6 VIDEOS YOU SHOULD BE DOING REGULARLY
6 VIDEOS YOU SHOULD BE DOING REGULARLY 1. HOW’S THE MARKET IN [YOUR CITY/REGION]?
This is a 3-4 minute monthly informative video about what’s going on in your market. Share sales stats, tell people something interesting and point out any trends you notice. Doing this monthly will position you as the knowledge broker in your market. 2. [X] MISTAKES TO AVOID WHEN BUYING IN [SEASON]
Once every new season — winter, spring, summer and fall — put out a new video titled “3 Mistakes Buyers Make in Spring Markets” or “7 Mistakes to Avoid when Buying in Winter,” etc. This approach keeps your content timely and fresh and again, positions you as the knowledge broker in your marketplace. 3. HOME IMPROVEMENT TIPS
The single most important leading indicator of someone preparing to sell their house is making home improvements. Wouldn’t you like access to those people before they begin searching for their listing agent? Once a month, get together with a local handyman, contractor, etc. and create a short “home improvement” video teaching people how to ﬁx up their homes. The topics can be big picture or very speciﬁc. Homeowners who watch these videos will suddenly know who you are, where you work and that you’re the knowledge broker in your market. Provide that value and see how much easier it can make your business.
4. TEAM INTRODUCTION VIDEOS 4.
Monthly, post a video introducing a member of your team, a partner you work with or a vendor with whom you have a strong relationship. Let them know you are, show them the people you work with and demonstrate that together you provide world-class service to your clients.
INTERVIEW WITH INFLUENTIAL COMMUNITY MEMBER 5.
Once a month post a video of you with someone who plays a signiﬁcant role in the community — school principals, local business owners, city government members, prominent community leaders, etc. This connects you to your community in many important ways and once again makes you the knowledge broker people will turn to when it’s time to sell their home.
REAL ESTATE BEHIND-THE-SCENES
Homeowners might know you and they have a vague idea of what real estate professionals do, but creating a “behind-the-scenes” video gives you a real opportunity to demonstrate the value you deliver to your clients. Show the special things you do for people, how you prepare for an open house, how you overcome a difﬁcult escrow process, etc. Capitalize on people’s fascination with real estate reality shows by giving them a peek inside your operation and showing how resourceful you are.
9 BONUS TIPS TO MAKE THE MOST OF VIDEO NOW I WANT TO SHARE A FEW QUICK TIPS I’VE LEARNED CREATING VIDEOS OVER THE YEARS. 1.
First, recognize it doesn’t have to be perfect. You’re human. People know that. Don’t prevent yourself from using video just because you can’t make it “perfect.” Make it as good as you can and run with it.
Always take lighting into account. The brighter the better.
Don’t wing it… Practice! Before you hit record or “Go Live,” practice what you’re going to say. You don’t want to sound scripted, but be prepared. The more conﬁdent you are in what you’re saying, the more eﬀective your video will be.
For the best sound quality, invest in a lavalier microphone (wired or wireless). Believe me, it’ll make a big diﬀerence and it’s worth the expense.
Use Fiverr.com to have intros and/or outtros created to give your videos an extra bump in quality and credibility — all for an incredibly inexpensive price.
Boost your videos to targeted communities.
Splice up your videos and repurpose them on social media: Instagram, Twitter, etc.
Always encourage comments and engage those who leave them. Whenever you reply to a Facebook video, it bumps that post right back up to the top of people’s news feeds — and it builds stronger relationships with people.
Leverage technology such as Livestream.com or Restream.io to “Go Live” across multiple social media platforms simultaneously.
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The 7 Facebook Ads Real Estate Agents Should Be Running And Why
1.Audience building ads (Page like ads)
2.Content ads (blog posts)
3.Opt-in ads (lead capture)
4.Nurture ads (page likes)
5.Engagement ads (quotes, memes, pictures)
6. Customer Journey Ads (content specific retargeting ads/segmentation focused)
7.Event ads (challenges, giveaways, open houses, new listings, testimonials)
1.AUDIENCE BUILDING ADS You need to run Page like Ads to build your Facebook audience. Page like ads are meant for drawing attention to your page, but specifically targeted to people who are most likely to want to use your services, in order to gain a targeted audience (aka page likes). In other words, you are gathering targeted page likes. People who are raising their hand (aka showing their interest). No, you aren’t “buying” page likes. You are putting your page in front of people who are actually interested in staying connected with you.
