Austin: Hey. And thanks for coming back to this episode of the Real Estate Marketing podcast. This is episode two of our series with Sam Beiler from Boost Point. We’ve been talking about how you can do effective advertising through social media. If you have not listened to part one of this series, this second part will not make sense. So you definitely want to go back and listen to part one with this conversation. Thanks again for listening and I hope you enjoy.
Adam: Right, a word on format, so you’re saying earlier that video ads and things like that, format and medium, do you recommend that people focus more on like video or photo or just do you have any kind of directions for people that are starting on which ad formats or which media they should focus on?
Sam: I do, yeah. That’s a great question because basically to clarify with Facebook and Instagram Ads it needs either a photo or a video for the ad. This isn’t like a Google Ad where you can just you can put text and that’s all. So the base of it is a photo or a video.
And again, this kind of comes kind of back to the objective of your ad, the reality is that on average photo ads will usually see a little bit more efficient rate of impressions for your ad spends. So kind of a way of measuring your cost for your advertising as far as how many people see your ads is CPM, so cost per 1000 impression. And that will usually be a little bit lower with a photo ad than a video ad.
Now the other thing we have to realize is a 30-second video you’re capturing a lot more attention if you can have people watch that full video. So if your video is intriguing, instead of two seconds of them seeing your photo and glancing through your ad copy they could actually consume 30 seconds, 60 seconds of a video actually interacting with you. So it’s really you almost more want to think of like, “Well, what’s my cost for the attention and the amount of attention that I’m acquiring from a specific viewer?”
So again, kind of general rule of thumb is like, okay, well, if you’re looking to really establish yourself, brand yourself well, communicate well to some extent it comes to is like your strengths, like if you’re pretty good on video and you come across pretty well I really recommend video. Video ads they just … they communicate so much more, you can communicate so much better, you can bring in social proof, you can make that person comfortable with you as a person before you ever have a conversation with that person. So you can break down so many barriers through a good video than just a photo that pops up in an ad.
Now at the same time like sometimes like if we’re building campaigns for individuals and it’s like, “Okay, this specific campaign like I want to generate as many leads as possible.” So most times like with that objective we will look for an engaging photo just because, again, your CPMs are usually a little bit more efficient with photo ads versus video ads.
Making The Video Ads
Adam: A type of video you’re seeing on there, I mean, is it like I really highly produced, I mean, are we going for like a TV commercial, are we going for like a really artistic video, is it a selfie camera photo? Do you have any kind of recommendations for people if they … but I think when people hear video a lot of times they get really nervous because they know that big brands will spend hundreds of thousands of dollars on a video. What kind of video do you working on these platforms?
Sam: Yeah, so video … the guide here should be make it as authentic as possible. So sometimes you can have a very well-produced video that’s extremely authentic and it’s like, okay, that can do really well. But most times the easiest way to get a really authentic video is just pulling out your smartphone and like having a FaceTime conversation with your audience. So just picture that a homeowner that’s thinking about selling their home as you just be talking to them on a FaceTime call, so literally just pulling out your phone, selfie style home video and having a conversation in that way.
And you can get creative with this. I mean, maybe you just sold a home in a neighborhood and it’s like, “Hey, Lancaster. My name is Sam Beiler and I just sold this home, it was only on the market for two days and we got over $10,000 of the listing price for it. The homeowners are extremely happy. And while we’re here we ask if there’s any other homeowners in this neighborhood that are looking to list their home.” Something like that. Again, there you can bring in social proof, you can build trust with your viewer. And something like that is going to do a whole lot better.
And we’ve measured this too it’s like even comparison like of that type of video paired beside, to the same audience, paired beside a video that a brand spent about $10,000 producing that was more of like a promo style video with like a voiceover and some really great video production but it was more that promo style, something great for their website or for a TV ad, but it just didn’t perform near as well as that more authentic video when it came to Facebook and Instagram.
Targetting Your Ads
Austin: So I have two questions here too, kind of I think they kind of go hand-in-hand. I love the advice of it doesn’t need to be like this over-the-top video, it can just be a FaceTime, just pull your phone out, just record. Like, I love those type of tips because I think people over think it.
