By Jessie Trapp, Marketing Coordinator
Facebook is an essential part of any modern business’ content marketing strategy, everyone knows that – it’s why we created an entire product, Promote, dedicated to making advertising on it a breeze. However, there’s now another social media powerhouse that’s completely changing the advertising strategy, and you bet we’re stepping up our game to help you wow your clients on it too.
That runner up is the one and only, Instagram.
Before you write Instagram off as a channel solely utilized by millennials to flaunt their outfit of the day (OOTD) or post copious amounts of dog pics and inspirational quotes, think again.
According to Hootsuite, here are a few need-to-knows about the game changer that is Instagram:
- 500 million people use Instagram every day
- Over 80% of accounts on Instagram follow a business
- 71% of businesses use Instagram
- 99% of the top 100 brands are on Instagram
- Users like 4.2 billion posts per day
- 95 million posts per day
- 400 million stories per day
Clearly, this channel is a massive hub for content, and it’s time for you to get in on the action.
The latest MoxiMarketing update makes advertising on Instagram easy. In fact, if you’re already using the Promote tool to advertise on Facebook, you don’t have to change anything you’re doing in order to advertise on Instagram, we’ll take care of that for you.
You read that right – when you publish ads through Promote, you’ll now be advertising on both Facebook AND Instagram. And all you have to do is follow the same three simple steps that make Promote the prized child of your technology tools. In the less than five minutes that it takes to create an ad through Promote, you’ll be growing your sphere, generating leads, and winning more listings by publishing your ads across two of the largest audiences on the web, directly from your MoxiWorks account.
So now you’re ready to reach the Instagram audience with your killer ads. Here are a few quick reminders for making your ads as wow-worthy as possible:
Pretty pictures wanted.
Ads are visual, and the more visually appealing your images and videos are, the more likely they are to spark interest among their viewers. The more interest, the more likely they are to like, comment, share, and click on your ads.
It’s essential that your pictures are crisp, clear, and relevant. Need to brush up on your photography basics? We have what you need.
Many social media users use it while on the go, meaning you need to make your posts quick and easy to read. Make sure you’re only putting info in the ads that’s absolutely essential. No fluff, just the important stuff.
It’s been found that Instagram pics that feature faces get 38% more likes than those without. When promoting your real estate services, consider including a nice picture of you smiling to catch people’s
attention and put a face to your name.
Haven’t used Promote to ease your workflow and up your tech-savviness game? Yeah, you’re going to want to add that to this week’s to-do list. Get started here.
Giveaway alert! We’re running a Valentine’s Day special. For every ad you run through your MoxiWorks account, you’re entered to win a cruise for two to the Bahamas! Click here to enter to win.
By Jessie Trapp, Marketing Coordinator
With the busy bee lifestyle that comes along with being a real estate agent, it can be tricky to find the time to sit down and soak in the wisdom of the industry’s top producers. The nature of your gig makes it even more essential that your educational content can be absorbed while on-the-go.
Enter: real estate podcasts.
We at MoxiWorks recently hopped on the real estate podcast bandwagon and started producing our own podcast, REAL with MoxiWorks. Throughout the process of developing the show, we came across several industry-related podcasts that are absolutely worth checking out if you, too, happen to be a fellow real estate diehard.
Whether you’re an agent, broker, manager, or even a home buyer/seller, here are a few of the awesome real estate podcasts that we recommend giving a listen:
Need a podcast that will make running an 8k go by in no-time? If you’re interested in real estate investing and have the time to commit to tune in from start-to-finish, this is a great show for you. Not only are the hosts extremely upbeat and entertaining, but most of the episodes include over an hour of engaging and informative content.
If you’re looking for a podcast that you can make a part of your daily routine – look no further. Pat Hiban, host of the 3-day-a-week Real Estate Rockstar podcast is not only a billion-dollar agent himself, but makes it a point to interview the best of the best in the industry to get their juiciest tips and tricks for success.
Need some actionable advice for your real estate biz but are short on time? Kevin & Fred’s podcast features quick tips and tricks that are perfect for making the most of a drive to the grocery store or waiting in line for your morning coffee.
Real Estate Today is the official radio program of NAR, meaning it’s ALL about real estate. Listen in to hear agents’ thoughts on selling, current industry trends, and so much more.
