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5 Branding Secrets Every Real Estate Pro Should Know
Big companies have massive budgets to fuel their brands. Why would major corporations be spending money on branding--doesn't everyone already know who they are? They advertise because they know that effective branding is the key to their success. In a 2019 study from Interbrand, Apple, Google and Amazon were named the three best global brands. These three companies alone spend more than $8 BILLION each year to make sure each of us will consider their products when we're on the hunt for an answer, a new laptop, or literally anything you could ever want to buy, from a Nintendo Switch to tonight's dinner. The truth is, you probably encounter these brands every single day. Sometimes it happens without even recognizing it. Amazon knows they need to be the first thing you think about when you're ready to make a purchase. Google has dominated online search so completely that "googling" something has a permanent spot in the lexicon. And Apple? They've turned their brand into a status symbol, something consumers crave. Sure, with a massive budget at their fingertips, big brands have access to data and sophisticated advertising techniques that may seem out of reach to the average real estate agent. However, as we'll discover in this post, anyone can achieve similar results on a localized scale in a very affordable way. Want to run with the big dogs when it comes to your branding? Well you're in luck! Here we reveal the five key secrets to successful brand advertising.
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Win More Listing Appointments with Facebook Ads
Most agents view Facebook advertisements as an effective lead generation tool. And why wouldn't they? Not only is Facebook a cost-effective advertising platform, especially in comparison to online real estate marketplaces, it's also where American consumers spend the vast majority of their leisure time. Just look at these statistics:
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4 Essentials of Branding For Real Estate Agents
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The One Thing You're Not Doing to Boost the Performance of Your Google Ads
Advertising on Google is a no-brainer for agents. It's the most-widely used search engine in the nation and offers multiple ad placement opportunities. In a world where 95% of consumers use the internet during their home search, Google is the place to be and be seen. Just like any platform, when you advertise on Google Search, you need to make sure you're maximizing all opportunities and ensuring your budget is being well-spent. The problem is that the Google Ads management platform has become so complex that it's easy to miss a setting here and there while you're toying with bidding, keyword targeting and ad copy.
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The Ultimate Guide to Facebook Lead Ads for Realtors
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Are Your Listing Photos Costing You Leads?
NAR reports that, in 2019, a whopping 93% of home buyers and sellers turned to the internet to help with their home search. With so many potential prospects looking at your listings and digital ads, there's no room for error in how you present properties. Above all else, consumers are taking a critical eye to each property photo. Buyers are determining whether your listing is worth their next step, while sellers are assessing your marketing abilities based on how you present your active listings and how attractive your listing ads are.
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How to Make a Flyer in Google Slides
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How to Run Instagram Ads for Your Real Estate Business
Promoting your real estate business on social media is a solid part of online marketing campaigns. The abundance of platforms, however, creates a paradox of choice for real estate professionals. They often have to spend a lot of money advertising on various social media until they can find the most efficient one. Despite the fact that, ultimately, there are no perfect options, Facebook and Instagram are viable choices since they have a huge amount of ad features and a great audience. In this guide, we will take a look at how we can run Instagram ads for real estate. But first, let's talk about why we should post ads on Instagram.
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Waze Is the Hottest Trend in Real Estate Marketing. Here's Why
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It's Not About Luck: 6 Ways to Maximize Leads and Entice Buyers
"Luck is when preparation meets opportunity." The above quote, credited to Roman philosopher Seneca the Younger, posits that the most successful among us are responsible for making their own luck, not biding their time waiting upon some indeterminate stroke of good fortune or unexpected twist of fate. When it comes to success in real estate, we tend to agree. High-performing agents are no more lucky than their peers. Rather, in knowing the right tools and data to put to use, they prospect more effectively, get more eyeballs on their listings, entice buyers, and maximize leads. In other words, they're preparing. Then getting "lucky." So, it stands to reason: If you know what avenues to take, what tricks can put you ahead of your competitors, and what tech can help you work more efficiently, you can tap into the same knowledge and tactics that high-performing agents use—no luck required.
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Ad Science: Ads with Faces Eleven Times More Likely to Get Noticed
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Friday Freebie: Guide to Creating Targeted Mailing Lists and Campaigns
Right around the time quarantine started, we launched a Friday Freebie series focused on using technology-powered direct mail to stay in touch with your sphere. RE Technology readers were able to claim 150 free 'Just Listed' and 'Just Sold' postcards, a free COVID-19 postcard, and download six free reports. While we hope those samples demonstrated the power of direct mail, perhaps some of you were left wondering who to target with those mailings. That's why today, we're highlighting a free guide that will bring it all together by helping you understand how to create targeted mailing lists. Free Guide to Real Estate Mailing Lists, courtesy of ProspectsPLUS! The "spray and pray" approach to direct mail hasn't been a valid strategy since… well, maybe ever. Datedness aside, sending out mailings with little thought of what you're sending and to whom is a great way to burn through your marketing budget with little return. This free guide to real estate mailing lists will help you identify your target market and launch successful direct mail campaigns. It offers a peek at the types of targeted mailing lists you can build with ProspectsPLUS! and the ideal content you can send to each demographic. The guide provides information on targeting groups like: Baby Boomers Empty Nesters Investors Lifestyle Interests High-Income Renters Move-Up Markets And more! And if you're wondering which groups are most prevalent in your area, don't worry—this guide has you covered! The guide offers a breakdown of how many consumers match the target groups above in the major metros in every state. (Miami, for example, has 32,171 high-income renters while Atlanta has 163,026 Baby Boomer and seniors.) Ready to check it out? Download your Real Estate Mailing List Guide for FREE now!
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How to Use Virtual Selling on Social Media to Get Clients to Chase You (Instead of You Chasing Them)
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Jump into Digital Marketing Right Now to Fill that Buyer Funnel
As agents prepare to safely get back to business, BOOST from Property Panorama may be the best option to maximize efficiency, quality, conversion, and price When you think of Property Panorama, you think of virtual tours. This company has created more virtual tours for real estate properties than any other company for more than a decade. Their secret sauce is the relationship with multiple listing services, whereby every new or updated listing is automatically (or automagically) converted into a virtual tour and emailed to the agent. Agents pay small fees if they want fancier tours, but otherwise there is no fee to the agent.
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Friday Freebie: Download a COVID-19 Postcard and Reach Out to Your Sphere
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There's No Spam Filter in the Mailbox!
