In the real estate marketing game, there’s no shortage of self-promotion.
It’s a fine line, walking between getting your name out there, promoting your successes...and simply promoting your ego.
In your direct response marketing, it’s imperative to craft your ad around your prospect, their needs and providing them value.
If you do this, you will immediately stand out from 95% of your competition.
Facebook ads or even simple posts that have copy written only about how great the realtor is won’t compel anyone to click.
I don’t care how many houses you sold last week or how many BMW’s your commission checks bought you.
I only care about whether or not you can help me solve my problem. If I can’t answer that question from your ad, chances are I’m not clicking or calling you.
It’s too easy for many agents to get locked into the habit of posting or advertising about how great they are, how much they outsell others, and how “I love my job, I sold 3 houses this month therefore I must be God’s gift to real estate.”
I get it, you may be pretty good at what you do, and you do need to let people know you’re a solid agent, but when it comes to new client acquisition, you must appeal to THEIR needs, not your own.
I recently read a fantastic book called The Go-Giver. (Excellent, highly recommend!) It discusses how to be truly successful in business and in life, one must learn the ability to give value.
One of the book’s tenets is “Your true worth is determined by how much more you give in value than you take in payment.”
In any kind of marketing, the most successful businesses put the needs of their potential customers first. They provide prospects value and show them that they truly care about helping them solve their problem by offering a solution.
In real estate, a very “Look at me” line of business, positioning yourself as the person who can solve a home buyer or seller’s problem and provide value before any money even changes hands, will set you apart.
Offer new home buyers a list of the top homes in the area at a certain price point, offer sellers a free home evaluation, get them on the phone and find out exactly what their needs are and help them solve their problem.
Consider what you’re putting out there with your ads or posts. Read them as if you were a prospect.
Would you respond to you?
Click the button below to find out how you can provide value and gain warm leads!
Any realtor who is worth their salt invests heavily in their marketing. You can be the best agent in the world but if nobody knows you exist, how will you ever be successful?
Today, there are endless ways to market one’s self. This is great and not so great all at the same time. Great because there’s so many options, and not so great because, well, what do you choose? Death by options.
The best realtors have a marketing strategy and they stick to it. However, they also aren’t afraid to pivot and adapt when it comes to staying on the cutting edge of marketing.
This leads me to the 3 sins I see so many agents commit when it comes to their marketing. Avoid these and you’ll be ahead of 90% of your competition:
1. Falling victim to “shiny object syndrome.”
This is by far the most deadly marketing sin a realtor can commit and is the best way to ensure you end up in a perpetual cycle of crummy results. “SOS” is the practice of wanting to dip your toes into every form of marketing but only sticking with your choice long enough to ensure you see terrible results. You’re distracted by the allure of a different form of marketing every month.
Agents must pick their preferred platform and stick with it for 3-6 months minimum. For example, you’d be amazed by the number of agents I’ve spoken to who have claimed to use Facebook Ads (most are only “Boosting” and that’s also a terrible idea) and stated it was useless and a waste of money. When I ask how long they’ve actually been using the platform, I’d say the average answer is “about a month.”
Especially if you aren’t utilizing professional help with something like FB ads, how can you expect glowing results within such a short time frame? If you don’t stick with a strategy and tweak and optimize over time, you’ll never have a chance at seeing positive results. Pick one main platform for acquiring new leads and maintain 2-3 supplemental forms of marketing. Stick with them, become an expert at them and watch your clientele grow.
2. Being inconsistent with your chosen avenues.
Building trust is a huge part of being successful in sales. As a realtor, you need your clients or prospects trust if they are going to let you guide them through the home buying or selling process. There’s no better way to lose the trust of a current client or never gain it from a prospect than inconsistency.
When you pick your marketing avenues, you need to dive in hard and fast and keep your foot on the pedal. If you aren’t showing up in people’s FB newsfeeds with an ad every week, aren’t hitting your current clients with a mailer every month and don’t have a steady drip of emails to your list, you aren’t being consistent. Like the old quote goes, “stick with something long enough and you just might be successful.”
3. Not marketing to your new and current clients.
The National Association of Realtors reports that only 23% of clients use the same agent they purchased their home with to then help them sell their same home. Only 23%!!! This crazy stat proves one thing...marketing CANNOT stop once your prospect has become a client. But too often agents forget this little nugget and lose out on the best kind of business, repeat business.
All agents must employ an “after the sale” marketing program. Assuming you provided them astounding service and helped them buy or sell with success, these clients are going to be some of your best assets. This is where your supplemental forms of marketing are most effective i.e. emails, mailers, personal notes on holidays and life events etc.