5. Rise Seattle
Okay –we might be a little biased about this one, but it’s for good reason! The Rise Seattle podcast is hosted by a Windermere Real Estate agent, Tyler Davis Jones, and features a lot of talk about our neck-of-the-woods (Seattle, WA). Although the topics vary greatly, the commentary often touches on real estate related topics and is a great listen, regardless of your location.
Haven’t had the chance to get REAL with us? Check out the inaugural episode of our monthly podcast!
By Maddie Jostol, Senior Marketing Manager
In the world of real estate, flyers can be a necessary evil. They take time to create, maintain, and distribute, and it’s tough to set yours apart from the rest. After all, it’s just a flyer. How do you make them stand out? How can you make sure creating them isn’t a huge time-suck? How can you clearly and concisely communicate exactly what a potential buyer wants to see?
Here are a few tips for creating attention-grabbing real estate flyers that will drive business:
Put your best brand forward.
Your brokerage gives you credibility and trustworthiness in the eyes of consumers. Before they know you, all they know (most likely) is the brand you represent. Use this to your advantage and leverage your brokerage’s brand to establish yourself as a trusted expert in the eyes of someone who has only seen a flyer. Let your brokerage brand shine through those real estate flyers, giving them a level of professionalism.
Use content you already have.
Use your existing CMA content for the flyer. Save yourself some time and use what you already have so that you don’t duplicate work for yourself. You likely already have all of the property data, images, comparable properties, and supporting information available in a presentation, so let the technology do the heavy lifting and convert it into a flyer directly from your CMA tool. If you use MoxiPresent, you can create a beautiful, ready-to-use flyer from a presentation literally with the click of a button. This also ensures your brokerage branding is there and formatting is a breeze, all you need to do is select a template and it’ll auto-create your flyer.
Focus on the information they really care about.
Sure, there’s the basic ‘must have’ info that will always be there. After all, anyone is going to expect to see general property stats on a listing flyer. When it comes to the extras, though, make sure you tailor them towards your likely buyer. Consider the neighborhood, size of house, property characteristics, and unique features. Then, think about who is most likely to purchase the house. What are they looking for? What are their non-negotiables? When they pick up a real estate flyer, what is going to stand out and make them want to take action? Promote the features that make the property unique and focus on the things that will appeal to the ideal buyer of that specific home.
Real estate flyers should be beautifully branded, professional, and informative. Use your CMA tool to your advantage and save time by leveraging property data and images already available. Create flyers that are visually appealing, showcase the brand behind you, highlight what’s really important, and make it easy for eager buyers to contact you. Oh, and don’t forget to let your personal brand and personality shine through as well.
By Jessie Trapp, Marketing Coordinator
There are two types of real estate agents out there:
- Agents that like cold calling.
- Agents that don’t.
Along with the stair stepper and brussels sprouts, cold calling is simply one of those things that people either love or hate. And, unfortunately for those who are fans of cold calling (and fortunately for the rest of us), the practice appears to be going out of style.
Here are three reasons why the strategy of lead generation known as cold calling is likely to become a thing of the past in the not-so-distant future:
1. Phones are losing popularity.
Times are changing and phone calls are simply no longer the most desired form of communication. While you may immediately feel inclined to blame this on the millennial generation, according to NAR, real estate agents themselves (whose average age is 54) now prefer to communicate with clients over email as opposed to over the phone.
It may have been the go-to selling strategy in 1995, but there are now much more efficient (and far less annoying) forms of lead generation that will make prospects more inclined to work with you, and far less likely to hang up on you.
2. People hate getting caught off guard.
Social media advertising and email marketing are among the strategies putting cold calling out of business, and for good reason. Cold calling tends to involve lots of interrupted dinners, awkward convos, and frustrated humans – all things that go against everything we love about, and expect from, the tech savvy marketing world that we find ourselves in today.
Today’s culture is also very averse to forced conversations, meaning we like to receive messages/emails/texts and have the ability to respond to them at our own leisure, as opposed to the very second a stranger decides to contact us.
3. Not worth your time
If you’re going to put your precious time and effort into engaging with your sphere, it’s important to choose activities that will actually result in an ROI which, according to a recent study, is most definitely not the case when it comes to cold calling. In fact, findings show that:
- “Less than 2% of cold calls result in an appointment.”
