Monday, April 6, 2020

    A few months ago, we began to sift through the various social media platforms and whittle down which were most worthy of a real estate agent’s time. At that time we compared Instagram and Facebook.

    We promised to continue this quest in a “part two” article down the road.

    And, right now, with stay-at-home orders in place, and many agents focusing on social media, we decided there was no better time than the present to complete this topic.

    The following statistics define what additional social media platforms to focus on and what to avoid to ensure the best ROI.

    Always start with the demographics

    In their attempts to pitch their services to real estate agents, social media marketing companies are notorious for using vague statistics.

    For instance, one company gives agents “10 Reasons Why Every Realtor Needs An Awesome Instagram Account.” Reason number one is that Instagram

    “… boasts over one billion active monthly users and over 500 million daily users.”

    While that’s impressive, unless you sell real estate internationally, this number is completely useless to you. Why pay to advertise to someone who lives on the other side of the globe?

    What you need to know is how many Americans use a platform. In Instagram’s case, it’s 116 million, which is only 11 percent of the total active monthly users.

    Then, you should find out the primary age groups that use the platform. Instagram’s largest user group (64 percent of all users) is between the ages of 18 and 34 (Gen Z and younger millennials).

    Remember, NAR’s studies show that the largest group of homebuyers are those between the ages of 25 and 43 (millennials) and baby boomers (age 56 to 74) make up the largest group of sellers.

    Realtor marketing postcards for neighborhood updates
    The Neighborhood Update postcard is available in the Neighborhood Update Series under Postcards

    The average age of each, however, is 47 and 57, respectively.

    Thinking of Pinterest?

     Pinterest is wildly popular with American women, or “deciders” as the folks at Pinterest call them. Here are the details you need to know to determine if it’s a platform you want to spend time on:

    • 83 percent of American women between the ages of 24 and 54 use Pinterest (Pinterest.com)
    • 43 percent of these users say they’ll buy a house sometime between now and 2025. (Pinterest.com)
    • When looking for information on buying a home, 21 percent of Millennials use Pinterest (Better Homes & Gardens survey of homebuyers)

     You may want to do a cost-benefit analysis before you jump on the Pinterest bandwagon. It’s quite time-consuming so unless you have a dedicated marketing person or social media manager on the team, it could end up eating much of your valuable time.

    When your pins and boards are optimized, however, Pinterest can be a powerful way to steer traffic to your website.

    How is Twitter for real estate agents?

     Because it’s in the media so often, Twitter seems a lot more popular than it is – at least with adults.

    •  Nearly 80 percent of all Twitter users live outside the U.S. (Omnicore Agency)
    • More than 65 percent of Twitter users are males
    • Nearly 40 percent of users are between the ages of 18 and 29

    Real estate agents should look long and hard at the first and third Twitter facts in the above list. The U.S. audience is small and it’s composed largely of people outside the home buying and selling age range.

    The Looking For Expert Advice postcard is from the Get More Listings Series under the postcard section

    If you love Twitter, there’s certainly nothing wrong with using it for personal stuff, however.

    TikTok

     Just what every real estate agent needs: yet another social media/video app to consider as a marketing tool.

    Since the majority of real estate agents aren’t in Gen Z and aren’t even Millennials, an explanation is probably in order here.

    TikTok is “The app where Gen Z vies for 15 seconds of fame,” according to Slate.com’s Heather Schwedel. She goes on to describe it “as a social network for amateur music videos.”

    This newcomer to the “Oh-my-God-you-need-to-be-using-this” video-sharing platform has become an obsession with teens. In fact, half of TikTok’s users (globally) are under the age of 34, with the vast majority of them between 16 and 24.

    When was the last time you had a 16, 17,18 or even 20-year-old real estate client?

    Then, 80 percent of the app’s most frequent users reside in China, but India accounts for nearly half of all new users.

    Are you licensed to sell real estate in China or India?

    What you’ll hear from marketers trying to get your business:

    • Users spend about 52 minutes each day on the app
    • The app is the most downloaded from the Apple App Store
    • “One of the great reasons why it’s so great for real estate is because, simply, not many people in real estate are using it”
    • “You see a lot of people like Gary Vee . . . talking about how TikTok is something you need to be going all-in on.”

    We had to laugh at that last one, since Gary Vee sells, among other things, sneakers. TikTok supplies the ideal targeted audience for that product.

    You, on the other hand, hopefully, sell HOMES. TikTok, at least right now, is an utter waste of time for real estate agents.

    What’s not a waste of time? Facebook, whom we highlighted in our last article on social media marketing and LinkedIn.

    The Neighborhood Update Free Offer postcard is available in the Neighborhood Update Free Offer Series under Postcards.

    For buying ads, we would seriously consider NextDoor.

    Send the Neighborhood Update Free Offer postcard from the Neighborhood Update Free Offer Series to your Farm or an area where you want more listings.
    Keep them informed about what’s going on right now in their marketplace.

    Need help targeting a specific niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

    PLUS: When you have time…here are some Free resources we’ve made available to support your success.

