The Snapshot: Recent Episodes
Gayle Weiswasser
On the Homesnap Snapshot, we talk to real estate agents across the country about social media, marketing, real estate and client development. We find agents who are doing marketing in interesting and innovative ways and interview them so that others can learn about new strategies, platforms and content ideas. Learn how to transform your own marketing efforts from the experts on the show.
Happy holidays, everyone! The Snapshot is going on a short hiatus in January for a few months. Please enjoy back episodes of the show, and look for an update in March of next year!
On this week’s episode of The Snapshot, we chat with Homesnap’s Co-Founder and SVP of Product Strategy, Guy Wolcott as well as Homesnap’s Director of Product Management, Lynn Matthysse about a new product from Homesnap that allows agents to schedule home showings within the app without fear of a competitor getting access to the data.
Links Mentioned:
Homesnap Pro
Homesnap Pro+
Homesnap Pro Ads
ShowingTime
Centralized Showing Service (CSS)
Homesnap Showings
AllTrails: Hike, Bike & Run
WEMO
Glass Photo
Hiking Project
Subpar Parks: America's Most Extraordinary National Parks and Their Least Impressed Visitors
On this episode of The Snapshot we welcome back Chelsea Peitz to talk about Instagram. We cover best practices for Instagram, including the different types of Instagram accounts; the algorithm; hashtags; Instagram profiles; and how to build a long-term sustainable strategy of putting out content that engages your audience and builds relationships.
Links Mentioned:
Chelsea Peitz Books
The Voice of Social Sales Podcast
Made to Market: Marketing In A World Focused On SalesCanva
Feedly
Videoshop
Captions: Speak To The Camera
Videoleap
On today’s show, we talk to Brandi Snowden, Director of Member & Consumer Survey Research at the National Association of REALTORS®, regarding NAR’s recent survey about what agents want from their technology. Not surprisingly, the pandemic had a big impact on the tools that agents use and value most. eSignature, lockboxes, videoconferencing and social media topped the list of agent must-haves. We discuss whether the need for these tools is here to stay, as well as what’s on the horizon.
Links Mentioned:
National Association of REALTORS®: Real Estate In A Digital Age - September 2021
National Association of REALTORS®: 2021 Technology Survey
We talk to Amie Quirarte of Tahoe Luxury Properties about how her philosophy of being authentic, honest and open minded on social media has led to deeper and stronger relationships with clients. She has a great perspective about being true to yourself, sharing your everyday life and not being afraid to express your opinions... and how building that connection with your audience can lead to relationships that turn into clients. We also talk about the many benefits of getting deeply involved with your community.
Links mentioned:
WhatsApp
Today we welcome Joy Aumann, co-founder of Luxury SoCal Realty, back to the show to talk about search engine marketing for your real estate website - driving people to your website through search. We cover:
- what you need to have on your site to make Google reward it with traffic
- the value of having a niche for search engine marketing
- how to choose the right URL
- why you shouldn't require people to register on your site
- why backlinks are so important and how to get them
- how Google SEM differs from social media marketing
- what to do with leads once they come in
Links mentioned:
developers.google.com
GTmetrix.com
AHRefs.com
Semrush
We talk to Glennda Baker, realtor with Ansley Real Estate in Atlanta, about how her TikTok videos accomplish the trifecta of content marketing: deliver relevant content of value, connect personally with her audience and increase brand visibility. Her content also helps build credibility which leads to referrals and business.
Links mentioned:
Notes app
Katie Lance comes back to the show to talk about what has changed in the last 18 months in the world of social media and digital marketing.
- The big social platforms are rented space, and creating assets that you own and control means that if the platforms go away or they change the rules or people stop tuning in, you still own the content and can reach your audience. Try to move them from the big platforms to your own platforms.
- People are responding to quick-moving, playful content
- Even amidst change, consistency builds trust.
- It has been more important than ever not to be tone-deaf, not to stick slavishly to a content calendar.
- Instagram is better than ever for organic engagement.
We also do a deep dive into Instagram and the many ways to use it. Life is content!
Links mentioned:
Get Social Smart Academy
Canva
Videoshop
Clubhouse
On today's episode, we talk to Jimmy Burgess, chief growth officer at Berkshire Hathaway HomeServices Beach Properties of Florida, about creative video content ideas for agents who need something new to post or create. Video content allows your audience to get to know you and determine if you'd be a good fit to work with. And the goal of all this content? Relationship building. This episode is full of great tips and very actionable advice.
Some of the ideas covered in the episode:
- Inside look videos
- FAQ videos
- Just listed videos
- Apps I'm using video
- Just sold videos
- My favorite places video
- Before and after videos
Links mentioned:
Inman article with Jimmy Burgess' 21 content ideas
BombBomb
Videolicious
We talk to Kate Hulbert, Marketing Director at Bozeman Real Estate Group, about how a robust, up-to-date agent website can drive traffic and leads. These sites can compete with the national search sites if they are done well. Here are some of the things we cover on the episode:
- Why it's so important to keep your website up to date, and what that entails (including being mobile responsive)
- Why stock images are bad
- Which fonts and website features to avoid
- How frequently you need to post new, authentic content on your site
- Where to put your contact information
- Lead capture through relevant content
- SEO and how to make it manageable
- How to mine Google Analytics for valuable information about your audience
Links mentioned:
Kate's Inman article about agent websites
Insight Timer app
Solitaire
On this episode, we talk to Jason Pantana, coach and trainer at Ferry International, about how to build location authority on Google and capture search traffic.
We discuss:
- Google My Business pages and how to direct people to them via relevant search terms
- what location authority is and how to build it
- how location authority leads to... leads
- why you need to lock in your N-A-P - name, address and phone number - so Google has confidence in who you are
- why it's critical to keep your social media profiles updated and accurate
- how to ensure that your website is helping with your SEO
- how to get good reviews
- how photos help build location authority
- common mistakes agents make with Google
Links Mentioned:
GeoImgr
Spotify
Apple Podcasts app
Audible
Notes app
We talk to Neyshia Go, senior global real estate advisor at Sotheby's International and co-star of CNBC's Listing Impossible, about how she uses videography, including architectural elements and lifestyle content, to tell the story of a property. Her advice is to think about the message you are trying to send with the content you are trying to create, and to know who you want to target.
Other tips:
- Think about the style of video that will show your authentic self
- Ask yourself what buyers will find most interesting about the house
- Keep videos under 2 1/2 minutes long
- Invest in creating good content
- Tailor your marketing to the specific audience you're looking for
Links mentioned:
Homesnap
Health app
Postmates
Waze
On this episode, we talk to Jess Lenouvel, founder of The Listings Lab, about what to post on social platforms like Facebook and Instagram to get people to choose to work with you as their agent. Jess describes three types of content - authority content, personal content and social proof - that help agents build relationships with their audience that can lead to business. Authority content provides valuable information and communicates what you bring to the table. Personal content gives your audience a sense of what you'll be like to work with. And social proof includes things like case studies, testimonials, and PR. We also talk about how to incorporate paid marketing into an organic digital plan.
Links mentioned:
Skitch
Adobe Lightroom
Pomodoro
The Listings Lab Facebook Group
In this episode, we talk to Seth Price, Managing Partner and CEO of BluShark Digital, about search engine optimization and when it makes sense for real estate agents to spend money on search marketing. Price takes us through the four factors that lead to optimization: 1) high quality content; 2) authoritative links; 3) the structure of your website; and 4) your local presence through Google My Business. When these four factors are strong, then you have a good shot at a high Google ranking. The goal is to show that you are the most authoritative through persuasive content, links from other people and a strong, robust local presence on Google. We also discuss maximizing the value of paid SEM.
Links mentioned:
BlueShark Digital
Parking Panda/Spot Hero
ParkWhiz
In this episode, we talk to Joy Aumann, private client network partner at Compass in San Diego, about Clubhouse, the audio-only, invite-only live networking app that has been on a steep growth trajectory this year. Aumann describes Clubhouse as "a mashup of social media influencers, marketing and coaching professionals, podcast, webinars and thought leaders". Should you join? Is it worth it?
Here's what Aumann shared:
- The residential real estate rooms"in Clubhouse have exploded recently, with a huge community of agents on the platform
- How to get started on Clubhouse, even without an invite
- How to make your Clubhouse profile stand out
- How Clubhouse can make your other social media platforms grow
- The different types of rooms in Clubhouse
- How to find people to follow in Clubhouse
- How to get on stage
- Why pitching is a no-no in Clubhouse
- Why Clubhouse is a good fit if you're camera shy or not into creating polished video or photos
- How she has gotten referrals from Clubhouse
- Why audio-only content can be more intimate than video
Links mentioned:
TurboScan
Snoo
Joy Aumann on Clubhouse: @SanDiegoLuxury
Joy Aumann on Instagram
Joy Aumann blog post on Clubhouse
In this episode, Bernice Ross, CEO of RealEstateCoach.com, explains the differences between three popular short form video platforms: TikTok, Instagram Reels and YouTube Shorts. What they all have in common, though, is that they educate and entertain. Agents should keep this in mind as they incorporate these platforms into their marketing strategy. The ultimate goal of this video content? Awareness and personalization of the agent.
Links mentioned:
Otter
Lead Great Virtual Meetings
We talk with Lauren Matera, agent with Matera Home Team of Coldwell Banker Realty in Annapolis, MD about how she has created an engaging TikTok account that provides relevant, educational content that empowers her audience. We talk about the TikTok algorithm, jumping on trends, interacting with other users, and what Lauren is trying to achieve through her TikTok account.
Links mentioned:
Lauren Matera's TikTok account
Homesnap on TikTok
Today we talk to Anthony Mann, president of A Social Strategy, about COVID: how it has changed agent behavior and which changes will last. We cover in-person meetings, offices, remote signatures, lead gen and this crazy market.
Links mentioned:
OfferUp
TikTok
Clubhouse
Today we're talking to Gus Munoz Castro of Power ISA about best practices for using Facebook for lead generation:
- Don't approach Facebook like you approach your database - it's a different animal.
- Facebook is "interruption marketing" - you're catching them while they are doing something else - and the typical Facebook buyer is 6-12 months out from a home search.
- Facebook ads can start generating responses immediately
- Facebook lends itself best to buyer leads
- Give your leads the opportunity to respond to you
- Offer "massive value"
- Take advantage of Facebook's paid ads to get to more relevant leads
- Use the power of Facebook Groups
Links mentioned:
Among Us
Call Of Duty
Power ISA on Facebook
Today we talk to Joe Rand, Chief Creative Officer for Howard Hanna | Rand Realty about how to harness the intimacy of digital marketing to communicate meaningfully with the right audiences. We talk about many things, including:
- What "relevant content of value" actually is
- The goal of real estate marketing (Hint: All marketing is branding)
- The marketing that stops Joe in his tracks
- How to use humor in your marketing
- Why Joe doesn't use any apps
Today we talk to Victoria Kennedy, CEO of Victorious PR in Las Vegas, NV about easy strategies to kickstart or refresh your marketing:
- Choose organic over generic every time
- Use your social media profiles as a sales funnel
- Set up systems to build your lead flow
- Focus on one activity and do it consistently
- Pitch yourself to local press outlets
- Set up your Google My Business profile (or do it through Homesnap!)
Links mentioned:
TikTok
Sleep Cycle
This is the 150th episode of The Snapshot! To commemorate this milestone, we looked back over the last 150 episodes and identified five key themes that have come up again and again on the show. We also picked some of our favorite guest soundbites that support those themes. Specifically, we discuss why:
- Social media is a long game
- Providing relevant content of value builds relationships with audiences
- Social media personalizes agents
- Video is key to real estate marketing
- Local content is golden for real estate agents
Thank you to the 149 amazing guests who have come on the Snapshot over the last 4 years, and to the people who tune in to listen to the shows! Here's to 150 more episodes!
We talk to Wendy Walker, Managing Director of Wendy Walker Fine Properties at The Agency in Scottsdale, AZ about how to have consistent branding across digital properties. We discuss getting started with a logo, developing messaging and then using digital platforms to reach their distinct audiences. and measuring the impact of social media content. We also do a deep dive on LinkedIn and how it has helped Wendy build business.
Links mentioned:
Calm
Audible
Crystal
Wendy Walker on Instagram
Wendy Walker on Facebook
We talk to Arvin Haddad, Senior Estates Director and Broker-Associate at The Agency Beverly Hills and co-star of CNBC's Listing Impossible, about how to strike the right balance between personal and professional content on social media. We cover political views, dealing with posts you regret, and how to determine what's going to resonate with your audience.
