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Tuesday, November 19, 2024

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    Without a strategy, your social media marketing plan may just be both a huge time suck and utterly unsuccessful.

    Without a strategy, you are more likely to chase all those shiny objects that make social media so enticing.

    Discipline is what it takes when you’re using social media to promote your business.

    Do you have a social media marketing plan?

    A social media marketing plan will help you stay focused on the reasons you’re using social media for your business. These reasons might include:

    • Consistent exposure for your brand. 
    • To keep in touch with those in your sphere and remain top-of-mind with them.
    • Generate new leads.

    The first step in your plan should be the judicious choice of which social media platforms you’ll spend time on for marketing purposes.

    The Animal Series is shown above. To see more, Click Here.

    Sure, it’s easy to fall back on the ones you most enjoy personally, but if you research those platforms, you may find that the audiences don’t at all fit those you should be targeting.

    “… demographic data is key to understanding which networks and campaigns deserve your attention,” cautions Brent Barnhart at sproutsocial.com.

    For instance, we’ve seen several online real estate agent advisors tout Tik Tok as a place to market your services. Yet nearly half of TikTok’s users are members between 10 and 29 years old.

    More than half of Instagram users in the U.S. are between the ages of 18 and 34.

    I don’t know about you, but I’ve never had a 10-year-old or an 18-year-old reach out to me with real estate needs. 

    As a real estate agent, your target demographic is age 33 and older for buyers and age 43 and older for sellers.

    Here’s a tip for you: While slightly more than 23% of Facebook users are between the ages of 25 and 34, 53% are aged 35 and older (statista.com).

    Choose your social media platforms carefully based on the user demographics most similar to your target client.

    Put that social media marketing plan to work

    Schedule your social media marketing just as you would door-knocking, cold calling, or any other marketing activity. Determine not only what days you will post but how much time you will allot.

    If you need help with setting up a strategy and then implanting it, visit hootsuite.com, sproutsocial.com and digitalmarketinginstitute.com.Remember, it’s called social media for a reason, so be social, not salesy.

    PLUS: When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct response-driven articles written by real estate industry experts combined with engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you.

    Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here


    2. The Free 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 and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The BusinessBase, SOI building system

    The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes but is also a business-building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

    4. The Free Interactive Real Estate Business Plan

    The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

    5. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    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

    6. The Take a Listing Today Podcast

    Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

      Sure, social media marketing for real estate agents should be an important part of your overall marketing plan.

      But, for pity’s sake, fish where your fish are. Nobody goes fishing for marlin in a stream or lake, right?

      The truth is:

      The majority of real estate consumers aren’t active on Instagram

      We aren’t dissing the social media platform; it’s a fun place to hang out and catch up on the latest trends. But if you’re on it for business reasons and not for personal enjoyment, maybe it’s time to reconsider your social media strategy.

      A lot of what you hear and read is hype

      I’ve noticed that the biggest Instagram cheerleaders for real estate agents also have the biggest agendas. They’ll lure you in with vague statistics that actually have nothing to do with real estate or buyers and sellers.

      Stop listening to the bloggers who tell you that:
      • You can find your “Dream Listing” on Instagram and that “Instagram is the best free advertising a real estate agent will find.” This comes from a company that offers, for a large fee, “automated tools” to help you create your real estate social media strategy and campaigns.
      • You can rule the ‘Gram like a Pro” with “these tips” (from a company that provides, for a fee naturally, social media management and marketing).
      • “Using Instagram to market your real estate business is a sound strategic move.” This one is from a former agent who now runs a “real estate technology company.”
      • This is one of my favorites. In a post titled “Instagram Tips for Real Estate Agents,” the author gives the same meaningless statistics but she also posts a demographic breakdown of Instagram users from Pew Research. Demographics from 2015.

      The truth is that, as a real estate agent, you are targeting a very specific population: home sellers. This means that the majority of your “fish” are between the ages of 42 and 75 (Gen X and baby boomers), according to NAR’s latest statistics.

      These two cohorts comprise 70% of all home sellers and represent your target audience.

      Nearly 60% of U.S. Instagram users are between the ages of 13 and 34, according to the number crunchers at statista.com.

      So, where are my fish?

      That depends. If you want to target baby boomers, go big on Facebook. According to a recent Pew Research study, boomers’ two favorite social media hangouts are Facebook (nearly half of them chose this as number one) and Pinterest.

      There was some overlap in the study that finds LinkedIn (largest demographic is age 46 to 55) to be popular with both Gen X and boomers, so you may want to dabble in both.

