Relationships vs. Research: How Sellers Pick Listing Agents

This graph (courtesy of 1000watt marketing agency) shows the top 6 ways home sellers find and choose their listing agents. 1000watt has effectively outlined where you should focus your time and energy to attract and win more listings.

I mentioned earlier this week that, per NAR, 81% of sellers go with the first agent they talk to. This highlights two key points. First, the importance of being that first call—this chart shows you where sellers are finding you, mostly through relationships and research. Second, 1000watt’s data explains why sellers often don’t bother talking with other agents: they either already know you (relationship), or they’ve vetted and compared you to others in advance (research).

If your marketing isn’t A. Reminding your database contacts to think of you for referrals, and B. Positioning you to win in online research—whether through reviews, agent directories like HomeLight, or other platforms—you’re definitely missing opportunities.

Sellers Want the Spotlight: Marketing Strategies for Top Listing Agents

What sets you apart from other listing agents? In today’s competitive real estate market, sellers expect more than just the status quo. They’re looking for innovative strategies that give their homes a competitive edge. Marketing a home involves more than just syndicating through the MLS. So, how are you stepping-up your sellers’ experience and ensuring their property stands out?

Consider Brad McCallum, who’s created a distinctive “seller stage” through his YouTube channel. His property tours aren’t just videos—they’re like HGTV episodes that captivate viewers and attract thousands of potential buyers. Sellers see this and think, “That’s the kind of exposure I want for my home.”

But you don’t have to be a video extraordinaire to create your own stage. The challenge is to find what works best for you in your market. Maybe it’s a well-curated email list full of potential buyers, a locally-concentrated social media following, or an event strategy that drives major buzz and press. The key is to think beyond the conventional methods and build a platform (i.e., a “stage”) that highlights your listings in a way that resonates with today’s sellers.

 The possibilities are endless, but the goal is the same: to offer something more, something memorable that makes sellers confident in your ability to market their home.

So, what’s your seller stage? How are you setting the scene to ensure your listings get the attention they deserve? The real estate market is evolving, and the agents who thrive will be those who continually innovate and captivate their clients.

Catch Buyers' Eyes with Weekly Real Estate Deals

You may have heard about Sharran Srivatsaa’s “Deal of the Week” campaign. If not, it’s pretty straightforward: a weekly group message highlighting a prime real estate investment opportunity, sent to a list of recipients.

This savvy campaign can spark interest and motivate potential buyers—plus it showcases your eye for an opportunity. But that’s not all; it’s also versatile. With more price reductions and rising days on the market, consider a “Deal of the Week” variation: the “Drop of the Week.” In this adaptation, you’ll highlight the most impactful price drop of the week.

Creating Share-Worthy Content: The Key to Instagram "Sends"

On Instagram, the ultimate measure of a post's success is no longer just likes or comments, but "sends." This crucial metric refers to how often users share a post via the paper airplane icon, primarily through direct messages (DMs).

Why are "sends" so vital? Instagram's data shows that user engagement through DMs is significantly higher than through feed posts. This makes DMs a powerful tool for increasing your content's reach and impact. Unlike TikTok, where messaging isn't as central, Instagram users actively use DMs to connect and share content.

When you post on Instagram, the platform tests your content with a small audience. If it performs well, it reaches larger groups of users. The key factor Instagram looks for during this process is how frequently your post is shared via DMs.

So, when you are creating your content for Instagram, think about how likely it is to be shared through DMs. Focus on making your posts engaging, relatable, and share-worthy to maximize their reach and impact.

Short-Term Savings, Long-Term Loss: How Cutting Marketing Affects Sales

Feeling frustrated because your listings are taking too long to sell? It’s understandable to feel the urge to cut back on marketing efforts to save money, but DON'T! While it might seem like a smart move to neglect social media, ditch professional videos, or trim your ad budget for short-term savings, this strategy won’t sell houses.

