|
This month, I’ll keep my message to you simple and straightforward: Quick monthly recap of what we’ve rolled out… Did I miss anything? Cheers, This Month’s Top 5 Marketing Tips
Exchange thoughts with other agents and access exclusive, Company News
SAVE THE DATES:
Tuesday, October 3rd, 2017 – Thursday, October 5th 2017 Tawd Frensley, our VP of Sales & Marketing, will be a featured guest speaker at the Residential Real Estate Domination Summit! Reserve your free ticket today by clicking the image below.
 Looking for a way to help agents and/or employees affiliated with any Realogy branches (including CENTURY 21, Coldwell Banker, Better Homes and Gardens Real Estate, Citi Habitats, Climb Real Estate, Coldwell Banker Commercial, Corcoran Group, ERA, Sotheby’s International Realty, NRT LLC) impacted by Hurricane Irma and Harvey? Consider donating via Realogy Charitable Foundation (RCF)’s Realogy Disaster Relief Fund (RDRF). Top Infographics
  |
Archive for September, 2017
How Facebook Ads Can Increase Listings, Sell More Homes, and Generate More Leads
by Andy Coffaro
You’ve probably heard about or have fiddled to some degree with Facebook ads. Others of you may have steered clear until now. In either scenario, now’s a good time to review what Facebook ads are and how they can help your real estate business increase listings, sell more homes, and generate more leads.
You probably already have multiple marketing strategies in place ranging from referrals and word of mouth to print ads in the local newspaper.
These are all fantastic initiatives, and Facebook ads might be another to ad to your marketing repertoire to maximize ROI.
A quick note before we get to the topic at hand: PropertyMinder’s own Vice President of Sales and Marketing, Tawd Frensley, will be presenting at the Domination Summit next month. Register today for the online event to hear Tawd and other industry leaders talk about the local real estate crisis and how to adapt to what buyers and sellers really need. You’ll also get critical training on the value your website simply must provide to your clients.
Tickets to the online Domination Summer are free if you register now, and the content will be available from October 3-5 for two days. After that, it’ll be locked behind a paid wall.
Now let’s dive into how Facebook ads can help your business increase listings, sell more homes, and generate more leads.
How Facebook Ads Work
Facebook ads target your potential real estate clients based upon demographics, location, and information they’ve provided in their profiles.
So let’s say you want your ads to appear into front of 35-50-year-old males and females that live in San Francisco, California, and work in the tech industry. Simply check off and enter the appropriate information, set your budget, and bid for individual clicks or impressions your ad will attain. That’s it. You’re done.
The goal of your ads
Facebook is not Amazon.
That is to say, people go on Facebook to connect with friends, upload photos of their dogs, and see what their favorite author, band, musician, and more are up to.
Users are not on Facebook to browse or purchase products as they do on Amazon.
With that in mind, we’re not saying you shouldn’t promote your best or latest listing, but Facebook is probably a better outlet to get people to like your Facebook business page, sign up for your newsletter, enroll in your webinar, and things of that nature.
Now you’re attaining warm leads at an affordable rate.
Like the website Kissmetrics says: “They [Facebook ads] should be used to generate demand, not fulfill it.”
Let’s get visual
While targeting your audience is critical to the success of your ads (having them appear before a broke college student isn’t going to provide you with value), the use of images is equally important.
If you do decide to promote an open house, for example, the image that appears in user’s feed on desktop and mobile should be the absolute very best photo of the home. It should stop users from scrolling and grab their attention.
If the ad is to promote your services, use the very best headshot of yourself that promotes warmth and trust.
Clean copy
Once you’ve stopped folks in their scrolling tracks for a few seconds (which on social media is equivalent to a lifetime), make sure the text gives a clear and concise explanation of the photo.
If you’re promoting a house, give the location, price, and the home’s best details. If the ad features a stunning photo of your smiling face, give your readers a call to action that tells them how you’ll make their lives easier during their home selling or buying process.
