Paid ads have never been easier than 𝑮𝒐𝒐𝒈𝒍𝒆 𝑳𝒐𝒄𝒂𝒍 𝑺𝒆𝒓𝒗𝒊𝒄𝒆𝒔 𝑨𝒅𝒔 (𝙂𝙇𝙎𝘼𝙨). The product launched in 2019, but then, in 2020, they added new industries—one in particular: 𝒓𝒆𝒂𝒍 𝒆𝒔𝒕𝒂𝒕𝒆 𝒂𝒈𝒆𝒏𝒕𝒔!
You may have heard it called 𝘎𝘰𝘰𝘨𝘭𝘦 𝘎𝘶𝘢𝘳𝘢𝘯𝘵𝘦𝘦𝘥 or 𝘎𝘰𝘰𝘨𝘭𝘦 𝘚𝘤𝘳𝘦𝘦𝘯𝘦𝘥. Technically, those are just 𝘣𝘢𝘥𝘨𝘦𝘴 w/in the program. FYI, 𝙂𝙇𝙎𝘼𝙨 deploys a pretty intense screening/background-check process, so be ready. (Clients tell me they’ll ask for a valid RE license #, certificate of ins., etc.)
Now, here’s what makes this program so crazy-special:
1️⃣ Someone Google searches a phrase like, “𝚋𝚎𝚜𝚝 𝚛𝚎𝚊𝚕 𝚎𝚜𝚝𝚊𝚝𝚎 𝚊𝚐𝚎𝚗𝚝 𝚗𝚎𝚊𝚛𝚋𝚢”—which’ll doubtlessly trigger a bunch of ads. I’d expect to see participation from the likes of UpNest, HomeLight, Dave Ramsey, and many others looking to jump in front of that traffic. After all, that’s a pretty high-intent search query.
2️⃣ But hold the phone ☎️ Typical 𝑮𝒐𝒐𝒈𝒍𝒆 𝑺𝒆𝒂𝒓𝒄𝒉 𝑨𝒅𝒔 appear at the tippy-top (and bottom) of the Results page. These ads are always easy to spot: it’ll say 𝗔𝗱 next to the link.
Here’s what insane: 𝙂𝙇𝙎𝘼𝙨 cuts ✂️ the line. Google literally invented a new section directly under the search bar—above the Search 𝗔𝗱𝘀—where it places the photos, names, star-ratings, and phone-numbers of three local agents who are in the program. I mean, whoa! 😮—talk about looking out for the little guy!
3️⃣ You only pay when you get leads. Yep! 👏 You’ll set a budget, but to quote Google, “Y𝚘𝚞 𝚘𝚗𝚕𝚢 𝚙𝚊𝚢 𝚠𝚑𝚎𝚗 𝚊 𝚌𝚞𝚜𝚝𝚘𝚖𝚎𝚛 𝚐𝚎𝚝𝚜 𝚒𝚗 𝚝𝚘𝚞𝚌𝚑 𝚠𝚒𝚝𝚑 𝚢𝚘𝚞 𝚍𝚒𝚛𝚎𝚌𝚝𝚕𝚢 𝚏𝚛𝚘𝚖 𝚢𝚘𝚞𝚛 𝚊𝚍.”
P.S. For comparison, in the Zillow Premier Agent program, historically (I know it’s changing/changed), a visitor identified a property of interest and pressed a button that said, “𝐂𝐨𝐧𝐭𝐚𝐜𝐭 𝐀𝐠𝐞𝐧𝐭”—after which they’d be shown the headshots and star-ratings of a small handful of local “Premier Agents.” Sounds similar, only, w/ 𝙂𝙇𝙎𝘼𝙨, the visitor isn’t searching for a house 🏡 and then being shown an agent, they’re searching for 𝐲𝐨𝐮—and that, I think, is a profound difference.
How to Become the Top-of-Mind Real Estate Agent
“𝑰 𝒔𝒆𝒆 👀 𝒚𝒐𝒖 𝒆𝒗𝒆𝒓𝒚𝒘𝒉𝒆𝒓𝒆!”—it’s the magic phrase🪄 It means your marketing/branding has taken root. I’ll elaborate:
When somebody’s casually surfing the web, they’re hardly paying attention to banner ads, popups, or call-to-action buttons. They’re just browsing.
