Each week I try to write a blog post to focus on your business success. This year I am going to start adding video blogs. My goal is to keep up with a weekly blog. Writing takes time and videos are easier for me.
Creating video is easy. Even if you don’t want to be on camera, you can build awesome videos. Using today’s smartphone, anyone can be a videographer.
The starting point:
- Create videos with your smartphone
- Keep the phone horizontal (unless you are on snapchat, messenger or Instagram live!)
- Pick a subject
- Write 5 to 10 bullet points on a sheet of paper (REALLY BIG so you can read it)
- Then create your video – if you don’t want to be seen, make sure what you are sharing is relevant.
- Post the video
Sample video – Cory Little- Basketball
Next steps – Creating a 60 spot! Think of 30 to 60 seconds as a commercial. When you watch TV most commercial are 60 seconds or less.
- Create a few video clips with your phone
- If you have an iPhone add those videos to iMovie.
- If you have a droid phone consider ViviVideo to build your commercial (60 second spot)
- With these apps, you can shorten your clips and add the best parts of the video.
- You can also turn off sound, add music and add still pictures. I use wordswag, Over, grid apps, legend and quik to enhance my 60 second videos. Want to learn how? Click now and invest in your business.
Sample video – Parks in West Chicago
- It’s not required to plan your live video – but you can plan your live video using the “The Starting point”
- When you go live start talking even if no one joins you. Why? When you end your followers can watch the video later.
- Shorter live videos on Facebook allow the user to add captions after the video ends.
- Short videos are great for repurposing on YouTube and other social media sites.
- Let your live video or video rest for 24 to 48 hours before paying for advertising
- Share your live video to your personal page to gain traction on your business page
- Add a photo to your video using canva or picmonkey. Any tool that allows you to build graphics.
- Boost your video and target a specific audience. You can also target your email database using the Facebook Ads Manager.
Snapchat, Messenger or Instagram Stories
- Build a story around your business
- Share tips on what you provide and how the consumer can benefit
- How to connect with you
- Behind the scenes information.
- Tell your audience when you will go live.
- Send an eblast to your database
- Welcome people into your live event
- Tell people when you will start the actual learning.
- How will you answer live questions? As they appear or at the end of the event.
- Horizontal video is important if you intend on reusing the video.
Use your video with a lead pages product to sell your information, products or videos. I use Leadpages to build my landing pages. A lead page allows me to capture information from the consumer and provide information, count down pages and so much more. This is the one tool I feel is a must have for any business.
- Share relevant content about your product or service
- Don’t give everything away in the video. Provide a link where the consumer or follower can purchase the full version or the item. Yes, your landing page built with tools like leadpages.
- Provide the steps for something! 5 steps to selling your home fast.
- 10 ways to leverage your LinkedIn account
- If you’re a real estate agent showcase the cities you work in or the best restaurants
- How to videos
- The steps to home ownership
These are only a few ideas for video. Take a few minutes and write down 12 topics, then break down each topic into 4 segments. Now you’ll have 52 videos you can create for an entire year. Yes, it’s that simple.
Want to learn how to create short videos on your iPhone? Join me on my Facebook Group. Smart Girl Media Live to get access.
As an agent, I am overloaded with inquires, potential clients, future clients and the ones that need my attention right now. Chaos was my best friend. My daily routine was working in chaos. I had to do something. So I did, I started using a drip campaign system that freed up at least 2 hours a day of my time. More time to work with clients, writing and lead generation. I was already using Mailchimp as an email marketing tool for my clients, however, I needed more.
I love using Mailchimp for email marketing. It works great when sending e-blasts to clients, agents, and strategic partners. This awesome tool to keeps me in front of my past clients, current clients, agents that request my schedule, and updates on the market place. Although I really love Mailchimp, I’ve come to realize that in order to be successful you need a drip campaign system. What is a drip campaign?
A drip campaign is an automated process that provides relevant information to your buyers and sellers based on their current stage in the buying and selling process. The campaign sends automated emails or text messages to your clients based on the emails or text messages you choose. Many systems have pre-created campaigns. Click and go! Takes seconds. I use Liondesk, a great tool for only about $25/month. I stay in front of the client while I work with active clients. No excuse, my buyers will always know I am in the business of selling real estate.
Things to know about Drip Campaigns:
- Drip Campaigns help you follow up with your clients automatically.
- Agents can build their own campaigns that send auto emails based on the information you want them to have.
- These campaigns keep you in front of the buyer or seller so they don’t forget who you are.
- Gives you the freedom to work with your “HOT clients” while the client in the incubation phase, receives timely updates on the market and the areas they’re interested in. Keeps you “Top of Mind” with the future client.
