Principles Real Estate Agents can apply from how airlines improve customer experiences

Real estate experiences can be a bit tricky to get right. When it comes to the home buying and selling process, clients often feel overwhelmed and stressed.

That said, it doesn't have to be this way. Looking at other industries, for example, you can see that certain types of “experiences” are delightful in and of themselves:  e.g. massages, dining, vacations, et al. In other cases, however, a good experience is more about “not experiencing” something, so to speak.

Consider the airline ✈️ industry, for instance. All airlines are in the same business: flying passengers from place-to-place. They all fly the same planes, at the same altitudes, the same speeds, and to the same destinations.

What differentiates one airline from the next, however, are the little things they do to enhance the customer's experience. Things like extra legroom, free checked bags, in-flight services or amenities, and stuff like that.

Interestingly, none of those perks have anything to do with flying, yet they make a significant difference in the customer's overall experience. (Especially with longer flights!) I’d argue the same kind of thinking can be applied to the real estate industry.

CHALLENGE:  what are some ways you could level-up your customer experience? Especially these days, as homes have been sitting on the market for longer periods of time—sort of like being on a longer flight, if you catch my meaning. Or buyers are struggling to find homes that meet their needs and wants in light of inventory shortages.

I’m not necessarily referring to enhancements like a better listing marketing plan or obtaining an impressive negotiation designation, per se. That’s all good stuff, of course—but what I’m talking about are small gestures, perks, and micro moments of delight that ease the journey. How could you give your clients a bit of extra leg room?

Attract More Listings: Key Strategies for a High-Ranking Google Business Profile for REALTORS®

Want to become the go-to REALTOR® in your area? Then you oughta optimize your Google Business Profile!

FACTS:  Google is (by a mile!) the top-used search engine, receiving approximately 8.5-billion searches daily. What’s crazy, though, is that roughly 46% of all those Google searches are conducted with local intent.

What I’m getting at is that potential clients are actively searching for businesses like yours in their area. What’s more, buyers tend to search Google for homes whereas sellers will more readily search for agents. So, if you want more “come-list-me” calls and listing opportunities, it’s crucial to have a strong online presence—especially on Google.

Here are some steps to help with optimizing your Google Business Profile:

• Focus on client reviews: Invite your past (and current) clients (especially sellers!) to leave reviews on your Google Business Profile. Doing so will improve your profile’s ranking and visibility and will also give potential clients the confidence they need to contact you as their REALTOR®.

• Keyword optimization: Make sure to include keywords throughout your profile (its Description, Services section, and elsewhere) that are relevant to the services you offer, such as "listing agent,” “REALTOR,” and where you do business. This will help your profile show up in relevant search results. It’s also important to dial-in keywords across your website, which is presumably linked to your Google Business Profile.

• Consistent media updates: Posting media like photos, videos, and updates on your Google Business Profile will not only keep your profile fresh and engaging, but it will also help to improve its visibility. If you’re willing to do a bit of extra work, try geo-tagging your photos to further cement your profile’s relevance in your local area.

Remember, when it comes to attracting listings, it's all about positioning your business in the best light possible. By optimizing your Google Business Profile, you'll be on your way to attracting more clients and becoming the go-to REALTOR® in your area.

How to Sell on Social without Sounding Salesy: Dog-Whistle Calls-to-Action (CTAs)

If you're looking to reach your target audience and make an impact on social media, it's important to understand the challenges that come with the crowded and cluttered feeds. Here's what you need to know:

• Most of your followers won't see your next post:  Studies show that on average, only around 10% of your followers will see your next post. Yikes! Just doing the math here… this means that 90% of your audience won't see whatever important message or call-to-action is conveyed in your post.

• Straight-up calls-to-action are a no-no: Dropping a straightforward call-to-action like "Call me at 555-5555 to sell your house today" will result in your followers unfollowing you. 

My advice… Use "dog-whistle" calls-to-action instead! Like how a dog-whistle is only heard by dogs, this type of call-to-action is subtle and only heard by those for whom it’s intended. Everyone else won't even notice it. (No, I’m not trying to compare your target audience to dogs—it’s just a metaphor.) It's a way to share an offer with your target audience without turning everyone else off.

Here's what you need to do to implement "dog-whistle" calls-to-action:

1. Identify the pain points of your prospective clients: Catalog the challenges and frustrations that your target audience is facing. E.g. an on-market seller who’s frustrated their home isn’t selling quickly or a first-time buyer who isn’t sure whether an agent can help them or not.

2. Address these pain points in your content: Continuously call ‘em out in your videos, captions, blogs, and so on to reach your target audience. Remember… most of your followers won’t see any given post… so you need to find a way to embed your CTAs into practically EVERY post.

