Get the Most Out of Your Posts: How to Streamline Your Social Media and Content Marketing Efforts

Making Content: a high-effort, high-reward activity!

As a content creator, you know the drill: researching topics, recording videos, crafting captions, and distributing across platforms is a demanding and time-consuming process. But despite the effort, the benefits of a strong online presence are undeniable. The fact is, social media is a one-of-a-kind medium that offers unparalleled access to consumers in a way no other marketing channel can complete.

However, with so many platforms to choose from and so much competition, it can be overwhelming to know where to start. That’s why I’ve assembled a list of six tips to help you streamline your content strategy and get more “play out of your posts.”

1. Crosspost: Utilize the power of multiple platforms by distributing your content natively across top social media networks.

2. SEO-Afterlife: Ensure your content has a longer lifespan by blogging any posts you consider valuable and optimizing them for search engines.

3. Replicate: Keep your content in front of your followers by re-posting relevant content from time-to-time.

4. Repurpose: Use parts of past posts to inspire new content and make the most out of your efforts.

5. Consolidate: Identify your top-performing content and double down on it to maximize your reach.

6. Promote: Give your organic content a boost by promoting it to targeted audiences through paid media.

Don't let the constant need to produce content cloud your purpose and impact. Take the time to evaluate and streamline your strategy so that each post serves a clear and meaningful goal. With the right approach, you'll not only save time and energy, but also see a greater return on your content investment.

How to Sell on Social without Sounding Salesy: Dog-Whistle Calls-to-Action (CTAs)

If you're looking to reach your target audience and make an impact on social media, it's important to understand the challenges that come with the crowded and cluttered feeds. Here's what you need to know:

• Most of your followers won't see your next post:  Studies show that on average, only around 10% of your followers will see your next post. Yikes! Just doing the math here… this means that 90% of your audience won't see whatever important message or call-to-action is conveyed in your post.

• Straight-up calls-to-action are a no-no: Dropping a straightforward call-to-action like "Call me at 555-5555 to sell your house today" will result in your followers unfollowing you. 

My advice… Use "dog-whistle" calls-to-action instead! Like how a dog-whistle is only heard by dogs, this type of call-to-action is subtle and only heard by those for whom it’s intended. Everyone else won't even notice it. (No, I’m not trying to compare your target audience to dogs—it’s just a metaphor.) It's a way to share an offer with your target audience without turning everyone else off.

Here's what you need to do to implement "dog-whistle" calls-to-action:

1. Identify the pain points of your prospective clients: Catalog the challenges and frustrations that your target audience is facing. E.g. an on-market seller who’s frustrated their home isn’t selling quickly or a first-time buyer who isn’t sure whether an agent can help them or not.

2. Address these pain points in your content: Continuously call ‘em out in your videos, captions, blogs, and so on to reach your target audience. Remember… most of your followers won’t see any given post… so you need to find a way to embed your CTAs into practically EVERY post.

3. Make it subtle: Like I said before, don’t make it overly obvious—like, “Call me today to sell your home… blah, blah, blah.” Doing that over and again is gonna drive your audience away.

Perhaps try something like this in your next video:

“I was at a listing appointment last week with a seller whose home had been on market and sat with no offers. Here are the immediate three observations I made that explain why a home doesn’t sell quickly.”

A video like that is actually about the 3 reasons aforementioned, which appeals to a far broader audience. However, if your home’s for sale but not selling, you’ll hear that dog-whistle loud and clear.

Instagram CEO Adam Mosseri Announces a Greater Emphasis on Photos in 2023: What it Means for Users

In a recent statement, the CEO of Instagram, Adam Mosseri, announced that the platform will be placing a greater emphasis on PHOTOS in 2023. Candidly, his comment comes as a bit of a shock considering Instagram’s “all-in” approach to video-centric content in recent years.

The move towards impartiality between photos and videos on the platform is a welcome change for lots of users, as it allows for a more diverse range of content to be shared on the platform. Photos hold a special significance in terms of media, and many believe that Instagram has lost sight of this in their push for video content.

Mosseri acknowledged that the platform had been "over-focused on video in 2022" and that they had "pushed ranking too far" by showing too many videos and not enough photos. He added that they have since balanced the algorithm, so that users’ interactions with photos and videos are about equally weighted. 

This change in focus aligns with a major tenet of Instagram's algorithm:  historical interactions. In essence, if users tend to engage with a certain type of media—like photos or videos, for instance—the algorithm will prioritize those users’ feeds accordingly.

Whether you approve or disapprove of the direction, it’ll ultimately come down to whether user engagement and time spent on the app improves or not. So… we’ll see… Instagram’s no stranger to a change in direction 🤣

The Power of Retargeting: How to Make the Most of Your Social Media Content

In today's digital-first marketing environment, it's more important than ever to make sure your content is seen by as many of the “right people” as possible. One way to go about this is by retargeting your content to your leads and sphere-of-influence contacts—i.e., your database.