By staying in front of them consistently, you’re always reminding them of their great experience with you and they will become your top referral source, your cheerleaders and your repeat customers. If you forget about them, they’ll forget about you.
Final bonus tip: Don’t be afraid to invest in help with your marketing. Especially when it comes to paid advertising on platforms like Facebook, there are people who are experts in this field (yes, myself included...shameless plug) who can get you the results you want without you having to lift a finger. Just like I don’t expect you to go learn Photoshop and create, print, and mail your own mailers, I don’t expect you to get onto Facebook Advertising and know what to do to be successful.
Marketing yourself and drumming up business shouldn’t have to be your biggest headache. Pick your mediums, invest in them and stick with them. Being the jack of all real estate marketing trades will only ensure you will be the master of none.
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I want to pose a question to real estate agents.
Why are you ignoring your largest demographic of homebuyers?
In case you aren’t aware, Millennials are your largest demographic. They make up 36% of homes sales and that number rises every day.
So why aren’t you marketing to them?
“But Brien, I do market to them what are you talking about?? I just bought billboard space, bus bench ads, urinal cakes, paper mailers and $1k worth of emails to cold call on!”
“SMH” says the Millennial (“Shake My Head,” in case you aren’t familiar).
Want to know how I know you aren’t marketing to Millennials like me? You aren’t advertising in the world us Millennials spend the most time in, Facebook.
The missed opportunity is huge.
Let’s do some math:
Breaking this down to your local market still equals thousands upon thousands of people that you can market to in this demo alone.
An added bonus? The National Association of Realtors states that 90% of Millennial homebuyers choose to pair with an agent to guide them through their first home purchase.
They stated that the top benefit that their agent provided was helping them understand the homebuying process. Give one Millennial an exceptional client experience for their first purchase and you’ve created a client for life who will also happily refer you to their homebuying friends.
There are all sorts of silly reasons realtors don’t or won’t use Facebook Ads. But what certainly kills many businesses and leads to stagnation in others is lack of innovation, lack of adapting, and a lack of embracing the future.
That’s where many realtors are today, stuck in the belief that the traditional ways of marketing will yield them the best results. Most still refuse to adopt new methods of lead generation despite proof that it is incredibly lucrative. Almost as if proven results are a mere myth.
This behavior is what sunk companies like Blockbuster or the Taxi industry as a whole. Netflix was innovative. Uber was innovative. They took over.
Agents or agencies who don’t adapt or fail to innovate will surely fall behind their competition who do.
Facebook advertising for real estate is on the verge of being THE mainstream way to build your lead pipeline, connect with your prospects, build your authority, and sell more homes.
Act now, or come back in two years so I can tell you “I told you so.”
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This past winter, my wife and I bought our first house. After we moved in, we realized something that we didn’t even think to ask about when we were shopping for homes. Our water was so hard that we could see the flecks of calcium and magnesium in a glass of water. So through the magic of Google, I discovered our town is well water, not city water, thus making it extremely hard. To remedy this, we needed a water softener.
So off we go to the home and garden show in search of a local company who could help us out. We spoke with three companies. We learned everything we possibly could about water quality (I swear I’m an expert now) and took home all sorts of information and system prices to digest.
Now, these three companies offered similar systems at similar prices. So what’s the difference, how did we choose which company would earn our business? It turns out the decision was pretty easy. Only one of these companies properly followed up with us consistently.
The Monday after the show, the sales rep called me and offered to schedule an in-home water test to which I agreed. By the end of the week, they completed the test and laid out the best solutions for our problem. Not ready to make the financial commitment yet, I told the rep maybe next month. So what did she do? Four weeks later she called to check in.
Long story short, I put her off for three months before we said yes. All the while, she politely checked it with me by phone and included me on her email newsletter every other week. In the end, she earned our business because she followed up with us.
Those two other companies? One didn’t call me for over a week and the other, I kid you not, just called me YESTERDAY. Ten months after we spoke! Needless to say, I was happy to inform them we chose the company who knew how to properly follow up with us.
Speed to the lead and lead nurturing in any business is key, but in real estate, it separates the top 1% of realtors from the other 99.
When you wisely utilize Facebook ads to build your clientele, you typically end up with anywhere from 1-5 leads per day. These leads must be contacted immediately and nurtured fully. This is why in all my discovery calls with prospective clients, I always ask what their follow up system is and how well they adhere to it. Without an effective system, your leads will be dropping like flies.