3. Make it subtle: Like I said before, don’t make it overly obvious—like, “Call me today to sell your home… blah, blah, blah.” Doing that over and again is gonna drive your audience away.

Perhaps try something like this in your next video:

“I was at a listing appointment last week with a seller whose home had been on market and sat with no offers. Here are the immediate three observations I made that explain why a home doesn’t sell quickly.”

A video like that is actually about the 3 reasons aforementioned, which appeals to a far broader audience. However, if your home’s for sale but not selling, you’ll hear that dog-whistle loud and clear.

The Power of Retargeting: How to Make the Most of Your Social Media Content

In today's digital-first marketing environment, it's more important than ever to make sure your content is seen by as many of the “right people” as possible. One way to go about this is by retargeting your content to your leads and sphere-of-influence contacts—i.e., your database.

Major social platforms like Facebook, Instagram, TikTok, and LinkedIn enable advertisers like you to upload your database as a CSV file, which is essentially a spreadsheet of all your contacts' information, including their first name, last name, phone number, and email address.

Once you upload your CSV file, the ad platform will scan your database and compare it to its own database to find matches. This allows you to target your ads to the people who matter most to your business:  your database! 

The content that you publish to social media sites like Facebook and Instagram is ideal for retargeting your database because it's already effective at organically nurturing your followers and building your brand. By using that same content in the form of ads, for instance, you can take advantage of the hard work you've already put in and reach a wider audience at scale.

What’s more, retargeting your content on social media platforms makes sense because approximately only 10% of your followers see any given post. And if your followers don’t actually see what you’re posting, then that content isn’t doing anything in terms of building your brand and creating consideration for your services. Hence, utilize your posts as ads.

End of day—so long as your content delivers value and showcases your skills and expertise—then it helps to position you as your database’s know-you, like-you, trust-you “agent-of-choice.”

With these step-by-step instructions, you can start retargeting your database on Facebook, Instagram, LinkedIn, and TikTok.

How to retarget your database with Facebook/Instagram (Meta) ads:

1. Go to Facebook Ads Manager and select the "Audiences" tab.

2. Click the "Create Audience" button and select "Custom Audience."

3. Select "Customer List" as the type of audience you want to create.

4. Click the "Choose File" button to upload your CSV file containing your customer information.

5. Once the file is uploaded, match the columns in the file with the corresponding fields in Facebook.

6. Give your custom audience a name and click "Create Audience."

7. Use this audience as a target for your ad campaign.

How to retarget your database with LinkedIn ads:

1. Go to LinkedIn Campaign Manager and select the "Audiences" tab.

2. Click the "Create Audience" button and select "Custom Audience."

3. Select "List" as the type of audience you want to create.

4. Click the "Upload List" button to upload your CSV file containing your customer information.

5. Once the file is uploaded, match the columns in the file with the corresponding fields in LinkedIn.

6. Give your custom audience a name and click "Create Audience."

7. Use this audience as a target for your ad campaign.

How to retarget your database with TikTok ads:

1. Go to TikTok Ads Manager and select the "Audience" tab.

2. Click the "Create Audience" button and select "Custom Audience."

3. Select "Upload Data" as the type of audience you want to create.

4. Click the "Choose File" button to upload your CSV file containing your customer information.

5. Once the file is uploaded, match the columns in the file with the corresponding fields in TikTok.

6. Give your custom audience a name and click "Create Audience."

7. Use this audience as a target for your ad campaign.

Overall, retargeting your content to your leads and contacts is a powerful way to ensure that your content is seen by as many people as possible and to position yourself as a trusted authority in your local market. Utilizing the ad platforms on social media platforms like Facebook, Instagram, LinkedIn, and TikTok can help you reach your target audience more effectively and to build trust with your followers over time.

Protect Your Reputation and Improve Email Marketing Deliverability with Domain Authentication: a step-by-step guide

What would stop someone from sending mass emails to a list of recipients with your email address or domain?—as in, yourname@yourdomain.com. Technically, nothing—unless you take a preemptive action known as, Domain Authentication.

With Domain Authentication, you can rest assured that emails sent from your domain are from an authorized source (as in, you), thereby protecting your reputation.

More than that, though, Domain Authentication can also help to improve the deliverability of your email campaigns—that is, successfully reaching the inboxes of your email-list recipients versus getting marked as SPAM. Reason is, emails sent via an authenticated address give mailbox providers like Gmail and Outlook extra confidence in the legitimacy of your campaign.