Every seller demands and deserves world-class marketing, and cutting corners can have serious consequences. In today’s competitive real estate market, if a listing isn't given a robust launch, it lingers on the market. When a listing lingers, it not only becomes less attractive to potential buyers, but it can also result in price reductions and longer sale times, causing frustration and financial loss for the seller.

So, rather than cutting back, invest in comprehensive marketing from the start. Doing so will give your listings the best chance to sell quickly and at their full value.

How to Win Home Buyers with In-Depth Community Tour Videos

What if you made a commitment to consistently creating super in-depth, high-quality community tour videos? Consider this: Buyers will naturally turn to Google and YouTube for answers to their questions and curiosities—e.g. “Should we move here or there?”—where they’ll come across your tours.

In terms of segments to include in your videos:

1. Lifestyle & Amenities: Highlight the area’s lifestyle, amenities, and activities.

2. Land Analysis: Analyze the land—the topography, geography, and what it means for residents.

3. Traffic & Transit: Share insights on traffic patterns, commutes, and transit options.

4. Real Estate Market: Discuss the real estate market: performance, trends, forecasts, and more.

5. Home Tours: Coordinate with happy residents to tour their homes, giving viewers an inside look.

6. Housing History: Highlight the community’s housing history—what was built, when, and the quality.

Imagine having a catalog of every community in your market. Think about how valuable that would be for potential buyers and how it could set you apart in the real estate world. What’s more, consider what prospective sellers would think of you—they’d see you as the expert of that area.

How to Be the “Dream Agent.” Effective Marketing Strategies to Attract Future Sellers

Are you the seller’s dream agent—the go-to when it’s time to list? Prospective sellers are paying close attention to see how you operate.

In a market where inventory is rising and homes are taking longer to sell, all eyes are on agents. Your ability to differentiate yourself through innovative marketing, personalized service, and effective negotiation tactics can make all the difference in securing new listings.

The Power of YouTube In-Stream Ads in Interruption Marketing

YouTube in-stream ads (i.e., the commercials that play before, during, or after other YouTube videos) have a knack for making real estate agents local celebrities—in a good way! The agents I coach often get recognized by strangers, friends, and family who spot their ads and can’t help but mention it. These ads act as a powerful pattern interrupt, making people stop and take notice.

In a way, it’s reminiscent of the old-school local TV commercials that created a bit of a “celebrity effect” by mixing local content with national programming—where viewers weren’t expecting to see something proximate and familiar. Unlike other online ads, YouTube ads don’t blend in—they stand out and capture attention.

So if you’re looking for a cost-effective way to achieve high recall and win attention in your local market, YouTube in-stream ads are a definite way to go.

Now, you might be asking how to run these types of ads. Click here for detailed steps on how to set them up and integrate them into your marketing strategy.

The Ultimate Tool for Real Estate Agents: Never Be Stumped Again

Navigating property showings can sometimes feel like stepping into the unknown, particularly when encountering unfamiliar features or gadgets. Fortunately, there’s a solution that effortlessly dispels uncertainties.

The ChatGPT mobile app provides an indispensable tool for real estate agents that seamlessly transforms mysteries into moments of clarity. With a simple snap and click, ChatGPT gives users instant answers, ensuring agents are always equipped with the knowledge they need to confidently guide clients through tours.

Say goodbye to those awkward moments of uncertainty and welcome a future where every showing is a smooth and informed experience. With ChatGPT at your disposal, uncertainties fade away, making every showing a testament to your preparedness and professionalism.

Elevating Transactions into Relationships: The True Value of a Real Estate Broker

Every sale has a story—and you play a crucial role in that story. So, a question for you: Are you positioning yourself as merely a “transactional” broker or a “relational” one? Don’t overlook how much your work matters. When you make the process overly transactional, you undermine your true value. Remember, it’s more than just closing sales—it’s about guiding people through one of the biggest and most emotional decisions of their lives. This is where they'll raise their families, create memories, and build their lives. Both buyers and sellers are navigating significant emotions, and they need you to be the steady force that helps them move forward. That’s what sets you apart.