Why should you run page like ads? First of all, it’s an easy way to connect with people. Almost “noncommittal” on their part. They still feel anonymous. Second, it’s a powerful reputation builder. As much as we don’t want to solely seek out page likes (because the wrong ones are actually detrimental to your Facebook business page’s health) we do want people to see our business as strong, healthy, and legitimate. Targeted page likes help with this. Third, because page like ads are the best (and least expensive) way to test out cold traffic audiences. In other words, if you aren’t sure if you’ve got your targeting dialed in, you can test run it through a Facebook page like ad campaign and then verify your new page likes… check them out each day to make sure the ads are bringing in the audience you want to attract. If it’s not, you can adjust your targeting. If it is, you are ready to run more expensive ads. Fourth, because your future advertising efforts on Facebook will reap serious benefits. In other words, having already found your target audience and gathered them as page fans, you can then run ads directly to your page fans… who are more likely to respond to your advertising than non-page fans. Who should I target my page like ads to? There are several audiences you should be targeting and, each audience should be its own ad set. You’ll want to target...Cold traffic. These are people who, while they fit your specific parameters of location & other aspects, have no connection with you whatsoever. Page like ads are an excellent “first-step” connection with cold traffic. Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. If they are visiting your website, and you’ve got relevant content on your website (not a bunch of random hyper-local event & activity posts) there’s a good chance they are targeted traffic. Get them connected with you on Facebook as well.
Email subscribers/IDX registrants. You want to integrate people into as many connection methods as possible. If you have email addresses or phone numbers of leads or clients, then you definitely want them to connect with you on your Facebook business page. So, who should you not be targeting? You shouldn’t be targeting your current page fans… it’s a page like ad! Don’t waste your money running it to people who already like your page. You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience!
Here’s an extra tip when it comes to page like ads... After you’ve accumulated at least 1500 targeted page fans, create a new ad set for the cold traffic audience above, but be sure to target only friends of fans. You’ll reap social proof in this audience and find that it responds even better than a simple cold traffic audience. Be forewarned though… don’t do this tactic unless you are absolutely certain that nearly 100% of your page likes are targeted… not fellow colleagues around the country, not unknown paid for likes, but actual, targeted page likes of people who are most likely to use your real estate services. When should you be running Facebook page like ads? From the moment your Facebook business page is active (and I mean setup properly and you are posting relevant content on it several times each day without fail) until you cease your real estate business.
2.CONTENT ADS 2.Second of all, you need to be running ads to promote your content. Wait, what? I’ve got to create content and then run ads to it? Well… do you want an online lead generation system that first builds know, like, and trust relationships and then entices people who already want to do business with you… to call you? If you want that kind of business, then yes, you’ve got to spend some time creating highly valuable content and running ads to that content. In other words, you’ve got to give to get. What do I mean by this? I am referring to the fact that you are creating powerful, compelling content on your website. I’m not talking about your Facebook status updates. I’m not talking about your neighborhood pages. I’m talking about content you’ve created that is extremely valuable. Content that answers a question and solves a problem for your target audience. Specifically a thorough and detailed blog post that addresses and solves a specific, relevant problem that your audience has in their journey. Then, you need to run ads that promotes that content… in a way that is more a “sharing” of the content. You definitely want lead capture elements within the content, but this is not about sharing a lead capture page disguised as content. This is about giving your all and sharing the solution to a problem that your audience has. Why should you be running ads promoting your content? For a number of reasons including...The fact that you are showing your audience that you fully understand their needs. Your content is solving their problems. They find your content valuable. In other words… you are working on a piece of the “nurture” element of lead conversion. The other reason is to create a targeted website audience… that you are pixeling and that you can then later run “next step” Facebook ads to. Who should I target my content promotion ads to? There are several audiences you should be targeting and each audience should be its own ad set. You’ll want to target...Cold traffic. These are people who, while they fit your specific parameters of location & other aspects, have no connection with you whatsoever. Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. You want them returning to your website over and over again.
