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Latest Real Estate News from RISMedia

Podcasting for Real Estate: Top Tips to Get Started

Vanilla marketing, or the sorts of things every REALTOR® does, is popular—but does it always work? Not as much as a podcast can, Seattle-based broker Phil Greely says.

Greely and colleague Tyler Jones started their own podcast, Rise Seattle, two years ago. The goal? To boost their marketing and bring something fresh and new to their business. They were surprised at the impact the podcast show had. Greely now sells $20 million a year in total volume, and is the producer and co-host of Rise Seattle Podcast (@theRiseSeattle).

A family man and father of three, Greely encourages agents to start their own podcasts. It might sound intimidating, but all it takes to create a podcast is to “capture your audio and host it somewhere where interested listeners can find it,” he says. “You don’t need a lot of gear to get started, either. Don’t overthink it—you don’t need to go into a sound studio…all you really need is to go into a quiet room somewhere with your cell phone, hit record and start talking into a recording app, and you have a file for a podcast.” Then, just get a sound engineer to “clean it up,” or remove the static and background noise and handle technical aspects, like adding intro music, he suggests.

Greely started in real estate in 2004. By 2014, he realized his marketing was “pretty vanilla, and pretty much the same stuff everyone in real estate has been taught to do.” That’s when he decided to start his own podcasts.

“I just wanted to reach a different audience,” he says.

He and Jones have been doing their podcast for the last two years and are already seeing the fruits of their efforts. Startup costs for a podcast are less expensive than you’d think, he says; roughly $1,000. Greely and Jones bootstrapped their podcast:

  • Greely’s per-episode cost was only $150 for a sound engineer.
  • He paid a friend $300 to set up his podcast website.
  • Show notes were $40-$60 per episode for a copywriter.
  • Logo and graphic design were $100 to a friend.
  • His music for the show’s “bumper” music (music leading into and out of the podcast) cost him $250.
  • He turned to an online course and split the $1,500 cost with his co-host.

Tips for Starting Your Own Podcast

  • “Understand who you are,” he says. “If you work well with other people and you are willing to work through challenges with a partner, then do it.”
  • If you work better alone, then work alone.
  • Expect to encounter a learning curve with where to host your podcast and how to get started.
  • Learn how to tell your guest’s story so the guest is the hero, not you.

Where Greely Uploads His Podcasts
Greely uploads his podcasts to www.libsyn.com. The website points your podcast to the different podcast sites like Apple, Spotify, etc., he explains. The site starts at $5 a month, but Greely says he pays $10-$15 a month for the services they receive.

What, or who, do you put on your podcast?
If you’re not sure what to talk about on your podcast, think about taking a course on storytelling. Listen to other podcasts for ideas. Greely and Jones took a class at www.StoryBrand.com to learn how to spot, write and tell a story. Just talking about yourself and your business gets old, but topics around what’s happening in your city or neighborhood, from the serious—like homelessness—to the fun events and happenings, make the podcast diverse, interesting and relevant to listeners.

Greely and Jones chose to focus on their community, areas of expertise and real estate. For others, that expertise can also be real estate, or your community, or some other aspect of what you know, from finances to local business to school topics. Go interview a new chef, banker or store owner. It doesn’t necessarily have to do with real estate, but it positions you as a local expert in your community, he explains.

What podcasting really does, Greely points out, is put you in front of people of influence who might not otherwise give you their time. For instance, a former Seattle mayor who happened to be on Twitter when President Trump’s travel ban came down was tweeting about the impact of the ban on the city. Greely saw that and invited him to come on the podcast and speak about it, and the former mayor came down to the studio the next day to appear on their podcast.

“He sat down for a couple of hours with us to talk about the ban,” Greely says. That interview about the travel ban turned into another, different idea for a podcast about a sports arena with a member of the Seahawks team. That interview hasn’t happened yet, but it’s on the horizon.

“That was my podcasting ‘a-ha’ moment,” Greely says. “That conversation was something that never would have happened if we hadn’t been willing to share our platform and be engaged with our community.”

Where do you promote your podcasts?
Promote your podcasts the same way you promote anything: through Facebook, Twitter, Instagram and wherever your audience is. Create a story around the subject; use a short video or photo. Tag the guests and give them the assets to share, especially if you have a big guest who is promoting the podcast to their audience.

How does a podcast help you and your business?
The more you put out into the world media-wise, the more people are going to be aware of who you are and what you do. Those connections lead to referrals and business. Positioning yourself and your expertise can mean being seen as the expert by other REALTORS®, as well.

To hear more of Greely’s media-savvy secrets, including a new vlogging project, listen to the complete webinar here.

McNease_Patty_60x60Patty McNease is director of Marketing for Homes.com. For more information, please visit connect.homes.com.

For the latest real estate news and trends, bookmark RISMedia.com.