Here are the overarching steps to achieve Domain Authentication, regardless of the email service provider you’re using (e.g. MailChimp, BomBomb, or omnisend):

1. Identify your email service provider (ESP) - This is the platform you use to send and manage your emails, such as MailChimp, SendGrid, or the like.

2. Look for the option to authenticate your domain - This may be found in your ESP's settings or under "account" or "security" options.

3. Add DNS records - You will need to add DNS TXT or CNAME records to your domain's DNS settings. This can be done by accessing your domain's hosting service (e.g. GoDaddy, Bluehost, Dreamhost) and adding the records as instructed by your ESP:

• Locate the option to manage DNS settings or zone files.

• Scroll down to the section for adding new records.

• Select the type of record you need to add (TXT or CNAME).

4. Verify the changes - Once you've added the necessary records, verify them with your ESP to ensure they are set up correctly.

By following these steps, you can ensure that your domain is properly authenticated and protected from unauthorized use. What’s more, you’ll be well on your way to significantly improved deliverability of your emails by increasing the confidence of mailbox providers in the validity of your campaigns. You don’t wanna miss out on the benefits of email marketing, one of the highest-rated marketing channels in existence, because of a lack of technical knowledge. Make sure to take the necessary steps to properly authenticate your domain and improve your email performance.

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Maximizing Email Marketing Performance: How Incorporating Videos Can Boost CTR by 65%

Incorporating videos into your email marketing campaigns can significantly boost your click-through performance. In fact, studies have shown that the increase can be as much as 65%.

As video continues to dominate our feeds as the people’s “preferred media format,” it's important to ensure that you're taking advantage of this trend in your email marketing.

What’s more—given that nonverbal communication plays such a significant role in ALL human interaction—it is not surprising that videos can be so effective at increasing click-through rate (CTR) performance. Nonverbal cues, such as facial expressions (like in the thumbnail of the video) and body language, for instance, can convey a great deal of meaning and emotion, thus giving the viewer more reason to click.

By including a video in an email, you are able to take advantage of the power of nonverbal communication to grab the attention of your audience and convey your message more effectively.

Why Use Videos in Email Marketing:

• Videos can increase click-through rate (CTR) by up to 65%.

• Nonverbal cues in video-thumbnails (like facial expressions) can convey meaning and emotion to engage the viewer.

JUST DON’T EMBED THE VIDEO

That said, though—it's important to note that directly embedding a video file (like an mp4) in your email may trigger mailbox providers like Gmail or Outlook to flag your message as SPAM, thus impeding its deliverability. Your mass emails shouldn’t include attachments, flash, or other types of “rich media”—video included. To avoid this, include a clickable thumbnail image instead that links to a web page where the viewer can watch your video.

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Click-through rate, the way I see it, is arguably the most crucial metric in email marketing because it tells of the effectiveness of your campaigns in terms of getting recipients to take a desired action. Open rates, while still important, may not be as reliable—especially with the release of programs like Apple's Mail Privacy Protection, which can pre-load emails and report false opens. A click, on the other hand, indicates that the recipient wants more—thus, they clicked!

How to Include Videos in Emails:

• Do not directly embed video files, as it may trigger spam filters.

• Use a clickable thumbnail image that links to a web page where the video can be watched.

So, my advice:  take a moment to go over all of your email campaigns: newsletters, drips, automations, and more. Ask yourself, “How can I incorporate more video content into my emails?” And then do what you say to yourself and include more videos!

4 Tips for Crafting an Effective Welcome Email for Your Real Estate Business

Welcome emails are a powerful marketing tool that can significantly boost the success of your email campaigns. In fact, they tend to have a 4-times higher open rate and a 10-times higher click-through rate compared to regular-styled bulk emails. This is because welcome emails are sent to individuals who have already shown an interest in your brand and are expecting to receive emails from you.

Email service providers like MailChimp and ActiveCampaign, for instance, make it easy for businesses to create automated welcome campaigns for anyone who joins their email list. These platforms provide a range of tools and features that allow you to easily design and schedule welcome emails to be sent automatically to new subscribers.

To create an effective welcome email, follow these four recommendations:

1. Thank and Remind New Subscribers: Be sure to thank new subscribers for opting in to receive emails from you. This not only shows your appreciation, but it also serves as a reminder of why they are receiving your emails in the first place, affirming their decision to subscribe.

2. Let Your Subscribers Know What to Expect: Provide your subscribers with an idea of what they can expect from your emails in the future. This might include the frequency of your campaigns, the types of content that you will be sending, or any special promotions or offers that you have planned. By providing this information up front, you can help/prime your subscribers better understand how to use your emails to their advantage.

3. Share Some of Your Top Resources: Consider sharing some of your top resources or past edition emails with your new subscribers. This gives them a sense of what they have been missing out on and can help to affirm their decision to opt in to your email list.