      But Instagram? You’ll spend, on average, “… 30 minutes to an hour and 25 minutes …” (jennstrends.com) to create a post that in all likelihood will generate zero leads.

      Listings aren’t easy to come by right now and your time is precious. Fish where your fish are and you’ll meet with more success.

      Do some fishing for new clients by launching a monthly Holiday Campaign to your Sphere or Farm.

      Holiday campaigns are currently on sale 10% OFF the first month? But ONLY for 3 MORE DAYS! (sale ends 5/1/21).

      Holiday Scheduled Campaigns (shown above). Learn more, HERE

      TO LAUNCH A HOLIDAY CAMPAIGN:

      Hit “CLICK HERE”, below, to get started on your Holiday Scheduled Campaign (from a desktop or laptop computer).

      And, remember, YOU DON’T PAY for each mailing until it actually goes out (cancel or change each mailing up until the night before it goes out. The price shown at check out is per mailing, not campaign total).

      Launch a Holiday Scheduled Campaign now, CLICK HERE!

      Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.

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

      1. The Free 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 Interactive Real Estate Business Plan

      The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

      3. Become a Neighborhood Brand

      Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

      4. The Free Real Estate Mailing List Guide

      This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

      The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

      5. Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      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

      6. The Free Online ROI Calculator

      This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

      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

      7. The Free Real Estate Marketing Guide “CRUSH IT” 

      This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

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

        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

          Can someone point out where it’s written that real estate agents need to be active on every social media platform?

          I didn’t think so.

          Real estate agents, if they’re doing it right, have insanely busy schedules and little help with the scut work.

          Not that marketing your business is necessarily scut work, but the actual implementation of social media marketing methods often is.

          Since demographics on these platforms ebb and flow, it’s challenging to figure out which ones are worthy of your precious time and money and which to cut loose.

          The Valentine’s Day postcards are available under the Holiday Series in the Postcard Section

          So, we thought we’d help you out a bit by doing some of the research for you.

          It’s all about the demographics

          “Popularity was fickle and elusive, like trying to catch fireflies in a jar,” according to author Melissa de la Cruz. While she wasn’t referring to social media, the quote certainly fits.

          It’s important to not buy into the hype when researching social media platforms. That Twitter boasts 330 million monthly active users means nothing other than that a whole bunch of people use it.

          The two most important statistics for real estate agents to know are:

          • How many of these users are located in the U.S.?
          • A breakdown of these U.S. users by age group

          For instance, of those 330 million monthly Twitter users, only 20 percent are located in the U.S. There are other social media platforms that offer a larger U.S. user base.

          The age of the average user is critically important for real estate agents when choosing where to market their businesses.

          The NAR breaks down buyers and sellers according to generational cohorts:

          Millennials will be between the ages of 25-43 in 2020. They represent:

          • 37 percent of buyers
          • 20% of sellers

          Gen X members are between the ages of 44 and 55 this year and they represent:

          • 24% of buyers
          • 25% of sellers

          Baby Boomers are age 56-74 in 2020 and they make up:

          • 32% of the buyer pool
          • 43% of sellers

          Keep in mind that the average age of a homebuyer is 47 and the average age of a home seller is 57, according to the NAR.

          Obviously, if you are a listing agent you are going to want to put your marketing money and time into the platform that attracts baby boomers and older members of Gen X.

          The Valentine’s Day postcards are available under the Holiday Series in teh Postcard Section

          Buyers’ agents should go all-in on platforms that are popular with Gen X but figure out where millennials hang out as well.

          Facebook

          Every year when we take a look back at social media user statistics Facebook comes out the clear winner and, although its popularity is waning, 2020 should be no exception.

          Last year, the largest group of U.S. Facebook users were millennials, at 84 percent. The next largest age group, 30 to 49, includes younger members of Gen X.

          Older generations are well-represented as well, with two-thirds of older Gen Xers and boomers and nearly half of older boomers (older than 65) using Facebook.

          Facebook remains a no-brainer for real estate agents, whether trying to boost organic traffic to websites or using targeted advertising.

          Instagram

          Our opinion? For real estate agents, Instagram is mostly not as effective as Facebook.

          • Of the platform’s 1 billion users, only 11 percent reside in the U.S.
          • Only one-third of the most-viewed stories are from businesses.
          • Instagram ranks sixth in global popularity (Hootsuite).
          • Instagram’s largest user base (64 percent) is between the ages of 18 and 34.

          Consider this as well:

          If your looking to target a younger demographic this is a great platform.

