10 step jump start guide online marketing for...

OnlineMarketing

for Realtors

10 Step Jump Start Guide

In today's hyper-connected and automated world, it is very easy to get viewers to your listings, but hard to capture their attention. �is e-book, Online Marketing for Realtors, is a practical action oriented guide to crafting the best mar-keting for your listings online by leveraging simple ideas and a few great tools that did not exist 5 years ago. It is not comprehensive of all online opportunities, nor should it be, as opportunities to publish and place listings online is potentially infinite.

Online Marketing for Realtors assumes that you already have an online presence to some degree (i.e. custom web-site, Facebook page) and are willing to invest a modest amount of time and money to gain a great return on your marketing.

Finally, this e-book is meant to be a jump-start guide to your online marketing. Many of the principles can be applied with an hour or two of work and will save you tens, if not hundreds of hours in the future.

With that in mind, let's get down to marketing!

IntroductionAs a real estate agent, you are always on the lookout for better ways to market your listings.

realestateexposures.com - 1 - Online Marketing For Realtors

When you take a few extra minutes to polish the descrip-tion of the home you are creating something that can be shared across social media and other marketing outlets, saving time. You'll never have to struggle to write another social media post again -- just add a few words about your-self and introduce the home, and let the copy speak for itself!

�ings to remember when writing good copy:

1. Use full words. Gone are the days of short hand descrip-tions, especially with today's full keyboard phones. Clients expect impeccable grammar and correct spelling. �ey don't have time to guess at industry abbreviations and will just go on to the next listing.

2. Don't be dry, but don't be grandiose. No one wants to read a list of appliance brand names or flooring broken down by room. Tell a story about the house. Keep it simple! Buyers want the facts as quickly as possible. �is is your chance to serve them well by being direct.

3. Don't use all CAPS. �is is a huge turn o� in the buyer's mind as they assume you are yelling at them. Use correct capitalization.

Now that you have a great description of the home that can be re-purposed, don't forget a call to action.

Writing great copy is incredibly important to your listings and your marketing.

Write Multi-Purpose Copy - 1 0 M I N U T E I N V E S T M E N T -


It's named a 'call to action' for a reason -- it's the hook! �is is where you ask the reader to do something. Whether it's to give you a phone call, set up a showing online, view more photos on your website, click a link to view the list-ing, or get in touch by email, you need to have a well placed and simple call to action in your description.

Here are some ideas based on where you share your copy:

MLS: Get more information on this listing by calling me directly (555)-555-5555 or emailing me [email protected]

Facebook: See more images of this home on my website http://yournamehomes.com!

Email blast: Hit reply to this email to set up a showing! I'm available to respond to email 8am to 9pm M-F.

Website: Set up a showing by calling me (555)-555-5555 or by email using the form below.

Instagram: Click the link in my bio to see more images of this featured home! (Put the link in the bio)

A Call to Action in the Copy - 3 0 S E C O N D S P E R L I S T I N G -

A call to action motivates your reader to take the next step.


1. To build very important search engine relevance.

2. For brand recognition and to credit yourself.

Remember, if it's online, it's sharable. And if it's sharable, you want credit, recognition, and search engine relevance everywhere your content goes.

Having a link in every piece of content you publish online and on social media is absolutely critical to your marketing plan because it influences search engines. �e more web-sites that are linking back to your content, the higher your pages will rank in search relevance. �ink of it as search engine word-of-mouth. Just as in business, you always want more referrals.

When you start to add these links to your content, you are creating a little more relevance for your website with every post. �e real advantage is gained when interested parties or those you are marketing to begin to share your content. At this point, you want a link in your content for two rea-sons:

A Link in Every Post - 3 0 S E C O N D S P E R P O S T -

The more websites that are linking back to your content, the higher your pages will rank in search.


A study recently shared by the Wall Street Journal* shows that home buyers spend 60% of their time viewing images of homes, 20% reading the property description, and 20% reading the agent's remarks on the property. With these statistics in mind, including imagery becomes critical. But which image of the home will draw the most attention?

