Marketing

North DFW Real Producers Magazine

We are proud to partner with North DFW Real Producers! We are so excited to be featured in the magazine and look forward to developing a great partnership and friendship!

ABOUT

4 years ago Real Producers Magazine was a just a cool idea. Now we are in over 50 markets across the United States and expanding like wildfire! North DFW Real Producers being one of our most recent markets.

What is it? Who is it for? What value does it provide me and my business?

We are telling the stories of the top 500 real estate agents within North Dallas Fort Worth. In just North DFW alone, there are ~20,000 real estate agents. Yes, that is right. 20,000. Of that, the top 500 agents are doing over 80% of all the business. These are the agents who make the market what it is. They take this job seriously and they are doing it at an extremely high level. We have a tremendous amount of respect for these agents. If you heard real estate was easy, you heard from an ill-advised source. Just ask one of our agents - they will set you straight!

The mission of Real Producers is simple. We strive to inform and inspire the top producing real estate agents in the local market and connect them socially. The secondary focus is to provide an avenue for our affiliate partners to create relationships with these top performers on a level that they might not be able to achieve on their own.

Did You Know? E-Newsletters Work!

You can’t be everything to everyone that you’re trying to touch, and you have to have some type of an umbrella that takes that burden off of you because you’re realtors trying to run a business, not email marketers. You’re not social media gurus. You’re realtors with valuable time, and you need to be concentrating on other aspects of your real estate business.

E-Newsletters give businesses the opportunity to regularly communicate with customers and leads who have expressed interest in their company, making them a very warm audience. So what are the benefits of E-newsletters?

  1. Email is a Preferred Method of Communication. Today, email is one of the most popular forms of communication. By sending marketing materials to an email address, you ensure that you deliver your communications to a platform where your audience is nearly guaranteed to be spending time. In fact, 93 percent of internet users have indicated that they'd rather receive brand information in their email inbox versus their social media feed. So, by using email newsletters, you're ensuring that you're reaching people where they actually want to be reached online.

  2. Newsletters Help You Narrow Your List of Quality Leads. If someone signs up for your email newsletter, they've expressed an interest in your company - and have in turn become a lead. Once they begin to receive your newsletter, they may decide they are even more interested in doing business with you or that they no longer want to receive your communications. Email newsletters give consumers the ability to easily opt out of your list, which means that you can weed out the people who actually are not viable sales leads - and focus on the people who are still interested in becoming your customer.

  3. You Can Brand Yourself. Email newsletters are a great opportunity for a company to provide valuable, practical information and to show off what they know. For that reason, email newsletters can help you prove that you are a leader in your industry and a company that is worth doing business with.

  4. They Help You Stay at the Forefront of Customers' Minds. If you have a regular email newsletter, you can continuously remind current and potential customers that you exist. Many consumers get busy and forget about a company they're interested in without meaning to divert their attention. A regular email newsletter is a simple reminder that you're there and that you have a service or product to provide.

  5. You Can Schedule Them In Advance. Like all facets of your business, when it comes to marketing, time is money. Luckily, an email newsletter can be crafted in advance, then scheduled and sent out automatically by using marketing automation software. By automating your marketing messages, you can free up time to work on other parts of your business, and also ensure that you are sending out the newsletter at the optimal time of day.

  6. The ROI of Email Newsletters. With a low cost of operation to supplement all the benefits listed above, it’s no surprise that email newsletters generate a strong return on investment. In fact, a recent survey of marketers showed that email marketing was the most successful channel for digital marketing, especially when it comes to ROI. Sixty-eight percent of marketers surveyed reported that their ROI for email marketing was either "good" or "excellent." email marketing tactics had a median ROI of 122 percent. This means that email marketing pays off more than many other marketing techniques, including social media, direct mail and even paid search.

Email newsletters are a simple, convenient digital marketing technique, which can be helpful for a busy marketing team. You can use email newsletters to easily reach customers where they spend time - and not only can you provide value to them, you can also maintain them as a long-term customer.

Are you ready to reach your clients in an affordable, efficient and quality way? Hit the button below to learn about how our VAs can help!


What We Do: Marketing

Are you determined to get your business goals met in 2019? Do you have so many marketing ideas in your head and not enough time to implement them? What if you could relay those ideas to someone else and they could draft up the designs for your approval and then order and execute them while you go out and meet with clients? The job gets done… in more ways than one.

You give us the task, we’ll complete it. We handle Marketing tasks from postcard and business card designs, to website and social media platform creation, to customized listing presentations and more! If you have an idea, we will do our best to make it come to life!

Example of a Listing Presentation slide

Example of a Listing Presentation slide

Example of an Open House flyer

Example of an Open House flyer

Take a look at some of our frequently used marketing services and give us a call to discuss your marketing needs!

Voyage Dallas Feature

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

We are thrilled to have been featured on Voyage Dallas for Beyond Routine Planner! Beyond Routine is a passion project for us and we are thrilled with the success it has had in its first year! We are working hard for the next edition to make it even better for you all in 2019! Take a look at our Voyage Dallas feature below:


Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Today we’d like to introduce you to Tristan Skiles and Tiffany Haynes.

Tristan and Tiffany, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
We, Tristan Skiles and Tiffany Haynes, are the founders of Beyond Routine, LLC. We run a very successful Real Estate Virtual Assistant Company. The Virtual Assistant company started with one person and has grown to into a full staff, supporting entire real estate teams and brokerages.

Finding a planner that encompassed everything we were responsible for was daunting. Most of the time we found ourselves customizing the planners that we used, as they were designed more for the general busy professional. The planners did not assist with all the different departments you have to manage when running a company. We didn’t have a place to track expenses or to track marketing performances to ensure we didn’t throw money down the drain. The planners didn’t help reverse engineer our long term goals to ensure that our weekly and monthly goals were in alignment. The planners task lists didn’t separate the must do’s of the day with a separate section for the less important.

So, the idea was dreamed up to to design our very own planner and Beyond Routine was born!

We are actively immersed in the Real Estate Industry on a daily basis. There is not an agent that we come in contact with where advice is not given!

Together, we help agents construct their financial goals for the year and discuss how that transcribes to the things you need do every day to ensure you reach those goals. We teach agents that you cannot just focus on buying and selling real estate if you want to be in this for the long haul. You have to think of your business like a company, reviewing every subset of your business and ensuring those tasks are on your radar or strategically delegated to an expert in that field.