Links mentioned:
Calm
Arvin Haddad Instagram
We talk to James Schwartz, VP of Marketing at RE/MAX, about how RE/MAX supports its agents through technology for marketing, recruiting, lead gen and client service. James' best advice for agents: nurture relationships with customers through nuanced content that expresses the agent's value and connects with the audience.
Links mentioned:
RE/MAX Megaphone
Calm
Apple Fitness app
We talk to Kendall Bonner, broker-owner of Re/MAX Capital Realty in Tampa, about why video, and in particular personalized video, is so effective for real estate marketing. Bonner explains what 1:1 video marketing is and when agents should use it. She also shares best practices for creating these videos, including which platforms and devices to use, lighting and script. It's all about building personal relationships and connections through authentic video, and Bonner will tell you how to do it.
Links mentioned:
Bomb Bomb
BigVu
YayText
The Bible app
QBlock
Toy Blast
Improve Your Hustle podcast
In this episode, we talk about digital assistants with Justin Nelson, the CEO of Sphere Rocket, a company that trains digital assistants and hires them for real estate agents. We cover who should consider hiring a virtual assistant, what a virtual assistant actually does, and the difference between a virtual assistant and a transaction coordinator. We also talk very specifically about how to use a digital assistant most effectively for marketing.
Links mentioned:
Asana
Slack
Screenshot Monitor
We talk to Kassidy Paine, a broker with Century 21 Reed Baugher Realty in Litchfield, IL, about her use of TikTok, Facebook and other social media platforms, and how she has built up a millennial client base. We discuss her different audiences on each platform and how Kassidy adapts the content she posts on them to match the audience. We also talk specifically about what Kassidy has learned from using TIkTok, where she has found a lot of followers who are not teenagers. She treats it as an informative channel where she shares tips and information about real estate. She has also gotten a lot of referral income from TikTok.
Links mentioned:
Kassidy on TikTok
Kassidy on Facebook
We talk to Homesnap Content Marketing Manager, Matt Kane, about why having a high Google rank is so important and how agents can boost their ranking. Matt explains how the Google algorithm chooses who to feature in its results and how searchers find their way to agents. This Homesnap white paper breaks down the results agents can expect to see on Google after enrolling in Homesnap Pro+, which creates and maintains Google business profiles on their behalf. We also cover social proof and the importance of reviews.
LINKS MENTIONED:
The Homesnap blog
Homesnap Pro+
Homesnap white paper on digital reach
Spotify
Pokerrrr2
NOTE: This episode was recorded in June 2020.
This week we talk to Jackson Wilkey, a YouTube marketing pro (and former agent) about how he went all in on video and SEO to build an audience and a brand in his new city of Portland, OR. He shares very concrete tips about how to record, title, tag, and promote your videos to get the biggest reach and inspire action from your audience. The three essential videos you have to create? 1) Pros/cons of living in your market; 2) Cost of living in your market; 3) Top 5 neighborhoods in your market.
Links mentioned in this show:
TubeBuddy.com
PicMonkey
The YouTube Agents - Channel Junkies
Living in Portland Oregon Youtube Channel
We head to sunny skies in this episode, when we talk to Ian Hurdle, Founder & Director of The Agency's office in Turks and Caicos, where he is responsible for developing the brand across the Caribbean. We discuss the current market in the Caribbean - pandemic hideaway, anyone? - and how they kept transactions going when islands were closed to foreign visitors. We also talk about how Ian has worked with influencers to bring attention to The Agency and its listings. Ian also explains "the laptop lifestyle" and how people are achieving it in the Caribbean.
Links mentioned:
Matterport 3D Tours
Calm
Duolingo
We talk with Heather Colby, the Chief Marketing & Technology Officer (CMTO) at ERA Grizzard Real Estate in Orlando and the host of the Ideas for Real Estate podcast, about Instagram - again! We cover why Instagram is a great place to build a personal brand, as well as tips for getting the most out of the platform:
- Be someone that others want to follow. Ask who am I, who do I want to connect with, and where do we meet?
- Be thoughtful and purposeful about what you post - homes, real estate content, local living, personal branding
- Come from a place of service, not selling
- Look for genuine engagement rather than chasing likes. Always comment with at least 4 words!
Links mentioned:
Heather Colby on Instagram
Lightroom
Canva
Loom
We welcome back Nicole Solari, managing broker of Level Up Realty in Fairfield, CA, to talk about virtual home tours and how to give homebuyers the best experience. We cover the purpose of the tour, how realistic the tour should be (very!), and lots of tips for creating a virtual tour that will find the right buyer.
Links mentioned:
The Solari Group on Facebook
5-0 Radio Police Scanner App
Spotify
(Note: This episode was recorded before the COVID-19 quarantine.)
We talk to Roh Habibi, Broker Associate at Golden Gate Sotheby's International Realty in San Francisco, about contact databases, why they matter and what should be in them (hint: be authentic and send relevant content of value). We also cover:
- The importance of a decent newsletter
- When to reach out to the people in your database
- How many people should be in your database
- How to track and measure the success of your emails
- How to segment your audience into different categories
Links mentioned:
Roh on Instagram
We talk to Mauricio Umansky, Founder and CEO of The Agency in LA, about the impact of the coronavirus on The Agency and the real estate market. We cover the 2020 buyer, how to manage a company remotely, his thoughts on working from home and what buyers are looking for post-March. Mauricio also shares the one marketing tactic that has made the most difference in building his brand. Also, the most effective way to reach the high end buyer? Email. And there is no substitute for simply picking up the phone.
We talk to Teresa King Kinney (CEO) and Deborah Boza-Valledor (COO & CMO) of Miami Realtors, the large and diverse MLS serving the Miami area, about what agents should be doing to keep their skills sharp and their clients engaged. We discuss how they are managing their organization through the COVID-19 pandemic and the services they have implemented for their members to help facilitate showings and transactions. This is a great time for agents to take advantage of all offered training and stay in touch with their clients.
Links mentioned:
eProperty Watch
RE Technology
Inman Select
Homesnap Stories
Calm app
RandomActsOfKindness.org
We talk to Santiago Arana of The Agency in LA about how coronavirus is impacting the practice of real estate in Southern California, from the homes his clients are looking for to how they are searching. He’s been using video a lot over the last few months not only to showcase homes but also to connect with and inspire agents and help them manage the pandemic. Listen also for tips about how to stay in touch with your sphere during this time.
Links mentioned:Tony Robbins Breakthrough AppCalmWim Hof Method Breathing AppThe Agency app
(Episode recorded 5/14/20) We talk to Greg McDaniel, agent with EXP Realty and co-host of Real Estate Uncensored about the power of video during the pandemic. Greg shares ideas for video content to connect with your audience and sphere, as well as the tech tools you need to create quality video content.
Links mentioned:
Neighborhood Scout
Realty Times Consumer Advice
Rode SmartLav
DJI Osmo 3 Gimbal
LandGlide
Marco Polo
Mobile Passport
MixCam
Calm
In an episode recorded at the beginning of quarantine, we talk to Josh McFall and Daniela Perallon, the CEO and advocacy/marketing manager, respectively, for ValleyMLS, the multiple listing service for Northern Alabama (Huntsville area). Our focus is on how ValleyMLS is communicating with and marketing to its members during coronavirus and driving consumer search traffic to its website. We talk about avoiding being tone-deaf and arming agents with the tools and encouragement they need to get through challenging times.
Links Mentioned:
Kindle app
Goodreads
Homesnap
Udemy
Marco Polo
Josh McFall LinkedIn
Daniella Perallon LinkedIn and Instagram
Early in the pandemic, we talked to Justin Bosak, Broker Owner at the Ocean's Six Group in Wall, NJ, about how coronavirus will impact the real estate industry, from what people want in their homes to how agents will market themselves and their clients' homes. Justin shares tips on how to create engaging video content (talk about what you love!) and some other tools that agents need now more than ever.
Links mentioned:
Matterport
RE/MAX Megaphone
Google Keep Notes
Canva
Photofy
Filmorago
CamScanner
Finding Success Podcast
We talk to Katie Lance - for the third time! - about how to keep your marketing going during the coronavirus pandemic. Katie has a lot of advice about types of content that is working right now (video!), as well as how to stay connected with and helpful to your community. We also talk about virtual home tours, what isn't appropriate to share right now, and why getting personal is fine. Are audiences bored? Distracted? In desperate need of something positive? All of the above. Finally, don't forget email marketing and your Google presence - and keep an eye on your longterm video plan.
Links mentioned:
Be.Live
Get Social Smart Academy
The Katie Lance Podcast
We talk to Scott Shapiro, Client Partner, Industry Relations at Facebook, about how to use Facebook Live to hold virtual open houses.
We cover:
-
How to get people to tune in to a virtual open house, and how to repurpose the content you record for later.
-
How to create a Facebook Event for your open house.
-
How to prepare for your virtual open house, including what to do in the property before you start recording. (Hint: write a script! And test the wifi in advance throughout the house.)
-
What a gimbal is and why you need one.
-
How to pace the tour and how to craft a story for the house.
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What to do with the video once it's created and the livestream is over.
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How to use this video content for business development beyond selling this one house.
Links mentioned:
Best practices for Facebook Live Open Houses on the Facebook website
Quik
VideoShop
Mojo
This week, we talk to Aaron Grushow of Compass LA about how agents can use TikTok to grow their business. We discuss how he expanded from Instagram to TikTok, what he knows about his audience and why agents should jump on now. Agents should also stay on top of TikTok memes and have a good understanding of TikTok etiquette before they jump in. We discuss whether Aaron has gotten leads from the platform (he has) and how his TikTok content interplays with his other social media platforms, especially Instagram. We also talk specifically about using TikTok during COVID-19.
Links mentioned:
Aaron Grushow on TikTok
The Queen City Realtor on TikTok
The Supreme Agent on TikTok
Amy The Realtor on TikTok
The One in BelAir (YouTiube)
Billionaire Drone on YouTube
Planner Pro App
NOTE: This episode was recorded before the COVID-19 crisis.We talk to Julie Dey, VP of Marketing at Windermere Real Estate in Seattle, about using Spotify playlists for marketing. Homes provide the soundtrack to our lives, so Windermere brought music to real estate through an active channel that allows audiences to engage with their brands. Windermere agents help curate these lists, which are created for many different contexts and purposes. We discuss how to market the playlists and measure the return.
Here are the Windermere playlists on Spotify.
Other links mentioned:
Weeknight Society
We talk to Pieter Aarts, the CEO and Co-Founder of roOomy, about showing and furnishing homes virtually using CGI, 3D modeling, AR/VR and virtual staging. (This episode was recorded pre-quarantine, but these technologies can be very helpful to agents who can't show homes or hold open houses right now.) Aarts takes us through the different technologies and provides use cases for how they can improve the home search and selling experience. AR and VR are "no longer toys, but tools".
We talk to Miguel Berger, CEO/Co-Founder at Voiceter Pro, about smart speakers and voice marketing. Agents are using Alexa and Google Assistant to access MLS information and deliver flash briefings - short podcasts - to clients. We discuss best practices for creating content for briefings and marketing them to relevant audiences. We also talk about how to adapt voice marketing to real estate, which relies so heavily on visual content.
We talk to content strategist Chris Meyer about best practices for content marketing and SEO for real estate agents.
We cover:
1. How SEO builds trust and location relevance.
2. Which digital content contributes to SEO.
3. Why you need to identify your competitive advantage to boost your SEO.
4. The importance of turning to your audience to determine your content.
5. How to develop a content marketing plan built around what makes you unique.
6. How to get the most mileage out of your content.
7. Why it's important to be consistent in how frequently you publish.
Links mentioned:
Buzzsumo
CM Business Writing
Headspace
Loom
Asana
Wrike
Basecamp
OpenSnow
Chris on Twitter
We talk to Teresa Boardman, broker/owner with Boardman Realty in Saint Paul, MN, about how her blog, St. Paul Real Estate Blog, has evolved over the last 15 years to become her main digital marketing strategy.
We discuss:
1. How blogs build trust and deliver well-matched client prospects.
2. Why you should write for the audience you want.
3. How Teresa develops her content calendar.
4. The hub and spoke approach to social media content.
5. How she measures the impact of the blog.
6. What Teresa would do with one extra hour a day to spend on marketing.
Links mentioned:
MileIQ
Kindle app
Homesnap
In this episode, we do a deep dive on Instagram with Jason Cassity of the Compass Cassity Team in San Diego. Jason shares some advanced Instagram strategies and tactics for lead generation.