- “Cold calling costs 62% more per lead than inbound marketing.”
Just those two stats alone should be enough to convince you that calling every stranger in a phone book probably isn’t the best use of your time.
To be clear, we aren’t saying that you shouldn’t call your clients, because you definitely should, but they key is that they’re your clients – not just some random person that was unfortunate enough to have you get your hands on their number. And, if you’re in need of lead generation tools that will help you engage with your sphere and actually give you a massive boost in business, we have you covered.
By Tiana Baur, Content Marketing Manager
With constant societal pressures, staying genuine and truly being ourselves can feel like a struggle (especially depending on your office or company culture). And yet, those that know how to remain authentic are often the ones that stand out and succeed, in both their professional and personal lives.
Here are some ways you and strive to maintain authenticity in your day-to-day life as a real estate agent:
Listen. If sometime is talking to you, give them your undivided attention. Being a great listener is not going out of style, although in the world of smart phones and smart watches, it can be hard to grab and maintain someone’s attention. You will undeniably stand out to your peers, your clients, your prospects, and your loved ones if you practice and perfect the art of listening.
Being present also demands that we remove the daily clutter and baggage in our lives, so we can truly be “in the moment.” Think of this like your client shred events or your junk mail folder.
Acknowledge the negative (and strive to rise above it).
For agents, this could simply mean a negative or otherwise unpopular review. Don’t ignore it and pretend it will go away; view any and all feedback as a gift. If no one ever tells you how you’re doing, how will you know? See it as an opportunity to learn from the feedback and respond professionally.
Here’s a sample response to a bad review:
“First of all, I would like to thank you for the time to give feedback on your experience with my team and me. It’s only through feedback like yours that we are able to grow and improve our services for clients. I’m sorry to find out that our services weren’t what you were looking for. I’ve already set up a meeting with my team to discuss ways to prevent further instances of this kind of miscommunication. As always, feel free to email me, call, or stop by our office at any time.”
Don’t get too nosy.
Staying out of other people’s business is an essential piece of being authentic. If you’re always focused on others – what they’re doing, how they need to change, etc. – then you’re not looking inward enough or focusing on what you’re doing and how you could be a better version of you. That office gossip might be fun, but let’s face it: you and your business are better off without it.
Dare to be yourself.
Unfortunately, with the rise of social media, people lean towards portraying themselves and their life as something it’s not; just the good, perfect, photo-op moments. You’ll stand out from the rest if you start showing the real you. Did you trip and spill coffee all over yourself this morning? Obsessed with Star Wars? You never know what parts of you will resonate with existing or new clients; even the “ugly” parts of yourself.
Take care of yourself.
Knowing how to remain authentic means knowing how to stay true to yourself. This means you need to make sure you’re taking care of the most important part of your business: you. If you’re sick as a dog and need to cancel a meeting, do it. If you want to hit ‘snooze’ for once, go for it. Making sure you’re not running low in fuel is essential to keeping your business genuine.
By Jessie Trapp, Marketing Coordinator
The drive that leads us to buy a Coke over a Pepsi or a Toyota as opposed to a Honda can be summed up in one single word: emotion.
Not only do emotions influence our choices, but it has been found that consumers often place a higher value on emotions when making purchasing decisions than they do the factual information related to those decisions (features, brand attributes, etc.)
Although this is yet another example of humans not necessarily being the most logical creatures, it’s how we’re wired. It means that the emotions that potential clients associate with you and your brand likely play a major role in whether or not they choose to work with you, regardless of your impressive closing record and swanky sales materials.
While every emotion could arguably help you strengthen your brand in some way or another, according to a study conducted by Unruly, advertising content that leverages four specific emotions have been shown to gain significant traction. Those emotions are:
These seem to align perfectly with the major themes commonly seen in the real estate industry, so read on for our tips on using emotion for your real estate marketing strategy!
We all want to feel happy. As a brand, leveraging happiness in your marketing strategy gives you the chance to positively impact those within your sphere while strengthening your image and extending your reach at the same time.
You want your target audience to associate your brand with the positive, happy, and cheerful emotions that they’ll feel when you help them buy the dream home they’ve been searching for or get an unexpectedly high offer on their listing. This means that incorporating content specifically associated with happiness into your channels is essential. Funny gifs, videos, smiling faces, success stories, positive news articles, puppies, and sold houses should all be in the running.
