As a Real Estate agent, there are many things that you need to do every day. With all the phone calls, showings, and unexpected things that come up, marketing and advertising can take a lower priority in your daily schedule.
Over the past two years, I have worked on over 200 Real Estate Projects. The advertising process for all these projects, from a single-family home all the way to large-scale pre-construction projects, has four things in common.
In this article, I will be covering what these four points are. I will also walk you through our free template, so you can streamline your process and come up with your own real estate advertising plan.
Understand the Bigger Picture
Real Estate is very different from other industries. Especially when it comes down to marketing and advertising.
Buying or Selling Real Estate is a very emotional process, and it doesn’t happen overnight. It’s a very lengthy process that is built on trust, credibility, and authority. If you understand and accept this, then everything will work out. If you are after a shortcut or quick money, then you are in the wrong place. You will find out very fast that social media ads are just a tool that will work for you over a long period of time.
That being said, you do need to have an appropriate advertising plan in order to get results. A proper strategy for a Real Estate agent should have four parts.
- Targeted Audience
- Lead Generation
- Education & Building Relationships
- Creating an Omnipresence & Brand Awareness
When generating leads, our goal is to build an audience of our perfect clients. For example, if you’re focusing on First-Time Buyers, then you need to build an audience of First-Time Home Buyers. In the next section, I will explain how we do this.
A Real Estate Sales Cycle is a relatively long process that is built on trust, credibility, and authority.
The next part is the Education & Relationship Building. In this stage, we need to educate our audience and build trust with them. The last part is Brand Awareness & Creating an Omnipresence. At this point, we want people who already know us, remember us, and continuously see our brand.
1. Defining Your Audience
Before getting started, I need you to have clarity on your brand and who you want as your ideal client. Take some time and try to define your brand while narrowing down your target audience. At the end of this article, I have provided you with some questions that can help you do this faster.
2. Lead Generation
There are various methods for Lead Generation, and in this article, we will walk you through one of the most effective methods which are through building lead generation funnels. Before we do that, though, let’s go over some of the things you should NOT be doing.
Buying Leads from Third-Party Companies
Buying leads from third-party companies is a waste of time and money.
Sometimes these leads are burnt, and if you are lucky enough to get a hold of them, they might not even know who you are, or where you got their contact info from.
Using Facebook’s Boost Button to Promote Your Posts
Many Realtors ask if Facebook Ads really work. When asked about their experience with Social Media ads, it turned out that most have been “Boosting” their posts. After spending a few hundred dollars, they decided that Facebook Ads are not worth it.
When you promote a post on Facebook using the Boost button, you are trying to get more people to see your post. The problem is that this type of promotion is the least efficient way, and the reason being is that you don’t have enough control over your ads. If you want to promote something, you should do it through the Facebook Ads Manager. If you are interested in learning more about the features of Facebook Ads Manager, read our article on 5 Mistakes Real Estate Agents Make When Using Social Media.
Now, let’s say that you boost a post and it does get to the right people. You MUST have a way … a straightforward way for them to communicate with you. You MUST have a way to reach out to them again, EVEN if they don’t provide their contact information. This can be done using retargeting and email automation. In the last part of this article, we will be explaining that in details.
3. Education & Relationship Building
This is one of the most critical components that if not done correctly, it will not get you the results that you want.
Start by creating valuable content for your audience. You then need to use various platforms to reach out to them and build a relationship over time. You need to show that you care and you are genuinely trying to help. Carefully designed, automated email sequences are one of the most effective ways of educating your audience & relationship building.
4. Creating an Omnipresence & Brand Awareness
Many Realtors make the mistake of creating “Brand Awareness” campaigns without setting a goal. They pay for an advertisement to get more visibility and then wonder why they don’t get the engagement they were looking for.
Brand Awareness campaigns need to be crafted and targeted towards people who have previously received some valuable information from you. The content you create and use to build an audience defines your target market, and those are the people that you need to create an omnipresence for.
You might be thinking, “How do I create an omnipresence?”
The answer is that you can use advertising channels that cost extremely low simultaneously to create an effective omnipresence.
Below are some of the most effective and low-cost methods to do this.
- Sending Regular Newsletters to your mailing list
- Using Google’s Remarketing Campaigns
- Retargeting using Facebook & Instagram Ads
The Real Estate Advertising Plan
Ok now that we went over the bigger picture let’s go over how we actually do this and what tools you need in order to create your 3-month marketing and advertising plan.
Step 1 – Define Your Audience
Answer the questions below to get a better understanding of your target audience.
Who is your perfect client?
What age range do they fall into?
Where do they live?
Are there any internal/emotional problems that they are facing?
What external problems are they facing?
What are some questions they might have?
Where do they live?
Step 2 – Create a Complete Lead Generation Funnel
A lead generation funnel is a series of steps that we get our online visitors to go through.
The first step of the funnel is pushing targeted traffic to the funnel. You can do this by using Facebook Ads, Instagram Ads, or any other type of targeted traffic.
The second step of the funnel is where we engage with our visitors. This can be done using one or multiple landing pages.
The third step is connecting with them and asking for their information. You can do this by using various methods such as using a quiz or using a free piece of information as bait.
The next step is following up and building a relationship.
To do this, you first need to choose a platform that can help you in creating lead generation funnels. We have worked with over a dozen platforms, and we finally settled on one that brings a lot of value to us and is quite easy to use. It’s called ClickFunnels.
Next, you need to create high-converting landing pages. Lucky for you we have created two landing pages that you can get For Free. You can easily download them and modify them using ClickFunnels.
Step 3 – Pushing Targeted Traffic
Pushing traffic is the first step of the funnel, and it can be done using Facebook & Instagram ads.
NOTE: Facebook has recently updated its rules. Any ads related to Housing, Credit, or Employment, will have four significant limitations. To learn more about this, continue reading.
The Landing Pages
The Quiz Funnel is a very powerful method of lead generation. It is using principles of commitment and consistency. What that means is that when people say something or do something, they generally tend to act in-line with what they’ve said and done. Therefore, the chances of them going through every step and at the end, provide us with their contact information are very likely.
Here are the steps you need to take to get these Free funnels.
Then, click on the download buttons below to download our funnels.
The last part of the funnel, which is the “Follow-Ups” is the part that most people overlook. This is the part that we build trust with our audience over time.
There are various platforms that you can use to do this. I use a software called GetResponse, which is very powerful. It allows you to create custom workflows and even schedule automated emails for six months to one year period.
Step 4 –Creating an Omnipresence & Brand Awareness
After you have your lead generation funnel set up and you have a list of leads, you want to start creating monthly newsletters and send it to them. Craft these newsletters carefully. They need to address the questions and problems that your audience is facing.
Use Retargeting via Google Display Ads or Facebook/Instagram Ads
If you haven’t used retargeting in your real estate advertising, you are missing out on a lot of opportunities.
Retargeting is creating custom ads and targeting people who have already interacted with you in one way or another.
There are pieces of code that you can place on your Landing Pages or Website which can keep track of people who have visited them. We can then create custom ads and target those people at a much lower cost.
Are you looking to learn all these methods? Sign up for my in-depth training. We are working on releasing this course shortly, and you can sign up to hear about the prelaunch discounts.
What to do from here?
To be first to hear about our complete real estate lead generation training, join our Facebook group now.