We discuss:
1. instagram Stories swipe-up ads, which Jason considers one of the most underpriced digital marketing strategies.
2. Whether Instagram Stories have killed Snapchat.
3. How to use Instagram to engage with other agents and build a referral pipeline.
4. How to use Quick Replies to engage authentically with followers.
5. Influencer outreach via Instagram and how to use it to build your network.
Links mentioned:
Google Calendar app
Notes app
Measure app
Jason's Instagram
We talk to Joel Epstein, host of The Big Joel Show and real estate coach/author, about how to generate inbound interest from your sphere rather than building a business through outbound calls. Some rules of thumb: 1) don't delegate core activities that got you where you are; and 2) don't replace relationships with technology. We also talk about iBuyers, posting personal vs. professional content, and how to capture the hearts and minds of your clients.
Links mentioned:
Orangetheory Fitness
Zero Fasting
We talk to Chad Carrodus of Compass-Jere Metcalf Partners in Atlanta, GA about Gen Z and why you should care about reaching them. They may be young, but they are big and believe in home ownership - and they will be buying within the next few years. Chad shares some strategies for connecting with Gen Z, including some surprising advice about digital ads and producing raw, controversial content.
Links mentioned:
Inman article about three mistakes agents make when marketing to Gen Z
TikTok
Slack
iMessage
Homesnap
Zapier
We talk to Melissa Gomez, principal broker at ERA Top Service Realty, about - yes, again - Instagram. Melissa launched Money Mondays with Melissa videos on Instagram to help educate her audience about the process of buying a home, which has led to new client relationships through the platform. She is a wealth of information about Instagram and how to use it to grow business.
We discuss:
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How Melissa chooses her content toward her audience's needs, rather than the other way around.
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How people find Melissa's content.
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What Melissa posts in between her biweekly videos and why she mixes personal content with real estate content.
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What makes Instagram different from other platforms.
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Why 2 minutes is the magic length for Instagram videos.
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How to use the Instagram Analytics information in Instagram to be 'genuine yet strategic'.
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How changing her handle led to a more relevant audience.
Links mentioned:
I Heart Radio
Today, we're talking to Anslie Stokes Milligan, team leader with The Stokes Group with McEnearney Associates in Washington, DC, about how the blog and Instagram account she started about her own home renovation has turned into a successful marketing tactic. Writing about her renovation is "a natural extension" of what she does all day - talk about updating homes with her clients - and it reinforces Anslie's expertise in renovation. Her team focuses on Facebook and Instagram to build engagement with their audience on multiple platforms and promotes the blog through a hashtag, a sign outside the home being renovated and marketing to current clients. The blog has garnered the most interest and reaction of any marketing tactic she has implemented.
Links mentioned:
The DC Real Estate Blog
Homesnap
Realvolve CRM
Amazon and Amazon Prime Now
Dropbox
DocuSign
Ring Central
We talk to Frank Konsella, a realtor at Signature Properties Ebner & Associates in Crested Butte, CO about how he has used podcasting and blogging about the Crested Butte lifestyle to build his real estate brand.
We discuss:
- How Frank got started with the blog and podcast.
- How he measures the success of the podcast.
- What has surprised Frank about podcasting.
- Advice for agents who want to get into podcasting.
Links mentioned:
14er Skiers blog
Crested Butte is Home podcast
Audacity
Libsyn
Gaia GPS app
We talk to Andrew Helling, founder and editor of Rethority, about why Facebook, Instagram, and Nextdoor are the three essential platforms for agents.
We discuss:
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Why market analyses, recipes and funny memes make for effective content.
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Common mistakes agents make on Facebook.
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How new agents should use hashtags on Instagram.
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How Nextdoor content categories can build business.
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How non-digital marketing tactics can complement digital strategies.
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Why you should do what people aren’t doing!
Links mentioned:
Audible app
Sudoku app
We talk to social media expert and educator Marki Lemons-Ryhal about how to create effective video content to build brands and reach clients.
We discuss:
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Why agents should create one minute of video content a day.
-
The advantage of vertical video content.
-
When to replace your phone.
-
How to hold your phone when you're taking a selfie or a photo of someone else.
-
The benefits of live video, including engaging audiences and no editing.
-
Why audio is more important than video.
-
How to develop a business plan for your social media strategy.
-
Instagram hashtags: use more for the feed, fewer for stories and IGTV.
-
Snapchat - yes or no?
-
How to maximize the value of your content.
Links mentioned:
Prompter app
InShot app
Bitmoji
Quik app
Headliner app
Marki's podcast Social Selling Made Simple
We talk to Zillow alum Jay Thompson, author of the Now Pondering blog about why it's so important for agents to identify and build their brand.
We discuss:
-
A brand is much more than a logo.
-
The questions you have to ask yourself to help focus on your brand: What are your values? What's your mission statement? What inspired you to get into real estate? What makes you unique? How do you want to come to mind for people? How to you want to communicate your brand?
-
The little personal touches that will separate you from the pack.
-
How to identify a niche or a subject matter expert area.
-
Essential social media platforms for new agents.
-
Common mistakes new agents make with their branding. (Logos that look like a house!)
-
How real estate niches lead to content.
Links mentioned:
Stacie Staub, West + Main
Vanessa Bergmark, Red Oak Realty
Danny Dietl, Brix Real Estate
Jason Farris, FresYes.com
1000Watt.net
Simple Habit app
Gurushots
Jay.life
We catch up with returning guest Dustin Brohm, host of the Massive Agent podcast and the co-founder of Industry Syndicate, the real estate industry's first curated media network (and new partner with The Snapshot!). Dustin was the sixth guest on The Snapshot, when we talked to him about Snapchat. This time, we talk about how he has used podcasting to extend his social media platform.
We discuss:
-
How to identify the content that's right for your podcast.
-
How to get your audience's attention.
-
Why it all comes back to good content.
-
Facebook, the reigning king of social media.
Links mentioned:
Homesnap Facebook Ads
Notes app
Starbucks app
Veme.ly
Hotel Tonight
We talk to Tonya Eberhart and Michael Carr of BrandFace, LLC about why it's important for agents to identify and develop a niche to reach the right clients.
We discuss:
- The different types of niches.
- BrandFace's STAIR method for helping new agents identify their niche.
- The difference between a niche and a brand identifier.
- How to tell if you and a client-type are a bad fit.
- Some success stories from BrandFace clients.
- How niches lead to content and social media marketing.
- How to find commonality with potential clients.
Links mentioned:
Tonya and Michael's article about defining a niche in Realtor Magazine
Sortd
Zoom
BrandFace Score
We talk to Sera Alper, founder and CEO of Localite Productions, an agency that helps with content marketing, paid social, video production and influencer marketing, about Instagram and reaching influencers.
We discuss:
-
How to create multilayered campaigns for homes using several platforms, including Instagram.
-
How social media and Instagram have changed buyer expectations.
-
Why content, hashtags, influencer outreach and paid social must work hand in hand.
-
How to start with influencer marketing - identifying influencers and sharing content.
-
Why you should consider working with an agency for influencer marketing.
-
The goals of influencer marketing - selling homes and building brands.
Links mentioned:
Forbes article about Instagram and agents as influencers
VSCO
Shazam
Postmates
We talk to Leslie Heindel, realtor at Crescent City Living in New Orleans, about her hyperlocal community-focused website, Be New Orleans, and how she uses it to bring in business and develop her brand.
We discuss:
1) How Leslie connects her real estate business to the Be New Orleans site.
2) How Leslie gets people to discover her site.
3) Her sources of new content for her blog.
4) How Leslie measures the ROI of her site.
5) The sources of Leslie's traffic.
Links mentioned:
Insight Timer
Marco Polo
Move To Tacoma
Homesnap Pro+
Ryan Rodenbeck, broker/owner at Spyglass Realty in Austin TX shares his best tips for using Instagram. If you listen to only one podcast episode on Instagram, it should be this one! He is a wealth of information.
You'll learn:
-
How to balance "items of value" with calls to action in your Instagram posts.
-
The "stairstep effect" of hashtags and why you should pick hashtags that you will rank in. Also, national vs. local hashtags.
-
How to develop effective Instagram content.
-
How to look up your Instagram analytics. (You need a business account.)
-
How to use Linktree to post multiple links in your profile.
-
How to grow your following through hashtags and engagement.
-
What an engagement group is and how to use it.
-
How to use Instagram filters and why editing photos is so important.
Links mentioned:
Ryan's article about Instagram in Inman
Ryan on Instagram
Spyglass Realty on Instagram
Hashtagify.me
Later.com
Planoly
Linktree
Adobe Lightroom App
The Agency on Instagram
PicPlayPost
CutStory
We talk to Lauren Goche, realtor at Think Realty in Portland, OR, whose content marketing strategy includes sharing her clients' buying stories and other content that shows her authentic self and builds relationships with people who are the right fit for her.
We discuss:
-
The type of content Lauren shares on Instagram, and why being vulnerable and honest pays off.
-
Lauren's neighborhood guides and how they provide value to clients.
-
Where Lauren draws the line on personal content. ("Share the scab, not the open wound.")
-
Why Portland is a unique market and how that impact Lauren's marketing.
-
The golden rule of marketing: "Market to your sphere how you wish you were marketed to."
We talk to Peter Schravemade, Strategic Relationship Manager at BoxBrownie, which offers digital retouching services, image enhancement, twilight conversion, virtual staging and other services for real estate agents to showcase their homes, about trends in listing photos and the ethics of enhancing photos.
We discuss:
1) Why quality over quantity is important for listing photos.
2) Where Peter recommends drawing the line, ethically, on enhancing photos, and what needs to be disclosed.
3) Common mistakes agents make with listing photos. (Prepare the property!)
4) Digital renovation - where it's permitted, and how to use those images where it's not permitted on MLS.
5) Trends in digital staging.
6) What consumers want from listing photos.
Peter Schravemade Instagram
We welcome back real estate social marketing expert Katie Lance to the Snapshot to talk about what has changed -and what hasn't - since she was last on the show back in 2016. Also, Katie has a new podcast, The Katie Lance Podcast, which everyone should listen to!
We discuss:
- What is still important in social media: being social!
- How important creating unique, valuable content is for engaging audiences.
- Social media is still a long game.
- Trends in consumer home search.
- Repurposing content across platforms (but not scheduling it all at the same time!).
Links mentioned:
Katie's podcast
Known by Mark Schaefer
Hootsuite
Meet Edgar
WordSwag
Ripl
Voxer
Later.com
Canva
Inshot
Videoshop
We talk to Sarah Layton, a real estate content marketing expert, about how to craft content that brings in the clients you want.
We discuss:
- What content marketing means today.
- Why Amazon is a Trojan horse and how to incorporate Alexa into your digital marketing.
- Why real estate lends itself so well to content marketing.
- How content can serve as a stream of revenue (and an exit strategy).
- What you should outsource - and what you shouldn't.
- Why agents should have their own website.
- How to match your content to the audience you want to reach.
We talk to Ross Seligman, principal broker at Living Room Realty in Portland OR, who developed his own CRM system called Sphere that does exactly what he needs it to do.
We discuss:
-
How Seligman decided to create a CRM system that would let him grow his business while maintaining his lifestyle.
-
How saving a few minutes a day on key tasks makes a big difference.
-
Seligman's plans for expanding Sphere to other markets, and the source of most of his referrals.
-
How Seligman based Sphere's functionality by looking at best practices of other agents.
-
Which type of agent will benefit from Sphere, and which won't.
Homesnap chats with Lee Davenport, real estate trainer and educator from Learn With Lee, about some basic guidelines to keep in mind while sharing content on social media, including a deep dive on Instagram Stories.
We discuss:
1) What agents should be sharing on Instagram Stories (and why they should also be cautious on that platform).
2) How to tell a story about any house.
3) How to use Instagram Polls to generate engagement and leads.
4) What Facebook chatbots are and why they are underutilized by agents.
5) The benefit of adding a call to action to everything you post.
6) Why consistency is key.
We chat with Katie Busk and Josh Kahn of Coldwell Banker Premier Group in Eureka, MO about why they changed their Facebook strategy to focus on community-focused content, and how that has helped build their brand.
Topics discussed:
-
How Katie and Josh changed their content focus from their own business to the city of Eureka, MO.
-
How they partnered with the city to become the unofficial source of information.