Seth Godin said: “𝘐𝘯 𝘢 𝘸𝘰𝘳𝘭𝘥 𝘸𝘩𝘦𝘳𝘦 𝘸𝘦 𝘩𝘢𝘷𝘦 𝘵𝘰𝘰 𝘮𝘢𝘯𝘺 𝘤𝘩𝘰𝘪𝘤𝘦𝘴 𝘢𝘯𝘥 𝘵𝘰𝘰 𝘭𝘪𝘵𝘵𝘭𝘦 𝘵𝘪𝘮𝘦 𝘵𝘩𝘦 𝘰𝘣𝘷𝘪𝘰𝘶𝘴 𝘵𝘩𝘪𝘯𝘨 𝘵𝘰 𝘥𝘰 𝘪𝘴 𝘵𝘰 𝘫𝘶𝘴𝘵 𝘪𝘨𝘯𝘰𝘳𝘦 𝘴𝘵𝘶𝘧𝘧.”
To his point, smarty-pants neuroscientists tell us 11-million bits of information are literally pounding each and every person over the head, vying for attention, every waking moment of the day. Trouble is our brains can only process roughly 50 bits of data at a time—which means, we’re neglecting 99.99999995% of everything happening around us.
But consider this: 𝗿𝗲𝘁𝗮𝗿𝗴𝗲𝘁𝗶𝗻𝗴 ad campaigns, on average, generate 𝟭𝟬-𝘁𝗶𝗺𝗲𝘀 the click-through-rate as 𝘯𝘰𝘯 retargeting ads. So, evidently, breaking-through to an audience takes time and repetition. (Obviously.)
Back to the brainy 🧠 neuroscience stuff… The 𝑹𝒆𝒕𝒊𝒄𝒖𝒍𝒂𝒓 𝑨𝒄𝒕𝒊𝒗𝒂𝒕𝒊𝒏𝒈 𝑺𝒚𝒔𝒕𝒆𝒎 (RAS), a function of the human brain, filters out anything that doesn’t align with one’s 𝚏𝚘𝚌𝚞𝚜. In other words, it’s how we cope with infinitely more going on around us than we can possibly absorb at any given moment. It’s how we decide what to pay attention to—hence the saying, 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮 𝒇𝒐𝒄𝒖𝒔 𝒐𝒏 𝐞-𝐱-𝐩-𝐚-𝐧-𝐝-𝐬.
Now, from a marketing standpoint, that means if I see your ad, or a post on social, or even an email—in a way, I am consequently predisposed to notice your future ads, posts, and/or emails. Why? Because by seeing the first one—even if it was a passing, hardly conscious act—it still entered into my frame of 𝚏𝚘𝚌𝚞𝚜 (drip💧drip💧).
From there, the more often I see your ads, posts, and so forth, the more likely that my RAS will start to prioritize future occurrences -- meaning, I’ll become (in a manner of speaking) 𝒑𝒓𝒐𝒈𝒓𝒂𝒎𝒎𝒆𝒅 to watch out for your marketing.
𝗦𝗶𝗱𝗲𝗯𝗮𝗿: this is why it’s important, as I’ve said in prior posts, to get “𝗺𝗮𝘁𝗰𝗵𝘆-𝗺𝗮𝘁𝗰𝗵𝘆”—meaning that your photos, fonts, color palettes, and so forth should be consistent across (and off) the web. Because if a person doesn’t intuitively make the connection that “This ad over here is from the same person who sent me that email over there”—then it’s all for nothing.
One step deeper 🕳 if you please. There’s a special (and complex) part of the brain, called, the Fusiform Gyrus, that’s activated when recognizing another person’s face. It also switches on when examining objects relevant to your field of expertise. So for example, if you’re an architect, you may look at a building with far more scrutiny or nuance than some average Joe. It’s the Fusiform Gyrus powering that analysis.