    1. The 12 Month Done-For-You Strategic Marketing Plan

    The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

     

     

    2. The Free One-Page Real Estate Business Plan

    Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

     

     

    4. Become a Listing Legend Free eBook 

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

     

     

     

    5. The Free Online ROI Calculator

    Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

     

     

     

    3. The Real Estate Marketing Guide “CRUSH IT” 

    The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

    During this unprecedented time, we realize the importance of “business as usual” for our customers.

    To meet this goal, we have implemented several strategies to help protect the health of our team and their families, while maintaining our services for you.

    In keeping with CDC guidelines, our programming, graphic design, and client care departments are all working from home. (If you hear a dog barking in the background when you call us, don’t be alarmed!)

    In our production department, we expanded our physical work areas to allow at least six feet in between each person. We are also limiting the number of people who are in the facility at the same time.

    As a mail service provider, ProspectsPLUS! is designated as an “essential business.” In the event of a stay-at-home order in our area, we will remain open.

    In addition, the United States Postal Service is designated as an essential government operation, and will not shut down.

    We have designed new marketing Postcards that address the Coronavirus to help you keep in touch with your prospects. Our client care team is ready to help.

    Just give us a call or email us anytime from 8am – 8pm EDT Monday – Friday


    PROSPECTSPLUS.COM

    CALL: (866) 405-3638

    EMAIL: support@prospectsplus.com


    THREECLICKPOSTCARDS.COM

    CALL: (866) 405-3644

    EMAIL: tcp@prospectsplus.com


    MLSMAILINGS.COM

    CALL: (866) 999-6576

    EMAIL: becky@prospectsplus.com


    Thanks and stay safe!

      Generate more future leads with your neighborhood page

      Did you know that the most powerful lead-generating pages on a real estate agent’s website can and should be the neighborhood or community pages?

      Sadly, for too many agents, they aren’t. Although these pages provide important information to visitors, too many aren’t doing the heavy lifting of luring new visitors to the site. Why?

      Inaccurate understanding of how to set these pages up for lead generation success.

      For instance, one agent website provider offers up a blog post about features to include to create an “Unbelievable Real Estate Neighborhood Page.”

      • Home prices
      • Community description
      • Neighborhood photos and videos
      • Area statistics
      • School rankings
      • Local attractions

      They then show examples of these features “in action.” Of the two agent websites shown, neither showed up within the first FIVE pages of Google results for their neighborhood pages.

      I don’t know about you, but an “unbelievable” neighborhood page should generate leads.

      So, how do you get yours to do that?

      Optimize those neighborhood pages

      Although the pages we viewed on the aforementioned websites are full of valuable information about the various communities, they will never rank unless and until they are SEO optimized.

      Even then there is no guarantee you’ll show up on page one of Google, especially if you work in a major market, such as San Francisco, Chicago or New York.

      Optimizing your pages may, on the other hand, yield huge results for smaller-market agents.

      The Sanitizing Your Home Free Report is available under the Free Report section
      Start with the title

      Your first impulse when creating a title for a neighborhood page is naturally going to be something along the lines of “Homes for Sale in [Name of Neighborhood].”

      But, check this out: There’s an agent in New England who titles all of his neighborhood pages “Realtors Guide to [Name of Neighborhood].”

      We don’t know what led him to make this decision but it might be that he felt the names of the neighborhoods were too competitive to rank well on their own.

      His decision is brilliant, however. We ran a search for “Realtor [Name of Neighborhood] and he ranks on page one of Google for three out of four communities. For the fourth, he ranks in the number one spot on page two of Google results.

      While the volume of searches for this term are most likely quite low, we imagine this agent gets the lion’s share of leads when it is used.

      Tip: If you choose to go the traditional route, avoid using the term “real estate.” It’s not a term that consumers frequently use. In fact, Google ads research shows us that “homes for sale in” receives nearly 9.5 times more impressions than “real estate for sale in.”

      Additionally, the former results in nearly 5 times more clicks than the latter.

      Sprinkle longtail keyword phrases throughout

      Longtail keywords typically include at least 4 words, but often more than that. Some to consider include hyper-local phrases such as:

      • Homes for sale in las vegas with a view
      • View homes for sale in las vegas
      • Oceanfront homes for sale in Waikiki
      • Homes for sale in Hopkins near the blake school

      Work these into your neighborhood descriptions as naturally as possible. For instance:

      “The best neighborhoods that offer ocean-front homes for sale in Waikiki include . . .”

      Tip: If a neighborhood is known locally by a name that’s different than what appears on the map or the official name, don’t be afraid to use it in your long-tail keyword phrases.

      Don’t stuff

      While you want to avoid keyword stuffing, there are areas of a neighborhood page that will give your keywords the most bang for the buck.

      These include:

      • The title of the page
      • The first sentence on the page
      • The URL link
      • Several subheadings
      • Image alt text
      The Sanitizing Your Home content card is available in the Content Card Series under postcards.

      If you don’t have neighborhood pages on your website, it’s time to fix that.

      Send the Sanitizing Your Home content postcard from the Content Card Series to your Sphere and/or Farm to keep them informed of how to stay safe during the coronavirus.

      Need help targeting a specific niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

      PLUS: When you have time…here are some free resources we’ve made available to support your success.