-
The time commitment needed to maintain a community-focused Facebook page.
-
Why they focus on Facebook vs other platforms.
-
How the Facebook page leads to real estate clients.
Links mentioned:
Eureka Community Facebook Page
We chat with Brian Persons, a home inspector with Front Range Home Inspections in Greeley, CO about using drones for marketing and home inspections.
We discuss:
-
Why drones are an agent's secret weapon.
-
What drones offer that traditional aerial photography does not.
-
Safety issues around drones.
-
The benefits of using drones for home inspections.
-
What an infrared thermal camera can tell you about the condition of a house.
-
How to get started with drones.
-
How Brian markets his services to agents.
We talk to Peter Lorimer of PLG Estates in Beverly Estate - the Rock and Roll Realtor - about authenticity in real estate marketing, Instagram, and getting the most out of your content.
We discuss:
-
How being true to his personality - and speaking honestly to his clients - worked for Peter and led him to his client base and his own brokerage.
-
Why Instagram fits the real estate industry so perfectly.
-
Whether agents should have a personal and a professional Instagram account, or just one.
-
Peter's hashtag strategy.
-
Why you shouldn't post for the competition - post what you're passionate about.
-
Geotags (which you should be using).
-
Why Peter bailed on Snapchat.
-
Syndication to other platforms - yes or no?
Links mentioned:
Jessie Driftwood Instagram
Josh Altman Instagram
Agent 2021
We welcome Marguerite (Giguere) Martin - our first guest ever - back to the podcast for our 100th episode!
Marguerite still works for Windermere Professional Partners in Tacoma, Washington, but she's on sabbatical and focusing her business on referrals - attracting clients and matchmaking them with other agents.
You'll learn:
-
How Marguerite changed her marketing to attract referral business.
-
Why agents need to up their content game.
-
What people want from local content.
-
How Marguerite's blog fuels her referral business.
-
Which digital marketing tactics Marguerite is using now.
Links mentioned:
Move To Tacoma blog
Get What You Want blog
We talk to Laurie Weston Davis, CEO/Broker/Principle of Better Homes and Gardens Lifestyle Property Partners in Pinehurst, NC about how she uses visual marketing like 3D home tours as a differentiator in her market.
You'll learn:
-
Why visual marketing is more important today than ever.
-
How much it costs to get started with 3D tours.
-
Which houses are best suited for 3D tours.
-
Why Laura makes 3D tours standard in her listing presentation.
-
Where to share 3D video.
-
How Laurie incorporates other videos into her marketing.
Links mentioned:
Matterport
A Simple Favor
We chat with Pat Hiban, the host of the Real Estate Rockstars podcast, about what he's learned about agents and marketing after airing hundreds of shows.
You'll learn:
-
The themes that recur on Pat's shows
-
Why it's so important to FOLLOW UP
-
How to stay top of mind
-
Why retention is such a pain point for brokers
-
How participating in social media actively suggests that you're hungry for business
-
How buyers have changed in recent years
-
How agents must adapt to a new role to deliver value to clients
Links mentioned:
Spar
You Can't Hurt Me by David Goggins
Rebus University
We chat with Jenelle Isaacson of Living Room Realty in Portland, OR about how authentic, inclusive messaging informs her marketing and establishes connections with her audience. Clients are looking to work with real people - they don't just want information gatekeepers - and being yourself will help build those relationships.
Other topics mentioned: Instagram, newsletters, Yelp, local storytelling.
Links mentioned:
15Five
Meetup App
We chat with Justin Riordan of the Spade And Archer Design Agency about why they offer guaranteed home staging through a commission structure rather than the conventional upfront flat rate.
You'll learn:
1) Why aligning the stager and the seller's interests works well for both parties.
2) Justin's approach to understanding the buyers for each house.
3) The biggest challenge home stagers face.
4) Why the seller isn't Justin's ultimate client - the buyer is.
5) Common seller and agent mistakes in the staging process.
6) What Justin wishes his clients knew before he walked in the door.
7) How agents can help facilitate successful staging experiences for their clients.
8) How Justin markets Spade And Archer.
Links mentioned:
Marco Polo
TinyScanner
Parent Vue
Parking Kitty
We talk to Jeanne Whipple, owner, and Gemma Schaefer, marketing manager, of the Philly Home Girls (Coldwell Banker Preferred in Philadelphia) about what they are planning to do differently in 2019 in terms of their marketing. The Philly Home Girls have built their brands and brought in clients in an organic, engaged way and they have big plans for this year.
You'll learn:
-
How the Philly Home Girls refreshed their brand messaging based on their audience's interests.
-
How segmenting and prioritizing their audience has made their audience more engaged.
-
Why they push clients beyond social media to in-person engagement
-
Why less DIY/home improvement is a trend for 2019.
-
How the Philly Home Girls get their agents onboard with their marketing philosophy.
-
The technology tools the Philly Home Girls use to be productive.
Links mentioned:
Deep Work
Girl Wash Your Face
We talk to Chase Nuttall of Nest Seekers LA about the strategic ways he uses Instagram to bring in a specific type of client.
You'll learn:
-
Why you need to be a stalker on Instagram.
-
How to transition from being a follower to closing a sale.
-
Strategies for using hashtags. (Hint: don't use #realestate.)
-
How to make it easy for people to find you.
-
How Chase tailors his content differently to buyers and sellers.
-
How to use Instagram as a business card.
Links mentioned:
Chase on Instagram
TradedLA Instagram
Architectural Digest Instagram
Luxury Listings Instagram
iPhone calendar app
Gmail app
MinimaList
VSCO
iTunes
We talk to Karin Carr, realtor with Keller Williams Coastal Area Partners and owner of Georgia Coast Homes, about the great success of her YouTube channel, Karin Carr Real Estate, in driving business. She is getting 70% of her CLOSINGS from her YouTube channel!
You'll learn:
-
How a YouTube video helps potential clients get to know you before you've met
-
How people get to real estate content on YouTube
-
The content she covers in her YouTube videos
-
Why YouTube is underutilized by agents
-
How Karin chose a subject matter niche.
-
How to repurpose video content on other platforms.
-
How to convert audience into clients.
-
Why you shouldn't be intimidated by video!
Links mentioned:
Teleprompter Pro
Filmic Pro
Karin's online course YouTube For Agents
($100 coupon code: HOMESNAP)
We talk to Homesnap's Director of Product Marketing, John Hogan, about why it's so important for agents to have a robust Google My Business Profile and how Homesnap's new product, Homesnap Pro+, makes it easy for agents to set them up.
You'll learn:
-
Why having a Google My Business Profile is as important as having a website and Facebook presence.
-
Why not having a Google My Business profile can lead to other real estate players hijacking traffic meant for you.
-
How most home searchers find an agent.
-
Why agents need to focus on both word of mouth referrals as well as the digital space (Google and Facebook).
-
The process for setting up a Google My Business profile - with and without Homesnap Pro+.
-
How Homesnap's relationships with Google and MLSs make Homesnap Pro+ so powerful.
-
How Homesnap keeps the content in Google My Business profiles current.
-
What kinds of results agents are seeing with Homesnap Pro+.
Links mentioned:
Homesnap Pro+
Chess by Optime Software
Domo
Yahoo Fantasy Football App
We talk to Sonia Figueroa, an agent at Century 21 in Chicago about how to get more business from social media.
You'll learn:
-
How Sonia has gotten business through Snapchat, including referrals, Snapchat content and groups.
-
What to post on Snapchat.
-
The difference between the Instagram Newsfeed and Instagram Stories.
-
How to deliver valuable content and engage with your audience.
-
How Sonia developed a blogging strategy.
-
Why agents should "be real and show vulnerability".
Links mentioned:
Sonia's Inman article about social media
Camera + 2
Quickbooks Self-Employed App
LumaFusion
We talk to Nicole Solari of The Solari Group in Solano and Napa Counties, CA, about how social media contests can boost engagement and drive results.
You'll learn:
-
Why contests are so appealing. (We love free stuff!)
-
How to use contest to drive people to open houses or to bring in business.
-
How a comment giveaway works.
-
How to use your own inventory to create a contest.
-
How to determine ROI of contests.
-
How Nicole has used "Evidence of Success" posts to drive business
Links mentioned:
Article about social media contests
Rhonna app
5-0 Radio Police Scanner
Nicole Solari on Facebook
We talk to Candy Miles-Crocker, real estate trainer at Real Life Real Estate, about how to determine the line between appropriate and inappropriate social media content. Be flexible and astute, and listen.
You'll learn:
-
How to take cues from your social media audience to determine the right content topics.
-
Whether personal content is appropriate for agents' social platforms.
-
How to use social media to develop clients, especially through referrals.
-
Why you should show your "good news" to your audience.
-
The importance of being consistent on social media.
-
Why you should start now. Social media is a long game!
-
About Homesnap's new Google business profile product, Homesnap Pro+
We talk to Jared Barnett and Augusto Bittencourt of Compass in New York City about how virtual staging has evolved into a very valuable tool to sell homes and sets this team apart from other agents.
You'll learn:
-
Which homes are good candidates for virtual staging
-
How to avoid 'bait and switch' complaints when using virtual staging
-
How much money you can save using virtual staging
-
How to show renovation possibilities without misleading buyers
-
How to add features that will appeal to a broad range of tastes
-
The mechanics of virtual staging software
-
How to breathe new life into a stale listing using virtual staging
-
How Google Earth can be used to create videos.
Links mentioned:
Constant Contact
Filmmaker Pro
Homesnap chats with Italina Kirknis, an online presence expert who works with real estate agents, about common mistakes agents make in their social media marketing.
You'll learn:
-
How to send people from your personal Facebook page to your business page.
-
How to list your services on your Facebook page and add a description to your Facebook photo.
-
How to create a content mix that provides value, is relevant and still promotes you and your personality.
-
How to get the most out of LinkedIn by not dismissing it only as a professional platform. (Also - think SEO.)
-
Why you need to post consistently on Instagram.
-
Why to stay away from real estate-focused hashtags on Instagram.
-
Why you have to have a Google Business page.
Links mentioned:
Italina's Inman article
Gmail app
Legend app
Hyperlapse app
Homesnap chats with Mor Zucker, an broker associate at Kentwood Real Estate in Denver, CO, about her awesome lifestyle blog, The Denver Ear, which delivers value to clients after they have moved into their new home, and addresses a need they have.
We talk about:
-
the time commitment to produce the blog
-
the genuine relationships Mor has built with the businesses she covers in the blog
-
why you should ignore "best time to post on Facebook" articles
-
Mor's most successful content
-
why you should write about what you're passionate about
-
why retargeting is so important
Links mentioned:
Canva
Calm
YouTube
We talk to Sarah Kirsch Richardson, Designated Broker/Principal at Tru Realty in Scottsdale AZ about the proper role of technology in the agent-client relationship. When does it make sense to use technology to automate, and when must it not replace the trust and rapport of the agent-client relationship?
You'll learn:
-
Why you shouldn't automate your content
-
CRM tools that help you automate your lead generation and relationship management
-
Which technology tools clients want to have at their disposal
-
Who should be providing technology to agents
-
How much time agents should spend on technology education
Links mentioned:
Chime
Homesnap
Evernote
Snapchat
Canva
We talk to Christina Pappas, District Sales Manager at The Keyes Company in Miami about millennial agents and how they are transforming the business of real estate.
You'll learn:
1) What millennials can learn from seasoned agents, and vice versa.
2) How millennial agents are developing business using social media, and why it beats door-knocking and networking events.
3) What millennials expect from their brokers. (Think culture and community!)
4) How millennials - agents and clients - approach office and work space.
5) Why millennials want so much training.
6) How brokers can retain their millennial talent.
7) What the Broker Public Portal is and how it protects consumers.
Links mentioned:
Homesnap and the Broker Public Portal
Evernote
Quickbooks Self-Employed App
We talk to Tom Flaherty, Director of Marketing and Communications at Northstar MLS in Minneapolis about how he uses digital marketing to reach agents, as well as how his members are using marketing.
You'll learn:
1) The #1 way Northstar MLS reaches agents.
2) Why it's important to hit agents on more than one channel.
3) How Northstar is using targeted marketing to send their messages to the right audiences.
4) The one type of marketing message that works every time.
5) How Homesnap and the Broker Public Portal is helping stem the tide of traffic to third party websites.
6) What other MLSs have done that Tom has admired.