On to the point 👉: if people are scarcely paying attention to your marketing (and they’re not!—organic or paid), it seems all-the-more sensible to make use of more photos and videos featuring 𝒚𝒐𝒖𝒓 𝒇𝒂𝒄𝒆 😊. Why? Because that’ll will trigger the Fusiform Gyrus, and thus, raise the brainpower with which an individual is, quote-unquote, “processing” your marketing. In short, it’ll help your brand stand out.
Key takeaways: do lots of marketing (never stop, ever!) and incorporate 𝒚𝒐𝒖𝒓 (𝒃𝒆𝒂𝒖𝒕𝒊𝒇𝒖𝒍) 𝒇𝒂𝒄𝒆. Now get to it, friends 👊
Looking Beyond the Camera
If you're reluctant to get on 𝐯𝐢𝐝𝐞𝐨 🤳
People love videos! 𝙲𝚘𝚛𝚛𝚎𝚌𝚝𝚒𝚘𝚗: people love watching 👀 videos but not being in them, necessarily. There are far too many agents who aren’t producing videos, frankly, for silly reasons. Issues with how they look or sound or whether or not what they have to say is of any importance. The thing is, though—when producing a video—it’s not actually about you; it’s about the customer for whom the video is being made. It’s about seeing beyond the camera lens and looking into eyes of your future customer.
Calls + Content
𝙲𝚊𝚕𝚕𝚜 ✚ 𝙲𝚘𝚗𝚝𝚎𝚗𝚝. That’s it! Or I could say like like this: 𝚂𝚊𝚕𝚎𝚜 ✚ 𝙼𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐. It’s practically the same difference. Top agents always do both. And nowadays, 𝚌𝚘𝚗𝚝𝚎𝚗𝚝 𝒊𝒔 𝚖𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐. Sure, you can run static ads continuously, canvas neighborhoods with basic postcards, or auto-drip canned emails. That stuff works (to a point). But I like how @tomferry put it: “𝘍𝘳𝘦𝘲𝘶𝘦𝘯𝘤𝘺 𝘰𝘧 𝘷𝘢𝘭𝘶𝘢𝘣𝘭𝘦 𝘢𝘯𝘥 𝘢𝘶𝘵𝘩𝘦𝘯𝘵𝘪𝘤 𝘾𝙊𝙉𝙏𝙀𝙉𝙏 𝘤𝘳𝘦𝘢𝘵𝘦𝘴 𝘧𝘢𝘮𝘪𝘭𝘪𝘢𝘳𝘪𝘵𝘺 𝘢𝘯𝘥 𝘳𝘦𝘭𝘦𝘷𝘢𝘯𝘤𝘦 — 𝘸𝘩𝘪𝘤𝘩 𝘤𝘶𝘭𝘵𝘪𝘷𝘢𝘵𝘦𝘴 𝘵𝘳𝘶𝘴𝘵.”
The point being—your content (e.g. social posts, blogs, videos, etc.) 𝒊𝒔 your marketing! If you’re not producing content, I dare say, you’re not truly marketing! Then there’s the other ½ of the formula: making your 𝚌𝚊𝚕𝚕𝚜. Lots of agents and professionals think content/marketing is somehow an alternative. Nope—wrong! ⛔️ Call (and text) your past clients, sphere of influence contacts, new leads, old leads, and agent/vendor referral-partners. Why? Because this is a relationship business—and it’s hard to have relationships with strangers. Last word: it’s never-ever 𝙼𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐 OR 𝚂𝚊𝚕𝚎𝚜; it’s always-always 𝙼𝚊𝚛𝚔𝚎𝚝𝚒𝚗𝚐 AND 𝚂𝚊𝚕𝚎𝚜.
Video Never Get's Easy -- You Get Better 👊
✴️ By 2022, 𝚘𝚗𝚕𝚒𝚗𝚎 𝚟𝚒𝚍𝚎𝚘𝚜 will make up more than 𝟴𝟮% of all consumer internet traffic, which is 𝟭𝟱𝙭 higher than it was in 2017. (Cisco)
✴️ 𝚅𝚒𝚍𝚎𝚘 𝚊𝚍𝚜 were the top means by which consumers discovered a brand from whom they later purchased. (Animoto)
✴️ 𝟴𝟰% of people say that they’ve been convinced to buy a product or service by watching a brand’s 𝚟𝚒𝚍𝚎𝚘. (Wyzowl)
Candidly, it doesn’t really matter how you feel about yourself on video; what matters is that you’re doing it regardless of how you feel.
