One thing I really like about a beautifully printed pre-listing kit is that you can actually put it on a coffee table and refer back to it later. There may be a trend for digital pre-listing kits, but you can’t convey the look and feel of a professional and slick printed piece through a screen. Don’t let your main sales piece end up in someone’s junk mail. In this video is a pre-listing kit which we made for a real estate agency.
There’s zero point in creating video content unless you’re going to promote it with a media spend to distribute it across social media.
Yes, you can email it to your client database – we do this weekly with our videos because it gives our customers 52 opportunities each year to reply to the email and ask us to work for them. But email click-through rates are low (around 5%), so for every 1000 people who receive the email, only 50 people will actually watch the video. That’s because consumer attention has shifted to social media. Consumers go to social media for entertainment, not their inbox.
You probably see this all the time, when people are in line waiting for coffee – they’re not talking, they’re on their phones and it’s usually social media, Facebook, Instagram or Snapchat.
Consumers are looking for passive entertainment on social media, which is why half of all content consumed online, is actually video through social media, so if you add a media spend against your video on social media you can literally be talking to your customers every day. And you can make sure you’re speaking to all the right people by targeting your customer database or people living in key areas.
So, use video to talk to your customers daily, to build your brand awareness and add a media spend against it to increase the reach, engagement and viewers. If you’re not talking to your customers daily through video like this, your competition probably is.
Time flies when you’re working in social media. We’ve only just passed Halloween and it’s crazy to think Christmas is only 7 weeks away!
Here are our top five social media updates from the month of October…
1. Linkedin is adding geo-filters
That’s right! LinkedIn is trying to keep up with the rest of the channels and we think this is a smart move forward. Earlier this year we tested running custom-designed geo-filter adverts via Snapchat at the AREC 2017 conference. While it was a great learning experience and our results were better than expected, we lamented the fact that Snapchat is most dominant with 13-24 year olds, which is not our target audience. It will be great to see these in action on Linkedin once they roll out!
2. Instagram has added polls and other creative tools into Stories
This is one we’re super excited about! Instagram has added an interactive poll system, which you can use through Stories. To use the poll, simply take a photo or video on your story, and select the “poll” sticker and place it anywhere you’d like. You can write your own questions and customise poll choices, with results showing in real-time.
In terms of new creative tools, there is a new colour picker for text and brushes, allowing you to select any colour from your photo and apply it to text or the drawing tool. This could be handy for businesses using this with a dominant logo colour to really make Stories pop. In addition to this, on iOS there is also a new alignment tool to help with placement of text and stickers.
3. Screen-sharing for Stories has been released
We’re expecting this will be a popular update! Instagram has introduced screen-sharing on Stories, meaning you can co-host a live Story with a friend. We anticipate this will open a lot more opportunities with Stories, especially for interviewing or bringing otherwise camera-shy people into the limelight.
4. Facebook has added a range of extra features
It must have been a busy month in Facebook HQ! This month, they’ve added a range of features. First things first, they’ve now introduced cross-posting from Instagram Stories in an effort to get more people to use the Facebook Story function. This means if you take a video and post it to your Instagram Story, it should also become viewable on your Facebook Story. In addition to this, they’re also testing a function that would allow for brands to anonymously study users posts all in the name of feedback. They’ve also added an explore feed, and are said to be rolling out a new feature called Sets which is meant to mimic Pinterest capabilities.
5. Facebook tests a controversial change
In social media drama this month, Facebook is currently trialling a publisher-only view in six countries at the moment. Feedback has so far been controversial, with many publishers complaining of plummeting engagement. The change is not surprising, given Facebook’s motto to put the user first. It is in everyone’s best interest for the user to enjoy their experience on the app, so we’re hoping if this change does go global it will come with some other features to improve reach.
That’s all we’ve got this month! As always, there’s plenty going on in the land of social media, so check back next month to see what else has changed.
Most real estate professionals who have not had an agency work on their messaging will over-communicate and put too much information in their pre-listing kit. Doing this actually has the reverse effect: consumers don’t pick up a 30-page document and think “wow, I’ll put aside an hour to read this tonight”, at best they’ll skim read it and at worst they’ll discount you because it already feels too hard.
A pre-listing kit should show what it is that you actually do for your customer and position their expectations around services offered, fees or the level of professionalism they’ll receive when working with you.
When we create listing visuals, we refine your graphics and messaging. We look at what information you’re giving and when. For example, what do you give prior to appointments to position the conversation? What do you show to communicate key messages during the appointments? And finally, what do you give to clients post-appointment to back up why you’re the best choice to represent them in either the sale or management of their property?
With the right messaging and visuals, our customers usually see an increase in their listing conversion. Consumers actually read the content and it builds on your strengths, so consumers understand why you are the best choice for them.
|Send before listing appointments||Use at listing appointments||Use if listing or send after listing appointment||Send after listing appointments|
|Pre-listing kit||Listing kit||Marketing showcase||Selling proposal|
We’ve made it to October!
