Category Archives: Real Estate Agents

Social Media 101: How To Promote Listings To An Audience On Facebook

Building an audience across social media to promote listings is something that is seldom done well in Real Estate. We asked a couple of Real Estate social media experts, Andrew Duncan and Roar Kristoffersen for some easily actionable tips.

Key Insights

  • The more accurate you are with targeting, the better your results will be. Experiment with targeting via Location, Demographic, Psychographic, and Interests on Facebook.
  • Be specific with your messaging.
  • Boosted posts and Carousel Ads are your best style of ad to use. Carousel Ads are like a preview of the listing, and boosted posts make your listing appear fresh and story-worthy.
  • Digital advertising raises your profile with vendors and buyers alike, and is incredibly cost effective.

1: Why Facebook?

Facebook is New Zealand’s second favourite leisure activity.

Check out this small look at how many NZer’s are using Facebook.

In our previous post, we also explained what people are using Facebook for; exploring ideas relevant to them and connecting with brands and products.

With this in mind, if people are looking at Real Estate using the internet, if they like any sort of pages related to home renovations, market data or any other property pages, Facebook allows you to target these people to an incredibly high detail.

Roar explains that Facebook allows you to drive certain objectives to these people, whether it is gathering their email address, sending them to your listing or any other ‘conversion’ you can think of.

Dollar for dollar, Facebook is one of the cheapest and most effective ways to reach your target audience.

2: How To Build An Audience To Show Your Listings To

Before we get building an audience, you must first know everything about your listing.

Ask yourself, who should purchase this house? Who is this house most suitable for?

You must be as specific as possible. As agents are well aware, a first homebuyer has completely different priorities to a downsizing retiree.

Andrew Duncan agrees that agents need to be targeting an ideal buyer demographic. For example, Andrew outlines a hypothetical. “Are you selling a ‘first home’ type property? Create an audience of people aged 25 – 40, interested in getting married, having kids, buying a home, local schools, community groups.”

With your audience in mind, lets break down a typical First Home Buyer audience segment.

 

Why should you be so targeted with your audience?

Roar explains “if you try to be everything to everyone you will end up being nothing to anyone, which is a bad place for a real estate professional. Social media as popular as it is and as amazing as it is, also has some drawbacks, one being that because it is so easy to put commercial messages in front of consumers they are now flooded and you run the risk of becoming white noise, the way to combat that is to be super relevant with your messaging and understanding what your ideal customer needs and wants.”

As agents, you know what type of messaging works for different buyer segments. Choose your words carefully when promoting your listing.

The optimum character counts for Facebook Posts is a mere 40 characters.

You want your headline, and sub heading to encapsulate these, so people can click on more information on your listing.

That brings us to our next section, how to create the ads that best utilise this.

3: The Most Effective Facebook Ads For Listings

Here at Homes.co.nz, we test a whole lot of ways to best deliver listings for Real Estate Agents.

There are two ways of delivering Facebook Ads that we’ve found work really well:

Facebook Carousel Ads

  • These look like short swipe-through images which perform great on mobile devices which appear as ads in people’s News Feed

Boosted Posts

  • These behave like posts in Facebook’s News Feed.

Below is an example of what a Facebook Carousel Ad looks like.

Facebook Carousel Ads

So why use carousel ads?

Because they behave like a listing, but on Facebook. Buyers can swipe through photos like an online listing. It also provides ample space to put in your property descriptor. Best of all, it doesn’t cost more to add more photos. You can add up to 10 photos, and videos.

Best practice for these is to use square images, and square video. Not ideal, but manageable. Don’t forget to use your new audience to promote them.

 

 

Facebook Boosted Posts

Facebook boosted posts behave like stories in Facebook’s NewsFeed. The best media to use are either single images, or videos. Boosted posts are most effective when you can tell a buyer a short story or quirky feature about a property.

The video above goes through a quick walkthrough on how easy it is to set up a post.

4: What’s The Opportunity?

You will be seen as being in the forefront of real estate by using the latest promotional tools.

Vendors will be happy to see you pushing the edges of marketing for your property, and targeted buyers will see your listings more.

These tools are incredibly cost effective and hyper targeted. More so than other traditional media forms.

Next Up: To find out more about how to leverage hyper targeted online marketing to build your own brand click below.

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Real Estate Agents: How to Give Vendors Realistic Expectations

How Real Estate Agents Can Give Vendors Realistic Expectations.

 

Every agent aims to deliver the dream result for their client’s property. Who doesn’t want to achieve a premium sale price that wipes everything else off the board? And let’s face it, that’s what most sellers want to hear.

But to avoid huge disappointment all round, it’s essential to educate prospective sellers to help them set realistic expectations of their home’s value. That can be difficult because every home is unique with its own story to tell, and trust isn’t always secured from day one.

Here are some tips to help ensure your vendors are empowered to set realistic expectations of their home’s value.

 

THE CURRENT MARKET APPRAISAL

Most agents have their finger on the pulse and have a ‘feel’ for the market. They read the latest property stats and know their local area well.

The discussion around pricing a seller’s home begins with a Current Market Appraisal, which gives credibility, talking through recent sales and active listings of similar homes in a seller’s area. It’s a useful process but requires significant trust to be the end of the conversation. Sellers need to be thoroughly convinced on the pricing issue to really feel comfortable where their home sits. Here are some things vendors can do themselves to get educated.