Transform Your Instagram into a Home Seller Magnet: Are You a "Secret Agent"?

Are you inadvertently keeping your status as a listing agent a secret from potential home sellers on social media? In the world of real estate, where social media algorithms actively suggest content to users, it's essential to ensure that your online presence clearly communicates your role in serving sellers.

I once heard an agent recount how a buyer to whom he'd sold a house a few years earlier didn't use him to list and sell the house because he thought he was only a buyer's agent. Never assume anything and make it crystal clear to prospective clients exactly how you can meet their real estate needs.

So, how can you ensure that sellers recognize you as their ideal listing agent? Here's a strategic approach to optimize your Instagram profile for attracting home sellers:

1. Pin Your Listing Strategy: Start by pinning a post that outlines your approach to listings. This serves as a beacon, signaling your expertise and setting expectations for potential clients.

2. Highlight Your Successes: Utilize story highlights to showcase your achievements as a listing agent. By curating a collection of successful sales and happy clients, you reinforce your credibility in the eyes of potential sellers.

3. Craft a Compelling Bio: Your Instagram bio is prime real estate for a concise yet persuasive message. Incorporate a compelling call to action that encourages sellers to connect with you and learn more about your services.

4. Curate Seller-Centric Content: Regularly share content tailored to sellers' interests and needs. This could include local market insights, seller tips, or success stories. Each post contributes to shaping your brand identity and attracting the right audience.

Remember, every piece of content you share on Instagram is a building block in constructing your online presence. By strategically shaping your profile to cater to sellers, you can transform your Instagram into a powerful magnet for attracting prospective clients.

Buyer's Agents: Key Preferences of Homebuyers in Today's Real Estate Market

In the wake of recent lawsuits, settlements, and new regulations, how clear is the value of a buyer’s agent today? You might find it interesting that new research from @1000watt_agency offers a unique perspective on how buyers view buyer’s agents — there’s more to it than you might assume.

This study unearthed invaluable insights from homebuyers, highlighting the most cherished service offered by buyer's agents. Surprisingly, this service, which surpassed access to unlisted properties or negotiating a lower purchase price by a striking 2 to 1 margin, was the ability to conduct thorough due diligence on properties.

These findings underscore the indispensable role that buyer's agents play in today's real estate environment. Beyond mere transactional facilitation, agents serve as trusted advisors, guiding clients through the complexities of property acquisition with expertise and precision.

As we reflect on these insights, it becomes evident that the value of a buyer's agent transcends the transactional realm. In an era of abundant yet nuanced information, buyers crave guidance, advocacy, and assurance. And within this dynamic environment, buyer's agents emerge not just as facilitators, but as indispensable allies, steering clients towards informed decisions and successful outcomes.

Exploring Meta AI: The Future of Social Media Interaction

Meet Meta AI, Facebook and Instagram's latest innovation. Quietly, Meta has been crafting its own AI model, dubbed "Llama," now in its third iteration. It’s a robust large language model, on par with OpenAI's ChatGPT or Google's Gemini. Like these competitors, Llama excels at understanding and generating human-like text.

You can access Meta AI in three distinct ways:

• Through its dedicated website: Meta.ai

• By engaging in conversations within Facebook Messenger or Instagram Direct

• By utilizing the search feature within Facebook or Instagram

Meta AI represents a significant step forward in the democratization of AI technology. By integrating seamlessly into the everyday experiences of Facebook and Instagram users, Meta AI transcends traditional barriers to entry in the AI space. Its accessibility through various channels, including dedicated websites and existing social media platforms, signals a shift towards user-centric AI applications. This democratization not only empowers individuals to interact with cutting-edge AI but also fosters a more inclusive digital ecosystem where innovation is within reach for all.

Get More Real Estate Listings: Expert Audience Targeting Recommendations for YouTube Ads

YouTube ads pack a punch for a variety of reasons:

• YouTube ads are cost-effective: You only pay for views that last 30 seconds or more, or for clicks. If viewers skip before the 30-second mark, it costs you nothing, ensuring that you only invest in high-intent viewership.

