The Client Acquisition Machine for Realtors

"The More you Learn, Understand and Apply the More you'l Earn!"

THE CLIENT ACQUISITION MACHINE

A SIMPLE, Step-By-Step Blueprint for Capturing and Converting MORE Customers Online by Using Facebook and Digital Marketing the RIGHT Way!

ALEX CARAGIANNIDES FOUNDER OF BSM VAULT A TOP RATED MARKETING AGENCY

Table of Contents:

Introduction

Social Media Fundamentals

Your Facebook Strategy is Everything!

The ONLY Four Things That Matter

Clear Process to Revenue Workflow

Clarity

Top 5 Things You Should Be Posting

252 Facebook Posts and Video Tip Ideas

6 Videos You Should Be Doing Regularly

Facebook Ads Strategy

1 Page Marketing Plan

The Best Facebook Ad Campaigns You Should Be Running

About the Author

Introduction

.

If you’ve picked up this eBook, you know the importance and impact that a solid marketing plan can have on your business growth. Regardless of what you sell, whether it’s a product or a service, a complete online marketing strategy is fundamental to your success. The main goal of this book is to simplify the most common and proven concepts and techniques so even those with little to no marketing knowledge and experience can build an online presence that will help them grow their business. The digital era has changed the way we do business, and it’s important for you to keep up with the demands of your prospects by building a well-oiled lead generation machine You are now embarking on an exciting journey to discover how to capture and convert leads online using Facebook and Digital marketing the right way. I emphasize the right way because things are always evolving with Facebook and Digital marketing. Lead generation is broken down into sets of marketing activities that correspond with stages of the buyer’s journey, starting with generating traffic, then converting visitors into leads, and eventually converting those leads into customers. This training guide and its coordinating videos are a compilation of the best strategies and tactics I’ve learned and implemented for our paying clients since 2012. The content in this guide has been carefully shaped in a way that will help you digest it one bite at a time. From strategy to execution, we’ll cover the essential keys to an epic marketing strategy and growth plan.

Social Media Fundamentals

When it comes to social media marketing, it’s important to have strategies in place that will help you maximize visibility and stand out from all the noise.

The Formula for Success

As viable marketing strategies continue to evolve in real-time, here’s the simple formula for social media marketing success that is guaranteed to help you stay ahead of your competitors in this digital age:

Reach + Engagement + Consistency = Opportunities

Now let’s break this formula down into its 3 key components and discuss the ins and outs of each.

Reach

“Reach” is the first key metric that businesses typically track in their social media marketing efforts. Reach is defined as a measure of the range of influence of your posted content. So, on Facebook for example, your post can be said to “reach” someone when they view it in their newsfeed. The goal you should aim for here is to obtain a reach of at least 10,000 views per week within your target audience. You accomplish this by posting often on your business page, which means you should – at a minimum – be posting every 4 hours, 6 times per day, for a total of 42 times per week. “Engagement” is the second key metric that businesses track in their social media marketing efforts. Engagement measures the actions taken by people that viewed a post. On Facebook, engagement is measured by the number of times people like, share or comment on a post. In this regard, content is king. Keep your content hyper-local, focused and engaging to maintain relevance and increase activity, thereby ensuring your posts have greater “viral reach”. The goal you should aim for is to generate at least 1,000 engagements per week from all your posts combined. Engagement

(Facebook even compiles and lists the total reach/engagement stats below each post and in several sections of your business page account dashboard).

Consistency

In social media marketing, success is achieved over time as your consistent marketing efforts build a dynamic community where users actively engage with your posted content and stories on a regular basis. Therefore, the final key to your success is simple: be consistent! Generate a well-running social media marketing machine that utilizes the technology available for automating at least some of your posts and content-finding. Sites such as Hootsuite offer you one- stop-shop-style social media management dashboard where you can set content to post to multiple pages/profiles and measure campaign results. You can also set content to auto-post through RSS feeds of your choosing, thereby increasing your capacity to post consistently…which, in turn, will lead to ever-greater success and opportunities for your business!

Your Facebook Strategy is Everything!

Your Facebook strategy should be the centerpiece of your marketing plan. Period!

Taking the time to build this solid foundation will help all your other marketing efforts to develop and perform better. So how do you build a killer Facebook strategy?

Start with these 3 steps.