- Using a drip campaign let’s your clients know that you are still in the business of selling real estate.
- Allows you to re-direct your database to your social media or website.
- Drip campaigns can be used for past clients, current clients and future clients.
Example of a drip campaign:
Lead signs up for your offer on Facebook –>3 days later you send a new email with market information –> 3 days later you provide a link to “What’s Your Home worth” –> and so on. Great content keeps the consumer clicking –> you follow up via phone, email or text and schedule the appointment.
Once you’ve selected the best CRM start a drip campaign right away. Always ask for the new lead. You have not because you ask NOT. Most buyers start the home buying process online months before they reach out to an agent. So make sure you’re the agent of choice. Top of mind all the time. And by the way, When you upgrade your mail chimp account, building drip campaigns is are easier to build for any business.
The Quickest Way to Capture a Lead with the Least Amount of Money.
In 2001, I became a REALTOR and the only thing that mattered to me was whether or not I would make money. I wanted to generate a lead, with little to no cost, the fastest way I possibly could. I walked my subdivision, went to laundromats, and apartment complexes with doorknob bags I put flyers that said, “Warning Renting is Hazardous to Your Wealth”. Whatever i could to generate a leads with the least amount of expense. When I talk to new agents, agents that have been in the industry for many years, and those that are redefining their businesses all want the same thing. They want to generate and convert leads into closed transactions.
On April 16th, 2016, in my Cubs T-shirt, I went “live” on Facebook and talked to my followers on the steps to home ownership. The live event was only 2 minutes. In that 2 minutes I talked shared on:
- The steps to purchasing a home
- If you’re a college graduate you can purchase after graduation – yes, there are rules. Talk to a lender!
- How I can negotiate your down payment.
- If you’re paying rent you are paying a mortgage. Just not your own mortgage.
I didn’t look my best. However, the consumer often needs to see that we are real people. Even if, we can’t see because of the sun, if we have chapped lips, and no makeup there is an opportunity to generate new business.
From this short live video I’ve closed 6+ deals. In the first 24 hours one of my high school friends sent a private message on Facebook that he was already approved to purchase. This buyer closed in June and the other 5 deals closed before the end of October. The first days I build what are called organic leads. Leads that come from people that are already on my Facebook Business Page.
Take advantage of Facebook ADS. Below is a short video on using your email list to target your database. I don’t finish the ad, however, I show how to build the custom list using your network.
What you share on Facebook could hurt you! Yes, it’s true. Your network has the option to “HIDE and UNFOLLOW” your posts. “Say it isn’t so”, you say. Well, if you fall into one of these categories someone has already hidden you. Are you sharing:
If this is you, rest assure, someone has hidden your posts, unfollowed you, or unfriended you. I am never opposed to a great debate on politics, a heated topic in the news or asking for a bit of help to pick my next meal. But many times, we go too far when we’re not in a face to face setting. Social media is a great way to hide behind the screen. On social media, we are willing to say things that are inappropriate or harsh because people aren’t in the same room. So how can we make Facebook a great place to build a business and connect with our networks?
Facebook still holds the rank of being the #1 Social Media platform. It’s also a great way to connect with friends, family, businesses, people you might do business with and more. Although, there are many reasons our networks “HIDE and UNFOLLOW” us, let’s focus on business. Before the idea of social media when a business wanted you to purchase their products they used traditional strategies to entice us to act and buy.
- Cold Calling
- Television Commercials
- Direct Mail
- Door-knocking +
Today, if you have a home phone you’re probably not answering it, if you don’t recognize the number. Television commercials are skipped because we recorded our favorite program and can fast forward to the next scene. Direct Mail, although still affective, hits the mailbox then finds the recycling bin before we get back in our homes. Billboards are now digital and move to fast for most of us to view it before they switch to the next ad. Don’t even think about Door knocking at my house. I am not buying or donating unless you’re the local kid fundraising for sports or school.
Are you marketing on Facebook using one of these five traditional sales tactics? If so, expect to be hidden. This is what I am experiencing on Facebook. Recently, those that want my business are doing these four things:
- Tagging me in their upcoming events – If you’re tagging your friends on Facebook for an upcoming event it’s like taking over their space.
- Sharing only business related content – Business as usual, you say. Sharing only business content is like being on a pitch to sell something 24 hours a day. Really, I’ll let you know when I want what you’re selling.
- Using Messenger to ask me to LIKE their business pages – recently when I add someone as a new friend I receive an autoresponder that says, “Thank you for your friendship, please like my page.” Yep, I unfriend you!