4. Encourage Address Book Addition: Encourage your new subscribers to add your email address to their address book. This can help to prevent future emails from landing in their spam folder, ensuring that they receive all of your correspondence.

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Sidebar: As a real estate agent, it is common to purchase leads through sources such as Zillow, PPC advertising, and open houses. While these leads may have consented to receive emails from you, they are not the same as organic subscribers who have actively chosen to receive emails from your business.

However, leads can still be interested in your services and open to hearing from you. By sending a well-crafted welcome email, you can introduce yourself and your business, provide value, and potentially turn a lead into a client. While it may be necessary to tailor your approach slightly for leads compared to organic subscribers, a welcome email can still be an effective marketing tool in this scenario. Just be sure to follow best practices for email marketing, including obtaining explicit permission before sending emails to individuals who have not opted in to receive them.

Overall, welcome emails are a crucial part of any email marketing strategy. By following these recommendations, you can create an effective welcome email that helps to build a strong relationship with your subscribers and drive greater engagement with your brand.

How to "Fill the Funnel" and Stand Out as a Real Estate Agent in 2023

As a real estate agent or REALTOR®, it's crucial to stay on the lookout for new lead generation opportunities in order to fill your pipeline. With more agents in the market and fewer sales projected for the year ahead, competition is only going to increase. This means that it's more important than ever to stand out and establish yourself as a top choice agent in your local community.

Loads of agents, I fear, are gonna play it passively—doing what they’ve been doing like nothing’s changed. They’re in for a surprise.

One way to stand out is by utilizing tried-and-true tactics like hosting open houses or updating your profile on agent referral sites (e.g. Homelight, UpNest, and so on). These simple methods can help you connect with potential buyers or sellers in your local market.

Another key to success is to stay connected with your database, that is, your past clients and sphere-of-influence contacts. By consistently staying in touch and offering valuable information and assistance, you can become the go-to real estate agent for these individuals. Building mindshare is crucial for capturing market-share in the competitive world of real estate.

In addition to these traditional methods, it's also important to consider the role of personal branding in your lead generation efforts. This can include getting reviews, utilizing video marketing, and stepping up your email marketing efforts. By building a strong and recognizable brand, you can differentiate yourself from other agents and, as a result, attract more business.

Overall, the key to success as a real estate agent is to be proactive and constantly seek out new lead generation opportunities. By filling your pipeline with a steady stream of leads and building a strong personal brand, you’ll be positioned to dominate in 2023.

The Importance of Building Credibility with Video on Social Media: Don't Just Chase Followers

Are you a real estate agent who’s considering giving up on social media video marketing because you're not seeing the followers or views you desire? If so, you may be mis-measuring whether or not what you’re doing is working.

It's important to remember that social media success isn't just about gaining followers or becoming “social-media famous.” To the contrary, it's more about building a reputable brand and making an impact with your clients. Granted, it’s reasonable to expect hearts, likes, comments, views, and so on—after all, those are algorithmic signals that your content is resonating with users.

Notwithstanding, if you've ever had a client mention one of your published videos during an appointment, for instance, then your video marketing efforts are already working.

Real estate is a know-you, like-you, trust-you form of business. If your videos are consistent with your brand and help to establish you as a credible and reliable source of information, then you are on the right track.

So don't be discouraged if you're not seeing the vanity metrics. They matter to a certain degree, of course—but only because the algorithms care.

Instead, focus on creating high-quality, informative videos that align with your brand and help to establish you as a trusted source in the real estate industry. Your efforts will pay off in the long run as you build a strong and reputable agent-brand.

The Magic of Multichannel Marketing: How to Boost Your Brand and Drive Sales in 2023

As a business owner or marketer, you know that the key to success is getting your brand and message in front of as many people as possible. And the best way to do that is through multichannel marketing. I call it multichannel marketing magic.

For instance, if someone sees your marketing across multiple channels versus only in one place, it forms an illusion 🤹‍♂️ that they’re seeing and experiencing your marketing more frequently than is actually the case. That means more bang 💥 for every buck 💵 in your budget.

You may, for example, spot a product on a billboard while driving, and then, that same day, see it again in an ad online. Now, suddenly, it has your full attention—as if you’re seeing it EVERYWHERE. That’s the illusion of multichannel magic.

So… If you had, say, a $1,000/month marketing budget—to spend it all in ONE place versus allocating it across multiple channels would be, the way I see it, borderline wasteful. The trick is for folks to see you EVERYWHERE, over-and-again.

Don't just rely on one channel for your marketing efforts. Embrace the power of multichannel marketing and take your business to the next level.