Establish a Digital Target Farm Area

First things first. You need to identify a digital target farm area. This farm area should consist of a local area that ideally includes around 100,000 people. For example, you may pick a small city or suburb you want to focus on, or perhaps a neighborhood that’s well-known within your city. Begin to relate to this target farm area as your “exclusive” territory in order to develop the right mindset and maximize future marketing and networking efforts. Once you have identified your target farm area, you need to build a credible community/lifestyle page on Facebook that offers focused, relevant content per that area. Come up with a clear but catchy name – such as Johnstown Homes & Lifestyles. However, be sure to note that this page should be non-branded, meaning it should not contain any of your personal Real Estate company branding or wording. By doing so, your community page will present itself as a trusted source for intel and happenings in the area. Build a Community/Lifestyle Page on Facebook

Target Your Audience

Target the audience (current homeowners and potential home buyers) within your digital farm area and implement strategies to generate followers and engagement on your page. You can engender a high level of interest and loyalty by doing three things.

Firstly, post often and consistently.

Secondly, keep your content hyper-local to maintain relevance and increase engagement. Lastly, consider placing targeted Facebook ads to funnel traffic to your community page to enhance traffic and activity. The bottom line here is that your Facebook strategy is everything. It’s the most important part of succeeding as the "King of your City"…on social media that is! So now that you know the steps to take, the question is: Will you do the work and take them? You are the master of your own destiny, so dive in and have fun building your foundation and your business!

The ONLY Four Things That Matter

I don't care what industry you're in, I don't care who you are serving. There are only four things that matter. I'm going to break them down one by one here.

Number one

Brand awareness, iterating your U S P and opportunity statement.

USP is your unique selling proposition and opportunity statement. People care more about what your why is than what you do. So, brand awareness, always iterating your unique selling proposition and opportunity statement.

Number two

You want to reach at least 10,000 people per week with Facebook. That is easily a goal you can attain. You want to have opportunities to speak with people and have a consultation and strategize about their current situation. Where are they now? Where do they want to go? Where's the gap in the middle? Can you fill in the gap?

Number three

Engagement. Now that you have the reach, now that you've got your USP, your opportunity statement out there, you need to engage with people at least 1000 people per week. Ultimately, you want to do strategy sessions. You're generating strategy sessions with the engagement.

Number four

Consistency. That's the name of the game. Service delivery machine is ultimately what you're trying to build using technology and automation to be consistent and delivering a product and a service at the highest level. I call this giving a Nordstrom experience with a McDonald's assembly line. It's a cool quote that I came up with. A lot of people laugh when I say it, but it's true. Nordstrom experience with a McDonald's assembly line.

Keep it simple and execute on these four things daily!

Brand Awareness + Reach + Engagement + Consistency = OPPORTUNITIES!

Clear Process to Revenue Workflow

The biggest mistake I see business owners make when they start getting success in marketing is that they simply stop. They get busy or overwhelmed and take their foot off the gas. When they want to start things back up, they’ve lost all momentum. Test everything. Having a plan for your marketing activities doesn’t mean that once it’s laid out, it’s all said and done. It’s important to test everything. Test your assumptions, test your campaigns, test everything. It’s ok to assume things (about your business, your value proposition, your clients) but never hold these things as absolute truths unless you’ve tested them repeatedly. Innovate and adapt. An online marketing plan should eventually change to adapt to the reality of your business, the value you offer, the channels available, and the clients you’re serving now. Things change rapidly in this new economy and my mission in this book is to give you the true and tested fundamentals of a solid marketing strategy. I want to give you an overview of our clear process to revenue workflow. The goals and targets with the strategies you’re going to be deploying it is to get your team conversations with prospects. It's not just about generating leads online; it's getting conversations with prospects. Leads are great but leads really don't mean anything unless you talk to people that could use your services. We want all the leads that come in for retargeting purposes and the ability to create custom lookalike audiences, but the true objective is an actual conversation to be continued from Facebook and directly with you or your team.

Clarity

Clearly define what you want your business and life to look like so you can design them accordingly.

The Top Ten Clarity Mistakes Agents Make When Building Their Business

1. Short term thinking that leads to a business that won’t scale 2. Designing the entire business around yourself 3. Lack of clarity around financial expectations for the business 4. Failure to document procedures and protocol 5. No concrete plan for after sale service and value 6. Business is not structured around its unique value 7. No clear career path for it’s employees 8. No written plan exists or one does but it is too complex 9. Standards and expectations that don’t exist or are not followed 10. You forget to build the business to serve your life rather than visa versa

Too many people in business dive in head first without a clear plan. This happens all too often because so many of us start off as amateur agents before we find ourselves turning into business people. We just keep going and going, mostly focused on finding our next client. But before you know it, you have created a business with no foundation, no direction, and no identity.

Most fail to clearly to define their plan. They don’t know what they want for their business or for their life other than that they want to be successful or that they want to make money. That is not enough.

The great Yogi Berra gave us the wonderful and absolutely timeless quote that, “If you don’t know where you are going, you will end up someplace else.”

