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From New Listings to Referrals: The Marketing Secret that Helps this Realtor Win Every Time
If you're like most Realtors, you probably already have a plan in place for marketing your listings. But how well are you able to communicate that marketing plan to potential seller clients--especially if that plan includes digital strategies that may be confusing to homeowners? Randy Durham has it all figured out. A practicing Realtor since 1994, Chattanooga-based Durham uses realtor.com Local Expert to market both specific listings and his brand. The tool employs ad retargeting technology to display his listing and branding ads to real estate consumers as they browse around the web. But how does he explain that to sellers during his listing presentations to help them understand how it will benefit the sale of their home? We sat down with Durham to find out. Read on to learn how he talks about Local Expert in his listing presentations, and how the program also helps connect him to buyers and past clients. How persistent is your brand on national websites? When consumers search a particular city or zip code on realtor.com®, I'm always there and present with either a listing or information about me. Even if they go from page to page, I'm still there with them so I stay top of mind. I've been pre-introduced. Someone buying a home will be familiar with you before they make contact. Does this help you with home sellers? When I'm on a listing presentation, I'm able to show that they're going to be in at least 50% of the searches for a buyer in their area looking for a home. That home will follow that person around as they're looking within the specific area where that seller is. So I'm showing the seller that they're going to get exposure continuously. How do you let prospective sellers know you have this advantage? You can use this in neighborhood campaigns or in specific targeting listing promotions as far as trying to solicit for listings. This is particularly effective with expired listings. You're showing them you have a way that other agents typically would not have to get additional exposure for their home. It's very powerful for expireds because they've already been-there-done-that—but now many are looking for new things that can happen to actually get their property sold. What are the longer-term benefits of being persistent with your brand? You've got to have consistent impressions of yourself out there for the public to see. Research shows it takes eight to 10 impressions of some sort of marketing to actually get a buyer's attention and recognize who you are and have recall ability. You want to continuously have your name out there, particularly in targeted areas. You want to be the agent that owns that area. It works to get yourself top of mind with your past clients as well as new clients. I just really took on the Chattanooga market with this branding. I just think that it's going to have a powerful impact. This is one of those things you've got to be in it for the long haul. You can't go out there in one month and say, "Okay how many transactions did I get?" But this has some power to it, and I'm quite impressed with it. Does this work into your repeat and referral business plan? A home seller generally starts their search on the internet. Even if there are past clients, they don't always usually pick up the phone and call me first. They're out there looking to see what's available or what's sold in their neighborhood if they are a seller. If you're there with a branding product like realtor.com® Local Expert in those searches in their neighborhoods, when they see you they say, "Yeah, that's the guy that sold me my house—that's who we need to call."
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Friday Freebie: Download This Monthly Marketing Kit Sample
It's October, a time when our collective attention turns toward all things frightening. You know what's really scary, though? Losing out on hard-earned referrals and repeat business. It's not your clients' fault, however. Research shows that 85% of sellers and 90% of buyers would refer or use their agent again. The key to ensuring that they actually do is by making sure they remember your name between transactions. How? It's all about providing value. In this week's Friday Freebie, we'll introduce you to a marketing system that helps you do just that in order to stay top of mind, year after year. Download the Referral Maker Marketing Kit, courtesy of Buffini & Company If offering something of value to your database is what captures their attention, then consistency is what helps you keep that attention. Buffini & Company's Referral Maker Marketing Kit helps real estate agents accomplish this by providing an item of value and supporting marketing materials every month. Each month, Buffini & Company sends you a full kit of fresh, new marketing collateral that you can use to demonstrate your expertise, reach out to past clients, and generate more referrals. RE Technology readers can download a free version of the marketing kit today and try it out for themselves. Here's what it includes: A professionally written and designed Item of Value A corresponding cover letter 6 'Pop-By' tags to affix to gifts that you give to your top referring clients as a token of appreciation You can learn more about how to best leverage each element of this kit in this post. The full kit also includes 50 follow-up notecards, an eReport and more. You can learn about that here. Ready to download your FREE marketing materials from Buffini & Company? Get started here!  
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Friday Freebie: 100 Door Hangers Shipped to You
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Friday Freebie: Downloadable Report for Home Buyers and Sellers
If you've heard us say it once, you've heard us say it a thousand times: quality content is one of the most effective ways to reach buyer and seller leads. But rather than putting you through the rigmarole of creating your own content, today we're going to introduce you to a top-notch source of professionally created real estate reports. And, bonus, RE Technology readers get to download the report of their choice for free. Read on to find out how to claim your free report today. Free lead generating report, courtesy of ProspectsPLUS! Before we get started, here's a friendly reminder that today's offer is the fourth in a series of Friday Freebies that we're producing with ProspectsPLUS! Check out these links to claim more free real estate content, like a property flyer, 100 postcards, and a gift certificate for creating a new account. Today's offer is a free real estate report professionally designed to generate buyer and seller leads. How? By providing information that is valuable to real estate consumers. Choose your favorite from 60 reports like: 5 Powerful Ways to Build Equity in Your Home Common Mortgage Missteps Home Staging Checklist Six Tips for Selling in a Shifting Market What Every FSBO Should Know And more! Each report is customizable and prominently features your name, contact information, and even your headshot and logo. Your report is delivered digitally as a PDF that you can download and share online, print yourself, or at a local print shop. ProspectsPLUS! offers reports for a wide variety of real estate leads: current homeowners, cash buyers, FSBOs, and more. Ready to start warming up new real estate leads in your market? Claim your FREE report here (use promo code FREEREPORT at checkout)!
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Friday Freebie: Property Flyer to Download and Print
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Market Dominant Yet Still Marketing: One Agent's Secrets to Success
If we've said it once, we've said it a thousand times: the biggest ingredient for marketing success is consistency. That's the secret to Realtor Rosemary Allison's success as well. The luxury real estate veteran of 40+ years still diligently markets her brand across her market area. In this interview, she shares the online and offline methods she uses to become one of the most recognized names in her local real estate market. Your brand, your name and your image is associated with real estate all over Ventura County. Tell us what this does for you. I think it's very important to my success. I spend a lot of money to make sure that people know who I am. But at the point when they're thinking about who they're going to call for real estate, I think it's real important that they remember to call me. I believe that they go to the name that they recognize. Of course it is in support of the most important branding I have going, which is having good client relations. I make sure they're happy with my services because most of my business, honestly, is referrals. One thing I'm proud of is that at this point I've been selling real estate full-time since 1975. I am now selling the children of previous clients their homes. That's really neat to me. The fact that the parents are recommending me to their children really says that they did know that I gave them the best service and that they could trust me to handle their real estate needs. The branding reinforces these bonds and reminds them I am still serving the community. How are you directing your marketing to reach the consumers you will be most successful with? What I try to do is target market towards the buyers of the homes that I'm selling—the luxury market. I have a kiosk outside Nordstrom's, and advertise in Homes and Land, Society Magazine, and Westlake Magazine. Then, of course, I've got realtor.com, which is branding for a precise community. When you specialize in an area, you pay the money to get those additional imprints. You're getting attention from the potential buyers and sellers for your area. I find that realtor.com not only is a wonderful website, but it's one that brands you very well when you specialize like I do. I focus on an area of Ventura County, Calif. The mall kiosk is almost industrial branding, but it's not something that's specifically targeting real estate prospects. It's not going to give you return, which realtor.com can. When we have someone going to realtor.com, they're most likely either looking to sell a home (they want to see what the homes in their neighborhood are selling for), or they're interested in buying in a particular area. Are you able to track the success of your branding on realtor.com? Honestly one of the great things about realtor.com is that I see inquiries in my contact base. I can see people that are asking about properties and asking me questions. It's very easy to track, because with the realtor.com dashboard, you can see activity. I utilize that not only for potential buyers, but I think it's also a great tool to show sellers the tracking of the imprints of people interested in their home who have clicked or viewed their home. How are you using this on the seller / listing side? I now have the Local Expert city tool and I am so excited! I just did my ads and I'm really looking forward to seeing what I can do with it. Basically, on a listing presentation, I can tell my clients their home will be featured first and it will not go down the scoreboard on realtor.com because I've paid for the Local Expert ad. You said that your primary business is referrals – has this had an impact on repeat business and referrals? People you know three, five years down the line. I got a call recently from someone from decades ago when I sold them their home. Although I hadn't spoken to them, they had seen the other branding I do and when they looked at properties online, they saw my picture pop up. Of course they said they were going to call, but reminding them to do so and making it easy to contact me helped make sure they did.
