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Inman Connect NY: Facebook & Instagram Data

I recently attended and spoke at Inman Connect New York, where more than 4,000 CEOs, tech entrepreneurs, marketing experts, top-producing agents and brokers, and financial services executives converge. It is the “Super Bowl” or Real Estate conferences.

One speaker that everyone was looking forward to was Scott Shapiro. Scott is the Client Partner and Industry Relations for Real Estate at Facebook, meaning that Real Estate & Facebook is his jam.  His session centered around the “Inside Scoop” of Facebook & Instagram Data along with best practices to hone your strategy on their platform. I have listed the key information from his talk below.

The Data:

1 of every 5 mobile minutes are spent in Facebook and Instagram

3 Hours per day are spent on mobile

>2 Billion users on Facebook per month

>800 million users on Instagram per month

>300 million users on Instagram Stories per month (keep an eye on this growth)

In the US, 194 million users access Facebook monthly via mobile / 93% of Monthly Active Users are on mobile.

 

Mobile & Facebook usage increases around the time people move:

58% of new movers solely have a mobile phone / 16% People 18+ check in on Facebook 16% more than they normally do.

Also top of mind content: real estate agents, moving day, a new address, installations, furniture and housewarmings.

Here are Scott’s 5 Steps to a Successful Facebook Ad Strategy

Step 1 – Choose the right ad objective

Acquire leads by using lead ads – Lead Generation is the only ad objective on Facebook and Instagram that allows you to add content forms to your ads. Within these contact forms, you can request names, emails, address or other relevant contact information for those that click on your ads.

Step 2 – Choose the right audience

There are many ad targeting options you can use to help generate online demand for your products or services.

Reach people similar to your most valuable customers. You can reach people who look like your best customers using Lookalike Audiences.

Keep in mind that you can create Custom Audiences from customer lists, people who’ve filled out a lead form from a lead ad, and more.

Note: People who meet any of your criteria can be included or excluded from a Custom Audience. For example, you can include people who visited a page selling dresses on a mobile device, and exclude those who have purchased one of those dresses in the last 30 days.

Step 3 – Reach more people more effectively

When creating your Lead Generation, website conversions or click to website ad, it’s recommended that you select the following placements:

  • Lead Generation
  • Conversions
  • Traffic

Step 4 – Capture your audiences attention

Your #1 content strategy should be to make “thumb stopping” visuals.

Now that you have the tools to create the right audience for your ad, here are best practices for running ads to get new leads.

Give potential customers enough information to take action. When creating a lead ad you need to provide enough context about your product or service.

Don’t overwhelm people with questions. The fewer questions you ask, the more likely potential customers are to complete your form.

Make it easy for people to answer your questions. You can add a maximum of 3 custom questions to your lead ad.

 

Step 5 – Create a great experience for potential customers

How to send people to your lead form – To gather leads for your business, we recommend using the Lead Generation objective and sending people to your lead form when they click on your ad.

How to send people to you website – If you want to capture information from potential customers but can’t use the Lead Generation objective, then try the Conversions or Traffic objectives and drive people to the section of your website where you can gather information.

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Facebook Changes 2018

The latest installment of our Onion Juice Podcast partnership is back this week with: Episode 123 – 2018’s Facebook Changes


 

Have you heard that Facebook changes are on the way? It’s understandable and lots of people love the things that Facebook is going to do.

Facebook has become less of an enjoyable place for many people to spend time, and that means the people we want to engage with aren’t spending as much time there either.

Why has it become so unattractive?

It’s because of all the clickbait and irrelevant posts that wind up in Facebook feeds. But the changes Facebook is making here at the beginning of 2018 are going to help us be more effective in reaching the very people we want to connect with.

On this episode, Jason Frazier and Neil Mathweg explain why.

 

Facebook’s changes are aimed people, not brands. But that’s a good thing for us “media companies”

It may sound funny to say it this way but the changes Facebook is making and its algorithm are focused more on people than they are on Brands.

