The one real estate strategy generated 48 closed listings of sellers in 2020, and I’m about to explain how it all works.
Now, mind you, I closed a lot more than that. I'm just talking to you about the listings closed with this one single real estate strategy that we used. Here's what it starts out with. Step one is creating video content. After creating it, work on properly distributing that content. Utilize the Facebook ads manager account and run ads using the reach objective and video views objective. Put content out there that you think people might be interested in.
So for example, if you want listings, you're going to create material videos all about listing. Think about what problems sellers are having right now. For example, sellers might want to sell, but they're afraid they're not going to be able to find a replacement property so they're not selling.
The Best Real Estate Strategy
One strategy that we implemented in December and January was creating videos regarding what you can do to sell your home right now in this great competitive market and still be able to find a replacement property so you're not homeless. So, all of our video content was all about that. Then we push these ads out on Facebook, this way we can see through Facebook how much of the video people are watching. Anybody that watched 75% or more of the video about selling, we then want to re-target more videos about selling.
We don't ask them to fill out a form, download something, or attend our seminar. We start with creating at least three videos targeting people and re-targeting people. Meanwhile, we are creating special ad audiences. This means that we're telling Facebook, “Okay, find me more people that are engaging just like these people are.” That's the first step in creating content. Three videos targeting people and re-targeting people, which is not called the special ad audience.
Once they've watched three different videos, you're going to send them down to a funnel in which they request a market analysis. Here, you'll prompt them saying, “Would you like a market analysis from your home?” Meanwhile, you’ll continue to target them on Facebook, show them testimonials from past clients put marketing examples from the way that you market your homes in front of them.
Now, what happens when they opt-in for the market analysis? This is when I not only drop off the comparative market analysis on their front door, I also hand-deliver a copy of my book, The Savvy Seller, and a copy of my marketing plan. Before I leave their house, I send a quick little video, saying, “It's Krista. Please do me a favor, check your front porch. I just drop something off for you, and be sure to check your email because we also are going to be sending you a quick little video going over what this market analysis is.” Then I follow that up with a digital copy of the CMA, my book, a digital copy of my marketing plan, and a seller's guide.
What Do You Gain?
Some people may see this as too much work, but that's what gets those 48 listings guaranteed. You have to be different and go above and beyond.
I start by having people see me on social media. They get to know me and trust me, they start seeing me as an authority. I'm giving them a lot of value. They see me as the expert because I'm targeting them with relevant information that's going to be helpful to them.
Once I've established a relationship, established myself as the authority, then I ask if they'd like “what's my home worth”. At this point, they're much more likely to give me their information because I've already given them a lot of useful, helpful information.
All of those steps are exactly what I do to get in front of sellers. I create content in the beginning, give them value, help them, and then I follow it up with concrete results. Over-serving is how we generated 48 seller transactions just from that one real estate strategy in 2020. It can and will absolutely work for you, too.