Once again let’s lean on Kissmetrics and their very creative “AIDA” approach to writing Facebook ad copy:
- (A)ttention: Draw users into the ad with an attention-grabbing headline.
- (I)nterest: Get the user interested in your product by briefly describing the most important benefit of using it.
- (D)esire: Create immediate desire for your product with a discount, free trial, or limited time offer.
- (A)ction: End the ad with a call to action.
Where are you sending people?
We touched on this a bit earlier, but think about where you want to send people after they click on your ad. Here are just a few actions that can take place when your ad is clicked:
- You attain a new Facebook Like
- You drive users directly to a webpage featuring a specific home
- You drive users to an email sign-up page
- You drive users to a landing page you built for a specific purpose (email sign-up, free webinar, free 15-minute phone conversation, etc.).
Facebook ad resources
As you can probably imagine, this is only the tip of the real estate iceberg when it comes to Facebook ads. Entire books have been written about the subject, but we know how busy you are. That’s why we’ve provided all kinds of great articles below that can provide you with the comprehensive information you need to get started today.
Of course, if you ever need additional advice or help building your ads, we can certainly help with that.
We hope this helps!
More marketing advice can be found on our featured Tip Of The Week Archive page.
Helpful Facebook Ad Articles from Around the Web
High-Level Overview from Facebook
https://www.facebook.com/business/learn/facebook-ads-basics
Deep Dive into Advertising on Facebook
https://blog.kissmetrics.com/deep-dive-facebook-advertising/
How to Generate 100 Real Estate Seller Leads with Facebook Ads in 2 weeks
https://www.jasonfox.me/real-estate-seller-leads-with-facebook-ads/
The Ultimate Real Estate Facebook Marketing Playbook
http://curaytor.com/blog/The-Ultimate-Real-Estate-Facebook-Marketing-Playbook/19221
The Facebook ad all real estate agents should be running to get ‘likes’
https://www.inman.com/next/the-facebook-ad-all-real-estate-agents-should-be-running-to-get-likes/
Why Facebook Ads are a Gold Mine for Real Estate
http://blog.homespotter.com/2016/07/20/why-facebook-ads-for-real-estate/
Homeseller Outreach Challenge.
We have written the scripts (as conversation starting points and/or complete navigations).
You have the contacts (hopefully safely stored in your personal CRM).
What we propose:
Call 1-2 homeowners (i.e. – your potential homesellers) each week.
Having in-hand conversation-starters and content to smoothly navigate through phone calls can undoubtedly lessen your anxiety and improve the quality of your relationships.
However, the trick is (obviously) to not come off as “scripted” in your tone and delivery. Be professionally casual and honest. Ad libbing is a nice touch, too! Need someone to “rehearse” with? We’re all ears.
What to have handy:
– Your Homebrella network: essentially all of the home care quotes, insight and resources (your trusted service providers’ information) that folks need to get answers, and get things done.
– Know what’s up with insight on some of what’s trendy and effective: 8 of the most popular home improvement trends amongst homeowners, illustrated tips for boosting their home’s curb appeal, bathroom ideas that are big on storage and style, cheap landscaping ideas that’ll rake in cash later.
Agent: Hey there, ____. This is ____ from ____. How are you doing?
Can you believe how fast this year has gone by? I just wanted to touch base again and see how you (and your family) are doing!
Client: I am (we’re) okay, thanks. How are you?
Agent: I’m doing great, thanks for asking. Just keeping busy and trying to stay in touch with folks.
Safeguarding homes is a big topic these days. How’s yours holding up? Are you ready for the winter season? The reason I ask is because I have a network of affordable, local service providers I can happily refer you to (including roofing, HVAC, landscaping, plumbing – you name it!).