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5 Real Estate Retargeting Tips for Local Marketing
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Friday Freebie: $25 Gift Card to ProspectsPLUS.com
We're going to slide you into the weekend with one of our most low-effort Friday Freebies ever. It's one of the most rewarding, too: Get a free $25 digital gift card simply for creating an account, then instantly use it to buy professionally created marketing materials for your real estate business. Sounds too good to be true, right? It's not, and it's only the beginning. Starting today, RE Technology and ProspectsPLUS! are teaming up to offer a series of Friday Freebies that features a wealth of real estate marketing collateral. So create your account, collect your reward, and stay tuned for a host of exciting offers over the next two months. If "Where do I sign up?" is the next thing on your mind, read on to learn more. Free $25 Gift Card, courtesy of ProspectsPLUS! Like we said, this is a very easy Friday Freebie. All you have to do is: Create an account Get a $25 gift certificate via email Naturally, your next question probably is, "What can I spend that $25 on?" Well, ProspectsPLUS! is a "web-to-print platform" that lets real estate professionals create, ship, and track print marketing materials. Here's a sampling of what they offer: Postcards Flyers Door hangers Specialized marketing kits for FSBOs, expired listings, and more Downloadable reports Brochures Newsletters And more! We'll be offering Friday Freebies on some of the above items over the next few months. So get ready to dive in: Create an account and get your FREE $25 gift card today!
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Facebook Ad Campaigns: 5 Common Mistakes You Don't Want to Make
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Everything You Need to Know About Retargeting
Let's talk digital marketing strategy, and more importantly, why your business should have one. Whether you're a savvy digital user or you identify as technologically challenged, it's always helpful to think about how to allocate your advertising budget and reach your target audience online. If you're new to the world of digital marketing or want to use your marketing dollars more efficiently, the first thing you should think about is retargeting. When implemented properly, it is a foundational piece of any marketing plan.
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Building Your Brand and Referral Business with Ad Retargeting
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7 Tips for Using Facebook Ads in Your Real Estate Business
Paid advertising can go a long way towards generating business and growing your customer base. Done right, Facebook ads can generate near-immediate traffic and interest in your listings. Still, many real estate agents face some confusion about the best way to leverage them. Use these seven tips to help grow your real estate business using Facebook advertising.
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The Facebook for $1/Day Strategy
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How to Work Your Way into the Plans of Potential Sellers
In this interview, Jesse Zagorsky of Z-Team Real Estate in San Diego shares the branding secrets that win his team more seller leads. Let's dive in: You implemented a branding component as another dimension to your online advertising. How does branding fit in or add value to your direct marketing? The branding portion is all about repetition and top-of-mind consciousness. But it's not just about them seeing your brand. I actually love combining branding with any sort of online outreach. The branding just supercharges all of your other marketing efforts including all the lead generation you do. When a consumer has an inquiry about a specific property—and if they get connected with you—that's just the start of it. When that consumer continues to research, it triggers something in their memory because they've already been seeing your branding. It's one of the things I love about the Local Expert product. The consumer is shopping on realtor.com and they're looking at houses. When they're searching in one specific area and you're the "Local Expert" in that area, they're seeing your face and branding over and over again, which is how you create that top of mind consciousness. Lets talk about the local part of this. Are you trying to reach a specific group or your whole county? If my goal is to put my brand in front of every person in San Diego County, that'd be unrealistic. Typically most agents—including myself—start to niche down, whether you're picking a geographic area or a type of market segment you're going to work with. With generalized broad brush branding, it's hard to really track return on investment because some of it is going to people that you know aren't thinking of moving. In fact, you're not even registering on their radar at times with old school direct mail postcards and things like that. Whereas with digital, if someone is actually ready to make a move, they typically go online first. They start in the research phase just browsing at houses. In the beginning, they might not be that focused. But when they get closer to that transactional phase, that's typically when I find that the majority of the clients are looking on sites like realtor.com. So when they are looking there, that's when I want my branding to definitely be in front of them. That's where I want a heavy amount of repetition because that's going to get me the biggest bang for my buck in terms of return on investment. We noticed you connect your branding to your customer recommendations. How does this benefit you? The branding is that that really important piece to get you and to get your reviews in front of people. This is really to establish credibility in the eyes of the consumer. This hasn't changed in the last 30 years. People do business with people that they know, people that they like and people that they trust. When they send in an inquiry, they may not even know that they're getting in contact with you. Other times, they may be specifically reaching out to you because they've seen you over and over again. The trust also somewhat comes from repetition, but that's where these reviews are so important. They establish credibility. In our current society, people don't even buy a pack of gum without reading reviews. It's just social proof—the third party validation has become the most important currency in terms of establishing credibility and having someone trust you. It's really one of the most important pieces of branding. Since you manage to get the attention of home shoppers, can you use that when doing a listing presentation? The branding piece is probably more important on the listing side than working with buyers. It is important and buyers will Google you—they'll look at reviews on realtor.com. Buyers do research, but sellers do even more. I feel like really vet and check out the agent that they're going to work with. On the listing presentation, when in front of a seller, I present with, "You probably have already researched me, but in case you haven't seen it, let me show you that we are on the number one search portal online, realtor.com. We are a featured Local Expert, which is going to drive more buyers to want to be in contact with us." This is really what they're looking for to sell their house—reaching more buyers These tools allow me to establish credibility. For a seller, it's so important. I find more and more sellers these days are looking for credible local experts—people with really detailed local market knowledge. Do you actively market these services when prospecting for listings? From a marketing standpoint, in order to "sell your home for the highest possible price," sellers intuitively know they need the maximum exposure. They need the most amount of eyeballs on their house by being able to feature their property in a prominent spot. When someone is searching for local homes in an area on realtor.com, you can make their listings stand out at the top of the list and be prominently featured. This is something you can drive to in a marketing piece. I have a few different lists of neighborhoods of people who are potential sellers and I run ads to reach them. Even from direct mail, you could drive it via a piece with a unique selling proposition. "Look, we will feature your home in a top position on realtor.com, which is going to get you more buyers. More eyeballs equals a higher sales price—give me a buzz so I can tell you how we do this." It seems you have this well integrated. Does having this buttoned up help you with recruiting and retention? Anything you can do that differentiates from your competition is always a valuable recruitment tool or retention tool. You need to be seen as credible to the agents on your team who are thinking of joining, or if they're going to stick around, they have to believe that you have credibility. Being the featured local expert in your town definitely helps establish credibility and is a great retention tool.    
