Tag Archives: marketing

Agents – your competitions could get your page BANNED!

August 30, 2017 by Digital Marketing

No this isn’t click bait. Many of the competitions that agents are running on Facebook are in direct breach of Facebook’s Page & Promotions terms and conditions.

It’s important to note that you most definitely CAN run competitions on your Facebook page, so long as you follow the terms and conditions provided by Facebook and it’s legal to do so in your state or country.

But where agents are falling foul of Facebook is in the method they’re using to promote these competitions and gain extra exposure.

The incredibly popular “Like & Share to enter” competition is a ticking time bomb. It’s in direct breach of Facebook’s Ts & Cs and all it takes is for someone to report your competition and Facebook can, by rights, step in and shutdown your page. Ordinarily you will get warned first, but there have been incidents of pages being shutdown without warning.

Here’s the key part of Facebook’s Ts&C’s that agents should be paying very close attention to:

“Personal Timelines and friend connections must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries”, and “tag your friends in this post to enter” are not permitted).”

By making it a condition of entry that people share the post/competition, agents are breaching the terms and leaving themselves at risk of losing their page.

This doesn’t mean you can’t run a competition on your page, all it means is that you may need to adjust how you’re running them and ensure you’re not operating contrary to the terms and conditions.

There is nothing wrong with requiring people to like your post and or page as a condition of entry and as such competitions remain an excellent way of building your following.

Here’s the full promotions Ts & Cs from Facebook and a link to the Page Ts & Cs.

E.    Promotions

1. If you use Facebook to communicate or administer a promotion (ex: a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including:

     a.   The official rules;

     b.   Offer terms and eligibility requirements (ex: age and residency restrictions); and

     c.   Compliance with applicable rules and regulations governing the promotion and all prizes offered (ex: registration and obtaining necessary regulatory approvals)
2. Promotions on Facebook must include the following:

     a.   A complete release of Facebook by each entrant or participant.

       b.   Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

3. Promotions may be administered on Pages or within apps on Facebook. Personal Timelines and friend connections must not be used to administer promotions (ex: “share on your Timeline to          enter” or “share on your friend’s Timeline to get additional entries”, and “tag your friends in this post to enter” are not permitted).

4. We will not assist you in the administration of your promotion, and you agree that if you use our service to administer your promotion, you do so at your own risk.

Here’s the link to Facebook’s page terms and conditions – https://www.facebook.com/page_guidelines.php

How Facebook is redefining the traditional “Farm Area”

August 18, 2017 by Digital Marketing

Facebook is redefining the traditional farm area with data

It’s been a monster week for announcements from tech giants when it comes to real estate.

Facebook has entered into Australian real estate (and real estate the world over) in the most agent friendly manner we’ve seen in a while – handing the power back to agents when it comes to marketing properties digitally.

Meanwhile Amazon (in the USA at least), are doing their bit to help agents generate business and leads with a new referral system based (seemingly) on merit.

But the impact of these announcements actually runs a lot deeper than just another headline about an industry shake up.

In fact what Facebook’s offering brings to the table is a pairing of automation with laser-like targeting, something that LJ Hooker have picked up on and are now looking to capitalize on in a major way with their latest technology offering for their agents.

While I’m not going to get into the nitty gritty of their offering, what I will say is this – they’re saying all the right things and for all appearances demonstrating that they understand the value of data.

One core part of a recent article on the Real Estate Business website says it all:

Mr McTavish said that the built-in intelligence of the system allows it to ring-fence and retain its intellectual capital.

“With most digital outreach campaigns, you’re handing over data which is ultimately used by that digital service supplier or portal in other campaigns.

“Data is the lifeblood of any agent and introducing third parties dilutes the current and future potential of the data, and even worse, leakage of data…..”

“Data is the lifeblood of any agent…” That’s it right there, your future, your profit, your career is in your data. It would seem that LJ Hooker understand that intimately and are doubling down on it- and rightly so.

As we move forward in this new technological age, data is king and most importantly it will be data, not geography that is the primary factor in defining your “Farm area.”

That’s not to say geography won’t play a part, lets face it, few agents want to drive 3-4 hours to list and sell a property, but the once strict geographic boundaries will become very very blurred.

Already agents have the ability to capture and consistently re-market to anyone who comes into contact with their content, website, videos, Facebook page and or apps. Once they’ve been captured they become part of your “digital patch.”

The digital patch concept is one that employs a number of the tools within the Facebook marketing platform to turn your ads, content, website and videos into a beacon for interested buyers and sellers. Once they’ve engaged with your ads/content/website/videos, they’re part of your marketing patch for at bare minimum, the next 6 months. This will give the agent power to advertise not just via Facebook but essentially have their ads follow their potential client all over the internet and social space.