So let’s say someone built a video kind of like you just said – I sold this home for $10,000 more. Two questions, how like hyper-targeted should they make this? So like where in Lancaster County? Should they make it like, “Hey, if you’re in New Holland give me a shout,” and only market to people in New Holland, should it be like county-based, where do you see people converting well and then what call-to-action should they do at the end of that? So like if they’re super hyper-targeted like if you’re a New Holland, which is a small town, give me a shout. What should they do to end the video?
Sam: Yeah, great question. So the general rule of thumb here as far as targeting is to be as a hyper-targeted as possible. So on the Facebook platform the minimum for an ad, as far as like a mile radius, the minimum you can go is 15 miles for a real estate ad because it falls under Facebook’s ad category of promoting housing. So this was actually something they just implemented last fall, before that you could go as targeted as a one mile radius, but right now if you’re doing ads promoting any type of housing your minimum mile radius is 15, which is still decent. I mean, it’s not like you’re creating a 50-mile radius and hitting just such a huge, huge area.
But again, kind of like looking at what area, what’s the 15-mile radius that I’m targeting, and then speak specifically to that audience. It’s like, “Hey, Lancaster homeowners,” or like you said, “Hey, New Holland area where I just sold this home, I’m one of the best real estate agents here.” And then kind of some advice I’d say for like a call to action and just even overall like communication through your ad copy and if you’re doing videos, remember that you’re talking to people and speak to their specific desires and not just what makes you special as an agent.
The best agents, the best people in sales are the ones that understand their customers the best and that can communicate to their particular desires. So even keep that in mind as you’re creating your call to actions, your headline for your ad. Think about their desires and how you can fulfill those. So even like an example that could be like, “Hey, how to buy a home for less than you’re paying for rent.” So it’s more about, “Hey, like I want to buy a home. Oh, that, yeah, I’m renting.” And so speaking more specifically to their desires than saying, “I’m the number one real estate agent in Lancaster, contact me to sell your home.”
What Platforms Should You Advertise on?
Adam: Next thing here, Sam, I want to ask a little bit about platform. So early in the conversation we talked a little bit about Instagram and Facebook. Do you have any rules of thumb, you mentioned … I guess part of the reason I want to ask this is you mentioned that it’s really important to have a good organic presence on the platform that you are going to be advertising on. It could be a little bit of a stretch for some people to have an active Instagram presence and an active Facebook presence. So do you have any rules of thumb for which one to focus on and just different types of companies or anything like that?
Sam: Some of it I think should be to what you’re most comfortable with, but that shouldn’t maybe be the main reason you go to a specific platform like you might enjoy Tik-Tok the most right now, but it’s not quite where the demographic for home buyers are right now. It could be in a couple years.
But I’d really look at like the platforms that you can kind of leverage the organic strategy the most. And so for that Instagram is really great right now for still being able to get a decent organic reach and audience.
Other ones that like that people might not think about so much would be like LinkedIn. LinkedIn is actually a really great platform right now for organic reach. I wouldn’t recommend it as much on like the paid ads side because ads are quite expensive on LinkedIn, but as far as like an organic reach I mean you can network so well on LinkedIn. LinkedIn is great for connecting professionals with each other. And I think we always just kind of think about that more of like a B2B like relationship and not as like a B2C relationship. But the fact is like, okay, well, no, it’s just like people on that platform and those people have housing needs, so how can I meet them on that platform, kind of jump into their world and provide relevant, valuable content to them and start to become known?
And like I’ve seen the flip side of that a lot, like a lot of B2B businesses really struggle with the idea of Facebook like, “Well, why would I want to do Facebook Ads? Like, that’s just basically friends communicating with each other.” And what you have to realize is just we will go where the people are, that’s all you need to worry about – go where the attention is.
A couple of other like organic strategies that I’ve seen really well is like Facebook groups. There’s so much opportunity with the local Facebook groups, like if you have a Facebook profile, like a personal Facebook profile, like I encourage anyone to just like start searching like the local groups that you might have. There’s usually half a dozen that have several thousand people. And like you can pipe in there on existing conversations. And you want to be careful that you’re not doing like hard asks and hard sells here, but you can jump into conversations, build relationships.
I know of a roofing company owned by a friend of mine, like he said he can like … if he’s doing this consistently he can get like four new roofing jobs every month just by posting in Facebook groups, interacting there.