Success in business requires a very clear sense of direction, conviction about what your business stands for, and exactly who you want to serve all tied together around a two page business plan.

Begin with the end in mind

The great Stephen Covey, who we miss dearly, gave us this powerful statement, “Begin with the end in mind.” Here is how he defines it, “Begin with the end in mind means to begin each day, task, or project with a clear vision of your desired direction and destination, and then continue by flexing your proactive muscles to make things happen.” A very common example of this occurs when agents structure split structures for their team that seem to make sense today but are unsustainable in the long run. Or when making hiring decisions with shortsighted compensation plans that work today but become a choke hold on your profitability in later stages of growth.

Core Values

Documented core values are a funny thing. They are one of the most important things any business needs yet it is the most likely thing for you to ignore. I understand why. I remember feeling like spending time on core values was a waste of time because there was so much business to do, so many fires to put out, and even more and opportunities to capture.. I certainly didn’t feel like it was the best use of my limited hours.

Amazing how now that I have a big business, it is one of the central points of focus when making nearly any decision for the business.

If you don’t have clear core values,you will find yourself needing to clean up a lot of messes. It will also be hard to develop alignment and get buy-in from your team. You will suffer greater turnover, it will take longer to make decisions, and you won’t enjoy your business nearly as much as you should.

Core values tied to a strong culture will elevate your business above all others. A business reaches a point when it cannot grow in a healthy manner without them.

If you take this seriously and build the core of your company around what you want your culture to look and feel like 10 years from now, you will have a great advantage over other agents who don’t make this a priority.

To help develop your core values, ask yourself the following questions: 1. Why are you in business (other than to make money)? 2. Why do your best customers choose you? 3. What do you want the community to say about you and your business? 4. What traits exemplify you and your best team members? 5. What do you believe it takes to be successful in your business? 6. What traits do you most value in others?

Ask each of your key team members to do the same. Brainstorm answers to these questions, play with them, edit them, and just get something down on paper. Commit to them for at least a quarter. Read them daily. Post them on the wall. It is entirely natural that you will come back to them and make edits over the course of the year on a quarterly basis until they feel just right. But just get started and don’t worry about being perfect on day one. You won’t be.

Purpose Statement

Every business needs a rallying cry. And this is yours. A one to two sentence statement that defines why you are in business and what drives you to crush it day in and day out. What makes you and your organization tick? It could be anything from charitable purposes, to the thrill of winning, to serving your customers at a high level, or to developing your team members beyond their wildest dreams. This is tied to what is commonly known as “your big why.”

Define Your Ideal Customer

Some refer to this as your avatar. Who is your ideal client? Where do they live? What kind of community? What price point? What lifestyle? Do you work with buyers? Sellers? Investors? Do you specialize in families or empty nesters? Horse property? Perhaps you are ultra focused on a particular type of architecture like mid-century modern homes or high rise buildings. Or maybe single level ranches. There are a ton of possibilities and combinations.

If you think about it, marketing for horse property is going to look very different from beach property, which is also going to look very different from condo living. Know who you are.

You need to have great clarity around your ideal customer and then design all of your marketing and messaging around that profile. Everything is geared toward your ideal customer from your logo design to your blog posts and online video messages. Most businesses tend to define their ideal customer as a human being willing to hand over money and buy or sell. And I am not being cheeky. It really is that general for most. The issue with that is you never know who you are talking to. Which means you can never have a crystal clear marketing message. You are trying to be all things to all people. And that never works. As an example, if you live in the metro urban area of your city and you want to live a life where you can walk to work, restaurants, and play, then don’t accept every piece of business that makes it’s way to you 45 minutes out in the suburbs. That extra piece of business is hurting you in ways you don’t yet see. If you are selling to everybody, you are selling to nobody. You should design your logo with an urban feel, feature the downtown area in your marketing photos, reference the downtown area in your videos and blogs, etc. Make it your focus and build your business to serve the life that you are looking for. This sounds obvious, but most people in the real estate industry do just the opposite. They take on absolutely everything and anything that comes their way. They go wide, but never deep. When you try to be all things to all people, two things happen: 1. You never develop true expertise. 2. It becomes prohibitively expensive to market your business and you get crushed by those that better focus their resources.

Two page business plan

If you are like me, you learned in college that a business plan should be at least 40 pages long. Kiss that concept goodbye. Most of us tend to over complicate our businesses and a massive business plan isn’t going to do anything to simplify it. Plus, who actually reads a 40 page business plan? Not me. Not you. They may be useful for businesses that are looking for investors and venture capital money, but that is typically not the case. A business plan should provide MASSIVE CLARITY. It should be revisited on a weekly basis. It should be a living and breathing document that not only lays out your plan for the year but also provides a clear picture of what has to happen each quarter in order to be successful for the year. Laminate and review your plan regularly. Keep a copy everywhere you are likely to see it. Bathroom, nightstand, car, desk, etc. And make sure everybody in your organization has a copy.

