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Facebook Marketing Automation for Real Estate


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Tarun Sharma

Published in: Technology

Facebook Marketing Automation for Real Estate

  1. 1. 1 Tarun Sharma S O L U T I O N S E N G I N E E R , R E A L E S T A T E Facebook Marketing Automation for Real Estate
  2. 2. 2 Manager, Solutions Engineering New York, New York 45% 16.8 % 23% Increase in unique visitors Increase in visits for participating dealers Increase in exposure among millennial audience
  3. 3. 3 Marketers have significant challenges I’m spending a lot of time constructing my creative. I wish Facebook could optimize my creative for me. I have millions of homes, but I’m only advertising ten. I want to reach people who viewed a home but didn’t contact an agent M A R K E T E R
  4. 4. Dynamic Ads SET UP CATALOG BUILD AUDIENCE CREATE AND DELIVER ADS FOR YOUR LISTINGS Home listing feed From a website From an APP Signals 1 2 3 4 Show relevant ads to the right people at the right time
  5. 5. Open House Home Purchase 5 Browsing Homes Dynamic Ads Lead Gen Chatbot Agent Contact Build your strategy
  6. 6. ENGINEERING INVESTMENT + SOLUTION FOCUS + AGILITY = MARKETING INNOVATION 6 Automation with Facebook - APIs empower innovation
  7. 7. 7 Success requires new behaviors - "business as usual" doesn't work “MOVE FAST” Key to the evolving landscape of media consumption EXPERIMENT, ITERATE, SCALE Requires automation and use of technology AUTOMATE & EMPOWER EXPERTISE Shortage of marketing experts makes it difficult to succeed in traditional way
  8. 8. Priority potential impact x probability of success effort required 8 Planning RUTHLESS PRIORITIZATION: PLAN THE WORK, WORK THE PLAN AVOID DISTRACTIONS AND CHASING SHINY OBJECTS Prioritize based on the following formula:
  9. 9. Team MARKETING REQUIRES TECHNICAL RESOURCES 9 T E C H N I C A L M A R K E T I N G Engineer Engineer Project Manager Data Scientist
  10. 10. 10 Process DEVELOPING FOR MARKETING TECHNOLOGY TAKES A UNIQUE APPROACH 1 2 3 1 2 3 4 Understand the goal Decouple changes Build and AB test quickly Be prepared to pivot
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  12. 12. Thank you 12