Major social platforms like Facebook, Instagram, TikTok, and LinkedIn enable advertisers like you to upload your database as a CSV file, which is essentially a spreadsheet of all your contacts' information, including their first name, last name, phone number, and email address.

Once you upload your CSV file, the ad platform will scan your database and compare it to its own database to find matches. This allows you to target your ads to the people who matter most to your business:  your database! 

The content that you publish to social media sites like Facebook and Instagram is ideal for retargeting your database because it's already effective at organically nurturing your followers and building your brand. By using that same content in the form of ads, for instance, you can take advantage of the hard work you've already put in and reach a wider audience at scale.

What’s more, retargeting your content on social media platforms makes sense because approximately only 10% of your followers see any given post. And if your followers don’t actually see what you’re posting, then that content isn’t doing anything in terms of building your brand and creating consideration for your services. Hence, utilize your posts as ads.

End of day—so long as your content delivers value and showcases your skills and expertise—then it helps to position you as your database’s know-you, like-you, trust-you “agent-of-choice.”

With these step-by-step instructions, you can start retargeting your database on Facebook, Instagram, LinkedIn, and TikTok.

How to retarget your database with Facebook/Instagram (Meta) ads:

1. Go to Facebook Ads Manager and select the "Audiences" tab.

2. Click the "Create Audience" button and select "Custom Audience."

3. Select "Customer List" as the type of audience you want to create.

4. Click the "Choose File" button to upload your CSV file containing your customer information.

5. Once the file is uploaded, match the columns in the file with the corresponding fields in Facebook.

6. Give your custom audience a name and click "Create Audience."

7. Use this audience as a target for your ad campaign.

How to retarget your database with LinkedIn ads:

1. Go to LinkedIn Campaign Manager and select the "Audiences" tab.

2. Click the "Create Audience" button and select "Custom Audience."

3. Select "List" as the type of audience you want to create.

4. Click the "Upload List" button to upload your CSV file containing your customer information.

5. Once the file is uploaded, match the columns in the file with the corresponding fields in LinkedIn.

6. Give your custom audience a name and click "Create Audience."

7. Use this audience as a target for your ad campaign.

How to retarget your database with TikTok ads:

1. Go to TikTok Ads Manager and select the "Audience" tab.

2. Click the "Create Audience" button and select "Custom Audience."

3. Select "Upload Data" as the type of audience you want to create.

4. Click the "Choose File" button to upload your CSV file containing your customer information.

5. Once the file is uploaded, match the columns in the file with the corresponding fields in TikTok.

6. Give your custom audience a name and click "Create Audience."

7. Use this audience as a target for your ad campaign.

Overall, retargeting your content to your leads and contacts is a powerful way to ensure that your content is seen by as many people as possible and to position yourself as a trusted authority in your local market. Utilizing the ad platforms on social media platforms like Facebook, Instagram, LinkedIn, and TikTok can help you reach your target audience more effectively and to build trust with your followers over time.

Protect Your Reputation and Improve Email Marketing Deliverability with Domain Authentication: a step-by-step guide

What would stop someone from sending mass emails to a list of recipients with your email address or domain?—as in, yourname@yourdomain.com. Technically, nothing—unless you take a preemptive action known as, Domain Authentication.

With Domain Authentication, you can rest assured that emails sent from your domain are from an authorized source (as in, you), thereby protecting your reputation.

More than that, though, Domain Authentication can also help to improve the deliverability of your email campaigns—that is, successfully reaching the inboxes of your email-list recipients versus getting marked as SPAM. Reason is, emails sent via an authenticated address give mailbox providers like Gmail and Outlook extra confidence in the legitimacy of your campaign.

Here are the overarching steps to achieve Domain Authentication, regardless of the email service provider you’re using (e.g. MailChimp, BomBomb, or omnisend):

1. Identify your email service provider (ESP) - This is the platform you use to send and manage your emails, such as MailChimp, SendGrid, or the like.

2. Look for the option to authenticate your domain - This may be found in your ESP's settings or under "account" or "security" options.

3. Add DNS records - You will need to add DNS TXT or CNAME records to your domain's DNS settings. This can be done by accessing your domain's hosting service (e.g. GoDaddy, Bluehost, Dreamhost) and adding the records as instructed by your ESP:

• Locate the option to manage DNS settings or zone files.

• Scroll down to the section for adding new records.

• Select the type of record you need to add (TXT or CNAME).

4. Verify the changes - Once you've added the necessary records, verify them with your ESP to ensure they are set up correctly.

By following these steps, you can ensure that your domain is properly authenticated and protected from unauthorized use. What’s more, you’ll be well on your way to significantly improved deliverability of your emails by increasing the confidence of mailbox providers in the validity of your campaigns. You don’t wanna miss out on the benefits of email marketing, one of the highest-rated marketing channels in existence, because of a lack of technical knowledge. Make sure to take the necessary steps to properly authenticate your domain and improve your email performance.

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Don't Get Distracted by Vanity Metrics: How to Build a Strong Agent-Brand in Real Estate

When it comes to social media, it's easy to get caught up in numbers:

• How many followers do you have?