Yes, Facebook is still an advertising platform and they will still sell advertisements and enable you to target their audience, but it looks like they are tired of user’s Facebook feeds being crammed full of junk.

On this episode, Jason Frazier and I clarify exactly what Facebook is doing, why the changes are happening, and the impact it should have on us media companies who happen to sell real estate.

 

Engagement bait won’t work anymore. Pay attention to this change.

If you have been using Facebook as a place to post clickbait type content, you are about to receive a big wake-up call.

Those kinds of posts will no longer even show up on Facebook feeds because Facebook has changed its algorithms. The post that will be highlighted the most are the ones that get engagement, actual comments and conversations going on.

That means as a media company that happens to sell real estate, you need to rethink your strategy and build relationships through Facebook, which is what you should have been doing all along.

On this episode, Jason Frazier and I highlight the ways we can approach these changes that will be beneficial to us and to those we’re trying to reach.

 

These changes are WONDERFUL for relationship marketing.

If you’ve been using Facebook and social media in general for that matter to build relationships with people so that you can serve them better, you’ll be happy about the changes that are coming to Facebook in 2018.

It’s wonderful to know that all the junk that is aimed at getting people to click, share, and take some sort of action to purchase the product, are going to go away. Facebook’s plan is to highlight engaging content that truly connects people.

Isn’t that the purpose of social media in the first place?

I love it, and on this episode, Jason Frazier and I are going to discuss how you should think about these changes in why you should consider it to be a good thing.

 

Live videos will be even more important!

If you have already been doing live videos you know the power they have when it comes to engaging with people.

That is exactly the kind of results that Facebook’s changes are aimed at producing. That means that live video is going to rank much higher and be more noticeable in Facebook feeds than ever before.

So if you are not doing live video, you need to start. Figure out a way to focus on a cause or a topic that will engage the audience you’re trying to reach.

That’s going to make your posts rank higher, give you the opportunity to build authentic relationships so that you can be known, liked, and trusted, and eventually wind up with new customers because of that engagement.

This episode highlights everything we know so far about the Facebook changes coming down the pike.

 

Listen to the episode

 

Episode Outline

  • [7:33] Facebook changes are freaking people out – Jason’s going to run it down
  • [8:06] A new focus on relationships with people
  • [8:48] How the Facebook changes are being implemented and what it means for you
  • [12:15] People who’ve been doing this wrong (non personal) are going to be hit
  • [18:04] Why you should never hire another company to post on your behalf
  • [22:45] We aren’t sure what tactics are going to work – but be personal most of all
  • [25:20] Working to adapt to the changes can be an exciting thing
  • [30:20] Why Jason has stopped making jokes about LinkedIn

 

Resources & Links

 

Subscribe to The Onion Juice

Onion Juice Podcast on Apple Podcasts Onion Juice Podcast on Stitcher

Subscribe to The Onion Juice wherever you get your podcasts. And thanks for listening!

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How to Start A Video Blog (Vlog)

Week 5 of our Onion Juice Podcast partnership with:

Episode 120 – How to Start A Vlog, with Caleb Jahr

 

Caleb Jahr.On this episode, I talk to my friend and coworker Caleb Jahr about vlogging. Yes, I said vlogging. If you are unfamiliar, vlogging is a video blog.

Caleb is one of those real estate agents who understands that being a media company that happens to sell real estate is a great way to build trust, be vulnerable and real, and help people get to know you.

Caleb talks about how he turned a discouraging piece of advice into a successful brand, and how vlogging can add value to your real estate business.

 

The challenging way is probably the right way

Caleb Jahr YouTube.Sometimes the traditional approach is the right approach. In Caleb’s case, that is just the opposite. Soon after starting out as a real estate agent, Caleb approached a mentor to ask about how to sell real estate.

His mentor, while well intended, offered that his vlog seemed scattered and made him vulnerable, and he was not sure how it was helping Caleb. This of course would be discouraging, so Caleb stopped vlogging…and the world waited in anticipation for him to publish more content.

When he finally started publishing again, he got tons of positive feedback. I should know, I’m addicted to watching his stuff.