Google Ad to Promote Your Google Business Profile at the Top of the Local-Pack

Wanna run a Google Ad that promotes your Google Business Profile in the highly coveted “Map-Pack” section of Google’s search results page? Say “YES!” if you’re marketing a local business!

The Map-Pack (AKA the “Local-Pack”) is a section in Google’s search results that lists the top three Google Business Profiles adjacent to a square-shaped map whenever someone searches for a type of local service. If someone runs a search like, “Best REALTOR in Charlotte,” for instance, Google will display a Map-Pack.

The money—in terms of getting FOUND by prospective customers—is in the Map-Pack because customers are generally inclined to search for a type of business versus one in particular. If a customer looks up your business by name, for instance, they’re obviously not discovering you for the first time.

Up until recently, the only way to rank in the coveted Map-Pack was to have done so organically. However, Google seems to be testing a new ad placement top-of-list in the Map-Pack.

It’s called a “Local Search Ad,” which, technically, can appear in Google Search or Google Maps. It’s different from a traditional Google Search Ad in that it directs traffic to your Google Business Profile versus your website.

To run one, just search your business name in Google to load your Google Business Profile control panel, tap the “Advertise” button, and click-through the steps in Google Ads’ guided wizard. (If you don’t see a guided wizard, then your Google Ads account is probably set to “Expert Mode,” not “Express Mode.”)

When you come to the step that asks for “Keyword Themes,” choose terms applicable to buyers and sellers who are searching for agents, not houses, for instance.

Chances are, it’ll automatically incorporate themes like “ Houses for Sale,” et al. My advise:  remove those and add in themes like “Listing Agent,” “Real Estate Broker,” and so on. The point is for your ad to place in the Map-Pack, which appears when someone searches for a type of local business, not houses for sale.

Beat Social Media Algorithms by Establishing a Content Cadence 🔂

It’s never just ONE video — it’s a video show! Lemme explain…

The typical Instagram user follows between 150 and 200 accounts and spends, on average, 53 minutes a day in the app. Moreover, they divide their attention between multiple feeds:  Home, Explore, Reels, Stories, DMs, etc.

What’s more, the conventional Instagrammer posts four times per week (per Shopify research). Bearing all that in mind plus accounting for paid promotions and AI-suggested content, for instance, it all adds up to A LOT of competition for eyeballs and attention.

The fact is, your next post will only be seen by a fraction of your followers.

And so, consequently, it’s imprudent to put all your eggs🥚in the basket 🧺 of a single video or post. Why? Simple… because not everyone’s gonna see it. In reality, every video posted is merely a cog in the ⚙️ wheel, so to speak. You’re building-up a body of work.

That means you’ve gotta get super clear on the overall mission of your content. What’s your overarching/underlying objective? Odds are, it’s to generate business—i.e., buyers and sellers. Notwithstanding, you obviously can’t just say “list with me” or “buy with me” all the time. That’d get old real quick!

My advice:  produce content that treats followers like clients. Share advice endlessly and nobody’s gonna call you salesy; they’ll just call you. 📲

A one-off video is, for all intents and purposes, invisible. On the other hand, VIDEOS—all working together—will build your brand.

How to Market Your Business on Social Media When it’s ALWAYS Changing

Social media is kind-of unstable. Hear me out…

Algorithms change at random, platforms rise and fall, media formats come and go. Instagram, for instance, is so hellbent on keeping up with TikTok, that it’ll practically abandon its core competences in reckless pursuit.

Nonetheless, content marketing IS modern marketing. It’s like I’ve said time-and-again:  marketing without content is like a bow without arrows. It’s empty! So don’t mishear me… because I’m definitely NOT advising that you cease your social media efforts. At the same time, don’t let it be the end-all-be-all.

End of day, WHAT are you building and WHERE else are you leveraging your content? For example, in blog posts, digital ad-campaigns, or repurposed in postcards? (Remember my “thumb-mailer” video? https://bit.ly/thumbmailer).

Frankly, content creation is way too much work to limit its distribution.

Given the ever-changing impermanence of social—it’s critical to have at least one foot of your marketing on a steady base. Like email, for instance—always there for you, steady as a rock. So build your list of subscribers! Video may be my favorite marketing “format,” but—as far as marketing channels go—email’s the G.O.A.T.

Try This if Google is Filtering Your Google Business Profile Reviews

Missing or filtered Google reviews⁉️

It’s a pretty common tale because of Google’s automatic review filter, which is ever-so super keen to filter out legitimate reviews and practically defective when it comes to filtering out the actual fake ones.

Seriously… have you ever tried to get a spam review removed? It’s darn-near impossible!

