Zillow Group Partners With Facebook-Gives Listing Agents A Boost!

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Zillow Group recently announced the launch of two new products for its Premier Agents, Premier Agent® Direct and Seller Boost. Premier Agent Direct uses Zillow Group’s Precision Targeting to connect real estate agents and teams to their advertising audience on Facebook; Seller Boost generates listing leads:

Premier Agent Direct – Premier Agent Direct combines the power of a real estate network with social media, allowing users to expand the targeted audience they advertise to through a simple, easy platform using Zillow Group’s Precision Targeting. This technology identifies home shoppers using Zillow or Trulia and connects with them on Facebook. Agents can feature a specific listing or automatically highlight new listings or recently sold homes.

Premier Agent Direct helps agents more efficiently work their farm area and either extend or eliminate the need for a direct mail campaign by using Precision Targeting to connect with local home shoppers and sellers on a medium they are using every day. Premier Agent Direct is available on mobile and desktop.

Seller Boost – Seller Boost leverages Zillow and Trulia’s audience of potential home sellers to generate listing leads for Premier Agents. The new Seller Boost ads will appear on the home details pages of homes that are not-for-sale and the owner dashboard. Both of these products seamlessly integrate into the Premier Agent App. Seller Boost will be available to a limited group of Premier Agents before the end of the year.

“We have worked incredibly hard this year to create new opportunities for agents to connect with buyers and sellers so they can scale their businesses with greater ease. The new products are the results of those efforts,” says Greg Schwartz, Zillow Group chief business officer. “Through this new publishing platform, we have created a way to significantly increase the agent’s reach to consumers who are in a transaction mindset. With Precision Targeting, we know these people are using Zillow and Trulia, and now there’s a new opportunity to connect with them on Facebook. Coupled with the launch of Seller Boost, these products will help agents connect more effectively and easily with interested buyers and sellers through our growing platform.”

For more information, please visit www.zillow.com.

11 Ways to Promote Social Engagement on Your Facebook Page

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Have you noticed a drop in your Facebook engagement?

Wondering how you can better engage with your fans?

Making small changes to what and how you post can help your Facebook updates generate clicks, likes, and comments. In this article, you’ll discover 11 tips for boosting Facebook engagement.

#1: Pose a Question

One of the simplest and most effective ways to kickstart a dialogue with your Facebook fans is to ask them a question. Basically, you’re inviting a response. If fans can relate to the question and you find a way to leverage people’s interests or needs, they’ll find it hard not to answer.

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Here are some questions to ask:

  • Specific: What’s your favorite…?
  • Tips: How do you…?
  • Experiences: What’s your favorite moment from experience/memory…?
  • Edgy: Do you think…? (controversial question)
  • Direct: Why do you…?
  • Events: Who is going/Who attended…?
  • Timely: Today is…, so what are you…?

#2: Share Relevant Images

A picture can say a lot more than a text post. A visually striking image can bring the rapid thumb-scroller to a halt. Images have proven time and again to improve engagement, especially when they tell a story or connect with the audience on a personal or emotional level.

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According to BuzzSumo, Facebook posts with images see more than double the engagement of basic text posts.

Use relevant, colorful, and high-quality images. If you want to spice up your photos but don’t have Photoshop-level skills, try free tools like Canva and Adobe Spark.

#3: Crowdsource Feedback

People love giving feedback. When you ask for input the right way, your audience will jump on board and be quick to respond. The added benefit is you can uncover opportunities to improve your business and delight your customers.

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Imagine the potential boost to customer loyalty (and future engagement) if you make changes to your business based on the input you receive? Give this tactic a try. It’s a much more personal approach than surveys and you can respond to people directly to address their feedback.

#4: Include a Call to Action

The standing rule for any kind of marketing is that if you want your audience to do something, you have to tell them to do it. Use a call to action in every post, whether it’s to prompt a comment, share, opt in, like, RSVP, or any other action.

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Always tell your audience what you want them to do to encourage engagement.

#5: Boost Your Best Posts

If you have a Open House or a New Listing, post it to your Facebook page and boost that post. You don’t need to throw hundreds of dollars at it; give it a modest boost of $25 – $50 and target the people in the city you do business in and who like your page and their friends.

