Paul du Plessis – Real Digital Agent
Paul du Plessis
Author Archives: Paul du Plessis

Stop Prospecting It’s Holiday Time…OR

It's that time of the year, the Christmas lights are all going up. It's all quite festive and we are all gearing into the holiday mode.

As agents it's very easy, at this time of year to get lulled into a sense of slowing down and shutting off.

Let's stop training, let's stop letterbox drops, emails, social media posts, and let's stop prospecting... We'll come back mid to end January, and we'll carry on... There will be leads waiting for us, but that's just not the case...

Watch Paul's new video below, where he explains why this is the wrong way to go about December, and what to do instead!

Stop Prospecting. Shut it all down. It’s holiday time...OR???

Posted by Paul Du Plessis on Monday, November 25, 2019

SOLD with Facebook™ – The VOOM Way

There’s a NEW Way To Get Your Property Listings Massive Attention

The days of simply placing ads onto the portal websites, and if the price is right, the property sold like hotcakes is no longer what it used to be.

Just a few years ago the real estate game was simple. Get listings and load them onto the portals. If the price was right the rest took care of itself. Not so anymore…the landscape is changing and so have the major portals. Pay more…much more for prime visibility of your listings or they get left in obscurity.

Buyer attention has also changed and become so diluted with distractions that the only way to get noticed is to meet them where they spend 60% of their online activity…Facebook™.

What if I told you that there is a new way for you to market your listings that will generate significantly more attention than all the portal put together at a fraction of the cost! Attention not only for your listings benefit but also to gain attention for your personal brand. This new way is all powered by the Facebook™ Ad Platform and is driving more attention and enquiry to listings than ever before. Consider spending upwards of $1000’s on portal advertising and then look deeply at the numbers. We have studied numerous clients listings from their portals and the story is always the same, good attention and enquiry but never comparative to the numbers being delivered when we run the same listing using a strategic Facebook™ Markeing Campaign…have a look at the number example below…

$ 0
Advertising Spend
0
VOOM Facebook Property Views
0
Same Spend on Portal Views

What this tells us is that the time is still not there where we can completely right of the portals. Not yet anyhow. But the overwhelming evidence is showing that if you are not running strategic advetising campaigns for your listings on Facebook™ then you are missing a major part of the puzzle.

Not all campaigns are alike and some get more traction and traffic and some don’t get as much but in our experience Facebook™ has always achieved higher views than the portals for far less spend…so this strategy is becoming as important as the portal listings are.

Want to find out how we are getting listings in front of more people, more often and with higher engagement on Facebook™ book a call or sign up to get sold with VOOM and take it for a spin.

Knock Knock – Who’s There

We have all heard knock knock jokes… but for a Real Estate Agent it hits far too close to home… and it’s no laughing matter.

If you had even the smallest chance of changing your door knocking woes into a familiar, friendly greeting or even a pre-emptive invitation into the potential vendors home, wouldn’t you jump at the chance? I am sure every agent would…

Well, I am here to let you into a little secret… it’s all possible and accessible to you.

But there is one hitch. You have to set it up correctly and control all your DATA, to have even a sliver of a chance to make it happen.

Just like Kevin Costner hears a voice in the legendary movie “Field of Dreams” telling him –  “If you build it, they will come.”

I am telling you: “If you build it, they will come.”

Let’s get serious for a minute…

What does this all mean?

We are talking about the ability for you, to continuously and consistently, be able to place yourself and your brand in the headlights of your vendors. Taking all the attention away from your competitors and pointing it directly at YOU.

How is this possible I hear you say? It’s dead easy with Facebook™ and Google™ giving us the ability to Retarget and then Remarket to our Buyers, Vendors and prospects.

Facebook™ and Google™ firstly give us the ability to not only capture the attention of our targets but then also the ability to save these targets when they engage with us. They do this by using their pixels to store all these contact points within their platforms as a database, for you to use. Anyone visiting your website or viewing content you have put out is one of the major factors here, to get this right…

For the benefit of this post let’s talk specifically about Facebook™.

When you place a Listing Ad on Facebook™, as a video, with a link to your website, Facebook then tracks all viewers of that video, as the campaign runs its course.

If you have your Facebook™ pixel installed on your website property page, the pixel will then capture all website visitors viewing the property page, irrelevant of where they come from, to see this listing. They could be regular visitors to your website, from your email campaign or even from a Google™ search.

Now you have 2 Audiences primed and ready use.

There are 2 major ways to capitalise on these Audiences:

  1. Retargeting the Listing – This is a great opportunity to retarget any news or updates around the property. Open Home times, Auction dates and newsworthy updates.
  2. Remarketing You and Your Brand – You now have the power to completely and consistently brand yourself to a Hyper-Local and Super Relevant Audience that has already touched on your listing and has taking some level of action in the process.

By running retargeting, and then remarketing, campaigns in your immediate patch, at a hyper local-level, you capture the attention, grow your relationships and will ultimately be at the forefront of the vendors mind when they are ready to sell.

This strategy is only possible if you have control or at least access to the DATA that Facebook™provides you with.

There are 3 major obstacles to achieving this:

  1. You outsource your Facebook™ ads and they run your Listing Campaigns in their Ad Manager, not your own. Their Ad Manager = Their Data.
  2. No Pixel on your website, or it’s not your website and no access = No Data..
  3. No Video in your Ad Campaign = No Video View Data.

DATA is King and if you have none, you will be left paying someone else for the ability to use theirs. I can mention a couple of Portals that come to mind…

SIDE NOTE: There are indirect tricks and ways around to gather Data, but they require some work and in depth knowledge of how to work around these issues.