The successful Virtual Assistant company, VBS Real Estate is now referral only, we only take clients that are referred by active clients to ensure their quality and reputation is always at a manageable rate. It was without a second thought that we designed a planner just for Real Estate professionals to ensure agents had complete control over their career and lives. It is the objective that the agent was left to begin with the end in mind and had a guide to take with them as they served families but kept their business and well-being a top priority as well.

During the process of designing the Real Estate Edition Planner, we were approached by several entrepreneurs, small business professionals, friends and family who desired the same goal planning and strategy pages that the Real Estate Edition planner had to offer. Being that we were busy professionals ourselves we knew that this was a need that we could meet. Thus, the Entrepreneur Edition was created to help busy professionals and entrepreneurs, like ourselves, manage their daily tasks, strategize, dream and plan.

To say this is a labor of love is an understatement! Hours of planning, designing, strategizing, gathering market research and simply putting ourselves in the seat of the entrepreneur were all done to get this right and to make sure it encompassed everything needed.

To live Beyond Routine is an invitation that we worked hard to be able to offer our customers. We hope that each customer accepts this invitation! If you do, we are committed for a lifetime to evolve year after year with you. Taking in your feedback and providing the most efficient and innovative planner they have ever used!

Has it been a smooth road?
As with any first year of business, there have been some hiccups along the way. We went into this with confidence, a budget and high expectations. Each of which was a bit shaken at one time or another.

Because this was our first year and we were so excited to offer this product to agents, we decided to offer pre-sales of our planners. We had discussed with our printer the turn-around time for production and shipping and were confident that all items would be in stock in time. However, as with any shipment of this nature, delays are common and we had just about every delay possible hit us. This was so frustrating for our customers as-well-as for us! We made a decision not to do pre-sales again and to make sure we are ordering early enough to have all product on hand by the time the customer places their order.

Another thing, we really didn’t know about was the expense of shipping cargo by sea and all of the freight, transportation, loading and miscellaneous other charges that incur. These add up quickly and was something we did not expect.

Lastly, once we received our inventory and began shipping planners out to customers we learned of some printing errors that had taken place. These are common and do happen in mass production in low volumes. However, for us, this was unacceptable and did not meet our standards of the quality that we expected in our product and wanted our customers to receive. We made it a point to make sure that moving forward our high expectations are met and that inventory control is a high priority.

Each of the above instances shook our confidence at one time or another. However, our love of this product and the feedback, compliments and high demand from so many amazing customers have just confirmed what we knew when we began this journey.

Continue reading the rest of the interview here

Upcoming Class: Confused on the TREC Contract Changes?

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Confused on the TREC Contract Changes?

COME LEARN IN A FOCUSED SPACE BY A TREC CERTIFIED TRAINER WHAT THESE CHANGES MEAN FOR YOU!

- Review the marketing changes
- Review the contract changes
- Take changes line by line to ensure comprehension
- Live Q&A to address your questions

Sign up HERE

VBSRE: NOW IN OPEN ENROLLMENT!

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

WE ARE CURRENTLY IN OPEN ENROLLMENT WHERE WE ARE TAKING ON NEW CLIENTS! PLEASE EMAIL US FOR MORE INFORMATION, THE OPEN ENROLLMENT PERIOD EXPIRES ON JANUARY 26TH AT WHICH TIME WE WILL RESUME TAKING NEW CLIENTS BY REFERRAL ONLY. 

COMPLETE THE FORM HERE FOR OUR FULL SERVICES BROCHURE & PRICING!

EMAIL VBS Real Estate
info@vbsrealestate.com

VBSRE Feature: Listing Presentations - Ready to Order!

We provide custom listing presentation templates where you can have a complete modern and professional listing presentation in PPT form so you can add your own images and contact information or request that we finalize the custom presentation for you!


The Ultimate Listing Presentation!

Now Available to Purchase as a template or fully customized with your information and brand! 

You have just found the most impressive and strategically organized Real Estate Listing Presentation that will help you win listings. This custom listing presentation is easy to use, cost effective, and works great for any real estate agent – experienced or not! Our listing presentation can be fully customized to match any brokerage’s identity and branding, any agent’s business model, and will work in any market.

Q & A: How Can I Raise the Bar on My Social Media in 2018?

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Far too often we think of social media in the same way that we thought about the cork boards in the coffee shops many years ago — as a place to tell people what we need.

Social media is not about what you need. It’s about what you can give.

Real estate agents are at the bottom of the barrel when it comes to public perception.  Frankly, people don’t like us. Social media has not helped our fight to get out of the basement of public opinion for one reason: on the whole, we don’t know how to use it.

The common idea is that social media is for telling people about your listings, showcasing your buyers at the closing table, promoting how great you are or how amazing the market is right now. 

We overuse words like “fantastic,” “unbelievable,” “awesome” and “opportunity.” We claim that our own genius sold a house in one day despite location and price.      

All of that has a place in marketing, but posting about what you need will, eventually, tarnish your brand. It will become, well, annoying. 

If we focused on three basic strategy pieces in our social media use, our brand would strengthen along with the perception of our industry.

Add value      

This is not all about you, but it, also, is all about you.

The age-old thought that people are hiring you and not your brokerage could not be more true. Adding value to the problems that the buyers and sellers are facing reinforces your position in the market.

If you are giving away knowledge, tips, advice or data that is not easily attainable, the perception of your value will increase. 

If a potential clients see multiple posts that answer their unasked questions or solve their problems, they will turn the volume up on what you say via social media. You will have earned their attention. That is the ultimate goal on these platforms: attention.

Posting your listings, your closing pictures and the promotional items can be a part of your strategy, but it needs to be peppered with some high-value posts as well. Things like:

  • Market data from the MLS is useful and hard to get for the general public
  • Strategy for buying and selling in your market
  • Low-cost staging tips

Be real

There is a big difference in creating content and reporting what is happening. 

There is a need for produced content in your strategy, but the off-the-cuff and real posts tend to get the most traction. 

It promotes authenticity, honesty and the fact that you are a real person. Give people a sense of how you show up. 

If all of your social media content is produced, and you do not show up to the listing appointment the same way — it can become negative branding.

You want to show up as your authentic self every time, be it social media or in a meeting.