That said, here’s an approach to try if all or some of your legitimate reviews aren’t getting published.

In other words, you asked a client for a review, sent them your special review intake link, and then they submitted a review. However, unbeknownst to you or them, it was filtered by Google. Later on you might’ve followed-up asking for the review again—but they claimed they’d already done one. And, in fact, they can even see it on their end—but to anyone else, it’s “unpublished.”

If this is happening to you (and only if), instead of sending folks to your custom review intake link, try this:  perform a Google search for your business. Doing so should trigger your Google Business Profile to show in what’s known as Google’s “Knowledge Panel,” as if you’re a customer searching for your business organically.

From there, copy the URL in your browser, which will preserve your search query that triggered your profile to display in Google’s results page.

Finally, send THAT link to customers and ask them to manually select the “write a review” button about midway down your profile’s “Knowledge Panel.”

Typically Google filters reviews when it suspects a business is using some unfair means to procure them—like paying for them, for instance. It’ll mark ‘em as SPAM and then they’ll be unpublished.

Between you and me, though, Google’s a downright lousy judge of what is or isn’t a SPAM review. Kind of like my dog (Rosie 🐶) losing her ever-loving mind whenever a squirrel 🐿 glances at her funny—like it’s plotting to steal her bone 🦴… but  I digress.

This isn’t a guarantee by any means, however, it removes you, the business owner, from the equation. You may also wanna peruse Google’s official review policies. Here’s a link to do so: https://bit.ly/3ReseG1.

Google “Retires” the Google Business Profile Manager, Replaces with Control Panel

Google took something away they said they wouldn’t…

If you’re a local business, you probably don’t need any reminding of the importance of your Google Business Profile. It’s the gateway into getting discovered in Google search results by prospective customers. E.g. “Best Realtor in _____” and those types of search queries—the “money searches,” if you will.

Historically, you’ve edited and managed your profile via a backend dashboard and portal, dubbed, the “Google Business Profile Manager.” Everything was in one convenient spot! But now it’s different.

Roughly a year ago, as you may recall, your “Google My Business” listing was renamed a “Google Business Profile.” No sweat, though— it was just a name.

Sidebar:  despite the total rebranding of “Google My Business” to “Google Business Profile,” the mobile app wasn’t discontinued until this past Summer.

That’s when things really started to change. At that point, Google provided users with a means to manage their profiles directly in Google Search or Maps, on desktop or mobile.

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All you’d have to do is Google search for the name of the business (e.g. “Felicia Lewis Group, San Diego, CA” or whatever word-phrasing normally triggers your profile to populate) and a control panel would instantly appear directly in Google’s search results page.

So then, here we are… Google said it wouldn’t do away with the Google Business Profile Manager, but it lied/fibbed/bluffed/changed-its-mind/whatever-term-best-describes-it. Point is, the Profile Manager is gone.

The good news, however, is that (nearly) all the functionality and terminology is the same — it’s just accessed directly in Google Search or Maps.

One lost feature, though, is that the built-in “Google My Business website” has been removed. Of course, you’re still able to link to your business’s domain/URL, no problem.

Also, if you manage multiple Google Business Profiles, you can still access them via business.google.com -- only, if/when you select any of them, it’ll open up a new browser tab and you’ll be in the same control panel as everyone else.

4 Tips to Power-Up the Performance of Your Instagram Posts

One of the top factors Instagram evaluates to determine whether your next post is gonna be widely distributed through the feeds or not is dubbed, “time spent on post.”

If someone sees a post of yours—in the Home Feed, Reels Feed, Explore Page, or wherever they might see it, for instance—do they immediately scroll past it OR do they spend a bit of time with it? That’s the question—because, if they park for a bit, it signifies INTEREST in your content. 

The way it works is that Instagram will essentially distribute your post to a sample-size audience, see how it does, and then, based on that, distribute it to a wider audience (or not) – and so on.

Fact is, Instagram is deeply motivated to retain users in the platform for as long and often as possible. The more cumulative time users spend on Instagram, the more abundant its opportunities to place ads that generate company revenue. That’s the game!

Hearts, comments, and post engagement are certainly valuable data points Instagram takes into consideration – however, time spent on post, is (in a way) tied directly to Instagram’s ability to make money.

What’s more, whenever you publish new content, the clock ⏳ starts ticking. Instagram is programmed to showcase “recent” posts — not old ones. That means, the quicker your next post is able to garner attention—while it’s fresh and new—the better it’s bound to do in terms of overall reach and distribution.