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12 Tips for Gaining Client Attention with Google Ads
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4 Tips to Create an Effective Facebook Ad Strategy
Creating the best ad strategy for your business is a delicate balancing act between maximizing success and staying within the advertising budget you can afford. That's what agents Garry Creath and Chris Scott did to maximize their usage of Facebook Ads to benefit their business. Garry, a cofounder of Paperless Agent and Chris, a marketing expert for Paperless Agent, hosted our last 'Secrets' webinar and shared how they were able to create a successful business utilizing an effective ad strategy with Facebook Ads. Working with Facebook can be difficult at times. There are so many pieces to work with Facebook, but Garry and Chris mentioned four different requirements for Facebook campaigns that can simplify the process. Check them out below.
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The Key to Real Estate Lead Generation: Custom Landing Pages
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Facebook Ad Changes for Real Estate: What Agents and Brokers Need to Know
Facebook is removing age, gender and ZIP Code targeting for housing, employment, and credit-related ads. It will also impose a 15-mile minimum radius for geographic ad targeting for housing ads. The Facebook ad platform offers an unrivaled rich, diverse, and deep level of ad targeting options no other advertising platform can provide. These changes will not impact those agents and brokers that have been effectively using them to date and may reduce blatant discrimination.
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How to Promote Your Business and Brand with Facebooks Ads
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Choosing the Right Ad Strategy for Your Real Estate Business
There are dozens of ways to advertise and thousands of places to do it. When you drive around town, you see other agents on billboards, buses, and benches. They pop up in your Facebook feed and you're always seeing things they posted on Pinterest or Facebook. Those agents have taken steps to ensure they're always top of mind and easy to get a hold of. If you've ever wondered if you could be winning more leads or how to plan an effective advertising strategy, our guide to advertising will help. Find out if you need ads and what kind of ads will benefit your business below.
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Online Advertising Advice: Why Winter Is Your Time to Shine
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The Big Secret to Effective Facebook Advertising
We really can't overstate the importance of Facebook ad targeting. Ineffective targeting is the top way real estate agents waste money on Facebook ads. The frustrating thing is that Facebook doesn't make it easy for you. There are a lot of different ways to target – like by gender, age, income, interest, or custom audience. If you're setting up an ad for the first time, it can feel tricky and intimidating. The most common mistake we see is making your target audience too broad or too narrow.
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Upgrade Your 2019 Advertising Budget with an Exclusive Benefit for REALTORS
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Pros, Cons, and Best Practices of a 'Guaranteed Sold' Program
A guaranteed sold program, at the end of the day, is a marketing tactic. And for many top producers, it is a highly profitable one. A guaranteed sale is attention-grabbing, providing an immediate sense of security for the seller. At face value, as an agent, it gives you a leg up on the competition. It shows the seller, "Look, I'm so confident that I can sell your house, I'm willing to buy it if I cant." Sounds pretty good, right?
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Real Estate Advertising Trends You Should Be Aware of This Holiday Season
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Tech Savvy Team's Highest ROI is with Print Marketing: Here's Why
We talk a lot about how real estate agents and brokers are finding phenomenal (and affordable!) success with Facebook Ads. Today, however, we're going to turn the tables and introduce you to a husband and wife team who decided to spend less on Facebook advertising and more on old-fashioned print marketing. Why? Find out more below--and discover the 3-piece mailer that drives seller leads to them. Using Tech for Offline Marketing When you hear of an agent forgoing cheap, digital ads in favor of expensive print mailers, "tech savvy" may not exactly be a personal trait you associate with them. But Dustin and Devon Fox of Pearson Smith Realty rely on a technology platform called Listings-to-Leads to create their marketing collateral, as well as their area's public records/tax system to identify mailing recipients. For each of their listings, the Foxes send out two mailers. One invites neighbors to the first open house, and the second—a "just sold" piece—details their strategy for getting sellers top price. So how do the mailers perform? "In the last four months, we've listed six properties directly from this and have four more coming soon," says Dustin. "The average sale price is $695k, and the average commission is $17,375. For each listing, our total spend is $625 between two mailings." To help us better understand why the ROI on their mailers is so high, Dustin shared the three pieces that their first mailer consists of: 1. Open House Invitation Letter for Nearby Homeowners The centerpiece of the Foxes' first mailer is the letter below that invites homeowners near their new listing to the initial open house. More importantly, the letter plays to homeowners' self-interest by stating that the sale of this home will affect the value of those around it--and invites the reader to contact the Foxes for more information. "It's offered the highest ROI for our recent business," says Dustin. The letter (here's a live example) is one of several tools and marketing templates offered by Listings-to-Leads. It's customizable, and the Foxes edit the flyer to make it specific to the neighborhood they're sending it to. 2. Client Testimonials What's the secret to gaining legitimacy and trust in the eyes of prospects? Client testimonials! In every mailer, the Foxes include a sheet of testimonials from past clients. Devon puts this sheet together using the online design tool Canva. Each testimonial includes the phone number of the client so that prospects can call with questions. "This super-charges your reviews and gives them immediate credibility," says Dustin. "We ask each sale if they mind getting a call if we ever need a reference. We’ve only had a couple actually get called." 3. Calendar Magnet For the final mailer component, the Foxes include a calendar magnet. "Our magnet forces us to use two stamps, but also gives us the possibility of the homeowner having something to hold onto," says Dustin. Indeed, the three components of this mailer give the package some real heft--and compels homeowners to take a second look. "It’s more expensive than postcards," says Dustin, "but I know almost all of these are at minimum getting opened and read." To select nearby homeowners to target with their mailing, the Foxes use the map function in their tax system and choose the 250 houses closest to their listing. What About Facebook? Though print mailers remain the core of their lead generation activities, Facebook is still part of their strategy. "We're using a smaller budget and have narrowed our focus to the same small radius that our mailers go out to," says Dustin. Their other trick for saving time with Facebook ads? Outsourcing—so to speak. "It’s very time consuming, but we pay our kids to do it for us." Brokers, arm your agents with the online and offline tools they need to win more listings. Learn more about Listings-to-Leads today.    
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Find Your Next Listing with These Geographic Farming Tactics
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Last-minute Ad Blitz for Open House Nets 200+ Leads
Are open houses useful? That depends on what you mean by 'useful.' If you mean attracting the eventual buyer of a home, that's debatable. But if you mean, Are open houses useful for filling my sales funnel? then yes, absolutely. That's what Steve Ford, a Keller Williams agent, discovered when he was assigned to hold an open house for another agent's property at the last minute. With just 24 hours before the event, Ford had to think fast in order to generate interest—and ensure that anyone showed up at all. He turned to the Open House Toolkit from Listings-to-Leads, which lets agents quickly market their open house with Facebook ads, landing pages, single property websites, and more. Ford ran the ad below for the 24-hour period leading up to the open house to impressive results. So what can a Facebook ad do in just a day? Here are Ford's results: Over 230 leads captured from his Listings-to-Leads open house landing page (here's an example), which were then funneled into his CRM and assigned to a drip campaign. Six new pre-approved clients who responded by email and gave Ford their phone number Six more families who came to the open house after seeing the ad Ford ran the ad in four different locations: his Facebook business page, a Facebook community page for his area, Facebook Marketplace, and as a shared post on his personal Facebook profile. Here's a breakdown of how each performed: Facebook community page: drove 70 percent of leads from ad Facebook business profile: drove 20 percent of leads from ad Facebook Marketplace and Ford's personal profile: drove 10 percent of leads from ad Ford paid paid $50 to run the ad on the community page, $25 on his business profile, and nothing on Marketplace or his personal profile. That's $75 for more than 230 leads--or a very impressive (and budget-friendly) 33 cents per lead. Tip: Notice in the ad above how Ford doesn't mention the listing price? Instead, he holds back this information in order to encourage lead conversion. On his landing page, leads can get the price, property photos, and more in return for their contact information. Test this technique out for yourself to see if it earns you more conversions. So next time an open house is looming, don't panic. Just turn to Facebook for an efficient, affordable, and very effective way to capture new leads and drive traffic to your event. Brokers, arm your agents with the tools they need to win more commissions. Learn more about Listings-to-Leads today.    