Contents Of Your Two Page Business Plan And Questions It Should Answer:

1. What is your Purpose Statement?

2. What are you Core Values?

3. Where do you do business geographically?

4. Who is your ideal customer?

5. What is your unique selling proposition?

6. How does your company differentiate itself in the marketplace?

7. Who are your main competitors?

8. What are the greatest threats to your business and your industry?

9. What are your transaction sides, revenue, gross margin, and profit goals for the year, 3 years from now,

and ten years from now? How do you know you can hit them?

10. What are you company goals for the year?

11. What are your company goals for the quarter and who is accountable?

12. What are your personal goals for the quarter?

“ When your “system” is so complicated or inconsistent that it requires world-class talent to operate, it becomes extremely difficult to grow the business.

Top 5 Things You Should Be Posting On Your Community/Lifestyle Page

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

. YOU SHOULD BE SHARING A PLETHORA OF PHOTOS. Photos of your niche area to be exact. Do you specialize in a neighborhood or geographical location? Here are some photo ideas . . . Take photos of the houses showing your fans the variety of homes in that neighborhood. Take photos of the streets in the neighborhood and surrounding community, giving your fans solid ideas of what the neighborhood looks like, what business may be there, how people maintain their yards, etc. Make sure to take seasonal photos and share according to the seasons. Take photos of the neighborhood entrances, the signs, etc. People really want to get an overall feeling of the area. Take photos of public areas such as parks, marinas, boat launches, public buildings, etc. Take photos of your favorite businesses, coffee houses, wine bars, restaurants, etc. Share with everyone why you love the area. In other words, take photos. Of everything. All the time. Even if you've taken photos of the same thing before. Never stop taking photos.

. VIDEO TOURS SHOULD BE SOMETHING YOU ARE DOING ALL THE TIME. Video tours do not have to be fancy, you just have to do them! Here are some things fans love to see . . Take a video as you drive down neighborhood streets. Do a street at a time. Do every street in the neighborhood. Take a video as you drive into the entrance and back out again of neighborhoods. Take a video as you drive around the exterior of a neighborhood (when possible). Take a video of your latest client as they give you a testimonial Videos help create the ambience. Fans want to know every detail about a neighborhood or community they are considering moving into. Give it to them! . ANSWER YOUR NICHE'S QUESTIONS. Write a blog post that answers questions your niche has. Not interested in writing? Record a podcast or record a video. The point is, answer questions and share that content on your Facebook page. Even better, find out the questions your Facebook fans have and answer those right on Facebook (if they are short). If they are longer, do the method I said above.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

. LOCAL EVENTS ARE FANTASTIC. I'd be willing to bet there is not one "end all be all" resource for local events in your community. It's more likely that there are a few resources, requiring residents to jump all over the place to find things to do. Be the curation resource for the community. Post local events consistently on your page. Particularly events that show support to the community. Chamber of Commerce Events Fundraisers for medical needs Humaine Society events Food Bank events Orphan Care events Local artist events These are but a few ideas of events you can post. Typically, you can find event calendars in several places: your local newspaper, your local library and your local chamber of commerce.

. THIRD-PARTY CONTENT THAT IS INSANELY RELEVANT TO YOUR FANS. (see below for preferred posting schedule) Home Tours Home Tips Questions Quotes Articles Remodel/Design

FACEBOOK POSTING SCHEDULE

TIME

SUNDAY

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

SATURDAY

Local or Blog Artical

04:00 AM

Artical

Home Tip

Artical

Quote

Home Tour

Local Photo

Local or Blog Artical

Home Tour

Artical

Question

Artical

Artical

Local Photo

08:00 AM

Local or Blog Artical

Home Tour

Artical

Quote

Artical

Local Photo

Home Tour

12:00 PM

Local or Blog Artical

Remodel/ Design

Local or Blog Artical

04:00 PM

Artical

Artical

Home Tour

Local Photo

Local or Blog Artical

08:00 PM

Artical

Home Tour

Artical

Question

Artical

Local Photo

Remodel/ Design

Local or Blog Artical

12:00 AM

Artical

Home Tour

Artical

Local Photo

Local Photo

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

Here are 252 blog post topics - One for every working day of the year!