          Don’t be sucked in by the number of businesses that use the platform. Their targeted demographics are most likely not nearly as narrow as yours. For instance, they may be after a global audience or want to appeal to teens and young adults.

          If you are already creating posts for Facebook, it should be fairly easy to copy them and post to Instagram as well. The more reach and visibility you can generate from posting your brand or listings the better!

          Remember to keep a close eye on your targeted audience and make sure your content matches the demographic.

          The Valentine’s Day postcards are available under the Holiday Series in teh Postcard Section

          Check back soon when we compare two more popular social media platforms.

          Send Valentine’s Day postcard from the Holiday Series to your Sphere of Influence. Let them know you are thinking about them.

          Need help targeting the perfect 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 Free killer tools to help your success this year!

          1. The 12 Month Done-For-You Strategic Marketing Plan – NEW 2020!

          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 – NEW 2020!

          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

           

           

           

          3. Get the ALL-NEW 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

           

           

           

          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

           

           

            There’s a lot to do when those shiny new real estate boots hit the ground. While your head was pumped full of real estate law and the know-how necessary to tell clients the number of square feet in an acre, you still have so much to learn.

            While that’s happening, however, and unless you’re fortunate enough to have a stack of money to tide you over until your first deal closes, you’ll need to also be marketing the you-know-what out of yourself.

            Your business isn’t going to start itself, so while you’re learning how to do an agent walk-through and about the intricacies of the listing agreement, consider creating even a rudimentary marketing plan.

            The Looking For Advice postcard is available in the postcard section under the Get More Listings Series

            And, since it’s free (unless and until you start buying ads), Facebook should be at the top of the list.

            Already on Facebook?

            If you already use Facebook for its social aspect, hold that thought (the “social aspect” one). You’ll want to get the word out to your Facebook friends that you’re in real estate now and you’ll need to continue to remind them during the first year or so.

            In reality, you’ll be reminding them as long as you’re in real estate, but it’s critical to do so now.

            But, do it subtly. Don’t be that obnoxious agent who starts seeing his or her social media friends as dollar signs.

            Tell them how excited you are overpassing your exam and that you’re going to hang your license with a broker who promises to be behind you, guiding you through your first few deals. You’ll also need to increase the number of followers you have and to do that you’ll need to increase engagement.

            The folks at Facebook even prioritize posts that encourage engagement; posts that “spark conversations and meaningful interactions between people.”

            “Oh, goody,” we hear you saying, “yet one more time suck in an already-overfilled schedule.”

            Just promise yourself you won’t post spammy stuff – that you’ll start using Facebook to help get your business off the ground by thinking before hitting the “share” button.

            The Should I Stay or Go postcard is available in the postcard section under the Get More Listings Series

            When you’re done beefing up your personal page, it’s time to create a business page and our friends at Facebook walk you through the process, here.

            It can be painful

            Posting routinely to Facebook without receiving feedback from our audience is beyond painful. It’s borderline humiliating as well.

            You can avoid common mistakes by changing your goal. Instead of considering Facebook as a lead generating or open-house-attendance-generating platform, change your mindset to make your goal “follower engagement.”

            Sort of like how you looked at it before you got into real estate.

            When you do this, you’ll naturally start thinking of content to post “that your audience will care about and react to,” according to the Forbes Communications Council at Forbes.com.

            In the beginning, you’ll be forgiven

            You’ll soon learn that sellers expect all kinds of things that we feel are pretty lame marketing methods. Open houses, videos and, yeah, sharing their listing and open house on social media.

            Plus, there’s that little voice inside that will be screaming at you – reminding you how bad you need that commission check and the urge will strike you to plaster that listing everywhere possible.

            So, go ahead and post that first, second and even third listing. Show people, you’re getting business but then move back to being social.

            As you get busier, consider more creative ways of sharing listings. One agent we know used to create a contest out of his new listings, asking his followers to guess the list price. He gave a small prize to the reader who got the closest to the price.

            Or, consider setting up another page for your listings (and to satisfy your sellers) and reserve your current page for engaging with your followers.

            Don’t be selfish — spread the love

            It’s not enough to come up with brilliant Facebook post ideas; engagement with others is key. It goes without saying that you should respond to anyone who leaves a comment. The next step is to visit their pages and interact (charmingly) with their content.

            The Need a Nudge postcard is available in the postcard section under the Get More Listings Series

            To get value from social media you have to provide value. It’s not a set-it and forget-it marketing method; it requires effort, time and, sometimes money to successfully generate real estate leads on social media.