�e same study revealed that a dynamic exterior photo-graph showcasing the front of the home captures the most viewer attention and holds their gaze for almost three times as long as any other image. �e average viewing time of this image is just over 20 seconds with the viewer fixat-ing on 60 di�erent places within the image. For other

photos of the home the number of fixations were less than half as much as the exterior front rendering these images supportive in the home's story but not dynamic enough to lead.

�is is a key fact to know when sharing listings and consid-ering quality of photography. Only choose a dynamic, well composed and well lit image to share, preferably of the front of the home. It will receive the most engagement.

*WSJ Article: http://www.wsj.com/articles/SB10001424127887324077704578360750949646798

Choosing the Best Image for Shareable Content - 2 M I N U T E S P E R P O S T -

Home buyers skip over agent remarks more than 40% of the time.


Real Estate Exposures is a leading real estate photography company serving Central PA & Maryland's best agents. We have produced photography & virtual media for over 7000 homes & businesses!

- Premium Photography- Aerial Videos- Twilight Conversions- Twilight Photography

- Matterport 3D Tours- Virtual Tours- MLS Information- Listing Flyers

CALL TODAY TO

SETUP A SESSION!

717-360-8687

OR VISIT

REXPS.COM

SERVICES

With a framework in place for creating valuable content we move to distribution. For the realtor on social media there is an excellent tool called If �is, �en �at, better known as IFTTT. IFTTT allows the user to setup publishing auto-mation from one social platform to another. �e best plat-form to start with is Facebook. With a Facebook page you can setup automation to send content to Twitter, Tumblr, Flickr, 500px, Pinterest, and LinkedIn. Here's the quickest way to begin:

1. Set up an account on IFTTT2. Search to create a first recipe. I recommend starting with Facebook to Twitter as it is a simple function.3. It will ask you to link your social media accounts, review and accept.4. Populate the content, link, and tag fields as you wish (always keep a link to your website to build relevancy)5. Activate the recipe.

Congratulations, you have just automated the first piece in your content distribution network. Repeat this process for as many networks as you deem relevant to your marketing e�orts. Make sure to review the content of the first few automated posts. You may need to make changes to how the fields are populated.

One Final Tweak

IFTTT loves to gain relevance score through links. �eir automated service changes your links to a shortened ver-sion targeted through their website. To stop this from happening and to build your link relevance through IFTTT, simply visit the preferences page and turn o� URL shorten-ing. Now your link will be shared instead of theirs.

Multiply Your Reach Using Automation - O N E H O U R , O N E T I M E -

Automated distribution of content is critical to staying sane on social media.


�e answer to this is scheduling your content. I recom-mend grouping all your social media work into one after-noon a week -- this way you don't go crazy. Managing your scheduled posts less often than this allows great content to fall through the cracks. Any more often and you're wasting valuable time.

Two Scheduling Options

With everything being distributed through IFTTT from posts you make through Facebook, you could use Face-book's scheduling service inside your business page. �is is a great option for those not using the one social network not listed above: Instagram. (More on Instagram in a moment.) If you are not going to use Instagram I recom-mend using the Facebook Scheduler to plan out your posts for a week at a time and skip the rest of this segment. Please read the next segment even if you aren't planning on using Instagram, it may change your mind!

For those of you who are going to use Instagram, I recom-mend a social media scheduling service called HootSuite.

It's free to schedule posts for up to three social media accounts which should not be a limitation due to your automation with IFTTT. Link your Facebook and Insta-gram account and now you can schedule posts for both at the same time by creating a post in Hootsuite, uploading your images, pasting in your crafted multi-purpose copy, and choosing the date and time it is to be published. When the scheduled time arrives the post will be sent to Facebook & Instagram from Hootsuite, then IFTTT will take over and publish to as many media streams as you've set up.