Here's a quotable quote for you: "There's no spam filter in the mailbox." Statistics say that 97% of homeowners go to their mailbox EVERY DAY! While online marketing is a very effective tool, direct mail is a somewhat lost art these days that can be used to help you dominate your market! We spoke with Jim Studebaker and Todd Robertson from ProspectsPLUS! during a Coffee Chat on Wednesday, and they shared some great insights about the best ways to put direct mail to use. Here are three key takeaways: 1. Consistency is key With direct mail and any ongoing marketing effort, consistency is key. It's better to use your budget to target a smaller number of homeowners and potential buyers more often than trying to spray your message out too far to too many neighborhoods. 2. Relevance is critical: Sensitivity is really important, especially right now Gone are the days where you can send out a football schedule or a generic message and make it meaningful. For the COVID-19 era, messages have to be sensitive and timely. ProspectsPlus.com has built a series of virus-appropriate postcards with gentle humor, comfort food, market updates and other timely messages. 3. Direct mail CAN be used to target your messages to specific audiences Today, it's possible to target direct mail messaging based on ownership stage, net worth, type of property interests (e.g. golf communities) and a whole lot more. Gone are the days where every household you're targeting needs to get the same generic message. If you would like to learn about ways to send a simple campaign just for your current database, or if you would like to learn how to become a market dominator with exclusive campaigns in a zip code, direct mail can help you achieve these goals. Watch the video to learn about the power of direct mail here: FREE Book Offer Become a Listing Legend is free for DOWNLOAD here. If you would like to learn more about ProspectsPlus.com, click here. Don't Miss These Upcoming Coffee Chats! Thursday, May 7 Become the GO TO Agent in Your Neighborhood: Learn about a simple, effective, affordable and automated way to be the most consistent and effective virtual marketer you can be! with Albert Clark of Homeactions Friday, May 8 Your MLS System: The Ultimate Prospecting and Lead Generation Machine with Brian Tepfer, Executive VP and CTO, Rapattoni Monday, May 11 Learn How to Win New Listings During Covid-19 by Delivering a List of Qualified Buyers with Charles Williams, CEO/Founder of Buyside Tuesday, May 12 Look No Further than Your Local MLS to Generate a Ton of Business FREE! with Amy Gorce, Principal Business Development of CoreLogic Wednesday, May 13 Learn How to Become a Social Media Expert Without Doing All the Work! with Michael Glazer and Michael Tomasetti of BackatYou Media If you would like us to sign you up for all upcoming coffee chats, email [email protected] and he will get you signed up. If you would like to get notifications every time a Coffee Chat recording is published, subscribe to our YouTube channel, RETechnologyInc. Then hit the bell next to the Subscribe button and receive notifications every time we publish new educational videos. Get Recordings of All Coffee Chats If you would like to binge watch all of the Coffee Chat recordings, click here. If you would like a FREE 3-month trial of RE Technology, go to retechnology.com, click Create Account and then use one of these coupon codes: COVID-19A COVID-19B COVID-19M
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What's the ONE Digital Marketing Strategy You Should Try in These Uncertain Times?
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Use RPR to Pinpoint Your Direct Mail Campaign Targets
In an effort to help REALTORS make the most of their current "work from home" situations, we're covering a how-to series that strives to answer the question, "How can I use RPR right now to meet the needs of my clients and generate new prospects?" In this article, we're specifically looking at generating a mailing list for your next direct mail campaign. Along the way, you'll have some decisions to make, such as:
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Friday Freebie: Targeted Mailing List to Jumpstart Your Print Campaigns
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Direct Mail During a Pandemic: Here's What You Need to Know
Timing is essential, even more so now than ever before. As we observe the landscape around us change, it's hard to know exactly what to do. Should we continue to advertise and promote our brands? Do we stop everything and re-evaluate? Do we shift our messaging to be relevant with the times? If there was a clear roadmap of how to navigate things during this time, what would it tell us? Well, it would hopefully tell us to stay in touch with our sphere of influence. Being there for the people who matter the most and offering help during these trying times is essential, and it all begins with a strong mailing list that is consistently updated. People are at staying home, just waiting for some sort of entertainment. For many homeowners, getting the mail is the highlight of their day and this is one of the best times to be sending direct mail. It offers a higher response rate than all digital channels combined, according to the Direct Marketing Association (DMA). And, although it typically costs more to market via direct mail, the ROI is astounding: 11.54 percent on average, according to the DMA. Although email inboxes are cluttered with appeals from businesses, and most aren't opened, let alone read, our snail mail boxes have become refreshingly clean of "junk mail." As well, Americans are far more tolerant of the advertising they receive in their home mailbox. Direct mail marketing continues to experience a renaissance or, as legendary copywriter Robert W. Bly calls it, "The Direct Mail Revolution." Real estate farming and direct mail go hand-in-hand, but the success of a campaign rests on the quality of the mailing list. Here's what you should do first: Determine your target audience A quality mailing list targets people who are most likely to be responsive to what you're offering. A strategically targeted mailing list is what's needed. For real estate agents, the first step in determining your target audience is easy: they will be either homeowners or renters. Do you want to list or sell? Next, you'll need to niche down into your chosen group. For instance, do you want to target landlords or owners who occupy the home? Is there a certain price range in which you prefer to work? If you'll target tenants, you may want to narrow down the audience by income but you'll definitely want to choose tenants within the average real estate consumer age range. You'll waste money mailing your marketing pieces to a community filled with college students. By the way, listing agents will want to use the average homeowner tenure in their farm area as one segmentation point. For instance, the average homeowner in Hartford, Connecticut stays put for 12.52 years, according to Jessica Guerin at HousingWire.com. Tenures vary across the country, so check your MLS tax records to try to get a handle on how long homeowners stay in their homes in your farm area. Once you've determined who you will target in a real estate direct mail campaign, keep that group's characteristics top of mind. Christina Newberry at Hootsuite suggests creating a target market statement to serve as a reminder. We've tweaked hers to make it more applicable to the listing agent: Our target market includes Happy Knolls subdivision owner-occupants, with homes valued in excess of $300,000 and who purchased their home before 2013. Now that you know who you are targeting, compiling a mailing list will be a lot easier and your results will be vastly more valuable. Just remember to stay in touch and be gentle with your marketing during times of distress. It should be all about helping and educating and less about selling and prospecting.
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Analysis: Agents Should Double Down on Facebook and Instagram Ads as Advertising Costs Drop
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So You Want to Generate Leads...
Over the past few weeks, we've written about the various marketing strategies and tools you can use to promote your real estate business. We've discussed turning millennial consumers into repeat customers. We've shared under the radar tactics for driving foot traffic to your open houses. We've even chronicled the best practices for boosting your online presence and reputation. But, we get it... ...nothing is as important as those leads.
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Friday Freebie: Get 150 'Just Listed' and 'Just Sold' Postcards
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3 Steps to Attract Millennial Homebuyers on Instagram
Young and first-time homebuyers are an increasingly relevant demographic. Not only are they an exciting new revenue stream, comprising 36 percent (and counting) of all homebuyers, but they're also a recurring one: Millennials move about once every two years, a rate three times more frequent than baby boomers, their parent's generation.
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Friday Freebie: Guide to Crushing It with Direct Response Marketing
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Drive More Foot Traffic to Your Open House
Picture this: You're hosting an open house at a home that's a little out of the way--the sellers live in a cul-de-sac that takes a few confusing turns to get to. Yes, you've done your traditional open house marketing and you've put up road signs on every curb nearby, but still, you're worried people aren't going to find it or simply won't bother navigating a tangle of unfamiliar roads. And in large part, your concerns are well-founded. While you may get some fresh faces in the door, a house's secluded location can often prove a deterrent for prospective attendees.