            Send at least 100  Need a Nudge postcards from the Get More Listings Series to an area where you want more listings.

             

            Need help targeting the perfect 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 Free killer tools to help your success this year!

            1. 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

             

             

            2. “Get More Listings” Free Online Webinar

             

            “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

             

             

            3. 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

             

             

            4. 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

             

             

            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

              “Successful marlin fishing involves having the right gear, knowing the right fishing tactics and techniques, and being in the right place at the right time,” according to FishermansOutfitter.com.

              The same can be said about anything one is trying to capture, from a mouse or a crook to the perfect photograph and, yes, real estate leads.

              The challenge for many real estate agents attempting to capture leads is that, while they may understand tactics and techniques, they lack the proper gear.

              So, let’s start with that and then get into how to use that “gear” to lure real estate leads on Facebook.

              Mackerel or marlins?

              Real estate agents can learn a lot about lead generation and capture from the fishing world. And, the first step is to determine who it is you’re trying to lure. Gone are the days of agents marketing to “anyone who is breathing.” It’s inefficient and ineffective.

              Who do you want to work with, buyers or sellers? First-time buyers or repeat buyers? Luxury homeowners or condo owners?

              Figuring out what you’re fishing for and then who these people are is key to any marketing strategy, most especially when you’re marketing on Facebook.

              Before you do any further planning, head over to Facebook’s Policies to ensure that your promotion follows the rules.

              Choose your lure

              Watching a video of man- or woman- against marlin, it’s easy to assume that the most challenging part of catching one is the fight. The angler, strapped into a boat’s fighting chair, pumping and reeling, while the huge fish leaps and spins, makes for compelling footage.

              But, “big blue” didn’t just stop by and ask for the fight – he (or she) responded to a lure.

              And, not just any lure. Depending on species and sea conditions, the boat’s captain will choose from an array of lures he or she feels will be most attractive to the fish.

              Premium content might hook them

              Premium content is one way to lure Facebook leads. This type of content is different than what you offer by means of blog posts. It’s “a type of digital content that may be accessed for a fee, and is usually of higher quality or more desirable than free” content, say the folks at Techopedia.com.

              You won’t, however, be charging a fee for your content. You will, on the other hand, ask for information in return.

              And, now that you know who you are “fishing” for, determining the type of content to offer is a whole lot easier.

              Remember, it’s called “premium” content for a reason. It’s higher quality than regular content, longer in length and, as the Techopedia folks say, it’s “exceptionally informative.”

              An ideal type of premium content is a Free Report. Offer Free Reports in person, through direct mail, email and add to your website as a free download in exchange for an email.

              There are a variety of long-form content types from which to choose:
              • A list and in-depth description of down payment assistance programs
              • Infographic
              • Tutorial
              • Ebook
              • In-depth guides, such as city guides, neighborhood guides, buying and selling guides, relocation guides.
              • Reports (basically just 3,000-word articles)
              • Checklist (staging, moving, loan application, etc.)
              • Long articles (at least 3,000 words)

              Get more tips on creating and marketing with premium content at LinkedIn.com.

              Facebook giveaways to lure real estate leads

              A prize giveaway is another way to lure Facebook leads.

              And, make no mistake, what you’re giving away is key to the promotion’s success. “I mean, who’s really going to take the time of day to like, comment on, and share a post when all they stand to gain is a $15 gift card for coffee?” asks Pat Hiban at ActiveRain.com.

              “Almost no one,” he claims. Take the time to carefully consider an item that you’re contemplating giving away. Hiban lists several that worked well for other agents:

              • Family passes to a popular local attraction, such as a waterpark or amusement park.
              • Tickets to a sporting event. Hiban suggests “tickets to a local team’s upcoming game  or even tickets to college games often work.”
              • The latest smartphone

              Or, make the prize appropriate to an upcoming holiday. In 2017, Chattanooga attorneys Warren & Griffin gave away a stainless-steel barbecue grill and threw in a $50 Walmart gift card that the winner could use to purchase the goodies to cook on the new grill.

              Use your favorite graphics program to create compelling Facebook posts to promote the giveaway and ensure that everything steers them to a dedicated squeeze page where you’ll capture their information.

              Facebook’s rules state that users can’t force participants to share, like or follow to be entered for the prize. So, don’t force them. Hiban offers a brilliant alternative:

              “Know someone who needs” a new grill? “Share this giveaway so that they have a chance to win!”

              Get more Facebook giveaway ideas and tips at Wishpond.com and Hootsuite.com.