- Sending a private message and, without a relationship, asking for the sale. I call this the “messenger – COLD CALL”. I already have a relationship with loan officers, inspectors, and attorneys. Please tell me why your private message will make me choose to work with you.
What does this mean? It means people are door knocking on Facebook. If you want someone’s business get to know them on Facebook. Engage in their posts and don’t go in for the hard sell. Consider attending a live networking event at an association, maybe a Women’s Council event, a chamber, or a real estate networking event.
Don’t lose your Social Media Connections. If you want to build a strong network on Facebook, engage, connect and share relevant content. Use your Facebook business pages for business and occasionally, re-share your business content to your personal page. Your personal page is meant for you to be personal. You wouldn’t attend a Super Bowl Party and only talk business. So why would you only talk business on your personal page. Is there a perfect day and time to re-share or post on Facebook? The more friends you have on a personal page the more often you can re-share your business content. I try to share from business to personal once a quarter. This is my reminder to my network that I am in the real estate business. Social media means just that, media where you can be social. With that in mind, let’s be social and build a strong network on Facebook.
Generate new likes on Facebook – Facebook made a few updates. Click MORE under the banner on your business page to invite your current friends.
- Millennials are clearly using this tool to communicate with their friends. All 5 of my kids use the tool daily. The 26 and and 25 year olds use it differently than the high schoolers. My youngest doesn’t snap as much but clearly uses the chat tool to communicate.
- Millennials and the generation are getting their news from this app in the Discover section.
- It’s a great way to build a story for business and build followers that might not follow you on Facebook or Twitter
- Snapchat uses geofilters. Not sure what that is? Small businesses can build their own filters to build awareness about their new products and services or to promote an event. I recently created a geofilter for a tradeshow and a geofilter for my kids homecoming dance. One of the filters from the homecoming dance generated 87,000 views. That’s 87,000 more opportunities for your business.
- We can create 10 second snaps and re-purpose those snaps on other social media platforms. Re-direct your current followers to Snapchat and share new or different content. A great place to build a short series of snaps about your business.
- Not quite ready for Snapchat? Create an account and let someone else in your company manage it for you. You social media team can create a behind the scenes experience. Bring your fans into your office.
Understanding how different generations are shaped will help you understand how to reach potential buyers and sellers when building your sales funnel. How do these groups think? How were they shaped? And How do they like to communicate?
- The Silent Generation – (Born 1925 – 1942)
- Some fought in World War II
- Korean War or
- Vietnam War
Consider the “Lucky Few” and a smaller group due to financial insecurity. Therefore, it caused families to have less children. Why the “Lucky Few”? This group is the wealthiest, healthiest and educated of generation elders than any other eldest group. They have a net worth on average of $228,400 and have set up trust funds for their grandkids.
Baby Boomers – (Born 1946 – 1964)
- Born after World War II
- Grew up during the depression
- More children born – The average number of children born per women as 3.09 post World War II.
- The age of the rejection and redefinition of traditional values. This is arguable.
- Also considered the “ME” Generation –
- “As a group, they were the wealthiest, most active, and most physically fit generation up to that time, and amongst the first to grow up genuinely expecting the world to improve with time.They were also the generation that received peak levels of income; therefore, they could reap the benefits of abundant levels of food, apparel, retirement programs, and sometimes even “midlife crisis” products. The increased consumerism for this generation has been regularly criticized as excessive.” (Wikipedia)
Generation X – (Born 1965 – 1979)
The accelerated generation. Considered to be highly educated, active, balanced, happy and family oriented.
Their worldview is based on change – “Mapping a Youth Culture in Motion, a collection of global essays, Professor Christine Henseler summarizes it as “a generation whose worldview is based on change, on the need to combat corruption, dictatorships, abuse, AIDS, a generation in search of human dignity and individual freedom, the need for stability, love, tolerance, and human rights for all. “ (Wikipedia).
Generation Y/ Millennials – (Born 1980 – 1994)
- Also known as the Millennials, Echo Boomers which refers to their size.
- Generation Me shows signs of confidence, tolerance, a sense of entitlement and some narcissism. This is based on the Strauss – Howe Generational Theory.
- 49% say the best years are ahead – Pew Research
- High student loan debt and employment – Pew Research
- Possible that the suburban Millennial will have helicopter parents
Generation Z – (Born 1995 – Present)
- AKA: Post Millennial, iGeneration, Generation Tech
- Growing up with technology
- Very comfortable navigating social media sites and the internet
- “innovative, entrepreneurial, and highly conscious of their futures and the challenges they face” Patrick Cooper
- Considered to be digitarians because they’ve always been connected to the internet. The first generation to have always been connected to the internet.