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Targeted Mailing Lists or Every Door Direct Mail
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NAR Launches a New TV Ad Campaign
What's a Realtor? That's a question if you asked most consumers, they would likely incorrectly respond that a Realtor is a real estate agent or broker. The National Association of REALTORS (NAR) is working to change that. Last year, the NAR launched its first series of TV spots built around the core message, "That's Who We R," as part of its national branding campaign. Today, the NAR announced its newest series of new TV ads that ask consumers to "Look for the R." The new spots were developed by global ad agency Havas Chicago, one of the world's largest. The new core message is "Look for the R" and "calls upon consumers to turn to the iconic 'R' trademark as a beacon of integrity and clarity in real estate," according to an NAR news release. The new NAR branding campaign includes three different "Look for the R" TV spots, including 15- and 30-second versions entitled "First Real Home, "Raise the Bar," and "Resource." The NAR will leverage these new spots throughout other video media touchpoints, including online video, streaming and terrestrial audio, social media, and branded content partnerships. The NAR also is making new content available, as it did with the first series, available for its members to leverage locally through social media, digital display, print ads, merchandise, and more. The five "Look for the R" TV spots include "First Real Home," "Raise the Bar," and "Resource." Below are links to each commercial: First Real Home :30 – https://youtu.be/Igocnpk6jtc First Real Home :15 – https://youtu.be/_5BSR7FkK6c Raise the Bar :30 – https://youtu.be/6_80L6GjJbQ Raise the Bar :15 – https://youtu.be/MgXt-P0bSNQ Resource – https://youtu.be/wMULyFuaDi4 The NAR now has more than 1.4 million members, making the ability to leverage this new campaign by providing resources for Facebook, in particular, remarkably powerful. The WAV Group would love to hear your feedback on this new campaign, and we welcome your comments. View the full press release here. To view the original article, visit the WAV Group blog.
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2 Secrets to More Lead Conversions, Straight from a Top Team's Playbook
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[Best of 2019] Friday Freebie: Downloadable Report for Home Buyers and Sellers
We're continuing an annual tradition of counting down our top 10 articles of the year. The following article was originally published in September and is #7 in our countdown. See #8 here. If you've heard us say it once, you've heard us say it a thousand times: quality content is one of the most effective ways to reach buyer and seller leads. But rather than putting you through the rigmarole of creating your own content, today we're going to introduce you to a top-notch source of professionally created real estate reports. And, bonus, RE Technology readers get to download the report of their choice for free. Read on to find out how to claim your free report today. Free lead generating report, courtesy of ProspectsPLUS! Before we get started, here's a friendly reminder that today's offer is the fourth in a series of Friday Freebies that we're producing with ProspectsPLUS! Check out these links to claim more free real estate content, like a property flyer, 100 postcards, and a gift certificate for creating a new account. Today's offer is a free real estate report professionally designed to generate buyer and seller leads. How? By providing information that is valuable to real estate consumers. Choose your favorite from 60 reports like: 5 Powerful Ways to Build Equity in Your Home Common Mortgage Missteps Home Staging Checklist Six Tips for Selling in a Shifting Market What Every FSBO Should Know And more! Each report is customizable and prominently features your name, contact information, and even your headshot and logo. Your report is delivered digitally as a PDF that you can download and share online, print yourself, or at a local print shop. ProspectsPLUS! offers reports for a wide variety of real estate leads: current homeowners, cash buyers, FSBOs, and more. Ready to start warming up new real estate leads in your market? Claim your FREE report here (use promo code FREEREPORT at checkout)!
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5 Reasons Every Real Estate Professional Needs to Be Advertising on Facebook
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From New Listings to Referrals: The Marketing Secret that Helps this Realtor Win Every Time
If you're like most Realtors, you probably already have a plan in place for marketing your listings. But how well are you able to communicate that marketing plan to potential seller clients--especially if that plan includes digital strategies that may be confusing to homeowners? Randy Durham has it all figured out. A practicing Realtor since 1994, Chattanooga-based Durham uses realtor.com Local Expert to market both specific listings and his brand. The tool employs ad retargeting technology to display his listing and branding ads to real estate consumers as they browse around the web. But how does he explain that to sellers during his listing presentations to help them understand how it will benefit the sale of their home? We sat down with Durham to find out. Read on to learn how he talks about Local Expert in his listing presentations, and how the program also helps connect him to buyers and past clients. How persistent is your brand on national websites? When consumers search a particular city or zip code on realtor.com®, I'm always there and present with either a listing or information about me. Even if they go from page to page, I'm still there with them so I stay top of mind. I've been pre-introduced. Someone buying a home will be familiar with you before they make contact. Does this help you with home sellers? When I'm on a listing presentation, I'm able to show that they're going to be in at least 50% of the searches for a buyer in their area looking for a home. That home will follow that person around as they're looking within the specific area where that seller is. So I'm showing the seller that they're going to get exposure continuously. How do you let prospective sellers know you have this advantage? You can use this in neighborhood campaigns or in specific targeting listing promotions as far as trying to solicit for listings. This is particularly effective with expired listings. You're showing them you have a way that other agents typically would not have to get additional exposure for their home. It's very powerful for expireds because they've already been-there-done-that—but now many are looking for new things that can happen to actually get their property sold. What are the longer-term benefits of being persistent with your brand? You've got to have consistent impressions of yourself out there for the public to see. Research shows it takes eight to 10 impressions of some sort of marketing to actually get a buyer's attention and recognize who you are and have recall ability. You want to continuously have your name out there, particularly in targeted areas. You want to be the agent that owns that area. It works to get yourself top of mind with your past clients as well as new clients. I just really took on the Chattanooga market with this branding. I just think that it's going to have a powerful impact. This is one of those things you've got to be in it for the long haul. You can't go out there in one month and say, "Okay how many transactions did I get?" But this has some power to it, and I'm quite impressed with it. Does this work into your repeat and referral business plan? A home seller generally starts their search on the internet. Even if there are past clients, they don't always usually pick up the phone and call me first. They're out there looking to see what's available or what's sold in their neighborhood if they are a seller. If you're there with a branding product like realtor.com® Local Expert in those searches in their neighborhoods, when they see you they say, "Yeah, that's the guy that sold me my house—that's who we need to call."
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Friday Freebie: Download This Monthly Marketing Kit Sample
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Facebook Makes Changes to Buying Ads for Housing, Credit and Employment
Facebook is currently the largest social media website in the world, boasting 2.32 billion monthly users. It's safe to say that practically every social media user is on Facebook. Its popularity makes it an excellent place to advertise your real estate brand and business. What many real estate pros don't know is that merely creating a Facebook business page and placing an occasional Facebook ad is rarely enough. We understand the social media landscape is in constant evolution, and companies like Facebook make changes to their policies and procedures regularly. Understanding how these changes impact your marketing strategy—and more importantly, how to adapt to these changes to achieve success—is crucial. To help you understand what was changed and how they impact your business, we've created this concise guide with everything you need to know.