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A New Guide to Facebook Ad Targeting
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A Realtor's Playbook for Creating Facebook Lead Ads
Today, more than 80 percent of Internet users are active on Facebook. As the world's most popular sharing medium, the social media giant reaches all ages, genders, lifestyles and geographic regions, making it more inclusive than any purchased client list, according to The Real Estate Agent's Guide to Social by Better Homes and Gardens Real Estate LLC. Moreover, the audiences an agent can reach by way of Facebook are considered willing participants—in this case, buyers, sellers, and fence sitters who eagerly await informative posts about their community—presenting a perfect opportunity for REALTORS who aim to build their businesses (lead generation) through relationship building.
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Farming and Facebook: Getting It Right
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I Have a Great YouTube Ad... Now How Do I Get Viewers?
YouTube ads are a powerful, largely untapped source of business in the real estate industry. If you're ready to step into video advertising, check out our article on making a YouTube video ad. Once your video is ready, make sure your ad has the best chance to engage with potential clients and build your business. Maximize your video's reach by following the steps below.
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Debunked: 4 Myths About Running Facebook Ads
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Maximizing Facebook: Boost Your Posts or Post More Ads?
Facebook has emerged as one of the real estate's favorite advertising and communications channels. That's because Facebook still has social media's most impressive numbers, one that no brand can ignore. For real estate, it's also an agent's most exceptional hyperlocal channel, often the most cost-effective way to frequently connect with your sphere of influence to stay top of mind.
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YouTube Ads: TV Ads for the 21st Century
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5 Ways to Win More Business in a Low Inventory Market
We've talked a lot about strategies for finding business in low inventory market conditions. Digital ads in particular are a favorite method, as they're low cost and highly targeted. However, the battle for business got tougher this summer after Facebook's decision to discontinue ads that let agents target "likely to move" consumers. If that development put a crimp in your digital marketing plans, never fear. Today, we'll introduce you to an alternative way to target real estate consumers on Facebook, as well as strategies that will take your marketing campaign well beyond the confines of the world's most popular social network. Raising Brand Awareness Before a prospect reaches out to you, first they have to know you exist! Here are a few ways to build awareness of you and your real estate services: The Basics Let's start with a few simple, must-do items. Like it or not, for many consumers, the real estate search begins on property search portals. Be sure you've claimed and completed your agent profile (don't worry, it's free!) on sites like Realtor.com, Homes.com, Zillow, and Trulia. Double-check that your contact information is correct, and add a headshot to increase profile views. Bonus points if you actively ask for and display client reviews. In that vein, make sure you double-check that your contact information on file with your brokerage is correct, too. Agent information is often syndicated to national portals via listing data, so if it's incorrect with your broker, it will be incorrect across the web, too. Targeted Digital Ads Did you know that there's a powerful way to target real estate consumers online? It's called "retargeting," and it's one of the most effective forms of online advertising available today. If you've ever noticed that certain ads seem to follow you online, you've experienced retargeting. Adwerx is the retargeting leader in the real estate space. Their technology analyzes the online behavior of consumers to determine who is most likely to buy or sell a home in the near future. So if, for instance, a consumer uses an online mortgage calculator or fills out a form for a home valuation, that behavior signals that they're likely interested in buying or selling a soon--and therefore an excellent target for real estate ads. Once a consumer is identified as a good prospect, Adwerx then shows them your ad as they surf across the web--including on Facebook, within mobile apps, and on major sites like ESPN.com, the Wall Street Journal, CNN.com, and beyond. Because of the persistent nature of the ads, retargeting is an excellent way to establish your brand among those most likely to be interested. They're effective, too--targeted ads lead to a 1,046 percent increase in branded search, according to comScore. And because the ads are targeted to a very specific audience, they're very cost effective. When it comes to branding, Adwerx's Zip Code Ads lets agents put their business and contact information directly in front of those consumers in their area who are most likely to transact in the near future. And if you want to brand yourself while impressing your seller clients, their Listing Ads let you advertise your listings to buyers. And, bonus: they can even help you win listing presentations. Geographic Farming Good, old-fashioned geographic farming has been used for decades to build brand awareness for real estate services. But instead of blanketing your entire farm area with expensive print materials, you can save money by using a tool you already have access to in order to target those most likely to sell their home. What are we talking about? Your public records tool! First, determine what the average length of occupancy is for homeowners in your area. Next, use the public records database provided by your MLS or association to create a list of local homeowners who are approaching (or have surpassed) that average. Then send marketing materials only to those on that list. Try an offer for a free home valuation, or a postcard that touts how much home prices have appreciated in your area. Re-engaging Your Sphere of Influence Attracting new leads is one thing, but one of the most effective ways to drum up business is by engaging those who already know you. According to NAR, Sixty-four percent of recent home sellers used a referral or the same agent they had worked with in the past to purchase their next home. That's no small number--and your sphere is not something you can ignore. Here are a few ideas to keep your sphere primed for business: Lean on Your CRM Your CRM's contact database is one of the most valuable assets you have--and the more detailed information you input, the more valuable that asset becomes. For example, if you've recorded the date that a former client purchased their current home, you can reach out on the anniversary of the closing date with a complimentary home valuation. Whether or not your clients are ready to sell again, they'll appreciate seeing how the value of what is likely their biggest financial investment has grown! You can also use your database to invite your contacts to events like client appreciation parties, homeowner seminars, and beyond. Whatever keeps you top of mind is a plus! Advertise to Your Sphere Speaking of your contact database, Adwerx offers a simple, hands-off approach that will keep you top of mind with your sphere. Their Sphere Ads let you upload, sync, or even email a list contacts into their system. Then, Adwerx will target those contacts with ads for your business as they surf across the web, including on Facebook, and in mobile apps. It's a gentle way to keep you top of mind--and even encourage referrals. To learn more about connecting with your sphere of influence, check out these helpful articles from Adwerx: Which Kind of Sphere of Influence Do You Have? The Care and Feeding of Your Sphere of Influence for Real Estate Agents As the summer selling season wanes and inventory constricts further, try these tips to stand out from your competition! Want to learn more about targeted digital advertising for real estate? Visit Adwerx.com for more information.    
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Your Farm Area Doesn't Suck. Your Marketing Material Does.
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5 Ways to Take Your Advertising from Boring to Amazing
There are ads that help, ads that hurt, and ads that are just kind of there. We talk a lot about Facebook ads and native ads (our two favorite ad types). Native ads are good because they blend in, but when you want to stand out, ads posted on social media are great for gaining exposure. The problem is, there are a ton of cool things to look at on social media. To compete, you have to be different. Check out the fun, creative print ads below for inspiration. I'll break down why they're effective and how you can use those techniques to make your own ads more distinctive.
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Facebook Advertising for Real Estate on a Budget
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Revealing Statistics About the Millennial Homebuyer
Savvy tips for real estate agents looking to win over this growing market segment Preparing for the expanding market presence of millennials is one of the hottest topics in real estate. Millennials made up 36 percent of homebuyers last year, and that percentage is expected to increase as young people move out of apartments and their parents' spare bedrooms, and older boomers move into retirement living. NAR reports that their median member age is 53 years old, so odds are you are not a millennial. However, you don't have to be one to attract and impress millennial clients. It just takes a little know-how. How to get millennial clients
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Forget the Refrigerator Magnets and Market With Thumb Drives
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How to Create Instagram Ads for Real Estate
Do you use Instagram to market your real estate business? If not, start taking your marketing to the next level by running Instagram ads! Instagram advertising gives real estate brands an effective way to increase visibility and connect with their customer and prospects. In this article, you'll discover how to create these ads for your blossoming real estate business.
