Real Estate TikTok Tactics, Tech News, & Open Houses | This Week in Marketing

in today's episode of this week of marketing we're going to talk about news and Trends and updates that relate to your marketing mix I'm going to share a couple of solid strategies to generate more listings in your business and then last I have a special guest interview to talk about a Tik Tok strategy that's going to make your wheels in your brain turn welcome to this week of marketing my name is Jason pantana I'm your host and if you are new to the Channel please make sure to tap the big red subscribe button and there's a bell icon right next to it that if you tap it it turns on notifications so you get alerted for new episodes just like this now today's episode is a new format for the show The Format I'm going to continue with rolling forward and it has three segments the first segment is news and updates that relate to your marketing mix the second segment is going to be a breakdown of different tactics or techniques or tutorials to help you generate more listings and more business and I'm going to start wrapping up every single episode with an absolute Rockstar interview case study about what's working in the field so without further Ado let's dive in I got your news and updates coming right up beginning with the story from LinkedIn LinkedIn has updated their core algorithm to now Embrace Evergreen content now when you think about social media platforms historically it's been you create content it's like throwing Another Log on the Fire and the feeds burn it up the average life expectancy of a post on a platform like Facebook or Instagram or LinkedIn is like a day maybe two days but what they've done at LinkedIn is they've effectively said we're now looking for valuable content Evergreen content which means it can't be irrelevant tomorrow so there is an element of some cont content can be really good content but it's just timestamped and it's fleeting and so tomorrow it's not as relevant as it was today because it's breaking news for instance but not withstanding what they're saying is we think that the best creators should be rewarded so the AIS that are now Behind These algorithms are so much more capable of figuring out who to show content to they can look and see well this is a great post it checks all the boxes of great content let's keep showing it to more people who fit the box of the model follower of this Creator and I'm willing to bet that forms like Instagram with their reals and Facebook and Tik Tok and others we'll see what's happening with LinkedIn and they're going to be rewarded for it because guess what people on social want to see the best quality content it is about seeing new content but it's also about seeing the best content I for one am hopeful that Evergreen content and a focus on quality not just quantity becomes a trend that continues in 2024 next up this one kind of piggybacks the last Point Tik Tok and Instagram are extending run times in testing right now for their videos so Tik Tok is extending the runtime of videos from a testing standpoint up to 15 minutes it's not final but it's going to be up to 15 minutes and Instagram is looking at a 3 minute reel option which right now they're CT at 90 seconds they're testing 3 minutes and they're also testing up to 10 minutes to see if they can get better engagement will people watch for longer and my prediction is if the quality of the content is there if it's good yeah they will you got to think though about the differences of a scroll based platform like Tik Tok and Instagram where you're scrolling and then oh look there's content and it just flash is in front of you and you decide to want to watch it for longer perhaps versus a platform like YouTube where the dominant means of finding content of discovery of content is through search and when you go searching for what you're looking for it generally comes with the implied consent to watch for longer because you're looking for something specific so the AI and the algorithms are going to have to get super sharp about what content they show to people so that they can match their demand of what they're willing to watch at that right moment of time to get them to watch for longer so how are you paying attention to these trends of long form content next up there's some internet troubles for chat GPT powered by open AI you may be aware that chat GPT is trained on data Limited at the time I'm filming this up until April of 2023 and so you might put something in your chat GPD conversation where it's forced to either make up an answer which it won't really do or it might use a feature built into it called browsing powered by being where it can go effectively run a being search to go find up-to-date information that it's missing because it was trained up until April of 2023 anyways what's happening is a lot of websites are on their robots txt files the robots txt file is a website's rules of who and what can or can't crawl its web pages so for example you might have had a web page before like a landing page that you don't want someone to be able to navigate to directly through the Google search results so you can prohibit Google from crawling that web page is called No index you can disallow Google from crawling that web page so it doesn't show up in the Google search results well if you look at a lot of websites txt files they're starting to expressly prohibit open AI which is to say chat GPT from crawling their web pages why probably because they want the web traffic they want people on their website looking at other content looking at