Marketing Stream LIVE Q&A w/ Jason Pantana - Broadcast #8

Hi friends! Given all that's been going on, marketing landscapes have changed (and will continue changing). My goal is to help as many business owners, entrepreneurs, and professionals successfully navigate today's market as well as position themselves strategically for future success. Instagram:   / jasonpantana   Facebook:   / jasonpantana   YouTube:    / jasonpantana   Twitter:   / jasonpantana   LinkedIn:   / jasonpantana   3:59 - Q. Compare and contrast Zillow vs. generating my own PPC leads. (@heatherklompmaker) A. Zillow tends to be a much higher cost-per-lead—the reason being, it tends to produce higher intent (i.e., bottom-of-funnel) leads. They click a button that says, either, “contact agent” or “schedule tour,” both of which are high-intent actions. PPC ads (Google, Bing, Yahoo, etc.) tied to search queries on search engines and based on keywords (and/or other factors) do show intent, but only so much that an individual is seeking out info online, which is characteristically a middle-of-funnel action. You’ll get a bunch more leads at a far lower cost with PPC, but, in all likelihood, it’ll take more effort and time on your part to nurture and convert those leads into viable business. Wouldn’t say one is better than the other… it depends on your skillset and game plan. 13:46 - Q. Have you seen agents educating (I.e., nurturing) leads via webinars? (@sebastien_tedesco) A. I haven’t — and what a shame. Great idea. Generate leads and retarget them with educational webinar training opportunities. Generally, I see webinars used as a lead capture mechanism, not a lead nurturing play. That’s likely because webinars tend to make an offer of some form: e.g. you fill out my form w/ your contact details and I’ll give you access to this webinar that’ll answer key questions you might have. 18:25 - Q. What’s the 411 on Facebook ad rejection?—especially for real estate agents marketing a new listing even when the Special Ad Category was selected? What gives? (@livinginsi) A. Common reasons: (i) Main reason is a failure to select the Special Ad category for Housing, which’ll will site “discriminatory practices” as grounds for rejection. (ii) It could be text-to-image ratio (no more than 20% of an image can be covered by text overlay). (iii) Specifying (or implying) personal attributes (e.g. race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition). Avoid words like, “you,” “your,” or “other.” (iv) Landing page inconsistencies, like your URL doesn’t match up, the page mentions info that violates Facebook’s policies, or other indicators of a low-quality (or incomplete) website. In your Business Manager, navigate to “Account Quality” and it’ll show you ads that’ve been rejected. You can request a manual review, if you believe it’s warranted. Pro tip: don’t attempt to republish a rejected ad unless you’re confident you’ve addressed the issue. It could raise a red flag and lead to your ad account getting disabled. 34:33 - Q. What are best practices for teaching agents on my team to market THEMSELVES effectively, all the while scaling my business through my team? (@zachary.foust.loft) A. Set an expectation and trust them to fulfill it. Say, as a member of this team, for instance, you’re responsible to complete X, Y, and Z every week, period. It’s on the them to produce! Once they do it, they’ll learn they have what it takes. Once they taste the fruits of doing it, they’ll set new, higher expectations of their own. Resist coddling and let them test their strength. Keep leveling-up what you’re doing — they’ll chase you. Ultimately, my best advice is to set a stellar example. People learn best through a combo of immersion and imitation. 40:09 - Q. What’s the best marketing tactic or channel for a real estate agent with a tight budget to implement right now? A. For starters, don’t miss the no-brainers: conduct open houses (in-person and/or virtual), work expired, cancelled, and FSBO listings, set up EVERY online profile (i.e., social media, review platforms like Yelp.com, home search portals, company websites, et al.—try using https://namechk.com/ to help). Get plugged in w/ lenders and vendors. WORK YOUR PAST CLIENTS (if you have them) and your SPHERE OF INFLUENCE!!! Beyond that, if you’re looking a low cost, high-impact marketing channel, in my book, it’s a combo of video and social media. Grab your iPhone, launch the camera app, put it on selfie-mode, and start talking! Every agent is a personal brand. Buyers and sellers hire you based on whether or not they TRUST you — so look to piece of content (videos, image posts, blogs, etc.) as a chance to build up trust.