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The Key to Real Estate Lead Generation: Custom Landing Pages
Are you searching for ways to boost both your website lead generation and the effectiveness of your online advertising? Custom landing pages, which users "land" on after clicking one of your ads, are one of the biggest keys to lead generation. Landing pages are designed with one goal in mind: to earn the contact information of people who click your advertisements. Of course, to get that contact info you'll often have to offer something in return. Learn how to put landing pages to work for your business with our guide to custom landing pages for your website.
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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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Is It Time to Modernize YOUR Brand?
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Old School Is... New School?
When a real estate brokerage, team or agent is asked about what they are doing regarding their own individual marketing efforts, the answers might surprise you. The majority of agents in the United States have an almost even distribution of their marketing dollars between print and digital marketing. To shed some light on how agents spend their precious marketing dollars, it is important to identify exactly what constitutes print vs digital.
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Facebook Audience Targeting for Real Estate
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How Subsidizing Agent Ads Will Boost Your Brokerage Biz
When you think about how you're going to grow your brokerage business in 2019, what are your key initiatives? Recruiting new agents? Gaining more market share? Making your existing agents more productive? Whatever it is, it comes back to building your brokerage's value. It's all about your brand. Why would someone work with your brokerage over another one? Why would they choose an agent because they're associated with your brand?
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Tech Savvy Team's Highest ROI is with Print Marketing: Here's Why
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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 Real Estate Broker's Guide to PPC
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'Float like a Butterfly, Sting like a Bee': The Power of a Good Brand
I've been thinking a lot about brands lately. Why do some brands do better than others? Some flounder, some transcend—and it's not always a reflection of effort or innovation or value. Brand success can seem random. But that's the genius of a good brand; it should be so effortless that it makes you think, 'obviously!' The quality of a brand is determined by many factors—logos, voice and tone, vision etc.—but what interests me the most are the oaths, the mantras, the mission statements that yell the brand from the rooftops.
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Chicago Brokerage's Digital Ad Pilot Increases Brand Exposure 1000%
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How Do the Top 20 Sites Manage Digital Search Advertising?
At WAV Group, we like to look under the hood at what the top property search sites in America are doing to engage consumers and boost performance. In some cases, we work with the site owner and have access to their analytics. In other cases, we use benchmarking tools like Hitwise and ComScore to get a glimpse into what these top performers may be doing. The results are interesting. In the snapshot that we took, the nation's leading portal – Zillow.com – is benchmarked to be the top search site with 36 percent, and also the top investor in paid search. Their paid click share is 35 percent of their search traffic and 36 percent of their search traffic is organic. Overall, Zillow acquires 5 percent of the paid click traffic. Zillow's Click-Through Rate (CTR) on paid traffic is 5.33 percent.
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In the Game of Online Advertising, Real Estate Teams Have the Upper Hand
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Discover the Next Big Thing in Real Estate Advertising!
Banner ads and the internet have a long history together. But with banner ad blindness becoming an increasingly common problem, it's time for real estate professionals to find a better way to reach buyers and sellers. Luckily, there are other advertising options—more effective advertising options. Chief among these are native ads—advertising so helpful some buyers may not realize they are ads at all.
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Brand Refresh Creates Big Opportunities for Century 21
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SEO vs. PPC: Which is best for you?
Ask any digital marketing expert, and you'll quickly learn that both search engine optimization (SEO) and pay-per-click advertising (PPC) are effective real estate marketing tools. After all, a beautiful, information-rich, mobile-friendly real estate website is only an asset if your audience knows where to find it! Both PPC and SEO are geared toward making sure your website shows up in a prime position in search engine results—the real difference comes in how that goal is accomplished. Let's take a closer look at the perks of SEO and PPC to help you identify the most effective marketing tools for your real estate business.
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Understanding the Costs of Social Media Advertising
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[VIDEO] How to Delight 91% of Your Agents and Sellers without Lifting a Finger
Real estate consumers are increasingly savvy. According to NAR, over 50 percent of sellers ask if agents can digitally promote their home. "Agents don't necessarily have a good answer to that question," says West Hubbard, Director of Business Development at Adwerx. But if brokers can help their agents answer that question, it can make big impact on not just their agents' success at winning listing, but recruiting and retention for brokers West joined us last week for a live webinar on how automated listing ads can help your firm win more listings and attract and retain top performing agents. He shared how brokerages that provide digital ads can expect to see a 400 percent increase in their brand's exposure online. How? Check out the webinar recording below to learn more.
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4 Tips to Get Free Advertising for Your Real Estate Business
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Real Estate Advertising Ideas to Steal from Madison Avenue
Big budget ad campaign ideas for real estate pros The five-season AMC series Mad Men provided viewers with a fascinating look at the world of big-brand advertising and we thought those ideas could help with real estate advertising. And while it certainly amped up the dramatized fiction, there was a lot of truth in what the show depicted. Namely, that advertising is often correctly characterized as a haven for strategic, creatively-minded executives. They spend as much time generating ideas on how to beat their competitors as they do building brands for their customers. There's big money in imagination, and the natives of Madison Avenue are always ready to prove it. Since most real estate professionals can't afford to leverage the same minds that are trusted with $3 million Super Bowl spots, Adwerx took a look at some of the most effective ad campaigns of the last year to examine how our customers may be able to capture a little of that "Mad Men" magic when advertising online.
