Reaching the Right People with the Right Content
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This document discusses strategies for using Facebook and Instagram to reach potential clients with real estate listings. It recommends posting less but more engaging content that uses things like calls to action, questions and polls. It also suggests experimenting with promoting posts and creating Instagram ads to target people near listed properties. The key is to find the right channels and content formats like video, photos and stories to showcase listings and locations to potential buyers and renters. Proper targeting and testing different ad strategies can help real estate agents find their next client.
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Reaching the Right People with the Right Content
- 1. Reaching the Right People with the Right Content FACEBOOK + INSTAGRAM Logan Wells CEO + Founder
- 2. AGENDA • Facebook Algorithm Update • Overall Profile Visibility • Sharing Better Content • Experimenting with Advertising 2
- 4. Similar update has occurred in the past (Summer 2016) Still trying to increase authenticity and engagement. Take action… Post less, more engaging content. Think CTA’s, questions, polls, etc. Target warm “leads”. Promote these posts! Don’t panic… 4
- 6. • +3 serious/qualified buyers since starting • More renters than can count from Instagram posts @nyrealestategal Add hashtags (locations) Add URL to profile (latest listing) Add highlights Choose covers on videos 6
- 7. 7
- 9. All the Apps • Try different apps, try lots of different apps! • But don’t overcomplicate it – • Zoom and crop as needed • Edit lighting directly on phone 9
- 10. Video Content Get creative with what you have - • Combine photos • Record quick snippets with your iPhone to add to photos/slideshows • Interview yourself talking about the listing StoriesAds.com Magisto.com Vizmato.com 10
- 11. 11 Short on images? Showcase locations
- 13. Create content for all channels EASILY - 13 Canva.com
- 16. 16
- 18. Instagram – Promote a Post Three ways to create Instagram ads – 1. Promote Post Within the Instagram App 2. Create Instagram ads for the Facebook News Feed in Facebook Ads Manager 3. Create Instagram Stories Ads in Facebook Ads Manager *If you’re an agent, repost app to promote the listing for yourself Promote Post Within the Instagram App 18
- 19. OBJECTIVE 1 Visit your website or View your Instagram profile OBJECTIVE 2 Promote an address (LISTING!) to people nearby 19
- 20. Direct people to visit your website or view your Instagram profile. Objective 1 - Get More Profile and Website Visits 20
- 21. Direct people to listings or to call you for more information about a listing. Objective 2 - Reach People Near an Address 21
- 23. Payment – start small, add on Duration - 3 days, plan accordingly PREVIEW! 23
- 24. Monitor your campaign to determine if you should add budget. 24
- 26. Retarget people with listings they’ve visited on your site previously. 26 Dynamic Ads
- 27. Share multiple listings, driving traffic to individual listing pages on a website. 27 Multiple Listing Ads
- 28. Take advantage of descriptions and ad copy space. 28 Carousel to Showcase Features
- 29. THANK YOU! DOWNLOAD THE PRESENTATIONS + EXTRA TIPS bit.ly/inman2018 29
Editor's Notes
- INTERNAL NOTES:
- I’d like to start off first by saying – this is the largest crowd I’ve spoken in front of, so thanks for being part of this experiment, unkowningly. Today we’re going to run through a few tips on creating better content, experimenting with advertising – and also address the recent FB changes
- I’m sure you all have been reading multiple articles about the FB update and I just wanted to share with you what I’ve been sharing with my clients. First – they’ve made very similar announcements in the past (summer 2016) and they’re still trying to do the same thing – which is increase engagement and authenticity of accounts. A few tips we’ve been sharing with our clients to prepare this change include: Post less, but more engaging content, think about using CTAs Target warm leads, and what we mean here is try to ignite conversations from people likely to interact, even if it’s your mom or sister – every engagement counts for an algorithm. Finally - any of those engaging posts that are showing engagement, be sure to promote, to continue that momentum.