Links mentioned:
Homesnap and Homesnap.com
iOS Podcasts App
MPLS Parking App
Cookie Jam Game
Northstar Facebook page and blog
We talk to Bubba Mills of Corcoran Consulting and Coaching LLC in O'Fallon Illinois about real estate sales tactics that work today.
You'll learn:
- Why returning inquiries by text message can be more effective than phone calls.
- When a handwritten note is appropriate
- When cold calling IS appropriate
- Why holding a seminar is a good sales strategy, especially if you offer a monetary credit for attendance
- Why Bubba holds home buying seminars for high school seniors
- How to transition seminar attendees into clients
- Why writing a blog gives you credibility and shows off your personal expertise, and you don't have to spend a lot of time on it.
- Why you can should your audience organically
- Differentiate yourself by sending out a print (gasp!) newsletter
- How to create and distribute an e-book
- Common mistakes agents make in their digital marketing
Links mentioned:
RealTrends article about alternatives to cold calling
SendOutCards
Cole Directories
Blue Hammer
Weird Facts App
Photofy
VIPerks
We talk to Joshua Jarvis of 4rd Marketing about SEO, and why good content is more effective than buying up keywords. Video content, for example, provides quality content that audiences want and helps establish stronger, trusted relationships.
Recommendations for effective content and tactics for SEO:
-
Monthly video market updates
-
Video FAQs - post them on LinkedIn!
-
Be consistent
-
Choose between the SEO content website camp or the pay per click website camp
-
Create content around what you're passionate about
-
Register for your Google My Business page
-
Link your website to your testimonials and reviews on other sites.
-
Search engine marketing can pay off quickly through clicks, but search engine optimization is a longer term strategy based on owned content.
Links mentioned:
Joshua's Inman article about search
Homesnap
Slack
We talk to Shayan Jalali of Berkshire Hathaway HomeServices Warrenton Residential in Boston about how new agents should spend their first year in terms of marketing their business and building a brand.
You'll learn:
-
Treat your real estate practice like a business from day 1.
-
Be purposeful with your marketing.
-
Be sincere. Wording matters! (Don't call potential clients "leads.")
-
How to avoid generic content. Don't be something for everyone, but be everything for someone.
-
Put yourself in your audience's head.
-
How the hub-and-spoke content system puts you in control. Also, don't get on every platform at once.
-
How to use Facebook Messenger in real estate.
-
Best uses of video.
Links discussed:
Shapr
Felt
BrainWave
TurboScan
KeyMe
iMovie
We talk to Tom Van Buren, Content Manager at social media scheduling tool MeetEdgar about how to write subject lines that get people to open your emails and read your content.
You'll learn:
-
Why email is not dead!
-
Be specific in emails.
-
Use "language with muscle".
-
Provide an answer, don't ask a question.
-
How your open rates/click rates compare to the industry average.
-
How much email is too much? (Be mindful of timing, and give your audience control.)
-
Common mistakes in email marketing.
Get a free month of MeetEdgar here, using the code SNAPSHOT.
Links mentioned:
MeetEdgar post on email marketing
OurGroceries
We talk to Heather Flack, director of marketing at ERA Grizzard in Central Florida, about the value of inbound marketing in building a brand and developing clients.
You'll learn:
-
The difference between inbound and outbound marketing (giving vs. selling)
-
Why real estate agents in particular should focus on content/inbound marketing
-
How content marketing establishes credibility and gives prospective clients a sense of what an agent is like
-
Why content marketing is not "one and done" and why you should avoid the generic stuff. Express your passion!
-
How much time and money to spend on content marketing.
-
Where to start to improve your content marketing game. (Hint: define your audience and figure out what they want.)
-
Common mistakes agents make with content marketing.
-
Why content marketing is just part of your overall marketing strategy.
-
Why less-polished content is becoming more popular.
Links mentioned:
Qwik
Hopper
Thesaurus
Heather's Twitter account
We talk with Brandon Doyle, realtor at Doyle Real Estate Team in Maple Grove, Minnesota and co-author of Mindset, Methods and Metrics: Winning As A Modern Real Estate Agent about what is going on this year in the world of real estate marketing.
We'll cover:
-
The importance of personal relationships with your sphere of influence and investing in your CRM. Don't spam your clients! And don't give up on leads too soon.
-
The importance of real-time response to leads - ideally a human contact within 5 minutes. Cut off all automation after you've had an in-person contact.
-
ROI and why you need to measure how your efforts are doing.
-
Video - neighborhood videos, personalized videos, and digital showings.
Links mentioned:
Brandon's article about 2018 trends in Inman
AdRoll retargeting
BombBomb
Realvision
Homesnap!
Contactually
First
We talk to Lisa Coutts and Evan Marbury, realtors at The CM Group at Compass in Washington, DC, about how to use different social media platforms to accomplish messaging goals and reach distinct audiences. We discuss when it makes sense to segment based on audience or content, and how the different platforms provide unique opportunities to reach specific goals. We also cover how to allocate budget among platforms and how to monitor campaigns.
Links mentioned:
Hootsuite
Homesnap Pro ads
Hipmunk
Sneakers
Skyscanner
Homesnap
We talk to Brandon Jones of Real Estate Hacks in Springfield, Missouri about free marketing tactics that agents can take advantage of. Some of the tactics we discuss include:
- Facebook Marketplace
- Blogging
- Reciprocal linking
- Mini open houses
- Video walk-throughs
Links mentioned:
Inman article: 5 Free Marketing Tricks For Your Next Listing
ScannerPro
Homesnap
Buildium
We talk to Brian Hopper, a broker with Sotheby's International Realty in Kirkland, WA, about digital marketing trends in 2018 and how to incorporate them into real estate agents' marketing plans. Trends discussed:
- authentic video
- VR "house rooms"
- storytelling and how to come up with topics
- building relationships with media and influencers
- how to create content while 'going about your day'
- enhanced listing photos
- social media marketing
Links mentioned:
BoxBrownie
Grasshopper
Wunderlist
PipeDrive
Contactually
DropBox
Genius Scan
Sign Easy
Snapseed
On this episode, Homesnap Chief Product Officer Lou Mintzer introduces our newest network for Homesnap ads: Google.
42% of people who use search engines will make contact or buy after getting their results, making search marketing a very effective way to connect with high-interest, motivated leads. Homesnap ad campaigns on Google include search ads, Gmail ads within inboxes, and animated, interactive web ads.
You'll learn:
-
How Homesnap is democratizing search marketing
-
How to allocate budget between search and social marketing
-
How Homesnap tests and optimizes keywords and lead pages to deliver best results for agents
-
How to respond to a lead from search marketing
-
Why Homesnap ads work for any agent, regardless of their deal flow
Links mentioned:
Homesnap Ads
App Store
Rainbrow
Lou on Twitter
We talk to Christy Murdock Edgar of Writing Real Estate about what new real estate agents should be doing in their first year to get their marketing efforts off the ground. She takes us month by month, focusing on how to prioritize and how to sequence marketing activities.
You'll learn:
-
How to get the right headshot.
-
Business cards: standard or standout?
-
How to set up a system to track contacts.
-
How to define your sphere of influence.
-
Why it's ok to take time to figure out what you're doing before you make a big investment in marketing.
-
Why a social media calendar makes you more efficient and productive.
-
How to define your niche and who you bring value to.
-
What a "client avatar" is and why you should develop one.
-
Why you should launch a blog and repurpose the content over and over.
-
Why you need to segment your email list and your content.
Links mentioned:
Inman article by Christy Murdock Edgar
24 Me
Slack
Homesnap talks to Kim Colaprete of Team Diva Real Estate (Coldwell Banker Bain) in Seattle about the distinctive brand her team built around personalized relationships with clients.
You'll learn:
-
Why Kim doesn't need to be the agent for everyone.
-
How being authentic and delivering a personal message leads to stronger client relationships.
-
Why Team Diva doesn't shy away from political discussions, and in fact finds that they strengthen client relationships.
-
Write about what you're passionate about. It will show if you don't.
-
Why Yelp works for Team Diva.
-
How Team Diva is using a hub-and-spoke marketing system with an email newsletter to deliver great value to their clients.
-
The dangers of using a generic drip marketing campaign.
Links mentioned:
Emma
Evernote
Slack
Waze
Homesnap talks to Stacie Staub, Owner and Founder of West + Main Homes in Denver, about launching a boutique real estate brand in a very competitive market through building community. We cover:
-
Stacie's storefront office and how that has engaged her community around her brand
-
how her logo and collateral reflects the values of her brand
-
how she uses digital marketing and social media
-
her high-quality print magazine (designed internally) and how it attracts clients
-
why she's doubling down on video in 2018
-
why blogging is a great community-building tactic
Links mentioned:
Slack
Homesnap
Google Keep
West + Main Instagram
Homesnap talks to Gemma Schaefer and Kristin McFeely of the Philly Home Girls about how they've developed a very distinctive brand through content and social media for niche audiences. Find out what they do differently and why it works.
You'll learn:
-
How the Philly Home Girls pay attention to their audience's interests to determine which content to create and post.
-
How they curate and tag content to increase SEO and reach.
-
How they remove ego from their marketing and focus on what their audience wants.
-
How they bring a human touch to their listings.
-
How they've organized their website around home stories and neighborhoods to connect consumers, neighborhoods and properties.
-
Why the Philly Home Girls show their personal, human side through social media.
-
How they divide marketing roles among their staff.
-
What they have planned for 2018.
Links mentioned:
Planoly
Creative Market
We talk to Kenny Truong of Climb Real Estate Group in Oakland CA about how he built his brand, Fast Agent, using digital marketing and social media.
You'll learn:
-
How Kenny used a hashtag to introduce his brand.
-
Why he built a brand distinct from his last name or brokerage name.
-
Why Kenny expanded to include motivational, coaching and training content aimed at other agents.
-
Facebook vs. Instagram - how he uses them differently.
-
How Kenny uses retargeting on social media.
-
How Kenny uses ad platforms to amplify successful content, rather than creating separate content just for ads.
-
Common mistakes agents use when building a brand.
-
How Kenny looks to other industries and companies for inspiration for his own content.
Links mentioned:
SleepCycle
Slack
Intelius
We talk to Kris Lindahl of The Lindahl Team in Minneapolis about incorporating technology into his brokerage to serve clients and attract new buyers or sellers.
You'll learn:
-
Why you need to be present on many different platforms to reach different demographics.
-
Why you need to communicate the way your client communicates, not the way you want to communicate.
-
Which platforms outside of Facebook are worth investing in.
-
The right content mix to encourage engagement and also promote your business.
-
Why you should let your brand values and personality guide your content.
-
Digital marketing is a long game.
-
What to think about if you want to form a team.
-
Why Kris invests in his agents' development.
Links mentioned:
Audible
WinStreak
We talk to Jessica Stanley of Washington, DC's HomeFile about why agents should invest in a transaction coordinator so that they can focus on income-generating activities.
We discuss:
-
Pain points for agents that can be relieved by outsourcing.
-
How technology keeps the transaction process transparent and accessible to agents.
-
What not to outsource!
-
How transaction management has changed over the last few years.
-
Why agents wait too long to ask for help.
-
Why it's important for agents to stay in touch with clients after the transaction has closed.
Links mentioned:
Brivity
Adobe Spark
Galley
TaskRabbit
Instacart
We talk to Justin Nabozna, U.S. Channel Sales Lead at Waze, about the new Waze Ads by Homesnap, which are geo-targeted listing ads aimed at drivers who are near advertised listings.
You'll learn:
1) What Waze is and who uses it
2) How agents can reach people near their listings
3) What message agents should be sending at the physical point of sale
4) How Waze Ads by Homesnap can generate leads
5) Why Waze partnered with Homesnap
6) Best practices for Waze geo-targeted campaigns
7) How mobile will evolve over the next few years (think self-driving cars)
Links mentioned:
Waze
Waze Ads by Homesnap
Netflix
CitiBike App
We talk to Chris Watters of Watters International Realty in Austin TX and author of The Million Dollar Real Estate Team about his success with (mostly) digital lead generation, with some traditional tactics thrown in.
You'll learn:
-
How Chris is boosting lead quality and Facebook conversion rates through Agent Legend.
-
Chris' success with getting leads from expireds, withdrawns and FSBOs.
-
How Watters decides which topics to create videos about, and how they generate leads.
-
Chris' secret method for newspaper advertising!
-
Why you should focus on being a great salesperson and creating leads, and leverage other people's expertise to grow your business.
Links mentioned:
Agent Legend
Vulcan 7
True Caller
Waze
The Million Dollar Real Estate Team
We talk with repeat Snapshot guest Andrew Fortune, owner of Great Colorado Homes, about content marketing and why it has been so successful for him.