The cost of not following up properly can be enormous. For every lead an agent doesn’t follow up with, that could be one commission they’ll never see. Multiply that by the 30 leads they failed to properly follow up with over the month. There’s no telling how much revenue that they’ve left on the table. Not to mention the wasted advertising or marketing time and dollars spent to acquire those leads.
Lead generation is a numbers game. The more leads you collect, the more you can follow up with and load your pipeline with current and future sales. Don't lose money by failing to follow up.
Ask me about my lead follow up system that my clients use to lock down new clients every month. While we're at it, we'll talk about your FB ads!
Copywriting for your real estate ad may seem like the easiest aspect. Just say what you’re advertising, right? It’s quite possibly the most glossed over aspect of ads and it shows in many of the ads that are floating around out there.
Great ad copy isn’t just flawless grammatically. Great ad copy is strategic. It is written to get the reader to do EXACTLY what you want them to do; click on your ad and submit their information.
Agents who handle their own advertising or farm it out to someone who knows just as little as they do when it comes to copywriting typically have ads or posts that are word vomit.
JUST LISTED!!!! (emoji emoji emoji) Cute ranch at 123 street ave has all the charm in the world with beautiful kitchen remodeled floors updated bathrooms new roof fantastic master!!! (Emoji Emoji) Don’t forget the sensational patio with huge back yard for Rufus to run around in and kids to play! Open house this Sunday be sure to come visit or call me! This house won't last long! Price $XXX,XXX #annoyinghastag #annoyinghastag #annoyinghastag #annoyinghastag.
Nothing makes me want to smack a realtor upside the head more than posts/ads that look like this. Nobody likes reading this trash. It overwhelms their mind, screams amateur hour, undermines the quality of the property you’re trying to sell (not to mention your ability to advertise), and ultimately results in no clicks and no leads. If you’re a realtor reading this and this is exactly what your posts look like, sorry I’m not sorry. Tough love is a good thing.
Real estate copy is short, sweet and to the point. It should flow like a waterfall. There are different ways to achieve this flow, but here’s a pretty basic version that always converts:
The top of the waterfall is bringing them in, the middle tells them what your listing offers, and the end encourages them to act.
Ad copy that isn’t compelling, doesn't stand out, isn’t easy on the eyes and doesn’t have a call to action will never result in warm leads for your listings. Do it right the first time and repeat. You’ll be thankful you did.
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Every day I’m baffled by the lack of real estate agents who use Facebook Ads to gather warm and exclusive leads. In fact, it’s the reason I got into this business. There’s a gaping hole in the utilization of FB ads in real estate and the potential for growth is absurd. But in addition to the agents who aren’t using ads, those who are, typically aren’t using the correct campaigns to their advantage.
I run into so many agents who are hesitant to even consider ads. I get it. It’s a newer marketing medium, in many areas it’s unused so there’s a dearth of testimonials, and it’s unfamiliar to many agents thus making it time-consuming to look into.
Let’s dive into the top 5 reasons why realtors aren’t using FB ads and why it’s actually hurting their sales.
1. Using FB Ads is too expensive.
Let’s knock this one out right off the rip. FB Ads is actually the LEAST expensive form of direct response marketing. Plain and simple. Let’s break FB ad spend down. As I’ve explained in a previous post, FB ad spend is calculated on a per day budget that you choose. My recommended starting point is $15/day budget per ad. So monthly, if you run an ad every single day of a typical 30 day month, you’re looking at an investment of $450/month. Depending on your area and the local competition, real estate ads on Facebook average anywhere from $1-10 per lead. For my clients, I average $1-5, depending on locality.
Now let’s compare FB ad spend to Zillow Premier Agent. On ZPA, you’re limited to zip codes you’re willing to pay for and the average cost per lead in the Midwest is $30. Oh, and did I mention these leads are shared by 3-4 other agents? And those results are based on a typical $3,000/ month budget. In my estimation, the ROI with FB is the clear winner.
2. I “tried” ads before, wasted money and found no leads.
When an agent tells me this, I will ask “Tell me, are you “Boosting” your posts and think that you’re advertising on Facebook?" Nine times out of ten the answer is “yes.” I’ll say it again and I’ll forever scream it from the mountain tops, BOOSTING IS NOT FB ADS!!
When you’re actually using FB ads, you’ve set up the platform from where you run ads, FB Business Manager, and it’s from there that you choose the correct lead generation campaign types. When all you do is Boost posts, you will inevitably waste money. Use the Business Manager platform (I can help with that!), choose the right campaigns and it will be impossible to waste your money.