Posting Everyday Becomes a Drag - O N E H O U R A W E E K -

Social media shouldn’t be the task you dread each week. Scheduling your posts streamlines this process.


One - �e first reason to add Instagram to your repertoire of social media is that it is a visual canvas platform. You can share photos and descriptions of your listings with ease. Remember that potential buyers view the front image of houses for up to 20 seconds -- this is another medium on which to reach your audience organically...

Two - Reaching your audience organically is simple with location tagging. When publishing a photo you are asked if you would like to provide the location, you can enter an address, a place, a city, or a country. People love to click on these location tags and see what is nearby, meaning you have tons of opportunities to put your listings in front of people in that exact location whether or not they were looking for you -- it's FREE brand awareness. Location based hashtags can be added for a similar organic e�ect.

�ree - Research conducted by Facebook (the owner of Instagram) and shared through their Blueprint advertising certification shows that 1 out of every 5 minutes spent on mobile in US is on Facebook and Instagram. Simply put, if you're not publishing content to Facebook or Instagram then your missing an opportunity to be in front of a poten-tial customer 20% of the time they use their phone or tablet. Nielson rates this statistic higher at 22% of the time spent on mobile devices being dedicated to these social communities.

Four - Our final reason to use Instagram is the best of all - targeted advertising. Instagram advertising is built upon the Facebook platform using their network and database of information. �is means you have huge control over the audience targeting based on location, interests, jobs, demo-graphics, buying habits, etc. Not to mention that the adver-tising buy in is very modest starting at a dollar a day for campaigns based on impressions.

Four Reasons for Instagram- 1 5 M I N U T E S , O N C E -

Research shows that 1 out of every 5 minutes spent on a phone is spent with Facebook or Instagram.


Most of Facebook's advertising focus is on building brand awareness and presenting relevant ads based on interest or historical actions.

We briefly addressed Facebook advertising when we talked about the benefits of Instagram. Facebook o�ers a highly creative & visual platform that is incredibly user friendly with a lot of documentation and support for new users. To make things simple, most advertising campaigns fall into two cost categories: paying per click or paying per 1000 impressions. �e key in either case is to refine your audi-ence through precise targeting so that you are serving rele-vant ads to people who are looking for a new home. You can begin by creating a post on your Facebook page and boosting it (a fancy way of saying Facebook will show o� your content), or by creating an ad that will drive people to

your website. A comprehensive guide to Facebook advertis-ing is beyond the scope of this e-book, but here is a logical progression to think through:

1. Determine where you want to raise awareness: - Content on your Facebook Page - Content on your Website

2. Define and setup a small target market based around factors such as: 1. Audience location 2. Income 3. Family type 4. Behavior -- Facebook actually knows when people are in the market for new homes 5. Other factors as you see fit, just browse through the limiting interests

3. Use actionable copy and beautiful pictures - draw from what you've already used in the past and have created

Using Facebook Advertising - O N E H O U R A M O N T H -

If you are posting content to Face-book, advertising can be quickly leveraged to distribute this content further and in a targeted manner.

4. Determine your budget, and limit your spending 1. Set your daily max spend 2. Set your cost per click - don't worry, Facebook tells you what it should be

5. Place the order and watch people go to your website!

6. Test and refine di�erent types of ads to find out what works best in your market

Limiting your target market and keywords allows you to do this e�ectively. �is is just the tip of the iceberg in Face-book and online advertising, but should be enough to get

you started at an hour or so a month with a modest spend that could drive well qualified clients your way!

Looking to dive deeper with Facebook Advertising?

We recommend starting on Facebook’s website. �ey have an interactive training tool that can be located here: http://www.facebook.com/blueprint


Most of Facebook's advertising focus is on building brand awareness and presenting relevant ads based on interest or historical actions.