  • Look at a post as a conversation starter. Be natural. Use your tone and words. Be open to responses. 
  • Embrace the mess-up. If you stumble your words or put up the wrong graphic, don’t pull the plug. Acknowledge it, and keep going.
  • If you don’t believe it, don’t post it. 

Use video

If you aren’t already using video, start incorporating it immediately.

Video is a delivery method that reinforces your principles and core values. It allows your audience to get to know you on a deeper level.

Our attention span is around eight seconds at last check. The written word does not capture people the way that an image does on social media. When you add voice and tone into the mix, you increase your chances of gaining someones attention.

There is no replacement for your voice and face working at the same time to provide good, valuable content. I would be shocked if this was the first time you have heard this, yet, many avoid using video.

Do not waste time worrying about being prefect, focus on three things when you shoot video for social media:

  • Can you see what you want people to see in the video?   
  • Can you hear the person talking in the video?
  • Is the video too long to get the point across? The shorter, the better — as long as you prove your point or deliver your content goal.

We toil over making sure that people know that we sell houses. Our tendency is to only talk about what we are selling or how well we are doing in our business. It feeds our ego and promotes success. 

However, very few agents are able to push back the curtain on the produced video and rise above the photoshopped headshot and the scripted conversations far enough to gain a real audience through social media platforms.

By adding a deeper goal to your strategy, you will reinforce your brand and bring your business to a level of approachability on these channels. You become more service and less sales. For social media purposes, that is far more likeable.

Tip of the Week: Use Drip Marketing

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Email drips are some of the most cost-effective and efficient ways to automatically reach out to leads. To act non-confrontational, keep your drip emails very informal with an end goal of getting your lead to take an action like responding.

Tip of the Week: Follow the '10 Days of Pain' Rule

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

I know it sounds awful, but trust me when I say that it works. During the first 10 days of getting a lead, you should try calling, texting and leaving voicemails several times. At this point, you shouldn’t need to manually email your lead since your drip system should be taking care of that portion of outreach. You will probably feel like you shouldn’t make that extra call or send that extra text, but it might make the difference between getting a deal and missing out on one. The first few minutes are especially important when you first get a lead, but if you don’t immediately make contact with them, the next 10 days are crucial.

Q & A: How Can I Tailor My Social Media to Target Millennials?

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

BY SARAH LAYTON

To you, social media may be an optional and annoying component of your overall real estate marketing strategy. But millennials turn to social media to date, shop, learn, communicate and now, buy real estate.

Although millennials get a bad rap, you should be careful not to count them out. According to a National Association of Realtors report, people 36 and younger, aka the millennial generation, were the largest group of homebuyers at 34 percent from July 2015 until June 2016.

If you want to capture the attention of more than one-third of today’s buyers, you will need to get savvy with social media.

Go beyond Facebook
 

It’s no longer sufficient to just have a branded professional Facebook page. To attract the millennial set, you also need to have a beautifully branded Instagram and Snapchat account.

Your profile and stories should be filled with actionable tips, entertaining stories, community information, lore-worthy listings and a link to IDX.

Here is an example of how an agent in Denver promoted a local movement. Instagram posts like this are powerful for engaging the local community with your brand.

Younger buyers love to post pics of their new homes on Insta and Snap, so be prepared to capitalize on that opportunity on closing day.

Help your clients prepare for pics by letting them know ahead of time that there will be a post-closing photoshoot. Clients who are self-conscious will be grateful for the heads-up. Also, be sure to take at least 10 photos so your buyers can choose the ones they like best.

Currently, Snapchat is an even larger opportunity for agents to capture the underpriced attention of millennial buyers than Instagram. Because so many agents are still avoiding Snapchat, you have a limited-time opportunity to stand out as an agent on the platform for a bottom-barrel price.

Grow and engage

Having followers is cool. Having fans is lucrative.

Engagement and growth depend on you posting frequently (three to five times daily) and consistently.

The easiest way to expand your reach quickly on Instagram, is to assemble 20-25 relevant hashtags like #firsttimehomebuyer or #millennialmoney and use them (as a comment) on every post.

I suggest keeping your list of hashtags as a note in your phone so you can copy and paste them quickly each time.

The biggest rule of thumb to cultivate an audience of millennial buyers? Post content that is primarily in their best interest, rather than yours.

For example, a humorous video series that explains what not to do when buying a house or regular reviews of apps that help making the homebuying process easier.

These buyers grew up in the age of internet marketing and are talented at ignoring ads. Don’t treat social platforms like billboards. Captivate clients with content that connects with them emotionally instead.

Get ahead

Every platform has its day, but most apps won’t last on top forever. Twitter is a prime example of a rise-and-fall story.

That means that even if you invest in becoming the biggest agent on the “it platform” of today, you could wake up in 18 months to find yourself back at the bottom of the next hot app.

Don’t let that discourage you from building an engaged flock of fans on Facebook, Instagram and Snapchat today. Instead, you should also keep your eye on what’s up-and-coming, so you can maintain and predict the attention of millennial buyers.

Review the top 100 apps trending on Apple every day. If you see a social app start climbing the ranks, establish a profile, become a regular user, create relevant content and start engaging.

By the time the app makes the top 10 list and your competition starts to learn about it, you will already by a big name on that platform.

Regardless of what your opinion is of millennials, there is no denying that they are a legitimate and extremely lucrative real estate niche. Let your competitors keep their condescending opinions about millennials, and collect the commission for yourself by stepping up your social media strategy.

Tip of the Week: Website SEO

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

You would be hard-pressed to find any real estate professional who would argue against the value of an strong online presence. A well-built business website can increase sales leads and build brand awareness.

Your site should play a vital role in assisting clients as they begin the buying or selling journey. For 44 percent of buyers, the first step taken in the home search is to look at properties for sale online, according to the National Association of REALTORS®’ 2016 survey. The report also reveals that 86 percent of buyers found websites to be the most useful source of information while purchasing a home.

Whether you’re a new agent, a broker starting a new company, or a brokerage owner who’s considering giving your agents their own websites, online tools such as Placester—a REALTOR Benefits® Partner—offer free websites to members of NAR. Other companies like Wix or Weebly can help users create a real estate website for a relatively low cost. Or, you can work with a company that specializing in custom-designed websites. Real estate professionals can choose to connect to an IDX feed, which will display MLS listings, or you can choose to manually upload properties you’re listing on your website with beautiful photos and descriptions.