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Real Estate Definitions Handbook for Sales, Marketing and Tech Terminology
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How to Automate the Creation of Listing Descriptions
We're back with the latest post in our series on shortcuts and features you may not know about in the tech products you already use (see our most recent post here). Today, we're highlighting a solution that takes the pain out of writing listing descriptions—by writing them for you. Let's take a close look at how AdWriter, a lead generation tool from our 2017-18 Technology Guide accomplishes this. What is AdWriter?
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The Do's and Don'ts of Real Estate Landing Pages
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Facebook Ads for Real Estate, Part 4: Creative Ads and Reviewing Your Insights
When telling a story, you want to create a message that resonates with audiences. You want their imaginations to wander and to make them feel as if they're part of the story. Consider this an integral part of creating ads within your Facebook campaign as well, but instead of telling a story with words, tell it with images. As a real estate pro, understanding the power of online marketing is crucial for continuous growth; according to NAR 2016 Profile of Home Buyers and Sellers, 89 percent of buyers who used the internet found photos to be very helpful. In Part 1 of the Facebook Ads for Real Estate series, 'Creating a Business Page,' we walked you through the process of creating a business profile. In Part 2, "Campaign Objectives," we gave you a step-by-step guide to accessing your Ads Manager and selecting your campaign objective ("traffic"). In Part 3, "Audience Targeting," you learned how to set up your audience, select your ad placements, and create a set budget for your ad. Now, in the fourth and final part of our series, we will explain how to choose the best format options to engage with your audience and how to read your ad results. Step 3: Ad The final step in creating your campaign is the 'ad' section. This is where you choose the photos and/or videos that will show on your audience's news feeds. You are not limited to just photos or videos; you can also design carousel, slideshow, or canvas ads. Format Style Carousel and slideshow ads are very similar. They both showcase multiple images and/or videos within a single ad. However, they differ in that a slideshow is a continuous loop (like a video) of images and/or videos, and carousel is a set of images/videos that places each on its own card and the target audience must swipe through the cards (up to 10 cards allowed).
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CFPB Investigating Zillow – Brokers Consider RESPA
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Facebook Ads for Real Estate, Part 3: Audience Targeting
In Part 2 of the Facebook Ads for Real Estate series, 'Campaign Objectives,' we walked you through the process of accessing your Ads Manager and selecting your campaign objective ('traffic'). Now you are going to learn how to set up your audience, select your ad placements, and create a set budget for your ad in the 'ad set' section. Audience When creating your campaigns on business pages, choosing the proper audience will determine your campaign's success or failure. According to the 2016 NAR Profile of Home Buyers and Sellers, the average home buyer is between the ages of 32 (first time buyer) and 52 years old (repeat buyer). Take this average into account when determining your target audience. Keep in mind that local demographics tend to change depending on the market that you're in. When you begin setting up your audience, you have the opportunity to either create a new audience or use a saved audience (such as the target audience you selected when creating your business page in part 1 of the series). For the purpose of this article, we are going to create a new audience and use the demographics mentioned above. First: Start by selecting your location on the provided map by dropping a pin on your area of choice (ex: Miami, Florida). Try adding a radius of your choice (ex: +25 miles) to narrow your audience results to only include people located near your listing. Facebook also allows you to manually input and manually exclude locations to modify your audience results. Second: Select an age group (example: 32 to 52) and gender (example: all).
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Where is Everyone in Real Estate Spending their Marketing Dollars?
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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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Leverage Facebook Messenger for Lead Generation and Conversion
Facebook Messenger, the most popular app in the world, was downloaded 59.7 million times in the first six months of 2016 alone. Do you have the real estate selling tips you need to take advantage of its newest ad features? Destination: FB Messenger In previous versions, Messenger users had to seek out your business. Now you can select Messenger as a destination for website click objectives, simplifying the conversation initiating process (which allows clients to receive your messages) with a "Send Message" call-to-action to link to the app. This not only brings prospects further down the sales funnel and directly to your door, but allows for faster assessment of where they are in the sales cycle without being intrusive. Heating up sales The update offers businesses greater opportunity to warm up sales leads, drawing cooler leads away from "cold" general interest content and getting them in on the action. Those unlikely to have progressed can be warmed up via direct conversation, generating sales potential that would not have previously existed.
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Real Estate Service Sampling -- Are You In?
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Get Better Leads from Facebook
The first five steps we took to generate 8,000 qualified real estate leads in three months—just using Facebook: 1) Set Up a Facebook Business Page Ninety-one percent of real estate agents use social media to promote their business, according to Contactually. Facebook advertising is a valuable lead generation tool, but unless you're taking a methodical approach, it can be hard to monitor, track, and optimize your campaigns for the best returns. Onboard has developed a data-driven engagement system that includes social media marketing. Through our experience helping clients generate real estate leads from social media, we have curated some key best practices in Facebook lead generation. In this eBook, we review what we've learned and include specifics from a three-month campaign we did with a regional brokerage that yielded over 8,000 qualified leads. You want to run your Facebook advertising from your business account, not your personal account. Most of you probably already have a Facebook business page, but if you don't, it's very easy to set up. You just need a name, profile photo, cover photo and a call to action. You also have the option of converting a profile page to a business page. This is an easy guide to get started.