Caleb’s vlog, which he publishes to a few times a week, documents what he is working on in a day, or life events, such as the birth of his new baby.

 

You are one piece of content away from breakthrough

The Beatles.Caleb’s videos have not gone viral yet, but that does not discourage him. The reality is, if you are publishing content to YouTube, Facebook, or Instagram, you may be one piece of content away from a breakthrough.

You never know what video or picture or caption may speak to someone, who then shares it or likes it and launches your real estate business to new heights.

 

The long game is 18 months

Photographer.If you are thinking about starting a vlog to help you sell real estate, keep in mind the long game. On average, it takes 18 months of consistent content before your brand may gain momentum.

Don’t get discouraged if you publish a video and only a few people like it initially. At some point, people will look back and see that you have a long history of pushing relevant content, and that will help you build even more credibility!

 

So you want to start vlogging?

iPhone Video.So, you want to start a vlog? Caleb Jahr is someone you should pay attention to in this space. He has even published a video that details the process of how to start a vlog!

His advice to agents just starting out is to not overthink it.

Nobody is automatically comfortable on camera, content does not have to be polished and perfect, people (usually) don’t yell at you for having a camera on all the time. He also said that when he first started, he did not publish consistently, and that may have hurt him a little.

He recommends figuring out a schedule, then creating a theme or an overall story that you want to tell.

In the post-editing, add some upbeat music and keep the video short. Check out his “how-to” video below!

 

Caleb Jahr’s How to Vlog (On a Budget)

Here’s the full video! Check it out, it’s only 5 minutes long. You’ll be glad you did!

 

Listen to the episode

 

Episode Outline

  • [1:15] Neil on how vlogging can help real estate agents
  • [10:00] Neil introduces Caleb Jahr live in the studio!
  • [12:00] How Caleb got started Vlogging
  • [13:15] The traditional approach may not always be the right approach
  • [18:00] The Youtube vs. Facebook dynamic
  • [20:30] Caleb shares how to vlog

 

Resources & Links

 

Subscribe to The Onion Juice

Onion Juice Podcast on Apple Podcasts Onion Juice Podcast on Stitcher

Subscribe to The Onion Juice wherever you get your podcasts. And thanks for listening!

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How to Build a Media Company: I Love Madison Podcast

Week 4 of our Onion Juice Podcast partnership with:

Episode 119 – How to Build a Media Company

 

What is the I Love Madison Show?

I Love Madison Logo.The I Love Madison show is all about connecting people in the community, especially the “trailing spouses.” If you moved to Madison because your spouse took a new job, it can be very hard to make new friends or find people who share similar interests.

Neil hopes the show will help people build community, and highlight all of the amazing places around the city that Madison residents enjoy.

Every week, Neil’s team will highlight a new meetup for you to explore, interview a Madison resident about their recent move and how they got connected, and feature a local influencer from the city.

As a result of these connections and community meetups, Neil gets the chance to meet people in the community, and if the need arises, offer his services as a realtor. This is the power of being a media company that happens to sell real estate.

 

The ILM Brunch Club

I Love Madison Brunch Club.I Love Madison is more than just a podcast! Each month leaders from the community will host an event called the I Love Madison Brunch Club.

This 90-minute event is designed to connect people to each other and to the needs of the community. Attendees will have 30 minutes to network, followed by 30 minutes of talks based on the idea of “lifestyle.”

After the lifestyle talks, there will be topic tables where community members can go to get more information on a particular subject or interest.

Neil’s goal is to launch the Brunch Club in January of 2018!

 

The Game of Magnets

I Love Madison Magnets.There are tons of fun things planned for the I Love Madison Show, including the Game of Magnets.

There will be magnets with a number and the I Love Madison logo all over town.

If you see one of those magnets you can take a picture of it and post to social media. This will “register” that magnet under your name, and put you in the running to win several prizes.

Check out the I Love Madison website, or Episodes 1-2 of the I Love Madison podcast on iTunes for more information.

 

The Madison Food Tournament

I Love Madison Food Tournament Bracket.Food is a great way to bring people together, so Neil decided to host the Madison Food Tournament.