      1. The 12 Month Done-For-You Strategic Marketing Plan

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

       

       

      2. The Free One-Page Real Estate Business Plan

      Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

       

       

      4. Become a Listing Legend Free eBook 

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

       

       

       

      5. The Free Online ROI Calculator

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

       

       

       

      3. The Real Estate Marketing Guide “CRUSH IT” 

      The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

        The Perfect Stay-at-Home Marketing Activity

        Imagine what the future would look like if you could stop cold calling, door knocking or chasing after FSBOs indefinitely – or at least cut way down on those activities?

        Ditching the more distasteful aspects of your real estate lead generation routine may be possible, if you vow, right now, to get serious about your CRM database.

        Warm calls are so much more pleasant and knocking on doors where people are happy to see you beats the alternative.

        Make building better relationships with people you already know, the center of your current stay-at-home activities.

        How’s your sphere of influence?

        Agents who have been in the business for more than a minute tell horror stories about friends and even family members who “forgot” that they were in real estate and listed their homes with another agent.

        In fact, NAR statistics says,

        “The typical real estate agent earned 13 percent of their business from repeat clients and 17 percent from referrals from past clients and customers.”

        Look at those numbers – they’re pathetic, aren’t they? Especially when NAR surveys say that nearly 90 percent of real estate consumers say they would use their agent again in the future.

        Past clients know you and, hopefully, they like and trust you. Shouldn’t agents be getting more than 17 percent of their business from referrals from them?

        We get it. Agents have a ton of irons in the fire during the typical work week and keeping in contact with their SOI typically ends up as a low priority.

        What would happen, though, if you moved it up on the list? Made those warm contacts (instead of contacting strangers) a priority? You’ll end up top-of-mind with your sphere when someone mentions buying or selling a home.

        Customize a postcard from the DIY Series with a personal message offering ways to help stay busy.
        Step 1 to get your real estate business on the referral track

        Organize your database. Yeah, it doesn’t sound like a whole lot of fun, but it’s necessary to keep you on track. And there is no better time to do this than right now, while you’re at home.

        If you already have an organizational method, you’re one step ahead. If not, let’s create a simple one.

        Start by grouping your contacts. There are many ways to group them, so choose labels that make sense to you. Some suggestions include:

        • Hot leads (people you don’t know yet)
        • Cold leads (again, people you don’t know)
        • Sphere (or “family,” “friends” “ladies I play tennis with” “past clients”)
        • Vendors
        Feel free to create subgroups, if it will help you to stay organized. Some of these may include:
        • Immediate family members
        • Extended family
        • Closest friends
        • Acquaintances
        • Neighbors
        • People you met through your kids
        Share fun, family ideas with your Sphere with the Recipe Series. Don’t forget to add a custom note.

        Thanks to the folks at TopProTraining.com for some of those ideas. Check out their list for more.

        Kim Hughes at KimHughes.com suggests that the next step in setting up your database to help you succeed should be to go through all of the leads, checking the information you have on them and adding anything that comes to mind.

        At a minimum, Hughes says you should have the contact’s full name and the name of immediate family members. Naturally, you won’t have family member info for some contacts, such as leads.

        Then, take some time to pick up the phone and start calling people. Start with folks you know, like past clients, relatives, and friends.

        Let them know they’re in your thoughts and you’re checking in to see if you can help them with anything.

        While on the phone, tell them you’re updating your database and want to ensure you have their correct contact information:

        • Verify that the addresses, both snail and email, are current.
        • Best phone number to contact them.
        • Birthdate is an important one (folks LOVE getting birthday greetings). The birthdate might be a tough one to ask, but tell them you like to reach out to people on their birthdays. You don’t need a year, so that may make the question “Hey, when is your birthday?” a bit easier to ask.

        Get ideas for these conversations at TheRealEstateTrainer.com.

        Listen carefully to their end of the conversation for any tidbits you can add to their spot in your database.

        Then schedule a follow-up call, or a reminder to send a card, depending on what they’ve told you.

        This is a project that, although it needs to get done sooner, rather than later, is one that can be done in chunks. Hughes brilliantly recommends starting the organization process with your past clients.

        But do schedule those time chunks and vow to stick by the schedule. Before you know it, you’ll have an organized, clean database, making your real estate lead generation a much more enjoyable and rewarding process.

        Use the Just Listed Series to create a custom postcard for your “Open House Virtual Tour”
        Do you have current listings to promote? Create “Virtual” Open House postcards for your current listings using the Just Listed Series and promote them through social media, on your website, and through mailings.

        Need help targeting a specific niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

        PLUS: When you have time…here are some Free resources we’ve made available to support your success.

        1. The 12 Month Done-For-You Strategic Marketing Plan

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

         

         

        2. The Free One-Page Real Estate Business Plan

        Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan.  – Click Here

         

         

        4. Become a Listing Legend Free eBook 

        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

         

         

         

        5. The Free Online ROI Calculator

        Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

         

         

         

        3. The Real Estate Marketing Guide “CRUSH IT” 

        The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted mailing list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

         

        You might like the following episode from our Take a Listing Today Podcast.