The post Podcasting for Real Estate: Top Tips to Get Started appeared first on RISMedia.

10 Tips for Paid Ads on Social Media

The following information is provided by the Center for REALTOR® Development (CRD), with assistance from Lauren Hampton and the Podfly editorial team, and is a recap of CRD Podcast Episode 16.

The Center for REALTOR® Development (CRD) Podcast Episode 16 is the second in a three-part series on technology that focuses on paid advertising, specifically in social media. Host Monica Neubauer‘s guests are Jamie Slough and Mor Zucker, two broker associates with Kentwood Real Estate Cherry Creek, who have established themselves among the upper echelon of those who specialize in the marketing of luxury properties.

The duo’s comprehensive marketing and technology backgrounds, coupled with their affiliation with the world’s foremost luxury property networks, have enabled the top-producing brokers to secure distinctive listings while others fall short. Slough and Zucker have won multiple awards for their work, including the Best Overall Marketing Package Agent Award (2017) and the booj Award (2016), and are multiple-time award nominees for categories such as “Most Innovative Marketing Technique” and “Outstanding Social Media Savvy.” In addition, Zucker is the founder of The Denver Ear, a media outlet that focuses on local events, restaurants and family activities in Denver. The Denver Ear currently has over 150,000 unique readers per month.

With the rise in technology, clients themselves now have access to all the listings on the MLS, as well as other off-market listings. The role of a REALTOR® has expanded to be the voice of the industry, as well as a transaction manager. The competition is high online, and you can’t necessarily depend on what you’ve been doing in the past to be effective now. You have to at least have a presence online, or it could end up being a huge detriment to your business.

Social media is where the people are, and agents need to get their social media up and running so they can stay in touch with the clients they already have. Slough and Zucker have had a lot of success and positive feedback about their social media presence. One of the big things they focus on is making their posts interesting, and including a lot of lifestyle items in their posts. They also discuss the importance of investing in your social media; you have to pay to play. Before you decide that social media doesn’t work for you, make sure you are investing the same amount of money into social media advertising as you are any print advertising. Slough and Zucker break down what they do and how they approach things. Here are their top 10 tips:

  1. Don’t be intimidated. Don’t let the fact that you think you can’t do something prevent you from exploring and experimenting with different technology. Many video apps are increasingly user-friendly, and you won’t know what works for you until you give them a try.
  1. Leverage business pages. If you’re wanting to make social media part of your routine, it may be helpful to use a page manager so you don’t get distracted by the social media apps. You can also create a business page for your Facebook (business.facebook.com). Facebook Ads are a big way to advertise. When you go through the business page manager, you have more control, and it also tracks and provides analytics of your marketing.
  1. Do A/B testing. Do A/B testing frequently so that you can test what content or ads do and do not work with your audiences. By changing different variables, you can test what combination of efforts and technology will maximize your return.
  1. Clarify your objectives. Make sure you are intentional about what it is you’re trying to achieve with your ad. For Slough and Zucker, the call-to-action varies based on the goal of the post or the ad campaign—but, in everything they do, the overall goal is to direct people to their website. The post leads people to their website, where they might be prompted for further information. Directing traffic back to the website helps them track statistics and evaluate results. As an agent, your website needs to add value to your clients. Always think about the consumer and why they should come back to your website.
  1. Cross-promote for maximum exposure. Zucker also has a lifestyle blog, and the crossover here is very intentional. One recommendation she has for this is to write what you know about—your expertise will show through. On the lifestyle blog, the only advertisements they use are exclusively for their real estate business. The blog is linked on their real estate website, as well, so it works as a two-way street. They defer to their clients for ideas and recommendations for the lifestyle blog. This helps to keep previous clients engaged and involved. This idea of the lifestyle blog can be translated to other outlets in the same way—maybe you have a video blog or a podcast. The crossover can be shared with any marketing outlet.
  1. There is power in the pixel. One new thing Slough and Zucker are trying is Facebook Pixels. The pixel grabs data about the people that visit your website, and holds that data so later you can determine how to retarget (serve up additional ads) to them. Installing a pixel is quite simple—it’s just copying and pasting one line of code.
  1. Make content that is visually engaging. People are visual creatures. They come to social media to escape the boredom of their everyday lives. Make sure your ad is mostly visual; a photo with a little bit of written content is more effective than one with lots of text. People also like when other people are in your videos and your clients can relate or see themselves actually living in a home or location.
  1. Authenticity is important. One of the important aspects of how Slough and Zucker use social media is in their intention. They post when it makes sense, and try to be authentic in their posts. Be careful not to mix business and personal too much. They do share some of their business posts on their personal pages, but it’s very strategic. You don’t want to clog your personal newsfeed with your business posts.
  1. Don’t go chasing waterfalls. In other words: Don’t try to do everything all at once. Pace yourself and play to your strengths. In their social media journey, Slough and Zucker learned that you can’t do everything well, so it’s better to choose one or two avenues that you excel in and push really hard at those, and don’t try to do everything.
  1. Be prepared to respond promptly. Before you spend any money marketing online, make sure you are ready to respond to your clients and viewers. Systems need to be set up for the appropriate follow-up. You have to be ready to follow up with any inquiries you might get online. It’s important to respond promptly, so it’s a good idea to make this part of your daily schedule.