3. Already spending lots of money on other forms of marketing.
Many realtors feel as though their marketing budget is already stretched thin, which I understand, you need to be smart with your marketing dollars if you want to be profitable. But you need to do an audit from your current efforts and assess what forms are actually contributing to sales and resulting in a positive ROI.
FB ads are going to be your least expensive option for warm leads and highest potential recurring ROI. And it’s all measurable. We know this already. Some of the top realtors who have allotted as little as $300 per month in FB ads have netted 30-40 extra sales per year. Compare this to spending $300 per month on local mailers and I’m willing to bet sales from FB ads will win every time.
4. Nobody will willingly submit their info for ads.
Simply put, this just isn’t true! Besides the fact that people submitting their info to my agent’s ads is how I make my living, people who are compelled to want to learn more from a professional and well-targeted ad will submit their information willingly because they’re genuinely interested in what you have to offer. Have you ever submitted your information to receive more info on a product, service, newsletter etc.?
It’s the same concept, people who are interested in your listing or interested in finding a realtor will be compelled to enter their information and excited to receive a call from you. And with Facebook’s targeting ability, you can be sure your ads will be seen by people most likely to take an action. When you have great advertising help on your side, the leads will come!
5. It’s too much work.
Well, I can’t argue with this one! It is a lot of work to curate successful Facebook Advertising campaigns. It’s not a simple 5 click process like Boosting a post. It takes months of training, continual learning and experience to become an ads expert.
You wouldn’t expect me to get my real estate license on Monday and start closing multiple deals by Friday, would you? Likewise, I wouldn’t expect a realtor to set up an ad account on Monday and be flooded with leads by Friday. It takes knowledge, expertise, and experience in any field to start seeing results. Realtors need to be focused on serving clients, nurturing new leads and selling homes. Any good agent wouldn’t half-ass any of those duties, so why risk half-assing your FB ads? Hire an expert, cultivate your new daily leads, and close more deals!
Take your sales to the next level with Facebook ads. Let me know you're ready by clicking the button below!
As a real estate agent in today’s day and age, it’s vital to have a presence on Facebook. If you’re reading this, chances are you understand that already.
But what exactly does it mean to have a “presence?” Does it mean posting once a week? Five times? What should you be posting? How much time will this take?
Ultimately, it’s up to you. But if you’re serious about growing your book of business, you better be engaged on Facebook.
Millennials are quickly making up the majority of the home buying market and where do they all hang out? On Facebook. You do the math.
Now, for those of you agents who think just posting a few times a week on your page is an adequate “presence,” here’s a little secret you may not be aware of: Facebook has greatly cut the organic reach of posts. Down to 2-3% to be more specific.
This means that only 2-3% of your followers will even see your generic, organic posts. You’re probably thinking, “well what the heck am I even posting for?” I can tell you there’s still good reason to do so, but it needs to be done strategically. This is where employing the power of Facebook ads can make a huge difference in your reach.
By using ads, you can be sure that your ad (which can even be written to look like a post) will be seen by hundreds of people every day. As I’ve said before, Facebook has us all by the horns. You have to pay to play the game, however, the good news is that it’s extremely affordable and lucrative when done correctly.
Advertising on FB will net you warm leads every day, so it’s something you should already be doing or considering. Pairing well-done ad campaigns with consistent organic posts will improve the reach of both and can even lower your ad costs. It’s a win-win.
It should now be clear that there are two routes you can take: Only post organically and have next to nobody ever see your content...or unleash the power of Facebook ads for your benefit and have your ad/message seen by hundreds of people every day and collect WARM leads consistently.
Have questions about your organic approach? Want to start running ads? Let us know and we can start strategizing today.
One of the biggest questions my real estate clients have is the ad budget. The budget is key when it comes to the number of times your ad will be displayed in a 24 hour period.
Facebook displays the way you spend money on ads as a daily budget. You set the budget, and Facebook will spend an average of whatever that number may be. Some days when the algorithm identifies more opportunities to be seen, they will spend no more than 25% over your set budget. To average that out, on days with less opportunity, it will spend less to make sure to stay within your average.
When running conversion or lead form campaigns for realtors, I use $15/day as a rule of thumb. I strongly recommend this number as a minimum because once you dip below that number, you typically won’t have your ads seen by enough people to let the algorithm properly optimize your ad.
Since Facebook runs on auction-style bidding, the higher your budget, the more your ad will be displayed. Just like an actual auction, the more money you bid, the better your chances are of winning that item.