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You won’t necessarily see thousands of shares, but a boosted post can help get your best content in front of your target audience and spark some engagement. The more people engage, the greater the organic reach to their networks. This tactic can be especially effective with Open Houses and sharing the results with the owners. Often this method is far less expensive than advertising in the newspaper.

#6: Share Industry News and Hot Topics

Even your most loyal fans are interested in more than just your business. Sharing big news from your industry will show your fans that you’re not focused solely on promoting your business; you want to keep them informed about current topics. They’ll appreciate and respond to that.

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Curate industry news from a trusted source and ask your fans what they think. Ask people to contribute their thoughts and share the post. I often share resources from other marketing sources in order to ensure our agents have every opportunity to thrive! Sharing news, articles of interest from other trusted sources to your sphere makes you more credible and likable!

#7: Adjust Your Post Frequency

If your Facebook engagement is slipping, it might have something to do with your post frequency. Posting too little (say a few times a week) won’t help you establish relevance with Facebook’s algorithm and you’ll be fighting for space in your audience’s feed.

On the other hand, posting too often can hurt you, too. Facebook tries to show users the most interesting and relevant content from everyone they follow. If you’re posting a half-dozen times each day over a short period, expect a lot of your content to be missed.

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To find a sweet spot, try posting a few times each day at the times your fans are most likely to engage. Check out Facebook Insights for specific audience data you can use to target your fans.

#8: Give People a Giggle

We all love a good laugh in our news feed. Lighten the mood for your fans and show them that you have some personality. Don’t overthink it; just do something to give your fans a chuckle. Keep their interests in mind and make sure the humor is relevant to your audience.

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obviously make sure no one knows the people or who’s home you are giggling over. We work in one of the best industries for finding things to laugh at. A great source for Bad MLS Photos etc is this awesome Facebook Group “Really Bad MLS Photos” https://www.facebook.com/groups/146553387152 Join the group and prepare for a laugh.

#9: Respond to Everyone

If you receive comments from your fans but fail to respond or acknowledge them, they’ll notice and stop engaging with you. It only takes a few minutes throughout the day to monitor your social activity and make a few quick or witty responses to fans who comment.

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Consistent responses make fans feel valued and they’ll be more likely to engage with future posts from your page.

#10: Make an Emotional Connection

If you want to elicit a big response from your fans, publish a post that appeals to your audience on an emotional level. Share content and tell stories that pull at people’s interests, emotions, fears, and even their dislikes. Brand loyalty doesn’t come from a product; it comes from a customer’s joy at experiencing a shared sentiment or finding a solution that works.

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Emotion drives loyalty and engagement. It’s why millions of people couldn’t help but share the “Thank You, Mama” P&G commercials, making them the most shared Olympics ad at the time.

#11: Provide Value

Anytime you share or post content to your Facebook page, ask yourself what kind of value you’re providing to your fans. The best way to get their attention is to make sure there’s a takeaway or something in it for them. At the very least, give them a good chuckle. At best,teach people how to do something, inspire them to take action, and add value to their life.

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This exhaustive list of ideas should help you fill your calendar with a good mix of content types that are likely to promote engagement among your Facebook followers. Keep your Facebook posts short for maximum effect. The ideal character count is about 50 or fewer.

Also keep in mind that if you want engagement, you need to post and respond to your fans every day. While Front Porch Report is an awesome tool to automate the lifestyle articles for your social network.  Go for the human connection and provide value, and you’ll see your engagement rise.

Was this helpful? If so, I would love to hear from you. Please leave a comment below.

 

APPetite For Success – Summer MEC Series

This is a 7 part series of all the slides used for the APPetite For Success MEC’s with Don McDonald. Please right click and download the ones you wish to review. If you do not have Powerpoint installed on your computer you can download the Microsoft Powerpoint Viewer for FREE and watch all these presentations. I hope you enjoy these and as always feel free to post a comment and tell us what tool you are using to grow your business.