“𝑫𝒐 𝒕𝒉𝒆 𝒕𝒉𝒊𝒏𝒈 𝒂𝒏𝒅 𝒚𝒐𝒖 𝒘𝒊𝒍𝒍 𝒉𝒂𝒗𝒆 𝒕𝒉𝒆 𝒑𝒐𝒘𝒆𝒓.” - 𝚁𝚊𝚕𝚙𝚑 𝚆𝚊𝚕𝚍𝚘 𝙴𝚖𝚎𝚛𝚜𝚘𝚗
Repurpose your IG Reels as YouTube #Shorts
#𝗬𝗼𝘂𝘁𝘂𝗯𝗲𝗦𝗵𝗼𝗿𝘁𝘀 (currently beta-testing in India) is YouTube’s short-form video creation tool, similar to 𝙄𝙣𝙨𝙩𝙖𝙜𝙧𝙖𝙢 𝙍𝙚𝙚𝙡𝙨 or 𝙏𝙞𝙠𝙏𝙤𝙠. Simply put, they’re multi-clip, < 60-second, vertical videos designed exclusively for YouTube’s mobile experience (so not desktop). However, because the product is only in beta, there’s no in-app tool to build these vids. So, for the time being — repurpose your IG Reels! All you have to do is add “#Short” to the end of your title when uploading the video to YouTube. YouTube will auto-recognize it as a Short and distribute accordingly. And the view-counts on these are nothing 𝘴𝘩𝘰𝘳𝘵 (see what I did there 😛) of spectacular. Perhaps you’ve noticed YouTube’s mobile Home Feed has added a “shelf” that scrolls right-to-left chalked full of short, vertical videos: #𝗦𝗵𝗼𝗿𝘁𝘀. It could be your next video!
Be advised, there’s no way to customize the thumbnail/cover-image. Also, you can add a section for these “Short videos” to your Channel’s home page via YouTube Studio. Remember, though, it’ll only be viewable on mobile. Last thing: if you use IG music, you’re not going to have an option to save the video to your camera-roll, as that’d be a licensing violation. It needs to be original audio.
5 Marketing Plays to Run 2021
YouTube SEO
Videos post on social channels (e.g., Facebook, Instagram, et al.) live is relatively short life (days, at best). On YouTube— It’s different. If your video ranks for a specific search phrase, it’ll continue collecting views indefinitely.
Short Form Video
TikTok, Instagram Reels, and (currently in beta) YouTube #Shorts are multi-clip, under 60-Seconds vertical videos- and they’re amassing insane view counts. (P.S. just add # Short at the end of your Title when uploading to YouTube.)
Live Podcast
Audio podcasts are alright; video-podcasts are better! In 2021, why not live stream your podcast? On Facebook, YouTube, LinkedIn, et al. With tools like Ecamm Live and Elgato’s Stream Deck, a full-producing show with zero post-production editing is at your fingertips
Automated Video Texting
Texting is an invaluable communication channel. Additionally, so is video. Why not stick them together? Services like Call Action or Lion Desk enable users to attach short videos to scheduled messages- regardless of device or type of carrier.
Live- Stream Prospecting
Live streaming continues to grow ever more popular. In addition, Facebook Groups are on the rise. Try joining a popular/local group and start contributing. Without violating group rules, go LIVE. Don't spam or sell. The livestream will go further algorithmically and livestream makes you memorable
Top Agent-Referral Websites to Leverage
𝙌𝙪𝙞𝙘𝙠 𝙏𝙞𝙥 on how to determine which 𝗔𝗚𝗘𝗡𝗧-𝗥𝗘𝗙𝗘𝗥𝗥𝗔𝗟 websites are the most important/strategic to leverage in your local market (assuming you’re willing to participate in their respective programs). Spoiler alert: those running ads on Google will likely garner more traffic on their sites, and by extension, more referrals to divvy out.
