We talk to Katie Lance - for the third time! - about how to keep your marketing going during the coronavirus pandemic. Katie has a lot of advice about types of content that is working right now (video!), as well as how to stay connected with and helpful to your community. We also talk about virtual home tours, what isn't appropriate to share right now, and why getting personal is fine. Are audiences bored? Distracted? In desperate need of something positive? All of the above. Finally, don't forget email marketing and your Google presence - and keep an eye on your longterm video plan.

Links mentioned:
Be.Live
Get Social Smart Academy
The Katie Lance Podcast

We talk to Scott Shapiro, Client Partner, Industry Relations at Facebook, about how to use Facebook Live to hold virtual open houses.

We cover:

1. How to get people to tune in to a virtual open house, and how to repurpose the content you record for later.

2. How to create a Facebook Event for your open house.

3. How to prepare for your virtual open house, including what to do in the property before you start recording. (Hint: write a script! And test the wifi in advance throughout the house.)

4. What a gimbal is and why you need one.

5. How to pace the tour and how to craft a story for the house.

6. What to do with the video once it's created and the livestream is over.

7. How to use this video content for business development beyond selling this one house.



Links mentioned:

Best practices for Facebook Live Open Houses on the Facebook website
Quik
VideoShop
Mojo

This week, we talk to Aaron Grushow of Compass LA about how agents can use TikTok to grow their business. We discuss how he expanded from Instagram to TikTok, what he knows about his audience and why agents should jump on now. Agents should also stay on top of TikTok memes and have a good understanding of TikTok etiquette before they jump in. We discuss whether Aaron has gotten leads from the platform (he has) and how his TikTok content interplays with his other social media platforms, especially Instagram. We also talk specifically about using TikTok during COVID-19.

Links mentioned:
Aaron Grushow on TikTok
The Queen City Realtor on TikTok
The Supreme Agent on TikTok
Amy The Realtor on TikTok
The One in BelAir (YouTiube)
Billionaire Drone on YouTube
Planner Pro App

 

NOTE: This episode was recorded before the COVID-19 crisis.

We talk to Julie Dey, VP of Marketing at Windermere Real Estate in Seattle, about using Spotify playlists for marketing. Homes provide the soundtrack to our lives, so Windermere brought music to real estate through an active channel that allows audiences to engage with their brands. Windermere agents help curate these lists, which are created for many different contexts and purposes. We discuss how to market the playlists and measure the return.

Here are the Windermere playlists on Spotify.

Other links mentioned:
Weeknight Society

We talk to Pieter Aarts, the CEO and Co-Founder of roOomy, about showing and furnishing homes virtually using CGI, 3D modeling, AR/VR and virtual staging. (This episode was recorded pre-quarantine, but these technologies can be very helpful to agents who can't show homes or hold open houses right now.) Aarts takes us through the different technologies and provides use cases for how they can improve the home search and selling experience. AR and VR are "no longer toys, but tools". 

We talk to Miguel Berger, CEO/Co-Founder at Voiceter Pro, about smart speakers and voice marketing. Agents are using Alexa and Google Assistant to access MLS information and deliver flash briefings - short podcasts - to clients. We discuss best practices for creating content for briefings and marketing them to relevant audiences. We also talk about how to adapt voice marketing to real estate, which relies so heavily on visual content. 

We talk to content strategist Chris Meyer about best practices for content marketing and SEO for real estate agents.

We cover:
1. How SEO builds trust and location relevance.
2. Which digital content contributes to SEO.
3. Why you need to identify your competitive advantage to boost your SEO.
4. The importance of turning to your audience to determine your content.
5. How to develop a content marketing plan built around what makes you unique.
6. How to get the most mileage out of your content.
7. Why it's important to be consistent in how frequently you publish.

Links mentioned:
Buzzsumo
CM Business Writing
Headspace
Loom
Asana
Wrike
Basecamp
OpenSnow
Chris on Twitter

We talk to Teresa Boardman, broker/owner with Boardman Realty in Saint Paul, MN, about how her blog, St. Paul Real Estate Blog, has evolved over the last 15 years to become her main digital marketing strategy.

We discuss:
1. How blogs build trust and deliver well-matched client prospects.
2. Why you should write for the audience you want.
3. How Teresa develops her content calendar.
4. The hub and spoke approach to social media content.
5. How she measures the impact of the blog.
6. What Teresa would do with one extra hour a day to spend on marketing.

Links mentioned:
MileIQ
Kindle app
Homesnap

In this episode, we do a deep dive on Instagram with Jason Cassity of the Compass Cassity Team in San Diego. Jason shares some advanced Instagram strategies and tactics for lead generation.

We discuss:
1. instagram Stories swipe-up ads, which Jason considers one of the most underpriced digital marketing strategies.
2. Whether Instagram Stories have killed Snapchat.
3. How to use Instagram to engage with other agents and build a referral pipeline.
4. How to use Quick Replies to engage authentically with followers.
5. Influencer outreach via Instagram and how to use it to build your network.

Links mentioned:
Google Calendar app
Notes app
Measure app
Jason's Instagram

We talk to Joel Epstein, host of The Big Joel Show and real estate coach/author, about how to generate inbound interest from your sphere rather than building a business through outbound calls. Some rules of thumb: 1) don't delegate core activities that got you where you are; and 2) don't replace relationships with technology. We also talk about iBuyers, posting personal vs. professional content, and how to capture the hearts and minds of your clients.

Links mentioned:
Orangetheory Fitness
Zero Fasting