their products looking at their services and building up their own SEO so I would watch for the trend of more and more websites blocking open AI from crawling their contents and last but not least one final update there are now vertical YouTube live streams and they can actually showcase previews of a live stream in the shorts feed this is YouTube trying to keep Pace with Tik Tok uh which Tik Tok lives are already in the feed itself and so now on YouTube you can have a vertical format live stream we've had YouTube live for quite some time where it's more of a horizontal on demand styled live stream there's now a vertical option and it will put previews of your live stream in the shorts feed so if you're a Creator who's mostly producing short form vertical content on YouTube this may be something that really interests you regardless live streaming no matter the platform whether it's YouTube Facebook Tik Tok Instagram whatever ever live streaming is most certainly a relevant format for you to include in your media mix marketing is ever evolving and with the emergence of AI the rate of change is faster than ever adapt quickly to Aid driven marketing strategies or risk falling behind this is precisely why we've created the AI marketing Academy a 4-we virtual intensive tailored to integrate AI seamlessly into your marketing strategy you'll start with unraveling the basics of AI then you'll get to grips with essential AI tools and finally you'll learn how to incorporate these tools into effective real world marketing tactics space is limited don't miss your chance to be a part of the future now staying true to form I promised you Sweat Equity types of tactics that generate more listings which brings us to a conversation about Dave archeleta Dave's number one source of business open houses open houses all right well I want to talk about open houses through a few different lenses of consideration today one is that you should be doing them why because open houses are the thing that's for sale it's perspective buyers walking into home and checking it out that is for sale it's a chance to connect with Buyers obviously but more than that it's a chance to connect with neighbors I.E your future Sellers and that is how Dave wins listings he recognizes that he is on display for the neighbors to see how he performs and the work he does to get those homes sold so that when they circle around to deciding to list Dave is already positioned as absolutely the listing agent of choice I remember I was on a coaching session with Dave a long time ago and we are looking for ways to buy back time where is Dave spending time that if we could find a way to delegate it or automate it we could somehow get him more time in his day because time is precious and I remember we came to the item of putting out the directional pointer signs to drive traffic to his open houses now Dave does generally multiple open houses every weekend and he puts up numerous directional signs for each respective open house so he's spending like an hour or more every weekend driving traffic by putting out yard signs for his open house because he knows if you can't get traffic there they're not going to be a win so I said well Dave that's it I agree you should keep doing the yard signs keep doing those directional signs because again you can have an open house but if nobody shows up it didn't do a whole lot of good for you I mean there are ways to use it to your advantage but let's let's agree it didn't do a lot for you so you want to drive traffic there but Dave can't we just hire some kid I said somebody who can put those signs up for you and you can buy back like an hour or two hours every weekend and he immediately said no no no I can't do that it has to be me who puts out the signs and I was like Dave come on he said no no it has to be me and here's why because whenever I put those yard signs out I wave at everybody I wave at people who are walking down the street I wave at the cars passing by and I smile big like I own the place and he said because when I talk to prospective sellers later on they always say to me Dave we're choosing to hire you to list and sell our home because every weekend we see you out there in the hot sun putting out those signs working so hard to get your list sold and that's the kind of agent we want to work with the kind of agent who's prepared to hustle and get houses sold and I remember thinking I was talking to Dave I was like he's right he can never give it up that is an integral part of his openhouse strategy but wait there's more so I said Dave what about tearing the yard signs down I mean I get that you want to be seen and waving at people when you put the signs up but can't somebody else take the signs down he said oh no no no no I could never do that I could never give that part of the work up and I said well tell me why and he said because when I'm at the open house I connect with all the people who walk in buyers and neighbors and everybody and they sign in and I use the time when I'm picking up yard signs to call everybody thank everybody for attending the open house and I say hey I would really love the opportunity for you to consider me as working with me to hire me as your realtor for your search or for your sale of home whatever it is and I said hey Dave let me ask you a question are you doing this literally like on carplay in your phone when you're picking up the yard signs and he said yeah yeah yeah and I was like I put my airpods in and then I'm getting in and out of the car he said and I'm picking up the yard signs and I'm putting I was like