Building Trust to Make Your Brand Unstoppable
Never forget who the customer hires: 𝚈-𝙾-𝚄. Gimmicks, trends, and fads never last — reputations endure.
As always, the best sales technique is SERVICE.
Ultimate Story Structure for Real Estate Videos
𝑾𝒂𝒕𝒄𝒉 𝑻𝒊𝒎𝒆: it’s one of the primary metrics being monitored on all the major platforms to evaluate the quality of a video (𝙵𝚊𝚌𝚎𝚋𝚘𝚘𝚔, 𝙸𝚗𝚜𝚝𝚊, 𝚈𝚘𝚞𝚝𝚞𝚋𝚎, 𝚃𝚒𝚔𝚃𝚘𝚔, et al.). If a video sustains viewership, then, naturally, the platform is incentivized to push that video out far and wide. If it doesn’t, however, it’ll likely suffer, algorithmically speaking. The trouble is, maintaining viewership is, suffice it to say, difficult! In this video, I’m sharing a very, very simple (perhaps even obvious) story structure designed to ensure your videos receive (and hold) maximum viewership. See what it does for you!
Escape the Sea of Sameness
There are more than 2M real estate agents in the US alone. So what⁉️ Trite as it may sound, there’s no one quite like you. Yep…It’s like they say, you’re as unique as a snowflake. ❄️
So if you wanna be different — be yourself. Literally no one does 𝙮𝙤𝙪 better than 𝘆𝗼𝘂! Upload more videos, post more photos, create more content—do your thing!—and in so doing, 𝚎𝚜𝚌𝚊𝚙𝚎 𝚝𝚑𝚎 𝚜𝚎𝚊 𝚘𝚏 𝚜𝚊𝚖𝚎𝚗𝚎𝚜𝚜.
Multichannel Everything
Reminder: multichannel everything
Its never just A, B, or C; Is A, B, and c. Put your brand everywhere!
Science-analogy🔬 time: added strands increase the strength of a rope. Twists and braids improve its durability. In marketing, multiple channels (e.g. social media posts, emails, online ads, et al.) increase the reach of a message. What’s more, like the knitting of a rope, when a message is clear and consistent between its channels, the effect is amplified!
In marketing, the term 𝗺𝘂𝗹𝘁𝗶𝗰𝗵𝗮𝗻𝗻𝗲𝗹 means, quite simply, marketing conducted across various channels. Building on that idea, the term, 𝗼𝗺𝗻𝗶𝗰𝗵𝗮𝗻𝗻𝗲𝗹—a more modern marketing buzzword—refers to marketing conducted 𝒔𝒆𝒂𝒎𝒍𝒆𝒔𝒔𝒍𝒚 across various channels. The difference is the word, 𝒔𝒆𝒂𝒎𝒍𝒆𝒔𝒔. In other words… same message, multiple channels. Put your 𝙗𝙧𝙖𝙣𝙙 𝗲𝘃𝗲𝗿𝘆𝘄𝗵𝗲𝗿𝗲!
What's Your Unique Selling Proposition?
What’s you 𝚞𝚗𝚒𝚚𝚞𝚎 𝚜𝚎𝚕𝚕𝚒𝚗𝚐 𝚙𝚛𝚘𝚙𝚘𝚜𝚒𝚝𝚒𝚘𝚗?
Because thing is, (effective) 𝒎𝒂𝒓𝒌𝒆𝒕𝒊𝒏𝒈 is fundamentally impossible when what’s being 𝒎𝒂𝒓𝒌𝒆𝒕𝒆𝒅 is unclear.
