (remember guerilla marketing?) if you focus in a small area or a niche market.<\/li>\n<li>As an example, you can present and market yourself as an expert for sellers\/buyers in a very specific area of Calgary (example: Brentwood), or you can present yourself as an expert in relocations (a niche market). This way you can focus your SEO and digital marketing efforts (and budget) in a much smaller space instead of trying to be everything to everyone.<\/li>\n<\/ul>\n<\/li>\n<li>Understand your budget and the costs associated with the work you\u2019d like to do:\n<ul>\n<li>Can you afford paying ads? These can start as little as $100\/month. If you can afford them then start with Facebook. Facebook typically offers the best return on your investment and it\u2019s usually much more inexpensive than Google Ads. It\u2019s a good place to explore paying ads without breaking the bank.<\/li>\n<li>Do you have the time to post on your social media channels at least twice\/week? If you do then you should be doing your own postings. We can provide you with some guidance to get you started so that you\u2019ll do it right.<\/li>\n<li>If you don\u2019t have the time to do your own postings then we can offer options to have our team post in your social media channels for you.<\/li>\n<li>Before you explore any of the above, ensure that your website looks professional and up-to-date. This is a critical first step before you do anything else.<\/li>\n<\/ul>\n<\/li>\n<li>Let\u2019s discuss. We can help you review your current digital assets and then provide a clear proposal (along with pricing options) for reasonable next steps for your business, based on your available budget. We want to be your digital partner and help you be ready to succeed when the current situation shifts and buyers and sellers are ready to engage again.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>HELPING REAL ESTATE AGENTS GAIN A COMPETITIVE ADVANTAGE WHEN THE MARKET RE-OPENS AFTER THE COVID-19 LOCKDOWN All industries have been hit hard by the COVID-19 lockdown, but real estate in&#8230;<\/p>\n","protected":false},"author":1338,"featured_media":1368,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[37,9,69,68,41,14,70,38,39,35,24,36],"class_list":["post-755","post","type-post","status-publish","format-standard","has-post-thumbnail","category-digital-marketing-for-realtors","tag-airdrie","tag-calgary","tag-coronavirus","tag-covid-19","tag-digital-marketing","tag-digital-marketing-trends","tag-lockdown","tag-real-estate","tag-real-estate-social-media","tag-realtors","tag-social-media","tag-social-media-for-realtors-social-media-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - 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