• How many views on your latest video? 

But don't let a lack of followers or video-views discourage your social-media video efforts. Building a reputable agent-brand and making an impact with your clients matters way, way more!

After all, the chances are strong that your database contacts—i.e., your past clients and sphere-of-influence—are likely the folks following you anyway. So even if your follower count isn't as high as you'd like, you're still reaching the people who matter most to your business.

Now, I’m not saying that metrics like reach and engagement don’t matter. They do… they signal whether your content is or isn’t performing optimally. But they’re by no means the “be all, end all.”

Here are a few reasons why:

• Building your brand: By consistently posting high-quality content that aligns with your brand, you'll attract clients who are a good fit for you. They'll be more likely to work with you and refer you to others.

• Making an impact with your clients: By providing valuable information and insights, you'll be able to build trust with your clients. They'll see you as an expert in your field and be more likely to work with you.

• It's a know-you, like-you, trust-you type of business: In real estate, relationships are key. By building your brand and making an impact with your clients, you'll be able to deepen those valuable relationships.

Social media is a phenomenal medium to spread your brand’s message. Especially by way of video because it allows you to showcase your personality and expertise in a way that image or text formats simply can't. So long as your content marketing efforts align with your brand, you're on the right track.

For all intents and purposes, your brand is:

• Your voice 🗣️

• Your mind 🧠

• Your heart ❤️

• Your face 😇

Nobody does you better than you -- and no marketing medium in existence showcases YOU quite like video!

Maximizing Email Marketing Performance: How Incorporating Videos Can Boost CTR by 65%

Incorporating videos into your email marketing campaigns can significantly boost your click-through performance. In fact, studies have shown that the increase can be as much as 65%.

As video continues to dominate our feeds as the people’s “preferred media format,” it's important to ensure that you're taking advantage of this trend in your email marketing.

What’s more—given that nonverbal communication plays such a significant role in ALL human interaction—it is not surprising that videos can be so effective at increasing click-through rate (CTR) performance. Nonverbal cues, such as facial expressions (like in the thumbnail of the video) and body language, for instance, can convey a great deal of meaning and emotion, thus giving the viewer more reason to click.

By including a video in an email, you are able to take advantage of the power of nonverbal communication to grab the attention of your audience and convey your message more effectively.

Why Use Videos in Email Marketing:

• Videos can increase click-through rate (CTR) by up to 65%.

• Nonverbal cues in video-thumbnails (like facial expressions) can convey meaning and emotion to engage the viewer.

JUST DON’T EMBED THE VIDEO

That said, though—it's important to note that directly embedding a video file (like an mp4) in your email may trigger mailbox providers like Gmail or Outlook to flag your message as SPAM, thus impeding its deliverability. Your mass emails shouldn’t include attachments, flash, or other types of “rich media”—video included. To avoid this, include a clickable thumbnail image instead that links to a web page where the viewer can watch your video.

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Click-through rate, the way I see it, is arguably the most crucial metric in email marketing because it tells of the effectiveness of your campaigns in terms of getting recipients to take a desired action. Open rates, while still important, may not be as reliable—especially with the release of programs like Apple's Mail Privacy Protection, which can pre-load emails and report false opens. A click, on the other hand, indicates that the recipient wants more—thus, they clicked!

How to Include Videos in Emails:

• Do not directly embed video files, as it may trigger spam filters.

• Use a clickable thumbnail image that links to a web page where the video can be watched.

So, my advice:  take a moment to go over all of your email campaigns: newsletters, drips, automations, and more. Ask yourself, “How can I incorporate more video content into my emails?” And then do what you say to yourself and include more videos!

From Blog Posts to Video Scripts: 6 ways ChatGPT can help business owners create better content, optimize text, and more

ChatGPT is a state-of-the-art language software—a supercharged chatbot, for lack of a more descriptive term—developed by OpenAI.

It's trained on a massive amount of text data and can generate human-like text in response to a given prompt or "seed text." It runs off a complex neural network, which is a type of computer program that can learn by itself by finding patterns in data.

All this makes it an incredibly powerful tool for content creation and language-based tasks.

As a business owner (or just a human conducting your everyday affairs), you're likely always looking for ways to streamline your workflow and make your marketing efforts more efficient. This is where ChatGPT comes in extra handy.

Here are six innovative ways to use ChatGTP to assist with your operational tasks and marketing efforts:

1. Content Ideation:  Take advantage of ChatGPT's ability to generate written content for various formats like blog posts, video scripts, presentations or speeches, social media captions, titles, text messages, image descriptions, chat sequences, and email scripts.
   
   Provide it with an input (or “seed,” if you will) such as a video transcript, an existing social media caption, a list of items or talking points, or a specific topic or subject matter and watch it generate the content with ease.
   
   Unleash the potential of the written word with ChatGPT.