⛔️ “You know how…” [PROBLEM]
✅ “Well, what I/we do is…” [PROPOSITION]
🙌” So you can…” [PAYOFF
Frequency Illusion
Go MULTICHANNEL to harness the 𝐅𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲 𝐈𝐥𝐥𝐮𝐬𝐢𝐨𝐧
𝐅𝐫𝐞𝐪𝐮𝐞𝐧𝐜𝐲 𝐈𝐥𝐥𝐮𝐬𝐢𝐨𝐧 describes how a 𝚙𝚎𝚛𝚜𝚘𝚗, 𝚙𝚕𝚊𝚌𝚎, or 𝚝𝚑𝚒𝚗𝚐 sticks in your mind 🧠 more effortlessly when presented on multiple occasions, across a variety of channels, and within a relatively concentrated span of time. It’s an 𝒊𝒍𝒍𝒖𝒔𝒊𝒐𝒏. For instance, you may spot a product on a billboard while driving, and then, that same day, see it featured in an online ad—or a post on social. Suddenly, it has your attention—as if it’s 𝚎𝚟𝚎𝚛𝚢𝚠𝚑𝚎𝚛𝚎.
It’s sort of like what Aristotle said: “The 𝚠𝚑𝚘𝚕𝚎 is greater than its sum of its parts.” In other words, when you vary your marketing across numerous channels, it’s worth more added together than if each channel were measured independently. It’s compounded!
In 2021, get more out of your marketing by going 𝚖𝚞𝚕𝚝𝚒𝚌𝚑𝚊𝚗𝚗𝚎𝚕. For starters:
✅ Increase to weekly emails
✅ Brand yourself “everywhere” (affordably) with the Google Display Network ads
✅ Retarget social posts to your database, Pixel traffic, geo farm, et al. with Facebook custom audiences
All day, every day, I want you hear: “Wait, you’re that agent! I see you 𝚎𝚟𝚎𝚛𝚢𝚠𝚑𝚎𝚛𝚎!”
Voice Search: "Hey Siri, Real Estate Agent in _____"
50% of Web Searches are Voice 🗣 Searches— many of which are business inquiries.
**E.g. “Real estate agents in ______.”
Siri, Alexa, and Bixby (Samsung) pull from Yelp
Google Asistant pulls from Google My Business
Cortana (Microsoft) pulls from Bing Places, which pulls from Facebook
Ergo, client reviews matter a whole bunch!
The question comes up often: 𝚆𝚑𝚊𝚝 𝚜𝚑𝚘𝚞𝚕𝚍 𝚊𝚐𝚎𝚗𝚝𝚜 𝚍𝚘 𝚝𝚘 𝚙𝚛𝚎𝚙𝚊𝚛𝚎 𝚏𝚘𝚛 𝚟𝚘𝚒𝚌𝚎 𝚜𝚎𝚊𝚛𝚌𝚑? Google it and you may find articles about 𝘍𝘦𝘢𝘵𝘶𝘳𝘦𝘥 𝘚𝘯𝘪𝘱𝘱𝘦𝘵𝘴, 𝘈𝘭𝘦𝘹𝘢 𝘚𝘬𝘪𝘭𝘭𝘴, and various other, more advanced SEO techniques. That’s all fine and well, however, the low-hanging fruit centers around 𝒐𝒏𝒍𝒊𝒏𝒆 𝒓𝒆𝒗𝒊𝒆𝒘𝒔. Per a recent Adobe Analytics survey, approximately half of voice-assistant users (e.g. people w/ iPhones or Echos) use said assistants to conduct basic online research. For instance, “𝙷𝚎𝚢 𝚂𝚒𝚛𝚒, 𝚋𝚎𝚜𝚝 𝚛𝚎𝚊𝚕 𝚎𝚜𝚝𝚊𝚝𝚎 𝚊𝚐𝚎𝚗𝚝 𝚗𝚎𝚊𝚛𝚋𝚢.” A second later, they see a list of agents/brokerages, ranked according to their Yelp reviews. Want to win at voice search? Amp up your online reviews: 𝘠𝘦𝘭𝘱, 𝘎𝘰𝘰𝘨𝘭𝘦 𝘔𝘺 𝘉𝘶𝘴𝘪𝘯𝘦𝘴𝘴, 𝘍𝘢𝘤𝘦𝘣𝘰𝘰𝘬, 𝘦𝘵 𝘢𝘭.
Control the First Impression
When a potential customer Google’s your name, what pops up?