The other one is next door, the next door platform, is another great platform. And some of these too it’s like being intentional with your existing customers and say, “Hey, would you mind posting about me in the next door platform if you have a profile or in your local neighborhood’s Facebook group?”
Some of these things maybe seem like maybe not as like flashy as like getting Facebook Ads up and running and as like scalable and quick, but some of these things are like they’re so practical and simple to do and like for someone who’s like, “Okay, well, I don’t have a thousand dollars to put towards ads right now,” well, you probably have … you could probably create an hour, two hours a day where you’re going on different local Facebook groups, the next door app, LinkedIn and start doing some networking.
Austin: Yeah, that is a really good advice as far as like going into the Facebook groups. I think there is a huge potential there to grow your business. Just, for example, for people listening to this, I saw a guy who posted in the like Central PA house group and he just said, “Hey, I have a free download, if anybody’s interested in how to get leads let me know.” And it had like 80 comments on it. So that guy … he’s built up a pretty good list of people who were interested in leads just from posting that on there, something free. So I think that’s a really good advice.
Sam: Yeah, that’s like that’s a great strategy there it’s like, okay, once you start entering into conversations even with like, okay, like maybe someone’s like … like you need to be authentic, that’s the main thing here. So like even just piping in on conversations, maybe someone’s doing … there’s a neighborhood yard sale and you’re jumping on that conversation like, “Oh, I wonder what type of items you have there. I might come by on Friday,” or whatever.
But then every once in a while posting something that’s related to what you do and what you sell. Maybe you have a free market report that they could … that you could put a link in and say, “Hey, if anyone’s curious about what the real estate market is doing right now, I’ve been in real estate for three years. And here’s a market report that I put together that you guys can feel free to download if you want to.” Or, “Hey, here’s a tool on my website that you can see what your home is currently worth, a free home evaluation,” like that type of thing.
It’s something that like those type of offers work really well in Facebook Ads, but they also work really well just in an organic strategy as well.
The Content of Your Ads
Adam: Moving a little bit to the content of the ads just really quick, because you see so many of these, you’ve got a pretty massive data set for us, what are you seeing work, any quick tips you have for people in terms of the ad copy, the positioning of the ad or the calls to action inside the ads?
Sam: Absolutely, yeah. So with ad copy which is again the text portion of your ad and like your ad headline, don’t underestimate that. With our experience with the thousands of ads that we see going through Boost Point that has so much to do with the success of your ad. So yeah, a great photo, a great video – that’s kind of like the pillar of your ad. But engaging ad copy is very, very important.
And a couple maybe tips here is, again, just kind of like right like you’re talking, it’s kind of a good rule. And even short choppy sentences, instead of doing a whole three paragraphs split that into ten quick sentences. And clarity is huge as well, so especially if let’s say we’re putting an ad together for a … the objective is to generate leads for people that are looking to sell their home. Well, let’s start with what are we going to offer these people, like why would they actually give me their information?
So I mean, a couple of like the kind of standard offers or call to actions do work really well on Facebook which could be like a home evaluation report or like a real estate market report. So someone that’s thinking about, again, someone filling that out they’re at least thinking about maybe selling their home and looking to get in front of those people more like the top of the funnel and then having a process to qualify them.
So having some sort of very clear call to action and offer is really important. So I usually shy away from people just like, “Hey, I’m a real estate agent. Contact me for your housing needs.” Like, there’s nothing really like clear to the point of like, “Well, why would I actually fill that out? I don’t really know you, you haven’t really built any trust with me yet.” So it’s more like coming in with a great offer for, “Hey, you know what? I would like to maybe see what my home is worth or get them a market report for my area.”
And then kind of taking that just approach with your ad copy then as well as like speaking specifically to your audience. So not just getting on there and like going through, “Hey, these are the three things that make me special as a real estate agent,” and leading with your ad copy with that, you really need to lead with, “Okay, well, what are …” Like jump into a conversation that’s maybe already happening in their mind and reference that. So someone maybe considering to sell their home, maybe wondering is it a great time to sell my home or not? So it could be, “Hey, Lancaster homeowners, with the current state of the market now is one of the best times to sell your homes within the past decade because home values are at an all-time high,” or something like that.
This is just stuff off the top of my head.
Adam: No, that’s really helpful, yeah.
