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NP Dodge: The Oldest Dog Has New Tricks
After over 100 years serving homeowners, NP Dodge has followed marketing trends in the real estate community as they transform over the decades--from newspaper notices to postcard announcements to online ads. Today, most homebuyers begin their search online, which creates the necessity for digital marketing expertise. Rather than allocating valuable time and marketing budget towards web-based advertising training for busy agents, America's first brokerage has partnered with Adwerx to offer automated digital marketing for agent listings. Picture this: you've just posted a home for sale in your MLS. Rather than painfully constructing online ads by hand and individually contracting with different websites to promote the property, digital elves descend upon your new listing, gather property details, a listing photo, and agent contact information. The sprites then build a beautiful ad displaying this information with broker branding, automatically fielding the ad to potential homebuyers in your area via high-traffic websites like YouTube, The Wall Street Journal, and social media, with ads typically gaining 7000+ views. This is not a dream, this is the reality of the Adwerx integration for broker platforms. Read more about the service that received a standing ovation at its announcement, and constant praise from agents since its initiation: Download the case study now!
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Bright MLS and Homesnap Make Listing Ads on Google, Facebook, Instagram and Waze Ads a Snap
When an agent enters a new listing, what if he or she could instantly create ads to promote it on Facebook, Instagram, Google and even the mobile driving app Waze? If you are one of some 95,000 subscribers to Bright MLS, you now can via its newly announced integration with Homesnap, the public-facing brand of the Broker Public Portal.
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How One Brokerage Gets More Listings and Referrals with Online Branding
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Are you wasting your Lead Generation Dollars? Check out this new end-to-end Lead Conversion system from BoomTown
Lead generation is a critical part of a successful sales process. While many spend thousands on lead gen every year, few have figured out how to maximize the conversion of those leads. We hear horror stories from consumers that tell us it can take as long as three days or more for agents to respond to one of their inquiries. If you want to make sure that every one of your lead generation dollars are maximized, BoomTown has just announced a new service called "Success Assurance" that combines lead generation with lead qualification and lead nurturing. The end result? Brokers can deliver transaction-ready opportunities to their agents to significantly increase their chances of closing more transactions faster. Check out the press release below: BoomTown Announces Two New Solutions: Success Assurance and Marketing Central New solutions will allow clients to enjoy even more ways to fuel their pipelines and ensure no opportunity is left behind CHARLESTON, S.C., July 24, 2019 -- BoomTown, the leading sales and marketing platform for real estate professionals, is excited to announce two new solutions, Success Assurance and Marketing Central self-service advertising. Success Assurance offers the perfect mix of tools and services to handle lead generation, lead qualification, and lead management, serving transaction-ready prospects to agents. Specifically, Success Assurance: Combines BoomTown's CRM technology with RealContact's texting capabilities, and a new calling service Acts as an extension of a real estate team, with an ISA-like concierge responding to new leads 24/7, within 90 seconds Enables agents to work with transaction-ready leads Leads are engaged and nurtured for up to one year from registration Clients can customize scripts, monitor conversations and jump in at any time. "In just ninety days we've already seen 170% ROI," said Joe Garafolo of Waterfront Realty Group. "Knowing someone is reaching out right away is a huge relief and not having to waste time with bogus leads is very important for top-producing agents." BoomTown is also introducing Marketing Central, allowing clients to generate more leads and listing opportunities through a self-serve advertising portal. Marketing Central offers clients the ability to: Build advertising campaigns through channels such as Instagram and Facebook to highlight active listings, promote open houses, and showcase successfully sold properties Create dynamic ads for real estate (DARE) to generate content that a lead would be most interested in Prove value to seller clients by showing how many prospects have viewed a listing "Marketing Central allows brokers to easily leverage ads to generate more listings and increase lead volume, and Success Assurance provides the teams and tools to handle lead generation, initial lead response, qualification, and nurturing for up to one year, maximizing ROI from lead generation efforts", said Grier Allen, CEO & President of BoomTown. "Success is seen by both growing your database and ensuring your leads are responded to quickly and nurtured effectively, so we're excited to support our clients' growth with these powerful new solutions." Learn More. About BoomTown BoomTown exists to make real estate agents successful. 40k+ of the industry's top professionals trust BoomTown to grow their real estate business with easy-to-use technology that creates opportunities and turns them into closings. Capabilities include a customizable real estate website integrated with local MLS data, client success management, a cutting-edge CRM (Customer Relationship Management) system with custom marketing automation, personalized advertising and lead generation services, and a mobile app for agents on the go. BoomTown's service offerings extend far beyond technology with coaching services from peers who have catapulted their growth with the system, lead qualification services to contact, qualify, and nurture leads, and dedicated advisors to offer personalized support at every step from onboarding and training to optimizing your business and planning for strategic growth. Founded in 2006 and headquartered in Charleston, SC, BoomTown has additional offices in Atlanta, GA, San Diego, CA, and San Francisco, CA. For more about BoomTown visit boomtownroi.com.