Client: a) Yes / b) No
Agent: (respond accordingly, have service provider names on hand.)
a) I’m glad I asked! What kind of projects are you needing help with? (Jot down their requests, provide the resources via your Homebrella network)
b) Ah, gotcha. Well, if it ain’t broke, don’t fix it – right? Well, in case something does come up – instead of searching and scrolling through Google or Angie’s List, and calling places left and right, for answers, quotes and resources – I’m here to make things super convenient for you.
Any home care project you’d like to get underway in the future, consider me your starting point.
Client: Thank you.
Agent: By the way, speaking of your home, I’m not sure if you keep up with the market – but it’s definitely shifted to become a sellers’ market.
Client: a) Really? I had no idea. / b) Yes, I was aware.
Agent: a) & b) Yes! Several of my listings this past year sold for more than the listing price, believe it or not
Client: That’s interesting, great, etc.
Agent: Yeah, I think so too! Have you ever thought what your home is worth?
The reason I ask is ‘cause it never hurts to have a home evaluation, even if you’re not thinking of selling anytime soon. Ya know? Most folks who request these are just curious, and some find it handy in the future.
Client: a) Yes, I’d be interested. / b) No thanks, I’m good.
Agent: a) Wonderful! I can e-mail you a CMA (Comparable Market Analysis), or we can meet for coffee one day and I can bring you printed info – whichever works best for you.
b) Okay, well if you change your mind I can always forward you info
Client: a) Yes, e-mail / b) Yes, let’s meet / c) No, thank you.
Agent: a) Great! I’ll send that your way and set you up on alerts about activity in your neighborhood – like I said it never hurts to know!
b) Great, is there a day and time that works best for you? / c) Do you mind if I e-mail you something just for future reference?
Agent: Thanks for taking the time to chat with me! As your personal agent, it’s my job to keep you up to date on all things real estate. I’m so glad I was able to connect with you today and hope we can stay in touch!
END
How ‘Bout That Weather? (+6 Signs It’s Time To Sell)
Weather across the nation has been rather…volatile (yeah, that’s putting it mildly).
From Hurricanes Harvey, Irma and Jose, to intermittent thunderstorms during a 107°+ heat wave in the local San Francisco Bay Area – weather is a hot (and somewhat terrifying) topic these days, to say the least.
You care about your clients, right?
Then, why not express it more often and at every relevant, honest chance you get (i.e. – in light of these bizarre weather patterns, show some urgent, genuine concern for folks’ well-being as we head into an unpredictable fall/winter season)?
What does that mean and look like?
It means delivering professional, top-notch resources they need to fully safeguard their home, family and property. It looks like a home care networking system called “Homebrella” that connects your homeowners and you with quality service providers in their specific area to ensure every (potentially life-saving) job gets done in advance.
So, pick up the phone and start a conversation:
Hey there _____! How’ve you been?
Just wanted to give you a ring and see how you were doing.
Can you believe all of this extreme weather?
It’s tragic and frightening to think where conditions that devastating could hit next.
(If they live in affected/devastated areas – obviously ask how they are holding up and/or provide the following:Resources for people interested in helping Hurricane Irma Victims, Resources for survivors of Hurricane Irma)
It’s also really got me thinking.
I want to make sure all of my clients’ homes are prepped, reinforced and ready to handle anything Mother Nature sends their way.
So, I’ve put together a list of some of the most important home care maintenance tips as we head into the fall/winter/stormy season. I’d love to email you some helpful info, if you’re interested?
If YES:
Great! I’ll get that over to you, right now.
I’ll even include a quick checklist on “6 signs it is time to sell your home” – you might be surprised with a few of them – I know I was!
By the way, if you have any specific home care or improvement requests for resources – like, the most affordable service providers in your area – let me know since I have a database that can connect you with the right folks (including roofing, plumbing, flooring, electric, landscaping, HVAC, cleaning, etc.) Whatever you need, I can get it covered.
Thanks for taking the time to chat. My best to the family! Take care.