No matter which solution you choose, the most important aspect of maintaining a website is making sure your potential clients can find you online. So, a key component of your online marketing strategy is making your website easy to find. You need to effectively position your brand in search engine results like Google through search engine optimization.

Optimize Information on Your Real Estate Website

The content on your website contains vital information for letting Google and other search engines know your relevancy to a search query. You can optimize the following content on your website to make search engines happy and return your site in results:

  1. Choose a domain name that’s relevant to your business and location. For example: oregonrealestate.com.
  2. Use keywords strategically on each page of your website to identify your business, services, and location. Choose words or phrases your target clientele would use to find you.
  3. Include your contact information—your company name, address, and phone number—on every webpage, not just your homepage or contact page.
  4. Go beyond content that only focuses on your services and listings, and include information about the local area in your website copy. This will help search engines associate your business site with the local market, and more importantly, provide valuable information to your buyers, letting them know you’re an expert in the area.

Other SEO strategies include link building, guest blogging, social media marketing, and working with third-party review and listing sites. The more effort you put into your SEO strategy in the beginning, the more it will build over time so your website is the first solution your potential clients discover when they begin to looking for real estate properties in your area.

Tip of the Week: Build Your Brand on Social Media

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Original Source

Social media has become a key branding tool for professionals across all fields, including real estate. Brokers and agents can connect with fellow industry players, push out information about listings or open houses and use social listening tools to identify potential clients who may be looking to buy.

But as with any brand, no one will want to follow you if all you post about is business. Your social media audience wants to know that there's a human being behind your accounts, and it's important to have a healthy mix of personal and professional content to keep people engaged.

Members of Forbes Real Estate Council offered 10 key ways to use social media as an effective brand-building tool without alienating your followers.

1. Show Your Personality And Charm

You may be focused on selling your product and service, but it is paramount that you incorporate the importance of intangible factors like personality and charm. You've been in sales your whole life because every day you are selling your most important asset: yourself. It may sound cliché, but people do business with people they like. So sell yourself; the business will come later. - Alex Chieng, A & L Real Estate Team

2. Be Yourself And Let People Into Your Daily Life 

Don't be afraid to let people in on your daily life. If you post little snippets of your life, people will love following you. Keep your social media positive — happy pictures of your friends and family, and then sprinkle in a little bit of work-related subjects. Be real! When you make people laugh, they will be glued to your reality. - Angela Yaun, Day Realty Group

3. Find A Balance 

It’s important for your social media to be a reflection of yourself, personality and all. But at the same time, remember who your audience is. Your followers are likely interested in your real estate knowledge, not necessarily how you feel about the current political climate. Make sure to find a balance or people might not take you seriously in the real estate industry. - Joshua Hunt, TRELORA

4. Have Your Clients Blow Your Trumpet 

I have seen some younger brokers/agents use social media to engage with their customers and use that as a brand building tool. It adds more validity to your skills when praise comes from your clients rather than yourself. Tagging your clients in a post mentioning a successful closing might be the first step to brand building on social media. - Nikhil Choudhary, Zenith Engineers Inc

5. Focus On Facebook 

The biggest mistake most good agents make with social media is they try to do it all. The vast majority can't; they are too busy. The best one for agents is hyperlocal: Facebook. You can connect with your sphere and your neighbors. There is no better way to reach your audiences to build your brand. Use Facebook in the course of your daily routine and post as you go. - Kevin Hawkins, WAV Group, Inc.

6. Be Consistent 

To build brand awareness you need to stay consistent with your message, whatever it may be. Make sure to be active across your social media platforms on a daily basis and find a way to differentiate yourself and stand out from the herd. - Engelo Rumora, List'n Sell Realty

7. Don't Try To Sell

Use social media to build your personal brand, not to sell your product or service. Post items that help people understand who you are, what you think and what you stand for. Be very careful never to criticize others: Whatever you say on social media is out there forever, in writing, for anyone to see. - Lee Kiser, Kiser Group

8. Add Value To The Conversation 

Whether you currently use social media or not, it is critical to understand that your brand is already being talked about online. By using social media, you can steer the conversation in the direction you desire. The No. 1 rule of social media is to provide value. Always make sure you're adding value to the conversation while keeping the goals of your audience in mind. - Sarnen Steinbarth, TurboTenant

9. Be Where Your Clients Are 

When developing and managing your social media brand, it's important to focus on those channels where you'll have the most impact. The greatest content in the world is useless if no one is seeing it. Survey your clients and prospects to find out what social media channels they're using and what type of posts they like to read. - Lisa Fettner, ReferralExchange

10. Go Behind The Scenes 

Use social updates, videos, live streams and other tools to show off not only your listings, but your life. And I'm not talking about a video of you standing in front of a Bentley — I'm talking about the real grunt work that goes on behind the scenes whether you're staging, flipping or listing a home. - Kent Clothier, Real Estate Worldwide

Q & A: What Marketing Ideas Can I Implement for Halloween?

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Don’t be a ghoul this Halloween and overlook one of the best marketing opportunities of the year for real estate agents. Here are some fresh ideas and hacks that’ll make an impact and assure your remembrance after trick-or-treating fades to black.

Intrigue your prospects through reverse trick-or-treating this Halloween

What better way to get noticed by your prospects than to offer an unexpected gift. You can quickly become the most popular real estate agent in the neighborhood by filling goodie bags with fun treats mixed with marketing items.

How do you reverse trick or treat?

It’s easy. Knock on doors in your farm, and hand out your treats. It is a unique and memorable way of being recognized, and it’s a great way to be social in your farm neighborhood.

Be smart with your marketing, and use helpful items branded with your contact information. Things such as chip clips, post-it notes and pens will be used more than once. They will continue to remind your prospects who to call for their real estate needs.

Plan a spooktacular open house in a vacant listing

Do you have a vacant home listed in an area with good trick-or-treat traffic? Why not utilize the space for what could become the most visited open house of the year?

Holding a themed open house on Allhallows Eve is just plain fun. You can make your event as creative as you wish.

Be careful about going overboard with Halloween decorations. You still want the home to shine. You are just taking advantage of the time of year to attract a slew of visitors.