Set up correctly, it allows an agent to turn every listing, every piece of content, essentially everything they do in the digital space, into a lead magnet.

Damien Misso’s digital patch allows his brand and offer to appear whereever his audience are. In this case, an article on the McGregor Vs Mayweather fight scheduled for August 26th.

In this new digital world action equals interest.

Think about your own usage, the ads you click on, the posts and articles you engage with – you simply don’t click, don’t take action unless you have some level of interest in that content and learning more about it.

As a result, every single person being added to your digital patch, regardless of the content they’ve engaged with, has some level of interest in real estate. From there, you are able to re-market to them and further filter them through to buyer and seller calls to action.

It’s this digital patch that will become the dominant focus of successful agents moving forward for three core reasons:

 

  1. Once it’s set up, it will run almost automatically with minimal interference from anybody except when it’s time to update content.
  2. It will generate both buyer and seller leads consistently
  3. The massive reaching impact it will have on your personal and company brand

 

In this example, Damien’s brand and offer has found it’s way into a popular app based game. Where ever his audience goes, his brand and offer can be there.

 

 

But none of this is speculation – this concept is already being implemented by FBM Academy students with stunning results being produced regularly, in the form of consistent leads and massive lifts in personal and corporate brand recognition.

With 16 million Australians on Facebook each month and more capability to automate, target and market to these people, being put in the hands of agents every single day – Facebook is redefining the “Farm Area” at a rapid rate.

 

Facebook just stepped into Aussie Real Estate in a BIG WAY

August 11, 2017 by Digital Marketing

It seems this is the week for big announcements with Amazon declaring it’s intentions to enter into the US Real Estate market and a number of the Aussie real estate groups have been a titter with the news.

But it wasn’t just Amazon stepping into the game, Facebook had a rather massive announcement of it’s own, however it hasn’t had the same hype around it as the Amazon one. Many agents have commented that the Facebook tech is in the USA only (ah….so is Amazon), so they won’t worry about it just now.

Time to set the cat among the pigeons….

The Facebook tech is here in Australia right now. My team and I are currently working with it and developing solutions to get it rolled out to our real estate clients ASAP.

Unlike the Amazon offering of referrals though, this tech from Facebook will deal with helping you sell houses and in so doing, list more as well. In fact it has the power to change how you go about marketing property – wait, yes I know, every freaking “disruptor” says that and you’re sick of hearing it, so am I. So instead of blathering on with marketing hype and jargon, allow me to explain how this tech works.

Firstly, lets take your personal branded real estate site that displays your listings.

The Facebook tech will require a developer and Facebook expert to set up (we happy to know a couple of good ones *wink*), but once it’s set up correctly this is how it will work:

  1. a buyer visits a listing on your site, but does not enquire or book an appointment
  2. Facebook analyses it’s data on that buyer
  3. Facebook then finds every other property on your site that is relevant to the buyer, (i.e what they’re looking for)
  4. Facebook then advertises all of your listings that may be relevant to that buyer automatically

 

In short, Facebook will turn your potential buyer’s Facebook feed into their own listing portal where the listings being offered……are yours!

Now of course there will be other ads among yours, the usual run of the mill stuff from a clothing company and Telstra or Vodafone’s latest attempt at convincing us they’ve gotten better. But for the early adapters and honestly, even those who might normally be late to the party, this Facebook tech will give you such a massive edge over your competition.

But wait there’s more and it’s not steak knives.

After this tech has been in play for a little while on your site, Facebook will then go and start marketing these listings to people who are statistically most similar to your current buyers. In lay-mans terms, Facebook will start marketing your property to people it thinks are most likely to want to buy it! (Initially, this feature won’t be available automatically but will need be set up manually – but it’s only a matter of time)

Now of course in the setup phase, you need to “teach” phase book what makes the properties similar, whether it’s price, suburb, bedrooms and that’s why this tech isn’t point and shoot.

After setting the tech up, this all happens automatically and all you need to do is set aside a budget for how much you want to spend on the ads each month.

So about those $2,000 premier properties on those portals you use, they suddenly look like a REALLY expensive way to blow a marketing budget don’t they?  Especially considering right now you can get in front of up to 5,000 buyers for $100 with a standard boost on Facebook (depending on what area you’re in) and these ads aren’t going to have any special pricing attached to them (based on current reports).

Add this tech into the equation and let Facebook do it’s thing and your ad spend is getting your listings in front of people that the data says is most likely to be interested in buying them.

It doesn’t get much better than that.

Welcome to the game Facebook!

 

-JH