By Tiana Baur
The Facebook community has more people in it than the population of China. The sheer amount of people on the social network make it hard to ignore – even for our industry. When compared to other small businesses, 79% of real estate businesses have Facebook accounts. Which to be honest, is a pretty surprising number if you ask us.
And yet, most are making mistakes – so much so in fact, that there many articles being published about the common social media mistakes real estate agents make. Like focusing on the amount of likes they have or treating their page like some sort of brochure.
The reality is, agents no longer need to keep trying so hard. There are certain things you can’t know without having the proper experience, but no one should expect agents to become social media gurus overnight – especially since others are spending their entire careers doing so. The new best way to take full advantage of social media is to take a step back and let the pros do it for you. Period.
The #1 way to reap the benefits of Facebook is to use tools that do the heavy lifting for you. It might sound obvious, but so many agents try to be the social media maven for their own business and end up dropping the ball or making a plethora of common mistakes that are narrated out in the articles we mentioned above. There are companies that have entire teams dedicated to helping agents get the most out of social media channels, especially Facebook. It’s time to use them. Here are our favorite tools to use right now:
1. Flipt – Predicative Real Estate Ads
Flipt connects home sellers to top real estate professionals on the web and mobile by using housing and social data. They are predictive real estate display ads to empty nesters, people moving into retirement and homeowners going through life-changing events. Flipt lets you claim your zip codes and within a few minutes launches your locally targeted campaign with their easy-to-use ad builder. Within 24 hours your ads are online, where motivated sellers click and request your information from your free Flipt landing page.
2. Advertise Your Listing – Attention Grabbing Ads in Five Minutes or Less
Advertise Your Listing allows agents who just won a listing to create a Facebook ad for said listing with ease, built directly into the Moxi Engage CRM. The best part? Agents do not need a Facebook Page to run ads. Not only that, but it sends reports directly to their clients with the click of a button. Advertise Your Listing helps agents show clients that they are willing to go the extra mile for them, and keep up with the competition by improving their marketing strategy.
3. Offrs – Get Your Own Territory
Agents want… no they need leads. At Offrs, they identify over 70% of the homes that will sell in the coming year using predictive analytics. They conduct an in-depth analysis of the data that then predicts when people will sell. This data is then presented to the agent via their “Territory.” Each agent chooses a Territory which includes details on every property or property owner, including mailing address, email, phone number, and a predictive seller score that is updated each month based on thousands of data points.
There are more and more tools coming out every day, especially when it comes to social media and Facebook ads, but it’s important to pick one that you can depend on to get the job done. We’ve carefully vetted all of these tools and can guarantee they do exactly what they promise. Using tools like these are the very best way to get what you can out of the largest social media network in the world.
You won a new listing! …Now what? It’s time to start marketing. With two goals (selling the home and showing the client you put forth a satisfactory marketing effort), listing promotion can be a challenge. Here are six tips for listing promotion, using the tools you already have.
1. Segment your CRM
Start with who you know. Would the listing be a good investment property? Filter and reach out to the investors in your sphere. Is it a great family home? Segment your sphere based on families and look for the people you haven’t touched base with in a while. Is the property right on a golf course? Look at your contacts who golf and reach out. If they aren’t looking to move, they might have friends who are.
One of the perks of having a well-organized, up-to-date CRM is that performing these searches becomes incredibly quick and easy.
2. Make it easy to share
Once you’ve identified who the property would go a great fit for, dive into your presentation builder. Put together a presentation deck that features the relevant property highlights and use that in your listing promotion efforts. Showcase your personal brand alongside the property and send it out to those in your sphere via email or social media.
By creating property overviews that are professional and engaging, people will be likely to forward them along to people they know, generating a word-of-mouth buzz.
3. Create a video
Leverage video to get people’s attention. Create a short walk-through video showing off the property. Video marketing is effective because it’s intriguing, easy to consume, and gets people to engage with it. Listing promotion using video can be much stronger than your typical content. Also, there’s no need for fancy equipment. For these short videos, your smart phone quality should be just fine.
4. Post through your social channels
The truth is that social media is a great way to quickly reach a large number of people. If you have a following on any of your social media platforms and frequently engage with people, this is the strategy for you. Facebook and Instagram are great places for listing promotion because they’re both heavily visual. Make sure you showcase the best images, add a catchy description, and post away.
5. Advertise on Facebook
Ready to really show your clients you’re willing to go the extra mile? Try promoting your listing on Facebook. It’s a great platform for your listing promotion because it generates a lot of engagement and is easy to target certain areas or income levels. Facebook advertising can be a pain, but using Advertise Your Listing, it only takes 5-10 minutes. By following three easy steps right there in your Moxi Engage CRM, you can have a listing promoted on Facebook quickly and easily. You can even select your reporting parameters to have automated reports sent directly to the client.
Want to try it out? Just navigate to one of your active listings in your Moxi Engage CRM, click on “My Ads” and follow the prompts!