2. Text Optimization:  Fine-tune ChatGPT’s text output to suit your exact needs by additional instructions. For example, tell it to use more persuasive or compelling language, set a word- or character-count limit, switch between first-person or third-person perspectives, rewrite the text to sound more instructive or opinionated and less explanatory, to integrate keywords like or related to “______,” to match the style of the text (e.g. tone, diction, voice, etc.) to a provided sample of writing, like something you’ve written in the past, or even to modify the text to follow a specific rhyme scheme, if you wanted. Take control of the writing process by guiding ChatGPT collaboratively.


3. Script Scrambling:  Create customized video scripts using ChatGPT and then generate unique versions by providing instructions for variations, so each team member or agent can record a personalized video.
   
   For instance, tell ChatGPT to change or remove humor, replace a certain percentage of the words, or modify the writing style. The potential is truly exponential.


4. Topic Summarization:  Use ChatGPT to generate concise summaries of wordy documents or to explain complex concepts or matters.
   
   Get cliff-notes of books or copy/paste a news article—or even a contract, at your own legal discretion—and then ask ChatGPT questions that need answering.

5. Tone Tweaks:  Use ChatGPT to help you write tricky text messages or email replies to avoid certain tones or phrasing that may come across as nervy or placating or excuse-making, for instance.

   
   Simply explain the situation, the relationships between the parties, your objectives, and your concerns (i.e., “I don’t want it to sound like I’m trying to ______,” for instance) and ChatGPT will help you articulate your thoughts and guide your words. It will even explain its rationale.


6. Technical Assistance:  Use ChatGPT to script or fix spreadsheet formulas, share advice on schedule optimization, debug or code CSS, HTML, or any another software language, write, update, or rework your biography, generate and format keywords and copy for ad campaigns, translate any text to any language (real or imagined), write property or job descriptions, formulate interview questions, reply to online reviews, brainstorm ideas, organize a plan, compose video thumbnail text, optimize your SEO - titles, keywords, tags, meta-descriptions and so much more. We’re just getting started, friends!

Bottom line, ChatGPT is a powerful software that can help you streamline your workflow and make your marketing efforts more efficient. As a business owner, it’s critical to identify ways to make your operations run more smoothly—tasks like the ones listed above. By understanding the capabilities of ChatGPT, you’ll be in a spot to get more out of it.

4 Tips for Crafting an Effective Welcome Email for Your Real Estate Business

Welcome emails are a powerful marketing tool that can significantly boost the success of your email campaigns. In fact, they tend to have a 4-times higher open rate and a 10-times higher click-through rate compared to regular-styled bulk emails. This is because welcome emails are sent to individuals who have already shown an interest in your brand and are expecting to receive emails from you.

Email service providers like MailChimp and ActiveCampaign, for instance, make it easy for businesses to create automated welcome campaigns for anyone who joins their email list. These platforms provide a range of tools and features that allow you to easily design and schedule welcome emails to be sent automatically to new subscribers.

To create an effective welcome email, follow these four recommendations:

1. Thank and Remind New Subscribers: Be sure to thank new subscribers for opting in to receive emails from you. This not only shows your appreciation, but it also serves as a reminder of why they are receiving your emails in the first place, affirming their decision to subscribe.

2. Let Your Subscribers Know What to Expect: Provide your subscribers with an idea of what they can expect from your emails in the future. This might include the frequency of your campaigns, the types of content that you will be sending, or any special promotions or offers that you have planned. By providing this information up front, you can help/prime your subscribers better understand how to use your emails to their advantage.

3. Share Some of Your Top Resources: Consider sharing some of your top resources or past edition emails with your new subscribers. This gives them a sense of what they have been missing out on and can help to affirm their decision to opt in to your email list.

4. Encourage Address Book Addition: Encourage your new subscribers to add your email address to their address book. This can help to prevent future emails from landing in their spam folder, ensuring that they receive all of your correspondence.

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Sidebar: As a real estate agent, it is common to purchase leads through sources such as Zillow, PPC advertising, and open houses. While these leads may have consented to receive emails from you, they are not the same as organic subscribers who have actively chosen to receive emails from your business.

However, leads can still be interested in your services and open to hearing from you. By sending a well-crafted welcome email, you can introduce yourself and your business, provide value, and potentially turn a lead into a client. While it may be necessary to tailor your approach slightly for leads compared to organic subscribers, a welcome email can still be an effective marketing tool in this scenario. Just be sure to follow best practices for email marketing, including obtaining explicit permission before sending emails to individuals who have not opted in to receive them.

Overall, welcome emails are a crucial part of any email marketing strategy. By following these recommendations, you can create an effective welcome email that helps to build a strong relationship with your subscribers and drive greater engagement with your brand.

How to "Fill the Funnel" and Stand Out as a Real Estate Agent in 2023

As a real estate agent or REALTOR®, it's crucial to stay on the lookout for new lead generation opportunities in order to fill your pipeline. With more agents in the market and fewer sales projected for the year ahead, competition is only going to increase. This means that it's more important than ever to stand out and establish yourself as a top choice agent in your local community.

Loads of agents, I fear, are gonna play it passively—doing what they’ve been doing like nothing’s changed. They’re in for a surprise.