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Friday Freebie: 100 Door Hangers Shipped to You
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Friday Freebie: Downloadable Report for Home Buyers and Sellers
If you've heard us say it once, you've heard us say it a thousand times: quality content is one of the most effective ways to reach buyer and seller leads. But rather than putting you through the rigmarole of creating your own content, today we're going to introduce you to a top-notch source of professionally created real estate reports. And, bonus, RE Technology readers get to download the report of their choice for free. Read on to find out how to claim your free report today. Free lead generating report, courtesy of ProspectsPLUS! Before we get started, here's a friendly reminder that today's offer is the fourth in a series of Friday Freebies that we're producing with ProspectsPLUS! Check out these links to claim more free real estate content, like a property flyer, 100 postcards, and a gift certificate for creating a new account. Today's offer is a free real estate report professionally designed to generate buyer and seller leads. How? By providing information that is valuable to real estate consumers. Choose your favorite from 60 reports like: 5 Powerful Ways to Build Equity in Your Home Common Mortgage Missteps Home Staging Checklist Six Tips for Selling in a Shifting Market What Every FSBO Should Know And more! Each report is customizable and prominently features your name, contact information, and even your headshot and logo. Your report is delivered digitally as a PDF that you can download and share online, print yourself, or at a local print shop. ProspectsPLUS! offers reports for a wide variety of real estate leads: current homeowners, cash buyers, FSBOs, and more. Ready to start warming up new real estate leads in your market? Claim your FREE report here (use promo code FREEREPORT at checkout)!
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Friday Freebie: Property Flyer to Download and Print
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Market Dominant Yet Still Marketing: One Agent's Secrets to Success
If we've said it once, we've said it a thousand times: the biggest ingredient for marketing success is consistency. That's the secret to Realtor Rosemary Allison's success as well. The luxury real estate veteran of 40+ years still diligently markets her brand across her market area. In this interview, she shares the online and offline methods she uses to become one of the most recognized names in her local real estate market. Your brand, your name and your image is associated with real estate all over Ventura County. Tell us what this does for you. I think it's very important to my success. I spend a lot of money to make sure that people know who I am. But at the point when they're thinking about who they're going to call for real estate, I think it's real important that they remember to call me. I believe that they go to the name that they recognize. Of course it is in support of the most important branding I have going, which is having good client relations. I make sure they're happy with my services because most of my business, honestly, is referrals. One thing I'm proud of is that at this point I've been selling real estate full-time since 1975. I am now selling the children of previous clients their homes. That's really neat to me. The fact that the parents are recommending me to their children really says that they did know that I gave them the best service and that they could trust me to handle their real estate needs. The branding reinforces these bonds and reminds them I am still serving the community. How are you directing your marketing to reach the consumers you will be most successful with? What I try to do is target market towards the buyers of the homes that I'm selling—the luxury market. I have a kiosk outside Nordstrom's, and advertise in Homes and Land, Society Magazine, and Westlake Magazine. Then, of course, I've got realtor.com, which is branding for a precise community. When you specialize in an area, you pay the money to get those additional imprints. You're getting attention from the potential buyers and sellers for your area. I find that realtor.com not only is a wonderful website, but it's one that brands you very well when you specialize like I do. I focus on an area of Ventura County, Calif. The mall kiosk is almost industrial branding, but it's not something that's specifically targeting real estate prospects. It's not going to give you return, which realtor.com can. When we have someone going to realtor.com, they're most likely either looking to sell a home (they want to see what the homes in their neighborhood are selling for), or they're interested in buying in a particular area. Are you able to track the success of your branding on realtor.com? Honestly one of the great things about realtor.com is that I see inquiries in my contact base. I can see people that are asking about properties and asking me questions. It's very easy to track, because with the realtor.com dashboard, you can see activity. I utilize that not only for potential buyers, but I think it's also a great tool to show sellers the tracking of the imprints of people interested in their home who have clicked or viewed their home. How are you using this on the seller / listing side? I now have the Local Expert city tool and I am so excited! I just did my ads and I'm really looking forward to seeing what I can do with it. Basically, on a listing presentation, I can tell my clients their home will be featured first and it will not go down the scoreboard on realtor.com because I've paid for the Local Expert ad. You said that your primary business is referrals – has this had an impact on repeat business and referrals? People you know three, five years down the line. I got a call recently from someone from decades ago when I sold them their home. Although I hadn't spoken to them, they had seen the other branding I do and when they looked at properties online, they saw my picture pop up. Of course they said they were going to call, but reminding them to do so and making it easy to contact me helped make sure they did.
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5 Real Estate Retargeting Tips for Local Marketing
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Friday Freebie: $25 Gift Card to ProspectsPLUS.com
We're going to slide you into the weekend with one of our most low-effort Friday Freebies ever. It's one of the most rewarding, too: Get a free $25 digital gift card simply for creating an account, then instantly use it to buy professionally created marketing materials for your real estate business. Sounds too good to be true, right? It's not, and it's only the beginning. Starting today, RE Technology and ProspectsPLUS! are teaming up to offer a series of Friday Freebies that features a wealth of real estate marketing collateral. So create your account, collect your reward, and stay tuned for a host of exciting offers over the next two months. If "Where do I sign up?" is the next thing on your mind, read on to learn more. Free $25 Gift Card, courtesy of ProspectsPLUS! Like we said, this is a very easy Friday Freebie. All you have to do is: Create an account Get a $25 gift certificate via email Naturally, your next question probably is, "What can I spend that $25 on?" Well, ProspectsPLUS! is a "web-to-print platform" that lets real estate professionals create, ship, and track print marketing materials. Here's a sampling of what they offer: Postcards Flyers Door hangers Specialized marketing kits for FSBOs, expired listings, and more Downloadable reports Brochures Newsletters And more! We'll be offering Friday Freebies on some of the above items over the next few months. So get ready to dive in: Create an account and get your FREE $25 gift card today!
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Facebook Ad Campaigns: 5 Common Mistakes You Don't Want to Make
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Everything You Need to Know About Retargeting
Let's talk digital marketing strategy, and more importantly, why your business should have one. Whether you're a savvy digital user or you identify as technologically challenged, it's always helpful to think about how to allocate your advertising budget and reach your target audience online. If you're new to the world of digital marketing or want to use your marketing dollars more efficiently, the first thing you should think about is retargeting. When implemented properly, it is a foundational piece of any marketing plan.
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Building Your Brand and Referral Business with Ad Retargeting
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7 Tips for Using Facebook Ads in Your Real Estate Business
Paid advertising can go a long way towards generating business and growing your customer base. Done right, Facebook ads can generate near-immediate traffic and interest in your listings. Still, many real estate agents face some confusion about the best way to leverage them. Use these seven tips to help grow your real estate business using Facebook advertising.
