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Get Your House Sold: Real Estate Marketing in the Digital Age (Part 2)

Okay, here it is, part 2 of my strategic digital marketing plan. If you haven’t read part one, you can do so here:

Real Estate Marketing in the Digital World (Part 1)

Now, I love giving credit where credit is due and, I must admit, these aren’t my original thoughts. The boomerang traffic plan is from the folks over at Digital Marketer and the remarketing grid is from Mike Rhodes, Founder and CEO of WebSavvy.

What follows is my application of their ideas specific to real estate listings.

In part 1 we learned how we create custom audiences, where we get traffic, and how we use tracking pixels to create a look-a-like audience. But, it doesn’t stop there.

We'll use the boomerang traffic plan and the remarketing grid to bring "lost traffic," (those who have not converted into a lead) back to the site. This is the driving force behind my marketing plan and is what will put us in the position to get multiple offers on your home.

For every person who sees the ad there will be a portion that clicks through to your custom webpage, of those page visits some portion will click the opt in button, of the people who click the opt in button, some portion will actually schedule a viewing.

It looks like this:

The truth is, most people who view your property website will not schedule a viewing. But what do we do with these people? There certainly has to be a portion of them who didn’t schedule a viewing that are indeed searching for a house just like yours.

As we learned in part 1, all of the visitors to your custom property website have been pixeled, meaning, we can put new ads in front of them based on their behavior on the site.

We’ll use a similar ad image and copy that reads something like, “Did life get in the way, you never scheduled your viewing.”

This allows us to recapture leads who may have shown some level of interest but did not fully opt-in. Additionally, we’ll have custom ads for each point of the path where a user drops off so the message is highly targeted to that user.

In short, we remarket them specific to their behavior on your webpage and bring them back to schedule a viewing. Hence the name, boomerang traffic plan.

Remarketing to buyers based on their behavior on your custom property website.

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So we know what we’re going to do but how do we do it? Better yet, how can we optimize it?

The answer is the remarketing grid.

The remarketing grid is simply a strategy we use when applying a boomerang traffic plan and it helps us to visualize how it all works.

Facebook allows you to track audiences for up to 180 days, however, when applying it to a real estate listing, we want to use the average days on market. Right now, in Bellevue, WA at the end of 2015, the average days on market is just above 60 days.

Which is what we’ll use for the rest of this example. So, our remarketing grid for people who have viewed your webpage looks like this.

A user will stay on our remarketing list for 60 days then, as you can see above, they drop off. The only way they’ll stay on is if they visit the site again, then the 60 days will reset.

Next, we’ll split the grid up into three groups based on behavior. The groups will be:

  • Not Interested
  • Interested
  • Viewing Scheduled / Converted

This is where the grid starts to take shape.

Using internal metrics, time on site, and page clicks we'll determine what group to put each unique users in. We'll want to remarket only those who are interested but haven't converted.

So, we’ll be excluding all the people who have converted (aka, scheduled a viewing) and those who we determine aren't interested.

It'll looks like this.

Next we’ll segment these groups based on time. We’ll stick with the 60 days for the sake of the example but, it’s worth noting, this can be changed to fit current market trends.

Whatever time frame is used, the reasoning stays the same. Mike Rhodes said it best, “One of the greatest predictors of future behavior is past behavior and, especially, the recency of that past behavior. . . Recency of behavior can predict just about anything.”

This rule of thumb gives us a powerful tactic to remarket our audience, on the grid, it looks like this.

As you can see, the remarketing budget deceases over time as the user becomes less and less likely to schedule an appointment.

Now, this is just one way to spread out the budget, we can use a number of remarketing schedules based on time.

For example, we could use the following to remarket people quickly, back away, then hit them again with an ad later in the 60 day window.

This is why the remarketing grid is so powerful. We get a visual idea of the overall strategy, the amount we're spending, and why we're spending it. This really allows us to maximize the marketing budget so we aren't wasting any money on uninterested leads.

But, wait, there's more!

Another way we can use the grid to our advantage is by remarketing using a new creative - the ad that populates in the users news feed - based on the amount of time that has lapsed. It would look like this.

Using the above grid we would put the following ad's in front of the users.

Ad Number 1 - Sent to users in 0-10 day audience - A standard remarketing ad that uses a similar image but has new headline copy.

Ad Number 2 - Sent to users in 11-20 day audience - An ad detailing an upcoming open house, any changes in the listing, or additional incentives to come view your home.

Ad Number 3 - Sent to users in 21-30 day audience - An ad showcasing some of the other homes in the area that are available on the market.

Ad Number 4 - Sent to users in 31-60 day audience - An fear, logic, gain ad based on the amount of activity your home has received that's intended to create a scarcity effect. For example, "Offers have been received and we're reviewing them Monday, last chance to buy this home - schedule your viewing now!"

Ad Number 1 - Sent to users in 0-10 day audience - A standard remarketing ad that uses a similar image but has new headline copy.

Ad Number 2 - Sent to users in 11-20 day audience - An ad detailing an upcoming open house, any changes in the listing, or additional incentives to come view your home.

Ad Number 3 - Sent to users in 21-30 day audience - An ad showcasing some of the other homes in the area that are available on the market.

Ad Number 4 - Sent to users in 31-60 day audience - An fear, logic, gain ad based on the amount of activity your home has received that's intended to create a scarcity effect. For example, "Offers have been received and we're reviewing them Monday, last chance to buy this home - schedule your viewing now!"

Some of you may be wondering how example ad number 3, me showing them other listings in the area, benefits you. Well, truth is, it doesn't, it benefits the other sellers in the area.

However, I'll be doing the same thing to buyers who have viewed other listings but not yours. Meaning, any leads I get from other sources that haven't seen your listing will now get an ad to come view your home.

Also, remember, there are no hard and fast rules so any of these ad sequences can be used in a number of ways on your listing. Ultimately, the amount of activity, time on market, and market conditions will determine what ads we use and when.

As you can see, using the boomerang traffic plan and remarketing grid, we'll track and capture leads who may have viewed your custom property website but didn’t schedule the viewing appointment.

This allows us to increase the overall traffic to your listing and ensure your property is seen by the most buyers. Combine this with traditional marketing methods - putting a sign in the yard, putting it in the MLS, putting it online and generating print ads - you’re sure to have a successful sale and likely multiple offers.

So, the question is, does your Realtor® have a marketing plan like this? If not, call me, I answer my own phone 425-205-0791.

Lastly, if you're interested click here to see the original post (where I learned this strategy) from Digital Marketer and Mike Rhodes.

As always, send me any real estate related questions or needs.

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