Invest in Marketing that "Appreciates" in Value/Results Over Time

Reality is that some marketing activities produce only short-lived results: ads, emails, social posts, mailers, and more. Gotta keep at it over-and-again or the results will start to subside. That doesn’t mean it isn’t all worth doing -- not at all‼️ My point is—after awhile—you may begin to feel like you’re treading water or running on a hamster wheel.

But to the contrary, some marketing activities provide more enduring returns. For example:

• Reviews: The more online reviews you get, the more they all become worth—each one reinforcing the record.

• Google Business: Every photo and/or video uploaded to your #GoogleBusinessProfile (formerly titled, #GoogleMyBusiness) subsequently stocks-up Google’s inventory of what it can show viewers in its local search results or in Google Maps, thereby increasing your opportunities to earn views.

• YouTube: You’ve heard me say it before: YouTube is a search engine. So the more videos you feed it, the greater the probability of your videos ranking in key searches or being recommended after other videos. What’s more, the more videos on your channel, the more there is for new viewers “watch next.”

• TikTok-&-Reels: When someone watches one of your TikTok videos, it triggers the algorithm show them your other videos. The more “other videos” you have, the better. And, btw, it works the same with Instagram Reels.

• Blogging/SEO: Every time you post content on social, you should also post it as a blog on your website. Over time, your blogs will start to rank on searches, thus increasing traffic to your site, and, consequently, increasing your site’s domain authority—which will then help you to rank even more. It’s called SEO.

Marketing a big ole numbers game; it’s math!

5 Ways to Market/Advertise Your Local Business on Google

Google get’s more than 3.5B searches every day — and nearly ½ are looking for something local. You think Google cares much about its ability to serve-up relevant local results?—because I sure do! My advice:  if Google offers it—whether its a platform or a product, organic or paid—do it.

1. Wanna learn how to optimize your Google Business Profile (A.K.A. “Google My Business” listing) for local-intent searches? Here are ALL my blogs and videos on the topic (in one place):  bit.ly/JP-GBP

2. If you’re not running YouTube Commercials (A.K.A. “Skippable In-Stream Ads”) you’re MASSIVELY missing out! Here’s a link to ALL my trainings on how, what, where, when, and why to run YouTube ads: bit.ly/JP-YTads

3. Google Local Services Ads are a total no-brainer 🧠 They’re sometimes called “Google Screened” or “Google Guaranteed” and rank at the tippy-top of Google’s search-results page. These are a definite must! Here’s a link to get more details/info:  bit.ly/JP-GLSA

4. Have you setup/run Google Local Search Ads? If not, do it! I’m in the process of developing some how-to videos, so standby for links. To make things simple (for the time being), go to Business.Google.com and tap the  “Create an Ad” button. Just follow the prompts.

5. Wanna run Google Display Network Ads (i.e., the image-, text-, and/or video-based “banner ads” that crop up all over the Internet:  website side-columns, pop-up banners and bars, or located along the footers of mobile apps, for instance) so customers see you literally EVERYWHERE across the web? Here’s a step-by-step video training for you:  bit.ly/JP-GDN

If you’re not taking full advantage of Google’s products and platforms, start now!

A Video's Success (or Failure) Boils-Down to the First 3 Seconds!

Want more video views⁉️ Ditch the intro.

Fact is, there’s simply no time for opening pleasantries! “Hi, I’m Jason Pantana — blah, blah blah.” In the time it’d take to even say the words,  would-be viewers will have scrolled away.

Statistically speaking, the success (or failure) of your next video boils down to its opening three seconds.

• Two-thirds of viewers who watch three seconds of a video will watch for at least 10 seconds

• Nearly half will watch for 30 seconds

Logo stings, intro graphics, and video bumpers are ALL break-points for viewers to bounce. While can they certainly help to promote your brand, they don’t belong at the beginning of a video before the viewer has committed to the content.

What’s more, just about every social 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮 out there—YouTube, Instagram, TikTok, etc.—is predicated on 𝘢𝘵𝘵𝘦𝘯𝘵𝘪𝘰𝘯. If a video is able to sustain viewership, then naturally, a platform is incentivized to push that video out far and wide. It’ll rank better in searches, distribute through explore/discovery feeds, and get pushed to more of your followers.