The Facebook™ Ferrari

Taking advantage of the power that Facebook can deliver to your listing ads, is not just about boosting or placing a single “one-hit” ad and running it for 3-4 weeks… and then hoping for the best…

Imagine for a moment, owning a Ferrari and only taking it out of the garage on a Sunday and driving around the block at 20km/h…

Sure, you will be the envy of the neighbours and you might get to experience the power of the engine when you start it up… But, you will never get to fully experience the heart pumping enough to make a real difference in your life…

Facebook™ is exactly like owning a Ferrari…

Making the most out of Facebook™ is exactly like owning a Ferrari… You have unimaginable power at your fingertips, but you will only truly experience it’s performance if you open it up and give it a chance to show you what it’s made of.

We have been working with real estate agents for a long time and our biggest area of concern is how often they have an outsourced company or software that automatically runs their listings as a single “one-hit” ad. Most often, with the promise of massive impressions and views of their properties, using specialised artificial intelligence to work some sort of magic over the Facebook™ algorithm.

Did you know that this incredible AI Algorithm magic exists directly inside your own Facebook™ Ad Manager?

You just need to know how to use it and let Facebook do all the MAGIC for you. After all, you would think that they would know how best to maximise their own platform, wouldn’t you?

We have been running listing ads and teaching agents how to take advantage of the Facebook™ Ferrari for a while now and after years of split testing, we have come up with a tried and tested system that not only gains you massive traction for your listings, it also gains you and your brand a significant Hyper-Local advantage over your competitors.

We have compiled 5 easy tips on how to run a listing ad on Facebook™ to gain the best advantage possible.

5 Easy To Do Tips For Listing Ads

  1. Identify who the “Dream Buyer” for the property is, in detail. What stands out as the key indicator for why someone would buy this property? You can only realise the power of Facebook™ Targeting if you have a clear and designated target.
  2. Understand the migratory patterns of the area. Your aim here is to be able to target the areas that have the most impact and ROI. If there is not a significant indication of where people are moving into the area from, then your best bet is to keep your targeting close. It’s a fact that the majority of buyers come from within a certain radius of the local area.
  3. Change your Advert every week. Keep your ads fresh and updated. This avoids ad blindness, which is a sure way for your ad to go dead or burn money. Sure, Facebook will keep getting you impressions and views, but attention is a scarce commodity and once someone has seen the ad they will scroll right past it the next time. We suggest you change the image and copy to keep the buyers and drive fresh attention.
  4. Write your Ad copy for the listing like a HUMAN. Always remember that Facebook is still a social platform that we get to play on. The new algorithm is driving attention to posts and Ads that are more like human interactions and is likewise, suppressing those Ads that it spots as a promotion.
  5. Always, yes always, use video. Image ads and multiple image posts that are boosted will gain you attention, sometimes… but by running video ads you capture the listing Audience in your Ad manager which is where all the MAGIC happens. Keep the video under 1 min to gain exposure across all of Facebook™ assets.

BONUS TIP

Retargeting is where the Facebook™ power comes to the fore, so owning your own DATA in your own Ad Manager is KING. If you are going to outsource make sure the ads are still run through your own Ad Manager.

All We Heard Were Crickets…

That statement is 100% true…

Tons of houses sold in my suburb last year.

Signs went up everywhere…

The mailbox was full and then… so was my bin.

But not a murmur was spoken… no one knocked on my door…

And the most surprising thing of all was I was lucky if I saw even one Facebook Property Ad or Hyper-house centric Marketing on Digital, over the entire period.

Like I said… CRICKETS…

What a missed opportunity by all agents involved. It wasn’t even one office or franchise, or one specific agent. It was everyone in the area!

Getting to grips with Digital Marketing can be tough and it’s a very steep learning curve. Here at Real Digital Agent, we have been on a mission to help as many agents as we can get a handle on the new way to prospect and sell homes.

I bet you remember or heard the stories of when realestate.com.au came out and things changed for the real estate industry, dramatically. A big change is on the horizon again and this time, agents have the opportunity to own their own space and become a powerful force in the industry.

But guess what? We as agents just seem to be too comfortable at handing over this power, and to anything or anyone that can satisfy our need for short term results.

So, where does that leave you as an agent?

Do you take the early win now and have another outside force, down the line, control your DESTINY?

OR… Do you develop your own masterplan that keeps you in the game and maximises your impact over time?

FIND OUT HOW…

Imagine, if it were possible to connect with like-minded agents and work through the digital marketing space together… regularly and supported by coaches and mentors, all specialists in the digital marketing world of Real Estate Agents.

Imagine some of the leading Digital Marketing Mentors sharing their own personal strategies with you.

What if you could combine all the resources and mind power of fellow agents and mentors to rapidly grow, not only your understanding of the digital world for real estate agents but also be given all the systems and guides on how to implement these strategies?

That is why we have put together this incredible offer, where collaboration and support bear the fruit of success…

Go to MasterMind to see what you become a part of.

>>> Join our Digital MasterMind Program HERE…<<<

Bringing together groups of like-minded forward-thinking real estate agents, getting together to accelerate their digital presence, and use the power of digital to grow their audience and get people to like, know and trust them.

WHAT YOU GET IN THE DIGITAL MASTERMIND…

  • Two weekly MasterClass (every 2 weeks) – the what and how to, to attract, engage, nurture and convert leads! (Value – $39/month)
  • Teamed in a Peer Network with other agents from all over Australia to work with on challenges (Value – Priceless)
  • Two weekly (every 2 weeks) Peer Network Mastermind
  • Peer to peer mentoring and accountability
  • Implementation Challenges keeping you accountable and moving!
  • Access to our library of checklists, cheatsheets and guides (Currently only available in RDA Academy $79/month)
  • Access to the MasterMind private Facebook Group
  • Weekly Q&A, Live and in the Facebook Group

>>> Join our Digital MasterMind Program HERE…<<<

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