              Show them you know what’s on their mind (available in the postcard section under Get More Listing Series)

              Another way to generate leads is to send at least 100 Should You Stay or Go postcards from the Get More Listings Series to an area where you want more leads.
              You might also like:

              Agent Facebook Success: Rules of Engagement

              A Refresher Course in Attracting New Clients

              Need help targeting the perfect 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 Free killer tools to help your success this year!

              1. 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

               

               

              2. “Get More Listings” Free Online Webinar

               

              “Get MORE Listings & Begin to Dominate Your Market!” Free online webinar. Learn the 3-7-27 strategy for explosive growth, why 95% of agents have less than 20% market share, and how to become the agent everyone competes against. – Click Here

               

               

              3. 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

               

               

              4. 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

               

               

              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

              Spend Time Here, Not Here

              There’s only one you. There are just 24 hours in a day. Put those two together and you have an insanely busy schedule.

              And, it’s all too easy to get distracted by the next shiny object.

              Social media is shiny. It’s distracting. And, some platforms are completely unnecessary – at least for real estate professionals.

              As we head into 2018, and you’re contemplating your business plan, you’ll be prioritizing where to spend your time and money.

              Take a hard look at which social media platforms you use and whether or not your time is better spent elsewhere.

              Facebook – it’s not free

              You may think that marketing your business via social media is a fabulous free way to get your brand in front of people.

              If done strategically, it can be.

              But, consider this: The majority of agent’s average about three hours a week spent on Facebook, according to a 2016 Inman.com survey.

              Sadly, that doesn’t tell the whole story because more than 21 percent spend twice that amount of time – a whopping six hours a week – on the social media giant.

              Ask yourself this question:

              Is six hours each week better spent chasing after new business on Facebook or reaching out to former clients and those in your sphere?

              Both are “free” in terms of money, but the latter isn’t as much of a time stealer and the return on time invested has a better chance of being higher.

              Multiply your time spent by the number of social media platforms you’re currently using. While they all have something to offer, they aren’t all worth an agent’s time.

              Instagram – A waste of time?

              Unless you have an in-house marketing person, don’t feel guilty about not being on Instagram, and don’t listen to the hype saying you should be.

              Here’s why.

              Most online articles pushing the use of Instagram for businesses point out “In 2016, Instagram grew its daily user count by 100 million users and now has more than 600 million active users.”

              What they fail to do is dig deeper. So, let’s do that right now. First, however, let’s take a look at your average homebuyer.

              According to the NAR, “the typical home buyer is 44 years old, married, no children at home, and has a median income of $88,500.” Keep these statistics in mind while taking the deep dive into Instagram.

              Who’s hanging out on Instagram?
              • 80 percent of Instagram users don’t live in the U.S.
              • Of the users who do live in the U.S., only 28 percent of them are on Instagram, according to Pew Research.
              • The largest demographic of Instagram users are between the ages of 18 and 29 while only 18 percent are between the ages of 30 and 49 – the most likely buyer pool.
              • The largest demographic earns less than $30k
              • The average Instagram user “misses about 70% of the posts” in their feed, according to Influencer Marketing Hub.

              Until Instagram begins attracting an older, wealthier demographic, it’s an ineffective use of time. Your time is better spent on other lead-generation strategies.

              LinkedIn – A good investment

              No, it doesn’t have the largest share of online users (only 29 percent of American adults), but LinkedIn’s demographics are ideal for real estate marketing.

              • 77 percent of users are age 30 and older
              • 50 percent are college graduates
              • 45 percent of LinkedIn users earn more than $75,000 per year and only 21 percent earn less than $30,000.

              Again, recall the profile of the average homebuyer and seller and you’ll realize that this is the demographic you should be chasing.

              Not only are the demographics ideal on LinkedIn, but Hubspot gathered data from more than 5,000 companies and found “LinkedIn 277% More Effective for Lead Generation than Facebook & Twitter.”

              Hubspot’s Rebecca Corliss points out that “because most of the content posted on LinkedIn is of a marketing nature, as opposed to family photos or social ‘chatter,’ there is less clutter…

              …so business’ marketing posts are more likely to be noticed on LinkedIn than somewhere else.”

              Social media is an ever-evolving resource.

              What’s hot this year may die next year.

              When choosing where to spend your marketing time, don’t judge a platform by its number of users – that figure is useless for real estate agents.

              Do a deep dive, periodically, into the demographics of each to decide when the time is right to jump in.

              Related: 3 Tools That Drive More Business

              Need help?  Call our team today at 866.405.3638 to put the best marketing tools in place to build your business easily, and cost-effectively.

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