‣ Social media profiles
‣ Agent directory web pages
‣ Home-search portals
‣ Review sites
Whether you buy leads or cultivate referrals—either way, you’re gonna get Googled. Best bet: 𝚌𝚘𝚗𝚝𝚛𝚘𝚕 𝚝𝚑𝚎 𝚏𝚒𝚛𝚜𝚝 𝚒𝚖𝚙𝚛𝚎𝚜𝚜𝚒𝚘𝚗! How?
◦ 𝗦𝘁𝗼𝗰𝗸𝗽𝗶𝗹𝗲 𝟱-𝘀𝘁𝗮𝗿 ⭐️ 𝗿𝗲𝘃𝗶𝗲𝘄𝘀/𝘁𝗲𝘀𝘁𝗶𝗺𝗼𝗻𝗶𝗮𝗹𝘀. Google, Zillow, Facebook, Yelp, LinkedIn, etc. You can’t have too many raving fans!
◦ 𝗚𝗲𝘁 𝗺𝗮𝘁𝗰𝗵𝘆-𝗺𝗮𝘁𝗰𝗵𝘆. Meaning, your headshots, usernames and display names, bios/blurbs, URLs, physical addressees, email addresses, and phone numbers should be consistent across the web.
◦ 𝗣𝗣𝗖 𝘆𝗼𝘂𝗿 𝗻𝗮𝗺𝗲. Guarantee the top-ranking result by running Google Search ads in [YOUR NAME]—plus possible variations or misspellings.
◦ 𝗢𝘃𝗲𝗿-𝗶𝗻𝗱𝗲𝘅 𝗼𝗻 𝙂𝙤𝙤𝙜𝙡𝙚 𝙈𝙮 𝘽𝙪𝙨𝙞𝙣𝙚𝙨𝙨. Reviews, questions/answers, photos, sharing your social media content via Google Posts, and more. Tap into every feature Google My Business offers.
Steps to Building Effective Facebook Carousel Ads
How to make a 𝑭𝒂𝒄𝒆𝒃𝒐𝒐𝒌 𝑪𝒂𝒓𝒐𝒖𝒔𝒆𝒍 𝑨𝒅 (end-to-end)!
In the real estate industry, Facebook ads, Google ads, and just about every type of home-purchase related ad has seen improved performance over the past 6+ months. Quite simply, given all that’s been going on, consumers appear to have increased their online home search activities—especially for certain types of properties. So...
This video will walk through how to build a Facebook Carousel ad, step-by-step, with each “card” linking to a filtered search of homes matching a particular amenity: e.g. homes with pools, homes with home-offices, homes with big yards, etc. Basically, the types of home features consumers appear to have placed a premium on these days. The goal is, drive traffic to your home-search website, generate new leads, and help folks move forward! Happy ad-building 😎
Click-To-Call Facebook Ad Campaigns
Guess what! — Inside the 𝙵𝚊𝚌𝚎𝚋𝚘𝚘𝚔 𝙰𝚍𝚜 𝙼𝚊𝚗𝚊𝚐𝚎𝚛 there’s a (pseudo) hidden feature that enables advertisers (i.e., YOU) to modify the call-to-action (CTA) button from, say, 𝘓𝘦𝘢𝘳𝘯 𝘔𝘰𝘳𝘦 or 𝘚𝘪𝘨𝘯-𝘜𝘱, to "𝘾𝘼𝙇𝙇 𝙉𝙊𝙒.” ☎️ When tapped (by any user who sees your ad), it’ll immediately dial-out to whatever phone number you provide.
Every agent’s favorite CTA is and has been, “Call me!” Welp, now there’s an ad format to do just that!
Facebook Ad Script
Facebook Ads pretty much serve one of two purposes: 🅰️ Content Promotion. 🅱️ Lead Generation. This post is focused on the latter (i.e., Lead Generation). Just swipe through the images for a bunch of Facebook Ad scripts, bearing in mind that some are buyer-focused (“Home-Search”) and some are seller-focused (“Home-Equity”). Remember, to run Facebook ads, you MUST have a Facebook Business Page. Okay… follow these steps and that’ll do it!