Sam: Again, then there’s like, okay, well, you spoke to kind of what I’m considering is like, well, I’m not sure if this is the best time to sell my home or not – now you’re kind of creating some urgency with, “Oh, right now maybe actually the best time.” And then with a great call to action that’s like, “Okay, you know what? I am going to check that out.” So really speaking first directly to the conversation that’s already happening in your potential customer’s head, jumping in on that.
And then after that you can jump into a little bit more of gaining their trust through maybe you do have ten years of experience and you’ve worked with 200 clients, you can kind of bring that as the second, third paragraph to kind of start to build that trust then after you speak to their needs and then even building social proof.
Like, I love kind of that flow in ad text for an ad, it’s like speak to where the person’s at and what they’re thinking about. And then build some trust with like, “Okay, here are the things that make me unique as a local agent.” And then maybe here’s like literally you could copy and paste three to five Google or Facebook reviews from some of your recent customers. And then that’s pointing to a call to action to actually convert them to a prospect.
Adam: Well, you gave us a ton of value today and obviously you clearly know your stuff. So if somebody is interested in the Boost Point platform, what are the best steps? Can you share any kind of entry-level pricing points you’d be at? Tell us a little more if we want to get to work with you guys.
Sam: Yeah, so I mean, the reason we built Boost Point was to make Facebook Ads accessible at a low cost for anybody. I kind of look at like the social media ads world was kind of like what Google Ads was 15 years ago, like there’s just so much opportunity if it’s leveraged properly and like you can get a really positive ROI.
But the challenge is like, “Well, how do I get started?” So basically what the Boost Point platform is, hey, you can create a free trial, create an account, connect your Facebook page to it and then we have everything there that you need to get started. So the only thing you need to do is the geography of my ad, we have some ad templates to help you get started and you can go from knowing nothing about Facebook Ads previously to have your first ad up and running within about 15 minutes after you create an account. And it’s an ad that you like feel like comfortable with, confident in because we have everything there that … we even have like conversion pages through Facebook forms, it’s all there as well, so you don’t even need a full-fledged website like to get started to start generating some leads. And then all the lead notifications pipe right through our platform as well.
And so you can get started with like a 14-day free trial with our standard plan, and that’s access to our software and then you implementing it yourself. And then our subscription price is $1.99 per month, and then it’s your ad spend on top of that.
And then the other thing that makes us unique is like we have a team of customer success reps here as well that are always just like a phone call or an email away. Like, almost every one of our customers really leverages our team alongside with our platform because, again, we’ve done this for hundreds of people, we’ve done this with hundreds of people previously and usually a quick conversation while you’re building your first ad can be a lot of help to point you in the direction to get you the best results jumping right into it.
Adam: Awesome. Well, thanks again. I really appreciate you coming and sharing all that value. Austin, any other final questions or anything?
Austin: No, I think this was super helpful. I love when we do episodes where people can take these actionable steps and not overthink it, right? Like, I think you gave some great advice for people to just go and do it, and I think that’s going to be super helpful. I definitely encourage people to look at Boost Point, go to it, I know they can help you. I see the Boost Point ads, like I’m pretty confident at least on my Facebook that it’s people who use Boost Point in our area, so I think that’s pretty awesome.
And then I guess, Sam, is there any other way people can get connected to you? Listening to this, if they want to follow you on social media, podcasts, those type of things.
Sam: Absolutely, yeah. I am pretty active on the LinkedIn platform, so just search Sam Beiler, and I’m with Boost Point. And we have our own podcast. Adam, we brought you on I guess a month or so ago, the Small Business Big Growth podcasts. We have enjoyed building that over the past couple months as well. But, yeah, we’d love to connect. If you’re interested in getting some more information on Boost Point that’s just boostpoint.com then there as well.
But I really appreciate this, Adam, Austin. I love what you guys are doing, just empowering real estate agents with the content and also the products that they need to grow. I love what you guys are doing.
Austin: Well, great. Well, thanks so much, Sam, for coming on. And I will link BoostPoint in the show notes and get your podcast in there in the show notes as well and I try to just get all the links people need to get connected with you there. So thanks so much for coming on.
Thanks guys for listening and we’ll see you later.
Outro: Thanks again for listening to this episode of the Real Estate Marketing podcast. I hope you enjoyed it. And please leave a review if you liked it, we’d love to see what you have to say. Thanks.