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Digital Advertising: Not Just for Banner Ads Anymore
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Low Inventory? No Problem! 3 Digital Ad Campaigns for Finding Seller Leads
Struggling to find listings in today's low inventory market? You're not alone. From postcard campaigns to door knocking to prospecting FSBOs and expired listings, agents are employing a variety of strategies in the hustle to win more listings. Key to this hustle is staying top of mind with owners in your area. You want your name to be the first name potential sellers think of when they're considering listing their home. The problem? Marketing campaigns, especially print campaigns, can be expensive—and that's a tough pill to swallow for agents who are already struggling for listings in a challenging market. So what's an agent to do? We suggest spending less to get more by employing digital ads that target only those consumers in your area who are most likely to enter into a real estate transaction in the near future. To learn more, read on.
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2 Facebook Lookalike Audiences that Can Boost Your Real Estate Sales
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Common Facebook Ad Mistakes to Avoid
Facebook is an ever-evolving platform, and with every change you have to reexamine the way you advertise. Even with their recent algorithm changes, Facebook advertising still creates significant benefits for your real estate business by placing your ads in front of consumers. In order to make the most of your advertising opportunities, you should avoid making these common mistakes before you start spending ad dollars.
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Are Digital Ads the New Drip Campaign?
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Anatomy of the Perfect Facebook Real Estate Ad
With Facebook becoming more and more popular as an advertising platform for real estate agents, questions often come up as to which ads perform best by getting the most views and clicks. While it's true there are certain types of ads that outperform others, at its core, the anatomy of the perfect Facebook ad is the same, no matter what type of ad it is. These best practices are critical because they mean the difference between having your ad show up on people's timelines, getting them to click on your ad, and having your ad show up on very few timelines, making it impossible for lots of people to have the opportunity to click on it. So today, I'll share with you some best practices, key elements and considerations you must take when planning the perfect Facebook real estate ad.
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Real Estate Re-branding: What We Can Learn from 3 Top Brands
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4 Tips For Realtors Who Want to Dominate Their Geographic Farms
On a phone call today, a team of agents asked me a very interesting question. They asked me what I thought the key best practices are for entering a new geographic marketplace and dominating that farm area? It's a great question, and one I love hearing. I knew these real estate agents didn't sign up for a seminar, so I narrowed the answer down to four key best practices. These best practices are applicable for any agent, in any size marketplace, anywhere in the country. Here are the four things we discussed.
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Generate Qualified Leads with Facebook Ad Funnels
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Real Estate Marketing (and All Marketing) Requires Patience
A common misconception that we often see from agents ramping up their marketing efforts is that they should be crushing it only a month or two into their marketing campaign. This is something we see from new Realtors and veterans alike. On one hand, I understand their frustration. These days, we live in an "immediate gratification" society. The Internet has sped things up, so much so that things like ordering a product online and receiving it on your doorstep is even a same-day activity. The problem when you expand this expectation into different facets of your life is that it doesn't always work out. In this case, marketing is exactly one of those things. Marketing and building your business require persistence and patience. As frustrating as this can be, it actually works to your advantage in the long run. Today, I'll share a couple reasons why the fact that marketing success isn't an instant gratification process can work to your advantage, and why when you get frustrated about this, you need to stay on course and have faith.
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If You Think Pay-Per-Click Ads Are a Waste of Money...Mistake!
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14 Real Estate Promotion Ideas You Might Not Be Using
You've likely been to the conventions, listened to webinars and took a class or two on how to use social media to attract and retain clients, and distinguish yourself from other Realtors. The traditional tactics of mailing fliers, handing out business cards at networking events, staging open houses and posting listings online are not enough anymore. Real estate agents need to be social media and internet savvy as well as personable. Buyers and sellers are spending more time online, which means real estate agents need to mix tactics to reach new prospects. Here are 14 new and old-school real estate marketing ideas and tactics you can use to make yourself known and therefore get more leads:
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Why This Year's Record Shopping Season is Good for Online Real Estate Ads
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A Real Estate Agent's Playbook for Creating Facebook Lead Ads
Today, more than 80 percent of Internet users are active on Facebook. As the world's most popular sharing medium, the social media giant reaches all ages, genders, lifestyles and geographic regions, making it more inclusive than any one purchased client list, according to The Real Estate Agent's Guide to Social by Better Homes and Gardens Real Estate LLC. Moreover, the audiences an agent can reach by way of Facebook are considered willing participants; in this case, buyers, sellers, and fence sitters who eagerly await informative posts about their community—presenting a perfect opportunity for REALTORS who aim to build their businesses (lead generation) through relationship building. Here, we offer a detailed step-by-step plan for building and deploying a Facebook Lead Ad to a custom audience of your choice.
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Whose Real Estate Brand Are You Building?
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Landing Page Ideas that Win Over Home Buyers
How do you create a landing page that potential home buyers will respond to? That's what an RE Technology reader wanted to know recently. She wondered if it was possible to create a landing page that lets leads search for properties right from the page. We're happy to report that, yes, dear reader, there is a way to do that—several ways, in fact—and today, we'll run through a list of ideas.
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Understanding the Costs of Social Media Advertising
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How to Compete Now that Marketing Has Gone 'One-to-One'
Fact: The average person is exposed to as many as 5,000 ads per day (Source: Media Dynamics, Inc.). The ability to cut through the noise and compete for people's attention is growing more precious with each passing minute. Blanket, unimaginative marketing efforts like sending out a yearly calendar isn't enough nowadays and likely isn't moving the needle or making your brand stand out as a real estate agent. Alternatively, to put it another way: marketing like this today is the equivalent of the old Publishers Clearing House mailers or getting yet another invite to Play Candy Crush – people tune it out. If you are still marketing like this today, then you are losing potential clients and money with each calendar you send out. Utilize these three techniques to revamp your marketing and start branding yourself as someone potential prospects will want to work with vs. wanting to avoid.
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Move from Likes to Leads with Facebook Ads
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4 Essential Principles for Geographic Farming Success
Good agents know the "sweat equity" of knocking on doors and showing your face at the community center are key to your geographic farming efforts. But great agents know there's so much more to establishing yourself in an area and becoming the dominant real estate go-to person. Here are four ways to make sure your farming efforts count:
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Your Real Estate Logo Is Not Your Brand
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Setting Up Your Facebook Ad: It Starts with Audience
As a real estate agent, the concept of targeting your advertising messages toward the right audiences probably seems like a no brainer. But are you sure your strategy hits the mark by reaching the right clients and customers? Facebook, one of the most reliable mechanisms for narrowly targeted advertising campaigns, reports that, when compared to the average online reach of 38 percent, it holds steady at an 89 percent accuracy rate. Weigh that against a recent RPR study that found 60 percent of Realtors® surveyed will significantly increase the amount of time and money they spend on social media marketing next year, and there's a lot of opportunity here for the taking. Here are two easy to implement audience segmentation strategies—based on popular real estate use cases—that you'll want to use before launching your next Facebook ad campaign. Each will help you deliver relevant messages to the people that matter most.