Things to do this weekend Cheap things to do in your area Free things to do in your area

Things to do this winter Things to do this summer Things to do this fall Things to do this spring Things to do on your birthday in your area Things to do with your boyfriend Things to do at night Romantic things to do Upcoming concerts, events, fundraisers The best restaurants The best pizza places The best happy hours The best wedding venues in your area

The best places to get a hot dog Real estate market housing trends How much of a down payment do I need in order to buy a house in the area? How much do you qualify for? Activities to do with kids in the area

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

The benefits of working with a Realtor HOA’s by neighborhood – Which communities have dues, which don’t Why you need a real estate agent to help you buy new construction What are builder’s incentives A list of property taxes and special assessment taxes by neighborhood Buyer frequently asked questions Seller frequently asked questions Investor frequently asked questions The weather of your area A list of the most expensive properties for sale in your market A list of the cheapest properties for sale in your market A list of the best value properties for sale in your market A list of the most beautiful properties for sale in your market A summary of hot button issues on the city council meeting agenda A list of new construction in your farm Moving resource list Horse properties in your area

A list of neighborhoods that allow RV parking Transportation companies, maps, and fares Crime report A list of parks in your area A list of golf courses in your area Weekend getaways nearby Local day trips nearby

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

A list of common relocation questions Foreclosure frequently asked questions Short sale frequently asked questions HUD home frequently asked questions Bankruptcy frequently asked questions Experiences that you’ve had with professionals in the industry – Loan officers, title reps, etc. Relocation resource list For Sale By Owner (FSBO) frequently asked questions Home staging tips Landscaping tips Interior decorating tips House cleaning tips A list of local gyms, yoga studios, and other fitness activities in the area What is the role of a title company in a real estate transaction What is the role of a mortgage company in a real estate transaction What is the role of a real estate agent in a real estate transaction What is the role of an appraiser in a real estate transaction What is the role of an inspector in a real estate transaction What is the role of Homeowner’s Insurance? Rent vs. buy Sell vs. Rent

How to safely move with children Ways to prepare your house for sale The steps to buy a home What to do with pets when your house is on the market

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

How to safely move with pets A list of pet-friendly communities in your market The best dog groomers

The best dog sitters The best dog walkers Explain your real estate niche All about home decor and where to shop in your neighborhood How to qualify for a loan How to qualify for refinancing The pros and cons of a reverse mortgage A list of homes for sale with a pool A list of homes for sale with a view A list of homes for sale the face east How to bury a St. Joseph statue What you love most about being a real estate agent Client testimonials Interview questions to ask a real estate agent before you sign Your track record of success The hidden costs of buying a home The hidden costs of selling a home Important things to know about home renovations The most common pitfalls when buying or selling a home and how to avoid them

A list of open houses A List of your listings

Housing regulation updates Mortgage regulation updates Up and coming neighborhoods

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

When is the best time to sell a house in your area When is the best time to buy a house in your area The benefits of selling your house during the holidays Things to do on a date The best apps to use when buying or selling in your area Famous people who have bought or sold in your area Celebrities who currently live in your area A list of top politicians and influential people in your area A list of Instagram, twitter, or facebook pages for the top politicians in your area A list of local charities and highlight the work of each How do neighbors affect a home sale in your area Job opportunities in your market How to buy a home in your area How to sell a home in your area How to protect your home from theft during open houses and showings Fast-growing companies in your market A comparison of your local market to the national market The top 10 things that buyers want in a house Explain PMI Explain mortgage rate locks Home safety tips How to sell an older home in your area How to sell a historic home in your area The pros and cons of buying an older home in your area

The best moving companies in your area Why your house didn’t sell the first time

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

Places to celebrate New Year’s Eve Things to do on Valentines Day The best Easter Egg Hunts The best places to see a parade on Memorial Day Places to take your mother on Mother’s Day Places to take your father on Father’s Day Best places to watch fireworks on the 4th of July Best places to have a barbecue on Labor Day The best pumpkin patches The best places to trick or treat on Halloween The best haunted houses The best places to see Christmas lights Traditionally, what stays with the house and what goes? A list of the best local facebook groups How long after a short sale until I can buy another home? A list of public schools by neighborhood – include rankings and API scores A list of private schools in your area School holidays in your local districts Graduation dates and times for local high schools School supplies list How to choose the right neighborhood in your area School football schedules How to tell if a seller is motivated Explain the difference between pre-qualification and qualification

Explain the entire mortgage pre-qualification process Explain the entire mortgage qualification process

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

Things most people don’t know about your area How to qualify for a house when your partner has less than perfect credit The best local home inspectors A list of local mechanics How much is your house worth? How to choose the right lender How to tell if a neighborhood is on the upswing or down turn in your area What is escrow? Gated communities in your area Guard gated communities in your area Explain the different types of liens How to sell a house with liens What rooms sell a house? First-time home buyers guide to buying in your area Explain the different types of home ownership Veterans Affairs guide to buying in your area Move down buyers guide to real estate in your area Move up buyers guide to real estate in your area Aging in place guide House flipping guide Investor’s guide How to hire a contractor How to attract more buyers when selling a house How to withdraw your offer on a house Explain the closing process How to increase home values by buying in a school district zone