Each month, he’ll choose a restaurant category to feature, then ask the I Love Madison listeners to submit their favorite restaurants. The submissions will be narrowed down to a top eight, then top two, and a champion will be crowned.

Make sure you check the I Love Madison website to be a part of it.

 

Listen to the episode

 

Episode Outline

  • [1:00] Sponsors
  • [3:50] I Love Madison Show – connecting people that are new to Madison
  • [4:45] Neil explains each segment of the show
  • [5:15] What is a trailing spouse?
  • [6:15] The I Love Madison Brunch Club – lifestyle networking
  • [7:40] The Insiders guide to Madison
  • [8:40] Game of Magnets
  • [9:40] Madison food tournament explained-
  • [11:00] The tide raises all ships – how being a media company can help you attract more business

 

Resources & Links

Subscribe to The Onion Juice

Onion Juice Podcast on Apple Podcasts Onion Juice Podcast on Stitcher

Subscribe to The Onion Juice wherever you get your podcasts. And thanks for listening!

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The Juice Bar Real Estate Q&A

Week 3 continuing our Onion Juice Podcast partnership with:

Episode 118 – Real Estate Q&A with Neil: It’s the Juice Bar! Dec. 18th

 

Question Mark.You’ve got questions. Neil’s got responses (take that, RadioShack trademark!)

The Juice Bar is Neil’s Q&A session of the Onion Juice Podcast where he answers real estate questions. In this episode, he talks ego, rejection, open houses.

The juice bar is open every 10th episode, so you can go back and drink up the previous Q&A episodes to hear questions other realtors have submitted.

And submit your own questions for future Juice Bar Q&A’s in Neil’s Onion Juice Podcast Facebook group.

Now, onto the episode…

 

A rising tide lifts all boats

Stranded Boat.As a real estate agents, we want to be successful, but it is easy to let that success go to our heads. I have encountered a number of agents that develop a large ego after attaining a measure of success.

Instead of staying humble, these agents elevate themselves over others and usually operate with a scarcity mentality or the mentality that they will not share success because they have to “protect what is theirs.”

I think that this mentality ultimately hurts the real estate industry and causes division between agents.

Contrastly, operating with an abundance mindset means that there is room for everyone to succeed.

If you are working alongside someone who has lost focus on growing together, continue running your own race. Stay focused on how you want to practice generosity and encouragement.

These are the things that will sustain your success long-term.

 

As an agent, how can I deal with rejection?

Dislike.Many agents struggle with the feeling of being rejected or passed over for a real estate deal. It can crush your spirits and cause you to feel disheartened about your work.

We’ve all been in that position. So here’s some advice to realtors struggling to maintain confidence through rejection.

First off, remember that you are not entitled to anyone’s business. You may be running ads, paying for leads and spending a lot of time looking for new leads. This can lead to a feeling of entitlement, and when that expectation is not met, it turns into frustration.

But this is business in a free market. Clients can and will make their own choices. You gotta earn it.

Secondly, I would advise you not to let your successes or rejections become your identity.

Neil has a list of resources that will help build your confidence and help you handle real estate/business rejection.

Text the word strength to 44222 to get your copy.

 

How can I drive traffic to my open-house events?

Open House Sign.Open-house events are a terrific way to network with people, build trust and create a list to reference later.

First off, some of you may just need to be more consistent with hosting open houses. Once or twice a month may feel like a lot, but you may need to host one everyone weekend, depending on your goals.

Make it interesting

You can also adopt a joint-marketing approach by partnering with other realtors to show several listings.

We call this a “poker run.”

Your guests travel to five different properties. At each place, your guests receive a playing card, and at the end, whoever has the best hand wins a prize.

Jason Frazier also suggests offering a bottle of wine as a free raffle item to your guests. Once the open house is over, you can reach out to the winner with the prize!

This is a great way to build trust and likability.

Be smart & hustle

It’s important to remember also that there may be multiple buyers who attend your event, so having other options available if the one you are showing sells is a smart idea.