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PART ONE: Using Cloud CMA as a Home Value Landing Page and Generating Leads

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Right click this image to download the presentation

PART TWO: Boosting Your Cloud CMA Post on Facebook

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PART THREE: Using Cloud CMA at Your Next Open House

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PART FOUR: Getting Your Business On Google

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PART FIVE: Using Tweet Deck to Generate FREE Leads

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PART SIX: Using SkySlope to Protect Your _ _ _

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PART SEVEN: Sending a Private Message Through Gold Connect

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Shhhhh… WHAT ARE FACEBOOK DARK POSTS?

There is a big secret to effective advertising on Facebook. It’s called Dark Posts 

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Want to get in on the secret? Here is everything you need to know about Facebook Dark Posts and how you can use them in your marketing strategy.

Why Use Facebook Dark Posts?

So what does this tactic involve and how can you use it for your marketing purposes?

Basically, a Facebook Dark Post is a news feed-style ad that does not appear on your timeline. Essentially, it’s like the Isle de Muerta in the first Pirates of the Caribbean movie: it can only be found by those who already know where it is.

With Dark Posts, you can create an ad with a very specific message for an audience and ensure that it will appear on your timeline or their news feed. You can target those who have already liked your page or other new customers, but only those who you target will ever see the ad.

Let’s say you want to promote a open house you are hosting this weekend. Your Facebook followers consist of friends, family, past and current clients, other REALTOR’S, and potential client’s.  You want to inform potential client’s and other REALTOR’s about your open house.

Rather than sending out multiple messages about the open house to everyone, you can use Facebook Dark Posts to target one group at a time. Once you craft your open house ad, you can decide which followers you want to send it to and avoid sending it to people who have no interest in the subject. The ad will not be posted like a status update to your wall, so most of your followers will never even know anything was ever posted.facebookadvertising

This means that your friends, family, perhaps past client’s won’t be bothered with messages about your open house, and this eliminates the constant chatter that most ignore when you simply post everything to all.  those groups who aren’t targeted at all will never see the ads clog up their newsfeeds.

So to sum it up, Dark Posts benefit you because:

  • They help you send your ads to those who are most likely to act on them.
  • They allow for easier A/B testing as you can send several versions of a more general ad to different sectors of your audience and see which one does best.
  • They stop you from overposting and annoying followers, which means fewer unfollows.

So theoretically, you could set up 10 different versions of the same ad, divide your followers into 10 groups and send one version of the ad to each group. Not only will you be able to see which version of the ad does best, but you’ll also avoid overposting. No group will see the other ads, so to them, you’ll have posted one ad when in reality you’ve posted 10.

Sounds pretty cool, right? Let’s see how this is done.

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How to Use Dark Posts

Follow these steps to create a Dark Post and get started with Facebook advertising:

  1. Log into your Facebook Ad Manager page and go to the Manage Pages section. Be sure you select the right page.
  2. Use Power Editor to create the ad you like. Make sure you check “This post will only be used as an ad” so you don’t accidentally publish it to your wall. Create the ad you want using clever copy and eye-catching images to get your message across.
  3. Once you’re ready to publish the ad, submit it and preview it to ensure it looks exactly as you want it to.
  4. Now go back to Facebook Ad Manager and create a campaign for each ad. Click “Create Ad” and choose the audience you want. Don’t forget, you will have to pay for these ads.
  5. Now publish it!

Your job is not quite done yet. You still need to monitor your ads and keep them well organized so you can see what is working for you and what isn’t.

When it comes to A/B testing on Facebook, no other type of advertising can compare. Remember though, this is not organic reach, so you will have to do that as well. If everything goes well though, your Facebook Dark Posts will help you choose the best headlines, copy and images for your organic reach ads and make them more effective.

How to Advertise on Facebook and Get Results!

I hear all the time that Facebook and other social outlets are a waste of time. That advertising doesn’t work. That posts on Facebook do nothing for my business etc. I am here to prove you wrong. In this tutorial I will show you how to post an Open House Advertisement and show you the results. I spent $100 over the course of three days on this add and the results were amazing. Read on…

 

1750_Hazeltiine_Way_Open_House_addThe above screen shot of the results demonstrate how effective an ad on Facebook can be. With my $100 budget spread out over three days Thursday, Friday and Saturday. This ad reached 17,040 consumers. This means 17,040 people saw this as a post on their Facebook feed. The ad also had 1,089 actions. 1024 clicks, 7 new page likes and 48 post likes. (I also had 27 people attend the open house on Sunday and as I surveyed them, the majority saw the ad on Facebook.)

