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 It’s something that is considered evergreen… never dying, never going out of date.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.
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