There’s the old-school approach: knock on the doors of other houses in the neighborhood, to see if anyone is interested in listing.

If you are hoping to up your game in this area, check out this episode! You can also check out episode #101, which focuses just on Ideas for the Ultimate Open House.

 

Coaching or website: which is first?

Checklist.The best answer is…it depends!

Both offer tremendous value to real estate agents, so if you really want to expand your business, you should consider both long-term.

If you are just starting out selling real estate, and you don’t have a clear idea or plan as to the direction you want your business to go, coaching may help you get started.

Once you have that plan in place, you will need a place to send your leads and gather information, which is where the website comes in.

 

Listen to the episode

 

Episode Outline

  • [6:00] Welcome back to the the juice bar
  • [11:00] Question #1: What approach should we take when dealing with another agent’s inflated ego?
  • [18:15] Question #2: How can agents deal with rejection and lack of confidence?
  • [27:30] Question #3: How can I drive traffic to my open houses?
  • [33:00] Question #4: How can I get more client reviews for my website?
  • [36:30] Question #5: Should I invest in Roundbox coaching or an Easy Agent Pro website first?

 

Resources & Links

Subscribe to The Onion Juice

Onion Juice Podcast on Apple Podcasts Onion Juice Podcast on Stitcher

Subscribe to The Onion Juice wherever you get your podcasts. And thanks for listening!

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Don’t call it VA: Military Affiliate Virtual Assistant Network

Week 2 continuing our Onion Juice Podcast partnership with:

Episode 117 – MAVANs: Don’t call them VA’s. They’re so much more than that.

Leah Roe, MAVAN Network.Leah Roe is a well-connected woman. She’s in the Madison, WI area, and she spends lots of time giving back to the community.

When we first learned about the company she started, we new we had to tell her story. If you’re in real estate agent, DO NOT hire a virtual assistant until you hear this episode.

It’s a game-changer.

MAVAN: Military Affiliate Virtual Assistant Network

Best Real Estate Virtual Assistants: MAVAN Network.Leah said she had no intention of starting a business when she asked her sister to be her virtual assistant. Leah wanted to have a greater impact in her community through her work but realized she would need someone to help her handle all of the little details that seemed to eat up her day.

Her sister agreed to the position, and did such an outstanding job, Leah’s clients and connections started asking where they could hire a virtual assistant of such high caliber.

The result was the Military Affiliate Virtual Assistant Network.

MAVAN’s mission is to help military spouses reclaim or recreate their professional identities and help professionals increase their impact.

 

Identity + Impact

American Flag.The reality of being a military spouse means moving frequently, often with no control over the destination. Companies are often hesitant to hire military spouses, due to long onboarding processes and a high turnover rate.

Leah’s sister, Anna is a military spouse and has experienced all of these setbacks before becoming a virtual assistant.

As a MAVAN, Anna has been able to reclaim her professional identity, create another source of income for her family and be the ever-present parent that her children need.

The MAVANs Leah hires all have Master’s degrees and several years of business experience. This level of training ensures that each assistant is able to help professionals expand their business impact.

 

“Transformational” Relationships

Anna Machniak & Leah Roe, MAVAN Founders — and sisters!Leah says MAVAN creates relationships with impact-driven professionals that are “transformational, not just transactional.”

She looks for clients who want to connect with their assistants and help empower their careers.

For the MAVANs, working as a virtual assistant offers the chance to get excited about the work they are doing, provides career advancement opportunities and a community of like-minded individuals.

Leah creates these relationships by finding professionals and asking them what tasks are preventing them from making their biggest impact. Once she has a list of the tasks, she reaches out to the MAVAN network to see who is interested in that kind of work.

From there, she facilitates a conversation between the professional and the MAVAN.

 

Real estate agents & MAVANs

Like A Boss.As a real estate agent, your day may be filled with small tasks that are preventing you from making the biggest impact possible: scheduling showings, following up with clients, setting appointments, and managing your social media.

These things are valuable—until they prevent you from forming new relationships and acquiring new clients.