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

Real Estate terms that you should know The hidden reasons why your house didn’t sell Down payment assistance programs What credit scores are needed to buy a house in your area Investments to avoid

January sales in your area February sales in your area March sales in your area April sales in your area May sales in your area June sales in your area July sales in your area August sales in your area September sales in your area October sales in your area November sales in your area December sales in your area

Why you need a lawyer when buying a house Why you need a lawyer when selling a house How to sell a luxury home in your area Luxury communities in your area How to avoid getting stuck with a lemon How to tell if a death occurred in the house What to look through in a final walk through How much will you net when selling a house? Good luck statues, charms, and beliefs The average home values in your area Why you shouldn’t buy the nicest house on the block

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

Preventative maintenance to keep your home’s value The top disclosures to be aware of when selling your house The top disclosures to be aware of when buying your house How to deal with cash offers How to tell if a house has good resale value Can you sell a house with violations? How to buy and sell a house simultaneously in your area How to negotiate the home inspection from a buyer’s perspective How to negotiate the homes inspection from a seller’s perspective Explain the difference between a buyer’s market and a seller’s market

How to tell your kids that you’re selling the house How to sell a property that has a bad reputation The best summer programs for kids in your area The best sports programs for kids in your area The best after-school programs for kids in your area How to deal with multiple offers How to tour an open house like a pro Explain what a homeowner’s association is Homeowner’s Associations, how to tell if it’s a good one

How to buy in a seller’s market How to sell in a buyer’s market

How to pay your mortgage off early Explain the buyer’s closing costs Explain the seller’s closing costs Who pays for closing costs in a real estate transaction?

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

Facebook Posts and Video Tip Ideas

A list of local utility companies that service your area How to close faster on a home

Eco-Friendly houses for sale in your area Houses with solar panels in your area

How long will it take to sell a house in your area? How long does it take to buy a house in your area?

Explain what a buyer’s agent is Explain what a seller’s agent is Explain why having your own real estate agent is important when buying a home Explain the pros and cons of using a real estate team or solo agent What to expect on closing day What types of appliances buyer’s want in your area

January newsletter February newsletter March newsletter April newsletter May newsletter June newsletter July newsletter August newsletter September newsletter October newsletter November newsletter December newsletter

Alex Caragiannides | BSMvault.com

Alex@BSMvault.com

6 Videos You Should Be Doing Regularly

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

 VIDEOS YOU SHOULD BE DOING REGULARLY

HOW’S THE MARKET IN [YOUR CITY/REGION]?

1.

This is a 3-4 minute monthly informative video about what’s going on in your market. Share sales stats, tell people something interesting and point out any trends you notice. Doing this monthly will position you as the knowledge broker in your market.

[X] MISTAKES TO AVOID WHEN BUYING IN [SEASON] 2.

Once every new season — winter, spring, summer and fall — put out a new video titled “3 Mistakes Buyers Make in Spring Markets” or “7 Mistakes to Avoid when Buying in Winter,” etc. This approach keeps your content timely and fresh and again, positions you as the knowledge broker in your marketplace.

HOME IMPROVEMENT TIPS

3.

The single most important leading indicator of someone preparing to sell their house is making home improvements. Wouldn’t you like access to those people before they begin searching for their listing agent? Once a month, get together with a local handyman, contractor, etc. and create a short “home improvement” video teaching people how to fix up their homes. The topics can be big picture or very specific. Homeowners who watch these videos will suddenly know who you are, where you work and that you’re the knowledge broker in your market. Provide that value and see how much easier it can make your business.

. TEAM INTRODUCTION VIDEOS 4.

Monthly, post a video introducing a member of your team, a partner you work with or a vendor with whom you have a strong relationship. Let them know you are, show them the people you work with and demonstrate that together you provide world-class service to your clients.

INTERVIEW WITH INFLUENTIAL

REAL ESTATE BEHIND-THE-SCENES

5.

6.

COMMUNITY MEMBER

Homeowners might know you and they have a vague idea of what real estate professionals do, but creating a “behind-the-scenes” video gives you a real opportunity to demonstrate the value you deliver to your clients. Show the special things you do for people, how you prepare for an open house, how you overcome a difficult escrow process, etc. Capitalize on people’s fascination with real estate reality shows by giving them a peek inside your operation and showing how resourceful you are.