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How to Use Facebook for Your Brokerage: 4 Tips for Success
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Tips for Jumpstarting a Direct Mail Strategy
Think print is dead? You may be missing out on the benefits that direct mail can bring to your business. Response rate for direct mail to existing customers averages 2 percent in unspecified mass mailings, and 3.4 percent with targeted mailings, compared to just 0.12 percent for email contact. How can you take advantage? In today's real estate selling tips, we'll discuss a no-fail direct mail strategy. Overcome inbox overload by putting a few new twists on this vintage marketing method: Avoid the standard #10 envelope. Unless a #10 envelope is from someone a prospect knows, chances are it's getting tossed. Think outside the box. Ninety-eight percent of people check their mail daily. Stand out from other boring mailers with freebies in your packages that help promote your business. These inexpensive promotional materials engage the prospect with a lumpy envelope ("Hmmm... wonder what's inside?"), getting your message noticed. Not sure what we mean? Consider these promotional/message combos: Stress reliever: "Take the stress out of home selling/buying..." House-shaped bag clip: "Find out why we're all that and a bag of chips." Magnifying glass: "Zero-in on success..." Mints: "A fresh, new way to buying/selling your home..."
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Ad Networks: Low-risk Marketing Value for Brokers
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How to Effectively Define and Reach Your Target Audience
You've heard the saying that you can't be all things to all people. Whether it's personally or professionally, you simply can't be everything to everyone, so stop trying. In business, this is especially true. Before you can build a successful marketing campaign, you have to define who your target audience is, why they need your products or services and determine how you are going to reach them. It is no easy task to define and reach your target audience, but a very important phase in order to build a better, stronger business, especially if you have a limited marketing budget. Define your target audience. The first step is deciding who your audience is, with whom you want to connect in the hopes they will buy your products or services or even just resonate with what you do. A lot of marketers want to say "everyone," but that is not an appropriate answer if you want to be successful in your marketing efforts. When defining your audience, it is important to consider demographics, psychographics and behaviors. Demographically, who are they? What is their age range, gender or profession? Depending on your company goals, it may not matter where they are physically, as you may want to focus on a national audience. However, in some instances, you may want to focus on a specific part of the country or drill down to specific zip codes. From a psychographic standpoint, how do they think? What are their interests, likes/dislikes, values? Finally, how do they typically buy things? Do they go the online or brick and mortar route? How do they consume their media? This may help determine how you reach them.
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Using Targeted Facebook Ads to Fill Your Pipeline (9/29)
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WOLFmedia: The Program that Pays Brokers
RE Technology's annual Real Estate Technology Guide is a source you can use to find many of the leading products that are generating excellent results in real estate. This week, we want to focus on WOLFmedia, found on page 7. Real estate brokers and agents have typically been the target of media companies. Third party websites, newspapers, and search engine marketing companies have all heavily targeted the real estate industry in order to grab a share of the money brokers and agents spend on advertising. Lone Wolf has reversed this flow with a new product called Wolf Media Network. Rather than paying for advertising, Wolf Media Network enables advertising on your products so that the agent and broker can get paid. The home buying and selling consumer have huge value in real estate. You have seen the constant data that talks about the thousands of dollars in purchases that consumers make as part of a transaction. This money is spent on more than just closing services. Think about decorating, repairs, services like internet, phone, cable, insurance, moving vans, garbage service, and the list that seems to never end. All of those service providers would gladly jump at the opportunity to advertise across your brokerage and agent applications. That's the service that WOLFmedia provides. It's a Revenue Share The process of setting up an ad network is no easy task. Fundamentally, the first requirement is that you have a lot of traffic. That is where WOLFmedia comes in.
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How Data Mining Makes Facebook the Most Cost Effective Advertising Channel
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Adwerx: Real Estate Advertising for the Digital Age (9/15)
Thursday, September 15, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Using Targeted Facebook Ads to Fill Your Pipeline (9/8)
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Adwerx: Real Estate Advertising for the Digital Age (9/8)
Thursday, September 8, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Adwerx: Real Estate Advertising for the Digital Age (9/1)
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Brokers: How to Automate Just Listed Ads for Real Estate Agents
Agents want one less thing to do! Listing automation can help. Steven David Elliot, an extremely busy agent in North Carolina, has a process. Every time he lists a property, he implements a checklist to market the home. And digital ads are part of his list. "I tell my clients that I can advertise their homes on major sites like the Wall Street Journal and ESPN, as well as on Facebook. They love seeing their own home advertised as they browse the web." But there's a small problem: not enough time. "Getting a house ready to list is no easy task," he said. "I'd love the idea of automating my digital ads to take one more thing off my list!" Who can help agents like Steven to automate? Brokers! Already, many brokers have internal marketing centers with Just Listed/Just Sold postcards and newspaper ads. But very few have automated their digital tools as well. And digital is critical. 90% of home shoppers are researching online. And over 50% of our waking hours are spent on some kind of screen. What's more, today's home buyers and sellers want digital as part of their real estate shopping experience.