Be sure and have at minimum, flyers of the home, treats for the little witches and warlocks and a cauldron of witches brew (warm apple cider) for visitors.

Don’t be the invisible agent by forgetting to fill your flyer boxes

If you are in an area that allows flyer boxes, make sure all of them are entirely stocked before the big day of trick or treat.

Speaking from experience, it’s disappointing when prospective buyers stumble upon a home they are interested in, and the flyer box is void of content.

Mom and dad will pick up a flyer during trick-or-treating with their little angels, but they most likely will not pick up the phone.

It is likely that your inventory will see more foot traffic during trick-or-treating than it will all year. Don’t overlook the opportunity to show off your listings.

Hydrate passerby’s with ‘ghost tears’ (water bottles with your logo on the label)

Here’s a simple and almost free marketing hack. If you have a printer and paper, you’ve got this one covered.

Search for a water bottle logo template, fill in your information, and print. Then, replace the current water bottle label with your personalized label.

Consider adding Halloween-themed artwork, so your contact information does not appear to be the main attraction.

Too much advertising without distraction can backfire, especially during an event that is kid-focused.

Show some love to the parents by treating them to a bag of goodies

Because handing out business cards with kids candy is seen as a horrible marketing idea by some, you can move around that barrier by handing out contact information in a parent-themed bag of smart marketing goodies.

It’s always good to have a little extra treat for parents when they come by with their little ghouls and goblins. You can use the same items you would use in a reverse trick-or-treat bag, or you can go rogue and be creative.

Other things that are well-received by mom and dad are useful tips for around the house or winterizing tips. You may also want to add a card they can return to you for a free market evaluation of their home.

Think green (like a witch’s face), and market with reusable trick-or-treat bags

Handing out small trick-or-treat bags with a Halloween theme and your contact information printed at the bottom is usually well-received. It brings more focus to the event and can ease the minds of parents by knowing who is behind the candy giving.

Consider having a few Halloween safety tips printed on one side and your contact information on the other. A reusable bag is good for the environment and serves as a reminder as to how mom and dad can reach you.

Partner with local businesses, and hand out coupons

Many local businesses will partner for an advertisement. Consider asking one to allow you to print coupons with your contact information offering a discount, such as 10 percent off a purchase at their establishment.

Then print coupons with the offer on one side and your contact information on the other to hand out to parents as they come by with their kiddos.

This type of marketing works well with most retail businesses but tends to get the most traction when paired with a restaurant.

Tip of the Week: Cultivate Relationships

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

By Brian Buffini for RisMedia

Most agents, in an effort to get quick results, only see as far as their next transaction. While this tactic works occasionally, it doesn’t match the seasonality of the market, and it’s not sustainable over the long run. The most successful agents understand that while hunting for and generating leads is important, it’s also necessary to plan ahead by cultivating relationships.

Thrive in Any Season
 

The primary difference between an agent who’s just getting by and a successful professional is mindset. Not only do the pros consider the future and prepare for potential shifts in the market, they understand the importance of investing in their relationships with existing clients.

Just as a farmer cultivates his fields, professionals tend to their relationships by calling to check in on clients, writing personal notes and providing great service after the transaction has closed. On the flip side, daily lead-generation activities put pros in the position of a hunter; performing daily lead-generation activities will produce leads and fill their pipeline with business.

Cultivate Reliable Leads
 

When the market is up, business flourishes. This is the time to build relationships and add people to your database. You can help your business weather peaks and valleys by asking for referrals from clients when the market is high and making time to get face-to-face. This is also the time to make your business a well-oiled machine so you’re in a position to thrive when the market slows down.

Be “Salt”
 

A primary trading commodity between civilizations, salt—or sodium chloride—is a seasoning that changed the world. Separately, both sodium and chloride are poisonous; however, when put together, they’re essential for life.

Think of sodium as our “thinking” and chloride as our “actions.” Thinking allows you to unleash the power of your mind; action helps you harness the power of your habits. When you combine the two—when you become salt—you’re an unstoppable force. If you want to “be salt,” you need to:

  1. Make up your mind. Andrew Carnegie said, “You are what you think. So just think big, believe big, act big, work big, give big, forgive big, laugh big, love big and live big.” Maintain a positive, can-do attitude and harness the power of a made-up mind.
  1. Just do it. Once you’ve decided to do it, do it. Theodore Roosevelt said, “Do what you can, with what you have, where you are.” Use the tools at your disposal to take action and build your business.
  1. Do it better. Maya Angelou said, “Do the best you can until you know better. Then, when you know better, do better.” Always work to improve your skills and increase your knowledge, then apply what you’ve learned to your business.

Real estate is cyclical. Insulate yourself from the whims of the market by leveraging the peak seasons, maximizing your efforts and becoming salt. If you put in the work and commit to developing relationships, your business will not only survive—it’ll thrive.

Q & A: Is Facebook the New Zillow for Real Estate Ads?

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Will Facebook have its real estate cake and eat Zillow’s, too?

In what appears to mark a significant shift in the real estate marketing landscape, real estate agents and brokerages are more likely to buy ads on social media than on all other forms of digital media, including listing portals, a new report and Inman data suggest.

The report, which was released by advertising research firm Borrell Associates, suggests that social media advertising is producing a significant return on investment for real estate agents, signaling rising costs for Facebook and LinkedIn products and stiff competition for Zillow Group and realtor.com. 

“Overall, agents are spending $9 of every $10 on digital advertising, and more and more of the spending is going to Facebook and LinkedIn,” Borrell reported.

It forecasted a large migration from “pay-for-listings sites” — which is Borrell’s term for listing portals — “to more sophisticated forms of targeted digital advertising, in both display (banners) and particularly in social media.”

Social media poses increasing threat to portals

Comparing the results of Borrell’s study to a 2014 Inman report suggests that this migration has already progressed significantly over the last three years.

Of all paid lead sources, Facebook ads generally yielded the highest return on investment in 2014, yet agents were only half as likely to buy Facebook ads as they were to invest in listing portal ads, the Inman report found.

Three years later, agents have apparently caught on to the potency of social media marketing and are more likely invest in that medium than in listing portal ads.

“Just as it has grown to challenge the rest of the digital space for all display advertising, social media sites have drawn burgeoning adoption among Realtors as well,” said Borrell Associates’ Kip Cassino, who helped author the report.

Long term, social media sites present a big threat to listing portals, he added.