Email subscribers/IDX registrants. You want integrate people into as many connection methods as possible. If you have email address or phone numbers of leads or clients, then you definitely want them to also be visiting (and revisiting) your website. Page likes. Assuming of course that you’ve accumulate page likes that are 100% your targeted audience (not your fellow colleagues or friends/family who took pity on you when you begged for page likes). So, who should you not be targeting? You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! You should also not be targeting a random audience. You want targeted. If your content solves a problem for homeowners, then you need to be targeting homeowners, not renters (as an example). When should you be running Facebook content promotion ads? From the moment your Facebook business page is active (and I mean setup properly and you are posting relevant content on it several times each day without fail) until you cease your real estate business. The minute you create a new piece of content, setting up content promotion ads should be your first order of business. Now, you won’t want to be running dozens upon dozens of content promotion ads at the same time. I suggest working on creating two insanely valuable pieces of content each month and running an ad for each one for an entire month. And then, over time, you’ll know what content appeals the most to your various audiences. You can create more of that type of content and you can run ads focused fully on the content that resonates with your audience. Here’s an extra tip when it comes to content promotion ads...Over time, you’ll notice that some of your content appeals more than other. If you create something that seems to go gangbusters… run it until either the content expires or, you stop having reactions to that content. A really good piece of content will always work for you. It’s something that is considered evergreen… never dying, never going out of date. Always resonating.
3.OPT-IN ADS (LEAD CAPTURE) 3. Third, you need to be running lead capture ads. I’m specifically speaking of the preverbal “home value” ad and the “search for homes” ad here. The biggest problem with these types of ads is that they are the first type of ads real estate agents run and they usually run them to cold traffic… traffic that scrolls right on past the ad itself. In reality, these ads are one of the LAST ads you should be running, to a warmer audience. With today’s ability to use ad blockers, most of these ads aren’t even seen by your target audience. They are just another noise maker and are being used to train people to ignore these types of ads. Not only that, but they tend to attract mostly two types of people…The first are the curiosity seekers. Those who have zero intention of buying or selling, but are really just curious. These are the ones that tend to be in your database forever without taking action. They aren’t targeted so they tend to suck up your time and produce very little results. The second are the opinion seekers. Those who have either already listed their home, or are already out looking at homes with an agent. If you want to attract people who aren’t just curious but are committed, people who aren’t connected to an agent but need an agent, you need to change who you target these ads to and when you are targeting them. Why should you be running lead capture ads? You should be running lead capture ads because you want to convert lookers into appointments. That is your primary reason for running lead capture ads…and to make that conversion process happen, you’ve got to run these ads to the right people, at the right time, in the right sequence. Who should I target my lead capture ads to? With lead capture ads, who you target and when you target them is paramount. Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. When you generate solid, targeted, warm traffic to your website, and then run a lead capture ad to that traffic, you are running an ad to someone who is most likely to take action and respond to your lead capture ad. Email subscribers/IDX registrants. You want integrate people into as many connection methods as possible. If you have email address or phone numbers of leads or clients, then you definitely want them to also be interacting and responding to your ads… especially when those ads require a specific action.