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Adwerx: Real Estate Advertising for the Digital Age (8/25)
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The Most Effective Marketing Strategy for Residential Brokers I Have Ever Seen
As someone who has been involved in the real estate marketing, public relations and media sectors for almost thirty years, I have seen a lot of trends come and go. I am old enough to remember the power of direct mail (it still works by the way), newspaper ads, advertorials, banner ads, SEO/SEM and on and on. Most of the things that work well in marketing typically last for a cycle and then lose their impact for a variety of reasons. However, one strategy that I am personally more excited about than anything I have seen in a very, very long time is the power of content marketing. In my opinion, no other sector benefits from content marketing as a sales and marketing strategy quite like the residential sector. Here is another post I did that explains Content Marketing: What is Content Marketing and why am I so obsessed with it? These blogs are great examples real estate firms using Content Marketing to position themselves as thought leaders in the industry: Adwerx Coldwell Banker RE/MAX Keller Williams Sotheby's Century 21 Better Homes and Gardens As seen in the examples above, it is important to educate your customer base on market trends, be a trusted source for industry news and use thought leadership for brand positioning. These are incredibly effective ways to differentiate yourself and your company and connect with your target audience.
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Facebook Campaign Templates and Checklists for Real Estate (8/4)
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Adwerx: Real Estate Advertising for the Digital Age (8/11)
Thursday, August 11, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Adwerx: Real Estate Advertising for the Digital Age (8/18)
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Adwerx: Real Estate Advertising for the Digital Age (8/4)
Thursday, August 4, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Demystifying Facebook Advertising: How to Turn Ads Into Leads (8/2)
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Adwerx: Real Estate Advertising for the Digital Age (7/21)
Thursday, July 21, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Adwerx: Real Estate Advertising for the Digital Age (7/14)
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Adwerx: Real Estate Advertising for the Digital Age (7/7)
Thursday, July 7, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Adwerx: Real Estate Advertising for the Digital Age (6/30)
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Adwerx: Real Estate Advertising for the Digital Age (6/23)
Thursday, June 23, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Adwerx: Real Estate Advertising for the Digital Age (6/16)
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Adwerx: Real Estate Advertising for the Digital Age (6/9)
Thursday, June 9, 2016 at 10:00 AM PDT Join our weekly webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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The Guide to Launching Your Real Estate Marketing Mix
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6 Steps to Driving Real Estate Success with Tools and Systems
Paul Argueta, Broker/Owner of Real Estate Haven in Pasadena, California started out as a single agent working in his family business. He went on to become a broker and built a team of more than 150 agents, which gained him recognition as one of the fastest growing, privately held companies in America according to Inc. Magazine. How did he achieve this success? Like many agents and brokers, it was born from the adoption of tools and systems that streamlined his business, made his agents more effective and allowed for higher conversion. Let's explore the steps you can take to achieve real estate success with the backing of tools and systems: Step #1: Acknowledge the Need At the company's five-year mark, Argueta's team was closing between 400 and 500 units per year, yet referral and repeat business was lacking. He acknowledged the need for technologies that would help them capitalize on this missed opportunity. He also knew implementing these new technologies would help drive his recruitment and retention efforts. Step #2: Set Your Goals Argueta set out to find technologies that he could implement to help his team reach their goal of recapturing past clients and their sphere of influence, with the overarching goal of building a suite of products that could be marketed to his agents as a one-stop-shop for their lead generation, nurture and follow-up.
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Make the Most of the Summer Selling Season! (6/2)
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Adwerx: Real Estate Advertising for the Digital Age (6/2)
Thursday, June 2, 2016 at 10:00 AM PDT Join our weekly Webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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Why Your Facebook Video Ads Should Be Silent
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Adwerx: Real Estate Advertising for the Digital Age (5/19)
Thursday, May 19, 2016 at 10:30 AM PDT Join our weekly Webinar to learn why real estate marketing has fundamentally changed, and how you can stay ahead of the competition with smarter local marketing from Adwerx. Register now!
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What Is a Brand and Why Is It Important?
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A Real Estate Broker’s Branding Dilemma
Seeking out broker tips on what makes for a successful brokerage/agent relationship? The formula may not be quite so simple. On a recent road trip including stops in Chicago, D.C., and NYC, Brad Inman, journalist and entrepreneur, uncovered that formulas for brokerage success don't always include the same ingredients. In fact, company philosophies surrounding management styles, though successful, are quite diverse. The opposing, but successful, management styles: Management branding - Branding philosophies systemically delivered to every agent. The main take-away: company culture is king – interwoven into each agent's daily life. The boon? Unwavering support for those under the brokerage, shown to consistently deliver results in both personal and business endeavors. Full agent autonomy - Though the brokerage is home base, it does not tell agents what they can and cannot do, instead fostering agent autonomy and individuality. Advantages? This strongly empowers the agent and cultivates the individual agent brand.