Social media marketing holds special appeal to the real estate industry. Agents and brokers spend twice as much on social media tools and outside assistance as the average local advertiser, according to Borrell.

Eighty-seven percent of agents and brokers have a social media presence, and of that group, nearly seven out of 10 have “boosted” a post, meaning they have paid to promote a post on their Facebook business page.

In addition, nearly six out of 10 agents with a social media presence purchased targeted social media advertising. This involves paying to promote an ad to a specified audience, such as likely first-time homebuyers, but doesn’t require posting on a business page.

The attraction stems largely from Facebook’s sophisticated ad-targeting capabilities, which allow agents to target ads by categories such as “likely to move” and “first-time buyers.”

“When you consider that Facebook and Instagram can also deliver ads to users by ZIP code and household income, it’s easy to understand the allure to agents and brokers,” the report said.

Adoption versus spending

Superior adoption of social media advertising does not necessarily mean that agents are collectively spending more on social media than on listing portals. Nor does it mean that total advertising spending on listing portals has diminished.

In fact, the advertising business of Zillow Group and realtor.com has grown rapidly in recent years, Borrell notes.

Since Borrell expects agents to spend a total of $2.559 billion on “targeted display” advertising this year — that includes listing portal ads and virtually all social media ads in Borrell’s book — Zillow Group and realtor.com’s collective revenue of $1.5 billion (most of which comes from targeted display ads) suggests that listing portals still receive more agent advertising dollars than social media sites.

It’s also worth keeping in mind that listing portal advertisers appear to spend more generously compared to Facebook advertisers.

Zillow Group advertisers were on pace to spend nearly $6,000 annually for leads from the listing portal in May 2016, the last time Zillow Group reported average advertising spending. Its revenue has grown substantially since then, as the company has focused on selling to deep-pocketed “super agents” while phasing out smaller customers.

By contrast, agents and brokers who buy social media ads spend just under $5,000 on average, according to Borrell’s survey.

Agents are the online marketing early birds

Real estate agents have embraced digital marketing more than perhaps any other type of professional. Of the total ad spending by agents and brokers this year, 87.1 percent is expected to go towards online marketing, up from 84.9 percent in 2016.

In fact, real estate agents and brokers are “the first and, so far, only big advertising category where digital expenditures aren’t continuing in an upward spiral,” Borrell reported.

Spending by agents on digital advertising peaked nearly three years ago and has been flat or slightly down since then, according to the research firm.

Real estate agents and brokers’ total ad spending — on both digital and print advertising — followed the same trajectory, dropping 8.5 percent from 2015 to 2016 to $9.87 billion.

The trend is expected to reverse this year, with Borrell Associates projecting a spending increase of 6.2 percent to $10.48 billion in 2017.

While the report highlights social media momentum, email marketing accounts for the largest share of spending by agents and brokers. Borrell expects them to dish out $3.59 billion on the medium in 2017.

Email marketing spending includes that which is allocated to email marketing systems, such as Constant Contact, as well as agencies that handle email marketing on behalf of agents and brokers.

Targeted display advertising — which Borrell anticipates will grow the most in the coming years — was runner-up among marketing spending categories, projected to account for $2.56 billion in spending in 2017. It covers both social media ads and all listing portal ads other than paid listing promotion. (Most paid listing portal ads are for buyer’s agents, while placing listings on portals is generally free for agents.)

The increase in marketing spending by agents and brokers will be driven almost exclusively by investment in digital advertising channels — social media chief among them, according to Borrell.

Over half (53 percent) of agents and brokers buy social media ads already, Borrell found. The marketing medium trailed only postal mail (77 percent) and newspaper (66 percent), while outranking magazine (48 percent), email marketing (36 percent), search engine marketing (34 percent), display ads (21 percent) and online classified ads (15 percent).

In this particular breakdown, it wasn’t clear which of Borrell’s marketing categories covered ads on listing portals such as realtor.com and Zillow Group. (Borrell Associates didn’t respond when asked.)

But search engine marketing, display ads and online classified ads would seem to be the only candidates, and they all trailed social media ads in popularity.

Facebook’s opportunity

Facebook has said it’s “betting big” on real estate and is focused on designing ad templates that can improve agents’ ROI, even as its ad prices increase, and there appears to be a lot of real estate marketing share up for grabs, especially at the brokerage enterprise level.

Fifty-seven percent of respondents had annual advertising budgets that were less than $10,000. Many of those were probably individual agents. On the other hand, the 29 percent of respondents who reported having budgets between $10,000 and $50,000, and the 14 percent prepared to drop over $50,000, likely included a much higher proportion of brokers that run large brokerages.

On a per-agent/per-broker basis, agents and brokers tend to spend significantly more on other marketing channels, such as newspaper ads, online classified ads and, though least popular, broadcast TV, than the $4,940 they allocate to social media ads.

That could start to shift. Facebook recently rolled out its first custom ad product for real estate companies, and in an example of co-opetition, Zillow Group has begun selling Zillow and agent-branded Facebook ads through a partnership with the social media giant.

Targeted display advertising — which covers both social media marketing and most listing portal ads — is expected to double over the next five years, while online video grows 38 percent, Borrell said. Search engine ads and un-targeted “run of site” banner ads, meanwhile, are likely to become less popular, according to the research firm.

A changing marketing landscape

Three changes will reshape real estate marketing in the years ahead, according to Borrell:

Seniors are the most lucrative buying segment, “forcing a different focus on marketing”
Ad targeting “has expanded digital media’s reach beyond active buyers to dreamers and intenders”
Agents are spending “an extraordinary amount of time and money on marketing tasks”
These trends provide fertile ground for a “market entrant that can simplify marketing tasks and consolidate them with basic office and communications functions” — which is, indeed, is the goal of many existing real estate vendors.

“The real gold mine is in a desktop or mobile app that can manage the data entry/monitoring tasks and spray out post cards, emails, Tweets, banner ads, brochures, and whatever else will help spread the word,” the report said.

And the “biggest short-term opportunity” exists for any entity that can handle marketing on behalf of agents and brokers — 78 percent of which are “novice/apprentice” marketers, rather than experts.

“Real estate professionals are looking for someone to make sense of the myriad of marketing channels, and to manage them in an efficient and cost effective manner,” the report said.