Color psychology is also extremely powerful when it comes to triggering emotions, so make sure to keep it in mind when selecting colors for fonts and social content. When it comes to evoking happy feelings, orange and yellow will be your best friends.
Although professionalism is important, it’s also essential that your audience views you as being warm and approachable.
We all feel more comfortable with people that we know and can relate to, so make a conscious effort to humanize yourself as much as possible.
- Having a stressful day preparing for the holidays? Let your audience know. They’re probably in the same boat.
- Tried a DIY project that resulted in an epic fail? Share a video making fun of your attempt. They’ll appreciate the self-deprecating humor and might even comment an “LOL”. It’s all about encouraging engagement.
- Rescue a puppy? Post about it (a lot).
- Have a favorite feature of a listing that you just can’t stop thinking about? Record a video of you talking about it and include it in the listing presentation you send to your clients.
The more those within your sphere view you as someone they’d feel comfortable talking to and asking questions, the more likely you’ll be the one they want to work with throughout their buying and selling journeys.
The awesome people that you have the opportunity to meet and the amazing stories that you get the chance to be a part of are undeniably two of the biggest perks that come with being a real estate agent.
If you ever find yourself working with clients who have a particularly inspiring story, consider sharing it (with their permission, of course). Highlight how far they’ve come, all it took to get there, and how you worked with them to find their dream home. Make your clients feel so inspired that they know you’re who they should come to when it comes time to buy or sell a house.
Just as it’s important to appear warm and approachable, it’s also important to come off as enjoyable to be around.
Not that you’ll necessarily want to be best friends with every client that you work with, but people would much rather work with someone they’ll enjoy going to open houses with. Make sure to include pictures of you AND your clients in front of sold signs, post about any fun gifts you send them, and highlight any “LOL” worthy moments. The more you show yourself being a good friend, the easier it will be for clients to feel confident that they’ll enjoy working with you.
Just to be clear, by saying that you should incorporate emotions into your marketing, we don’t necessarily mean that you need to cover your channels with sob stories and memes. Just make sure that you keep in mind the power of emotion and use it to craft your content accordingly – even if it’s in the smaller details such as formulating your color palette or choosing which images to include in your Facebook ads.
Want to see more tips for your real estate marketing strategy from the experts at MoxiWorks? Good, because we have plenty waiting for you!
By Maddie Jostol, Senior Marketing Manager
The customer service that you provide to your clients is what sets you apart during, and long after, a transaction. Consumer expectations are rising, which means that real estate agents are pressured to adopt new ways of delivering on these expectations. Think about how you could make the home buying or selling process a breeze for your clients from the moment you reach out to them to the time they receive their ‘welcome home’ gift from you.
For those of you with a MoxiInsights subscription, you’ve taken an important first step. MoxiInsights provides agents with aggregated public data on everyone in your sphere, right there in your MoxiEngage account. You instantly have valuable insights for every contact, for you can use to create a better experience, and you’ll be notified when someone in your sphere is likely to list.
So, how do you use data like this to your advantage? Here’s how you can up your game and deliver unforgettable customer service.
Get the timing right for you and your clients. With a system that keeps you in the loop with your sphere, you’ll have an idea as to who has kids heading off to college in the next few years, who recently got married, and who may have seen career success and is looking for a bigger place. This will nudge you to get back in touch with that person, anticipating what changes might be coming in their life so you can be prepared with resources and start helping them right when they’re ready to make a move. Why does this matter to the client? They don’t have to look around. You’re there right when they need a real estate agent, and you’re ready to help them find their next home.
Make it personal. As with any predictive analytics tool, some people feel as though leveraging data in this way makes them less “human” as if they’ll come across robot-like to their sphere. If it feels this way, then you’re using the data incorrectly. Agents who are focused on delivering the highest level of customer service use tools like this as a prompt. It’s for their own workflow, to make sure they don’t miss a beat. The agents who are on top of their game are leveraging such data to deliver superior customer service by letting the technology do the busy work, so you can take those insights and build stronger relationships. At the end of the day, you’ll know your sphere better and you’ll be able to offer them a memorable experience and leave a lasting impression.