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How Distraction Real Estate Marketing Pieces Help Your Farming Efforts
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Is Old School Print Set to Rebound?
Print advertising and marketing has seen a striking decline. I love using the phrase that newspapers are like nursing homes. But that might be changing. Here are some thoughts. A while ago, I spent a few years working with a real estate magazine. We helped them expand into digital marketing – online portal, online advertising, agent and broker websites, etc. It was a good thing. We married their loyal customers to new services that escalated in revenue as print dropped off. The relationship remained the same; the revenue by product choice changed. One of the great boosts to the online marketing business was the comparative calculus of print vs. web pricing. Buying a page of advertising in a monthly real estate magazine with 25,000 to 50,000 magazines in circulation is about $500. It's more expensive in some areas where distribution outlets are paid, and less in rural areas where you can put a box on any corner you like for free. Heck, if agents spent $500 in online advertising today, they would be likely to reach 10 to 20 times the number of people. That is why companies like Realtor.com, Homes.com, or Adwerx are so popular with REALTORS®. Online Losing Value A decade ago, the price per click for Google Adwords in real estate was between $1 and $5 for competitive keywords. Interestingly enough, the price per click has been steadily declining. Online advertising is losing value because the conversion rates are so bad. The leading reason why brokers and agents are vacating their adverting with the Zillow Group is not what you think. They are not abandoning them because they don’t like them. They are abandoning online advertising because the likelihood of converting one of those leads is remote. If you do convert a Zillow Group lead, it's likely a year down the road.
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If Your Firm Has a Story, Now Is the Time to Tell It
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Four Tips for Better Banner Ads
The current wisdom surrounding content marketing suggests that it's important to focus on helping—create content that provides value to readers. The world of advertising should be the same. If you've noticed a decline in your banner ad clicks, or are considering using banner ads to bring more visitors to your website, here are four things you should implement in your advertising. Provide Value Your banner ads, like the rest of your content, should provide some kind of value to readers. If they don't, readers won't click them because there's no motivation to do so. Instead of a "buy now" type of ad, offer a free eBook or other downloadable resource. Find what your ideal clients are searching for, and fulfill that need. Be Relevant Going hand-in-hand with providing value, your banner ads should be relevant. It's important to determine who you're trying to connect with and what they want. Even if your ad has a great value proposition, it won't be beneficial if it isn't reaching people who will find it interesting. When you're running a targeted campaign, use any data you've collected on your webpage to determine who is visiting the site you're advertising on and why they're there.
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Real Estate Tips from a Marketing Director
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How to Build a Brand without an Advertising Budget
At Inman Connect, we learned that Zilllow waited seven years to spend money on advertising. They built their brand on their product and through what Amy Bohutinksky, Chief Marketing Officer, calls: "the first content marketing strategy I'd seen in any company," according to Venture Beat. The success of Zillow wasn't attributed to large media budgets or advertising campaigns. It was built around a consistent message, strong brand, and earned publicity like word of mouth, PR, and social media. So, how can your company do the same? 1) Start with the product What do you want to be known for? What is your area of expertise? We've all heard the idea that you don't want to be "everything to everyone." It's better to keep it simple, know your sweet spot and deliver on that consistently. This has nothing to do with marketing or branding per se, but it will do more for overall revenue than any ad buy ever will. 2) If you have a worthy product, the public will do your advertising for you. All you have to do is give them a little nudge. Zillow is a big believer in social media. They promote heavily, monitor consistency, and reinvest where they see return. Unlike traditional advertising that pushes a message out, a social media strategy pulls a targeted consumer in one at a time. While you may not get the reach, you'll get more out of that single consumer by building a relationship they feel an active part of. In other words, don't just shout your message – evoke a conversation and you'll find consumers respond in a more positive, proactive way.
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How to Advertise Your Listings and Services on Facebook
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4 Worst Twitter Advertising Mistakes
You've read the Quick Guide for Twitter Advertising, which is an excellent start to social media marketing. But knowing what not to do can be just as important as knowing what to do. Avoid these four Twitter marketing mistakes to make sure that your ads reap maximum conversions. 1. Advertising Without a Plan Don't try to guess for success. Investing in ads without a plan could lead to precious dollars down the proverbal drain. If you don't like Twitter's built-in system, take the time to find an app or software that helps you track your conversions in a way that makes sense to you. Then run multiple campaigns at once, or A/B tests, in order to learn which approaches bring the best results. Variables to success may include targeted demographics, posting times, tone of voice and image subjects, among others. If your tracking demonstrates similar conversion rates with more than one campaign, you may not need to choose between them. Think about Geico, which runs ads with Flo and Maxwell the pig simultaneously. Different campaigns may draw in different audiences, and that's terrific! But you won't be able to confirm your success or revise missed opportunities without a plan and tracking tools. 2. Succumbing to Spontaneous Hashtagging Promoted Tweets with hashtags can draw a 122% increase in engagement compared to tweets without hashtags. Hashtags are integral to success! Just make sure that you don't misuse them.
