The Snapshot

Latest Episodes:

Snapshot #77: 4 Marketing Trends Shaping Real Estate in 2018 May 02, 2018

Show notes

We talk with Brandon Doyle, realtor at Doyle Real Estate Team in Maple Grove, Minnesota and co-author of Mindset, Methods and Metrics: Winning As A Modern Real Estate Agent about what is going on this year in the world of real estate marketing.

We'll cover:

1. The importance of personal relationships with your sphere of influence and investing in your CRM. Don't spam your clients! And don't give up on leads too soon.

2. The importance of real-time response to leads - ideally a human contact within 5 minutes. Cut off all automation after you've had an in-person contact.

3. ROI and why you need to measure how your efforts are doing.

4. Video - neighborhood videos, personalized videos, and digital showings.

Links mentioned:

Brandon's article about 2018 trends in Inman

Snapshot #76: Audience and Message Segmentation on Social Media Apr 18, 2018

Show notes

We talk to Lisa Coutts and Evan Marbury, realtors at The CM Group at Compass in Washington, DC, about how to use different social media platforms to accomplish messaging goals and reach distinct audiences. We discuss when it makes sense to segment based on audience or content, and how the different platforms provide unique opportunities to reach specific goals. We also cover how to allocate budget among platforms and how to monitor campaigns.

Links mentioned:

Snapshot #75: Free Marketing Tactics To Promote You And Your Listings Apr 02, 2018

Show notes

We talk to Brandon Jones of Real Estate Hacks in Springfield, Missouri about free marketing tactics that agents can take advantage of. Some of the tactics we discuss include:

Facebook Marketplace
Blogging
Reciprocal linking
Mini open houses
Video walk-throughs

Links mentioned:

Inman article: 5 Free Marketing Tricks For Your Next Listing

ScannerPro

Homesnap

Buildium

Snapshot #74: Digital Marketing Trends for 2018 Mar 21, 2018

Show notes

We talk to Brian Hopper, a broker with Sotheby's International Realty in Kirkland, WA, about digital marketing trends in 2018 and how to incorporate them into real estate agents' marketing plans. Trends discussed:

authentic video
VR "house rooms"
storytelling and how to come up with topics
building relationships with media and influencers
how to create content while 'going about your day'
enhanced listing photos
social media marketing

Links mentioned:

Snapshot #73: How Search Marketing Delivers High-Interest Leads Mar 08, 2018

Show notes

On this episode, Homesnap Chief Product Officer Lou Mintzer introduces our newest network for Homesnap ads: Google.

42% of people who use search engines will make contact or buy after getting their results, making search marketing a very effective way to connect with high-interest, motivated leads. Homesnap ad campaigns on Google include search ads, Gmail ads within inboxes, and animated, interactive web ads.

You'll learn:

1. How Homesnap is democratizing search marketing

2. How to allocate budget between search and social marketing

3. How Homesnap tests and optimizes keywords and lead pages to deliver best results for agents

4. How to respond to a lead from search marketing

5. Why Homesnap ads work for any agent, regardless of their deal flow

Links mentioned:

App Store

Snapshot #72: A 12-Month Marketing Plan For New (And Veteran) Agents Feb 20, 2018

Show notes

We talk to Christy Murdock Edgar of Writing Real Estate about what new real estate agents should be doing in their first year to get their marketing efforts off the ground. She takes us month by month, focusing on how to prioritize and how to sequence marketing activities.

You'll learn:

1. How to get the right headshot.

2. Business cards: standard or standout?

3. How to set up a system to track contacts.

4. How to define your sphere of influence.

5. Why it's ok to take time to figure out what you're doing before you make a big investment in marketing.

6. Why a social media calendar makes you more efficient and productive.

7. How to define your niche and who you bring value to.

8. What a "client avatar" is and why you should develop one.

9. Why you should launch a blog and repurpose the content over and over.

10. Why you need to segment your email list and your content.

Links mentioned:

Inman article by Christy Murdock Edgar

24 Me

Slack

Snapshot #71: How To Do Branding A Different Way Feb 07, 2018

Show notes

Homesnap talks to Kim Colaprete of Team Diva Real Estate (Coldwell Banker Bain) in Seattle about the distinctive brand her team built around personalized relationships with clients.

You'll learn:

1. Why Kim doesn't need to be the agent for everyone.

2. How being authentic and delivering a personal message leads to stronger client relationships.

3. Why Team Diva doesn't shy away from political discussions, and in fact finds that they strengthen client relationships.

4. Write about what you're passionate about. It will show if you don't.

5. Why Yelp works for Team Diva.

6. How Team Diva is using a hub-and-spoke marketing system with an email newsletter to deliver great value to their clients.

7. The dangers of using a generic drip marketing campaign.

Links mentioned:

Snapshot #70: Building A Niche Brand In A Competitive Market Jan 22, 2018

Show notes

Homesnap talks to Stacie Staub, Owner and Founder of West + Main Homes in Denver, about launching a boutique real estate brand in a very competitive market through building community. We cover:

1. Stacie's storefront office and how that has engaged her community around her brand

2. how her logo and collateral reflects the values of her brand

3. how she uses digital marketing and social media

4. her high-quality print magazine (designed internally) and how it attracts clients

5. why she's doubling down on video in 2018

6. why blogging is a great community-building tactic

Links mentioned:

Slack

Homesnap

Google Keep

West + Main Instagram

Snapshot #69: Creating A Distinctive Brand Through Content & Social Media Jan 02, 2018

Show notes

Homesnap talks to Gemma Schaefer and Kristin McFeely of the Philly Home Girls about how they've developed a very distinctive brand through content and social media for niche audiences. Find out what they do differently and why it works.

You'll learn:

1. How the Philly Home Girls pay attention to their audience's interests to determine which content to create and post.

2. How they curate and tag content to increase SEO and reach.

3. How they remove ego from their marketing and focus on what their audience wants.

4. How they bring a human touch to their listings.

5. How they've organized their website around home stories and neighborhoods to connect consumers, neighborhoods and properties.

6. Why the Philly Home Girls show their personal, human side through social media.

7. How they divide marketing roles among their staff.

8. What they have planned for 2018.

Links mentioned:

Planoly

Creative Market

Snapshot #68: Building And Defining A Brand Through Digital Marketing Dec 19, 2017

Show notes

We talk to Kenny Truong of Climb Real Estate Group in Oakland CA about how he built his brand, Fast Agent, using digital marketing and social media.

You'll learn:

1. How Kenny used a hashtag to introduce his brand.

2. Why he built a brand distinct from his last name or brokerage name.

3. Why Kenny expanded to include motivational, coaching and training content aimed at other agents.

4. Facebook vs. Instagram - how he uses them differently.

5. How Kenny uses retargeting on social media.

6. How Kenny uses ad platforms to amplify successful content, rather than creating separate content just for ads.

7. Common mistakes agents use when building a brand.

8. How Kenny looks to other industries and companies for inspiration for his own content.

Links mentioned:

SleepCycle

Slack

Intelius

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