You'll learn:
1) The role Facebook plays in content marketing
2) Andrew's approach to listing videos and what they will accomplish
3) Why Andrew thinks this podcast is awesome!
4) Why Facebook is so dominant vs Snapchat
5) What has changed in terms of client use of social media over 18 months?
6) Open houses - worth it?
Links mentioned:
LastPass
Facebook Ads App
We talk to Chelsea Peitz, Director of Marketing for Fidelity National Title, about how to work Snapchat into real estate marketing plans.
You'll learn:
-
Why you cannot build a powerful brand without creating video.
-
Market yourself and your face, not just your homes.
-
Who's using Snapchat and why it's worthwhile to be there.
-
What is the end goal of using Snapchat.
-
What to post!
-
Filters, filters, filters.
-
Why you shouldn't ignore Facebook in favor of Snapchat.
Links mentioned:
Feedly
Canva
Facebook Pages Manager
We talk to Garrett O'Shea, CEO of D.C. furniture moving company PockitShip, about how he has used digital media marketing to launch and grow the business.
You'll learn:
-
How Garrett is using digital marketing to get the word out about PockitShip.
-
Why Craigslist ads are challenging.
3. How to use and scale word-of-mouth platforms like neighborhood listservs and NextDoor.
-
Why radio worked so well for PockitShip.
-
Garrett's checklist when PockitShip moves into a new market.
-
How to get started with influencer marketing.
-
Why you need to be hyperaware of review sites like Yelp and Thumbtack and Angie's List.
-
How Garrett's small team handles social media.
Links mentioned:
ToDoIst
Slack
Turo
PockitShip Facebook page
We talk to Joe Garcia, Director of Marketing and Innovation at Mark Spain Real Estate, about email marketing, why it's still so effective, and how to do it right (deliver valuable and relevant information!).
You'll learn:
-
Why email is still such a marketing mainstay
-
Best practices for subject lines and sender identities
-
How content is determined by the type of email
-
Emojis - yes/no?
-
The #1 goal for email
-
Suggested email content topics
-
How email fits into a larger digital marketing plan
Links mentioned:
Slack
Audible
TripIt
InteGREAT
Silvercar
Joe Garcia Twitter, email: joegarcia@markspain.com
We talk to Kymber Lovett-Menkiti, president of sales at the Menkiti Group in Washington DC, about hyperlocal marketing and why it has worked for her. She shares how to define your market, how to focus your marketing efforts, and which tactics work best for a narrow market.
You'll learn:
-
What hyperlocal marketing is and why it might make sense for you.
-
Which market (geographic, demographic) you should focus on.
-
Why you should "go deep, not wide".
-
How to become the subject matter expert in your area.
-
How to determine ROI for hyperlocal marketing efforts, like events.
-
How to use digital marketing for hyperlocal marketing.
-
Where to target your marketing when you want to capture people outside your geographic segment.
-
Why you need a 12-month plan.
-
Why hyperlocal marketing takes longer.
Links mentioned:
Audible
Venmo
Notably
Overdrive
Kimber Twitter
We talk to Gitika Kaul of Wydler Brothers in the DMV about how to use digital marketing to build a brand.
We discuss:
-
How to start with a digital marketing plan, including which platforms to focus on.
-
How to decide where to allocate those precious marketing dollars.
-
Being authentic in your social media marketing.
-
Why Gitika has focused on Facebook and Instagram
-
How blogging can establish you as a real estate expert.
-
How to get comfortable with video.
Links mentioned:
Insta Reposter
Scannable Aoo
LightTrac App
Gitika's Facebook Page
Gitika's Instagram Account
Links discussed:
We talk to Sammer Mudawar of Re/Max Prestige in Costa Mesa, CA about training and working with millennial agents. We discuss why he doesn't recruit, the type of agent who succeeds in his office and the tools millennial agents are using to develop clients. We also explore whether millennial clients like to work with millennial agents and compare old vs. new marketing tactics.
Links mentioned:
Inman article about Sammer
Wunderlist
We talk to Carrie Little, managing broker of CarMarc Realty Group, about some basic digital marketing tactics for real estate agents, including content marketing, audience targeting, direct mail and websites.
You'll learn:
-
How to develop a content marketing strategy, and create that content.
-
How to set the goals for that content.
-
Which platforms are best for your content, and how to know whether they are working.
-
The basics of audience targeting.
-
How to repurpose videos as Facebook ads.
-
What's in (phone calls!) and out in digital marketing, and what mistakes agents are making.
Links mentioned:
CardStar
Set More appointment app
Discoverly
ToDoIst
Drop whatever you're doing and check out Conrad Bitangcol's marketing videos. He creates authentic and engaging videos - recent sales, closings, listings, life in Edmonton, Canada - that make clients want to work with him. Find out how he got started and how these videos fit into his overall marketing plan.
Also, Conrad hits on three key Snapshot podcast themes in one sentence, which makes us very happy.
Links mentioned:
Conrad Bitangcol's Instagram
Conrad Bitangcol's YouTube channel
Headspace
Seven Minute Workout
Real estate coach and trainer Bernice Ross talks about how to embrace your strengths and develop long term behaviors that lead to success as a real estate agent. What differentiates top producers from mediocre producers? What holds agents back from reaching their top potential? Bernice also talks about the importance of cutting edge marketing tools (Homesnap, Matterport, augmented reality (AR)) to keep you ahead of the competition. It's also crucial to have a business plan, and designate the stuff you don't do well.
Links mentioned:
Meetup.com
Matterport
This week, we're sharing our recent Facebook Live session with Homesnap CEO John Mazur. We talk about what attracted him to Homesnap, what sets Homesnap apart from the competition, his favorite features of the app, and which song gets the most play on his iPhone. (Hint: he's a classic rock guy.)
We talk to Ivan Estrada of Ivan Estrada Properties about his excellent video content. Ivan focuses on delivering relevant content of value to his audience instead of just selling and pushing homes.
You'll learn:
-
Which topics resonate the most with Ivan's audience.
-
How video content fits in with his larger content strategy.
-
Why millennials reject traditional marketing videos.
-
How to get started with video.
-
How to get comfortable in front of a camera.
-
Whether you should invest in a videography team (and why it has paid off for Ivan).
Links mentioned:
BombBomb
iMovie
Kukun
Headspace
Ivan Estrada Channel on YouTube
Snaplistings is an account on Snapchat that features compelling, entertaining agents who create video content around desirable properties. It was founded by digital marketing experts Michael Hoffman and Dolly Meckler, and we talk to them about how Snaplistings came about, how they create content, and why it's so important to tell a good story when you're selling real estate. They also talk about why Snapchat's real-time, temporary content is a great fit for marketing apartments.
Snaplistings has become a marketing platform for agents as much as it is for listings.
If you use Snapchat, or are interested in learning about the platform and why it's so powerful, then this is a must-listen.
Snaplistings site
SnaplistingsNYC on Facebook
Snaplistings on Instagram
Join us for a great conversation with Neil Mathweg of the Onion Juice Podcast about what's hot in real estate marketing, why digital marketing is a long game, and the biggest mistakes that agents make in marketing.
You'll learn:
-
What's exciting in Facebook advertising right now.
-
How to "document your day" and turn it into social media content.
-
Why it's OK not to be perfect on social media.
-
How to use Snapchat to show potential clients who you are.
-
Why you need to have a clear marketing plan.
-
Whether Google+ is still alive.
-
If it's possible to be a successful agent without being on social media.
Links mentioned:
Shannon Milligan on Facebook
Clear
Google Docs App
We talk to Zvi Band, Co-Founder and CEO of Contactually, about how CRM platforms like Contactually can help agents mine their existing relationships, messy and disparate as they may be, through technology.
You'll learn:
-
Why we're in the "post-acceptance, pre-disruption" phase of technology and real estate.
-
How Contactually addresses the messiness in our lives, in terms of our overlapping spheres of influence, both virtual and "real".
-
How Contactually incorporates new social platforms into its CRM.
-
Handwritten cards are making a comeback!
-
That word of mouth and providing a great product are Contactually's main marketing tactics.
-
The best way for agents to generate leads: building and maintaining authentic relationships.
Links mentioned:
Instapaper
Headspace
John Pyke of The Talent Genius explains how companies can identify high performers before they hire them. What tools are available for companies to identify top performers, and what are their limitations? What are some of personality traits that companies should look for when they decide who to hire? John also talks about how to write the perfect job ad and what to ask in an interview. We also cover why that interview is so important, and the questions applicants should ask to determine whether a job is the right fit.
Links mentioned:
VIP Perks
We talk to Jay Stringham, Internet Marketing Coordinator at Real Tour Vision in Traverse City, Michigan about why you need professional photographs / visual content for homes you're selling.
You'll learn:
-
How to choose a photographer based on the style of photography you want.
-
How to create virtual tours using RTV's DIY service.
-
How to get the most mileage out of your house photography.
-
How to select the right images for the right platforms.
-
How video fits into a listing package, including drone footage and virtual tours.
-
Why video walk throughs are becoming more popular.
-
Why it makes sense to pay someone to help with marketing.
Links mentioned:
Adobe Lightroom for Mobile
MileIQ
If This Then That
Real Tour Vision on Facebook and Twitter
We talk to Rhonda Sher about why agents need to be on LinkedIn: to create relationships who will be sources of referrals. Linkedin is also an excellent way to establish credibility.
You'll learn a wealth of actionable tips for how to make your LinkedIn profile more powerful. Too many to list here!
Links mentioned:
Dux Srappaportioup
Rapportive
The Scan App
Waze
Audible
Card Tap
VIP Perks
Slack
Rhonda's LinkedIn Profile
We talk to Brian Balduf of VHT Studios in Chicago about virtual staging and how it can help with home buying, which is an emotional process that relies on visual content.
You'll learn:
-
How virtual staging can show the potential of a property.
-
The pros and cons of using virtual staging.
-
What you need to get started with virtual staging.
-
How virtual staging content should be shared on social media.
-
Some success stories about agents who have used virtual staging.
Links mentioned:
Google Home
Amazon Echo
We talk to our own SVP of Engagement and Revenue Tim Condon about Facebook Video Ads and Homesnap's latest marketing tool.
You'll learn:
-
Why you can't beat Facebook for reach and marketing.
-
The purpose of real estate Facebook ads.
-
How to target Facebook ads to make them most efficient.
-
How to set an appropriate budget for Facebook ads.
-
How to use Homesnap Facebook Video Ads.
-
Some common mistakes that agents make when running Facebook ads.
-
Why you need paid and organic presences on Facebook.
-
Why Facebook is pushing video over static photo content.
Links mentioned:
Homesnap Facebook Video Ads
Homesnap talks to real estate coach Orlando Montiel of the Miami Real Estate Show about how to market "one to many" using automation and consistent, frequent content.
You'll learn:
-
How agents work with Orlando to develop marketing plans.
-
How Orlando uses his show to help promote his clients.
-
How to develop a content strategy that provides constant communication with clients.
-
How to use social media to drive traffic to your website.
-
Why you need to have an effective landing page.
-
Which social media platforms are most effective for agents.
-
How to automate your marketing so that you can maximize your efforts.
Links mentioned:
Deep Work by Cal Newport
Homesnap
Evernote
T-Zero
We do a year-end social media roundup with Katie Lance of Katie Lance Consulting - what's hot right now, what's coming up, and how to be smart about your social media efforts. Be sure to check out Katie's social media resources and her online course/community, Get Social Smart Academy.
You'll learn:
-
Why social media is such a natural fit for agents.
-
The hottest social media platforms for agents right now. (Think video.)
-
Why consistency is the key to success on social media.
-
How to reach different audiences by repurposing content.
-
Content ideas for different platforms.
-
The question Katie gets asked most often: how to get started with social media.
-
What you should outsource... and what you shouldn't.
-
How to make social media pleasurable.
-
How to schedule content successfully.
-
How much - and where - to spend on paid social marketing.
Links mentioned:
Hootsuite
Meet Edgar
WordSwag
Ripl
Voxer
We talk to Kyle Hiscock of Nothnagle Realtors in Rochester NY about using Twitter to share content and develop business.
We discuss:
-
What agents should be tweeting.
-
How Twitter can help with SEO.
-
Kyle's content strategy and how Twitter fits in.
-
How agents can adhere to the 80/20 rule on Twitter.
-
Sharing images and scheduling content on Twitter.