Video-marketing is math 🧮

How to Stop Over-Thinking Your Social Media Content (for Realtors and Entrepreneurs)

I love ❤️ this quote:

You wouldn’t worry so much about what others think of you if you realized how seldom they do. (Eleanor Roosevelt)

I’ll bet there’s a good chance you’re overthinking your social media content—worried over what others might think of you based on what you post (or don’t post). But the thing is, no one (aside from Internet trolls) is paying that close of attention, friends!

• “I can’t make videos like that!—who do I think I am?”

• “What if this post falls flat and doesn’t get any engagement?” 

• “Will this make me look too ‘silly’ or too ‘salesy’?”

My advice:  STOP RIGHT NOW! It’s far better to over-index on content than to over-think it.

I’m not saying to behave like a robot 🤖 or act disingenuously on social, but, the fact is, you’re life isn’t lived on the inside an app. It doesn’t deserve that much mental space (IMO). Social media may be a representation of the “real you,” but it surely isn’t the genuine article.

Question:  if you weren’t overthinking your content, what would you post (or, perhaps, repost)⁉️ It’s go time, friends👊

How to Sell and Never Look Salesy: Content Marketing Strategy for Real Estate Agents

Stop overthinking your content! For example, IMO, there’s absolutely nothing wrong with market updates, pro tips, or Q&A videos that explain/illuminate the facts about real estate.

For instance, I’ve always liked what Jay Baer said: “Make your marketing so useful, people would pay you for it!” Just go look and see what top-producers like @krysbenyamein, @tayadicarlo, or @movemetotx are posting!

You DON’T have to…

• Dance to trending audio

• Hire a $$$$ videographer

• Farm-out your content creation

• Be somebody you’re not

… in order to build an effective agent-brand on social.

After all, the quote-unquote, “product you sell” is your expertise — and the means by which you impart that expertise. My advice: be the knowledge broker!

The only social media formula worth knowing is that CONTENT = CONTRIBUTION.

Defining Your Agent-Brand!

It’s like @tomferry has been saying: “The A.O.T.F. (‘agent-of-the-future’) has a strong personal brand! -- and that brand is Y-O-U.

Every post, every video, and every campaign is a depiction of you. While clever messages and catchy tag-lines are all well and good, they’re no substitute for the real thing: you.

◾️Don’t 𝘩𝘪𝘥𝘦 yourself.
◾️Don’t 𝘥𝘪𝘴𝘨𝘶𝘪𝘴𝘦 yourself.
◾️Don’t 𝘤𝘦𝘯𝘴𝘰𝘳 yourself.

My advice: put your brand everywhere!

Top 5 Reasons Businesses Stop Marketing

Why businesses stop marketing:

1. Overthinking/perfectionism

2. Inadequate planning/scheduling

3. Don’t know what to do (or how to do it)

4. Unclear goals/ expectations

5. No support (doing it all alone)

The Market belongs to those who Market!

Marketing is to a business as engines to a jet 🛩

Kill the engines and the plane descends. Stop the marketing and the business falls — hard-and-fast.

Every act of marketing — e.g. content across social, blogs, ads, mailers, events, et al. — propels your business onwards and upwards. #neverstopmarketing

No matter what’s happening in the marketplace, market as if your your business depends on it.

Everything that can be Video, WILL BE VIDEO

I’ve said it before: Everything that can be video, will be video.

✴️ By 2022, 𝚘𝚗𝚕𝚒𝚗𝚎 𝚟𝚒𝚍𝚎𝚘𝚜 will make up more than 𝟴𝟮% of all consumer internet traffic, which is 𝟭𝟱𝙭 higher than it was in 2017. (Cisco)
✴️ 𝚅𝚒𝚍𝚎𝚘 𝚊𝚍𝚜 were the top means by which consumers discovered a brand from whom they later purchased. (Animoto)
✴️ 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s 𝚟𝚒𝚍𝚎𝚘. (Wyzowl)

What I’m getting at is that now’s the time to double-down on your (𝘃𝗶𝗱𝗲𝗼 𝗳𝗶𝗿𝘀𝘁) AGENT BRAND!

How has video-marketing made a difference in your business? Tell me (or tag someone who’s POV you’d like to hear) in a comment 💬

How Real Estate Agents Communicate their Value

Calls, emails, Zooms, face-to-face meetings, social media posts and videos — by whatever means you’re communicating with customers — resolve to add V-A-L-U-E.

End of day, the problems you solve and results you produce adds up to the perceived value of your services.

The term 𝒗𝒂𝒍𝒖𝒆, in fact, describes the regard that something is held to deserve; its importance, worth, or usefulness.