- I wanted to highlight an agent profile that is pretty similar to MOST accounts that I see and wanted to point out a few very common opportunities that I saw here - She's found at least 3 serious/qualified buyers and more renters than she can count since starting her instagram ... Make sure your Bio is maximizing all opportunities for exposure – including hash tags and utlizing the link space There’s a new feature that allows you to add a row of highlights – this could be current listings, favorite neighborhoods, or an “about me” And this one is smaller but still bugs me when I see it – make sure to choose the cover for your video, it’s one of the options when you edit your video!
- Now with that… this account has some of my favorite posts from any real estate account because they are not the same shots you see on everyone’s accounts. She snaps her own pictures and uses them randomly for inspiration or just promotion of herself, not just a specific property that may no longer be on the market. This would be someone that you would want to reach out to to find you that special place when you're ready - so kepe in mind there's a balance of listings that are on the market, but keeping other posts for buyer/renter inspiration. Another thing to point out is that from her feed - we clearly know her area of expertise and preferred markets/locations.
- One of the most common questions I get is “Where do I get photos or content to post?” I like to download all photo and video apps that I read about randomly and then experiment with them when I’m waiting on coffee or in the car etc. Wthe right app, you’d be amazed at what photos you can salvage. With that, let’s talk about our client favorites…
- StoriesAds – easy desktop Magisto - Best if you’re short on content to use for video as it adds effects and transitions Vizmato - This one is easy, quick app w lots of the basic options AS WITH ALL - PRACTICE USING THEM I’ve never made a perfect video on the first try but keep experimenting and find your style!
- If you really have exhausted all options for photos – consider posting a map with tags of where you have listings. Doesn’t have to be exact or precise – just needs to encourage someone to reach out because they know they’re in the right area.
- When you’re producing photos for Facebook, keep in mind that if you’re sharing the same content to Instagram that you’re taking advantage of all of the SCREEN Real Estate available to you by making square posts.
- A really easy app to resize posts is called Canva. They recently launched an iPhone app and it’s easier than ever. You can save your logos, design elements, templates, etc in there! Even better Is that you can share links with team members and collaborate on designs as well.
- One final content trick I want to point out has to do with the Instagram dots. Raise your hand if you’ve seen those dots on instagram posts? That make your hashtags and captions look really clean and allow you to add tons more hashtags with out cluttering the post. There’s actually a website that can help you do that – you can use this site to copy+paste to your caption! One reminder though is to KEEP HASHTAGS IN THE CAPTION, NOT FIRST COMMENT!
- You can actually go into facebook, pretend like you’re creating a new campaign, and when you get to the audiences section – you can create an audience and then save that audience. That saved audience will appear in your FB app when you go to advertise as a saved audience. You’ll just want to make sure that you’re instagram account is linked to your FB account.
- Something that I encourage everyone to go home and experiment with is instagram promotions.
- You can direct your target audience to - visit your website - view your profile - get directions to a specific address - or call the phone number listed on your business account.
- Enter the website URL you want your target audience to visit or choose your business profile. You can choose from the following action buttons. *shop now may be aggressive on a house, save this for retail purchases like a handbag or pair of shoes
- To direct your target audience to get directions to a specific address or call the phone number on your business account, choose Reach People Near an Address.
- Define your target audience by multiple locations, up to 10 interests, age, and gender. Most often our real estate clients use income level and household composition. You can target people by: Everyone in this location (the default targeting option) – The last updated location of an actual Facebook user People who live in this location – Location is set by the location on a user’s Facebook profile and confirmed by their IP address. People recently in this location – Tracked by mobile device usage in the geographic area you intend to target. People travelling to this location – Users who had this geographic area as a recent location that’s at least 100 miles away from their home location.
- To submit it for review, tap the Create Promotion button at the bottom of your screen.
- After your promotion has been approved, Insights will collect stats about your promotion within a few hours. To view them, select the post you promoted on your profile. When you tap View Insights, you can see the insights for your promotion. Always circle back
- This ad is in Portuguese but it was a great exapmle – To submit it for review, tap the Create Promotion button at the bottom of your screen. Actually the exact listings that they visited – similar to being retargeted with abandoned cart ads.
- To submit it for review, tap the Create Promotion button at the bottom of your screen.
- To submit it for review, tap the Create Promotion button at the bottom of your screen.