If you wanna ensure your next Instagram post is primed to perform, here are some tips and best-practices to keep in mind:

• Think about how you start your videos. Does it immediately hook the viewer? Recent Facebook research found that viewers who watch the first 3 seconds of a video are more likely to go on watching for longer durations. The battle of “attention” is in the beginning.

• Add eye-catching subtitles. Keep in mind, the sound is set to mute 🔇 in certain feeds, like the Home feed, for instance. If folks don’t know what you’re saying, they’re gonna scroll.

• Beef-up your post caption. If folks are scrolling and tap “more” to expand your caption, that’s just your post racking up the time spent on post points!

• Don’t neglect the comments thread. If you can drive comments, mentions, replies, pin different comments, and so on—that thread, in its own right—is a time-spent-on-post magnet. 🧲

TikTok Search VS. Google Search: a new era of SEO?

Bold prediction:  TikTok is and isn’t going to replace Google as the dominant search engine.

Per a Google exec, approximately 40% of 𝚢𝚘𝚞𝚗𝚐 𝚙𝚎𝚘𝚙𝚕𝚎 when looking for a lunch🌮spot, for instance, don’t go to Google Maps or Google Search. – they search on TikTok or Instagram. But there’s a catch…

And it isn’t just TikTok and Instagram encroaching on Google’s search-supremacy turf. For instance, 55% of product searches start on Amazon. And, let’s not forget about YouTube (Google-owned), which has been steadily gaining search volume year-over-year.


It’s funny… Whenever I post something about the importance of Google Search on TikTok, I always get angry comments about how TikTok is a more popular search engine and Google’s dead 🙄… blah blah blah. Not quite!

First off, that sort of commentary conflates terminology. TikTok isn’t the same type of search mechanism as Google. Google uses a more scientific process for ranking results by order of relevance. It’s an 𝘦𝘹𝘢𝘤𝘵-𝘮𝘢𝘵𝘤𝘩 𝘮𝘰𝘥𝘦𝘭 whereby I ask and it answers. TikTok, on the other hand, isn’t quite so linear. It’s more of a visually immersive “discovery engine.”

In other words, users don’t search as if TikTok’s a calculator solving a math problem. They search, in a way, without expectation—that is, they’re not necessarily looking for an “exact match,” which definitely signifies a behavioral shift in online search. Granted, if you’re hungry and looking for a lunch spot nearby, surely there’s some expectancy in terms hoping to find some decent dining options.

Nonetheless, relevance on TikTok is more about social influence—i.e. what a user thinks about a business’s posts or infers about that business by way of other users’ posts about it—versus Google’s system of empirically ranked results.

To be honest, though, I’d argue that method of usage is functionally no different than placing confidence in online reviews. What I mean is, searchers will still have to be able to find 🔎 that business on TikTok in order to decide whether or not  they vibe with it. I suppose TikTok search is more like a magic 8-ball… the results are a bit of mixed bag versus “exact-match”—and maybe that’s the fun of it.

Again… there’s this big debate that TikTok is a more popular search engine than Google and that it’s a totally new way of discovering businesses and content. While TikTok is definitely gaining adoption as a search platform, Google still reigns supreme. What’s more, online search still is and has been a two-step process:  A. find options, B. pick one.

So… here’s the moral of the story:  as the titans of search and social fight🥊 it out, keep making content and publishing it everywhere!—videos, blogs, reviews, and more! Be relevant no matter where customers may find and “vibe with” you.

Top Marketing Channels to Build Your Agent-Brand in 2023 (for Realtors)

If you wanna insulate your real estate business from peaks 🏔and valleys 🏜… then invest in your agent-brand.

As the real estate market continues to adjust, consumers will (naturally) become more scrutinizing of agents. They’ll wonder:  “Why should I listen to you?”

Notwithstanding, every time you share a video, publish a quality review, or, for instance, send an email that showcases your expertise and trustworthiness – it’s building your agent-brand.

I promise… your leads or any other would-be customer is gonna look you up online—Google, Instagram, and/or elsewhere. The question is, does your brand back-you-up OR hang you out to dry?

Here’s what I advice:  become the “I see you everywhere,” agent-authority in your local marketplace.... Or don’t… but don’t expect buyers and sellers to come running either.

Here’s a list of marketing channels you maybe oughta consider:

• Over-index on vertical ↕️ videos (Reels, TikToks, and YouTube Shorts).

• Every week or so, run a FB/IG ad-campaign that promotes your existing posts (those videos up there ⬆️) in your local marketplace as well as to your database contacts. (Tutorial)

• Knocks, drops, pickups, & pop-bys go a long, long way! Get yourself into hustle mode.