Page likes. Assuming of course that you’ve accumulate page likes that are 100% your targeted audience (not your fellow colleagues or friends/family who took pity on you when you begged for page likes) then running lead capture ads to them will give you amazing results. Low cost, high conversion. Page likes act like website visitors… they have a connection with you and are more likely to take action than cold traffic. So, who should you not be targeting? Quick frankly, you should not be targeting cold traffic with these ads. You do not want to spend more per lead than you have to, and you want to have much higher conversion rates, so don’t run direct lead capture ads to cold traffic. You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! When should you be running Facebook lead capture ads? Once you’ve got audiences that are big enough, you should be running lead capture ads… but you definitely want to watch your frequency rate on your lead capture ads. You don’t want to train your audiences to ignore your lead capture ads. I suggest creating six completely different lead capture ads and rotate them. Run two different ones at a time to the same audiences… for about ten days at a time. You don’t have to continuously create new ads, just a few so you can rotate them. Once you get a series of ads that work for you, run them continuously, never stopping. If you’ve got your Facebook strategic plan set up and running, you’ll always have new people in each of your audiences and you’ll want to continuously reach out to your audiences. Plus, not everyone in your audience is ready to see and respond to your ads, so keep them running until they are ready to respond to your lead capture ad. Here’s an extra tip when it comes to lead capture ads...If you want serious results from these types of ads, you need to change your message. Tweak your verbiage from “get your home value” to verbiage that appeals to a real problem they have, that you can solve. An example would be “Are you wondering if that Zestimate you just saw is true?” or “Do you have your doubts that your tax assessment value is your home’s real sellable value?” Both of these are examples of running the same type of ad, but appealing to your audience on a different level. Touching on the thoughts going through their mind, thus getting them to stop on your ad and click through.
4.NURTURE ADS (PAGE LIKES) 4. Fourth, you need to be running fan nurture ads. This is where you can use the power of your Facebook page likes and Facebook ads to make connections with your audience that don’t directly involve sales, but instead involve reputation building and turn page likes into your tribe.
These are powerful and these are fun. What are fan nurture ads? Fan nurture ads are things like….. Happy Birthday ads, Holiday ads, time change ads… in other words, you are putting some of your nurture process right into Facebook… where the majority of your audience is. Where your tribe is hanging out. Why should you be running fan nurture ads? If you want to build a business, you need a tribe. A tribe responds to your calls to action. A tribe gets behind you and supports you. A tribe takes a vested interest in your business. When you take a vested interest in your tribe outside of what’s in it for you, your tribe responds. Not to mention, the ads are fun to run. The responses from fans are fabulous and it’s encouraging to see people responding in such a positive manner to your message to them. Don’t destroy your message by trying to sell or promote in these ads. These ads are simply ads because we pay for them. In all other aspects, they are gifts and messages for your tribe, about your tribe. No about you or anything to do with you, other than you are the giver and they are the receiver.
Who should I target my fan nurture ads to? First and foremost, you want to target your Page likes. Assuming of course that you’ve accumulate page likes that are 100% your targeted audience (not your fellow colleagues or friends/family who took pity on you when you begged for page likes) then running fan nurture ads to them will give you amazing results. It’s a special something, just for them, and they like it. A lot.
So, who should you not be targeting? You shouldn’t be targeting anyone else except your page likes for fan nurture ads. These are special ads, for special people. Don’t water down your message by trying to target anyone and everyone with these ads.
You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! You should be running fan nurture ads as soon as you have enough page likes to run them. Typically right around the 400 page like mark is when you’ll want to start running your fan nurture ads. And, you’ll always want to be building your fan base by continually running your page like ads. You should setup a Happy Birthday ad and run it continuously. As far as other Holiday’s and events, obviously you’d run those around the time frame of the Holiday or event, not continuously. Go a step farther… if you do any type of appreciation event, or appreciation give-aways, you should run ads to your Facebook tribe inviting them into the fold. It is literally an excuse to give them something… and an opportunity to defrost them completely by potentially meeting them in person (depending upon what type of ad and event you are running).