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Should You Put Advertising on Your Broker Website?
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The Power of a Great Logo
Everyone recognizes Nike's swoosh or Apple's bitten fruit icon. More than that, consumers associate those logos with a certain level of quality in the product or service they'll get from those brands. That kind of recognition can be reached for your real estate brand, too. Here's how three brokers have built visual memory in their markets with branding that summons an instant, positive impression from potential clients. Techies Before It Was Cool It's the simple and descriptive at sign that distinguishes Chicago real estate company @properties from its competitors. "The logo has exceeded our expectations. It almost feels interactive," says Thad Wong, @properties co-founder and partner. Back in 2000, when the company's logo was first developed, there was not yet sharing of data in real estate, and there was a fear of losing control, Wong explained. "Not only did we embrace technology, we were technology — and our logo stated that," he said. But the logo actually felt foreign to Wong and his partner, Michael Golden, in the beginning. "At first, the at sign was intimidating," Wong says. Their impression of it changed the more they used it. Now it's comfortable, says Wong, and the logo has evolved into fresh, interconnected marketing campaigns. The company's newest: "Love where you are @." "We hope that any time [consumers] see the at symbol, they think of us," Wong says. "We attached to the technology movement and put that technology into the name instead of our egos."
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Where Brokerages Can Find Non-Traditional Revenue Streams
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One Way to Make Your Real Estate Practice Profitable
Today I want to share with you a very important, yet easy model to adopt for making your real estate practice more profitable. Part of what we do every day is help prospective and current clients combine services. The most common things we hear is that somebody has a CRM, transaction management system, online lead system, as well as an array of AdWords or ad retargeting systems in place, and neighborhood specific landing pages--and they are bleeding them dry. They desperately want to lower their overhead, but don't know how. Even worse, they can't really draw any lines as to how any of these things are driving business for them. This is a MAJOR "no no" with us, as EVERYTHING we plan in life has to be measurable. Even worse, as we've said time and time again, the real estate Industry is full disjointed technologies. Clearly, there has to be a fix for this. Most times, real estate professionals are looking for a quick fix to solve all these problems. Is this realistic? Usually not. Can I blame them for this? Of course not. Agents and brokers are busy professionals and have to cram tons of stuff into a single day. If there were a way to make things easier, though, how could you fault someone for wanting to make life easier? You cannot. Because of that, I'd like to propose that the easy way to do more with less is to simply put in a little extra up-front work and combine your technologies. Today, I'll give you some easy suggestions on how to make this happen. 1) Let your CRM run your transaction management Most quality real estate CRM systems these days include automated workflow. The workflow automation in these systems will actually allow you to run 100% of your transaction management through your CRM. While it is true that it will require a little bit of up front work, once you've set your procedures and triggers in your CRM, you will never again have to worry about jumping from one system to another. Jumping back and forth between systems wastes time and makes you less effective. Even more, many transaction coordination systems bill their subscribers on a per transaction basis. CRMs, on the other hand, charge per seat (user), so once you've locked and loaded your management rules, you will be able to realize significant savings.
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Social Media or Mass Media?
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Fit Your Clients Into Your Company’s Story
How much can your company really stand out these days? Most real estate brokerages have a Facebook page, a YouTube channel, an Instagram account, a Twitter feed. And though each brokerage's message might be a little different, they're all saying the same basic thing: "Buy or sell with us!" It's time to market differently. As consumers become more and more inundated with advertising online, companies need a newer, fresher way of grabbing their audiences' eyeballs. For some of the nation's biggest consumer brands, they're finding that the most successful ads don't focus on saying something to consumers — but doing something with them. At a broker seminar Tuesday during the Real Estate Connect conference in New York, Jason Harris, president of creative advertising agency Mekanism, touted an emerging marketing concept: involvement advertising. The idea behind this concept is for companies to identify a value they share with consumers — perhaps environmental conscientiousness or giving back to the community — then engage with consumers about that value, and create an ad campaign around that engagement. "Everything comes down to storytelling," Harris said. "This type of advertising actually tells the consumers' story and shows the company's alignment with that story." Mekanism has worked on involvement ad campaigns with some of the most recognizable brands in the country, such as Pepsi, and many companies have garnered the best results they've ever seen. Harris broke down a few of the elements that make involvement advertising successful.