-
How to fit content creation into your schedule.
-
How Kyle uses Pinterest and LinkedIn to drive traffic to his content.
Links mentioned:
Kyle on Twitter and Pinterest
Buffer
Xpense Tracker
CoPromote
In this episode, we get a primer from Nicole Beauchamp of Engel & Volkers in New York City about using LinkedIn as a business development tool.
You'll learn:
-
Why people resist using LinkedIn for business development, even though it is focused on business.
-
How Nicole uses LinkedIn - specifically - to drive new leads. (Write recommendations!)
-
How to research potential clients on LinkedIn.
-
How to participate in LinkedIn groups, and which ones to join.
-
How LinkedIn fits in with Nicole's larger social media marketing strategy.
-
How Nicole has landed clients through LinkedIn.
-
When handwritten notes and little gifts are essential.
Links mentioned:
NYT crossword app
Words with Friends
Nicole's LinkedIn page
Nicole's Twitter account
Nicole's Instagram feed
We talk to Melinda Gunther of Naples Modern in Naples, Florida about how she uses Pinterest to sell a lifestyle and bring in business.
You'll learn:
-
How Melinda uses Pinterest to define herself as an agent and attract clients by selling a lifestyle.
-
How Pinterest has helped Melinda from an SEO perspective.
-
Why Melinda includes a property address in every pin.
-
Where you should source images from if you're an agent using Pinterest.
-
How Melinda has succeeded with an organic social media strategy.
-
How clients have found Melinda through Pinterest.
-
Why this is one of our favorite Snapshot episodes!
Links mentioned:
Realvolve
Melinda's Pinterest Page
We talk to Larry Powell of Dallas, TX about how he has developed a multi-platform approach to social media marketing.
You'll learn:
-
How Larry separates (or doesn't!) his personal vs professional Facebook accounts, and what he posts in each.
-
How social media helps agents pick the right clients.
-
How Larry uses LinkedIn strategically for business development.
-
How Larry rounds out his strategy with YouTube and Twitter.
-
A lot of content ideas for social media platforms, including video.
-
Some simple syndication tools that will extend your social media reach and impact.
-
Why you should post about the people inside a house, rather than the house itself.
Links mentioned:
Larry's Facebook and LinkedIn pages
Solved Social Media
Pic Stitch
ClipStitch
Stanley Floor Planner
File Master
We talk to Toby Salgado, the founder and host of Super Agents Live, about why podcasting is a a smart marketing tactic for real estate agents. It's all about relationship building with the right people and providing engaging content.
You'll learn:
1) Why you need to own your own platform, including a podcast.
2) That your email list is your business.
3) Why podcasts are great content to send to your email list.
4) What to talk about on your podcast, and with whom.
5) How to pick your ideal audience and deliver content for them.
6) How to get started.
7) How to develop a content calendar.
Links mentioned:
Viralkast
Swipes
Headspace
We heard Kristi Kennelly, national speaker at Move.com, speak at Inman SF this summer and thought her tech tips would make for a great podcast.
You'll learn:
-
How to build your CRM by exporting your LinkedIn connections.
-
Why you should create a Google alert for your listings.
-
How Gboard - a Google keyboard within your texting platform - can make texting much easier. (Try Slash if you have Android.)
-
How to learn more about someone from their email address using Pipl.
-
How to make your contact record more robust and easily found.
Some other good apps to check out:
Legend
Soothe
FiveStreet
Homesnap talks to Melissa and John Steele of Steele San Diego Homes in San Diego about developing a multi-platform video strategy to sell homes and build your brand.
You'll learn:
-
The types of video content you can create and where to share it.
-
Which types of content to use on which platforms.
-
All about Facebook Live.
-
The basic technology you need to create effective video.
-
How video breaks down the barriers of traditional advertising and personalizes the agent.
Links mentioned:
Trello
Contactually
Ghost Codes
Homesnap welcomes back Snapshot guest Jordan Scheltgen of Cave Social to talk about Instagram Stories, which is Instagram's answer to Snapshot. (Think disappearing content.)
You'll learn:
1) Why someone would use Instagram Stories over Snapchat.
2) Why Instagram has the edge on natural discovery.
3) Whether Instagram will succeed as "Snapchat for grownups".
4) Why you need two types of Instagram feeds - and Snapchat too.
5) How to let your audience guide your content.
6) What to post!
We talk to Laura Ure of Keenability about why agents should join Facebook Groups to develop their brand and business.
You'll learn:
-
What a Facebook Group is (and isn't).
-
Why Facebook rewards Facebook Group content.
-
What's the point of joining and engaging in these groups? (Hint: it's a long game.)
-
The rules of the road in a Facebook Group.
-
How engaging in a Facebook Group lets potential clients know who you are.
Links mentioned:
Legend
Over
We talk to Josh Smith of Revisto Real Estate Group in Phoenix about Facebook and the best ways to use the platform to generate leads. He walks through Facebook ads, using Facebook groups to boost your organic reach, recommended posting schedules, and many more concrete tips for building your following and developing clients, referrals and leads.
This podcast is so chock full of tips that we can't even sum it up here. Just give it a listen.
Links mentioned:
Josh's podcast, GSD Mode
Josh's Twitter
Josh's YouTube
We talk to Audie Chamberlain of Lion & Orb about how he encourages real estate agents to develop digital content plans to help them tell their stories. Social media interactions may be quick, but the relationships they build are long.
Guidelines to follow:
- Don't become a marketing broken record
- Keep it simple
- Treat people how you want to be treated
Learn where people are spending their time on social media (hint: it's not just Facebook) and how to decide which social platforms are right for you. And find out how to get people to connect emotionally with you on social media.
Links mentioned:
Line
Popkey
Giphy
Bitmoji
Wunderlist
Lion & Orb Instagram
Audie Chamberlain LinkedIn
We talk to Sarah Johnston of MaxWell Canyon Creek in Calgary about using social media platforms, notably Instagram, in an authentic way to build relationships and bring in business.
You'll learn how a single Instagram post changed Sarah's whole approach to social media. We also cover the three main recurring themes of the Snapshot: 1) social media is a long game, 2) always provide something valuable to your clients and other agents, and 3) be yourself on social media. Finally, we discuss how to use social media for you, and when to use written communication (yes, it still exists).
Links mentioned:
Instatrack
Snapseed
iMovie
Hyperlapse
We talk to Michael Meier of boutique NYC brokerage Meier Real Estate about using Snapchat to recruit and educate real estate agents and help improve communication in the industry.
You'll learn:
1) About Michael's snapucations (real estate education in 6 snaps or less) and how he is connecting with other agents and raising the bar in the industry.
2) Why Snapchat is so uniquely powerful for building relationships.
3) How Michael figures out what to post in the morning.
4) What Michael gets out of this Snapchat activity.
5) How to use Facebook Live to educate clients.
6) How to repurpose Snapchat content on other platforms.
7) The more raw the content, the better the engagement. "If you're not uncomfortable at least some of the time you're using Snapchat, you're not doing it right."
Links mentioned:
Michael Meier Facebook (meiergroupnyc)
Michael Meier Snapchat
DocuSign
CamScanner
Trello
Slack
We talk to Zoe Eisenberg, senior news editor at RISMedia, about how to market to and communicate with millennials.
You'll learn:
1) The tech basics you need to know in order to work with millennials.
2) The platforms millennials are gravitating toward.
3) The best ways to communicate with a millennial client.
4) How to incorporate visual content into marketing to attract millennials.
5) Top turnoffs for millennial clients.
6) Why you need to be funny.
7) Why you should offer perks to your millennial clients.
8) Where millennials want to live and what they want to buy.
Links mentioned:
Dos and Don'ts for Working With Millennials
Evernote
RISMedia Housecall Blog
We talk to Georg Gerstenfeld, VP & GM of DocuSign's Global Real Estate Business, about the future of the popular digital transaction management platform for real estate.
You'll learn:
1) What DocuSign does and why it makes people's lives easier.
2) The value the agent brings in a paperless transaction.
3) Who uses DocuSign.
4) Some impressive stats about the benefits of digital transactions (85% of documents get signed in the first 24 hours).
5) How close we are to a "paperless lead-to-close".
6) What's on DocuSign's product roadmap.
Links mentioned:
DocuSign
DocuSign For Real Estate Facebook Page
Evernote
If This Then That
Homesnap does some soul-searching with Wes Pinkston (formerly of The Broke Agent) about digital marketing and storytelling. Wes shares a unique perspective on using social media content to build relationships and convey one's personal value proposition.
You'll learn:
1) The hub-and-spoke model of social media content sharing.
2) Why you need to know your story before you start your social media efforts.
3) Why real estate is a relationship business, and your role in helping clients through the process.
4) How to turn client testimonials into telling stories.
5) How to create emotionally compelling narratives for listings to win business.
6) How to use social media to create "referral buddies".
Links mentioned:
Instasize
Instaquote
Wes Pinkston Instagram, Facebook, Twitter
Homesnap talks to Tori Toth of Stage 2 Sell Strategy about virtual home staging and how and when agents should think about using it to market a home.
You'll learn:
1) What virtual staging is.
2) When to consider virtual staging vs. actual home staging.
3) How to use virtual staging as a marketing hook to bring in buyers.
4) Common mistakes in virtual home staging.
5) Tori's top three home staging tips. (Get rid of 50% of the stuff in the house!)
6) How to tailor your house to likely buyers.
7) Why agents should create house tour videos.
Links mentioned:
The Stage 2 Sell Strategy
PicPlayPost
Legend
Magic Plan
We talk to Brian Wilson of Wilson Realty Group in Washington, DC about how he uses a simple, consistent marketing message to generate a high volume of leads, and how he processes those leads efficiently and effectively.
You'll learn:
1) The surprising marketing tactic Brian finds most effective in generating leads.
2) How Brian differentiates himself through marketing and keywords.
3) Why Brian's brand is about his business model, instead of his experience.
4) How Brian processes leads to identify the most promising ones, quickly.
5) How Brian built technology processes that can scale as inbound leads increase.
6) How content marketing supports these efforts through engagement, not lead generation.
Links mentioned:
FiveStreet
ProsperWorks
DocuSign
Evernote
Sentrilock App
Homesnap
RPR App
Due App
We talk to Sam DeBord of Seattle Homes Group about the technology brokerages need to offer agents to remain competitive.
You'll learn:
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How agent technology needs have changed in recent years.
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Why it is so important for agents to stay top of mind in their digital sphere.
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How to retain agents in your brokerage by providing good tools.
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Where Sam sees the MLS role evolving in terms of providing technology.
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The technology clients want from their agents.
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How to provide value to millennials.
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Sam's vision of the future for broker technology.
Links mentioned:
RealGeeks
Sam DeBord Twitter and LinkedIn
In this episode, we talk to NAR Director of Communications Networks Rob Reuter about how to network effectively, which involves much more than just being outgoing and meeting people. Learn about his strategy for getting the most out of networking events and developing business through your contacts.
You'll learn:
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Why networking is so important for real estate agents.
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How networking improves the real estate transaction experience.
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About the "Realtor Reputation" premium.
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Which platforms are best for building a network.
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The three components of active networking: live events, real estate database (CRM) and social networks.
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Why you should use Facebook's birthday feature.
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How to prepare for a real estate conference.
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How to develop a system to keep track of the people you meet.
In this episode, we have a philosophical discussion with Preston Zeller of M Realty in Vancouver, WA about virtual reality (VR) and the impact this technology is having on how agents sell real estate and how consumers interact with real estate information.
You'll learn:
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What VR means in the context of real estate.
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When an agent should consider using VR to serve clients.
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How VR can streamline the closing process.
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Why VR is not like 3DTVs.
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The role agents play in a virtual world.
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What you need to know to get started with VR.
Links mentioned:
Preston's article about VR on Inman News
FiveStreet
CamScanner
QuickBooks
We talk to Bruce Keith of Bruce Keith Results about internet leads - how to minimize the time you spend processing leads and how to maximize your lead conversion.
You'll learn:
1. How to improve conversion rates from internet leads.
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Why personal connections with internet leads is so important.
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Bruce's 4-part lead conversion formula.
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Bruce's "question game" for improving response rates from leads.
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The biggest mistakes agents make when responding to internet leads.
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Which info agents should collect on their landing pages.
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Why agents should consider using video email responses.
Links mentioned:
Bruce Keith Results YouTube Channel
Bruce Keith Facebook Page
We're talking (organic) Instagram with Jennifer Egbert of Modern Luxury Real Estate in Boulder, CO, who sells beautiful, modern homes to affluent clients. She has a very successful Instagram account and shares her content strategy with our listeners.