5.ENGAGEMENT ADS (QUOTES, MEMES, PICTURES) 5. Fifth, you should be running Engagement Ads So many agents want reach and engagement, so this is how you get that ever elusive engagement. You run Engagement Ads. What are engagement ads? Engagement ads are exactly what they sound like… an ad that you create whose sole purpose is to get people to engage with that ad. Engagement includes reactions, comments, shares and video views. Engagement ads are about reaching the person on a level that causes them to react, almost compulsively. It resonates with them. Each type of engagement serves a different purpose and has a different benefit, so you’ll want to cater your engagement ads according to the specific type of engagement you want. It’s MUCH easier to get reactions (likes, hearts, etc) than it is to get comments or shares. Additionally, there are secondary benefits depending upon the engagement type you choose. Why should you be running engagement ads? There are several reasons to be running engagement ads… the two biggest are Facebook and your prospect. Facebook likes to see you putting out content (and ads) that they like…engagement ads are focused on getting positive reactions from people, Facebook likes this. Your prospect likes to feel good, be inspired and look smart. When you run engagement ads that meet one or all three of these aspects, you are creating a highly engaged Facebook page that will benefit you greatly. Like I said earlier, each type of engagement serves a different purpose and has a different benefit… so let’s talk about what those are… First are reactions. Reactions are likes, hearts, etc. When someone reacts to your engagement ad, you get the opportunity to invite them to like your Facebook business page. Second are comments. When someone comments on your engagement ad, you get the opportunity to respond to their comment. This is good! Third are shares. When someone shares your engagement ad, you can often “thank them” for sharing by reacting on the share.
Now… the biggest benefit of all of these, including the Video Views option? You can build audiences inside Power Editor for all of these…. video views and page engagements. THEN, you can run more ads to those who are the most engaged with you via your page.
Who should you target your engagement ads to? With engagement ads, this all depends upon your goal. If your goal is to reach people you don’t know (such as with engagement ads that are meant to get a reaction so you can invite reactions to like your page) then you want to run your engagement ad to a highly targeted homeowner audience. With other goals, you’ll need to decide if you want your page likes to respond more or you want people you don’t know to respond more. This is up to you.
Who should you not be targeting your engagement ads to? You should not be running engagement ads to other real estate agents. This is pretty much the same for every single ad you run (with the exception of a specific kind of “Event Ad” which I’ll get into later). When should you be running your engagement ads? You should be running your engagement ads all the time, in fact, right from the beginning of creating your page (after you have about 20 highly relevant posts on the page, you can jump right into running engagement ads to targeted cold traffic) Here’s an extra tip when it comes to engagement ads: When running engagement ads to cold traffic, your primary goal should be to run ads that will garner a reaction so you can invite those people to like your page. Video ads actually hinder this so if your goal is to build your page likes this way, I do NOT recommend running video or carousel ads in this case.
6. CUSTOMER JOURNEY ADS 6. Sixth, you should be running Customer Journey ads. I know you’ve heard of retargeting… whether you actually know what it is or not. But, I’m not talking about simple retargeting. I’m talking about “moving people through the customer journey into the sales funnel” type of retargeting. What are customer journey ads? Customer journey ads utilize segmentation and content specific retargeting. First, let’s talk content specific retargeting...Here’s what I mean… say you run a content enhancement ad an awesome blog post on your blog. Remember, within that content, you’ve got a content upgrade (aka a lead magnet) that is relevant to that specific content. Either a uniquely created lead magnet or a content upgrade within the article itself. After people visit that content (on your website), you want them to see ads for that specific lead magnet (or content upgrade) in their Facebook NewsFeed. This is powerful and specific retargeting. You’ve already “defrosted them” when they visited your article on your website and consumed it. Now go deeper and continuing the “defrosting process." This lead magnet should have already been “introduced” to them within the content itself but now, they are seeing it again, in a different way. Maybe they got distracted and didn’t get to opt-in before, and you remind them that you have this for them, so they can opt-in and get their hands on your lead magnet. Second, let’s talk segmentation…Segmentation retargeting ads are very specific ads that are directed to people who have visited specific pages on your website… like home search, home value, neighborhood pages, etc. After they’ve visited the specific page, you target them with a detailed next step, such as an online home value for those who landed on the home sellers page, or housing activity list for a specific neighborhood for those who landed on the specific neighborhood page (or even a piece of content you’ve created specifically for or about that neighborhood that you want to drive them to). In other words, instead of waiting passively for people to (hopefully) keep browsing through and revisiting your website, you are targeting them with what they are specifically looking for and driving them back, over and over again. Why should you be running customer journey ads? Have you ever heard of horse blinkers (some people call them blinders)? Horses sometimes need to be made to focus and blinkers keep the horse’s eye focused on what is ahead, rather than what is at the side or behind.