so they can hear you clanking things around in the back he said oh yeah I tell them I tell them what I'm doing and the reason I tell them is because I don't want it to feel like a sales call I want it to feel like the kind of call that a friend makes think about the people you call when you're bored or you're just on a walk or you're just want someone to talk to you're just doing whatever you're pulling weeds out of the mulch beds in your home Garden who are the people you call Dave said I want the call to feel like that like I'm calling a Bud like I'm calling a friend and so he uses this time strategically while he's working to make the calls and guess what nobody thinks they're sales calls everybody thinks this guy is so amazing I just met him he's just he's out there busting his tail picking up directional signs and he's working so hard and he's thinking about me and it is because of those kinds of actions that Dave winds business Galore how hard are you working at open houses and how hard are you showing buyers and sellers the degree to which you won't stop when it comes to Serv serving their needs hey this last segment is the story of the week I have a special sit down conversation with Zachary fa who is arguably the premier agent crushing it on Tik Tok to generate more business and Zachary is going to break down a strategy he's using to both retarget his audience and attract local perspective buyers and sellers through content on Tik Tok it's lowcost it's both organic and paid it's brilliant you're not going to want to miss this interview with Zachary faou I'm so pumped for this conversation I'm talking to Zachary fa Zach is the founder and leader of Loft team in Delaware they run an amazing organization they change the way real estate is happening in Delaware and Zach you may recognize him as being Tik Tok famous in fact Zach is one of the most successful Tik tokers I found in the real estate space and he has a strategy that has been so clever in terms of legitimately generating leads in his local Marketplace leveraging both organic and paid Tik Tok and Zack I can't wait to dive into this with you I want to talk to you about what you're doing on Tik Tok and so I'm going to just kind of keep the question bro tell everybody what you're up to on Tik Tok well Jason it's no question that the algorithms are continually changing on Tik Tok uh and that means that follower count isn't always something I can count on so we have to really develop a way that we could systematically develop leads on Tik Tok which of course is a national if not International platform so that's tough what we did is we decided to take the organic content that's you know real estate facing or real estate TI yeah and when it does well we bring it to the Tik Tok advertising platform we put 20 bucks behind it and we send it out to the local audience that we're trying to get in front of already and a lot of times it ends up performing just as well with those people even like it's not an ad people comment on it share it like it favored it uh DM us about it and and it's become a formula now when we have certain videos that perform in a certain metric if it mentions Dela or real estate we push it and Works D that's good and I you know talking about hyper local content and being more locally minded because any of the algorithms Tik Tok Instagram whatever they're not really thinking through local content per se they're just Distributing it to anybody's interest to line so I love the idea that you're being locally minded but I think for anybody listening or watching right now they should also think through man I could just put money behind the content if it's already good organic content that performs well organically what would stop it from performing even better locally if I targeted my local audience so you're running ads on Tik Tok with Organic content it's almost like a boosted post kind of a Vibe right cuz it was organic and then you're putting an ad budget behind it and what are you just targeting all of Delaware or is it more granular than that it's Delaware and there's certain interests you can get into it's not super technical on Tik Tok yet but the beauty of it is the cost for of the term CPM or cost per thousand people that see it is so dramatically lower than any other platform and plus if we're getting that ad in front of people which we can do that have already watched our other content there's already some brand recognition uh that comes with that and I think that's important especially on Tik Tok where people are showing new content new creators every moment what do you think so I've watched your videos and with your permission I'd love to link up some of those videos so people can go watch one or two do I have your permission to do that please for great so we're gonna put we can do it yeah we'll put a link to it your content is not what everybody might expect so what do you think most agents would Endeavor to do when it comes to making an ad on Tik Tok versus what are you doing with a Tik Tok ad as far as the content or the messaging is concerned well I think Market updates are are a tried andrue method that that still do work when presented properly yeah I think lead forms which is something you can now do on Tik Tok is something undiscovered but will probably be very heavily utilized by anybody looking to just get leads on Tik Tok sure I think what's working right now is empathy I think it's always worked but right now especially when a lot of people are struggling I think it's like 86% of Americans can't afford the median home like empathy towards