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Everything You Need to Know About Retargeting
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Create Your Own Mailing Labels in RPR: A How-To Video
One of RPR users' most frequently requested features is now live! REALTORS can now create mailing labels or export owner information from their RPR search results. These ready-to-print mailing labels will give agents another tool in their RPR toolbox for farming, prospecting or direct mail marketing within custom geographies. This "how-to" video will show you, step-by-step, how easy it is to create mailing labels within RPR. And there's no need to take notes, just click on this handy Quick Start Guide for detailed, written instructions and visuals.
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How to Work with Facebook's Changes to Target Options for Real Estate Ads
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Tapping the Zillow Gap: Competing on Consumer Experience
Ah, Zillow. The real estate portal we all know and love? It's no secret that many homebuyers leverage the "Z word" to begin their initial stages of the homebuying process. Due to the popularity of Zillow with homebuyers, many brokerages and agents alike feel they must be committing a dedicated monthly budget to the platform out of a perceived fear of missing out on a potentially limitless stream of leads. Many real estate professionals also feel there is an unspoken expectation they need to be present on the search portal to truly compete with those who are also on Zillow.
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Facebook Ad Changes for Real Estate: What Agents and Brokers Need to Know
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Is It Time to Modernize YOUR Brand?
Let's face it: many of the most well-respected companies in real estate have not spent a lot of time on their logo in a LONG TIME! The industry is besieged with new players with huge marketing budgets and very contemporary branding. While a logo is not everything, it can certainly set the tone and tell others you're evolving and that your brand is still relevant today. Let's look at a few great examples of brand/logo overhauls:
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Old School Is... New School?
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Facebook Audience Targeting for Real Estate
Facebook is one of the most effective social media platforms for real estate advertising, but that doesn't mean that success with Facebook advertising is automatic. Just as with any form of real estate marketing, it's critically important to make sure that you're targeting the right audience with the right ad at the right time. The good news is that Facebook provides a ton of tools to help make sure that your advertising is reaching the right audience, as long as you know how to use them. We recently went over how to generate leads using your Facebook business page. Today, we're going to break that down even further with a guide to Facebook targeting for real estate agents.
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How Subsidizing Agent Ads Will Boost Your Brokerage Biz
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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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Last-minute Ad Blitz for Open House Nets 200+ Leads
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A Real Estate Broker's Guide to PPC
Wouldn't it be nice to pay for your online advertising only when someone clicks on it? That's the basic concept behind pay-per-click (PPC) advertising, which is an effective but sometimes misunderstood marketing tool for real estate brokers. PPC is an excellent tool for earning clicks on agent websites or targeted landing pages, but success isn't automatic. Start developing your PPC strategy today with our step-by-step guide to PPC advertising for real estate brokers.