In today’s world of overwhelming distractions, you need to help your ideal client stay focused… which is why you should be running content specific retargeting Facebook ads. Think of them as “horse blinkers." After they’ve visited your valuable content on your website… maybe they got distracted and didn’t take advantage of the content upgrade or lead magnet you’ve offered in your content. That’s where customer journey ads come in…you are refocusing back to the solution you have for their specific problem. Because if you still believe that “if a consumer finds your website valuable, they’ll come back when they need your services” you need to be pulled from the huge web of deceit that is surrounding you. You’ve been lied to. It’s one of those sayings that there is absolutely ZERO evidence to support. Even back when we used to “bookmark” websites, people still don’t revisit…WITHOUT BEING TOLD to revisit! Without a powerful, relevant reason to revisit. Seriously, people don’t just wake up and think “oh hey, that real estate website that I got the local Christmas lights to visit list from, I need to go visit that website because now I’m ready to list my home and sell it.” WHY we’ve ever believed this lie is beyond me. This means that you need to be running “customer journey” ads to your visitors of specific pages on your website. Who should I target my customer journey ads to? When you’re trying to target with the lead magnet, these ads should only be targeted to people who have visited the content page on your website that houses the lead magnet (or content upgrade) you’re offering. In other words, you’ll need to pixel that traffic specifically, and you’ll need to create complimentary ads, ads that complement the content they’ve already visited, with the intention of encouraging them to respond to the lead magnet you are offering. When you’re trying to target a specific segmentation ad to specific visitors of a specific page, for example, if you have a page for home sellers on your website, you would run some sort of “upgrade” or “next step” ad to people who have visited that page on your website. You’ll set up an audience in Power Editor targeting that page, then you’ll create an ad and run it to that specific audience. You’d do this for all of the most visited pages on your website… at the very least your top 3-5 most visited pages. Once you’ve built out your top 3-5 most visited pages, you’ll go deeper and start creating audiences for even more pages on your website. If you have a blog site (and you definitely should have a blog site), you’ll create audiences for just about every blog you write. This is when it all becomes a big spider web, capturing everyone in every way possible, who has visited your site even one time. So, who should you not be targeting? Literally, everyone else. You should not be targeting anyone except visitors to your content page with these ads. These are very specific and your results will be drastically different if you run such a specific ad to general or generic traffic. The goal here is to move people along their customer journey and into your sales funnel.
When should you be running content specific retargeting Facebook ads? You should be running content specific retargeting ads as soon as you have enough traffic visiting the specific content page. Facebook determines that to be a minimum of 20 people that they are able to pixel. I recommend that you get the audience built up to several hundred people (and keep building that audience through content promotion ads) and start running content specific retargeting ads and then never stopping. If you stop driving traffic via content promotion ads, you’ll need to stop running content specific retargeting ads. Essentially, they are a “twofer.” Run the first one, run the second one. Once you’ve got your audience setup, you should be running the ads continuously. You’ll always have new people visiting the page (if you are driving highly targeted traffic to it), and you’ll want them to see the lead magnet opportunity as soon as possible after they visit that page. Here’s an extra tip when it comes to content specific retargeting ads...I mentioned horse blinkers earlier… here’s the deal, consumers have horse blinkers on when it comes to ads. In other words, blatant ads are now “not seen” by consumers because they scroll right past them, or, they are blocked by ad blockers. You want to get around this and that is why you want to setup a layered series… from driving traffic to content rich pages, to running content specific retargeting ads to visitors of your content rich page. When a consumer has just found a valuable solution to their problem, and then they are offered another, deeper solution, the “see” your “ad.” It stands out. When the student is ready, the teacher appears. This is true only if you (the teacher aka the agent) is always there, in a sense waiting, for the student aka the prospect, to be ready to move forward in their home buying or home selling journey. Make sure as the “teacher” you are always there. Here’s a bonus tip… Run segmentation ads to your entire website audience… except in this case, don’t run the “upgrade” or “next step” but instead, run ads to “segment” your traffic. In other words, run ads that point to your valuable seller page, to your entire website audience… driving traffic to that specific page… and then running the versions of segmentation retargeting ads I mentioned above to the traffic that visited those specific pages. So in essence, this is more of a two-step process, done twice. First to drive traffic to specific pages, second to move that traffic to a next step in the journey with you. You are strategically breaking down their walls and building up a know, like, and trust relationship.