If NO:
Okay, sounds good!
By the way, if you have any specific home care or improvement requests for resources – like, the most affordable service providers in your area – let me know since I have a database that can connect you with the right folks (including roofing, plumbing, flooring, electric, landscaping, HVAC, cleaning, etc.) Whatever you need, I can get it covered.
Thanks for taking the time to chat. My best to the family! Take care.
Follow-up list of fall/winter home care preparation tips (+ “6 Signs It’s Time To Sell Your Home”)
1) Prepare Your Home for Fall and Winter (+Unpredictable Weather Conditions)
2) 5 Home Maintenance To-Dos in September
3) Making Your Home “Winter Ready”
4) 6 Signs It’s Time To Sell Your Home
5) 30 Tips To Get Your Home Ready For Fall
Extra Listings For You: Simple Strategies, Tools (+ Scripts) To Follow.
Howdy,
We’re getting very blunt and cutting to the chase: You want listings. We can help you get them.
If you’re a visual learner, you’ll love this infographic (see below) that I created to illustrate 3 simple listing-generation strategies.
*Plus, for more tips on boosting your inventory – including easy, step-by-step scripts to navigate conversations with your homesellers – be sure to check out:
–More Listings in 2017: Your Starter Kit
–Let’s Double Your Chances They Sell Their Home With You
Really hoping this helps – and that we can connect, soon.
Tim
408.213.4668
tim@propertyminder.com
More marketing advice can be found on our featured
Tip Of The Week Archive & Current Tip Of The Week webpages.
Convince Homesellers To List With You (+ Hot Market News & Free Social Media/Mobile Tips)
We see the personal stress and strain the decrease in homes for sale is causing folks (namely, agents like you) first-hand. And we’re prepared and ready to do something about it.
San Jose, CA (home of PropertyMinder headquarters) has, once again, skyrocketed as the 2nd hottest seller’s market in the nation,* reflecting a “very low inventory that exists in most markets, along with steady buyer demand.”**
The stakes are high. And some home sellers aren’t wasting any time.
A local home seller “‘just figured this market couldn’t go much further,’ [so he] ‘sold his home — [that he bought for] $700,000 in 2004 — for $2 million, all cash. [He explained:] I just didn’t want to get short-changed. It seemed like the right time.'”**
The right time. To sell your home. We couldn’t agree more.
Isn’t it time you ensure every possible effort is being made to convince folks that NOW is the time to sell with you (and increase your inventory in the process)?
When you’re ready to beat the odds, together, let us know.
We’re ready to act when you are – but we should really get the ball rolling, soon.
Tim
408.213.4668
tim@propertyminder.com
*(Source: https://goo.gl/Ue3CY1)
**(Source: https://goo.gl/4mtHbk)
– August Tips Of The Week –
5 Best Ways To Connect With Homebuyers and Homesellers On Facebook
Are You Missing Out On Homesellers Via Mobile Devices?
– Company News –
An important message from our VP Of Sales & Marketing, Tawd Frensley:
“We have begun our New MLS Search migration.
This is an automatic change for all clients that will be done over the course of a month or so.
We also have some new exciting tools in the works that we will be announcing very soon.”
– Read a little more about our New MLS Search by clicking here.
– Or click here to see it in-action on a live, one-on-one demo.
***New Webinar Lineup & Schedule***
To accommodate agents – ALL webinars will now be hosted on
Mondays at 10:00 am (PST) and Thursdays at 2:00 pm (PST).
Featured topics include:
– Generating Listings (Seller’s Corner)
– Making Your Website Worth Visiting
– Database Relationship Building
– Staying Connected To Your Buyers (MLS Search)
There’s No Place Like Homebrella
Forget Angie’s List, Yelp and Google. Homebrella renders you “All Things Real Estate.” Home Purchase. Home Values. Home Listed. Home Care. Home Improvement. A definite Home Run… Read More or Get Started Today.