• YouTube ads grab attention: Their unique format captures the audience's interest in a way that harks back to the golden era of TV commercials, making your ad memorable and impactful.

• YouTube ads offer advanced targeting capabilities: Leveraging these capabilities allows you to pinpoint ONLY the most relevant audiences. Here are my top FIVE target audiences to consider if you're looking to attract sellers:

  • Geographic targeting: Focus on your local area to connect directly with potential sellers.

  • Homeowners: Target ads specifically to property owners, perhaps one day considering a sale.

  • Future buyers: Engage those who are actively looking to purchase, as they often consider selling too.

  • Relocation clientele: Reach individuals planning to move soon, tapping into their current needs.

  • Real estate agents”: Target an audience searching for agents and reviews, a group often composed of prospective sellers.

On a scale of 1 - 10, how seriously are you taking your YouTube advertising strategy in 2024? If you need some step-by-step help running the ads, tap here.

P.S. Are you doing all you can to generate listing opportunities? Listings are the lifeblood of this business. Discover new strategies every month to fill your pipeline with a 14-day free trial of LISTING LEADS. You can access it here.

Harnessing Curiosity: A Path to Professional Excellence

Curiosity didn’t kill the cat—it made it a better hunter. The same principle applies to professionals in any field. Consider the leaders or teachers you admire—they’re always learning, always curious. They recognize that in a rapidly evolving industry like real estate, waiting for knowledge to come to you isn't enough. You have to actively chase after it.

By proactively seeking learning opportunities, connecting with industry peers, and embracing technological advancements, you can stay ahead of the curve and maintain a competitive edge. Curiosity isn't just a trait—it's a driving force behind growth and innovation.

DALL-E's New Paintbrush Feature: Precision Editing Made Effortless

OpenAI’s DALL-E now features a nifty paintbrush tool! This addition allows for detailed editing right within the images you generate. If you're working with DALL-E and need to refine your generated images, simply click the subject image to expand into full screen, where you'll find the paintbrush icon among other editing tools. With the paintbrush selection tool, you can select any area of the image and then, using a text prompt, direct DALL-E to make specific edits.

Whether you want to add an element, remove something, or adjust details, this tool gives you the flexibility to modify images to better suit your vision. Streamlining and managing your marketing efforts just got even easier!

Challenging ChatGPT: Websites Fight for User Engagement

In a digital tug-of-war, websites are tightening their ropes against AI's grasp, particularly taking aim at ChatGPT's innovative "Browse with Bing" feature. As your go-to for information beyond its training cutoff in April last year, ChatGPT relies on this feature to fetch, analyze, and relay the latest from the web directly to you. Yet, a growing number of sites are shifting their defenses, customizing their robots.txt to specifically block OpenAI (ChatGPT’s parent co.) from accessing their site’s contents.

The way I see it, this isn't just about controlling web traffic; it's a clear message: these sites want people on their pages, not the cold scan of AI web crawlers. They're betting on the charm of personal exploration to draw you back, time and again, to engage with what they offer.

YouTube In-Stream Ads: Your Key to Cost-Effective and Targeted Marketing

Surprisingly underutilized, YouTube In-Stream ads—the commercials that play before, during, or after a viewer's chosen video—are a potent tool waiting to be fully embraced in your marketing mix.

Here’s why you should look more closely into YouTube ads:

1. Remarkably Cost-Effective: Only pay for “TrueViews,” which means your budget is spent on viewers who watch at least 30 seconds of your ad, watch it entirely, or engage by clicking a link. It's an efficient way to maximize your exposure without draining your budget.

2. Unmatched Targeting Capabilities: YouTube Ads, through Google Ads, open doors to precisely defined audience segments. Whether it’s homeowners within your geographical area, individuals actively searching for a real estate agent, or prospects deemed ready to purchase soon, the specificity is unparalleled.