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The Facebook for $1/Day Strategy
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How to Work Your Way into the Plans of Potential Sellers
In this interview, Jesse Zagorsky of Z-Team Real Estate in San Diego shares the branding secrets that win his team more seller leads. Let's dive in: You implemented a branding component as another dimension to your online advertising. How does branding fit in or add value to your direct marketing? The branding portion is all about repetition and top-of-mind consciousness. But it's not just about them seeing your brand. I actually love combining branding with any sort of online outreach. The branding just supercharges all of your other marketing efforts including all the lead generation you do. When a consumer has an inquiry about a specific property—and if they get connected with you—that's just the start of it. When that consumer continues to research, it triggers something in their memory because they've already been seeing your branding. It's one of the things I love about the Local Expert product. The consumer is shopping on realtor.com and they're looking at houses. When they're searching in one specific area and you're the "Local Expert" in that area, they're seeing your face and branding over and over again, which is how you create that top of mind consciousness. Lets talk about the local part of this. Are you trying to reach a specific group or your whole county? If my goal is to put my brand in front of every person in San Diego County, that'd be unrealistic. Typically most agents—including myself—start to niche down, whether you're picking a geographic area or a type of market segment you're going to work with. With generalized broad brush branding, it's hard to really track return on investment because some of it is going to people that you know aren't thinking of moving. In fact, you're not even registering on their radar at times with old school direct mail postcards and things like that. Whereas with digital, if someone is actually ready to make a move, they typically go online first. They start in the research phase just browsing at houses. In the beginning, they might not be that focused. But when they get closer to that transactional phase, that's typically when I find that the majority of the clients are looking on sites like realtor.com. So when they are looking there, that's when I want my branding to definitely be in front of them. That's where I want a heavy amount of repetition because that's going to get me the biggest bang for my buck in terms of return on investment. We noticed you connect your branding to your customer recommendations. How does this benefit you? The branding is that that really important piece to get you and to get your reviews in front of people. This is really to establish credibility in the eyes of the consumer. This hasn't changed in the last 30 years. People do business with people that they know, people that they like and people that they trust. When they send in an inquiry, they may not even know that they're getting in contact with you. Other times, they may be specifically reaching out to you because they've seen you over and over again. The trust also somewhat comes from repetition, but that's where these reviews are so important. They establish credibility. In our current society, people don't even buy a pack of gum without reading reviews. It's just social proof—the third party validation has become the most important currency in terms of establishing credibility and having someone trust you. It's really one of the most important pieces of branding. Since you manage to get the attention of home shoppers, can you use that when doing a listing presentation? The branding piece is probably more important on the listing side than working with buyers. It is important and buyers will Google you—they'll look at reviews on realtor.com. Buyers do research, but sellers do even more. I feel like really vet and check out the agent that they're going to work with. On the listing presentation, when in front of a seller, I present with, "You probably have already researched me, but in case you haven't seen it, let me show you that we are on the number one search portal online, realtor.com. We are a featured Local Expert, which is going to drive more buyers to want to be in contact with us." This is really what they're looking for to sell their house—reaching more buyers These tools allow me to establish credibility. For a seller, it's so important. I find more and more sellers these days are looking for credible local experts—people with really detailed local market knowledge. Do you actively market these services when prospecting for listings? From a marketing standpoint, in order to "sell your home for the highest possible price," sellers intuitively know they need the maximum exposure. They need the most amount of eyeballs on their house by being able to feature their property in a prominent spot. When someone is searching for local homes in an area on realtor.com, you can make their listings stand out at the top of the list and be prominently featured. This is something you can drive to in a marketing piece. I have a few different lists of neighborhoods of people who are potential sellers and I run ads to reach them. Even from direct mail, you could drive it via a piece with a unique selling proposition. "Look, we will feature your home in a top position on realtor.com, which is going to get you more buyers. More eyeballs equals a higher sales price—give me a buzz so I can tell you how we do this." It seems you have this well integrated. Does having this buttoned up help you with recruiting and retention? Anything you can do that differentiates from your competition is always a valuable recruitment tool or retention tool. You need to be seen as credible to the agents on your team who are thinking of joining, or if they're going to stick around, they have to believe that you have credibility. Being the featured local expert in your town definitely helps establish credibility and is a great retention tool.    
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12 Tips for Gaining Client Attention with Google Ads
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4 Tips to Create an Effective Facebook Ad Strategy
Creating the best ad strategy for your business is a delicate balancing act between maximizing success and staying within the advertising budget you can afford. That's what agents Garry Creath and Chris Scott did to maximize their usage of Facebook Ads to benefit their business. Garry, a cofounder of Paperless Agent and Chris, a marketing expert for Paperless Agent, hosted our last 'Secrets' webinar and shared how they were able to create a successful business utilizing an effective ad strategy with Facebook Ads. Working with Facebook can be difficult at times. There are so many pieces to work with Facebook, but Garry and Chris mentioned four different requirements for Facebook campaigns that can simplify the process. Check them out below.
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The Key to Real Estate Lead Generation: Custom Landing Pages
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Facebook Ad Changes for Real Estate: What Agents and Brokers Need to Know
Facebook is removing age, gender and ZIP Code targeting for housing, employment, and credit-related ads. It will also impose a 15-mile minimum radius for geographic ad targeting for housing ads. The Facebook ad platform offers an unrivaled rich, diverse, and deep level of ad targeting options no other advertising platform can provide. These changes will not impact those agents and brokers that have been effectively using them to date and may reduce blatant discrimination.
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How to Promote Your Business and Brand with Facebooks Ads
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Choosing the Right Ad Strategy for Your Real Estate Business
There are dozens of ways to advertise and thousands of places to do it. When you drive around town, you see other agents on billboards, buses, and benches. They pop up in your Facebook feed and you're always seeing things they posted on Pinterest or Facebook. Those agents have taken steps to ensure they're always top of mind and easy to get a hold of. If you've ever wondered if you could be winning more leads or how to plan an effective advertising strategy, our guide to advertising will help. Find out if you need ads and what kind of ads will benefit your business below.
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Online Advertising Advice: Why Winter Is Your Time to Shine
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The Big Secret to Effective Facebook Advertising
We really can't overstate the importance of Facebook ad targeting. Ineffective targeting is the top way real estate agents waste money on Facebook ads. The frustrating thing is that Facebook doesn't make it easy for you. There are a lot of different ways to target – like by gender, age, income, interest, or custom audience. If you're setting up an ad for the first time, it can feel tricky and intimidating. The most common mistake we see is making your target audience too broad or too narrow.
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Upgrade Your 2019 Advertising Budget with an Exclusive Benefit for REALTORS
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Pros, Cons, and Best Practices of a 'Guaranteed Sold' Program
A guaranteed sold program, at the end of the day, is a marketing tactic. And for many top producers, it is a highly profitable one. A guaranteed sale is attention-grabbing, providing an immediate sense of security for the seller. At face value, as an agent, it gives you a leg up on the competition. It shows the seller, "Look, I'm so confident that I can sell your house, I'm willing to buy it if I cant." Sounds pretty good, right?