Leveraging consumer data allows you to deliver the right content at the right time. Being able to segment your database based on the information you now have available will increase the effectiveness of your marketing campaigns. You’ll know who to invite to your charity golf tournament, and who to send your spring gardening tips to. Without calling people out specifically, you’ll have a much better chance of getting the right information to the right people. You will be delivering them with a tailored, personal experience before they even reach out saying they’re ready to sell.
You might be hesitant to begin using consumer data because of the fear you’ll come across as ‘knowing too much,’ but the truth is, when used correctly, it simply gives you the background information you need to build stronger relationships. It’s become common practice to look prospects up on Facebook, Google, and LinkedIn before engaging with them. Tools offering this data for you are no different, except for the fact that it’s all in one place, it’s easy to consume, and you don’t have to spend hours aggregating it yourself. It’s out there for the taking, and it is sure to heighten your level of customer service, so who wants it?
By Maddie Jostol, Senior Marketing Manager
Your database of contacts is only as good as the data you put in. It is absolutely vital for real estate agents to keep their database up-to-date, complete, and well segmented in order to get full value out of it. Segmentation enables you to group your contacts based on requirements that fit your sales process. Reach the right people, with the right message, at the right time.
In MoxiEngage, for example, we call them Groups. Associate your contacts with certain groups so that you can effectively filter your database, include groups in marketing campaigns, or reach out to certain segments.
Below are four efficient ways to organize clients contacts in order to keep your database neat and tidy and reap all of its benefits.
1. How you know them
Have a bunch of contacts from your son’s years of playing select soccer? Or from the charity auction you help plan every year? Or maybe from that sewing class you go to occasionally? Whatever it is, consider grouping contacts based on how you know them. Not only will this jog your memory and help you keep track of the hundreds of people in your sphere, but it will also enable you to plan events that gather these like-minded people together, since most of them will know each other as well.
When you group people based on common interests, you can keep them engaged in ways that matter to them. Group together your dog lovers, your baseball fanatics, and those who like to fish. This way, you can send them tailored content that is relevant to them and their lives. When you go to host meet-ups or local events, you’ll know exactly who to invite, by reaching out to your groups with relevant interests.
3. Likeliness to buy
If you want a more fluid system, organize client contacts based on where they are in your sales funnel. Most agents already have a system in place, whether it’s a 1-2-3, A-B-C, or hot-warm-cold system. The key here is that you have to be committed to keeping your database updated and squeaky clean. This type of system only works if you keep these groups updated, so you’re sending the right people the right information. Nobody wants to receive a “have you considered selling?” email from an agent they just purchased a house with.
4. Past clients
This is your starting lineup. These are the people who are in your camp. They’re your biggest fans, who you should take particularly good care of. When you purchase a table at a charity event and can invite six people – this is the group you go to first. Or, when you host a community event, you add these people to the Facebook event invite because you know they’ll get everyone else excited about it. When you need new testimonials for your website, these are the people who are more than willing to take a few minutes to talk about their experience working with you.
Keeping in touch with your past clients is a vital piece to growing your repeat and referral business. When you have a well-organized, up-to-date database, your life as a real estate agent becomes infinitely more simple. Your marketing efforts go further and you see more engagement from your sphere of influence. After all, your sphere is the future of your business, so make sure you show it some care.
By Jessie Trapp, Marketing Coordinator
Excuse the cliché analogy, but photography really is the jelly to your content’s peanut butter. Without it, your online presence would be dry and subpar at best.
With real estate being as dependent on visuals as it is, you’re practically expected to be a professional photographer (or at least be exceptional at pretending to be one) in order to produce the quality images that clients have come to expect.
These expectations make sense, as you want your clients to know the perfect home when they see it without poor photography getting in the way. Although hiring actual professional photographers is usually the norm when it comes to getting snaps of homes that you’re listing, the quality of your pics should be consistent across all of your channels. Here are a few ways to take real estate pics like the pros!
It’s a big deal. Bad lighting can cause graininess and take away the texture that would otherwise tell viewers a lot about the subject. As a general rule – let the light in! Open the shades and curtains in the homes you are listing to capture as much natural light as possible. We aren’t all professional photographers with loads of equipment, but investing in a simple and transportable lighting kit would likely be worth your while in case you find yourself in need of a lighting boost.