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'Float like a Butterfly, Sting like a Bee': The Power of a Good Brand
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Chicago Brokerage's Digital Ad Pilot Increases Brand Exposure 1000%
RE/MAX does it. Windermere Real Estate does it. Alain Pinel Realtors, HUNT Real Estate ERA, and William Raveis Real Estate all do it—and more brokerages are signing up every day. We're talking about automated digital listing ads. Companies who leverage these ads are seeing up to a 400 percent increase in their digital exposure, more satisfied seller clients, and increased agent loyalty. But before automated listing ads became the marketing tool du jour, it all started with one brokerage—tech-forward, Chicago-based @properties. Their pilot program with Adwerx—an award-winning digital advertising platform—netted impressive results, and influenced the creation of Adwerx's broker-focused product, Adwerx Enterprise. The Beginning In February of 2017, Adwerx and @properties launched a pilot program that automatically generated digital ads from @properties' MLS listing data. Each listing received a single week of advertising, with the option for agents to purchase an extension of the campaign. Ads were created automatically, with no input needed from agents, though agents were able to edit their ads if they wished. In addition to automated ad creation, sellers were also automatically notified when an ad was generated for their home and sent regular reports on the ad's performance. This increased seller satisfaction and highlighted the marketing savvy of the firm and listing agent. The ads were targeted only to likely buyers and sellers, increasing their efficacy and cost-effectiveness. The Results Within eight months, Adwerx's pilot program with @properties had delivered 47 million impressions and 144,000 ad clicks. What's more, a survey of @properties associates found that: 94 percent of seller clients were satisfied 81 percent of agents felt greater brokerage loyalty 94 percent of agents believed they would win more listings 81 percent of agents expected increases in referrals The Adwerx Enterprise pilot program resulted in huge brand exposure for @properties. The firm's agents loved the program so much that many of them were extending their listings campaigns, resulting in a "halo effect" that more than doubled the brokerage's brand impressions—all the result of a sophisticated automated process. For a better idea of the impact that the halo effect can have on your brand's exposure, check out the illustration below. As you can see, automated listing ads can increase your online reach by 400 percent. When agents purchase additional advertising, your brokerage's impressions increase by a whopping 1000 percent. For further details on the success of @properties' pilot program with Adwerx, download this case study. To learn how automated digital ads can benefit your brokerage, visit enterprise.adwerx.com.    
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How Do the Top 20 Sites Manage Digital Search Advertising?
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In the Game of Online Advertising, Real Estate Teams Have the Upper Hand
Collective expertise and bigger budgets are only the beginning. The number of real estate teams continue to swell across the industry, attracting multiple all-stars and, in many cases, evolving into quasi-brokerages. Up-and-coming top producers can flourish in the team environment because of easier access to experienced industry guidance and a "place at the table" when it comes to technology, marketing, and business decisions. Teams also give new agents a sense of belonging, which the independent contractor nature of real estate rarely provides when fresh out of licensing school. "Here's a desk, phone, and a few names. Good luck."
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Discover the Next Big Thing in Real Estate Advertising!
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Brand Refresh Creates Big Opportunities for Century 21
I will always vividly remember riding to a meeting with a large broker in Marin County, Calif. back in 2002-ish. We were discussing the brutal competition among brokers in Marin County. At the time, Keller Williams did not have much of a presence in San Francisco or Marin. I wondered why Keller Williams had failed to grow as they had in other markets. Moreover, Century 21 was conspicuously missing from the market altogether. Coldwell Banker was huge, along with Pacific Union. A bunch of independent brands like Frank Howard Allen and Melissa Bradley Real Estate were performing well in upper Marin. Decker Bullock held their own with the large firms in southern Marin. The answer to my question about Century 21 was profound: "No self-respecting agent in Marin County would ever walk around in a gold blazer." In that short sentence, this broker captured everything that challenged the Century 21 brand. Even Tiger Woods could not pull it off.
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SEO vs. PPC: Which is best for you?
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Understanding the Costs of Social Media Advertising
Accruing annual expenses such as MLS dues, local/state association fees, and license renewals is an expected part of being in the real estate business. In addition to those costs, you showcase your listings on search portals like Homes.com to generate more quality leads. Every dollar you spend on your business is to reach more leads, listings, and clients. Social media is a great way to meet new clients, and its advertising power will continue to rise, so why not create a social media ad budget that will ensure the growth your real estate business? However, before simply spending ad dollars on social media, you need to understand the costs associated with advertising on these platforms.
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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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