One way to stand out is by utilizing tried-and-true tactics like hosting open houses or updating your profile on agent referral sites (e.g. Homelight, UpNest, and so on). These simple methods can help you connect with potential buyers or sellers in your local market.

Another key to success is to stay connected with your database, that is, your past clients and sphere-of-influence contacts. By consistently staying in touch and offering valuable information and assistance, you can become the go-to real estate agent for these individuals. Building mindshare is crucial for capturing market-share in the competitive world of real estate.

In addition to these traditional methods, it's also important to consider the role of personal branding in your lead generation efforts. This can include getting reviews, utilizing video marketing, and stepping up your email marketing efforts. By building a strong and recognizable brand, you can differentiate yourself from other agents and, as a result, attract more business.

Overall, the key to success as a real estate agent is to be proactive and constantly seek out new lead generation opportunities. By filling your pipeline with a steady stream of leads and building a strong personal brand, you’ll be positioned to dominate in 2023.

New Instagram Features: Group Profiles, Candid Stories, and Notes

As a business owner, it's important to stay up-to-date on the latest and emerging social media features in order to connect with both current and future customers. That said, look no further! Here's a rundown of the latest and emerging Instagram features in 2023 you need to know about:

• Group Profiles: A feature that allows users to create and join profiles to share posts and stories with a specific group of friends. This new feature seems akin to Facebook Groups.

• Candid Stories: A feature that allows users to capture and share what they’re up-to in real-time. This looks like an attempt from Instagram to compete with BeReal. It’ll function much like TikTok’s NOW feed, whereby Candid Stories will only be visible to “friends”—which is an unclear term—who’ve also posted a Candid Story that day. Facebook intends on testing the same functionality.

• Notes: A short messaging feature that allows users to share thoughts and updates with friends in the platform’s Inbox section. Like Stories, Notes last for 24 hours. Additionally, they can only be seen by followers whom you also follow or your designated Close Friends and are limited to 60 characters. Note replies present as DMs.

Now that you're up-to-date on the latest Instagram features, it's time to start thinking about how you can utilize them to benefit your marketing efforts.

23 Marketing Channels to Boost Your Business in 2023

As you consider your marketing strategy for the new year, it's important to think about the various marketing channels that can help you reach your customers and clients. From cross-platform video and social media to email marketing, local SEO, and voicemail-drops, there are many options to choose from. Here is a list of 23 marketing channels to consider incorporating into your strategy for 2023.

1. Cross-platform VIDEO + CONTENT + SOCIAL: Create and share video-first content across various platforms and social media sites. It's important to consider the specific preferences and behaviors of your target audience when determining which platforms to use:  e.g. Facebook, Instagram, TikTok, YouTube, LinkedIn, and so on. Focus on creating content that is relevant and useful to your local community.

2. Email marketing: Send targeted and personalized emails to your subscribers in order to nurture leads, contacts and, ultimately, to promote your services. Always include a clear call-to-action and segment your email list to send relevant content to specific groups.

3. Cold/warm calls and/or voicemail-drops: Reach out to potential customers or clients via phone calls or voicemail-drops. Use this channel to personally connect with people and to follow-up on leads.

4. Texting and/or DMs: Use text-messages and/or social media messages (e.g. Instagram Direct, Facebook Messenger, WhatsApp, et al.) to quickly reach out to people and/or send targeted promotions or updates. Monitor the rules to do so in compliance. Consider testing chatbots (e.g. ManyChat) to lead-capture or automate routine customer conversations, FAQs, or questionnaires.

5. Events + parties: Host or participate in events or parties to connect with people in-person and build-up brand awareness. This could include hosting a party for clients, happy-hour get-togethers, or for instance, a block-party in your geographic farm area.

6. Open Houses: Conduct open houses regularly to meet prospective buyers and/or sellers. The lead-generating faculties of open houses are often overlooked. Don’t make that mistake. Promote them to build-up your brand, personally invite the neighbors to attend (some may become future sellers), and ready yourself for some mega follow-up. Most leads aren’t ready when you meet them, so be prepared to keep in touch. 

7. Google Business Profile: Claim and optimize your Google Business Profile as well as actively manage and respond to customer reviews. Your Google Business Profile is of considerable importance. If you wanna leverage it for all it’s worth, check out my roughly 3-hour, on-demand training:  GOOGLE BUSINESS BOSS😎. Click HERE to learn more.

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8. Google Ads galore: Use Google Search campaigns to capture leads and Display Network ads targeting (or retargeting) your audience(s) on other sites and apps across the web. Local businesses should also consider Local Services ads. Search campaigns target specific keywords and appear in search results, while Display Network campaigns target specific audiences and appear on various websites and apps.

9. Alternate PPC: In addition to Google Ads, there are other PPC (pay-per-click) platforms such as Bing Ads and DuckDuckGo Ads.

10. YouTube ads: YouTube is the largest video sharing platform, and it offers various types of ads including in-stream ads (which play before, during, or after a video) and in-feed ads (which appear in the suggested videos column). They’re massively underutilized and capable of reaching a wide audience…. So get after it!