the reality of our housing market run as ads is actually working stories about clients that didn't get pre-approved that you otherwise in other markets thought would uh talking about our market and creative fashions that kind of Drive the local person's listening interest because I'm talking about their place um being really hyper local but understanding and thinking about this National content we're we're making making it for and only matter to that local person and a lot of times it's not hey here's what the homes are worth that matters so we do talk restaurants we do talk golf courses we do bring up the local articles because that's what matters to the local person just like a Ken posac we're we're aiming at a community well I watched some of your ads and I was amazed like you talked head on about the struggle of affordability and how hard it is and you relate it to folks in a really really specific way and I think a lot of people would watch those videos and think he is dissuading people from reaching out to him he is dissuading people from moving forward but I'm curious are people indeed reaching out to you are they messaging you what's happening with these ads well a yes people are reaching out to us I'll tell you what happened um I sent you a picture the other day of when we just launched that recent ad set what happens in in marketing as I'm sure you know you show an ad for two three months four or five different ads to the same group of people for so long it becomes repetitive only becomes White Noise right but they're not not seeing you they're just so the moment you throw something of relevance in front of them that's different it stands out like a good sore thumb they see it and and that effect happened with some of the videos we're talking about and now consistently we're getting DMS and comments uh of people that are local and are hearing this message and are connecting with me and are just feeling they can have an open Real Estate conversation with me maybe about struggles and I am having some of those conversations and I'm happy to have some of those conversations well you screenshotted some of the DMS and sent them to me and that's why I wanted to talk to you is because I think you told me I got five leads the first morning one of the ad started running and it was high empathy and you sent me the messages and they were legit I'm moving to the area I'm leing the area I want to sell and it wasn't as if they weren't going to buy or sell in this Marketplace but it seems like they just appreciated somebody calling out what it is for them I think of it like when I used to watch a show called NCIS I love those little crime shows growing up and there was one episode I still remember to this day I was about 14 years old and they showed this b-roll shot before the episode started and it said Canden Wyoming Delaware and I was like holy cow it was not us but it was like we're mentioned I don't know if this is for the person listening but it's for me in Delaware when someone talks Delaware or someone talks about some nichy story that I know about that I know someone two states over has no clue about my ears perk up and when we take content and have that purpose behind it and we throw all of that specific spaghetti at the wall to see what sticks and then throw strategized local money around it I don't see another platform that's offering the return that Tik Tok is even though it does have like you said kind of that negative con connotation you don't get real legitimate leads well all right so here's what I'm hearing that I like that I'm hearing you're taking organic content and putting money behind it you're making content in the first place that's relevant for your local audience sometimes it's high empathy sometimes it's a market update sometimes it's a new restaurant and it's just the kind of stuff that locals would care about who are living in moving to buying in selling in your area like I said you put money behind that content which is incredibly cheap right now the cost per thousand Impressions is remarkably low and Tik Tok lets you target certain basic interest it can Target geographically and you can put money behind organic content and people are engaging with it as if it wasn't paid content and they're messaging you and you're generating leads and it's growing both organic and pay But ultimately it's leading to business for you on Tik Tok and I got to tell you I think anybody watching could effectively take those same basic principles for their own content their own Marketplace and start using Tik Tok to get some business Tik Tok doesn't know the difference between paid and organic so your ads that you're running are going out to local people and then those local people are going to see more of your organic content that isn't even an ad all right dude hey thank you so much Zachary I appreciate it take it easy man appreciate you dude thank you so much for tuning in to this week marketing I want to hear from you in the comments what are you taking action on where you going to start and also who should I be interviewing on the show for future episodes until next week this is this week in marketing a [Music]

Channel: Tom Ferry

Views: 1,720

Keywords: Real Estate TikTok, tom ferry, real estate, real estate coaching, real estate training, real estate school, real estate marketing, business entrepreneur, real estate tiktok ideas, real estate tiktok videos, tik tok real estate videos, how to make real estate tiktoks, tiktok for real estate agents

Id: COb9VgUhFCI

Length: 19min 45sec (1185 seconds)

Published: Wed Apr 17 2024