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Real Estate Advertising Trends You Should Be Aware of This Holiday Season
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Tech Savvy Team's Highest ROI is with Print Marketing: Here's Why
We talk a lot about how real estate agents and brokers are finding phenomenal (and affordable!) success with Facebook Ads. Today, however, we're going to turn the tables and introduce you to a husband and wife team who decided to spend less on Facebook advertising and more on old-fashioned print marketing. Why? Find out more below--and discover the 3-piece mailer that drives seller leads to them. Using Tech for Offline Marketing When you hear of an agent forgoing cheap, digital ads in favor of expensive print mailers, "tech savvy" may not exactly be a personal trait you associate with them. But Dustin and Devon Fox of Pearson Smith Realty rely on a technology platform called Listings-to-Leads to create their marketing collateral, as well as their area's public records/tax system to identify mailing recipients. For each of their listings, the Foxes send out two mailers. One invites neighbors to the first open house, and the second—a "just sold" piece—details their strategy for getting sellers top price. So how do the mailers perform? "In the last four months, we've listed six properties directly from this and have four more coming soon," says Dustin. "The average sale price is $695k, and the average commission is $17,375. For each listing, our total spend is $625 between two mailings." To help us better understand why the ROI on their mailers is so high, Dustin shared the three pieces that their first mailer consists of: 1. Open House Invitation Letter for Nearby Homeowners The centerpiece of the Foxes' first mailer is the letter below that invites homeowners near their new listing to the initial open house. More importantly, the letter plays to homeowners' self-interest by stating that the sale of this home will affect the value of those around it--and invites the reader to contact the Foxes for more information. "It's offered the highest ROI for our recent business," says Dustin. The letter (here's a live example) is one of several tools and marketing templates offered by Listings-to-Leads. It's customizable, and the Foxes edit the flyer to make it specific to the neighborhood they're sending it to. 2. Client Testimonials What's the secret to gaining legitimacy and trust in the eyes of prospects? Client testimonials! In every mailer, the Foxes include a sheet of testimonials from past clients. Devon puts this sheet together using the online design tool Canva. Each testimonial includes the phone number of the client so that prospects can call with questions. "This super-charges your reviews and gives them immediate credibility," says Dustin. "We ask each sale if they mind getting a call if we ever need a reference. We’ve only had a couple actually get called." 3. Calendar Magnet For the final mailer component, the Foxes include a calendar magnet. "Our magnet forces us to use two stamps, but also gives us the possibility of the homeowner having something to hold onto," says Dustin. Indeed, the three components of this mailer give the package some real heft--and compels homeowners to take a second look. "It’s more expensive than postcards," says Dustin, "but I know almost all of these are at minimum getting opened and read." To select nearby homeowners to target with their mailing, the Foxes use the map function in their tax system and choose the 250 houses closest to their listing. What About Facebook? Though print mailers remain the core of their lead generation activities, Facebook is still part of their strategy. "We're using a smaller budget and have narrowed our focus to the same small radius that our mailers go out to," says Dustin. Their other trick for saving time with Facebook ads? Outsourcing—so to speak. "It’s very time consuming, but we pay our kids to do it for us." Brokers, arm your agents with the online and offline tools they need to win more listings. Learn more about Listings-to-Leads today.    
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Find Your Next Listing with These Geographic Farming Tactics
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Last-minute Ad Blitz for Open House Nets 200+ Leads
Are open houses useful? That depends on what you mean by 'useful.' If you mean attracting the eventual buyer of a home, that's debatable. But if you mean, Are open houses useful for filling my sales funnel? then yes, absolutely. That's what Steve Ford, a Keller Williams agent, discovered when he was assigned to hold an open house for another agent's property at the last minute. With just 24 hours before the event, Ford had to think fast in order to generate interest—and ensure that anyone showed up at all. He turned to the Open House Toolkit from Listings-to-Leads, which lets agents quickly market their open house with Facebook ads, landing pages, single property websites, and more. Ford ran the ad below for the 24-hour period leading up to the open house to impressive results. So what can a Facebook ad do in just a day? Here are Ford's results: Over 230 leads captured from his Listings-to-Leads open house landing page (here's an example), which were then funneled into his CRM and assigned to a drip campaign. Six new pre-approved clients who responded by email and gave Ford their phone number Six more families who came to the open house after seeing the ad Ford ran the ad in four different locations: his Facebook business page, a Facebook community page for his area, Facebook Marketplace, and as a shared post on his personal Facebook profile. Here's a breakdown of how each performed: Facebook community page: drove 70 percent of leads from ad Facebook business profile: drove 20 percent of leads from ad Facebook Marketplace and Ford's personal profile: drove 10 percent of leads from ad Ford paid paid $50 to run the ad on the community page, $25 on his business profile, and nothing on Marketplace or his personal profile. That's $75 for more than 230 leads--or a very impressive (and budget-friendly) 33 cents per lead. Tip: Notice in the ad above how Ford doesn't mention the listing price? Instead, he holds back this information in order to encourage lead conversion. On his landing page, leads can get the price, property photos, and more in return for their contact information. Test this technique out for yourself to see if it earns you more conversions. So next time an open house is looming, don't panic. Just turn to Facebook for an efficient, affordable, and very effective way to capture new leads and drive traffic to your event. Brokers, arm your agents with the tools they need to win more commissions. Learn more about Listings-to-Leads today.    
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A New Guide to Facebook Ad Targeting
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A Realtor's Playbook for Creating Facebook Lead Ads
Today, more than 80 percent of Internet users are active on Facebook. As the world's most popular sharing medium, the social media giant reaches all ages, genders, lifestyles and geographic regions, making it more inclusive than any purchased client list, according to The Real Estate Agent's Guide to Social by Better Homes and Gardens Real Estate LLC. Moreover, the audiences an agent can reach by way of Facebook are considered willing participants—in this case, buyers, sellers, and fence sitters who eagerly await informative posts about their community—presenting a perfect opportunity for REALTORS who aim to build their businesses (lead generation) through relationship building.
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Farming and Facebook: Getting It Right
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I Have a Great YouTube Ad... Now How Do I Get Viewers?
YouTube ads are a powerful, largely untapped source of business in the real estate industry. If you're ready to step into video advertising, check out our article on making a YouTube video ad. Once your video is ready, make sure your ad has the best chance to engage with potential clients and build your business. Maximize your video's reach by following the steps below.
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Debunked: 4 Myths About Running Facebook Ads
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Maximizing Facebook: Boost Your Posts or Post More Ads?
Facebook has emerged as one of the real estate's favorite advertising and communications channels. That's because Facebook still has social media's most impressive numbers, one that no brand can ignore. For real estate, it's also an agent's most exceptional hyperlocal channel, often the most cost-effective way to frequently connect with your sphere of influence to stay top of mind.