11. Social ads: Use social media advertising on platforms such as Facebook, Instagram, TikTok, and LinkedIn to reach specific audiences and promote your business. For instance, use these ads to promote your organic content to an audience of your choosing, to drive traffic to your website, or to generate leads.

12. Print/Postage: Use print materials such as flyers, brochures, or postcards to create consideration for your business.

13. Blogging: Use a business blog to share expertise, industry updates, and company news with customers. Consider repurposing your social media content—each post becoming its own blog.

14. Podcasting: Host or appear as a guest on a podcast to share your expertise to cultivate an engaged audience.

15. Signage/outdoor-advertising: Use physical signs or advertisements in outdoor spaces to promote your business. This could include storefront signage, billboard ads, or event banners. Mind your budget, of course.

16. Sponsorships: Sponsor events or organizations to build brand awareness and show support for your local community. This could include sponsoring festivals, sports teams, schools, or other events or organizations. You may even sponsor a local podcast, for instance.

17. Online profiles: Create and optimize profiles on review or directory sites such as Yelp, Zillow, Realtor.com, and so on to showcase your business and manage your online reputation. Sites like these have tremendous SEO—so don’t neglect their importance.

18. Agent directory sites: Run a Google search for the “best REALTOR…” in your marketplace and see who’s running ads. Odds are it’ll be agent-referral sites like Homelight, UpNest, Dwellful, MyAgentFinder, and so on. The ones paying for ads are likely the ones most worth ensuring your profile is properly set up and optimized in order to reach inquiring customers.

19. TV commercials: Consider using TV commercials to reach a wide audience, but be mindful of your target audience and budget. You may also look into media purchases with streaming services like Amazon Prime or HULU.

20. Radio ads and/or radio show: Explore radio advertising to reach a local audience, or host or be a guest on a radio show to share your expertise and build your personal brand.

21. Local publications: Consider advertising in local newspapers, magazines, or other publications to reach a targeted audience in your area.

22. Door knocks/drops: This channel involves physically going to people's homes or businesses and promoting your products or services. Door-drops refer to leaving promotional materials at people's homes or businesses.

23. Online groups/communities: Join and participate in online groups or communities on platforms such as Facebook Groups or Nextdoor to connect with and promote your business to a hyperlocal audience. Follow the guidelines and rules of each group and be respectful of the community.

With so many marketing channels available, it can be overwhelming to determine the best ones for your business. It's important to test and measure the effectiveness of each channel, and to continually review and adapt your strategy as needed. By staying up-to-date on the latest marketing trends and technologies, and by staying true to your brand and target audience, you can set yourself up for a successful 2023.

The Importance of Building Credibility with Video on Social Media: Don't Just Chase Followers

Are you a real estate agent who’s considering giving up on social media video marketing because you're not seeing the followers or views you desire? If so, you may be mis-measuring whether or not what you’re doing is working.

It's important to remember that social media success isn't just about gaining followers or becoming “social-media famous.” To the contrary, it's more about building a reputable brand and making an impact with your clients. Granted, it’s reasonable to expect hearts, likes, comments, views, and so on—after all, those are algorithmic signals that your content is resonating with users.

Notwithstanding, if you've ever had a client mention one of your published videos during an appointment, for instance, then your video marketing efforts are already working.

Real estate is a know-you, like-you, trust-you form of business. If your videos are consistent with your brand and help to establish you as a credible and reliable source of information, then you are on the right track.

So don't be discouraged if you're not seeing the vanity metrics. They matter to a certain degree, of course—but only because the algorithms care.

Instead, focus on creating high-quality, informative videos that align with your brand and help to establish you as a trusted source in the real estate industry. Your efforts will pay off in the long run as you build a strong and reputable agent-brand.

The Magic of Multichannel Marketing: How to Boost Your Brand and Drive Sales in 2023

As a business owner or marketer, you know that the key to success is getting your brand and message in front of as many people as possible. And the best way to do that is through multichannel marketing. I call it multichannel marketing magic.

For instance, if someone sees your marketing across multiple channels versus only in one place, it forms an illusion 🤹‍♂️ that they’re seeing and experiencing your marketing more frequently than is actually the case. That means more bang 💥 for every buck 💵 in your budget.

You may, for example, spot a product on a billboard while driving, and then, that same day, see it again in an ad online. Now, suddenly, it has your full attention—as if you’re seeing it EVERYWHERE. That’s the illusion of multichannel magic.

So… If you had, say, a $1,000/month marketing budget—to spend it all in ONE place versus allocating it across multiple channels would be, the way I see it, borderline wasteful. The trick is for folks to see you EVERYWHERE, over-and-again.

Don't just rely on one channel for your marketing efforts. Embrace the power of multichannel marketing and take your business to the next level.

6 Overlooked Places to Include Calls-to-Action (CTAs) to Boost Conversion Rates

If you want more business, sometimes it’s simply a matter of presenting customers with an offer.