Ok, now that we have history and some understanding of different generations, how do we market to each of these groups to capture leads? How do they consume content? Each group is unique in how they consume content, when these groups view content, the type of content consumed and the times content is consumed.
Time Spent Consuming Content
- 23% Millennials are consuming content 5 to 10 hours a week and 21% over 20 hours a week
- 27% of Baby Boomers are consuming content 20 hours per week
- The same is true for Generation X 23% are consuming content 5 to 10 hours per week
When is content consumed?
Generation X and Millennials are consuming content late evening between 8:00pm and 11:59pm at 35%. Where baby boomers are spending time consuming content early morning between 5am up to 11:59am at 18% to 22%.
What device is content being consumed on?
Overwhelmingly Generation X and Baby Boomers prefer to consume content on a desktop computer or a laptop. Where Millennials consume contact on a laptop, desktop or mobile phone.
Types of Consumed Content
Of all the content available on line Blog articles and images are among the top two preferred methods to consume content among all three generations.
Marketing to the generations
After reviewing how each generation is shaped we can build a pretty good picture of how each group can be reached with marketing. The silent generation is stable and will most likely read their mail and answer the phone. Baby boomers are online but were not shaped by technology. Therefore, traditional marketing is important when targeting this audience. Generation X is considered to be highly educated, sense of tolerance and likes stability. Millennials on the other hand are shaped by technology along with the soon to be iGeneration that will enter our market place. With this is mind millennials and the iGeneration generation are more likely to respond to online marketing.
What creative ways will you market to these groups?
- Know your audience – Who are your social media followers? What is their generational makeup? Are they engaging or just researching? Ages 18 to 49 are on social media at 82%+. Ages 50 to 64 65% are using social media. What does this mean for you? If you don’t know how your audience thinks you might miss out on a client opportunity.
- Silent Generation—this group will read their mail, newspaper & most likely answer the phone. They do research on social media. Or what I call research. Consume content in the morning. Target them with traditional marketing use one image that conveys emotion. Keep the marketing simple.
- Baby Boomers—this generation consumes content using a desk top or laptop. The content read comes from blogs, e-books, and reviews. Baby Boomers also search online during the AM hours. 8am to noon. This group places a higher value on face-to-face communication ad want to know what your business stands for!
- Generation X likes to read blogs, view images, e-books and case studies. They are most likely consuming content from 8pm to midnight. The same is true for Millennials. Avoid hard core sales tactics, make sure you are familiar with your market place with statistical data and combine traditional marketing with digital marketing.
- Millennials— Millennials are looking for referrals, they do their own research and will come prepared with questions they might already have the answers to. Have a strong online presence using blogs and social media. Be quick to adopt the latest technology trends.
- iGeneration—This group is born from 1995 to present. The oldest group is turning 21. Not quite ready to purchase but when they do this group will be extremely tech savvy. They are quick with technology. Get ready for this group and learn how to use digital technology. Content Marketing to the Generations
- Social Media & the Generation – Baby Boomers, Gen X and Millennials share content on Facebook, YouTube and twitter in that order. Facebook is ranked the highest. If your network includes the Silent Generation ad or Baby Boomers integrate direct mail with social media and digital marketing. Do you own research. Check your social media insights. What does the data tell you about your followers?
Your goals are set and you are ready to hit the ground running in 2016. Buyer leads are extremely important to a real estate agents’ business. I often hear agents and brokers say that “listings” are more important. Yes, without inventory buyers cannot buy a home. However, without a buyer the listing cannot sell. Let me help you reach your 2016 buyer goals.
I love basic tips for lead generation and using data to find a new lead. I’m always “SHOCKED” when agents get stuck on where to find the new lead. Sales isn’t rocket science. It’s building the funnel, working the funnel and remaining consistent. Here are my 8 suggestions to generate buyer lead generation.
Your Personal List
This list might include family, friends, former classmates, former co-workers and parents from your kid’s sport groups. Think out of the box. Who are you spending most of your clients with? These are people that might refer you if they knew you were a real estate agent.Can you think of more?
|Former Co-workers||The Kid’s Sport Groups||Church|
|Businesses you patronize||Your Spouses Network||Can you think of more?|
Recent College Graduates
Work with your local lender. There are programs available for recent college graduates for those that qualify.
1st Generational Buyers
Do you know there are people that grow up in families that have always rented? Might seem strange but there are many that don’t know they can own a home. Yes, you’ll need to educate, hand-hold the buyer from start to finish, and possible create a plan to save enough money for a down payment. You may even need to negotiate for assistance with closing costs. But if you do you’ll have a client for life.