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YouTube Ads: TV Ads for the 21st Century
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5 Ways to Win More Business in a Low Inventory Market
We've talked a lot about strategies for finding business in low inventory market conditions. Digital ads in particular are a favorite method, as they're low cost and highly targeted. However, the battle for business got tougher this summer after Facebook's decision to discontinue ads that let agents target "likely to move" consumers. If that development put a crimp in your digital marketing plans, never fear. Today, we'll introduce you to an alternative way to target real estate consumers on Facebook, as well as strategies that will take your marketing campaign well beyond the confines of the world's most popular social network. Raising Brand Awareness Before a prospect reaches out to you, first they have to know you exist! Here are a few ways to build awareness of you and your real estate services: The Basics Let's start with a few simple, must-do items. Like it or not, for many consumers, the real estate search begins on property search portals. Be sure you've claimed and completed your agent profile (don't worry, it's free!) on sites like Realtor.com, Homes.com, Zillow, and Trulia. Double-check that your contact information is correct, and add a headshot to increase profile views. Bonus points if you actively ask for and display client reviews. In that vein, make sure you double-check that your contact information on file with your brokerage is correct, too. Agent information is often syndicated to national portals via listing data, so if it's incorrect with your broker, it will be incorrect across the web, too. Targeted Digital Ads Did you know that there's a powerful way to target real estate consumers online? It's called "retargeting," and it's one of the most effective forms of online advertising available today. If you've ever noticed that certain ads seem to follow you online, you've experienced retargeting. Adwerx is the retargeting leader in the real estate space. Their technology analyzes the online behavior of consumers to determine who is most likely to buy or sell a home in the near future. So if, for instance, a consumer uses an online mortgage calculator or fills out a form for a home valuation, that behavior signals that they're likely interested in buying or selling a soon--and therefore an excellent target for real estate ads. Once a consumer is identified as a good prospect, Adwerx then shows them your ad as they surf across the web--including on Facebook, within mobile apps, and on major sites like ESPN.com, the Wall Street Journal, CNN.com, and beyond. Because of the persistent nature of the ads, retargeting is an excellent way to establish your brand among those most likely to be interested. They're effective, too--targeted ads lead to a 1,046 percent increase in branded search, according to comScore. And because the ads are targeted to a very specific audience, they're very cost effective. When it comes to branding, Adwerx's Zip Code Ads lets agents put their business and contact information directly in front of those consumers in their area who are most likely to transact in the near future. And if you want to brand yourself while impressing your seller clients, their Listing Ads let you advertise your listings to buyers. And, bonus: they can even help you win listing presentations. Geographic Farming Good, old-fashioned geographic farming has been used for decades to build brand awareness for real estate services. But instead of blanketing your entire farm area with expensive print materials, you can save money by using a tool you already have access to in order to target those most likely to sell their home. What are we talking about? Your public records tool! First, determine what the average length of occupancy is for homeowners in your area. Next, use the public records database provided by your MLS or association to create a list of local homeowners who are approaching (or have surpassed) that average. Then send marketing materials only to those on that list. Try an offer for a free home valuation, or a postcard that touts how much home prices have appreciated in your area. Re-engaging Your Sphere of Influence Attracting new leads is one thing, but one of the most effective ways to drum up business is by engaging those who already know you. According to NAR, Sixty-four percent of recent home sellers used a referral or the same agent they had worked with in the past to purchase their next home. That's no small number--and your sphere is not something you can ignore. Here are a few ideas to keep your sphere primed for business: Lean on Your CRM Your CRM's contact database is one of the most valuable assets you have--and the more detailed information you input, the more valuable that asset becomes. For example, if you've recorded the date that a former client purchased their current home, you can reach out on the anniversary of the closing date with a complimentary home valuation. Whether or not your clients are ready to sell again, they'll appreciate seeing how the value of what is likely their biggest financial investment has grown! You can also use your database to invite your contacts to events like client appreciation parties, homeowner seminars, and beyond. Whatever keeps you top of mind is a plus! Advertise to Your Sphere Speaking of your contact database, Adwerx offers a simple, hands-off approach that will keep you top of mind with your sphere. Their Sphere Ads let you upload, sync, or even email a list contacts into their system. Then, Adwerx will target those contacts with ads for your business as they surf across the web, including on Facebook, and in mobile apps. It's a gentle way to keep you top of mind--and even encourage referrals. To learn more about connecting with your sphere of influence, check out these helpful articles from Adwerx: Which Kind of Sphere of Influence Do You Have? The Care and Feeding of Your Sphere of Influence for Real Estate Agents As the summer selling season wanes and inventory constricts further, try these tips to stand out from your competition! Want to learn more about targeted digital advertising for real estate? Visit Adwerx.com for more information.    
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Your Farm Area Doesn't Suck. Your Marketing Material Does.
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5 Ways to Take Your Advertising from Boring to Amazing
There are ads that help, ads that hurt, and ads that are just kind of there. We talk a lot about Facebook ads and native ads (our two favorite ad types). Native ads are good because they blend in, but when you want to stand out, ads posted on social media are great for gaining exposure. The problem is, there are a ton of cool things to look at on social media. To compete, you have to be different. Check out the fun, creative print ads below for inspiration. I'll break down why they're effective and how you can use those techniques to make your own ads more distinctive.
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Facebook Advertising for Real Estate on a Budget
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Revealing Statistics About the Millennial Homebuyer
Savvy tips for real estate agents looking to win over this growing market segment Preparing for the expanding market presence of millennials is one of the hottest topics in real estate. Millennials made up 36 percent of homebuyers last year, and that percentage is expected to increase as young people move out of apartments and their parents' spare bedrooms, and older boomers move into retirement living. NAR reports that their median member age is 53 years old, so odds are you are not a millennial. However, you don't have to be one to attract and impress millennial clients. It just takes a little know-how. How to get millennial clients
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Forget the Refrigerator Magnets and Market With Thumb Drives
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How to Create Instagram Ads for Real Estate
Do you use Instagram to market your real estate business? If not, start taking your marketing to the next level by running Instagram ads! Instagram advertising gives real estate brands an effective way to increase visibility and connect with their customer and prospects. In this article, you'll discover how to create these ads for your blossoming real estate business.
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Digital Advertising: Not Just for Banner Ads Anymore
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Low Inventory? No Problem! 3 Digital Ad Campaigns for Finding Seller Leads
Struggling to find listings in today's low inventory market? You're not alone. From postcard campaigns to door knocking to prospecting FSBOs and expired listings, agents are employing a variety of strategies in the hustle to win more listings. Key to this hustle is staying top of mind with owners in your area. You want your name to be the first name potential sellers think of when they're considering listing their home. The problem? Marketing campaigns, especially print campaigns, can be expensive—and that's a tough pill to swallow for agents who are already struggling for listings in a challenging market. So what's an agent to do? We suggest spending less to get more by employing digital ads that target only those consumers in your area who are most likely to enter into a real estate transaction in the near future. To learn more, read on.
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2 Facebook Lookalike Audiences that Can Boost Your Real Estate Sales
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Common Facebook Ad Mistakes to Avoid
Facebook is an ever-evolving platform, and with every change you have to reexamine the way you advertise. Even with their recent algorithm changes, Facebook advertising still creates significant benefits for your real estate business by placing your ads in front of consumers. In order to make the most of your advertising opportunities, you should avoid making these common mistakes before you start spending ad dollars.
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Are Digital Ads the New Drip Campaign?
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Anatomy of the Perfect Facebook Real Estate Ad
With Facebook becoming more and more popular as an advertising platform for real estate agents, questions often come up as to which ads perform best by getting the most views and clicks. While it's true there are certain types of ads that outperform others, at its core, the anatomy of the perfect Facebook ad is the same, no matter what type of ad it is. These best practices are critical because they mean the difference between having your ad show up on people's timelines, getting them to click on your ad, and having your ad show up on very few timelines, making it impossible for lots of people to have the opportunity to click on it. So today, I'll share with you some best practices, key elements and considerations you must take when planning the perfect Facebook real estate ad.