 

EXPLORE ‘ESTIMATED VALUES’

Encourage the exploration of computer driven estimated values as a starting point. Agents should advise their clients that while Rateable Values are helpful, they’re based on comparable sales at one given time, and they’re only produced every three years. The same warning applies for our HomesEstimate and other computer generated models. While they’re updated more regularly, they can’t take into account the wide range of variables associated with a home’s value.  They’re a great starting point, but other insights are needed.

 

VIEW SIMILAR HOMES

Request that they attend similar open homes to check out the competition. They need to find out for themselves how their home compares with others nearby.

Build a checklist for them to consider the broad range of variables. Consider the size of the home and land, the number of bedrooms, the home’s age, construction, floorplans, layouts, quality of fixtures and fittings, whether it’s been renovated, the way it’s presented, views, school zones and so on. Ensure they understand that the asking price isn’t the final sale price.

 

RESEARCH HISTORIC SALES OF COMPARABLE HOMES

When similar homes are known, but aren’t currently on the market, it’s worthwhile diving into what they last sold for, and what their HomesEstimate is. This simply acts as another set of data to build an educated view of prices in the area.

 

MAKE IT EASY FOR VENDORS

Homes.co.nz has been produced to make the process of researching the value of a home easier for vendors. It’s a single map interface that allows the exploration of a neighbourhood’s current listings, estimated values, rating values and sales histories. While none of this replaces the human perspective and insights of the local agent, it will act as a path towards being an educated seller with realistic expectations.

Homes Platform

Introduce vendors to Homes.co.nz to help them build a realistic understanding of value. You’ll gain trust and find the pricing process moves from a discussion full of emotion, to one more influenced by the facts of the current market

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Real Estate Agents; Write a Personal Profile that Gets You More Listings

Real Estate Agents, Your Personal Profile Is Your Brand.

Advertising your properties is essential marketing, but promoting your personal brand with a great profile helps prove you’re the best person for the job.

Your profile is your brand. Make sure it proves your marketing ability.

So how do you write a personal profile that gets more listings? We’ve taken some great profiles on Homes.co.nz to show you.

1. Be Truthful

To gain trust, sellers need someone who tells it like it is. Be upfront. Let potential clients know exactly what to expect.

Glenn Stewart has this to say: I really listen to you and work very hard to get you the best results possible. My straight-talking style with open and clear communication will give you confidence that I’m someone you can trust and my actions back that up.

2. Professional marketing & great presentation

Sellers need an agent they know will put their best foot forward at all times. An agent with creative flair exudes confidence, looks smart and makes prospective buyers feel at ease.

It helps to use professional photographers and writers who can make you look good and create a winning impression to put you ahead of the competition.  

Marcia Paterson’s black and white photo is crisp and professional. With her attractive smile, she looks open, honest and welcoming which instantly makes you feel confident she is ready to show you your new home and to talk through the process.

3. Commitment to good communication lines

Sellers want to know you’ll give regular updates and good feedback so they quickly know where they stand.

Steve Slicker guarantees to call you back within three hours or he will take $500 off the fee.

4. Tenacity & enthusiasm

Sellers want a salesperson who’s like a dog with a bone; someone who works hard and never gives up.

Ben Terry plays up his competitive spirit, saying he continually exceeds the expectations of his clients. And he also offers a compelling pledge: “there is no single sales person in the market today that will work harder, prove stronger or move faster than me.”

5. Strong negotiation skills

Anyone can sell a house, but negotiating the highest price is the real challenge.

Charles Morley Hill lists negotiating as one of his key skills “With close to half a billion dollars worth of property sales to his name (ranging in price from $175,000 – $4,500,000), Charles has a wealth of knowledge and skill to get the very most for your property in all markets.”

6. Keep it short and sweet

The length of a great bio should be between 200 and 300 words, and around 2 to 3 paragraphs. Any longer and your reader will start to lose interest. Use short, clean phrases that are easy to understand. Lists are good.

We love the brevity of Nicholas Reeve’s profile.

7. Experience

Offer details of what you have achieved to show your experience. It gives confidence you can do the job well.

Grant Campbell has been selling for 24 years. That’s great. Even more impressive is the number of properties he’s sold. 600, worth over $125 million – you know he’s doing something right!

8. Knowledge – of the market, trends, technology & marketing

Sellers are looking for your expertise and they want assurance you’re up with the play to keep them ahead of the bunch.

9. Give back to your community

Real estate can provide great rewards but people like to know you’re not just a taker. Show how you share the love.

Tommy Heptinstall has been a successful agent for 30 years but continues to be respected for his attitude of giving generously –  “to major companies, schools and charitable organisations as an entertaining auctioneer and motivational speaker who tells it as it is.”

10. Proven results and award recognition

Clients want proof you can do a good job for them. Include testimonials from past clients and tell sellers how successful you have been.

Yvonne Craig-Simpson cements her reputation and track record by selecting quotes from clients who have been impressed with her service.

Most sellers don’t have much experience with real estate agents. Make the search easy by including statements that show you have the right qualities as keywords. You’re sure to improve your odds.  

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