A call-to-action (CTA) is a statement or button that prompts a prospective customer to take a specific action, like visiting a certain web page, downloading a PDF, or filling out a contact-form.

Some calls-to-action are “lead-generating” in nature and some are “lead-converting.”

• Lead-generating:  e.g. home valuation offers, a custom home search, downloading a buyer- or seller-guide, or sign-up for a newsletter.

• Lead-convertring:  e.g. schedule a buyer or listing consultation, making a referral, or placing an inbound call, text, message, or email.

Loads of businesses overlook the importance of calls-to-action in their marketing usually because they aren’t clear on the customer’s journey and, thus, don’t know which offers will or won’t move customers forward. My advice:  define your CTAs and incorporate them all throughout your marketing. 

Including calls-to-action throughout your marketing can help to clarify the desired action for your audience, track the effectiveness of your marketing efforts, and ultimately, yield more business.

6️⃣ Overlooked Placements to “Nest” Your Calls-to-Action:

1. Email Signature:  Your everyday emails have nearly a perfect open rate. What’s more, the average professional sends 40+ emails a day. All that said, your email signature is a prime spot to incorporate your business’s calls-to-action. Keep it non-excessive, though—too many CTAs will water-down your results.

2. Google-Business-Profile Products:  Use the Products section of your Google Business Profile to link-up your calls-to-action. For example:

• Search for homes

• Request a home valuation

• Schedule a property tour

• Download buyer/seller guide

• Join the team

3. Social Profile Link-in-Bio:  Profiles on platforms like Instagram and TikTok apportion users one clickable link in their profiles. What’s more, these sites don’t permit links to be included in posts. Thus, the "link-in-bio" functions as “link dispatch,” of sorts. Use tools like Linktr.ee or Liinks.co to direct traffic to your content and CTAs.

4. YouTube Default Text:  In your YouTube Studio, tap Settings and then Upload Defaults to compose pre-set text in the Description field that’ll appear automatically with every next video you upload. Formulate text that'll drive viewers to your calls-to-action:  e.g. social media links, key landing pages, your sign-ups, and so on.

5. Pinned Posts:  Use the "Pinned Post" feature of platforms like Instagram, Facebook, and TikTok to feature select posts. For instance, pin a post that’s the most exemplary of your content in terms of what new followers can expect of you and/or pin a video that outlines what you do and how customers can opt to do business with you.

6. Messenger Chatbots:  Messenger bots (like ManyChat) are activated by direct-message keywords. In your Instagram bio, for instance, instruct users to message you terms like “Buy” or “Sell” to activate automated chat sequences tailored to your CTAs—like a home search, home valuation, or a different type of offer. Construct custom dialogues to your liking.

Google Ad to Promote Your Google Business Profile at the Top of the Local-Pack

Wanna run a Google Ad that promotes your Google Business Profile in the highly coveted “Map-Pack” section of Google’s search results page? Say “YES!” if you’re marketing a local business!

The Map-Pack (AKA the “Local-Pack”) is a section in Google’s search results that lists the top three Google Business Profiles adjacent to a square-shaped map whenever someone searches for a type of local service. If someone runs a search like, “Best REALTOR in Charlotte,” for instance, Google will display a Map-Pack.

The money—in terms of getting FOUND by prospective customers—is in the Map-Pack because customers are generally inclined to search for a type of business versus one in particular. If a customer looks up your business by name, for instance, they’re obviously not discovering you for the first time.

Up until recently, the only way to rank in the coveted Map-Pack was to have done so organically. However, Google seems to be testing a new ad placement top-of-list in the Map-Pack.

It’s called a “Local Search Ad,” which, technically, can appear in Google Search or Google Maps. It’s different from a traditional Google Search Ad in that it directs traffic to your Google Business Profile versus your website.

To run one, just search your business name in Google to load your Google Business Profile control panel, tap the “Advertise” button, and click-through the steps in Google Ads’ guided wizard. (If you don’t see a guided wizard, then your Google Ads account is probably set to “Expert Mode,” not “Express Mode.”)

When you come to the step that asks for “Keyword Themes,” choose terms applicable to buyers and sellers who are searching for agents, not houses, for instance.

Chances are, it’ll automatically incorporate themes like “ Houses for Sale,” et al. My advise:  remove those and add in themes like “Listing Agent,” “Real Estate Broker,” and so on. The point is for your ad to place in the Map-Pack, which appears when someone searches for a type of local business, not houses for sale.

Gen Z’s Top Social Media Platforms (and How It Impacts Brand/Business Marketing)

Per a Yahoo-conducted survey, Gen Z’s most-used social platforms include:

• YouTube:  88%

• Instagram:  76%

• TikTok:  68%

• Snapchat:  67%

• Facebook:  49%

• Twitter:  47%

Though Gen-Zers aren’t necessarily in-market for buying/selling homes (yet), it’s essential to monitor the trends in terms of which platforms are gaining the most adoption so you can allocate your efforts/energy accordingly.