7.EVENT ADS 7. Seventh, you should be running event ads. So… what are event ads? I’m betting you can guess what I mean by event ads, but just to be clear, let me explain. If you are a real estate agent who holds open houses, or you’ve taken a new listing and you’d like to make an “event” of launching that new listing for sale, or you’ve just closed a listing and you’d like to hold some sort of “celebration” event, or you’ve received an awesome video testimonial from a client, or anything else… you should be running “event” ads on these. Now, let me be clear here, running an event ad does not necessarily mean you are holding an actual event, although in the case of an open house, you are holding an actual event. What it means is that you are making a “mini event” out of whatever milestone you’ve just reached. A reason to showcase business happenings out to your audience. Testimonials are fabulous for sharing your story, your expertise, your knowledge, through other people. Through your clients. Testimonials are valuable. When you get video testimonials, it’s even more powerful. In a sense you’ll be creating a case study from your happy clients, of what it’s like to work with you, but they will be sharing their story, not you. In other words, their story will give you authority. Why should you be running event ads? Event ads are an opportunity. They are a deeper layer in your marketing, in your outreach. In fact, they are really your deepest layer. If you aren’t running the other ads I’ve talked about, you shouldn’t be running event ads. Event ads are another reason to showcase who you are and what you do, by show casing your clients and their journey through the home buying or home selling process. Who should I target my event ads to? Event ads are different from other ads. Why? Because your targeting is more specific, depending upon what type of event ad you are running. For example... For open houses, you should be running ads that are dual targeted… first by location (using the map pin in power editor) and second by deepening with specific demographic targeting. For new listings, you should be running multiple targets as well… including location, specific demographic targeting and… your tribe. You’ll want to target your tribe that is interested in the specific listing, whether that be through additional custom audience targeting of people who have visited specific neighborhood pages on your website, have downloaded neighborhood specific lead magnets, are a part of your email database who have expressed interest in or own a house in the specific neighborhood.
For testimonials, your most powerful targeting with them is directly to your tribe… whether that be through your Facebook business page fan base or through your email or website custom audience. All three are powerful indicators of a burgeoning tribe you can bring farther into the fold. So, who should you not be targeting? You really don’t want to waste your time or money on running event ads to a cold audience. If you haven’t started the “defrosting process” as I call it, people are not going to respond to your event ads. So avoid cold audiences. Also, avoid simply targeting all event ads to the same audience. Go deeper and more specific. If you want people to show up at your open house, or take notice of your new listing, or listen and react to a testimonial, you have to target the right people for each one of those. So don’t just target all of your various audiences. Take the time to figure out the right audience, depending upon the specific event ad type. When should you be running event ads on Facebook? Event ads are about the last ads you should be running. They require the most foundation, IF you want high quality responses. I’m betting you do, so hold off running event ads until you’ve built a solid foundation… a solid foundation on your website, a solid foundation within your email database, a solid foundation on your Facebook business page. There is serious power in event ads, when they are run to a strong audience. Don’t mess up building your foundation just so you can run an ad for an open house. Be strategic. Think it through. Build it up. Then run your event ads. Here’s an extra tip when it comes to event ads…Want to see some serious results? Setup a strategy for obtaining video testimonials. Someone else sharing their journey, sharing their story, sharing how using your services change their lives that is powerful. In fact, if you haven’t had any closings, or you don’t have people you can reach out to that will do a video testimonial, create a different type of testimonial...Whatever neighborhood you want to dominate in, start connecting with homeowners there and build a resource of video testimonials for that neighborhood. Find owners who love this neighborhood and are willing to share their love of the neighborhood on video… so that you can share that with other people who might be interested in living in that neighborhood.
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