Boomerang Buyers are coming back to the market place. It’s expected that 7.3 Million boomerang buyers will help the market over the next 8 years. These are people that lost their homes in foreclosure, short sales or deed in Lieu of foreclosure. Many have already repaired their credit and understand the value of home ownership.
Rental clients or Tenants
Check your Multiple Listing Service for people that rented out a property in 2015 that have a lease that will expire. I recommend looking at those that need to make a decision in the next 60 days. Download the list and build a campaign around that data. Your Multiple Listing Service might just be the hidden secret you’ve been looking for.
- Age 18 to 34
- Most Diverse Group in the U.S.
- Shaped by Technology
- Value Community, Family & work
- Invested in themselves – 47% have college degrees
- Sticking with the same employer
- Living with Parents longer
- 52 +
- 10,000 boomers retire everyday
- Most are financially stable
- Consider Downsizing and not necessarily moving out of state. They are downsizing to the cities they already live in.
Social Media Network
The power of a social media community can change the way you do business. Whether you are using social media or not social networking is a great way to generate a lead with little to no cost. Tell your network you’re an agent. Provide educational material on the market place. If your network is unaware that you’re an agent how will they know to refer you.
OK, Carrie! You make digital marketing and social media sound easy. Digital marketing and social media is easy. The challenge for most agents is time, maybe a new learning curve and doing the work. I’m a real estate agent just like you, so I understand that we don’t get paid if we aren’t generating leads and closing sales. With this in mind I believe you have to “take the time” to build a Facebook banner and other creative infographics for your business.
Pick a day, and an hour, and get to work. If you don’t take the time or plan to get your marketing done, you will not do it. Consider using these products add awesome images to your marketing portfolio. In order to compete in the next 5+ years we need to rethink how we market to consumers. The next generation is tech savvy and they love images. If you don’t believe me, watch your kids! They are accessing social media sites that allow them the option to upload images, view images, click on those images and view video.
So, how DO I build a social media business page banner? Well, it’s simple. There are many free products an agent may choose from to build banners, infographics and more. Below are four online tools that will help you build your graphics.
Do you need a Facebook banner? How about a graphic that shows stats for your market place? Canva is a great way to build Facebook Banners, Infographics, White Page graphics, YouTube Thumbnails and more. Upload your images and overlay text in minutes. This is a free and a paid graphic builder. When you select your graphic make sure to read. If you goal is to build free graphics, read and select the free options.
Use picmonkey to touch up a photo, design something new, build photo collages and edit your existing photos. Nothing to do but create your
online account. Great for the tech savvy agent. If you’re not as tech savvy, ask your kids for help. If your kids won’t help, ask the neighbors kids. The next generation is the “Click” generation and they will help you figure it out.
Word Swag for iPhone or iPad
Create awesome graphics with your smartphone in minutes. Overlay text, change the font, custom layouts. “It’s like having a graphic designer in
your pocket” (wordswag). Consider photogrid if you have an android phone.
I don’t have time to build the banner, graphics or edit pictures but I understand that I need video, graphics and a brand on the internet. If this is you, consider Fiverr. Fiverr is an online marketplace where you can hire someone to help with your business for as little as $5.00. Check it out. Fiverr has businesses that will transcribe, build infographics, video, Facebook banners and more.
Social media and Digital Marketing has changed the way we market our listings, information to the public, websites and direct mail marketing. The next step is to just do it. Get started building images for your marketing, social media and blog posts. Take the same image for your blog and add it to social media and your direct mail. When your new followers search for you your pages will have infographics, images that show your professional brand and that you are open for business. Take advantage of the above tools to build a strong personal brand. Check out my Pinterest board for examples.
Can’t make it to the National Association of REALTORS® Convention? Or maybe you can’t attend every breakout session. If that’s you join me as I blog LIVE about the conference at NAR Conference LIVE where I am a featured attendee. Click NOW to bookmark my page.
In addition to blogging for NAR, Marki Lemons-Ryhal, also a featured attendee, and I will be LIVE Streaming from the convention via Blab and Periscope. If you’re not familiar with these LIVE Streaming tools join us each Thursday on Blab at 7:00pm CST. Blab is a desktop, use Chrome, LiVE Streaming tool that’s also available for download on an iPhone. If you want to follow us on Blab from your droid phone use the Google Chrome browser.
Our Next Blab is with Katie Lance, highly requested speaker, on Periscope. Click NOW to subscribe to the blab.
We look forward to bringing great content and hope to motivate you to attend an NAR Convention.
Carrie J. Bey-Little, BW Agent, Speaker