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Real Estate Re-branding: What We Can Learn from 3 Top Brands
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4 Tips For Realtors Who Want to Dominate Their Geographic Farms
On a phone call today, a team of agents asked me a very interesting question. They asked me what I thought the key best practices are for entering a new geographic marketplace and dominating that farm area? It's a great question, and one I love hearing. I knew these real estate agents didn't sign up for a seminar, so I narrowed the answer down to four key best practices. These best practices are applicable for any agent, in any size marketplace, anywhere in the country. Here are the four things we discussed.
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Generate Qualified Leads with Facebook Ad Funnels
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Real Estate Marketing (and All Marketing) Requires Patience
A common misconception that we often see from agents ramping up their marketing efforts is that they should be crushing it only a month or two into their marketing campaign. This is something we see from new Realtors and veterans alike. On one hand, I understand their frustration. These days, we live in an "immediate gratification" society. The Internet has sped things up, so much so that things like ordering a product online and receiving it on your doorstep is even a same-day activity. The problem when you expand this expectation into different facets of your life is that it doesn't always work out. In this case, marketing is exactly one of those things. Marketing and building your business require persistence and patience. As frustrating as this can be, it actually works to your advantage in the long run. Today, I'll share a couple reasons why the fact that marketing success isn't an instant gratification process can work to your advantage, and why when you get frustrated about this, you need to stay on course and have faith.
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If You Think Pay-Per-Click Ads Are a Waste of Money...Mistake!
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14 Real Estate Promotion Ideas You Might Not Be Using
You've likely been to the conventions, listened to webinars and took a class or two on how to use social media to attract and retain clients, and distinguish yourself from other Realtors. The traditional tactics of mailing fliers, handing out business cards at networking events, staging open houses and posting listings online are not enough anymore. Real estate agents need to be social media and internet savvy as well as personable. Buyers and sellers are spending more time online, which means real estate agents need to mix tactics to reach new prospects. Here are 14 new and old-school real estate marketing ideas and tactics you can use to make yourself known and therefore get more leads:
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Why This Year's Record Shopping Season is Good for Online Real Estate Ads
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A Real Estate Agent's Playbook for Creating Facebook Lead Ads
Today, more than 80 percent of Internet users are active on Facebook. As the world's most popular sharing medium, the social media giant reaches all ages, genders, lifestyles and geographic regions, making it more inclusive than any one purchased client list, according to The Real Estate Agent's Guide to Social by Better Homes and Gardens Real Estate LLC. Moreover, the audiences an agent can reach by way of Facebook are considered willing participants; in this case, buyers, sellers, and fence sitters who eagerly await informative posts about their community—presenting a perfect opportunity for REALTORS who aim to build their businesses (lead generation) through relationship building. Here, we offer a detailed step-by-step plan for building and deploying a Facebook Lead Ad to a custom audience of your choice.
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Whose Real Estate Brand Are You Building?
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Landing Page Ideas that Win Over Home Buyers
How do you create a landing page that potential home buyers will respond to? That's what an RE Technology reader wanted to know recently. She wondered if it was possible to create a landing page that lets leads search for properties right from the page. We're happy to report that, yes, dear reader, there is a way to do that—several ways, in fact—and today, we'll run through a list of ideas.
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Understanding the Costs of Social Media Advertising
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How to Compete Now that Marketing Has Gone 'One-to-One'
Fact: The average person is exposed to as many as 5,000 ads per day (Source: Media Dynamics, Inc.). The ability to cut through the noise and compete for people's attention is growing more precious with each passing minute. Blanket, unimaginative marketing efforts like sending out a yearly calendar isn't enough nowadays and likely isn't moving the needle or making your brand stand out as a real estate agent. Alternatively, to put it another way: marketing like this today is the equivalent of the old Publishers Clearing House mailers or getting yet another invite to Play Candy Crush – people tune it out. If you are still marketing like this today, then you are losing potential clients and money with each calendar you send out. Utilize these three techniques to revamp your marketing and start branding yourself as someone potential prospects will want to work with vs. wanting to avoid.
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Move from Likes to Leads with Facebook Ads
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4 Essential Principles for Geographic Farming Success
Good agents know the "sweat equity" of knocking on doors and showing your face at the community center are key to your geographic farming efforts. But great agents know there's so much more to establishing yourself in an area and becoming the dominant real estate go-to person. Here are four ways to make sure your farming efforts count:
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Your Real Estate Logo Is Not Your Brand
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Setting Up Your Facebook Ad: It Starts with Audience
As a real estate agent, the concept of targeting your advertising messages toward the right audiences probably seems like a no brainer. But are you sure your strategy hits the mark by reaching the right clients and customers? Facebook, one of the most reliable mechanisms for narrowly targeted advertising campaigns, reports that, when compared to the average online reach of 38 percent, it holds steady at an 89 percent accuracy rate. Weigh that against a recent RPR study that found 60 percent of Realtors® surveyed will significantly increase the amount of time and money they spend on social media marketing next year, and there's a lot of opportunity here for the taking. Here are two easy to implement audience segmentation strategies—based on popular real estate use cases—that you'll want to use before launching your next Facebook ad campaign. Each will help you deliver relevant messages to the people that matter most.
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3 Steps to a 360-degree Real Estate Marketing Campaign
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Don't Be 'That' Agent! Remember Your Sphere
When it comes to being a Realtor, I am totally understanding of the fact that there are always many balls in the air, many hats you have to wear, all competing with the fact that there are only so many hours in the day. Based on this understanding, I understand why sometimes agents will drop certain things in favor of dealing with a more pressing, immediate issue. What I cannot forgive, though, and completely cannot comprehend letting slip is keeping up with your sphere of influence. Your sphere of influence is the lifeblood of your real estate practice. They not only are a support unit for you, giving you encouragement as you close listings, keeping you positive and moving forward, they are also an invaluable source of new business via referrals. For those of you that are behind in following up regularly with your sphere of influence, today I'll share four quick, easy tips to get you on the right track and growing your real estate practice.
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5 Common Mistakes Agents Make when Farming -- and How You Can Avoid Making Them
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The Best Kept Secret in Social Media Advertising
In the current world of social media, Pinterest doesn't seem to get the recognition it should. While it's one of the most well-known social networks, Pinterest only has 150 million monthly active users compared to Facebook's 1.96 billion and Instagram's 600 million. So, how is it that Pinterest is so far behind on monthly active users, but is still leading other social networks in organic and inorganic reach, as well as cost-per-click (CPC)? Even if you're an active Pinterest user, you have probably never noticed the promoted pins before. This is because Pinterest has designed their Promoted Pins to look like regular, organic pins; however, promoted pins have more capabilities. By utilizing Pinterest's Promoted Pins, you can create huge opportunities to drive sales and leads to your real estate business. Pinterest Promoted Pins
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