• Email Marketing is the G.O.A.T. 🐐—make sure to check out our #MarketingPRO course, Inbox Hero 📥

• Don’t miss out on YouTube In-Stream Ads – i.e., the commercials that play before, during, or after YouTube videos. (Tutorial)

• Google Display Network ads are, frankly, cheap & easy! Make ‘em part of your marketing mix. (Tutorial)

• Invest in EVENTS:  open houses, community get-togethers, buyer/seller seminars, investor meetups, client parties, happy-hours, and more. 

• Mailers, signage, publications, and other physical-marketing mediums—though on the pricier side—have distinct advantages. Don’t brush them off w/o serious consideration.

I could go on-and-on (and on-and-on… 🤣) — but that’s not my point. The point is to build your AGENT-BRAND.

Instagram Reels to Generate Repeat & Referral Business (for REALTORS®)

Pop-quiz:  What do you sell!?

You might respond that you sell “yourself.” Honestly though – what does that even mean? Alternatively, you may reason that you sell houses. Hmm… kind-of, sort-of. Technically speaking, you provide brokerage services to people who are doing the buying and/or selling. There’s a difference.

Fundamentally, the reason folks hire you boils down to your expertise (and how you impart it). That’s what you sell‼️And, bear in mind, EXPERTISE is a distinctive term. It’s not one-size-fits all. Like I’ve said before:  “Nobody does YOU better than Y-O-U.”

Real estate is a know-you, like-you, trust-you business—that’s the winning combination with consumers. Question is, when prospective clients look you up on social, for instance, does your page adequately showcase your expertise?

Take Jeffrey Sabel, for instance. Just over a year ago he started posting Reels almost every day in which he deftly demonstrated his competence. No surprise, his page started to gain new followers quickly. Why? Because folks follow accounts that confer value.

What’s more, his Instagram efforts kindled a frenzy of REPEAT and REFERRAL business from his sphere-of-influence contacts—most of whom were already following him. That’s the secret sauce, right there!

Lots of conflicting messages about the state (and future state) of the marketplace are competing to win consumers’ confidence. If headlines say X and you say Y, for instance, who are buyers and sellers in your market gonna trust?

That, my friends, depends on the strength of your agent-brand.

SEO is Social Media Afterlife 😇: How to repurpose your social posts as blogs

Social media algorithms (like Instagram) tend to favor your most recent post when distributing content through the feeds:  e.g the Home Feed, the Explore Page, the Reels Feed, and so on.

And it isn’t just Instagram. Facebook, TikTok, LinkedIn, and other social sites function similarly.

So here’s the dilemma. They (the gurus) say you’re “supposed” to post daily (or even twice-a-day) in order to reach the widest-possible audience. However, by doing so, each new post is essentially burying its predecessor post alive 🧟‍♂️ – one after the next.

Essentially, the more frequently you post, the less time each respective post has in the feeds to garner engagement from followers and viewers (e.g. hearts, comments, etc.). Notwithstanding, if you only post infrequently, your content just won’t go very far. The struggle is real.

Fret not, friends… SEO is here to save the day!

SOCIAL NETWORKS VS. SEARCH ENGINES

On social platforms, users discover content mostly by means of scrolling through feeds. Thus, once an account posts something new, it takes its shift in the feeds until the next post. It’s the whole “buried alive” concept aforementioned.

On search platforms, though, users discover content predominately by way of search—meaning, a blog posted long ago retains its eligibility to rank in Google search results, for instance, so long as it’s relevant to the search query. This same idea also applies to YouTube videos because search is a considerable source of video views on that platform.

SEO IS SOCIAL MEDIA AFTERLIFE

So why not publish each of your social posts as blogs on your site?

1. Simply embed your video (or upload an image if that’s your post’s associated media) into your blog.

Embedded videos are actually posted/hosted on sites like YouTube, or Instagram, or Facebook, or wherever. However, they appear as if they’re within your blog—thus, viewers can click to watch the video without leaving your site.

Either your blog platform auto-converts the URL of the subject video for embedding purposes or—with Youtube, for example—you can simply press the Share button and copy/paste its embed code.

I generally embed the YouTube videos because it’s an easy process and, since Google owns YouTube, I figure it can’t hurt. 

2. The next step is to simply repurpose the caption of your social post for the blog copy. 

If you’re concerned the caption text lacks a sufficient word count to constitute blog copy, look into an AI copywriting tool like Jasper.ai. Literally, you can copy/paste your caption text and Jasper, for instance, has copywriting tools that’ll instantly lengthen your word count. Even if your subject matter is technical, Jasper’s a quick study.

The average post on social media lives a relatively short life – days, at most. Even so—though your posts may perish quickly—their blogs will endure in the SEO afterlife, ranking forevermore (kind of, sort of 🤣).