6. Post on your agent website
This one may sound like a ‘no duh’ but it’s also easy to overlook. Make sure your latest listings are not only listed on your website, but that your website is always up to date. The vast majority of people go straight to the internet to search for agents and listings when they begin the home buying process, so make sure you put your best foot forward when it comes to your personal agent website.
With 1.94 billion active users on Facebook, it’s not hard to believe that 93% of buying decisions are influenced by social media. Facebook is only growing, which means more and more clients and leads will take action from things they see on their feeds. In fact, five new profiles are created every single minute. But how familiar are you with Facebook Ads or Facebook in general? Do you have a Facebook Business Page or have you stuck with your personal profile? How do you take advantage of the largest social network in the entire world?
Social media advertising has become a major player in real estate marketing, especially given how visual of an industry it is. Since the system was built for digital marketers, a significant number of agents find social media marketing intimidating and cumbersome, and therefore never get around to trying it. Although they are expected to be doing great and consistent social media marketing, rarely do they find time in their busy days to do so.
The other problem is that although many agents want to run ads, they can’t do so because ads can only be created from a Facebook business page, not a profile. Real estate is emotional. And very personal. People feel fear and excitement all at once when making such a large transaction. That’s why many agents use their personal profiles as opposed to pages for their business and why many brokerages advise their agents to do just that.
So, although smart agents desperately want to get in the Facebook Ads game, there’s a large barrier to entry and even when they have the time and gather the information needed, they might not feel like a Facebook Page is in the best interest of their clients.
This needed to be fixed. That’s why Moxi Works stepped in.
Advertise Your Listing Allows Agents to Create Facebook Ads in Under Five Minutes
Advertise Your Listing allows agents who just won a listing to create a Facebook ad for said listing with ease. The best part? Agents do not need a Facebook Page to run ads. Agents can keep their personal profiles to stay on that intimate level with clients or never have to create a profile at all. Agents can start reaching more of the 1.94 billion people on Facebook and impress their clients at the same time starting today!
Not only that, but Advertise Your Listing sends reports directly to their clients with the click of a button. These reports help in showcasing agents as the trusted advisors they are and doesn’t take up more hours of their day.
Find out more about Advertise Your Listing, other products, and the Moxi Work’s open platform known as the Moxi Cloud.
Ever wonder if people are clicking on what you share on Facebook? Or if blogging on Active Rain is helping your business, or just wasting your time?
These are some of the questions a URL shortener can help you answer. Instead of guessing whether your marketing is working, a URL shortener can help you better understand what works, and what doesn’t.
What are they? How do they work?
A URL shortened link enables you to see when people click on your marketing links that are on other websites. When someone clicks on your link that’s been shortened, the click is recorded and the user is quickly forwarded to the intended URL. The person who set up the shortened URL (you) can see where and when the link was clicked. This is really helpful for understanding your marketing efforts when you don’t have access to analytics.
Knowing this click data can help you begin to understand things like:
– The best time of day to share content on social media sites.
– Whether people are interacting with your marketing efforts.
– The types of headlines and content that seem to interest your followers most.
Let’s try it
Click on “Shorten URL” and you’ll see a new link appear.
This new link is what you’ll now use in your marketing efforts. Now when someone clicks that link you’ll know it.
Below is an example of what that might look like. Below you can see that at 1:49pm, 7 people clicked on our link. Pretty awesome!
You send out your e-newsletter every month to 400 people. Using a URL shortener you learn that only three people clicked on your content.
Hmmm, that’s a bit low. Wonder why.
How can you improve?
Perhaps what you are sending isn’t relevant to your sphere. Perhaps your emails aren’t being opened.
Could you write a better subject line? Could you alter the types of content you’re including? Or should you work on something else that will be more impactful to your business?
The most important thing is that you don’t blindly do what “you’re supposed to.” Just because an agent on Active Rain “got the listing” doesn’t mean you will.
Trust the data, not anecdotal stories.
8 places you should use short URLs to get smarter about your marketing
1. Email Signatures
3. 3rd party sites like LinkedIn, Twitter, Facebook, Active Rain, Yelp, etc
4. Blog posts
6. Web Advertising
8. Print materials like listing flyers, postcards, door hangers, etc
Keep in mind that when using a URL shortener on print collateral it will be much harder to gauge effectiveness because people will still have to manually type in a URL for you to see any meaningful feedback. But let’s be honest, flyers disappearing from the yard sign isn’t exactly meaningful feedback either. For all you know the neighbor kids are taking your flyers to build paper airplanes.
So while not perfect, a URL shortener on a flyer or postcard can give you some feedback, and some feedback is better than zero feedback.
Double down on what works
URL shorteners aren’t a silver bullet by any means, but they are a tool that gives you some insight into your marketing where you didn’t have it before. Instead of blindly following “what works, maybe” use data to discover what actually works.
And when you figure that out, double down and forget the rest.