“There’s bound to be a lot of opportunity when the average agent spends $31,817 annually on tools or outside assistance related to social media — as much as they might make in total commission on selling four or five homes.”

Tip of the Week: Meet Their Expectations

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Demand for homes continues to be strong and, in many areas, supply continues to be lacking. That means it’s a seller’s market, which is good news for homeowners who’ve been thinking about selling their home. But just because it’s a seller’s market doesn’t automatically make selling a home easy.

In fact, in a seller’s market, it’s not uncommon for both sellers and their real estate agents to be overconfident.

The truth is that even in great market conditions, a home rarely “sells itself.” And with a herd of buyers out there competing for relatively few properties, a listing agent who isn’t organized or diligent can get stampeded and cost his or her client both time and money.

How does a seller avoid this?

Sellers can avoid this by finding the right agent — one who will actually sell their home rather than just list it.

Potential sellers might not even be aware of all that’s involved in a relationship with a real estate agent, but there are eight crucial things a seller should expect from their listing agent as they prepare to sell a home:

1. A developed and shared strategy

Good listing agents should be able to explain to sellers their approach for identifying potential buyers and marketing to them.

Marketing has to be targeted. Even in a seller’s market, putting up a sign and waiting will not cut it.

2. Advertising

He or she must invest in advertising a property and have marketing expertise to make the investment pay off

3. Help with getting the home ready

An agent who will help a seller get the best price in the shortest amount of time is one who will guide them through getting the home ready for sale.

4. Proper presentation

Professional photos of the property can be a huge difference-maker in the amount of traffic a home receives from potential buyers.

5. Incentives to buyers

Especially in a competitive market, buyers will need to feel as though they’re getting something extra, whether it be a membership to the local pool, a free home inspection or warranty or even free cooking classes to go along with that gourmet kitchen.

6. Communication

Sellers should receive a report every week so that they know what’s being done to sell their house.

7. Area-specific pricing expertise

The easiest way to mess up a sale is by pricing it wrong from the start. And just because an agent offers a market analysis doesn’t mean he or she knows the area specifically. Proper pricing takes local expertise.

8. Accountability

If a home isn’t selling, especially in a seller’s market, the agent should be held accountable. Sellers who don’t hold their agents accountable when listed properties linger are making a big mistake.

For most people, selling a home means selling the biggest asset they own — probably the biggest investment of their lives. That makes selecting a professional expert agent to sell their home critical to their mental and financial well-being.

In a seller’s market, the temptation is to downplay the role of the selling agent. But even sellers who give into that temptation should have at least these minimum expectations or they will sabotage their own well-being.

Tip of the Week: Constantly Grow Your Business

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

You’ve been in business a few years, you’ve learned the ropes, handled some big deals, and created lots of happy clients. But now you’re thinking it might be time to grow your business. How do you do that?

1. Self Assessment

Assess where you’re at and where the local real estate market is heading. Get a snapshot of your business’s financial health and how much money you could budget for this new growth.

Then ask yourself where you want to take your business next. Visualize the type of business you’d love to have. Then look for ways of making it happen.

2. Scout the Next Big Thing

Do an analysis of regional trends in real estate but also demographically and economically. Find the next hot neighborhood. Is a new large employer coming to town? What’s happening in the local community?

Gather as much information as you can in order to predict where the next booming area might be or the next housing trend. When you have a few good ideas of what’s coming, then you can design growth plans and marketing campaigns to take advantage and grow your business.

3. Develop Referrals

Are you hitting the referrals? Personal recommendations are the best form of advertising. People trust the testimonials of people they know more than a marketing email or cold call. The first step to cultivate referrals is to consistently deliver excellent service. Go the extra mile and maintain vigilant communication with clients. Do a few special things or gifts so clients remember you. Then after closing a great deal, ask for referrals. Choose a few of your biggest fans and ask them to write a review online or shoot a short video about how you helped them. Be sure to incorporate great reviews on your website and social media feeds.

4. Time to Start Blogging

By now, you’ve probably accumulated a lot of knowledge, experience, and stories that you could use as raw material for blog posts. Real estate agents are hired for their real estate expertise. A helpful blog is a fabulous way to illustrate your expertise and make the case for why people should hire you.

5. Go Local

Boost your knowledge of the local community, culture, and amenities. Choose a hot market, and dedicate yourself to becoming the agent for that neighborhood. Learn as much as you can about the area. Then talk about local events, trends, and listings on your blog, Facebook, Twitter, and Instagram.

6. Upgrade Your Visuals

You know how important listing photos are to drive interest and get people looking at your listings. It might be time to look at how you could improve the visuals you use in your listing information and marketing. Try to stand out from the competition with interesting angles, engaging scenes, and rich colors.

7. Super Charge Your Networking

Networking is a key element of top agents’ success. A huge part of the agent’s role is bringing people together: buyers, sellers, agents, contractors, and experts. Make sure networking is a priority and implement systems, such as databases, schedules, and reminders. Use all the available technology and tools to meet new people in the community. Don’t forget Facebook, Twitter, and LinkedIn.

8. Boost Social Media Marketing

You may be able to reach new consumers if you commit to active social media marketing. Your social media accounts are great tools for connecting with colleagues, clients, prospects, and fans and promoting listings, events, and your must-read blog posts.

Social media is also an effective way to get beautiful property photos generating buzz about your listings. Twitter is insanely popular, especially with millennials. Instagram is a fun way to draw attention to beautiful houses, unique features, and in-demand neighborhoods.

9. Hire Assistants

When you’re growing your business, you might be expanding into different markets or trends and taking on more clients. Consider hiring an assistant to help handle the increased business. Assistants can implement your new and improved networking systems and marketing plan and do a lot of research on the local market. Our Real Estate Virtual Assistants are happy to help in any aspect you need! From Listing Coordinators to Social Media Gurus to Graphic Design, we do it all! Contact us today!

10. Learn Something New

The real estate industry offers tons of opportunities to expand your knowledge because it is varied and always changing. Explore new trends, local market factors, negotiation tactics, effective communication, staging tips, pricing, or property management. Learning in the digital age is super easy. Online courses make it convenient to learn new things at your own pace anytime you want.

Q & A: How Can I Revamp My Digital Marketing Strategy?

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

By Todd Sumney

Developing your digital marketing plan is one of the most important steps to take when strategizing for lead generation. The future success of your personal branding as a real estate agent relies on bringing in potential clients as consistently as possible, while establishing your brand’s community.