3. Television's Rival: Achieving the “I see you everywhere” status can be a challenge amidst the digital din. Having said that, YouTube commercials cut through the noise with a distinctive flair that captures attention, offering a memorable presence that resonates and sticks. It’s your way to stand out and be remembered, just like prime-time TV used to allow.

Running YouTube In-Stream Ads via Google Ads

• Access Google Ads: Log into your Google Ads account. Create one if you haven't yet.

• Create a New Campaign: Navigate to the "Campaigns" section, click on it, then press the "+" button to start a new campaign.

• Specify Your Goal: For a wider range of ad format options, create a campaign without a specific goal. This approach allows for greater flexibility in your campaign's setup.

• Choose Ad Format and Subtype: After choosing to create a campaign without a goal, select "Video" as the campaign type. This will automatically set your campaign subtype to "Video views," which is ideal for those aiming to maximize the number of views on their video ads.

• Campaign Details:

• Name Your Campaign: Assign a clear, descriptive name to your campaign for easy tracking and management.

• TargetCPV Bid: Target Cost Per View (CPV) determines how much you're willing to pay each time someone views your ad. Setting an effective CPV bid is crucial for balancing your budget with your desired ad exposure.

• Set Budget and Dates: Choose a daily or total budget for your campaign and set the campaign's duration. This helps manage your advertising spend over time.

• Networks Option: You may want to consider whether to include or exclude "Video Partners on the Display Network." Including them can increase your ad's reach, but because some partner site videos play automatically with sound off, it might not always result in engaged views. Weigh this option based on your campaign goals and budget.

• Geographic Location: Specify the geographic areas where you want your ads to appear. Targeting specific locations ensures your ads are seen by users in areas most relevant to your business.

• Ad Group Naming and Purpose: Ad groups help organize your campaign by grouping together ads with similar target audiences. Naming your ad group helps differentiate between various strategies or themes within your campaign.

• Audience Selection: Use the "Audience" section to target specific segments like homeowners or those actively searching for real estate agents. The "Interests & detailed demographics" option allows you to search for or select these segments directly. Custom audiences can also be created based on Google search behaviors or by using your own data for targeted advertising.

• Your YouTube Video: Insert the link to your YouTube video in the designated box, detailing where viewers will be directed upon clicking your ad. Separate naming for your campaign, ad group, and ad helps in organizing and tracking the performance of each.

• Bidding and Estimations:

• Bid Strategy: Input a Target CPV based on Google's recommendations or start with an initial bid, such as $0.05, if no recommendation is available. This strategy helps you manage the cost per view of your ad.

• Performance Estimations: Monitor the estimates provided in the right-hand sidebar regarding budget use and audience size. Ensuring your ad utilizes most of your budget and reaches a significant portion of your target audience is essential for campaign effectiveness.

Before launching, thoroughly review your campaign settings to ensure they align with your marketing goals. Verify the functionality of all links and the appropriateness of your video content.

After confirming the details, proceed to "Save and Continue" to submit your ad for review. Once approved, your ad will go live according to your specified settings.

Continuously monitor your campaign's performance metrics, such as views, click-through rates, and conversion rates. Regular analysis allows for timely adjustments and optimizations to improve your YouTube in-stream ads' effectiveness.

The bottom line

YouTube In-Stream ads offer cost-effective marketing with 'TrueViews' and unparalleled targeting through Google Ads. It’s time to elevate your brand, captivate your audience, and unlock the full potential of this powerful advertising tool to stay ahead in the competitive world of digital marketing

The Power of Buyer Agent “Mic Drop Moments” That Seal the Deal

Ever wondered what makes some buyers say, "This is the agent we need!"?

It's not about unlocking doors; it's about unlocking the insights that transform your clients' decision-making process. Buying a home is a monumental step for them, and it requires more than just a transactional relationship. It’s about forging a partnership where you, as a true knowledge-broker, bring unparalleled value to the table.

So, what's your buyer-agent factoid? That golden nugget of market wisdom that truly makes all the difference.