Now, this doesn’t mean you can’t get away with having a lower budget. Depending on your area and the local competition for ads, you could spend less and still get measurable results.
If you’re in a lesser populated area with fewer agents running ads, you may be able to get leads with a $10/day budget, though I STRONGLY recommend against dropping into the single digits.
If you’re in a big city with lots of competition for ad space, $15 needs to be your minimum and chances are you’ll need to raise it to compete.
It’s natural for everyone to want to spend the least and make the most, but investing in Facebook ad spend is one of the best things you can do as a real estate agent. You never know when a lead you spend less than $5 to acquire can turn into a sale and a sizable commission.
The only way to know is to start with a competitive budget and then test and find out!
Are you ready to sit back and watch warm leads come your way? Let us know you're ready to get started.
Targeting is a very important aspect of running a successful Facebook Ad campaign. When we “target,” we are talking about our target audience, or who we want our ad to be seen by. If your targeting isn’t set correctly, you could be wasting a lot of your money.
When it comes to targeting on Facebook Ads, the sky is the limit. Facebook has endless amounts of data. Data that we users have voluntarily given them and data collected on our actions, which in the user agreements, we agreed to let them collect whether we read the fine print or not.
As a real estate agent hoping to utilize Facebook Ads, this data is gold.
The three main forms of targeting are by age, gender, and geographic location. You have the option to target anyone from age 18-65+, only men, only women, or both, and in any geographic range you choose, down to one specific address or worldwide.
From here, you can further target in “detailed targeting.” You can narrow it down to people who have certain group affiliations, likes on specific pages, job titles, interests...you name it.
But here’s the secret: As a realtor, you do not want to shrink your audience. Any detailed targeting will reduce your reach. You may think you want to target people who are part of real estate groups or frequent real estate pages, that means they’ll be more likely to opt-in to your ad.
This is not necessarily correct. I’ll play devil's advocate here: Are people with specific real estate interests more likely to have real estate connections or already be set in their real estate needs? I say there’s a good chance of that, therefore they may not care to click on your ad.
When it comes to a real estate ad, your goal needs to be being seen by as many people in the area as possible. So how do you ensure that?
It’s simple. Open Targeting.
All you need to do is target by age, gender, and geographic radius to your area or listing address. For example, target all men and women age 25-64 within a 10-mile radius of the listing. You need as broad a range of people to see your ad as possible and Facebook will best optimize to a wide audience.
Keep your targeting open and watch those WARM leads flood in!
Frustrated with your targeting or don't have time to handle your Facebook Ad campaigns? Find out how we can help relieve this headache and contact us today!
The Boost button. It stares you in the face after every post. The pop-up hits you every time after you hit submit, “Do you want to Boost this post now and reach thousands more people?”
Like many realtors looking to grow your online presence, you’re probably like “Yeah for a few bucks, why not have my post seen by a thousand more people?? That means so many more people will see me and want to call me up to work with them! Yay more clients!”
Here’s the skinny about the almighty Boost button: It probably isn’t doing for you what you think is or want it to do. I’m not here to bash the Boost button. It has its functionality and place in your Facebook marketing strategy, but in order for it to be of benefit to you, you need to optimize its use to fit your end goal.
Realtors and brokers usually have two goals when it comes to advertising on Facebook: Get more buyer/seller leads (that are WARM) and build their brand authority in the area. The key to the above sentence is “advertising.”
Let’s be clear: Boosting is NOT Facebook advertising. Boosting is taking an organic post and showing it to more people based on the amount you want to spend. While this may get you “seen” by a few more people, it does not give you the chance to collect any leads.
Boosting posts without any kind of supporting Facebook Ad campaign is akin to burning your money.
As we discussed in the previous post, Facebook advertising gives you the ability to actually collect information submitted by the user, aka WARM lead via the “conversion” or “lead generation” campaign type. Boosting does not offer this ability because it essentially is the “engagement” campaign type without you really knowing. Sure you might get some people interacting with your post, but no way to convert them into a lead.
This isn’t to say boosting is useless for a realtor. Boosting is a great way to supplement a solid Facebook ad campaign.
For example, let’s say you’re running a great listing ad campaign alongside a buyer leads ad campaign. If your budget allows, running a Boosted post that promotes a recently sold listing is a great way for people to see your recent successes while they’re also being served your current listing ads. It’s a superb way to help build your successful brand.
Don’t be fooled into thinking you’re Facebook advertising if you’re just Boosting your posts. Put your budget into the real deal; Facebook ads.
So go forth and utilize the Boost correctly!
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