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3 Steps to a 360-degree Real Estate Marketing Campaign
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Don't Be 'That' Agent! Remember Your Sphere
When it comes to being a Realtor, I am totally understanding of the fact that there are always many balls in the air, many hats you have to wear, all competing with the fact that there are only so many hours in the day. Based on this understanding, I understand why sometimes agents will drop certain things in favor of dealing with a more pressing, immediate issue. What I cannot forgive, though, and completely cannot comprehend letting slip is keeping up with your sphere of influence. Your sphere of influence is the lifeblood of your real estate practice. They not only are a support unit for you, giving you encouragement as you close listings, keeping you positive and moving forward, they are also an invaluable source of new business via referrals. For those of you that are behind in following up regularly with your sphere of influence, today I'll share four quick, easy tips to get you on the right track and growing your real estate practice.
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5 Common Mistakes Agents Make when Farming -- and How You Can Avoid Making Them
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The Best Kept Secret in Social Media Advertising
In the current world of social media, Pinterest doesn't seem to get the recognition it should. While it's one of the most well-known social networks, Pinterest only has 150 million monthly active users compared to Facebook's 1.96 billion and Instagram's 600 million. So, how is it that Pinterest is so far behind on monthly active users, but is still leading other social networks in organic and inorganic reach, as well as cost-per-click (CPC)? Even if you're an active Pinterest user, you have probably never noticed the promoted pins before. This is because Pinterest has designed their Promoted Pins to look like regular, organic pins; however, promoted pins have more capabilities. By utilizing Pinterest's Promoted Pins, you can create huge opportunities to drive sales and leads to your real estate business. Pinterest Promoted Pins
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Win More Business from Your Sphere: 3 Ways to Tweak Your Marketing
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5 Ways to Create a Cool Summer Real Estate Strategy
Does your social media strategy consist of posting mostly listings and open houses? Are you ready to spice it up and offer your online community value and exciting content? Well, I have five ways you can spruce up your social media strategy this summer to take you from fizzle to sizzle! Let's get cooking! Be the Local Expert You are your area's local expert, and I know you know some neighborhoods and areas in your markets better than the back of your own hand. It's okay, admit it, toot your own horn here! But how do you turn that hard-earned knowledge into something tangible on social media? The answer? Neighborhood spotlights! Or even local spotlights! All you need to do is create a photo album of the local places that make that neighborhood a great place to live.
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Is Your Real Estate Farming Strategy Outdated? 3 Ways to Tell
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How to Close More Real Estate Deals with Facebook Messenger
You may have a powerful tool for closing more real estate deals right at your fingertips – and you may not even realize it. Facebook's Messenger app is an extremely popular way for users to connect. In fact, in the first six months of 2016, it was downloaded nearly 60 million times. It even crossed the 1 billion download mark more than a year ago. In other words, that's a lot of people with access to – and a willingness to use – a simple and intuitive messaging app. And where there are people, there is an opportunity for you to connect with them. Facebook certainly understands this concept, which is why they recently launched a new ad feature which is still creating great new opportunities for those in the real estate business to start generating and closing more leads.
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The Ultimate Guide to Facebook Ads
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Why Facebook Ads Work
A long time ago, on a social media site far, far away, there were no ads and minimal business presences. Facebook was meant for college students to connect with one another, not for Amazon to place retargeting ads to get you to buy that extra-large box of paper towels in bulk (amiright?). Yes, I fondly remember the good ol' days. But we must change and evolve, right? Stay relevant, reach wider audiences and, of course, convert traffic! How can all this be done? The answer is simple: Facebook advertising. I'm going to show you just how powerful Facebook ads can be for your business by showing you what a page without Facebook ads will look like and its inevitable future, as well as a page thriving with Facebook ads.
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Hot Tips for Creating the Best Real Estate Facebook Ad
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Send Targeted 'Just Listed' and 'Just Sold' Postcards (without using predictive analytics)
Send Just Listed and Just Sold flyers to specific targets in your market area There are plenty of terrific predictive analytics solutions that can help you identify the homeowners most likely to sell in any given area — SmartZip and Revaluate are two of the most common solutions. But if you can’t afford the time or money to sign on for predictive analytics, you can still target your direct mail efforts in other ways. RealMailers.com allows agents to use their system to design, target and deploy direct mail to specific homeowners in their market area. The three steps are:
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How to Pick the Right Size Real Estate Farm Area
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Target your closest contacts! Create a custom audience for your Facebook ads
Today, we’ll show you how you can import a custom audience into Facebook so you can target exact contacts instead of running wide-net campaigns based on location or demographic groups that don’t violate Fair Housing rules. Why create an ultra-custom target list on Facebook? Email marketing is terrific, but it’s getting easier and easier to ignore emails that come into our inbox. What once felt urgent and personal is now at risk of feeling just as outdated as a bus bench ad. So, what’s a savvy agent to do? Well, running Facebook ads is a terrific way to engage your next set of buyers and sellers — and thanks to this pro tip from realtor.com® social media manager Marci James, now you can run Facebook ads that ONLY target a specific audience of contacts that you upload directly to Facebook.
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I’ve Got This List of Homeowners that Responded to My Marketing. Now What?
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3 Ways Your Real Estate Postcard Farming Content Can Live Beyond The Postcard Itself
When discussing the merits of postcard marketing with real estate agents, one objection that occasionally comes up is that the lifespan of real estate farming postcards is just too short, given what they cost. The theory is that the homeowner gets the card in their mailbox, glances at it for 3-5 seconds and then simply tosses it in their recycling bin, there marking the end of the that postcard's usefulness. While I will admit that does sound bleak, and I am sure that some postcards do in fact follow that exact lifecycle, I'll also note that the only postcards that are suffering this fate are postcards that set up poorly. It could be a variety of reasons. The content might be too thin. The message might be targeted incorrectly. The call to action could be weak (or, even worse, completely non-existent). Or, the card just may not be visually appealing enough to warrant attention. Having real estate postcard content that lives beyond the initial touch the homeowner has with it is critical if you want to turn homeowners into leads and start them down the path to becoming clients. Let's face it. You are also spending your hard earned money on these postcards. While postcards, even looked at for only three seconds, will build brand awareness, why settle for just awareness? You should be using your hard earned marketing dollars to make sure you have every opportunity to capture a new lead and turn them into a client. With that in mind, today I want to share with you three great ways you can make sure people not only remain engaged with your postcard farming content, but make the content larger than the card itself. Don't Stop with Just the Card – Take Them on a Journey One of the most amazing things I find, especially given all the great technology that is available to agents, is the fact that agents are still content with simply sending out a postcard and leaving it at that. Why stop with simply taking someone on a trip to their mailbox when you can actually take them on an entire journey?
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Why You Need a Real Estate Landing Page for Your Digital Ads
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Write the Best Real Estate Headlines (with help from a master copywriter)
There was a time when having a website was enough to demonstrate a company's marketing acumen. We didn't have to strategize ways to push people to it or invent tactics to get them to stay there. A good-looking website with some shiny Flash animations told everyone your company was modern, tech-savvy and worth hiring. Automatic credibility. The trajectory of online advertising was similar. Clicks came easily — at first. Those days are long behind us. The Internet is only getting louder and more powerful. However, with the right digital display ad sending people to the right landing page, customers can come easy. Or easier, rather. But what makes a good real estate advertising? For real estate advertising, it's the same thing that makes any ad worth responding to: a great headline. Advertising legend David Ogilvy espoused that a headline is 80 percent of an ad's worth. Get it right, and it'll be a winner. Unfortunately, it's so easy to get wrong. Ogilvy's favorite headline was for an automobile ad: "At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock." That line describes features and capabilities (60 mph / peace and quiet / electric clock), introduces the product (New Rolls-Royce), and uses contradictory car ad language by not discussing engines, wheels or other internal combustion technologies. How can you apply these ideas to an ad about a house? Here's an idea: "There's one thing missing from this 4-bedroom: game night." It might not be David Ogilvy, but it does describe the home while reaching out directly to a person looking for a home. It sets a scene instantly. Instead of "telling" the reader this home is great for get-togethers, the headline "shows" that same attribute. It suggests the home is ideal for entertaining, has many modern amenities, and above all else, is for sale. This is also known as selling the "sizzle" and not the "steak." What makes the steak delicious? The sizzle. What makes a real estate ad intriguing? A story.