Once a month post a video of you with someone who plays a significant role in the community — school principals, local business owners, city government members, prominent community leaders, etc. This connects you to your community in many important ways and once again makes you the knowledge broker people will turn to when it’s time to sell their home.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

 BONUS TIPS TO MAKE THE MOST OF VIDEO

NOW I WANT TO SHARE A FEW QUICK TIPS I’VE LEARNED CREATING VIDEOS OVER THE YEARS.

First, recognize it doesn’t have to be perfect. You’re human. People know that. Don’t prevent yourself from using video just because you can’t make it “perfect.” Make it as good as you can and run with it. Always take lighting into account. The brighter the better. Don’t wing it… Practice! Before you hit record or “Go Live,” practice what you’re going to say. You don’t want to sound scripted, but be prepared. The more confident you are in what you’re saying, the more effective your video will be. For the best sound quality, invest in a lavalier microphone (wired or wireless). Believe me, it’ll make a big difference and it’s worth the expense. Use Fiverr.com to have intros and/or outtros created to give your videos an extra bump in quality and credibility — all for an incredibly inexpensive price. Boost your videos to targeted communities. Splice up your videos and repurpose them on social media: Instagram, Twitter, etc. Always encourage comments and engage those who leave them. Whenever you reply to a Facebook video, it bumps that post right back up to the top of people’s news feeds — and it builds stronger relationships with people. Leverage technology such as Livestream.com or Restream.io to “Go Live” across multiple social media platforms simultaneously.

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600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Facebook Ads Strategy

San Diego, CA 92101

(619) 701-5291 | Alex@BSMvault.com

2420 17th Street, Suite 300, Denver, CO 80202

1. Audience building ads

You need to run Page like Ads to build your Facebook audience.

Page like ads are meant for drawing attention to your page, but specifically targeted to people who are most likely to want to use your services, in order to gain a targeted audience (aka page likes). In other words, you are gathering targeted page likes. People who are raising their hand (aka showing their interest). No, you aren’t “buying” page likes. You are putting your page in front of people who are actually interested in staying connected with you.

Why should you run page like ads?

First of all, it’s an easy way to connect with people. Almost “noncommittal” on their part. They still feel anonymous. Second, it’s a powerful reputation builder. As much as we don’t want to solely seek out page likes (because the wrong ones are actually detrimental to your Facebook business page’s health) we do want people to see our business as strong, healthy, and legitimate. Targeted page likes help with this. Third, because page like ads are the best (and least expensive) way to test out cold traffic audiences. In other words, if you aren’t sure if you’ve got your targeting dialed in, you can test run it through a Facebook page like ad campaign and then verify your new page likes… check them out each day to make sure the ads are bringing in the audience you want to attract. If it’s not, you can adjust your targeting. If it is, you are ready to run more expensive ads. Fourth, because your future advertising efforts on Facebook will reap serious benefits. In other words, having already found your target audience and gathered them as page fans, you can then run ads directly to your page fans… who are more likely to respond to your advertising than non-page fans. Who should I target my page like ads to? There are several audiences you should be targeting and, each audience should be its own ad set. You’ll want to target...Cold traffic. These are people who, while they fit your specific parameters of location & other aspects, have no connection with you whatsoever. Page like ads are an excellent “first-step” connection with cold traffic. Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. If they are visiting your website, and you’ve got relevant content on your website (not a bunch of random hyper-local event & activity posts) there’s a good chance they are targeted traffic. Get them connected with you on Face- book as well.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Email subscribers/IDX registrants. You want to integrate people into as many connection methods as possible. If you have email addresses or phone numbers of leads or clients, then you definitely want them to connect with you on your Facebook business page. So, who should you not be targeting? You shouldn’t be targeting your current page fans… it’s a page like ad! Don’t waste your money running it to people who already like your page. You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! Here’s an extra tip when it comes to page like ads... After you’ve accumulated at least 1500 targeted page fans, create a new ad set for the cold traffic audience above, but be sure to target only friends of fans. You’ll reap social proof in this audience and find that it responds even better than a simple cold traffic audience. Be forewarned though… don’t do this tactic unless you are absolutely certain that nearly 100% of your page likes are targeted… not fellow colleagues around the country, not unknown paid for likes, but actual, targeted page likes of people who are most likely to use your real estate services. When should you be running Facebook page like ads? From the moment your Facebook business page is active (and I mean setup properly and you are posting relevant content on it several times each day without fail) until you cease your real estate business.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

