Let’s talk to you about how to attract listings in your marketplace using YouTube In-Stream Ads!

I’ll put it like this: YouTube In-Stream Ads are what Facebook Boosted Posts were when initially released. My point is you’re gonna want to take advantage of ‘em!

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YouTube In-Stream Ads are essentially commercials that play before, during, or after a selected video on YouTube.

Additionally, there are a few different ad subtypes:

Skippable: the viewer has an option to skip the ad after five seconds. This format utilizes a CPV (cost-per-view) bid strategy so the advertiser only pays when a viewer watches 30 seconds of the video (or the full duration if it's shorter than 30 seconds) or interacts with the video (e.g. clicks a link).
Non-Skippable: the ad may not exceed 15 seconds and doesn’t provide the viewer an option to skip. This type utilizes a CPM (cost-per-thousand impressions) bid strategy and so the advertiser pays whenever the ad is shown regardless of how long its viewed.
Bumper: same as the Non-Skippable variation except that the ad is limited to a max of 6 seconds.

From a strategy standpoint this training centers around LISTING ATTRACTION 🏡. A couple of months back I did a livestream with Tom Ferry business coach, David Caldwell, during which we discussed how he’s been publishing simple Market Update Videos once-a-month and targeting homeowners in his local marketplace using skippable in-stream ads.
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The 10-minute video above presents a STEP-BY-STEP TUTORIAL on how to run these campaigns—screen sharing, examples, and all.

Please note, the training assumes you’ve already setup a Google advertising account. What’s more, I’m working in Google Ads “expert” mode, not “express” (a.k.a. “smart”) mode. Here’s how to swap, just in case.

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Back on topic: David runs each ad for 30 consecutive days at $5 a day and, on average, he’s paying between $0.02 and $0.04 a view. And it isn’t just David—it’s been the same for many of his personal coaching clients as well as several of mine. Now here’s the punchline: whenever David’s cumulative views tally-up to 20,000—like clockwork—his phone rings with a “Come-List-Me!” 🏡 call. If you do the math that’s basically $400 to $800 per listing.

Sounds good to me! We (desperately) need the listings, friends! Perhaps you caught the WSJ’s recent report that there are currently fewer homes for sale in the US than there are licensed real estate agents 😳. Granted, it’s typically not too far off of that figure in normal markets—that’s just a headline. Notwithstanding, inventory is significantly lower this year, no ifs, ands, or buts about it.

Also, consider that most homeowners rely on regional or national news outlets to learn about what’s happening in their local real estate markets. Nope—not gonna cut it! Personally, I believe it’s incumbent on agents to act as “knowledge brokers” at a hyperlocal level.

Why else would you suppose David’s phone rings every 20,000 views? Certainly, I could wager it’s just a matter branding and positioning—homeowners keep seeing David’s face, he seems competent, and, because he’s top-of-mind at the right time, they dial his number.

Far more than that, however, I think it boils down to the value of the information he’s providing. Frankly, how could it be anything else when viewers elect to watch 80% of a video advertisement they could’ve skipped ⏭ after the first five seconds? It’s because the information matters to them! Otherwise, how’s a prospective seller supposed to make an informed choice about whether or not to list, when to time it, or how to navigate through local conditions and competition? My advice: supply the info; be the knowledge broker.
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Please leave a comment, and/or tag a friend or peer who might also benefit from this training. Additionally, if there are other topics you’d like for me to build a training to support, please let me know 😃