Here’s a simple thought… Become the most 𝚞𝚜𝚎𝚏𝚞𝚕 real estate professional in your local marketplace—above anything else—and, I promise, no customer will ever again question your value.

In the presence of disruptors, discounters, and dabblers, you’ll remain the agent-of-choice. So today and everyday after, be the 𝙠𝙣𝙤𝙬𝙡𝙚𝙙𝙜𝙚-𝙗𝙧𝙤𝙠𝙚𝙧 👊

From Listing to Close—Customer Experience is Everything

In case you missed the memo: YOU ARE NOT JUST “𝙰𝙽𝙾𝚃𝙷𝙴𝚁 𝙰𝙶𝙴𝙽𝚃.” There’s a particular reason (or set of reasons) to explain WHY buyers and sellers choose to hire Y-O-U.

Wanna pinpoint those reasons? Take 15 minutes today to revisit a selection of past-client REVIEWS 💬.

As you scan through, make special note of how you made those folks feel: supported, encouraged, reassured, informed, equipped, and so forth. Look for the common obstacles your clients encountered and how, time-and-again, you found a solution. Remind yourself why its worth it!

Value: the regard that something is health to deserve; the importance, worth, or usefulness of something

Ever tried to sell or promote something that lacks value? It’s tough—it feels disingenuous. On the other hand, a product or service of true value sells itself.

When you’re clear about what you bring to the table, you’ll naturally attract clients, who are, in a manner of speaking, seeking what you’re selling.

Customer experience isn’t one BIG thing you do especially well; it’s all the little things added up. So do your thing(s)!

If you agree, please share this post to your story!

The Market Belongs to Those Who Market

I’ve said it before (and I’ll keep on saying it!): The 𝒎𝒂𝒓𝒌𝒆𝒕 belongs to those who 𝐦𝐚𝐫𝐤𝐞𝐭!

Thus, you have put yourself in the game if you wanna be on, what @tomferry calls, the ᴄᴏɴꜱɪᴅᴇʀᴀᴛɪᴏɴ ꜱᴇᴛ of buyers/sellers in your local marketplace.

Granted, the 𝒎𝒂𝒓𝒌𝒆𝒕 is, quote-unquote, “𝚌𝚘𝚖𝚙𝚕𝚒𝚌𝚊𝚝𝚎𝚍.” Nevertheless, YOU’RE THE BROKER!—and so it’s up to you to identify the challenges preventing would-be sellers from taking next steps and to clear a path forward.

Game on, friends 👊

Guide to Up Your Client Experience (P.S. it's all in the little things)

How do you 🆙 your #clientexperience? HINT: it probably isn’t some paradigm-shifting, comprehensive process or program. To the contrary, it’s more likely bite-sized, modest improvements that, when added together, tally up to more than the sum of the parts (paraphrasing Aristotle 🧐). Stuff like:

∙A better means of managing and replying to client communications (e.g. email, texts, DMs, et al.)
∙Clear(er) direction about upcoming steps of a transaction
∙Access to resources and FAQs concerning all-things real estate (e.g. “How to ____” or “When to ____”)

The Nat’l Association of REALTORS® reported that 91% of buyers, for instance, claimed they’d use their agent again (or recommend them). However, only 13% of buyers actually re-hired an agent. So evidently the client experience extends way, way beyond closing! In other words, it’s 𝚌𝚕𝚒𝚎𝚗𝚝-𝚏𝚘𝚛-𝚕𝚒𝚏𝚎 or bust!

What’s more, the cost of generating a new client far exceeds the cost (and profitability) of producing repeat and referral business. It’s not that I’m warning against lead generation (not at all!). It’s just that repeat/referral business appreciates over time. Moreover, every past client becomes a multiplier of future business opportunities (i.e., repeats/referrals).

Bottom line: the best way to grow your business is to win the unwavering loyalty of every client, every time!

Do the Work (Never Stop Marketing)

Calls made, texts and emails sent, videos posted, blogs published, and postcards delivered ALWAYS adds 🆙 Whatever you’re doing that shows promise in your business, keep at it—because it’s developing in to something BIG! What’s more, it’s influencing the perception of 𝘺𝘰𝘶𝘳 𝘣𝘳𝘢𝘯𝘥 in the marketplace.