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Make the Most of Your Open House with Facebook: 3 Campaigns to Fill Your Event and Promote Your Brand
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How to Create Facebook Carousel Ads and Get Better Results
Lately, the Carousel ad has been one of the top performing Facebook ad types we've run at Goodlife Realty to date. And now Chris Scott, president of Goodlife Realty and co-founder of The Paperless Agent, is letting you in on how to achieve the same reach and success. The Facebook Carousel ad, a creative ad that uses several photos, has been outperforming all other types of ads for us, and it makes sense. A Carousel ad is enticing, and it invites a viewer to take an action. The first action is to slide through a given photoset, while a second call to action brings an interested viewer right to your property landing page, where they can learn more about the featured property. A property landing page is simply a page that a visitor to your website is directed to that has specific content designed to respond to a call-to-action. Why is it so important to add related listings to your property landing page? Statistically speaking, it's likely the home the viewer is looking at won't be the right home for them (so give them options); Offering additional content entices a potential buyer to stay on your site longer; This, in turn, positively affects the bounce rate (the percentage of people who only look at one page of your website and then leave) and delivers a better user experience. Carousel Ads (multi-image ads) In the past, Chris found great success promoting Goodlife Realty open house events by first creating a Facebook event within the business page; but after much tweaking, Chris has found a better way to promote open houses with a much higher reach, as you can see below: Facebook favors the multi-image ad because the photos tease the viewer to click and see more (it's like a sneak peek inside the home). Running a successful carousel ad campaign does require having a page or blog where you can add your open house.
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Real Estate Advertising Ideas to Steal from Madison Avenue
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Go-to Market Plan: How to Make a Better Promise to Sellers and Win More Listings
Are you looking for that "one thing" to set your agency apart from the others? Seeking a way to differentiate yourself? Want to position yourself as the agent to work with? Of course you do, and you've come to the right place. In this blog post, we'll look at our go-to market plan—the strategy behind Garry Wise's successful brokerage, GoodLife Luxury–and how you can use it to rise above your competition. Essentially, a go-to market plan is a checklist of all the things that you will do to help your client market and sell their home. You may be thinking that you already have a list (albeit perhaps an unintentional or unspoken one) of things you do, but it's important to get that into the open with your potential clients, right from the get-go. Why? Because it sets you apart. According to the National Association of Realtors, what sellers want most of all from their agent is help marketing their home to potential buyers: Why is a go-to market plan is so important? It explains how you are going to give your client what they want most of all. Your customers don't simply want you to help market their home – they expect you to market their home. When you take a listing, you are promising your clients you will do just that. So if the following sounds like your current marketing strategy... Put a sign in their yard, List on MLS, Pray that it sells! ...then you are breaking that promise right out of the gate! Look at it this way: if the number one expectation of your potential seller is to market their home, then that's what they expect you are going to do.
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Don't Be a Greedy Realtor
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Facebook Funnels for Real Estate: A Practical Example
Following up on my last article about why you need Facebook funnels for your advertising, I want to share with you a practical example today of what the Facebook pixel looks like and where it goes, what funnel ads look like, and how to string them all together to make sure you are 100 percent on point with your digital marketing strategies. For the purposes of this article, I'm going to assume you followed the descriptions in our last article about audiences and already have those built. If you do not, don't worry. One of my next articles is going to be a summary on how to create the perfect Facebook audience for real estate. It All Starts with the Facebook Pixel Your funnels will not connect to one another and lead the prospect through qualified lead status and eventually to client status unless you can somehow track which ads they are interacting with, how many times they've visited your pages, etc. Certainly, though, you can't manually keep track of this traffic on your own, let alone figure out what specific Facebook user actually visited your page. So what are you to do? It's simple. You use the Facebook tracking pixel. In your Facebook Ad Manager, there is a section where you can manage your pixel. This pixel can be set up for specific actions to track visitor behavior. For instance, the code snippet above is set up to track visits to a page or site. The Facebook pixel will not only collect all the Facebook users that engage with your ads and visit landing pages or download pages, BUT also which specific pages the users have visited. This is very powerful in that it allows you to then break apart your visitors and serve them very specifically niched ads that are the most relevant to what they are interested in. Once you have your pixel code generated, all you need to do is put it on every single page you want to track. I would recommend putting it on all your landing pages, the pages on your website, and any other online properties that advertise your real estate practice that you have control over. One thing we get asked often is, "How do I know the pixel is installed correctly?" Instead of waiting 24 hours to see if it's generating traffic, there are tools out there you can use to check instantly. My favorite is a Google Chrome extension called Facebook Pixel Helper. This plugin will instantly show you how many pixels are installed on a page, right on the top right of your web browser window. It couldn't get much easier.
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Money Doesn't Grow on Trees. It Grows in Geographic Farms.
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The Best in Real Estate Branding
Creating the best real estate branding is all about creating the best impression. So you put your picture up on your website? Great, now buyers know your face, but they still don't know your brand. Having the confidence to creatively (yet succinctly) show what makes you a REALTOR above the crowd is the key to successful branding. You're not just selling a house, you're selling you selling the house. Brainstorm: how to make real estate branding ideas rain in your brain When decoding your brand, think about how you present yourself to the world. Are you memorable? Are you bold and assured in your approach to net results? Bold is beautiful, and that translates easily to real estate branding. The more memorable you are, the more likely you are to get referrals, listings, appointments, and sales. Now THAT is a storm we call perfect. Let's get back to basics. You need real estate branding ideas. Those ideas need to have a purpose, or your collection of materials looks unfocused and slapdash. This is your brand. Something this important requires what we call awareness marketing. From understanding who you are to understanding who your customer is, taking stock of key characteristics will help shape your brand ideas. If you've been taking the cookie cutter approach to your Realtor business cards and website, it's time for that cookie to crumble. Highlight what is unique about you in your real estate business. Think of positive feedback you've gotten from sellers and buyers and use it. That is your real estate brand! See? Not so hard after all.
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How to Write 'Benefits' Ads to Attract More Buyers
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Facebook for Sellers: Concrete Ideas for Closings Using Facebook's Ad Manager
Wednesday, March 15, 2017 at 10:00 AM PDT If you are one of the billion users of Facebook, you know how effective the ads are on you as a consumer. We'll discuss using Facebook and its ad system to create listing opportunities without being one of those really annoying typical real estate agents on Facebook. Register now!
