775RealEstate.com was an exciting project because we love a challenge. The real estate industry is booming right now and there are thousands of new agents entering the real estate industry every month. Not only that, this project presented another unique challenge as the real estate professionals we began working with were not only new to the industry, they had just moved to a new city and had no contacts to help kick off their business.
I don’t know if you’ve heard the number or not but, something like 90% of real estate agents don’t make it. The industry is not only crowded, it’s highly-competitive. There are hundreds of millions of advertising dollars going to work for real estate professionals every week.
Something like 8% of real estate professionals have marketing skills. As a result, many agents will pay top-dollar to large companies like Zillow or Realtor.com for leads. This leaves the majority of agents depending on the same advertising structure and passing back and forth the same leads. To us, this was a clear opportunity for our client to stand out.There is no doubt that you can create an effective and successful foundation for generating leads independently, thisbuilds a solid foundation that will promote growth over the long term, and that is exactly what we did for this client.
The way we see it, there are 2 types of successful real estate agents. There’s agents that have a great sphere/network that is used to generate enough business and referrals to keep their business going and growing. Then, you have the agents who, even without a sphere, are closing deal after deal because of their highly-effective, lead generating, advertising efforts. Our client on this project had no network, but you wouldn’t know that from their transaction history!
775RealEstate specializes in assisting buyers and sellers through residential real estate transactions. They are located in Reno, NV, a fast-growing mid-size city that just recently has welcomed a few larger companies like Tesla, Google, and Switch. 775RealEstate prides itself of providing an unmatched level of service and providing the most effective marketing tools and strategies to their clients. The professionals with 775RealEstate are agents with the Dickson Realty, voted the #1 Reno/Tahoe firm and the leader of the market share in Reno/Sparks.
From the beginning, we knew that the we needed to think outside of the box with this one. Almost every agent has a website and there is a large percentage of agents who have, or are willing to, spend some money on their online presence. It’s not uncommon for individual agents to havenice websites, some pay expensive monthly fees to keep their website running, some even hire marketing or advertising firms to run all that for them. The point is, our client’s website needed to stand out from the rest, and it definitely needed to provide value.
We setup a creative way for visitors to engage and get the information that’s important to them:
We setup a blog and upload new engaging content regularly, keeping our client’s website relevant and up-to-date:
We also setup a ton up an awesome lead generation system that kept fresh leads coming in daily:
Once we had the design finished off, we setup analytics and conversion tracking that continues to help us optimize our advertising accounts for better performance to this day.
Postcards, door hangers, and flyers are extremely common in the real estate industry. This is because direct mail marketing is surprisingly affordable (especially with EDDM) and, with the right design & concept, still has the power to be very effective. Not only did we use postcards to promote our client’s real estate services, we also helped promote their listings through Just Listed postcards and flyers:
Because lead generation is so important in the real estate business, we implemented text capture technology on almost all of our client’s marketing materials (including their yard signs). This allowed consumers to get the information they want (using the method they want), easily and quickly. At the same time, our client was getting leads that they were able to follow-up with and turn into more business:
Social Media offers some unique advertising and marketing opportunities for real estate professionals. It’s highly-effective and targeted platform is used to generate thousands of new buyer and seller leads every day. The downside, but also an upside (depending on how you look at it), is that there is enormous amount of real estate advertising going on (the upside is that most of it is “cookie-cutter” strategies that aren’t performing well so it’s easy to stand out). Not only did we setup the Social Media accounts to run effective advertising campaigns, we help manage this account by posting relevant content to keep its audience aware and engaged.
Because our Social Media ads were custom, targeted, and unique compared to our client’s competition, our client’s ads performed great. In fact, when we would measure the Social Media account’s activity, we would compare the account (single agent) up against other brokers (companies) in the area. Take a look at the activity compared to a broker with hundreds of agents selling for them:
Social Media advertising proved to be a tremendous success for 775RealEstate. This company went from arriving to a new town, with no contacts, and a brand new business; to talking about real estate with buyers and sellers every day, and it happened almost instantly after turning on the advertising campaigns. Social Media allowed us to target areas, as well as behaviors and demographics, this was an essential part of making this client’s advertising structure a success. The image above shows you that we were getting thousands of clicks (website traffic) for around $0.13 per click, not only promoting more business for our client, but also bragging rights that helped them get more listings because we could help them promote their listings better than any other agents in their area!
We also used Google AdWords to help our client generate leads and create brand awareness. As you can see below, we were paying around $2.60 per click for our seller campaigns that were structured to generate seller leads:
With Google AdWords your only charged when someone clicks on your ads. So, we targeted our ads to people that were searching for services to sell their home. If that person saw our ad and was interested enough to click on it and land on our page (sales pitch), only then would we be charged.
From the beginning, we knew our client was depending on lead generation and they wouldn’t survive long without it. We created different campaigns based on what type of leads we were trying to bring in, buyers and sellers were approached differently. We brought in leads through Facebook’s lead generation forms, as well as through advertising campaigns that directed users to landing pages that we built to generate leads:
At the time we are writing this, our client is still selling real estate and is currently having their best year so far. We still manage their Social Media and other advertising accounts and the quality of advertising our client is able to put out is still a huge selling point for getting new listings. It’s an honor to be in business with 775RealEstate, we can’t tell you how happy we are to see our client doing well with their new business. We are excited to continue to watch them grow and know we will see them selling real estate for a very long time!