To hear the entire conversation, be sure to stream the episode from the podcast website, or look it up on whichever podcast marketplace you subscribe to.

For much more about marketing, social media and virtual tools for your real estate business, check out NAR’s e-PRO® Day 1 and 2 online bundle, which is the educational requirement for NAR’s e-PRO® certification. This certification aims to help real estate professionals broaden their technology skills to connect effectively with today’s digitally-savvy consumer.

The Center for REALTOR® Development’s monthly podcast focuses on education in the real estate industry. It addresses formal education programs (such as those from NAR) and informal sources of industry knowledge (such as peers and mentors). Its intended audiences include REALTORS®, real estate professionals, allied professions (such as appraisers and lenders), educators, education providers and consumers. To listen or subscribe, visit www.crdpodcast.com.

For more information, please visit RISMedia’s online learning portal from NAR’s Center for REALTOR® Development (CRD) and the Learning Library. Here, real estate professionals can sign up for online professional development courses, industry designations, certifications, CE credits, Code of Ethics programs and more. NAR’s CRD also offers monthly specials and important education updates. New users will need to register for an account.

For the latest real estate news and trends, bookmark RISMedia.com.

The post 10 Tips for Paid Ads on Social Media appeared first on RISMedia.

Create Influence With Connection for High Profitability

Feeling blue because you lost a listing to a competitor? If you’re wondering why this happened, it may be the perfect time for a tune-up. Start by asking yourself the following question, and be honest with the answer: How do I show up?

With a few rare exceptions, like a family friend in the business, sellers make their decisions based on their needs, not your history of success. Have you made a conscious effort to update and redesign your first impression to meet their needs?

First, you have to get their attention. Here are a few strategies to pump up your first impression and keep them coming back:

Respond quickly. If you’re in a market with fast inventory, every listing opportunity counts, so when given the chance, create a “wow” experience from your very first contact. If your sellers choose to contact you electronically, respond quickly. Be sure your website, interactive voice response system, email and text are designed for instant notifications. Immediate response is a powerful first impression, so make every effort to be lightning fast with your response time to all leads.

Set yourself apart. When a seller contacts you to possibly list their property, set yourself apart with the delivery of a pre-listing appointment package.* This information isn’t promotional marketing material about you and your great service; it’s all about the seller. The cover letter sets the expectation of the next steps they can expect when they work with you. This package can either be delivered as a hard copy or sent digitally.

Prepare for showtime. When was the last time you spiffed up your listing presentation? When you arrive for the actual appointment, make it a real showstopper. You want the seller to see you as different and creative, with such impressive services that you become their only choice. Arrive with customized feather flags, riders for call capture (if signs are appropriate), a single-property website URL, a lead capture system already in place for their price range, a screen capture of your lead incubation reports, as well as the CMA. Begin by digitally demonstrating your premium marketing plan to visually engage the seller to interact as you review your special initiatives. Profile information, like your use of professional photography, video, geofencing and lead generation systems, before discussing the CMA.

Consider a makeover. Confidence comes with deep preparation, so take the time to design this meeting and make it positive, energetic and engaging. Take a look at how you present yourself. Where’s your energy level? Are you genuinely interested and excited to meet this new client? Are you clean, neat and appropriately dressed? Are you on time and highly organized with your laptop or iPad? Look the part of the superstar to get superstar compensation.

Pump up your engagement factor. Have you invested in advancing your communication skills to learn the best ways to engage with a variety of generational groups to be more relevant to their preferences? Top performers know that the real work lies in the rigors of purposeful practice on a regular basis. Update your social media sites regularly to be sure you’re relevant and to keep your information up-to-date and accurate.

Want the big bucks? Do a better job than the others and get more listings for more profits.

*For a complimentary podcast on how to best use a pre-listing system, visit http://bit.ly/2xoLk7L.

Murphy_Terri_2018_60x60Terri Murphy is a communication engagement specialist, author, speaker and coach. She is the author/co-author of five books, and founder of MurphyOnRealEstate.com. Contact her at TerriMurphy.com, MurphyOnRealEstate.com or Terri@TerriMurphy.com. For more information, please visit www.workmansuccesssystems.com.

For the latest real estate news and trends, bookmark RISMedia.com.

The post Create Influence With Connection for High Profitability appeared first on RISMedia.

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