If you want to take your business to the next level, you should strongly consider hiring a MAVAN!

Listen to Leah Roe talk more about how she is helping impact-driven professionals on this outstanding Onion Juice episode!

 

Listen to the episode

 

Episode Outline

  • [4:00] The OJ has a new sponsor, Jason Frazier!
  • [9:30] Neil introduces guest Leah Roe, founder of MAVAN
  • [11:00] Leah explains the mission of MAVAN
  • [16:45] How professionals can impact the lives of military spouses
  • [20:15] What’s in it for MAVAN?
  • [23:00] How impact-driven professionals can use MAVAN

Resources & Links

Subscribe to The Onion Juice

Onion Juice Podcast on Apple Podcasts Onion Juice Podcast on Stitcher

Subscribe to The Onion Juice wherever you get your podcasts. And thanks for listening!

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Real Estate Branding: Consumers, Commodities & Cameras

We are beyond excited to jumpstart our Onion Juice Podcast partnership with:

Episode 116 – Real Estate Branding

Most people think that branding consists of your logo and a slogan that you pitch on your website and social media.

Our very own CIO & Chief Strategy Officer, Jason Frazier, joins Neil Mathweg to talk about what branding really is, common misconceptions associated with branding and how real estate agents can build a strong brand that helps establish trust.

3 Pillars of Real Estate Branding

Do your customers choose your brand first? This question gets right to the heart of branding. Branding isn’t about logos or slogans.

Branding is about forming a relationship with your customers — a relationship where they know your brand, they like it and trust it. Jason says branding is “what consumers say to other consumers about your business.”

Do consumers know about you? If they do, do they like working with you? Lastly, but most important, do they trust you?

These are the three critical pillars of growing a successful real estate business. Listen to the rest of the conversation to hear more about building a strong brand!

Commodity vs. Brand

There has been a recent shift in how people approach buying and selling real estate. Everything looks the same, agents are all using the same techniques and pitches, companies are trying to feel more personal and individual agents think they need to look for corporate.

Essentially, the real estate industry is being commoditized.

Jason shares that a commodity just results in a simple transaction, but a brand creates an experience and a uniqueness that people will want to experience over and over.

Camera-first Branding

For a long time, “branding” referred to your logo and slogan or the print material your company produced. In today’s camera-first world, logos and slogans are hardly relevant anymore, certainly in the real estate world.

Consumers relate to people, not slogans.

Jason Frazier says “the about page on a realtor’s website is the second most visited page,” a sign that people care more about who they are working with than what the company logo looks like.

If you are a real estate agent publishing content, don’t worry about polishing the content or making everything perfect, your clients don’t care, I promise!

Publish content, be personal and vulnerable, and make mistakes…it will pay off in the end!

Real Estate Branding Tools & Tips

Unlike your video and social media content, there are a few things Jason Frazier says every real estate agent NEEDS to do.

Take the time to set up a professional email.

It’s easy for free mail services to be replicated by malicious parties posing as you, which can cause huge headaches and even potential scams directed at your clients.

I am not going to work with a mortgage lender whose email ends in @gmail.com. It’s risky sending personal information over those channels and it makes it harder to establish trust.”

Get your own website in addition to a corporate bio page.

This offers some flexibility regarding the look and feel, allows you to present your personal brand, and “travels” with you if you decide to leave that company.

Jason also introduces an amazing service called G Suite, that allows you to streamline your process if you have multiple domains and emails to keep track of.

Listen to the Podcast below:

Episode Outline

  • [7:45] Neil introduces Jason Frazier
  • [10:30] The 3 pillars of branding
  • [13:00] How a strong brand can help you build trust
  • [17:15] Commodity vs. brand
  • [21:15] Why your “about page” is the most important page on your website
  • [26:45] Adopt a professional approach
  • [30:30] Jason explains G Suite software

Resources and Links

Subscribe to The Onion Juice

Onion Juice Podcast on Apple Podcasts Onion Juice Podcast on Stitcher

Subscribe to The Onion Juice wherever you get your podcasts. And thanks for listening!