1. Navigate to Facebook.com/AdsManager in your web browser
2. Click the “Create” button to start a new ad campaign
3. Ensure you’re in the “Guided Creation” campaign builder, not “Quick Creation”
4. At the Campaign level, if in North America, specify “Housing” under the Special Ad Category menu
5. Select the “Traffic” campaign objective.
**If you’ve got a Facebook Pixel installed, consider setting up a Custom Conversion Event and choosing “Conversions” instead of “Traffic”**
6. Press “continue” to exit the Campaign level and enter the Ad Set level
7. Specify your audience targeting and budget preferences, then press “continue” once more to proceed to the Ad Creative level
8. Choose the “Single Image or Video” ad format
9. In the Media box, upload a photo or video
10. In the Primary Text field, enter your script. Add multiple variations by selecting, “Add Another Option”
11. In the Headline field, enter your chosen headline. Add multiple variations by selecting, “Add Another Option.”
**Reference the list of sample headlines, which is included in this caption**
12. Insert your desired URL. Ensure it aligns with the stated objective of your chosen script(s).
HOME-SEARCH HEADLINES:
* 𝙔𝙊𝙐𝙍 (NEW) 𝗛𝗢𝗠𝗘 𝙄𝙎 𝙃𝙀𝙍𝙀!
* 𝗙𝗜𝗡𝗗 𝗬𝗢𝗨𝗥 𝘿𝙍𝙀𝘼𝙈 𝙃𝙊𝙈𝙀
* Customized Home Search
* #[CITY] HOME SEARCH
* Precision Home Search
HOME-EQUITY HEADLINES:
* Calculate Your Home Equity
* INSTANT HOME VALUATION
* Instant Home-Price Estimate
* (Fast/Free) Home Valuation
* #[CITY] Home-Price Estimate
P.S. If this is useful, please let me know in a comment! Also, please tag a friend/peer who may benefit to see this post. Thanks in advance!
Become an Off-Market Match-Maker
In practically every market the inventory is dreadfully low—and because of that—buyer loyalty appears to be diminishing. What I mean is, I’ve been hearing an unusually high number of reports like, “All my new leads already have an agent!” Granted, this isn’t anything new — it’s just that it seems to be happening more frequently. And I think it’s indicative of buyers’ questioning whether or not their agent is truly showing them EVERYTHING that’s on the market. So, desperate to find more homes to view, buyers seek out and scan every home search site they can spot, looking for hidden listings. Enter your opportunity: become the 𝙤𝙛𝙛-𝙢𝙖𝙧𝙠𝙚𝙩 𝗺𝗮𝘁𝗰𝗵-𝗺𝗮𝗸𝗲𝗿. How?
❶ Mail letters to homeowners in neighborhoods or along key streets where your buyers want to purchase. In past similar markets, agents literally door-knocked with a purchase offer in hand. I wouldn’t necessarily recommend door-knocking these days, but you get the gist.
❷ Utilize tools like Remine to source homeowners whose equity position and tenure in the home match up with “likely-to-sell.” Send them letters. I would say email them, but that goes against permission-marketing in my book. That said, consider creating custom audiences to target ads in the Facebook and Google advertising platforms.
❸ Use the tax records and contact absentee owners. Given the rise in home values, they may be thinking the time is ripe to sell. Ask, “How many months (or years) would you have to rent this home out to total the amount of cash you can walk with (and re-invest elsewhere) if you sold today?”
❹ Email your entire database asking if anyone knows of (or owns) a home that meets the search criterion of your buyers. Now is the time to hustle!
I’ll bet you there are a bunch of homeowners who, if they could find their 𝒅𝒓𝒆𝒂𝒎 𝒉𝒐𝒎𝒆, would be willing to sell. It’s a circular problem—meaning, sellers would sell except they aren’t because they can’t find homes to purchase... and on it goes. So offer to do for them the very thing that led you to contact them in the first place: to be their 𝙤𝙛𝙛-𝙢𝙖𝙧𝙠𝙚𝙩 𝗺𝗮𝘁𝗰𝗵-𝗺𝗮𝗸𝗲𝗿. Get it? Then get to work 👊