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Public Relations: The Most Underrated Marketing Strategy in Real Estate
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Spending Over $60K Per Month on Zillow
It is not very hard to find out who Zillow's top customers are. Just visit the website and look at the Agent Reviews section. One of those top customers is Samer Kuraishi Group from the Washington, D.C. area. Samer is a second generation real estate agent. The brokerage, A-K Real Estate, Inc. ("A-K") is a boutique 40 agent firm, located about two blocks from the White House, that was founded by his father. Together, they have grown the company significantly, supporting consumers in Maryland, DC, and Virginia. Much of the company's growth has happened over the past few years and was driven by advertising on Zillow. Samer indicated that the company did about $49M in 2012 when they first started buying advertising on Zillow. This year, Samer is expecting to do $27M+ personally and he expects to hit $150 million total in 2014 which is up about 50% from 2013 $101M in sales. Samer is purchasing Zip Code marketing on Zillow at a rate of about $60k+ per month. That is more than most brokerage firms. For that, Samer is guaranteed around 700,000 consumer impressions per month on Zillow. In truth, Zillow typically over-delivers on the contracted minimum impressions, so his actual impressions are over 1.2 million per month. That is a lot of online advertising. Most of his leads come from his group profile page. When Zillow markets its advertising impressions, it does so by creating a market value of those impressions by zip code. Some zip codes may be as low as $25 per thousand impressions. On the high side, the cost per 1000 impressions (CPM) can be over $100. Many markets seem to average about $50 CPM, and lots of markets around the nation are sold-out and have a waiting list. Samer even owns zip codes where he does not typically provide services, just to build his portfolio. Today, Samer owns 110 to 115 zip codes on the Zillow site, but he refers some of the generated business to local agents, whom he trusts.
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4 Tips for Marketing to Clients by Personality: Part 4 - Tigers
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Is your Real Estate AdWords Account Linked to Your Analytics Account?
In April, Google announced the new Analytics feature of "bulk linking" AdWords and Analytics Accounts. This feature allows companies with multiple AdWords Accounts to link their Accounts to separate Analytics Accounts in a much less cumbersome, much less frustrating way! While you may not have more than a single AdWords Account, this update (which is now live) provides the opportunity to revisit the importance of linking your AdWords and Analytics Accounts. Analytics for Real Estate Websites While we won't go over the multiple levels of detailed metrics that Analytics can provide us for our real estate marketing efforts, let's go over the four metrics that are imported directly into your AdWords Account when your accounts are linked and why they are of great significance in evaluating your website and your marketing efforts.
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Is Your Marketing Program Responding to Disruption?
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Should You Add Direct Mail to Your Real Estate Business?
When was the last time you opened a handwritten letter? It's been a while, right? Due to the ease of email and ability to quickly connect on social channels, direct mail (on a personal or professional level) has decreased so much in recent years that opening a real letter has taken on a nostalgic association. There's something heartwarming about the feeling when you get home from work and are sifting through the mail from credit card companies who are trying to get you to apply for their card, coupon books, bills that need your attention, (the list goes on and on). And then, at the bottom of the pile, is something addressed to you by hand. It's so rare that your mind starts to race to figure out who sent it and what could be inside. Guess what, your leads and clients feel the exact same way when they get to open personalized letters! The best part is that handwritten mail has an open rate of nearly 100 percent, which would be extremely hard to obtain with even the most thought-out email campaigns. Don't you wish that a company existed to process personalized mail for your business? Enter MailLift "Each letter is written by a real person here in the US. Set a template, select recipients and customize any other details to make your handwritten letter stand out." But how can you be sure that the mail being sent is of the highest quality?
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Reason #994 That You HAVE TO Have A Plan For Your Real Estate Career
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3 Tips to Connect with Empty Nesters
Empty nesters are no longer working 40 hours per week, but they are finding plenty of ways to keep themselves busy during their retirement years. As a real estate professional, you need to be mindful of this demographic because they create many opportunities for you to grow your business. Whether they are looking for an investment property, a rental property or maybe just want to downsize because their kids have moved out, you should be there to provide them with the help they need! For real estate professionals who have grown accustomed to targeting local buyers and sellers online, working with seniors who may not be as technically inclined can be a big change of pace. Here are three tips to connect you with empty nesters and help them with their real estate needs. 1. Get Involved Whether it's donating their time to nonprofits, homeless shelters or soup kitchens, seniors have a tendency to give back to the community once they have decided to retire. Consider sponsoring or donating to these organizations and try to get other employees, friends, family and clients involved, too! This will show your interest in helping to improve the community, while it also creates the opportunity to connect with these potential clients.
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The ONE Key To Real Estate Farming Success And Why You Have To Follow This Rule
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And the Verdict Is ...
Guest contributor Pamela Dittmer McKuen of REALTOR®Mag says: I believe everyone should go to law school and not practice law. Law school teaches you communication skills and a thought process that are very advantageous in anything you do. My parents owned a Century 21 franchise, so I grew up in the business and knew our market. I graduated from Fordham Law School in 1985 and spent the next four years as a real estate attorney, mostly working in the area of conveyances. But I realized I wanted to be involved in the entire transaction, not just part of it. At that time RE/MAX was new in our area. I liked its business model, which I see as more of a salesperson-oriented business than a broker-oriented business. I got my broker-owner license and opened our office in 1991. My parents were in the process of shutting down their business, so I moved into their space. They had 150 agents, and about 20 of them stayed with me. The rest moved on. Productivity Starts with Prospecting Our fundamental belief is that prospecting is the key to success. Technology is important, but it can be stifling at times. It's easy to get caught up in activities that are not productive. Real estate is a people business. You have to be out meeting people and shaking hands.
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Want An Ad To Target Home Owners Who Are Ready to Move?