As an agent, your digital marketing plan is constructed around three important channels, one of which is unique to our industry. As your plan is implemented over time, it will be easier to determine what areas need to be concentrated on or redeveloped to produce the most desirable results, especially those that speak to your local audience.

Email Marketing With Drip Campaigns

An essential piece of any digital marketing plan is to use email marketing set up with drip campaigns.

A drip campaign is a process of sending emails that are segmented by messaging and delivered to leads at different stages of the sales funnel. Basically, this means that if a lead signed up for your email information about a home for sale, that lead will then be added to an established drip campaign list so that he or she will receive a follow-up email in a specified time frame.

Setting up drip campaigns is easier than it sounds, and most email marketing platforms are integrated to set them up in line with your campaign settings.

Once emails are sent, their reach doesn’t have to stop there. Encourage recipients to forward the emails they receive, or place social media buttons in the email footer so readers can find you on their favorite social platform.

Text Marketing

Your leads are most apt to read and respond to a message from you on their cell phones. Sending a quick text to your prospective buyers and sellers will put you, and your brand, in the forefront of their minds, where they can quickly respond without the chore of scheduling a call or writing an email.

But, text marketing can be shaky ground—you don’t want to over-text or make the message sound like an advertisement. Focus on building relationships with your leads, not giving them reasons to avoid you.

Try creating a script that sounds like a natural and familiar conversation you would have personally with each recipient—for example, “Hi, [lead’s name], I found a home that’s just what you’re looking for. Do you want to set a time to go take a look?” will likely get you a response.

However, a script like “Hi, just wanted to tell you that I sold five homes in your neighborhood last month. Call me to sell yours!” will get you blocked from their contact list—or worse.

Schedule an hour once a week to send a text message to your leads. It’s free, easy to do, and according to Hearsay Systems, a company committed to compliant digital messaging and communications, 90 percent of text messages are read in three minutes.

Digital Presentations

Digital listing presentations have a great, tech-savvy feel to them and position real estate agents as cutting-edge marketers. But…never give a digital presentation without leaving a paper version behind. Our company’s internal study of our top 60 agents shows they always use a paper presentation, even if they give a digital presentation.

A large iPad or tablet is ideal for the digital portion, but many agents also use a laptop. Use your digital device to show your potential clients’ comps, homes they may be interested in or any visual representation of your pitch that makes the experience more engaging. Using a digital display during your conversation shows that you aren’t afraid of technology and have no problem using it to help your clients buy or sell their home.

Your digital presentation isn’t your script, either. Encourage an open dialogue and don’t leave the presentation folder in your office and use the tablet like a portable slide show. Remember, it’s a visual aid.

As you implement your digital marketing plan, keep in mind that there are no hard and fast rules. What works for you may not work for the next agent. The best part about applying these three marketing channels is that with the right amount of attention and very little effort, you can improve your lead generation.

Tip of the Week: Maximize Your Facebook Marketing

Real Estate Virtual Assistant | Tiffany Haynes | VBS Real Estate | Transaction Coordinator | Listing Coordinator | Marketing | Texas | Dallas | Houston

Let’s face it: articles about appraisals, mortgages and home inspections aren’t likely to go viral online.

So when Colorado real estate agent Mor Zucker considered her own social media strategy, she wanted to write something that she herself would want to read and share. She created a lifestyle blog about things to do in Denver — events, activities, restaurants — and pushed those posts to Facebook.

“I don’t write about real estate at all,” Zucker told attendees at Inman Connect San Francisco’s Indie Broker Summit.

She offered several tips on how agents and brokers can “own” their relationship with Facebook.

  1. Use a social media management tool to schedule and distribute posts, such as Hootsuite, Everypost, Sprout Social, Buffer, or SocialOomph.
  2. Trash the guidelines. Zucker scorned oft-spouted guidelines about when and how often to post on particular social media sites. “What matters is not how often you post, it’s what you post,” she said. If the content isn’t engaging, it doesn’t matter how often you post it — consumers won’t bite.
  3. Stop diverting traffic from your own site. Many agents post listing photos and link to the photographer’s site or even to listing portals such as Zillow. Not Zucker. She links to her own sites, either The Denver Ear or her real estate site, DenverRealEstate.com. “Zillow has lots of [agent] competition. On my website, I’m the only one there,” Zucker said.
  4. Perfect the art of the tease. If you’re going to post a listing, choose an especially amazing photo, perhaps of an outdoor living space, and include a link to your website so that consumers can click through to see more photos.
  5. Don’t post the same thing over and over again — transform your content. You can advertise the same listing multiple times, but when you do, make each post different. Choose different photos, add some text, create mashups. Tools that help you do this easily include Legend, Animoto, Canva, Fotor, Font Candy, and PicLab Studio.
  6. Offer information people want, such as tips on home décor, city guides and local events. “You are community experts. Give them community content that they care about and they need,” Zucker said. And it doesn’t have to be something you wrote. “I share my own content, but also share other people’s content. [Readers] attribute that knowledge to you,” she said. If you’re looking for content, programs such as Feedly, Panda, Flipboard and Inoreader offer feeds. The content should fit your brand, Zucker said. And read it first, she cautioned.
  7. Use humans in your listing videos. Zucker cited this quote during her presentation: “The strongest drug that exists for a human is another human being.” Using people who speak and interact in the videos will engage consumers more than an unpeopled home, she said. No agent wants consumers to view a video and think, “Great, another kitchen.”
  8. Take advantage of Facebook’s ad targeting tools. “The point of Facebook is that you can reach people of specific demographics and you can reach who you want to get and it doesn’t cost you a lot of money,” Zucker said. Everything you do on Facebook is tracked, so you can say, “Hey Facebook, show my ad to people with a net worth of over $1 million, or to travelers, or to first-time homebuyers,” she said. “You can literally choose who sees your ads,” including targeting people that work at specific companies or a listing’s neighbors. And Facebook allows you to upload email addresses you already have to market to existing customers as well as other agents you might be interested in poaching, she added. You can also ask Facebook to create a “Lookalike” audience to target.
  9. Lastly, leverage your website and Facebook together. Track what properties users are viewing on your website and then choose similar properties and relevant neighborhood content to show them on Facebook.

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