I’ve shared this before: a penny that doubles its value daily for thirty straight days will tally up to millions💰. The drawback, however, is that the 𝘃𝗮𝗹𝘂𝗲 doesn’t really pack on until the tail end. For instance:

‣ Day 𝟷𝟻, it’s only worth $𝟭𝟲𝟰.
‣ Day 𝟸𝟶, it’s up to $𝟱,𝟰𝟰𝟮.
‣ Day 𝟸𝟻, it’s increased to $𝟭𝟲,𝟳𝟳𝟮.
‣ Day 𝟹𝟶, it explodes, totaling $𝟱,𝟯𝟲𝟴,𝟳𝟬𝟵.

Do it again and again and don’t stop — because that’s when the value piles on. 𝐃𝐚𝐛𝐛𝐥𝐞𝐫𝐬 𝐧𝐞𝐯𝐞𝐫 𝐛𝐫𝐢𝐧𝐠 𝐢𝐧 𝐭𝐡𝐞 𝐡𝐚𝐫𝐯𝐞𝐬𝐭.

Stop Waiting; Start Creating

You’re not producing enough content. And to be fair, I’m not either (not even close!) — and there’s a simple explanation: it a freakin’ ton of work! Yet when I look at my IG account insights, for example—it’s obvious: when I post more content I gain more followers. Pure and simple!

Alright… so what?! Well, more followers, in my case, means more activity: more DMs from folks who want to join our coaching ecosystem, more website traffic, which means, more form-fills and inquiries—i.e., more invitations to speak, lead webinars, and consult.

In other words, when I feed my audience [the highest quality content I can manage — that’s key!], they react with hearts, comments, bookmarks, shares, and so forth. And when they react it signals Instagram (or Facebook or LinkedIn or whomever) to promote my content to a wider audience.

I don’t mean for any of this to sound conceited. Quite the opposite, I’m trying to be objective about it. Lots of agents and businesses think they can use (canned) content and get the same results as a real creator or that they can follow/unfollow their way up to earning Instagram’s blue-check verification. Frankly, I’ve never seen that stuff work. Why? Because there’s “𝙽𝙾 𝙵𝚁𝙴𝙴 𝙻𝚄𝙽𝙲𝙷!”—meaning, don’t expect to get something good without putting in the required effort.

𝘎𝘳𝘰𝘸𝘵𝘩 𝘪𝘴 𝘵𝘩𝘦 𝘣𝘺𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘰𝘧 𝘴𝘦𝘳𝘷𝘪𝘯𝘨 𝘺𝘰𝘶𝘳 𝘦𝘹𝘪𝘴𝘵𝘪𝘯𝘨 𝘧𝘰𝘭𝘭𝘰𝘸𝘦𝘳𝘴 𝘨𝘦𝘯𝘦𝘳𝘰𝘶𝘴𝘭𝘺 -- 𝘴𝘰 𝘴𝘵𝘰𝘱 𝘸𝘢𝘪𝘵𝘪𝘯𝘨 𝘢𝘯𝘥 𝘴𝘵𝘢𝘳𝘵 𝘤𝘳𝘦𝘢𝘵𝘪𝘯𝘨.

Video Never Get's Easy -- You Get Better 👊

✴️ By 2022, 𝚘𝚗𝚕𝚒𝚗𝚎 𝚟𝚒𝚍𝚎𝚘𝚜 will make up more than 𝟴𝟮% of all consumer internet traffic, which is 𝟭𝟱𝙭 higher than it was in 2017. (Cisco)
✴️ 𝚅𝚒𝚍𝚎𝚘 𝚊𝚍𝚜 were the top means by which consumers discovered a brand from whom they later purchased. (Animoto)
✴️ 𝟴𝟰% of people say that they’ve been convinced to buy a product or service by watching a brand’s 𝚟𝚒𝚍𝚎𝚘. (Wyzowl)

Candidly, it doesn’t really matter how you feel about yourself on video; what matters is that you’re doing it regardless of how you feel.

“𝑫𝒐 𝒕𝒉𝒆 𝒕𝒉𝒊𝒏𝒈 𝒂𝒏𝒅 𝒚𝒐𝒖 𝒘𝒊𝒍𝒍 𝒉𝒂𝒗𝒆 𝒕𝒉𝒆 𝒑𝒐𝒘𝒆𝒓.” - 𝚁𝚊𝚕𝚙𝚑 𝚆𝚊𝚕𝚍𝚘 𝙴𝚖𝚎𝚛𝚜𝚘𝚗

Building Trust to Make Your Brand Unstoppable

Never forget who the customer hires: 𝚈-𝙾-𝚄. Gimmicks, trends, and fads never last — reputations endure.

As always, the best sales technique is SERVICE.