2. Content ads

2.Second of all, you need to be running ads to promote your content. Wait, what? I’ve got to create content and then run ads to it? Well… do you want an online lead generation system that first builds know, like, and trust relationships and then entices people who already want to do business with you… to call you? If you want that kind of business, then yes, you’ve got to spend some time creating highly valuable content and running ads to that content. In other words, you’ve got to give to get. What do I mean by this? I am referring to the fact that you are creating powerful, compelling content on your website. I’m not talking about your Facebook status updates. I’m not talking about your neighborhood pages. I’m talking about content you’ve created that is extremely valuable. Content that answers a question and solves a problem for your target audience. Specifically a thorough and detailed blog post that addresses and solves a specific, relevant problem that your audience has in their journey. Then, you need to run ads that promotes that content… in a way that is more a “sharing” of the content. You definitely want lead capture elements within the content, but this is not about sharing a lead capture page disguised as content. This is about giving your all and sharing the solution to a problem that your audience has. Why should you be running ads promoting your content? For a number of reasons including...The fact that you are showing your audience that you fully understand their needs. Your content is solving their problems. They find your content valuable. In other words… you are working on a piece of the “nurture” element of lead conversion. The other reason is to create a targeted website audience… that you are pixeling and that you can then later run “next step” Facebook ads to. Who should I target my content promotion ads to? There are several audiences you should be target- ing and each audience should be its own ad set.

You’ll want to target...Cold traffic. These are people who, while they fit your specific parameters of location & other aspects, have no connection with you whatsoever.

Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. You want them returning to your website over and over again.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

Email subscribers/IDX registrants. You want integrate people into as many connection methods as possible. If you have email address or phone numbers of leads or clients, then you definitely want them to also be visiting (and revisiting) your website. Page likes. Assuming of course that you’ve accumulate page likes that are 100% your targeted audience (not your fellow colleagues or friends/family who took pity on you when you begged for page likes). So, who should you not be targeting? You should not be targeting your fellow real estate agents. Make sure you have created audiences of local real estate agents and that you exclude them in all of your advertising. Not because you are afraid they will do the same thing as you, but because you don’t want to pay to run your ads to an untargeted audience! You should also not be targeting a random audience. You want targeted. If your content solves a prob- lem for homeowners, then you need to be targeting homeowners, not renters (as an example). When should you be running Facebook content promotion ads? From the moment your Facebook business page is active (and I mean setup properly and you are posting relevant content on it several times each day without fail) until you cease your real estate business. The minute you create a new piece of content, setting up content promotion ads should be your first order of business. Now, you won’t want to be running dozens upon dozens of content promotion ads at the same time. I suggest working on creating two insanely valuable pieces of content each month and running an ad for each one for an entire month. And then, over time, you’ll know what content appeals the most to your various audiences. You can create more of that type of content and you can run ads focused fully on the content that resonates with your audience. Here’s an extra tip when it comes to content promotion ads...Over time, you’ll notice that some of your content appeals more than other. If you create something that seems to go gangbusters… run it until either the content expires or, you stop having reactions to that content. A really good piece of content will always work for you. It’s something that is considered evergreen… never dying, never going out of date. Always resonating.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

3. Opt-in ads

3. Third, you need to be running lead capture ads. I’m specifically speaking of the preverbal “home value” ad and the “search for homes” ad here. The biggest problem with these types of ads is that they are the first type of ads real estate agents run and they usually run them to cold traffic… traffic that scrolls right on past the ad itself. In reality, these ads are one of the LAST ads you should be running, to a warmer audience. With today’s ability to use ad blockers, most of these ads aren’t even seen by your target audience. They are just another noise maker and are being used to train people to ignore these types of ads. Not only that, but they tend to attract mostly two types of people…The first are the curiosity seekers. Those who have zero intention of buying or selling, but are really just curious. These are the ones that tend to be in your database forever without taking action. They aren’t targeted so they tend to suck up your time and produce very little results. The second are the opinion seekers. Those who have either already listed their home, or are already out looking at homes with an agent. If you want to attract people who aren’t just curious but are committed, people who aren’t connected to an agent but need an agent, you need to change who you target these ads to and when you are targeting them. Why should you be running lead capture ads? You should be running lead capture ads because you want to convert lookers into appointments. That is your primary reason for running lead capture ads…and to make that conversion process happen, you’ve got to run these ads to the right people, at the right time, in the right sequence. Who should I target my lead capture ads to? With lead capture ads, who you target and when you target them is paramount. Website visitors. These are exactly what you think they might be… traffic that has visited your website. You want people to be as connected with you as possible. When you generate solid, targeted, warm traffic to your website, and then run a lead capture ad to that traffic, you are running an ad to someone who is most likely to take action and respond to your lead capture ad. Email subscribers/IDX registrants. You want integrate people into as many connection methods as possible. If you have email address or phone numbers of leads or clients, then you definitely want them to also be interacting and responding to your ads… especially when those ads require a specific action.

600 B Street, Suite 300, San Diego, CA 92101 2420 17th Street, Suite 300, Denver, CO 80202

(619) 701-5291 | Alex@BSMvault.com

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