Candidly, different polls and surveys over the past several years have produced different findings. For instance, some polls have shown YouTube as the top-utilized Gen-Z platform for years. However, per Yahoo’s recent findings, two platforms, in particular, have seen rapid adoption within the Gen-Z demographic over the past year or so:  YouTube and TikTok.

No matter the report, survey, or poll you take into account, a few trends appear to be universal:

A. TikTok’s growth is explosive!

B. YouTube definitely hasn’t peaked.

C. Instagram’s still growing—but in a less-exciting way.

That being said, here are my practical takeaways:

1. A brand without VIDEO is INVISIBLE. On search engines and social networks alike, video is the cash of currency.

2. Platforms with robust search 🔎 tools are growing. Evidently, users wanna discover the content most relevant to their interests. Go figure🙄

3. Platforms with the best content are the most desirable. It’s less about attributes or features of a platform and more about its community of creators. The point being, if the best content creators, in your opinion, are on TikTok or YouTube, for instance, then follow ‘em.

Home-Valuation Seller Lead Generation Campaigns for Realtors in 2023

About two weeks ago I participated in a MEGA listing-agent mastermind hosted by Tom Ferry. We’re talking about agents/teams listing-and-selling hundreds of homes a year.

Each member of the mastermind shared their top tactics for generating seller business and, to my surprise, home-valuation styled campaigns are paying-out dividends right now.

I know, I know… you’re thinking… “Weren’t those overplayed like four years ago⁉️” That’s what I thought too.

However, as real estate headlines fear-monger about the future of housing ad-nauseam, consequently, many homeowners are wondering about A.) the value of their home and B.) the timing of their next move.

Tools like HomeBot, NAR’s REALTOR® Property Resource (RPR), CloudCMA, or HomeValueLeads, for instance, equip agents and/or teams with websites that capture seller contact info when performing an automated/aggregated range of value to inquiring homeowners. Just like always, though:  the money’s in the follow-up. 📲

At a super high level, there are a couple different ways to deploy a campaign like this:

• PAY-PER-CLICK:  Setup search campaigns across Google, YouTube, Bing, and DuckDuckGo that link to your home-valuation landing page.

• DIRECT MAILERS:  Print and distribute a simple mailer that states the offer directly above a QR-code hyperlinked to your home-valuation landing page.

The part that was most astounding to me was the impressive rate of conversion these agents/teams have been achieving -- anywhere from 1.5% up to 10% of leads entering into signed listings w/in 30 days of initial lead-capture. In case it’s not self-evident:  WOW! 🤯

Beat Social Media Algorithms by Establishing a Content Cadence 🔂

It’s never just ONE video — it’s a video show! Lemme explain…

The typical Instagram user follows between 150 and 200 accounts and spends, on average, 53 minutes a day in the app. Moreover, they divide their attention between multiple feeds:  Home, Explore, Reels, Stories, DMs, etc.

What’s more, the conventional Instagrammer posts four times per week (per Shopify research). Bearing all that in mind plus accounting for paid promotions and AI-suggested content, for instance, it all adds up to A LOT of competition for eyeballs and attention.

The fact is, your next post will only be seen by a fraction of your followers.

And so, consequently, it’s imprudent to put all your eggs🥚in the basket 🧺 of a single video or post. Why? Simple… because not everyone’s gonna see it. In reality, every video posted is merely a cog in the ⚙️ wheel, so to speak. You’re building-up a body of work.

That means you’ve gotta get super clear on the overall mission of your content. What’s your overarching/underlying objective? Odds are, it’s to generate business—i.e., buyers and sellers. Notwithstanding, you obviously can’t just say “list with me” or “buy with me” all the time. That’d get old real quick!

My advice:  produce content that treats followers like clients. Share advice endlessly and nobody’s gonna call you salesy; they’ll just call you. 📲

A one-off video is, for all intents and purposes, invisible. On the other hand, VIDEOS—all working together—will build your brand.

How to Market Your Business on Social Media When it’s ALWAYS Changing

Social media is kind-of unstable. Hear me out…

Algorithms change at random, platforms rise and fall, media formats come and go. Instagram, for instance, is so hellbent on keeping up with TikTok, that it’ll practically abandon its core competences in reckless pursuit.

Nonetheless, content marketing IS modern marketing. It’s like I’ve said time-and-again:  marketing without content is like a bow without arrows. It’s empty! So don’t mishear me… because I’m definitely NOT advising that you cease your social media efforts. At the same time, don’t let it be the end-all-be-all.

End of day, WHAT are you building and WHERE else are you leveraging your content? For example, in blog posts, digital ad-campaigns, or repurposed in postcards? (Remember my “thumb-mailer” video? https://bit.ly/thumbmailer).

Frankly, content creation is way too much work to limit its distribution.

Given the ever-changing impermanence of social—it’s critical to have at least one foot of your marketing on a steady base. Like email, for instance—always there for you, steady as a rock. So build your list of subscribers! Video may be my favorite marketing “format,” but—as far as marketing channels go—email’s the G.O.A.T.