We briefly addressed Facebook advertising when we talked about the benefits of Instagram. Facebook o�ers a highly creative & visual platform that is incredibly user friendly with a lot of documentation and support for new users. To make things simple, most advertising campaigns fall into two cost categories: paying per click or paying per 1000 impressions. �e key in either case is to refine your audi-ence through precise targeting so that you are serving rele-vant ads to people who are looking for a new home. You can begin by creating a post on your Facebook page and boosting it (a fancy way of saying Facebook will show o� your content), or by creating an ad that will drive people to

your website. A comprehensive guide to Facebook advertis-ing is beyond the scope of this e-book, but here is a logical progression to think through:

1. Determine where you want to raise awareness: - Content on your Facebook Page - Content on your Website

2. Define and setup a small target market based around factors such as: 1. Audience location 2. Income 3. Family type 4. Behavior -- Facebook actually knows when people are in the market for new homes 5. Other factors as you see fit, just browse through the limiting interests

3. Use actionable copy and beautiful pictures - draw from what you've already used in the past and have created

Using Facebook Advertising Cont.

4. Determine your budget, and limit your spending 1. Set your daily max spend 2. Set your cost per click - don't worry, Facebook tells you what it should be

5. Place the order and watch people go to your website!

6. Test and refine di�erent types of ads to find out what works best in your market

Limiting your target market and keywords allows you to do this e�ectively. �is is just the tip of the iceberg in Face-book and online advertising, but should be enough to get

you started at an hour or so a month with a modest spend that could drive well qualified clients your way!

Looking to dive deeper with Facebook Advertising?

We recommend starting on Facebook’s website. �ey have an interactive training tool that can be located here: http://www.facebook.com/blueprint

Your plan should be to drive the most qualified traffic at the lowest cost to your content.


What happens when it starts working and those likes, shares, and comments come rolling in? You need to follow up!

Following up allows you to connect and build actual social capital. It's what takes a potential client from a warm lead to closing a home. �e best way to do this is to engage them with a follow up comment and ask if they have any questions you can answer directly through email. Getting a conversation going and moving it from social media to email not only gives you more permission and authority to communicate with them, but it builds trust. Email is a safer,

more direct communication channel and people feel more comfortable there. As a real estate agent you know that buying a home is the largest purchase most people will make in their lifetime. Trust and comfort of your client is key. So follow up promptly, build relationships over time, and keep yourself top of mind through multiple channels.

Following Up on Engagement - A F E W M I N U T E S , D A I L Y -

When working with a client to buy or sell a home their trust and comfort is key.


Bringing these actions together is a great base for an on-going, online marketing presence. It requires discipline and dedication, but the steps are rewarding as you begin to see people contacting you for your services!

Remember:

Content is KingYou need quality written content, that contains a call to action, and that is paired with a stunning photo to grab audience attention.

Distribution MattersMultiple channels means covering di�erent segments of your market, and a link means your audience can find and attribute content to you.

Automate the ProcessDon't drive yourself crazy by posting everyday, but do manage and schedule posts weekly.

Spend Money to Make MoneyAdvertising helps you reach targeted markets and puts content in front of a relevant audience when they are online.

Follow UpEngage and build trust with your audience and market, you are in this for the long haul!

Tying it Together: Things To Remember - O N E H O U R . O N E T I M E -

Marketing is only worthwhile if it works! Test what people respond to in your market and focus your time there.


Real Estate Exposures is a leading real estate photography company serving Central PA & Maryland's best agents. We have produced photography & virtual media for over 7000 homes & businesses!

- Premium Photography- Aerial Videos- Twilight Conversions- Twilight Photography

- Matterport 3D Tours- Virtual Tours- MLS Information- Listing Flyers

CALL TODAY TOSETUP A SESSION!

717-360-8687OR VISITREXPS.COM

SERVICES

ABOUT THE AUTHOR

Seth Nenstiel is a Digital Marketer for Real Estate Exposures where he develops and implements online marketing strategies & campaigns to help real estate professionals perform in an ever changing environment!

Online Marketing For Realtors is Copyright © 2016 to Real Estate Exposures, realestateexposures.com

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