Dean’s marketing career spawned from the real estate industry back in 1988. He started out like every other agent — making 100 dead-end cold calls a day. Then he discovered the world of direct response marketing and knew he’d never have to make a phone call again.
If that sounds like a reality worth pursuing, watch/listen to the episode from start to finish because Dean reveals real estate marketing secrets only 30+ years of experience can deliver. Until then, chew on these actionable tips and episode highlights to tie you over.
If Dean had to start from scratch as an agent, he would…
Take a listing-centric approach to the business where everything would revolve around getting and marketing listings rather than focusing on a buyers centric approach.
Closing Deals with Email Marketing
In most cases, agents are chasing people away by calling them. If you avoid that route, you still have the opportunity to continue the relationship with a long-term payoff.
Emails enable you to engage in conversation with prospects without picking up the phone. Start by sending an initial welcome email to every lead that opts in. Next, take initiative by sending a short, personal email with a simple, open-ended question (i.e. are you an investor or looking for a house to live in?).
Lead Generation and Conversion
Common lead gen killers and Dean’s tried and tested tips to boost conversions.
Squeeze (landing) pages
When it comes to acquiring personal information from leads, less is more. People are more likely to hand over their email address than a phone number so require the bare minimum and follow up with nurture emails. “Realtors are obsessed with getting phone numbers more than anything but it’s not helping at all.”
The Email ‘Super Signature’
Following your name, list 3 bullet points explaining different ways you can help your target audience. Include hyperlinks that make it easy for them to reach their next desired step (and get them closer to being a client).
Don’t dismiss leads who don’t bite within the first 90 days. Focus on the probability of the outcomes rather than their current ‘quality.’ “Treat people like they’re 5-star prospects until they prove they aren’t.” You’ll absolutely close more deals in the long run.
Nurturing for Referrals
For a referral to occur, someone has to:
Notice they’re conversing about real estate.
Think about you.
Introduce you to whoever they had the conversation with.
So how do you keep top of mind so people think of you come crunch time? “Plant a chip” by using trigger phrases and words in your marketing messaging that condition them to think of you when they hear it.
There are several different ways to maximize video exposure, both paid and organically.
Maximize video exposure through paid campaigns
It is quite straightforward to maximize video exposure: Figure out who the ideal audience is, and then target them with an ad that has money put behind it. Our preferred method is the Facebook Ads Manager.
Generally, from a three-second-view standpoint, your results are going to be one to three cents per view. It might be a little bit higher if you’re measuring by 10-second views – four to six cents per view. This is usually pretty consistent.
Maximize video exposure organically
It comes down to content promotion. One way to do this is tag people in the video if you have that option. For example, when we do Over a Pint, we make sure to tag whoever is in that episode as then it can go out to their network as well, assuming they approve the post on their end.
Additionally, you can email it out to your list or post in relevant groups – “relevant” being the key word; don’t just spam it out.
Find those places where you can organically promote it, and don’t forget to send it out to your list.
Then, depending on the video, there are different ways you can approach it.
For instance, we have a plan with our Over a Pint videos. Some of those videos are over an hour. Majority of people still won’t watch the shorter ones. So we’re taking those hour-long videos and cutting them into smaller segments that are only 30 seconds to two minutes long to counter this, highlighting a specific subject that was discussed in the video.
By dividing the longer videos into shorter clips, we’re leveraging them to get more exposure on the full video. It’s not necessary to constantly be making a new video each time – take your longer videos and make them last, while also driving up traffic. That’s smart leveraging.
It is smart to get videos transcribed. Upload them to Rev.com and get some transcriptions done at $1 per minute. You can then turn that into blog posts (much like this one) and also send them out in emails to your database, always redirecting back to the original video. Again, we’ve expanded our game plan and added another layer of leveraging.
Paid exposure – Choose your ideal audience, pay to get it out to them, and choose video views as your objective on Facebook Ads Manager.
Organic exposure – Tag the people in the video and send it out on every channel you have. Make some slight alterations and cut it up into little “bite-size” pieces of content.
If you have any additional questions on this subject, or even on another unrelated subject, send us a message at [email protected]!
The most common Facebook Ad topic that comes up with real estate agents is about boosting posts.
The advice from the experts: NEVER Boost a Post.
You’ve heard this before. How often do you actually get the answer why?
Boosting a post is like donating your money to Facebook. It’s running ads with training wheels on. It will help get you where you’re going without falling down but no one is seriously using it.
When you go to create an ad in the ads manager, the first screen that comes up shows all your different ad objectives.
This screen is the main reason why. When you go hit boost, you’re generally optimizing for engagement.
Facebook is trying to make boosting better. So there is actually an option now to optimize for the traffic objective.
At the end of the day, it’s still better to go through the ads manager and take those training wheels off. Think about how you use Facebook, 20% of people on Facebook actually engage with posts on a regular basis. That means they’re liking, they’re commenting, they’re sharing. There’s a much larger group of people who observe without engaging .
I know that a lot of people see everything I’ve ever posted, will talk to me about it like they’re my best friend. I’ve never seen them like or comment on a single thing I’ve ever posted, though.
Some people don’t like to put themselves out there, but read everything. They’ll watch every video, they’ll click on every link.
If you boost a post, it’s only optimizing for engagement. That means it’s optimizing for that 20% that engages. You often want to target the 80%, because they’re as likely to do business with you.
If you want to optimize for those people who were going to click through and go read an article, you choose traffic. If you want people who are likely to actually watch the video, you choose the video views objective.
Facebook knows who is likely to actually watch a video because they know how you use Facebook. They know some people will comment without watching but others watch a video without commenting.
If your goal is to get people to watch the video, you want to optimize to those people who are likely to watch it.
This is why you don’t boost a post. You can optimize based on what your goal is, and Facebook knows based on user data what they’re likely to do.
They know some people are likely to look at the article you posted without reading it and then comment. They know others will click through and read it. Depending on what your goal is, you want to be able to choose the right one that matches your goal with the ad. You don’t have that flexibility boosting a post on Facebook.
There are other reasons not to boost a post. You can more advanced audience and targeting options. You have more control over leveraging Facebooks ability to learn and improve your campaigns, and so much more. These are more advanced things that when you get to this level you REALLY don’t want to boost.
There’s a lot of reasons not to boost, but at the beginner and intermediate level, the main reason is because of picking the right objectives.
Facebook is constantly improving the boost option. One day it may be worth it and similar to the Ads Manager. There used to be the Ads Manager and the Power Editor, they became closer over a time. Then Facebook merged them into one. Its possible this happens one day with boosting but that day is not today.