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Increase Your Brand Visibility with Digital Signs
Gone are the days of fridge magnets and calendars to boost your brand visibility and connect your real estate business with potential clients. Technology has made people increasingly hungry for more information. Interactive Dynamic Digital signage allows you to broadcast your business to educate, promote and boost the visibility of your brand and give people the information they need with ease. A digital signage network is composed of software, hardware, content and telecommunication links to the internet. Here are some things to think about when deciding to market your business on Interactive Dynamic Digital signage: Analysis of needs and planning Key phases to ensure the success of a digital signage project is to determine the objectives, the timeline and the project team. We start off with an analysis of your needs and that's where we quickly set the objectives and goals of the project. Then comes the planning. This phase is to confirm budget, make the inventory of the equipment, software and labor requirements. Once established, the planning can be done with the timeline and the person that has been nominated to lead the project. Software One of the most important decisions in this project is to choose your digital signage software partner. You must ensure that the software meets your needs in terms of content creation, planning and distribution of information as well as remote monitoring of the network. Do you want to rent the software or purchase licenses that include support to ensure a turnkey project?
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Measuring the Success of Your Real Estate Marketing Plan
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Building Your Book of Business
The face of real estate is getting younger... literally. As the baby boom generation reaches retirement age, there is a huge void to fill in the real estate industry. Recent NAR studies show a large portion of the "active" agents are leaving the business for retirement and there is a huge opportunity for younger agents to move up. Gen X and Y – as well as "Millennium" agents – are increasing being recruited during this paradigm shift in the market place. (See more on the "Changing Face of Real Estate" in my next installment.) For those new to the business, it is the perfect time to get into real estate, not only due to changing demographics, but also due to advances in technology that allows you to create a complete marketing identity from day one. The recent death of an old friend – Marsh Fisher -- spurred my memory on just how much the real estate industry has changed over the past four decades. Fisher was one of the founders of the CENTURY 21 System. Marsh and co-founder Art Bartlett came up with the idea for the CENTURY 21 franchise back in 1972 while brainstorming at a coffee shop in Santa Ana. It was a meeting of the minds that revolutionized the real estate industry. It was some 20 years later when I joined the company, and by then the brand was WELL established. And yes, I wore the original "mustard" colored sports coat that had come to identify the CENTURY 21 brand. One thing for sure, when you wore the jacket, people knew you were a real estate agent. And, in this case, not just any real estate agent: a CENTURY 21 agent.
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6 Ways to Make the Most of Your PR Efforts
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How to Generate More Leads with Social Advertising
Social media is defined as "a website for social networking in which users create online communities to share information, ideas, personal messages and other content." But for marketing purposes, social networking has become much more than status updates and photo albums. Getting a message across to your audience is the main goal of marketing your business. What better place to reach them than on the social channels they use everyday? Social advertising allows real estate professionals to not only connect with clients and prospects, but to also gain exposure to their own family and friends. Jimmy Mackin, named one of the top 100 influential people in real estate for 2013, provides a "how to" on optimizing this valuable tool in his "Generating Leads with Social Advertising" presentation from NAR 2013! We've highlighted the key points for each social network to help you make the most out of advertising on social media. Facebook There's no arguing that Facebook is a heavy hitter in the social advertising world, as 76 percent of its users log-in daily and are spending an average of 8.3 hours a month sharing content with friends and family. This presents real estate professionals with more opportunities to have your ads seen, ultimately building your brand's image by establishing a relationship with your audience. Facebook has come a long way since the introduction of their traditional ads--you know, the ones that are rarely clicked on the right side of the screen. Promoted Posts are far more effective because they are positioned in newsfeeds, where users focus most of their attention. Since promoted posts are mixed in with the content their friends are sharing, users will repeatedly see the advertisement and feel more compelled to share it with their friends.
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How To Use Google's New Keyword Planner [Part 2]
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How To Use Google's New Keyword Planner [Part 1]
Google recently launched their new Keyword Planner, a powerful tool to help you with keyword research for your SEO and PPC campaigns. The Keyword Planner replaces the Keyword Tool, which used to be one of the best tools for keyword research. It is much different than its predecessor because Google has combined the keyword tool and traffic estimator to make it easier to create a search campaign strategy. You can get a solid estimate of how much you will have to spend on your campaign and ideas for keywords that you might want to include in it. You will need an AdWords account to use the tool. That doesn't mean you have to advertise on AdWords to use it, but you will need to sign up for an account. Since this is such a comprehensive tool, I have decided to do a two part series on it. Part 1 will be an introduction to the tool and focus on how you can use this tool to get ideas for keywords and find out how many people are looking for these keywords. In Part 2, I will cover how you can determine your AdWords budget based on this tool and multiply lists to generate powerful keyword ideas. 1) To get started, visit https://adwords.google.com/KeywordPlanner. You will need to be logged in to your AdWords account. 2) You will have one of four options to choose from.
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The Importance of Brand Consistency
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Want to see the future of advertising?
As technology grows, we've seen things such as text codes and 2D barcodes (QR codes) in advertising. Many real estate firms are investing in this type of technology. Be careful: This is not the future! Check out this TED video on the free, augmented reality app AURASMA.
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