You'll learn:
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Jennifer's Instagram strategy and how it helps bring in clients.
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Why people are using Instagram like Google.
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Which hashtags work and why.
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How to create a consistent ecosystem on social media.
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How to get mileage out of a promotional lifestyle video.
Links mentioned:
Jennifer's Instagram account
Jennifer's Facebook account
Jennifer's blog
Jennifer's Pinterest account
Jennifer's promotional video
WhenToGram
ParkMobile
MailChimp
We talk to Homesnap VP of Engagement and Revenue Tim Condon about best practices for using email marketing for real estate.
You'll learn:
- When agents should be using email to get in touch with clients.
2. Some content ideas to consider for your email marketing.
3. When to promote your own transactions.
- What you need to know about your clients in order to send valuable and effective messages.
5. The 3 questions to ask when evaluating a potential email.
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Best practices for drafting and formatting emails.
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Common mistakes in email marketing.
Links mentioned:
Google Docs, Sheets, Slides
Clear
MLB At Bat
In this episode, we talk to Jason Cassity of City Consulting Group in San Diego, who is killing it across many platforms: LinkedIn, Medium, YouTube, Facebook, Twitter, Instagram, local TV and long-form content for Inman and his company's blog. Learn about how he integrates all of these platforms into a unified digital strategy.
You'll learn:
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The evolving goals of Jason's social media efforts.
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What a "real estate debate show" is.
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How long form writing helps build Jason's brand.
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How to make Twitter work for you as a real estate agent.
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The benefits of posting natively.
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How to decide which platforms are right for you.
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When to cut your losses on platforms that aren't working.
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Creative uses for Snapchat filters.
Links mentioned:
Spotify
Typorama
In this episode of The Snapshot, we talk to Alex Wang of The Sereno Group in Palo Alto, CA. We revisit the topic of Snapchat, because there is still so much to talk about!
You'll learn:
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What type of content Alex is posting on Snapchat.
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Why Alex combines personal and professional content on Snapchat.
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Who is using Snapchat.
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How content unrelated to real estate is helping Alex's real estate business and the profession in general.
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How Snapchat can lead to referral business.
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How to use Snapchat for internal communications within an office.
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Why The Sereno Group loves Homesnap Pro!
Links mentioned:
Waze
Charlie
Evernote
Start Snapchat Video Guide
We talk to Doug Trudeau of Tierra Antigua Realty in Tuscon, AZ, the first realtor in the country to use drones for real estate, about using video and drones to tell the story of a home.
You'll learn:
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Which basic cinematography techniques to use when creating a listing video and how to make it look professional.
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How to make a video match the personality of a home.
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How to use a drone to film a listing: which techniques to use and what to shoot.
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The hoops you have to jump through to fly a drone.
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How to be safe and respect privacy when using a drone.
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How much it costs to operate a drone.
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How Doug's use of drones has proven to be a competitive advantage.
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How Doug uses virtual tours, video and professional photos to impress potential buyers.
Links mentioned:
Doug Trudeau Facebook
Doug Trudeau YouTube
Doug Trudeau Pinterest
3497 Drake video
We talk to Joe Herrera of the Joe Taylor Group in Las Vegas about his experience using Instagram ads to market listings and bring in clients.
You'll learn:
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How to place ads on Instagram.
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Why you should delegate marketing to someone who likes it, if you don't.
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How Instagram users differ from Facebook users.
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What an ideal Instagram ad looks like.
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The goals of an Instagram ad (and each one can have a different goal).
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The pros and cons of syndicating content between Instagram and Facebook.
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About the success of Joe's Instagram ad campaigns.
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How to do funny verbiage.
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Best practices on hashtags.
We talk to Jordan Scheltgen of Cave Social about why LinkedIn is a smart place for real estate agents to invest time to build their brand and develop clients.
You'll learn:
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What needs to be in your LinkedIn profile.
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How to differentiate your profile through a robust summary and LinkedIn Pulse.
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Why it's better to be "an inch wide and a mile deep" on LinkedIn.
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How to use LinkedIn Groups to your advantage.
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Why you shouldn't treat LinkedIn like it's Facebook or Twitter.
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Why you should recommend your clients on LinkedIn.
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Why you should connect with everyone you meet on LinkedIn.
We talk to Sebastian Frey of Sell For Sure in Aptos, CA about how he uses two niche websites to reach different audiences and bring in clients.
You'll learn:
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Why Sebastian loves Homesnap Pro!
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How different websites can serve different purposes, and how to decide which kind to set up for your business.
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The benefits of hyperlocal lifestyle content.
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How websites fit into a larger marketing strategy.
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How Sebastian drives organic traffic to his sites.
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Why you should skip an IDX feed on your site.
Links mentioned:
Aptos Community News
Sell For Sure
Yoast SEO
OptinMonster
Day One
Downcast
Nextdoor.com
We talk to Josh Brown of Can I Rank? about how search engine optimization (SEO) for real estate agents and what agents need to do to achieve high search rankings. (Surprise! SEO is a long game, and it's all about delivering value.)
You'll learn:
1) The difference between local and organic SEO and what you should be focusing on.
2) What type of content is most effective in terms of driving traffic.
3) How to create content your audience needs
4) How to develop an SEO plan that works
5) All about keywords that signal to Google that your search is relevant
6) Why you need to focus on branding, not just keywords, to achieve SEO
7) The relationship between social media engagement and SEO ranking
We talk to Karlton Utter, Senior Director of Learning for Better Homes and Gardens Real Estate, who shares creative ideas for how real estate agents can use video to develop clients.
You'll learn:
-
How to use video in your communication every day to build and enhance client relationships and get listings.
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Some really cool ideas for simple ways to incorporate video into your regular communications.
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How to replace key emails with video messages.
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How to create short videos that keep clients' attention and differentiate you.
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How to go beyond the typical slideshow in your videos.
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What you need to do - and have - to get started with video.
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The best ways to share your video content.
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Agent success stories with video.
Links discussed:
Flipagram
Instavid
iMovie
Hyperlapse
Lumyer
We talk to Brett Hagler, the CEO and co-founder of New Story, which crowdfunds homes in the developing world. What does this have to do with agent marketing? Sponsoring a New Story home provides a relevant, aligned story for agents and brokers to tell in order to build an emotional connection with their clients.
You'll learn:
-
What New Story does
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Why agents and brokers should consider supporting causes like New Story and incorporating that sponsorship into their marketing
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About the content New Story provides to agents and brokers to make marketing their sponsorship simple and powerful
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Why this type of marketing is particularly appealing to millennials
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How social good investment can lead to clients
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How New Story has achieved total transparency in its operations
Learn more about this fascinating nonprofit in Episode 10 of the Snapshot.
We talk to Christina Ethridge of Leads and Leverage, who helps real estate agents capture, convert and close Facebook leads.
You'll learn:
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Why you need a paid Facebook presence to fuel your organic presence
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How to use your Facebook presence to address or solve your audience's problems
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How to deliver long term, consistent results from Facebook
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What the ideal Facebook ad should contain
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How to target your Facebook ad through audience segmentation
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How Facebook Canvas ads can tell a story
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How to take advantage of livestream Facebook video
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Why retargeting is the power of your ad structure
"You need to be where your consumers are, and the majority of home buyers and sellers are on Facebook. Facebook is hands down the best place you should be fully implementing first before you explore other platforms." - Christina Ethridge
We talk to Stephanie Lanier of Lanier Property Group in Wilmington, NC about how she used one piece of original content - a custom map - to help define her local market and reinforce her own brand. Find out why Stephanie was named one of Wilmington's 5 Most Intriguing People.
You'll learn:
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How to figure out what your audience wants and develop valuable content to address it
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Why images and visuals are everything in social media
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How to use content marketing to build your credibility
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How to create content that's so good that people can't ignore it
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Why you should stick to the social media platforms that work for you
Links Mentioned:
Lanier Property Group
Curaytor: How A Small Brokerage Is Getting Big Results With A Clever Custom Map
GroupMe
Slack
Word Swag
We talk to Judy Weiniger of Weiniger Group in New Jersey about her beautiful, content-rich website and how it has helped her build her business. She shares how to create valuable content about a local market so that people will want to return to your site, and how to track those visitors and turn them into clients.
You'll learn:
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Why you should emphasize personal and local content over listings on your site
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How to integrate dynamic, eye-catching video in your site
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How to make clients want to work with you before they've even met you
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How content publishing actually leads to concrete leads
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How to repurpose evergreen content across social media platforms
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How to use Facebook Ads to promote your content
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Why you should promote local businesses in addition to your own
Links Mentioned:
Weiniger Homes website
Curaytor
40 Top Tips For Selling Your Home
Waterlogue
Word Swag
Typorama
Slack
Repost
We talk to Dustin Brohm from Equity Real Estate in Salt Lake City about Snapchat, the social media platform that many people write off as being just for teens. It isn't! Snapchat is a great way get valuable information to home buyers on demand, when they want it. Learn how Dustin is using Snapchat to sell homes.
You'll learn:
1) what Snapchat is
2) how to use Snapchat to show potential clients who you are
3) how to create and share valuable content on Snapchat
4) how to repurpose Snapchat content elsewhere
5) how to use videos to market listings
6) why social media is "the long game"
Links mentioned:
Dustin Brohm - Search It Salt Lake
Dustin Brohm - Equity Real EstateRISMedia: Snapchat for Real Estate by Dustin Brohm
Inman News: Why I Am Jumping on Snapchat in 2016 And Why You Should Too by Dustin Brohm
The Starbucks App
We talk to Andrew Fortune of Great Colorado Homes about using social media - Facebook, Twitter and Pinterest - to point visitors to his website, and creating content that resonates with local and national audiences. Andrew says his investment in social media has paid off "more than anything I've ever experienced in real estate".
You'll learn:
1) what to expect from your social media efforts
2) how to use your internet presence to share your experience with potential clients
3) how to create visual content for Pinterest to send you traffic
4) how much time it takes to maintain and engage on social media platforms
5) the pros and cons of scheduled social media posts
Links mentioned:
Great Colorado Homes
Andrew Fortune's Pinterest Page
Andrew Fortune's Google+ Page
Quicklytics
We chat with major social media influencer Bill Gassett of RE/MAX Executive Realty in Hopkington, MA, who is an expert in social media marketing across many platforms, including Google+ and Pinterest.
You'll learn:
- how to build a brand through social media
- about content curation as a marketing strategy
- why Pinterest is a powerful platform for real estate marketing
- a really fun twist on newspaper advertising
- how to make social media content scheduling manageable
Links mentioned:
Max Real Estate Exposure
Bill Gassett Re/Max Executive Realty
Canva
Buffer
We talk to Rich Rosa, a broker in Boston, MA for Buyers Brokers Only, about his content marketing strategy and how it has brought him clients. Rich relies on organic marketing efforts based on his blog and website content, and pays close attention to his traffic analytics to guide his content.
You'll learn:
- how to develop content that's "so good they'd pay for it", especially when you have a day job
- why your clients should guide the type of content you create
- how to repurpose your own content across platforms
Links mentioned:
Buyers Brokers Only
Inman: How One Brokerage Generates 80% Of Its Leads Using Content Marketing
Canva
TurboScan App
Evernote
We talk to Ryan Fitzgerald, an agent with Raleigh Realty, about developing strong relationships with social media influencers in real estate and how that has helped his own social media marketing and brought him clients.
You'll learn:
- how to find social media influencers in real estate and then cultivate those relationships
- the value of sharing other people's content
- how a strong presence on Google+ sends people to your content
- how to become a social media influencer yourself
- how to target Facebook ads to fit your strategy
Links mentioned:
Raleigh Realty Homes
RIS Media: Tips For Viral Social Media Marketing In Real Estate
Realtor.org: Market Your Real Estate Business Like It's 2016
Google Analytics App
Buffer
We talk to Marguerite Giguere, an agent in Tacoma, WA, about how she has used hyperlocal content in her blog and podcast to establish a strong geographic niche and attract the clients who want to move there.
You'll learn:
- how being a local expert translates to more clients
- how social media creates a client relationship before you even meet
- why it's important to be honest and credible in your social media content
- that we should be more grateful for Facebook Ads, which are cost-effective and fruitful!
Links mentioned:
Move To Tacoma
Get Real Tacoma
Facebook Pages App
Glympse
Reddit iAlien