Here are a few ideas to get you started:

1. Local Zoning Changes: How upcoming changes could impact home values or future developments.

2. Housing Style Trends: Insights into what's coming in or going out and why it matters.

3. Market Shifts: Predictions on market dynamics and how they could influence investment timing.

These aren't just facts; they're conversation starters, perspective shifters, and, most importantly, trust builders. The right factoid at the right time can elevate you from a simple facilitator to an indispensable advisor in the eyes of your clients.

10 Proven Tactics to Boost Your Email Visibility and Sidestep the “Load Content Directly” Button

Have you ever noticed the “Load Content Directly” button in your emails? It's a small but significant feature in many inboxes, like Gmail, that plays a big role in how your emails are received.

Designed as a security measure, this button prevents the automatic loading of images and external content, guarding against spam and malicious content.

But what about legitimate emails like your newsletters? They too can fall victim to this filter, hiding your valuable content from your audience.

The list below prescribes ten strategic tactics to navigate past this digital gatekeeper, ensuring your emails get the attention they deserve.

1. Strengthen Sender Reputation:
   Consistently send high-quality, engaging content. Build trust with email providers by maintaining a low bounce rate and high open rates. This involves understanding your audience's needs and preferences, ensuring every email adds value.

2. Optimize Text-to-Image Ratio:
   Keep your emails predominantly text with a few high-quality images. Emails heavy on images are often flagged as spam. Ensure that your email looks professional and is readable even if images don't load.

3. Use Descriptive Subject Lines with OmniSend’s Tester:
   Craft subject lines that are clear, engaging, and free of spam triggers. Use tools like OmniSend’s free subject-line tester to optimize for clicks and opens, avoiding words that might trigger spam filters.

4. Encourage Whitelisting:
   Directly ask your subscribers to add your email address to their contact list. This can be done through a friendly reminder in the email footer, ensuring your future emails land in their inbox. Another prime opportunity to encourage whitelisting is during your initial engagement with new subscribers – include a friendly request in your automated welcome email, reinforcing the importance of receiving future communications directly in their inbox.

5. Regular List Maintenance and Engagement Analysis:
   Regularly remove unresponsive subscribers. Understand that engagement metrics differ across platforms. For instance, if your Gmail subscribers are largely disengaged, this can negatively impact your sender reputation with Gmail, even if engagement is high among Outlook users.

6. CTAs and Visible Links:
   Ensure call-to-action buttons and important links are visible as text, even if images are disabled. Avoid relying solely on image-based buttons to maintain functionality across different email viewing settings. Additionally, be cautious with the number of links in your email – overdoing it can raise red flags with spam filters, undermining your efforts to reach your audience effectively.

7. Test Emails Across Different Platforms:
   Regularly send test emails to different email clients to see how your content displays. Adjust formatting and content based on these tests to ensure consistency and readability across platforms.

8. Use Alt Text for Images:
   Always include descriptive alt text for images. This ensures that if images don’t load, your message still gets across. Alt text also aids in accessibility for visually impaired subscribers.

9. Consider Sending Plain Text Versions:
   Offer a plain text version of your email alongside the HTML version. This can increase deliverability, as plain text emails are less likely to trigger spam filters and the “Load Content Directly” button.

10. Educate Subscribers About Email Filters:
    Inform subscribers about email filters and the “Load Content Directly” button. Guide them on how to manage their email settings to ensure they always receive your content, like marking emails as “important” or moving them to the primary inbox. Keep in mind that email clients use a variety of signals to gauge engagement, going beyond just clicks and opens. Actions like filing, moving emails to different folders, or marking as important, all inform email clients about your content's relevance and engagement levels with your audience.

With these tactics, you're not just avoiding a digital hurdle; you're enhancing the overall quality and deliverability of your emails. Remember, it's all about building a trusting relationship with both your subscribers and their inbox providers. Implement these strategies, and you'll see a marked improvement in your email marketing performance.