Effective Marketing Strategies for Surveyors

Finding the right balance between the day job and dedicating time to marketing can be difficult without even considering how much it will all cost, but building strong brand awareness is crucial for growth. In today's digital world, surveyors can access various cost-effective tools to enhance their marketing.

How can surveyors use marketing to grow without breaking the bank?

By incorporating digital marketing strategies and harnessing the power of artificial intelligence (AI), surveyors can effectively reach their target audience, generate leads, and grow their client base.

Here we outline some affordable practical tips to boost your marketing activities.

Leverage your digital footprint

Having an up-to-date website is vital. When did you last add a blog, case study, or testimonial? Adding new content is essential for search engine optimisation (SEO), and keeping on top of the latest trends is key…

Google's latest search update, Generative Search (SGE), will use artificial intelligence (AI) to provide clear and quick search summaries without users visiting individual web pages. Whilst Google’s rollout of SGE started in the USA, it could well also be on the road map for the UK. Does the content on your website provide answers to questions that your target audience is likely to ask?

And now that Generative AI is the talk of the town, how can surveyors use this to gain a competitive advantage? Some ways include: 

• Using AI analytics tools to summarise insights such as web traffic and social media interactions to understand your audience better, identify improvements, and tailor your marketing to achieve the best results.
• Creating targeted advertising campaigns with the help of AI tools. Social media platforms are now utilising AI technology, which can be beneficial when creating a wide range of variations of ad content to target specific demographics.
• Installing AI chatbots on your website can provide instant support, help guide visitors to the relevant page, and encourage them to complete an enquiry form, enhancing the client experience.
• Are you monitoring social media platforms for conversations related to surveying? Start ‘social media listening’ with AI tools to help identify trends and opportunities. In turn, these tools can help you to find and participate in relevant industry forums and discussions and share insights to establish yourself as a trusted thought leader among a much wider audience.
• Optimise your website with search engine optimisation (SEO) AI tools to help rank your website. These tools can help with keyword research, analysing competitors, and tracking performance.
• Take the time to establish a good social media presence to engage with your target audience and share valuable insights about your industry. All of this will help to improve your visibility on search engines, making it easier for potential clients to find you online!

And it’s not just digital efforts that can reap the rewards! As part of your broader marketing strategy, more traditional marketing can help you achieve increased awareness, stronger relationships, and leads…

Build new and existing relationships

Networking especially for the professional services sector and surveyors, can be a powerful tool for expanding your client base and generating leads. Attend networking events and conferences to connect with potential clients and referrers. The key is to do your research to ensure your target audience will be there, and they are the real decision makers that you want to speak to!

If there are no existing networking events in your niche or geographic area, why not set up your own event or collaborate with industry partners who share the same specialist audience? Partnering with businesses can be beneficial in expanding your reach and attracting new clients. Identify firms with the same target market that offer different services, such as architects, planning consultants, lawyers, accountants, asset managers, property investors, construction firms/developers or trade/ industry/membership associations or professional bodies such as the Royal Institution of Chartered Surveyors (RICS), that you know your target audience will be involved in.

Whatever networking you undertake, make the most of it by researching and then following up with contacts to build connections and relationships. This can be through social media, such as connecting on LinkedIn, or by email, offering to make introductions, sharing useful resources, or inviting them to other relevant industry events.

Attracting new clients is crucial but always remember that it is probably more important to stay connected with your existing clients too. Nurture these often hard won relationships by staying in regular contact through email newsletters and social media, to keep your business front of mind and demonstrating your industry expertise and experience. Do you offer special promotions to attract repeat business and referrals? By continuing to deliver service excellence and being an industry thought leader, happy clients become loyal advocates who in turn help promote you and your business through word-of-mouth referrals both in person and increasingly online through review platforms and social media.

Offer industry specific value-added content

We’ve explored the importance of content for SEO earlier but positioning yourself as a thought leader within your niche in the property industry, be that as a commercial property valuer, building valuer, residential surveyor or have a particular sector specialism such as retail and leisure, or rural and agriculture, it is vital to showcase your expertise. Create and share valuable sector specific content that addresses pain points and trends through a blog on your website with articles, case studies, top tips and guides. Have you considered hosting webinars or workshops? These are an inexpensive way to demonstrate and share your expertise and valuable insights.

The proof is in the pudding

It's essential to incorporate positive reviews and testimonials from clients. You can encourage your clients to leave reviews on your website, social media, or third-party review platforms. Sharing these testimonials on your website, social media, and marketing materials can build trust and credibility with prospective clients, as well as reassuring and reinforcing your relationship with existing clients. Case studies are an effective way of highlighting successful projects and demonstrating your industry expertise. A relatively easy, yet authentic way to capture and then go on to distribute impactful testimonials and case studies is through video.

This all sounds great but where do I start?

Promoting your surveying business on a budget can feel overwhelming, and you obviously want to get it right first time. If you need experienced, tried and tested support in prioritising your marketing efforts and budgets or figuring out where to start, we can help! Acting as an outsourced marketing department, our team of CIM Chartered Marketers can help you quickly implement a marketing strategy that will take you to the next level without breaking the bank! Please get in touch with our expert team or book a free consultation for more information.