Here’s a quick recap on the major developments in social media for the month of September…
1. Instagram has added additional advertising options for Stories.
As Instagram continues to try and find ways to help brands capitalise on the popularity of Stories, they’ve now added new options for ads, including the use of Facebook’s Canvas. This means extra functionalities for ads, making them now appear more like mini websites. Instagram has also introduced capabilities for brands to run content from their Stories as ads, helping advertisements appear more organic.
2. Facebook will now include ad targeting options for offline behaviour.
This update now means brands will be able to target people based on store visits, offline purchases, and calls to businesses. Store visits are reported based on consumers with their location services allowed on their phones, meaning eligible brands will now be able to track the success of their campaigns via visits to their brick and mortar stores. The more information brands can get about the success of their social media campaigns, the better!
3. Facebook moves to improve brand safety and has introduced updates to their ads policy.
There were a number of factors which came together to bring the issue of brand safety with social media ads to light. One of the key events was that some businesses began to see their videos appearing next to controversial content on Youtube. The only way the brands could control this was by pulling their ads, leaving some very unimpressed advertisers. Facebook has now pledged to improve their efforts for brand safety and has introduced an updated ads policy to account for this.
4. On Snapchat, Bitmojis have been brought to life with AR.
It’s amazing to see how quickly AR has developed on Snapchat. Only a few months ago we saw the first examples of it seeping through, and now they’ve stepped it up a notch with their latest update. Snapchat users are now able to see their custom made Bitmoji character come to life in a range of different scenes with the click of a button. It’s exciting to watch this technology continue to develop!
5. Pinterest has added new ad targeting options via their “Taste Graph”.
It’s great to see Pinterest make the top 5 again! As each network races to grab the attention of potential advertisers, Pinterest has made another change to help their bid. The Taste Graph will essentially allow marketers to have more control over who sees their ads, as they will now be able to target exactly the right people based on their prior pinning behaviour. It will be comprised of around 5000 categories of interest.
Everyone likes to buy but nobody likes to be sold to and the best way to sell is not to sell. You do that today by creating video content at scale and distributing it through social media because that’s where people are making their minds up. Watch this video for details.
Today marks the first day of the final quarter of 2017. Are you confident that your seller pipeline has had enough marketing and prospecting to ensure you’ll have their business? Or do you wish you did more?
The best time to start was 6 months ago, click the link below to schedule a chat and get your marketing on track.
When you look at innovative companies who have transformed the landscape of their industries forever, there are common threads that run through each success story. The following five tips should give you an insight into the optimum conditions to stage a revolution, and empower you to make the change yourself.
1. Timing is key
The lead time for disruption needs to be carefully plotted. Once you spot a gap in the market, you need to ensure that you can blow the competition out of the water, rather than merely ruffle a few feathers. When you choose to act can also affect how successfully you target your demographic, so consider how your medium, as well as your sales, marketing and media strategy, will be consumed.
2. Consider technology trends
This one is a little trickier, because it separates the grass-roots campaigners from the heavy hitters. But whether you’re developing the technology, or harnessing it, it’s a factor that cannot be ignored. Agitators who fail to account for technology trends are already at risk of becoming obsolete. Look at the print industry and the move to digital – change can be cut-throat, and those agile enough to change may be at the mercy of sectors entirely out of their control.
3. Know your market and your product
A disruptor can identify where the biggest market share will lie, and how it will be affected. Your unique selling proposition needs to be immediately apparent in order to capture imaginations or hearts.
4. Find the right people
The mindset of the collective – not only your leaders, but your whole team – needs to be one that is not averse to risk. Rather, disruptors are gamblers, but they are prepared to play the odds. Furthermore, no one can go it alone. It takes an army to achieve monumental change. It’s also important to note that agitators have empathy. A successful strategy starts by putting yourself in the shoes of your audience. It’s only with qualified insight that you can spark a germ of an idea that will appeal to the masses.
5. Don’t believe everything you’re told
Innovators buck trends, and don’t take anything at face value. So, if your instincts tell you to go against anything you’re told, question further. But a word of caution – keep your eye on the end goal!
If you think you’re ready to be an industry disruptor in real estate but need some innovative marketing to drive your pitch, we’re only a call away.
Winning business needs a larger focus on messaging. That’s why we made the sales listing kit. It allows agents to get key messages across to consumers in a way that they understand. It makes the agent appear like a consultant gathering information which makes sellers feel comfortable. In this video we’ll show you one which we made that doubled our client’s appraisal to list conversion. Open the video to see it.
This video shows you step-by-step how to import your database into Facebook and save it as a custom audience. Once you have done this, you’ll be able to send your database content through Facebook and Instagram.