We understand. But, we’re also here to tell you that digital marketing isn’t as intimidating as you think. In fact, it’s how you think about it that will help you excel.
To start, clear your mind of any preconceptions you have about digital marketing tactics, specifically social media ads and Google. They are, in fact, even better versions of the traditional marketing tactics you may be used to — here’s why.
Facebook as the neighborhood flyers
Think of Facebook ads as the “everywhere ads.” Sure, they only appear within Facebook, but users of the platform — including prospective buyers and sellers — scroll their feed more than a dozen times throughout the day, from the bus stop to Starbucks to work and back home (or, simply, while sitting on the couch).
In some ways, Facebook ads are the modern-day equivalent of flyers — taped to poles, posted inside cafes, and slipped into mailboxes around the neighborhood, in hopes that prospects will see them while going about their day.
People aren’t paying much attention to flyers anymore, though. Instead, they’re scrolling Facebook everywhere they go, and your ad could be shown to them every time they log in. Much like a flyer, that Facebook ad is a good prompt and reminder that you’re a prominent real estate agent.
Waze as a billboard
Although billboards haven’t gone the way of the dinosaur, they aren’t very effective for promoting specific properties or signaling to drivers that there’s an open house nearby. It’s a missed opportunity to capture a prospect’s attention while they are out and about, but there is a digital option: Waze, the wildly popular navigation app, is the perfect digital billboard.
Think of Waze like a billboard — or better yet, a for-sale sign — that pops up on someone’s phone when they are close to your listing or open house. Ads on Waze are shown to drivers in three formats: as a pin on the map, promoted at the top of search results, and as a digital billboard that appears in the app when drivers are at zero speed.
Waze users don’t just drive by your sign and forget about it. Your digital ads are displayed prominently in the app, and drivers need only be nearby the property to see an ad — not right in front of the house or even on the same street. Waze, therefore, is great for promoting open houses and alerting those who regularly drive through the neighborhood to new listings.
Instagram as a TV commercial
Similar to Facebook, Instagrammers are in the app a lot — 42% of daily users report logging in multiple times each day. The biggest difference between Facebook and Instagram, though, is that Instagram is a very visual platform. Native, user-generated content as well as digital ad units are formatted for photo and video sharing. This makes Instagram akin to TV commercials.
People go on Instagram expecting an immersive and entertaining experience, not to read news or status updates. That’s why it’s the perfect advertising space for sharing your new, gorgeous listing photos and video walk-throughs. When users see them between posts or stories, it’s like social media’s version of a TV commercial.
Google as the Yellow Pages
Just as people used to use a phone book to find a plumber, real estate agent, or the phone number of the local car wash, they now turn to Google to search for the exact same things. Google has been adjusting its content over the years to give users a search experience that is more and more localized, just like the Yellow Pages used to do.
The Google business profile is a perfect example of a localized search result. This is the profile box that appears in the top-right of the screen on Google Search, shows up to the side of Google Maps, and at the top in mobile after you search for a business. It’s sort of like a digital business card or, better yet, an ad within the Yellow Pages.
When you search for a steakhouse, dentist, or real estate agent, Google will serve a local Google business profile adjacent to the search results that it believes is most relevant to your search.
It’s a fantastic placement, especially considering that 80% of home buyers use Google during their real estate journey. Want to really stand out on Google? Opt for Google’s Local Services Ads and its new Google Screened badge, the equivalent of that alphabetically-first spot in the phone book that gets more eyes and calls than anyone else.
How Homesnap can help
Still not up for conquering the digital marketing world all on your own? Don’t worry, you aren’t alone — and we can help in a few ways.
Concierge is a monthly ads program for unlimited listings that unlocks access to Google’s Local Services Ads, so you can get that coveted Google Screened badge and live, direct phone call leads (just like you might from someone searching the phone book and seeing you at the top of the page). It also includes Homesnap Pro+, so you’ll get a Google business profile as well.
If you want to pay per ad, Homesnap Pro Ads can help you with all your social media marketing needs, so you expand your reach, generate leads, and stay top of mind for prospects you’re nurturing. Our one-stop service manages ads on Facebook, Google, Instagram, and Waze. We’ll take care of every step of the process, from creating the graphics and copy to adjusting the placement, targeting, and budget settings so we can continually optimize performance as the ads run.
We’ll keep you posted on the progress of your campaign with an up-to-date performance report accessible from your Ads Dashboard. Doesn’t get much easier than that, does it?