Take the time to define your subject
Although it can be tempting to take a quick snap, it’s usually a smart idea to slow things down and take a moment to plan out your image. Using grids can be a great way to make sure your photo is balanced and visually appealing. If you’ve ever taken a photography class, you’ve most definitely heard of the rule of thirds. There’s a feature on most smartphones that will allow you to bring up a grid and make sure you are abiding by the photography law (or at least getting the general idea of it).
Keep negative space in mind
Another element of the rule of thirds is referred to as “negative space”. Incorporating it into your images makes a huge difference when it comes to gravitating people’s eyes towards what you want them to see. Check out some examples for inspiration on how to integrate it into your real estate pics.
Keep symmetry in mind
People love symmetry – it’s why nose jobs are so popular. It’s hard to explain, but there’s this weird sense of accomplishment when you see an image that can be divided into two equal parts. Whether it is a vertical or horizontal line of symmetry, adjusting some of your real estate pics to have it is a great way to further enhance them.
Make sure that your photography inventory contains a wide variety of shots. We’ve all seen those accounts that seem to post the same image over and over again – we don’t usually follow those for long. Make sure you find ways to mix it up, make your real estate pics interesting and produce content that keeps your audience engaged. Close-ups, portraits, landscapes – you’ll want to have them all!
By Maddie Jostol, Senior Marketing Manager
The kids are off to college and the big house just doesn’t make sense anymore. The cost, upkeep, and empty space is often what motivates empty nesters to think about downsizing.
As their real estate agent, it’s your job to guide them to the perfect downsized home. Below are a handful of tips for you to pass along to your clients. Take some of these tips and create your own guide to offer to clients. This is a great tactic for getting back in touch with someone you think might be a soon-to-be empty nester. If you’re using MoxiInsights, for example, and see that someone is flagged as ‘likely to list’ because they could have kids approaching an age where they’re likely to move out, it might be the perfect time to offer up your guide and get back in touch.
Here are a few tips to get you started when it comes to clients downsizing:
1. Look for space that truly matters
First and foremost, they need to find the right home. As you know, downsizing can be overwhelming for many homeowners as it’s likely they’ve spent their life growing into larger spaces.
As their agent, remember to help them look for the right space. Every family has different needs. When downsizing, the homeowners should consider what space is non-negotiable to figure out which homes make the most sense. Want to downsize, but you host Thanksgiving every year? Look for a home that still has a formal dining room, even if it means smaller bedrooms. Love to garden? Look for a smaller home that still sits on a decent sized lot where you can grow your veggies.
2. Get the location right
Location, location, location. It’s important with any home purchase, but when it comes time to downsize, this is a particularly important consideration.
Many homeowners will choose to downsize as a part of a move that gets them to their next phase in life. Whether that’s retiring on a farm or moving into the city, it’s important for these homeowners to think about their ideal lifestyle and match their new home’s location to that.
3. Take inventory
We often don’t even know what we have. Stuff accumulates over the years, and before we know it, we have closets and containers full of stuff that just gets shoved away, never to be seen again. Encourage your clients to take inventory of what they have during the home search process, so they have a realistic idea of how much space they need.
Then, once you help them find the perfect home, encourage them to purge. This will make their move easier and living in their new place more comfortable. This includes any storage units, sheds, or storage rooms. Taking inventory of it all to give them a clear picture of what they do and don’t have.
4. Get the right storage systems
Once the move is taking place, consider sending your client a list of your favorite storage systems. This is a small but powerful favor, as they’ll be trying to figure out how to get all of their stuff into their new, smaller home. Offer them suggestions for storage systems that have multiple uses and actually save space. Pinterest is a great resource for nifty storage systems that they likely don’t already have.
5. Out with the old
Garage sales are a lot of work, and we often don’t have enough stuff to warrant spending an entire Saturday hosting one. Here are a few ways your clients can get rid of the stuff they no longer need – whether they want to donate it or make a few bucks.
Clients downsizing is a difficult process, from the moment a family decides to make the move, to finding the perfect home, and all the way through the move. Help ease the pain of the process by offering valuable tips as your guide them through. Be the real estate agent they always think of when they tell their friends about how excited they are for this new phase in their life.