To run this ad in the local papers open house section for the weekend would cost between $150 and $300. My local papers distribution is 17,000 papers delivered daily. this includes the stacks of papers left at stores and in dispensers for sale. 17,000! The population of Fairfield is 127,000. I ran the numbers for the city of Fairfield, CA (Where I live) and according to Facebook. 80+ thousand consumers spend at least 90 minutes a day on Facebook. That’s 63,000 more potential customers than the paper delivers. That’s Amazing Results!!!

How to duplicate these results for your open house ad.

First start by having  professional photos taken of the home. (Do not use your iPhone and take a pic and upload to Facebook). The quality of the photo is a huge part of the success you will get from the post. The home should look inviting and entice consumers to visit the property.

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Professional photos are the only way to go. Stop taking your own photos of the homes you are selling. If you lived in the neighborhood would you evaluate the way an agent markets the home? Photos tell the story and demonstrate your willingness to spend money to make money.

Once you have the photo selected you head over to Facebook and post the photo with the open house description.

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Once you have uploaded the photo and written your description (inviting the consumer to your open house) You need to select “Boost Post”. You can do this after you publish the post or do it instead. either way works fine.

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You must define your audience. This is where you can target your ad to a specific area, group, demographic, etc. Click on “Edit Audience”

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Give your audience a name, in this case I defined my audience as 32 to 65 year olds, living within a 25 mile radius of Fairfield, CA. You could also get very specific and define your audience even more. In the “Interests” box you can input specific categories like “Renters”, Home Owners, etc. This way Facebook will only target those individuals who are renting or are home owners etc. It is a great tool to use if you are targeting first time buyers, or perhaps running a home value ad (search “Home Value Ads” on this site to find a similar post about how to effectively run home value ads on Facebook with success.)

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Now we need to define our budget and how many days we would like the ad to run. Here I have chosen a budget of $100.00 (You can spend more or you can spend less) and I have chosen to run the ad for three days. Our target reach is 10,000 to 27,000. Why does it say 10,000 to 27,000? As I mentioned earlier Facebook statistics tell us how many consumers are on Facebook. Although Facebook can not predict the future it knows that on any give day over the next three days we will reach a minimum of 10,000 consumers and a maximum of 27,000 with the criteria we have set. I usually get somewhere in between. And as the above ad results indicated we reached 17,040 consumers over our three-day ad period. The final step is to click “Boost”

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If you have not already set up a payment method Facebook will walk you through entering your billing information and setting up a Facebook Ads account. Facebook also has rules, terms and conditions for all advertising and you must follow specific guidelines for advertising. Facebook will review all ads prior to them posting so it may take a few minutes to an hour or so before your ad is live. Other resources of interest are Facebook For Business, Marketing On Facebook, Want to really dig deep and learn more about to effectively advertise on Facebook go here and to learn how to measure results go to Facebook Measurement Basics.

You can see real-time results as your ad runs on Facebook. It updates every minute with each click, share, like etc. Once your ad is completed you can view the results.

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A smart thing to do is to take a screen shot of your results (Cntrl + Print Screen) and then paste the copied screen shot into an email and send it to your sellers. It’s a powerful way to demonstrate that you are working for them and that marketing their home is important. It’s also a good idea to print some one sheets out that you can share with potential sellers at listing presentations to demonstrate your knowledge in social media advertising and again how this separates you from other agents.

I hope this was helpful and I hope it helps you grow your business. When it comes to Technology, RE/MAX Gold has you covered. Streamline your image with RE/MAX website templates, mobile apps, Design Center for creating marketing materials, social media integration, training and support. Every tech tool is designed to help make your business more efficient and profitable. To find out how a partnership with RE/MAX Gold could take your business to new levels visit www.joinremaxgold.com or message me below, I am happy to meet confidentially and share the many benefits a partnership brings.

Enjoy.