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Facebook Advertising and Seller Lead Generation
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Why You Need Funnels With Your Facebook Advertising
The Facebook advertising platform has taken off in a huge fashion. I would put Facebook advertising above content marketing, Google AdWords or SEO. Facebook Ads have become everything when it comes to online marketing. This saturation has led to Realtors seeing their conversion results decline, and therefore wonder what they need to do to get the conversion rate back up. To the average Joe on the street, the "secret" to doing this might really seem like a secret, but to someone like myself that eats and breathes this stuff, it really isn't. What it comes down to at the end of the day is just applying good, old fashioned marketing practices to a high-tech marketing platform. What are these tried and true principles, you ask? It's simple. You need to apply a sales funnel methodology to your Facebook Ad campaigns. What Is a Sales Funnel and How Do I Apply It to My Facebook Ads? I've been talking and writing about the need to have a strong content marketing strategy for your real estate website for years. While I could write an entire article (and I think I actually will) on specifically what a real estate sales funnel is, today let's keep things simple to make sure you have a working idea of a funnel and how it works. Sales funnels are buckets you can put visitors into that define the different parts of the journey they are on—from initially interested in your services to becoming a client. When you are talking about sales funnels in terms of your online marketing strategy, I suggest you look at establishing three distinct funnels: 1. I breathe, therefore I am groupThis group of people is exactly what it sounds like. This would literally be anyone with a pulse, and anyone that could possibly, one day, someday, do business with you. You do not want to be picky with these people. The net you cast to define these people is very, very wide. An example of a group such as this would be all people that live in the city where your farm area is located. Sure, you may not have refined it to your exact zip code, or honed it by homeownership status, or even age, but that is okay. The idea is to get eyes on your ads and content. The offers you give these people in ads require no lead capture or landing pages at all. You simply want them to click on your ad to go to the item of value that is promised to them. An example might be a market report for the city you are farming to, or a blog post about preparing your home for sale that you recently wrote. What? We aren't asking for their contact info? Correct. The idea is to get them to your page so you can retarget to them later on down the funnel. If you don't know what retargeting means, don't worry. I will explain it in my next article in detail. The idea is to run as many people through this first funnel so you can then narrow it down and turn your "visitor" into a "qualified lead" by serving them different, more targeted ads at a later date.
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Defining the Campaign Objective of Your Facebook Ads
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CFPB Fines Real Estate Company: Do Agents Need to Worry?
Is Zillow RESPA compliant? Are MSAs illegal? These are a few of the questions posed in a new video that examines the impact of a recent order from the Consumer Finance Protection Bureau (CFPB), the government agency formed in 2011 in the wake of the 2007-08 mortgage crisis. Late last month, the CFPB "issued a warning shot to Realtors and brokers nationwide" when they fined a real estate company for an improper MSA (marketing services agreement) and referrals. According to the consent order, the lender was violating RESPA by offering the brokerage what was, essentially, a disguised payment for a referral. So what does this mean for agents who use, for example, Zillow's co-marketing program that lets them share advertising costs with a lender--or even other lead generation services? Does this arrangement violate RESPA, and do agents need to worry about the CFPB coming after them? Check out the video above to learn more, and then share your thoughts with us in the comments below!
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Facebook Ads for Real Estate, Part 1: Creating a Business Page
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Landing Pages 101: Tips and Tools for Getting Set Up Fast
We've been getting a lot of questions about landing pages lately. It's no wonder, either—from Facebook ads to Google Adwords to home valuation offers, landing pages are a critical piece of your online lead generation activities. After all, a good landing page can turn an anonymous web surfer who clicked your Facebook ad into a bonafide lead who willingly gives you their contact information. But who has time to create a landing page from scratch? (Hint: not you!) Today, we'll look at a handful of easy-to-use landing page solutions, and best practices for making your landing pages successful. What is a landing page, anyway? Before we get started, let's clarify what a landing page actually is and why Realtors may want to use them. A landing page is a standalone web page dedicated to one thing only: capturing leads. Agents typically use landing pages as the destination that web surfers go to when they click on an ad. For example, let's say you're creating a Facebook Ad that offers homeowners a free home valuation. Where should you send people that click your ad? To a landing page where prospects can receive that home valuation instantly in exchange for their contact information, so you can follow up with them later! A landing page is different than an ordinary page on your agent website. For starters, a landing page should match what your ad is offering. Prospects who click on an ad for a free home valuation should be sent to a page where they can get exactly that--not the front page of your website, or your "Contact me" page, as that would just cause confusion for the prospect. Landing pages, on the other hand, are designed to be straightforward and offer prospects exactly what they want in order to get them to give up their contact information as quickly as possible. The best landing page designs eliminate all distractions not pertaining to the offer at hand. There are no links to your agent website or elsewhere—just persuasive copy, relevant images, and a lead capture form. If you'd like a little more in-depth information about landing page basics, check out these articles: Anatomy of a Real Estate Landing Page Landing Page Tips to Help You Generate More Leads Landing page solutions Now that you know what a landing page is, let's take a look at a few solutions that are easy to get up and running quickly: Leadpages - While Leadpages serves multiple industries, they do offer multiple landing page templates specific to real estate. This service is affordable and offers integrations with many popular tools, including CRMs, as well as A/B testing, drag-and-drop customization, a weekly coaching call, and more. Cloud Attract - On the pricier end of the spectrum is this brand new offering from the makers of Cloud CMA. Cloud Attract is designed specifically for real estate and offers multiple templates that offer prospects a CMA, home valuation, or listing alerts. You can easily embed these pages into your existing website, share them on social media, or use them as a standalone destination. Home Value Leads - If you're specifically looking for listing leads, give Home Value Leads a try. This solution offers sellers automated home valuations, and lets you continue to nurture them via built-in drip marketing campaigns. If a prospect doesn't offer their contact information, this tool can optionally search for their name, email, and phone number for you. Elevated REM - Another option for offering home valuations, Elevated REM offers new lead notifications via text and email, an email autoresponder, partial lead capture capabilities, and more. Unbounce - While created to service multiple industries, Unbounce does offer several landing page templates for real estate. There no home valuations here, though—these templates mainly focus on capturing interest for individual properties, which may be useful for luxury-focused agents. Agent website providers like iFoundAgent are increasingly offering support for landing pages today. Before purchasing a standalone landing page solution, you may want to check with your website vendor to see if they offer landing page capabilities, and if those pages will support your needs. Tips and Best Practices Once you've decided on a landing page solution, how can you ensure that you maximize your lead capture? Here are a few ideas: Include a clear and concise call-to-action. If your landing page is focused on a single property, make sure that the page's title and H1 tags contain the entire property address in it. Ditto for the URL. Aim for a web address like yourwebsite.com/456-Elm-Street-City-State to ensure the page is indexed favorably by Google. Go beyond the typical home valuation and single property landing pages. Try offering guides for first-time homeowners, sellers, or free listing alerts, and beyond. If you're offering downloadable assets, force prospects to give you their correct email address by saying you'll send them the download link in an email, rather than just immediately redirecting them to the asset. For more on optimizing your landing pages, see Top 10 Real Estate Landing Page Tips. There you have it—our crash course in real estate landing pages. What other tips or recommendations do you have for your fellow agents? Let us know in the comments below!
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3 Ways to Improve Your Facebook Real Estate Ads (and Increase Results)
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Facebook's New Messenger Ads: How to Use Them for Real Estate
You are familiar with Facebook Messenger, correct? You are also familiar with Facebook ads for real estate, right? I am happy to report that recently, a new enhancement to Facebook Messenger merges these two tools beautifully. Not only that, there are some amazing use cases for this "mash-up" and how it can help generate more qualified leads for your real estate practice. Today, I want to share one great example of how you can create a Messenger destination ad as part of your Facebook advertising strategy. How It Works (the Basics) The above image from Facebook's website, perfectly and easily illustrates how this type of ad works. The image on the left shows an ad for a grocery store. The big difference here is that instead of going to a landing page or some other web property, when the user clicks the "Learn More" button, they are taken to a messenger window (displayed in the image on the right). Granted, this is a very basic representation of what can happen, but just think for a moment about all possibilities this opens up. For instance, instead of a basic discount the user can use, the user could strike up a conversation with the market (via a live human being, or an automated bot). Suddenly, communication can happen in real-time, just as quickly as the online interaction takes place. When I first read about this enhancement, I instantly got excited and started thinking about all the ways we were going to include this as part of our digital Facebook marketing strategies for our real estate clients. There are many, many ways I came up with to use this great tool, and today I'll share with you a single example you can employ today to help you make the most of online leads that are coming into your lead funnel.
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